The TV Today group-owned Hindi news channel Aaj Tak is going global. In an effort to tap the Indian Diaspora, TV Today is taking the channel to markets with a substantial Indian population.
As a part of this, Aaj Tak has been introduced in North America as well as in West Asia. However, unlike India, it will be a pay channel in the international markets.
"We will be able to bring in additional revenue in terms of subscription revenue from these markets," said Rajesh Sheshadri, marketing manager, TV Today.
In the second phase, the company will be introducing the channel in Europe. In Europe, the channel will be introduced in the United Kingdom in the first phase and would be expanded to other countries in the subsequent stages.
Currently, the company is working out distribution arrangements with various service providers in the international markets. "In the international markets, the channels will just not be on cable network. It can be on broadband, terrestrial as well as on direct to home platforms," Sheshadri said. In North America, the channel is on a broadband network.
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The company is also intensifying its marketing and advertising activities surrounding its two channels. It will also be putting a renewed thrust on Headlines Today. The company feels that for Headlines Today, the major cities in the country will offer a great opportunity.
"For Headlines Today, we have reached a dominant position in some south Indian markets, without even promoting it actively. We will now backup this with a campaign to promote the channel," he said.
Sheshadri also said the elections were a big push for Aaj Tak with its market share reaching 31 per cent as per TAM data. According to TAM, time spent on Aaj Tak during the period was 61 mins - more than 37 per cent of its nearest competitor.
"The elections have been the most important event this year. Aaj Tak raised the bar of election coverage with initiatives like 100 hours 100 reporters and Aap Ka Faisla," Sheshadri said.
