I don’t really care if it adheres to its claim for being the ’’fastest’’ ’News Channel’ or not. But what I do care for is the commitment towards disseminating information. And I think it succeeds on this front, to quite-an-extent. Aaj Tak buzzes with activity if not sizzles with it.
Now, to compare Aaj Tak with Star Plus wouldn’t really be fair. For Star still hasn’t got over its British colonial hangover of anglicised Hindi, while the India Today protege makes no bone while unleashing heavy duty Hindi.
There are very few ’star’reporters to boast of (An upmarket Vikram Chandra or a suave-n-pursuasive Rajdeep Sardesai are a rarity), but still, the news coverage is extensive and comprehensive. Moreover, the news is delivered in a more dramatic fashion, something the Northern Belt of this country is quite fond of.
I think it does matter as to how a News Channel projects itself. Infact, it is true for any product. But News is certainly different. For it isn’t a commodity. It’ an essential Necessity.
I am sure you guys will agree with me when I say that the advertising campaign of Aaj Tak is spectacular. Low key, very-middle-class, and with a very focussed clientle in its mind. They don’t really care if a person sitting in Trichur with little knowledge of Hindi is watching them or not. But, yeah, they shall make every-single-effort to be noticed by a Bhayya from Allahabad.
As is well known, the India Today group has a Saffron leaning. And obviously the credibility of Aaj Tak is put under inspection, when its Pre-Election surveys gave a majority to BJP, while all other surveys said otherwise. I think such leanings are the biggest liabilities any News Group can suffer from.
All in all, I am of the opionion that Aaj Tak is doing a decent job. But my only grievance is their underestimation of the word ’’Credibility’’. Hey guys, its the Sacred Word in journalism. Try and delve into its meaning sooner than later.
Aaj Tak, a not-so-Thanda News Channel!