India TV emerges at the top on counting day between 7 am - 1 pm

India TV recorded the highest viewership during the counting hours of Northeast elections between 7am – 1pm on March 2. 

According to the BARC data, the channel clocked a gross average minute audience (AMA 000s) of 3,117 compared to its competitors. News 18 India, with a gross AMA 000s of 2,990 was second, Aaj Tak with an AMA 000s of 2,645 was a close third, followed by TV9 Bharatvarsh and Republic Bharat among 15+ HSM audience between 7am to 1pm.

Speaking about this feat, Rajat Sharma, chairman, India TV, said, “there needs to be a realization that it is the user who is now shaping the demand for content. They have the freedom to decide how, when, and where to consume the content. Hence, news channels must focus on creating fluid strategies that focus on personalization and content customization.”

Regarding numbers, Sharma said, “this is a validation of our strategy. Over the years, we have made a huge effort to redefine our content strategies i.e., take a data driven approach towards analyzing viewership. My belief is that the only constant in the media industry, moving forward, will be change. Hence, as a response, news channels need to constantly reinvent themselves to stay relevant.”

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