AAJ TAK's News Channel's Success Story
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Case Code: BSTR097 Case Length: 14 Pages Period: 2000 - 2004 Pub Date: 2004 Teaching Note: Available |
Price: Rs.500 Organization: TV Today Network Industry: Media and TV Software Countries : India Themes: Differentiation |
Abstract Case Intro 1 Case Intro 2 Excerpts
"Aaj Tak redefined the whole concept of news which was hitherto the prerogative of Star and Zee."
- Satyajit Sen, head, media buying, Grey Worldwide.
"Aaj Tak in the past few months has achieved unqualified success and has also been able to carve a distinct niche for itself in the world of news. All brands that have advertised on Aaj Tak have benefitted. Apart from providing a reach that is significant, the channel has also been able to deliver quality audiences."
- Rajul Kulshreshtha, VP, Universal McCann.
Making News
Aaj Tak, the Hindi news channel run by TV Today Network (TVTN), has been in the news since its launch on December 31, 2000. Just one year after its launch, Aaj Tak won two awards, the Indian Television Academy (ITA) award for 'Best News Channel' and the 27th Radio and TV Advertising Practitioners' Association of India (RAPA) award for 'Best Campaign of the Year (TV)'. The advertising campaign was appreciated for its ability to convey attributes like fast paced delivery style, objective coverage of the channel and the serious nature of news with an undertone of humor. In 2002, Aaj Tak won even more awards in various categories. Once again, it won the ITA award for 'Best News Channel' and the award for 'Best Distribution', and the 28th RAPA awards for the 'Best Media Campaign' and 'Best Soft Story'. The channel also won several Indian Telly Awards in the same year (Refer Exhibit I for other awards won by Aaj Tak). Not only did Aaj Tak win many awards, but it was also the only media brand in the Brand Derby of 2002. In this study, Aaj Tak was ranked the third most successful brand based on various attributes like content, mass appeal, objective coverage, etc.
In the Brand Derby 2003, Aaj Tak was ranked the third most successful brand launch in the last seven years. When Aaj Tak was launched, there were dedicated news channels like Star News, Zee News, CNN and BBC. In addition to these channels, Doordarshan, entertainment channels and regional channels were also airing news and current affairs programs as part of their regular programs. Viewers had many sources to choose from for their daily news. It seemed like Aaj Tak had the odds stacked against it as news constituted less than 2 per cent of overall TV viewership in India and all the news channels were competing for the limited time that viewers spent on news programs. In addition, Zee News & Star News dominated the Hindi news segment and English news segment respectively. Nevertheless, Aaj Tak entered a market which was already crowded with other players and within six months of its launch, Aaj had become the most watched news channel in India...
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