“Post-event reportage is a better yardstick to measure the credibility of a news channel”

Aaj Tak and NDTV 24x7 led the charge, as viewers flocked to them for the latest on the terror attacks in Mumbai

The terror attacks on the financial capital of the country – Mumbai – meant that viewers, in their quest to keep abreast of the minute-to-minute developments in the tragedy, remained glued to news channels.

According to TAM media research (C&S, 15+) in Hindi speaking markets for Week 48 (Nov 23-29), the coverage of the terror attacks on Mumbai resulted in an increase in reach of 5.46 per cent in the Hindi news genre as compared to the average reach of Hindi News channels in the last four weeks. In the last 4 weeks, the average reach of Hindi news channels was 5.1 crore while in Week 48, it increased to 5.38 crore.

For the same period and target audience, the top three channels in terms of reach were Aaj Tak, India TV and STAR News. Aaj Tak reached 5.38 crore viewers, India TV, 2.98 crore viewers, and STAR News, 2.95 crore viewers. Zee News and IBN 7 were viewed by 2.33 crore viewers and 2.30 crore viewers, respectively. NDTV India reached 2 crore viewers.

This can be compared to the average reach enjoyed by these news channels during the earlier four weeks, Weeks 44- 47 (Oct 26-Nov 22) for the same markets and target audience: Aaj Tak (5.10 crore viewers), India TV (2.55 crore viewers), STAR News (2.58 crore viewers), and Zee News (1.89 crore viewers).

While most Hindi news channels gained viewers, channels such as Live India and VOI (Voice of India) were the exceptions which saw viewership fall.

Media observers are of the opinion that any analysis on who gained and who lost would amount to sheer opportunism and prove to be equivalent to the insensitivity shown by a large number of news channels while Mumbai was under siege.

“Post-event reportage is a better yardstick to measure the credibility of a news channel”

Ajit Varghese, managing director, Maxus India, emphasises that his views are not, and should not be read as, any sort of statement on the numbers chalked up by any channel. He says, “Even for purposes of any relevant analysis, it is but appropriate to look at the numbers in the subsequent weeks, rather than the week of the tragedy. During times of tragedy or disaster, content is not what drives viewership because the happening is similar for everyone.”

He adds, “Since the content is the same for everyone, there is no room for differentiation. It is the post-event reportage which should be taken as a yardstick in measuring quality in terms of in-depth analysis, and which will establish the credibility of the channel.”

When it comes to English channels, in the C&S 15+ all-India market for Week 48 (November 23-29), NDTV 24x7 had the highest reach – 1.77 crore. It was followed by Times Now (1.71 crore), CNN IBN (1.59 crore), Headlines Today (1 crore) and News X (0.9 crore).

This can again be compared to the English news channels’ average reach for Weeks 44-47 (Oct 26-Nov 22) for C&S 15+ all-India market: NDTV 24x7 had 1.22 crore viewers, Times Now, 1.40 crore viewers, and CNN IBN, 1.22 crore viewers.

In terms of reach, unlike the Hindi news channels, all the players in the English news genre saw an increase in number of viewers. In comparison to average reach of English News channels in the last 4 weeks, in Week 48, their reach increased by 61.15 lakh.

Anita Nayyar, chief executive officer, MPG India, sees no point in looking into the numbers garnered by news channels or analysing their performance. She says, “Such times call for accountability. It is each organisation’s national duty to ensure responsible reporting. There is no room for expressions such as ‘exclusive pictures’ or concern for TRPs by channels in such a disaster.”

Nayyar vents her disgust when she summarises, “The terror coverage was comprehensive, but it was highly insensitive.”

Varghese points out dispassionately that a crisis leads to all actions and individuals being frozen in that particular moment. So, instead of surfing channels, viewers stick to a channel for longer periods. In such situations, viewers do not exercise their preferences – as they would in normal times – in deciding which channel to view more than others.

There will be cases when, simply because one particular channel is airing something exclusive or different, viewers might choose to visit it. The phenomenon of frequently using the remote according to one's order of preference of channels ceases to operate in a crisis.

Varghese and Nayyar both express their reservations about commenting on the dynamics of any gain or loss by media entities having stakes in the reportage.

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