The 14th Lok Sabha election seems to be a testing time not just for India's political parties but even for the news television industry. Over the last few weeks, the equation between the Hindi news channels has changed with Star News and NDTV India narrowing the gap with market leader Aaj Tak.
In the Hindi-speaking market (UP, MP, Gujarat, Maharashtra, Rajasthan, Orissa, Haryana, Punjab, Chandigarh and West Bengal) in the 15 + age group in cable & satellite homes, Aaj Tak's share among news channels has dropped from 30 per cent to 26 per cent. In the same market segment, NDTV India's share has gone up from 18 to 21 per cent and Star News has grown from 19 to 21 per cent.
Quoting the latest TAM Media news viewership data, NDTV India executives claim that the channel is barely three notches behind Aaj Tak in the all-India (C&S, 4 +) market. In this market, Aaj Tak's share among news channels is 24.7 per cent while NDTV India enjoys a 21.6 per cent share. Star News' share in the segment is said to be 19.8 per cent.
"Both Star News and NDTV India have done remarkably well in the last few weeks. They are a close second to Aaj Tak today," observes TBWA India's vice president (media) Gopinath Menon. Agrees Starcom India's executive director Anita Nayyar: "NDTV India and Star News have come up well and both Aaj Tak and Zee News have lost viewers."
NDTV India executives claim that at 27 per cent, the channel's market share is marginally more than Aaj Tak's in select markets like Delhi, UP, Punjab, Haryana Chandigarh and MP. Says NDTVMedia's CEO, Raj Nayak: "Over the last few weeks, NDTV India has been bridging the gap with Aaj Tak. In TAM's latest data for week ending 1st May 2004, NDTV India is ahead of Aaj Tak in north and central India among C&S, 4+audiences."Aaj Tak's executive director G Krishnan did not respond to Business Standard's questionnaire.
However, in response to queries on its latest data, a senior TAM Media executive points out that news channels project the TAM data to suit their needs. "It is difficult to declare winners and losers as each channel has its own strong markets," he says.
Nevertheless, the excitement among Aaj Tak's rivals is palpable. Observes Star News' spokesman: "We quote the 15+ age group as people between 4 and 15 are neither serious consumers of news nor have the spending power that the advertisers look for." The channels claim having worked hard on marketing and programming to improve their market share.
While Star News' Poll Khol attracted viewership, its Super Elector contest, where participants had to appoint their dream Cabinet, got 300,000 entries.
For publicity, it rolled out several vans across the length and breadth of the Hindi-speaking states, suitably equipped with giant-size screens. NDTV India's Nayak says that the channel's positioning campaign -- khabar vahi ji sach dikhaye worked as well as its programmes like Gustaakhi Maaf and star-studded Jai Jawan.
But how critical it is to be the market leader in the media industry? "Well, you become the first port of choice for the advertiser," says the Star spokesperson. Adds Nayak: "It is the market leader who sets the benchmark for pricing and can command a price premium."
However, as the gap between the channels narrows, media planners will increasingly consider factors like the environment the channel offers, its audience profile and its brand perception. Adds Nayak: "When the numbers get close, it will be the better brand or product that will win."
Says the Star executive, advertisers will look at channels that offer the best audiences. "In that sense, we are already ideally placed as our weightage in SEC A and B segments is higher than in C, D and E."
However, as the media planners point out, Aaj Tak's rival may have improved their performance but they have not bridged the gap yet. "It may not be easy to topple Aaj Tak," says Menon.
