ET Now live on Tata Sky

This development of the association with Tata Sky also comes into play with SEBI's decision of extending market trading time.

Commenting on the development, Mr. Vineet Jain, Managing Director, Bennett Coleman & Co. Ltd says, "Since its launch in June last year, ET NOW has acquired significant audience acceptance. In line with our effort to increase reach and viewership, ET NOW will capitalize on the high reach of Tata Sky across the country. We are committed to transforming the demography of the business news broadcasting segment and emerging as a preferred choice for corporate India."

ET NOW will ride on Tata Sky's network which is available across 4.5 million households in India. This compliments the steady growth in viewership seen by the channel in its key markets, where it is already available through CAS, cable and other DTH operators.

Mr. Vikram Kaushik, Managing Director & CEO, Tata Sky Ltd. said, "Tata Sky since its inception has focused on creating a strong premium brand. In a similar fashion, ET Now has successfully achieved a niche status as becoming the voice of India Inc by delivering authoritative and accurate developments in real time. Making ET Now available to our subscribers is one more way of enhancing experience of viewers who look for such insights."

So what are you waiting for tune to ET Now!