Aaj Tak HD to launch in India with differentiated programming


TV Today Network will be launching the HD equivalent of its flagship news channel, Aaj Tak, with differentiated programming.

Aaj Tak HD will be available on Tata Sky from Friday 14th December. It is also expected to launch on other DTH and digital cable platforms soon.

In an interview with BestMediaInfo, Kalli Purie, Vice-Chairperson, India Today Group said, “With a news channel, people may not necessarily want a higher quality video but more fast-paced content. Although a lot of programming will be similar to the existing channel, Aaj Tak HD will add a lot of international, business, fashion and entertainment content.”

The channel is also said to being keeping a four-minute cap on ad breaks per hour, which would make it heavily dependent on subscription revenues. Purie added, “Unlike others, our HD feed will not be same as SD. With a completely different feed targeting a different audience, we are breaking a new ground. We will first offer the quality audience to the advertisers, show them the value and then open for advertising.”

The channel is also mooted to launch in the UK ahead of the elections next year, which could make it the first HD South Asian news channel in the territory. BizAsiaLive.com understands that budgets are being worked on to see if the service would be viable.

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