News Broadcasting
Atul Phadnis quits Tam; launches Media e2e
MUMBAI: Tam India vice president Atul Phadnis has put in his papers at the agency. He is launching a strategic media studies group called Media e2e that aims at understanding return on investment (ROI) in the media business, strategic media planning, media management and broadcast management.
Media e2e, wherein e2e stands for exposure to engagement, will work in the developmental and educational space in the broadcasting industry.
Speaking to Indiantelevision.com, Phadnis said, “We are in the process of developing tools for broadcasters and direct-to-home (DTH) companies. The tool for broadcasters will be an advanced business tool application for top channel executives that will aid them in efficiency and profitability measurement at various levels.”
The system for DTH companies, on the other hand, is still in the developmental stage. “We are looking at being the front-runners of providing educational exercises and becoming an educational resource pursuing advanced media techniques within the sector,” Phadnis added.
Phadnis will, at the same time, continue to work closely with Tam to develop educational activities and new systems.
When queried as to what prompted him to turn entrepreneur, Phadnis said, “There are a host of changes taking place within our industry with the coming in of multiple delivery platforms. In this dynamic scenario, there was a need to try something new that would help the industry at large.”
Phadnis is in talks with a couple of senior professionals in the industry who are expected to come on board as partners. However, nothing has been finalised as yet. A team of analysts and software professionals are already on board.
Phadnis started his career with Rediffusion-DY&R (now TME) in media planning and later joined HTA (now Mindshare). Phadnis then moved on to Starcom Worldwide, where he was instrumental in launching Starcom Digital. Post that he joined Tam Media Research and was looking after S-Group and AdEx India.
News Broadcasting
Network18 channels lead YouTube news viewership in March 2026
CNN-News18, News18 India and CNBC channels top categories with record views
MUMBAI: When the world hit refresh on breaking news, Network18’s channels were already streaming ahead. As geopolitical tensions and war-driven headlines fuelled a surge in global news consumption, the network’s digital playbook delivered big clocking record Youtube viewership across English, Hindi and business news categories in March 2026.
At the forefront was CNN-News18, which emerged as the clear leader in the English news segment with 130 million live and video-on-demand views. The channel edged past competitors such as Times of India (126.5 million), Times Now (101.1 million), India Today (88.2 million) and NDTV (77.5 million), according to Databeings data for March.
In the Hindi news arena, News18 India delivered a commanding performance, racking up a staggering 3,297 million views on YouTube. The channel comfortably outpaced NDTV India, which recorded 3,119 million views, underlining its deep reach and consistent engagement with mass audiences, as per Playboard data.
The network’s dominance wasn’t confined to general news. In the Hindi business segment, CNBC Awaaz topped the charts with 92 million views, narrowly ahead of Zee Business (90 million) and well ahead of ET Now Swadesh (57 million). Meanwhile, its English counterpart CNBC-TV18 posted a strong 58 million views, reinforcing the network’s cross-category strength.
The spike in viewership reflects a broader shift in audience behaviour, with viewers increasingly turning to digital platforms particularly Youtube for real-time updates and in-depth coverage during high-intensity news cycles. For Network18, the numbers signal more than just scale; they underline the effectiveness of a multi-platform strategy that blends speed, credibility and continuous coverage.
In a month where the news never paused, it seems viewers chose to stay tuned where the stream never stopped.
