AAJ TAK's News Channel's Success Story

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : BSTR097 Electronic Format: Rs. 500;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Themes

Differentiation
Case Length : 14 Pages
Period : 2000 - 2004
Organization : TV - Today Network
Pub Date : 2004
Teaching Note : Available
Countries : India
Industry : Media and TV Software

Abstract:

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

Contents:

  Page No.
Making News 1
The India Today Group 2
A Note on News Channels 4
Aaj Tak's Strategy 6
Future Outlook 10
Exhibits 12

Keywords:

Aaj Tak, 24 hours, Hindi, news channel, India, December 2000, lead, viewership, background, comparison, Aaj Tak, Zee News, Sahara Samay National, NDTV India, Star News, DD News

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