Television

Open Hit On Credibility Of Barkha Dutt?

Barkha's show 'The Buck Shop Here' on NDTV 24x7 loses major chunk of its viewership according to TAM data.

BestMediaInfo Bureau

10 Jan 2011 12:08 IST

New Update

Open War: Daring OPEN, Defending Barkha, Disregarding Sanghvi

Open Hit On Credibility Of Barkha Dutt?

Barkha's show 'The Buck Shop Here' on NDTV 24x7 loses major chunk of its viewership according to TAM data.

Rajat Arora | Delhi | January 10, 2011

The credibility built over the years can be ruined only in a moment and it takes only one edition of newsmagazines to destroy the image of Icons of a generation.

Radiagate incidence has done the same to Vir Sanghvi and Barkha Dutt. HT stopped publishing its most read column written by Vir Sanghvi as the credibility of the column was questioned by the readers but NDTV 24x7 continued with Barkha Dutt's The Buck Stop Here and as a result lost major chunk of its viewership in the time band of 10pm-11pm.

The TAM data is enough to indicate that the viewers have lost interest in NDTV's premier current affairs show The Buck Stop here after Barkha Dutt's tape with lobbyist Niira Radia came in public domain.

Open magazine had uploaded the conversation between Niira Radia and Barkha Dutt on its website on 18^th November, 2010 which was 47^th week according to TAM.

The TAM data says that in the first week of November (week 45 according to TAM) NDTV had largest market share and the channel continued with the lead even in the second week of November that was TAM 46^th week. The market share of NDTV 24x7 for 10-11 pm slot was on peak when Niira Radia tapes were brought in public domain by Open and Outlook. That was third week of November and TAM 47^th week. But the market share in the time band of 10 pm-11 pm fell sharply in the fourth week of November (TAM week 48).

In the last week of November and first week of December (TAM week 49) market share of NDTV 24x7 touched the lowest point. The channel showed some improvement in the second week of December (TAM week 50) but it remained stagnant in the third week of December (TAM week 51). In the last of week of December (TAM week 52) the channel again showed some improvement and became the number one with largest market share but comparing to the first week of November, NDTV lost almost half of its viewer. In the first week of November NDTV was leading with a very high margin.

Take a look at the comparative presentations below: