MUMBAI: The leader is being given a run for its money. With the 14th general elections already underway, news channels have reached the last lap in the race to be first among rivals for those crucial eyeballs. Hindi news channel leader Aaj Tak already has Prannoy Roy's NDTV India snapping at its heels.

According to Tam data for the period 22 February to 20 March, NDTV India's reach was 58.8 per cent as compared to Aaj Tak's 62.1 per cent. However, surprisingly, when the reach of all Hindi news channels collectively took a dive in the period 21 March to 10 April, NDTV India's reach at 57 per cent overtook Aaj Tak by 0.11 per cent in the 15+ C&S Hindi speaking market.

However, on the channel share front, Aaj Tak continues to rule the roost. While Aaj Tak stood tall with 33.3 per cent channel share for the period 22 February to 20 March, NDTV India was holding its ground with 18.2 per cent in the 15+ C&S Hindi speaking market. Interestingly, from the period 21 March to 10 April, while NDTV India's channel share rose to 19 per cent, Aaj Tak's dropped to 31.4 per cent. With almost 19 per cent channel share within Hindi News genre among 15+ C&S homes, NDTV India has clinched a clear number two slot within less than a year of its launch.

On the other hand, Star News' channel share picked up from 16 per cent (22 February to 20 March) to 16.5 per cent (21 March to 10 April). Zee News and DD News' share too increased from 12.6 per cent to 12.7 per cent and 10.6 per cent to 10.7 per cent respectively in the above-said period. Sahara Samay too had reasons to cheer as its share rose from 9.2 per cent to 9.8 per cent.

For NDTV India, the evening prime time seems to be the key as the channel garnered more than 20 per cent channel share of this slot within Hindi news genre among15+ in C&S homes for the period 21 March to 10 April.

Though it will take some time to match the towering heights that Aaj Tak has reached, the rise of NDTV India is commendable.