Aaj Tak aims to increase appointment viewing

Numero uno Hindi news channel Aaj Tak is looking forward to increase appointment viewing on the channel after getting the desired reach.

As Rajesh Sheshadri, marketing manager, TV Today, says, “We have introduced several new shows that will increase the time-spend and appointment viewing on the channel.”

He explains, “The genre of news channels in the country can be broadly segmented into two categories. One, which believes in the analysis of the news such as NDTV channels. The other ones are like Aaj Tak, which bets on breaking news as it generates numbers and reach for the channel.”

“So, while we are already strong in the breaking news category, our new shows will help us bring viewers more regularly to the channel and also spend more time. This will take us further ahead of our closest competitors – NDTV India,” he added.

Aaj Tak has launched a new show 'Dastak', which will be on the lines of NDTV's 'The World This Week'. This programme was one of the greatest examples of a news-based show with high appointment viewing.

Dastak will be an extensive analysis of the day’s top stories and cover the various perspectives in every news item. The channel plans to have special guests and a panel of experts to debate and analyse all major issues for its viewers.

The programme will also have a special feature 'Khaas Dastak', which will feature top three stories of the day in detail. The programme will be anchored by Aaj Tak’s known faces – Poonya Prasoon Bajpai, Deepak Chaurasia, Ashutosh and Sumit Awasthi among others.

Following the international trend of crispy and short news in the morning, the channel has lined-up a morning bulletin Aaj Subah, which will be telecast between 8-10 am on weekdays. Segmented into four half-hour capsules, the show will set the news agenda for the day carrying a brief of all the impending news/events as well as a recap of the previous day’s developments.

Sheshadri says, “There is a gap between the time, when newspapers go for printing and they finally reach the reader's doorstep. With this morning bulletin, we plan to keep our viewers updated on the major developments occurring during this period.

Special features in 'Aaj Subah' include 'Khabrien Superfast' – a round-up of the top 10 stories in each half-hour capsule – as well as detailed weather reports and special interviews.

He says, “We have also considered the news consumption habit of our viewers to schedule our programmes. As viewers in Mumbai tend to sleep late, we have scheduled Mumbai Metro in the 11.30 pm slot from Monday to Friday, while those in pan North Indian states are early sleepers. This is why the channel Desh Pradesh, which focuses on North Indian states has been slotted in the early evening time slot at 7.30 pm.”

In the afternoon time-band, the channel has launched a show Movie Masala to compete directly with STAR News' 'Saas Bahu Aur Saazish'. “We hope to bring more female viewers to the channel with this programme,” he adds.

When asked whether Aaj Tak, which stands for breaking news will dilute its brand image in the race of increasing appointment viewing, Sheshadri says, “We will not deviate from our core competency. These new shows will be add-ons for our viewers.” © 2005 agencyfaqs!