News Broadcasting
Vijay TV set to launch ‘Kallaka Povadhu Yaaru 2’
MUMBAI: Tamil channel Vijay TV is gearing up to launch the second series of its popular comedy show Kallaka Povadhu Yaaru. The show, slotted for Fridays at 10 pm, will launch on 28 July.
The promotional campaign idea for the show revolves around the thought that “Its Fresh”. As a part of the on air promo campaign which showcases the Hutch Kallaka Povadhu Yaaru 2 brand as a fresh glass of juice, fresh and healthy Atta and many such interpretations of freshness.
The off air campaign has got a road show being held across six cities in Tamil Nadu where preview of the HKPY 2 is being shown on a giant screen and the winners of HKPY 1 would accompany this van as a part of the promotion, according to an official release.
States Vijay TV GM Ravinath Menon on the initiative, “I am sure Hutch Kallaka Povadhu Yaaru 2 will live up to the expectations of viewers as well as advertisers. Our team has managed to source extraordinary talents even from remote places. The show is big with lots of surprising elements in store. The brand enjoys great equity in media and in the film industry. If the huge interest levels in the audition phase is any indication, the show is sure going to be another super hit like its first part.”
News Broadcasting
News TV viewership jumps 33 per cent as West Asia war draws audiences
BARC Week 8 data shows news share rising to 8 per cent despite T20 World Cup
NEW DELHI:Â Even as individual television news channel ratings remain under a temporary pause, the genre itself is seeing a clear surge in audience attention.
According to the latest data from Broadcast Audience Research Council India, television news recorded a 33 per cent jump in genre share in Week 8 of 2026, covering February 28 to March 6.
The news genre accounted for 8 per cent of total television viewership during the week, up from 6 per cent the previous week. The spike in attention coincided with escalating geopolitical tensions involving the United States, Israel and Iran, which have kept global headlines firmly fixed on West Asia.
The rise is notable because it came at a time when cricket was dominating television screens. The high-stakes stages of the ICC Men’s T20 World Cup, including the Super 8 fixtures and semi-finals, were being broadcast during the same period.
Despite the cricket frenzy, viewers appeared to be toggling between sport and global affairs, boosting the overall share of news programming.
The surge in genre share comes even as the government has enforced a one-month pause on publishing ratings for individual news channels. The move followed regulatory scrutiny of the television ratings ecosystem.
While channel-level rankings remain temporarily out of sight, the genre-level data suggests that when global tensions escalate, audiences continue to turn to television news for real-time updates.
