Aaj Tak posts big score with sms contest

Aaj Tak reports it has garnered a massive response to the sms-based contests it ran during the WCC cricket tournament, which concluded recently. During the contest period spanning 43 days, Aaj Tak received more than 1.5 million responses averaging 35,226 sms responses per day, with the maximum for a day going up to 82,797 responses.

Bulk of the responses came from the northern and western parts of the country. According to a prepared note from the company, "The length and breadth of the country was covered, as is evident from the fact that the contest saw winners from all major towns and cities apart from the metros such as Shillong, Coimbatore, Jammu, and many more."

Commenting on the campaign and the WCC tournament, G Krishnan, CEO, Aaj Tak, said, "Contrary to the belief that news channels would be affected because of the World Cup, Aaj Tak has been able to attract more viewers to the channel. In the past one month, we have increased our reach by 4 million households and the channel share to 59 per cent from the earlier 55 per cent. This goes on to show that our programming team has been able to find the pulse of our viewers."