MUMBAI: How often have you been bugged by the commercial break which crops up just as the news anchor on prime time is about to take you over to a correspondent in another city? Pretty often enough for the Zee News management to take advantage of the irritation that viewers might experience.

The channel has announced Nonstop@9 a prime time 9 pm news bulletin from 9 February which will offer "rapid-fire break-free and non-stop" news. All the important news stories of the day will be crisply wrapped up in 24 minutes without any commercial breaks, claims the channel.

Zee News Ltd CEO Barun Das says: "Non-stop news at 9 is an effort to cater to the hard nosed news viewer by redefining the set parameters of news presentation. We have always believed in providing content which is not only informative but also presented in a unique format. Nonstop@9 is yet another approach from the Zee News stable to update its viewers about the happenings in a short and comprehensive format."

Will viewers sink their teeth into the new news offering? Well, we will find out after the commercial break.