According to viewership measuring agency TAM's latest Peoplemeter data, India TV has bagged 17.4 per cent share (up from 8.8 per cent at this time last year) among viewers aged 15 or more in cable and satellite homes in Hindi speaking markets, just behind Aaj Tak's 21.9 per cent and ahead of number three Star News (16.8 per cent).
In terms of the average weekly time spent on a channel, India TV (40 minutes) has scored over Aaj Tak (34 minutes).
The celebratory cheer of the channel, however, is interrupted by media specialists who say that advertising spends are allocated on long-term viewership performance rather than on weekly aberrations.
"It remains to be seen if the channel can sustain the act. Besides, currently only local retailers and brands advertise on India TV and that is a function of pedigree. We have to see if big brands will follow," says Gopinath Menon, vice-president,
India TV editor-in-chief Rajat Sharma, however, says the channel has secured the number two position after being at number three for the preceding three weeks.
"It's well-founded growth rather than a meteoric flash. Such steady growth cannot be driven by one story or one programme," he observes.
The channel's advertiser profile has also changed, he claims, as Coca-Cola, P&G, Amul and Tata Motors are now on board. "I expect this profile to evolve and grow further as we grow stronger," he adds.
India TV's channel share among typical male viewers in the 25-44 age group is even higher at 19.6 per cent, while Aaj Tak's stands at 22.4 per cent.
The TAM Elite panel, launched in January 2007, which tracks viewership in households with an AC, PC and a car, shows that India TV has been a consistent number two in the 15-plus age group and the leader among viewers over 25 years of age.
