Strong content, advertiser presence reshaping English News genre

There are green shoots of change being seen in the top order of the English News genre. This genre has seen CNN-News18 being the leader for two years. The second spot has seen a keen tussle between Times Now and Republic TV. However, in the last few weeks, NDTV 24x7 has surged to the claim the No. 2 rank among the English News channels.

For the most recent data released by BARC, NDTV 24x7 climbed to No. 2 recording gross AMAs (Average Minute Audience) of 1122,000, placing it ahead of Times Now (1088,000 G AMAs), Republic TV (882,000 G AMAs) and India Today TV (623,000 G AMAs) [Source: BARC | All India | Avg Wk51’24-Wk01’25 | 22+ | G AMA 000s | 24 Hrs].

Looking at the changing dynamics, Adgully seeks to examine some of the key developments that are having a positive impact on the English News genre’s growth.

Election Bonanza

The one major event for the News genre in India in 2024 was the Lok Sabha elections, which generated a lot of interest. While English News genre might have a small share of the overall television universe, channels in this genre made significant inroads with their coverage of the elections as well as their programming around this mega national event. Along with the Hindi News channels, English news channels, including NDTV 24x7, CNN-News 18, India Today TV, among others, provided extensive coverage from all corners of India with an army of on-the-ground reporters.

Another feature that increased viewership of English news channels was the use of new tech such as augmented reality, AI, hybrid studios and on-screen graphics to provide a more immersive news experience. This drew the eyeballs of the Gen Z audience base, which usually prefers to consumer news content on digital platforms.

Not surprisingly, News genre ad volumes saw 5% rise in Jan-Jun’24 compared to Jan-Jun’23. Ultratech Cementwas the top brand in the News Genre in H1 of 2024, while Reckitt Benckiser India and Hindustan Unilever retained their 1st & 2nd positions, respectively, during this period.

The year 2024 also saw Assembly polls conducted in Maharashtra, Andhra Pradesh, Jharkhand, Haryana, and four other states, which added to the viewership of the News genre.

The Content Pivot

English news genre has mostly been led by debate-discussions and interview-based programmes, along with new-updates, developing stories, feature reports on key issues.

Over time, TV news debates are seen as turning into noisy battlefields, with viewers not being able to get clear and unbiased information.

Recognising this, English news channels are bringing changes in their programming strategies. Gradually moving away from acerbic debates, channels are widening base of people who are being invited for discussions, having more international speakers, as well as experts from more diverse fields.

Given the audience base of English News channels, international events such as the US Presidential elections, the UK elections, the escalation in Israel-Palestine strife, the geo-political concerns over the prolonged Russian-Ukrainian war, China’s incursions into its neighbouring countries, and more. Channels like NDTV 24x7, CNN-News18, WION, Times Now, Republic TV, India Today TV have been presenting a far deeper global perspectives into the international developments by inviting a greater array of international speakers.

This has resulted in growing viewership for the English news channels, which is helping grow this genre.

Diverse Programming

It is not all hardcore news that is driving the English News genre. Several channels in this genre have introduced special IPs that are garnering viewership.

NDTV 24x7 launched its biggest IP – NDTV World Summit, which was held in October 21-22, 2024. The Summit also saw Prime Minister Narendra Modi launch NDTV World, a new home for global news, with the tagline: “The World From Where India Stands”. The 2024 edition of NDTV Indian of the Year was held on December 6, 2024, celebrating exceptional Indians. NDTV also held the first anniversary of ‘Samarth by Hyundai’ in collaboration with Hyundai Motor India Ltd.

In an initiative to deepen bilateral relations between India and Germany, TV9 Network held its first-ever international conference, the News9 Global Summit, in Stuttgart, Germany, from November 21 to 23, 2024. With the theme ‘India-Germany: A Roadmap to Sustainable Growth’, the summit was co-hosted by Bundesliga club VfB Stuttgart, and supported by the state of Baden-Wurttemberg.

ET Now’s event calendar was full with IPs such as ET Entrepreneur Summit, Great India Retail Summit, and more.

The India Today Conclave, held on March 15-16, 2024 in New Delhi and September 25-26, 2024 in Mumbai brought together India’s political big-wigs, business tycoons, cultural icons and the country’s think tank.

The diversity of content has led to a gradual, but consistent growth in viewership that has sustained over the months.

The year 2024 began with a major global event – World Economic Forum Annual Meeting at Davos, which was held from January 15-19. It garnered major coverage from the English News channels in India.

January also marked a major religious event – this was in India, the inauguration of the Ram Mandir in Ayodhya on January 22, 2024.

The year 2025 is beginning with another religious event – the once-in-12-years Maha Kumbh Mela, 2025, which begins from today (January 13, 2025). However, given the audience base of English News genre, the Mela itself is not expected to add to the viewership, say industry experts.

What is of interest for the English News channels is Donald Trump’s inauguration, which took place on January 20, 2025. Trump’s second term as US President is being keenly observed and covered by English News channels, given the implications for India.

The ongoing World Economic Forum Annual Meeting at Davos, which is taking place from January 20 to 24, is also of huge interest to English News channels.

It will be interesting to see how English news channels keep up the growth momentum in 2025.