AAJ TAK’s News Channel’s Success Story

Strategies adopted by a news channel to differentiate itself in a cluttered market

Aaj Tak, a 24 hours Hindi news channel in India, was launched in December 2000. Since then, the channel has maintained its lead in viewership in the news segment. The case explores the reasons for the success of Aaj Tak. It examines the background of the channel and the circumstances that led to its launch. The case also draws a comparison between Aaj Tak and its competitors such as Zee News, Sahara Samay National, NDTV India (Hindi), Star News, and DD News. It also takes a look at the news channels market in India and at the future outlook of Aaj Tak.      

Issues:

» Strategies adopted by a news channel to differentiate itself in a cluttered market

» Role of programming for success in crowded market

» Role of branding for success in a cluttered news channel market

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