News Broadcasting
Aaj Tak claims absolute numero uno status amongst news channels; launches new ad campaign
Aaj Tak is making hay out of the conflict in Afghanistan. If the ratings are to be believed, the Hindi news channel from the India Today stable has soared way ahead of competitors Star News and Zee News, as well as the BBC and CNN.
As per TAM figures for the week ended 20 October, Aaj Tak commanded a 50 per cent share as against Zee News’ 35 per cent share. BBC had a share of 5 per cent while CNN boasted a 3 per cent share. As per INTAM figures for the week ended 7 October, Aaj Tak had a channel share of 42 per cent as against Zee News’ 37 per cent. Aaj Tak maintained the channel share among the premium audiences (Sec A,B/25+) as well, while the channel share of Zee News dropped by 5 per cent.
The channel claims that on 7 October, the day the news that the hilly nation had been attacked by the coalition against terrorism broke, Aaj Tak drew the highest audience, with the channel witnessing a 156 per cent increase in its viewership. Viewers, says a press release, tuned into Aaj Tak for national as well as international news.
It had earlier witnessed an increase of four times in its usual viewership immediately after the attacks on the World Trade Centre in New York.
Says Aaj Tak CEO G Krishnan: “Aaj Tak’s dynamic programming wheel format coupled with the state-of-the-art technology and uplink facility from India allows it to break news immediately.”
The media group is hoping to further consolidate the gains it has made in recent times by harping on this point in a new ad campaign, which is planned to run across outdoor, cinema, radio and print until March 2002. The campaign tries to reinforce the message Aaj Tak is the first to deliver news to viewers.
Communication for the outdoors is largely slated to be through hoardings (billboards), kiosks and buses in Delhi and Mumbai. The key line of the ad campaign: “Aaj Tak -Sabse Tez Channel”. Promos can also be watched in leading cinema halls nationally and heard on select FM and Vivid Bharati radio stations in all major cities.
The extensive media activity is to be complemented through ad releases in group magazines such as India Today and Business Today.
News Broadcasting
News18 India launches Command Centre war explainer with Arya
New show shifts from debates to decoding global conflicts and impacts
MUMBAI: News18 India has rolled out a new war-focused programme, Command Centre, featuring Gaurav Arya, as it looks to offer viewers a sharper, more grounded take on global conflicts amid rising tensions in West Asia.
Positioned as an “insider war room”, the show moves away from conventional panel debates and instead focuses on explaining military developments, decoding strategy and connecting global events to their everyday impact, from fuel prices to economic shifts.
The format leans heavily on visuals and data. The studio has been designed like a command hub, complete with large LED war maps, real-time graphics and an alert system to track developments as they unfold.
At the centre of it all is Arya, who brings his military background to simplify complex war strategies for viewers. His signature line, “Seedhi baat samjhiye”, anchors the show’s promise of clarity over noise.
News18 India managing editor Jyoti Kamal said, “Command Centre, featuring Major Gaurav Arya is designed to deliver accurate insights and a clear perspective on how evolving conflicts impact everyday life, from household budgets to national security. With expert voices analysing every development in real time, the show goes beyond headlines to decode what’s happening now, what it means, and what could come next.”
Echoing the intent, Gaurav Arya added, “In times of war, confusion is the biggest threat. With News18 India’s Command Centre, we are bringing viewers inside the war room, decoding strategies, tracking every escalation, and explaining, in the simplest terms, what it means for India and for every household. Seedhi baat samjhiye, this is where you understand not just what is happening, but what happens next.”
The weekday show will air in the afternoon slot and will also feature Gaurav Shukla, adding to its editorial depth.
With its mix of analysis, visuals and a clear focus on impact, the show reflects a broader shift in news consumption. Viewers are no longer just watching events unfold, they are looking to understand what those events mean for them.
