Mumbai : Over the years, the media industry has been in a state of constant flux. From the perspective of the user, news consumption and delivery patterns have shifted. As a result, news outlets have expanded across multiple platforms. According to Comscore's January 2023 report, India's Total News Internet Audience is 440 million.

India TV has seized this opportunity to become the undisputed leader (number one) in providing Hindi news in the country. 

According to the most recent Barc, India TV had the highest viewership during the Northeast elections (Counting hour between 7am – 1pm).

Speaking about this feat, India TV chairman Rajat Sharma 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 customisation.” 

In comparison to its competitors, India TV had a gross average minute audience (AMA 000s) of 3,117. News 18 India came in second with a gross AMA 000 of 2,990, followed by Aaj Tak with an AMA 000 of 2,645 and TV9 Bharatvarsh and Republic Bharat among 15+ HSM viewers between 7am and 1pm.

Furthermore, India's first RPD data from Airtel Xstream confirms that India TV is the most popular Hindi news channel. According to RPD data, among the top 5 SD Hindi News Channels, India TV led with 29.7 per cent relative share on the most recent counting day, followed by Aaj Tak with 24.7 per cent, R Bharat with 16.0 per cent, ABP News with 15.6 per cent, and Zee News with 14.0 per cent.

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.”