MUMBAI: The race has begun. Latest, Zee News issued a release claiming that it has elbowed the numero uno Hindi news channel Aaj Tak from its prime position and it is indeed on the top now.
Starting with a quirky 'Haqeeqat' beats 'Sabse Tez' line, Zee News claims that it has managed to do so because of its 'differentiating' coverage and special reports. Quoting the Tam research data for the week ending 18 September, C&S 4+ households, Zee News claims that it has regained the leadership position in news genre.
According to the release, Zee News claims that it tops in the stickiness quotient as the viewers spent maximum time on the channel. Referring to the data, the channel claims that the time-spend on Zee News is 30 minutes (which is 15 per cent more than Aaj Tak's time-spend), as against 26 minutes on Aaj Tak and 24 minutes on NDTV India.
While, as far as the channel shares go, Zee News claims that it leads with 30 per cent channel share ahead of Aaj Tak's 28 per cent, NDTV India's 24 per cent and Star News only four per cent in Delhi. In four Metros, share of Zee News is 22.9 per cent, which is equal to Aaj Tak 22.9 per cent and more than NDTV India's share 20.4 per cent.
Zee News' weekly feature Crime File, claims the release, is favourite with viewers as the top programme in news genre and in addition to that four out of the top 10 programmes in news genre are from Zee News.
"The resurgence in Zee News ratings and viewership is a result of dogged pursuit of Haqeeqat and continuous focus on differentiating content," says Zee Telefilms Ltd Director News Group Laxmi Goyal.
Recent coverage, including one on Venus Transit - Shukra Hai Suraj Hai, exclusive reporting from accident site during the Mastygandha train accident, helped Zee News gain huge leads on its rivals, claims the release.
The breaking news and continuous coverage of Kumbhkonam tragedy, the nation wide debate initiated on capital punishment on hanging of Dhanjay, the exclusive Inside story on call girl rackets and the recent coverage and happy solution of Guriya's dilemma, claims the release, has helped consolidated Zee News's position as thought leader.