On judgment day, when history was being made - the day when the United Progressive Alliance (UPA) made a clean sweep in the 15th Lok Sabha elections, the news channels in the country were battling it out to gain the viewers' attention.
This time, Aaj Tak was the most viewed channel, with 27 per cent channel share, an increase of 9 per cent over the previous week, when it commanded 18 per cent share.
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Shows such as Kaun Bangena Pradhanmantri, which started three months prior to the counting day, and 60 ground debates under the Kahiye Netaji show were the best sellers.
India TV, despite a drop of 2 per cent in its channel share from the previous week, stood at the third spot with 13 per cent channel share during the week when the UPA was getting ready for its second tenure.
IBN7, at the fourth position, showed a marginal increase of 1 per cent in the channel share over the previous week, while Zee News maintained its share of 9 per cent.
It was not just the Hindi news channels fighting for the viewers' attention. English news channels were equally aggressive in their approach. According to the TAM data, C&S 25+, All India, the share of English news channels was 1.2 per cent, an increase from the previous week's 0.37 per cent share.
"In a complex election like this, people wanted simplified explanations and we had user friendly graphics and in-depth analysis put forward in a simplified way that interested the viewers."
According to Venkatraman, IBNPolitics.com was a huge hit and the 360 degree marketing approach worked in its favour. Both IBNlive.com and IBNPolitics.com had 13.65 million page views on the voting days. "Rajdeep Sardesai and Yogendra Yadav acted as catalysts in reaching the top slot," he says.
At No. 2, Times Now showed a significant drop in the channel share - from 40 per cent to 27 per cent on the counting day.
NDTV 24X7 recorded a marginal increase of 1 per cent and garnered 26 per cent relative share in the genre. Fourth in the fray was Headlines Today, with a share of 8 per cent, an increase of 1 per cent over the previous week.
NewsX recorded a decline in its relative share and was at 1 per cent during the result announcement, recording a decrease from its 3 per cent share recorded a week earlier.