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Perceptual Mapping of Hindi News Channels

There has been a veritable television explosion in India in the last 10 years or so. And nowhere is this better seen than in the Hindi language television space where a number of national and regional channels have emerged vying for the audience’s share of attention. Conducted in two towns (Jaipur and Patna), this article maps the relative position of seven leading Hindi news channels (HNCs) vis-à-vis 10 editorial attributes of news. The study found channel Aaj Tak enjoying a considerable lead over its rivals in both the cities. In addition, the study answers the question: Who watches what channel and what is their demographic profile? The study found differences in the demographic profile of viewers from the two cities emphasizing that viewers’ tastes and preferences have to be examined more deeply than what Television Rating Points (TRPs) indicate.