New Delhi: The competition among Hindi news channels has reached new heights, particularly between Aaj Tak and News18 India, as they engage in an intense ratings battle. According to data released on Thursday, Aaj Tak solidified its position at the top of the rankings for Week 7 of 2025, garnering a relative share of 14.6% among the 13 Hindi news channels analyzed by BARC (Broadcast Audience Research Council).
News18 India followed closely at No. 2 with a share of 13.1%. Meanwhile, India TV secured the No. 3 spot with 11.1%. Republic Bharat and TV9 Bharatvarsh took the fourth and fifth positions, respectively, with shares of 9.9% and 9.1%. Zee News held the sixth rank with 9%, and Times Now Navbharat achieved 7.5%. Notably, ABP News, Good News Today, News24, and News Nation filled the subsequent spots with varying shares, concluding with NDTV India at No. 12 and Zee Bharat at No. 13.
While Aaj Tak leads the Hindi news channels, the English news segment showcases its own competition. CNN-News18 continues to dominate the English news genre across India with a relative share of 34.8%, followed by Times Now at 20.6%. Republic TV and NDTV 24x7 follow, marking their presence with 16.1% and 14.6% shares, respectively. Times Now has even emerged as the most-watched English news channel across six major metropolitan areas, with its strategies contributing to its dominance.
The ratings tussle, particularly between Aaj Tak and News18 India, isn't solely about numbers. India’s advertising market has seen these two stations competing with aggressive strategies. Aaj Tak has capitalized on the successful Indian film Pushpa 2, emphasizing resilience with the catchy tagline, “Kitne Bhi Landing Page Kyun Na Ho… Jhukega Nahi!” (No matter how many landing pages there are, we won’t back down!). This campaign effectively portrays Aaj Tak as the channel advocating for genuine audience engagement.
On the other hand, News18 India employs broader Bollywood references, citing iconic films like Anand, Kaalia, and Sholay to highlight its leadership and influence within the industry. They aim to present themselves as the powerhouse channel reflecting both credibility and authority.
The crux of their negotiation centers around the “landing page” strategy. This automated system elevates the channels to the default viewing options when televisions are turned on. News18 India recognizes this as standard marketing practice, but Aaj Tak has pushed back against its legitimacy, igniting discussions about its effectiveness and authenticity. The debate questions whether these strategies genuinely engage viewers or merely inflate viewer metrics artificially.
Advertisers are intensely monitoring this narrative. They seek to invest their money where genuine reach and viewership reside. This has heightened the scrutiny on both channels and broadened the need for clarity on what constitutes effective viewer engagement.
Both channels are actively adopting Bollywood influences as part of their marketing tactics. Aaj Tak stays consistent with its messaging rooted from Pushpa, reaffirming its values of resilience and trustworthiness. Conversely, News18 India weaves cinematic references to cultivate its image of power and leadership.
The intense competition for viewer ratings among Hindi news channels has persisted for several years as both platforms grapple for supremacy. The landing page strategies are under the spotlight again, inspiring advertisers to reassess their priorities based on factors such as trust, reach, and innovative solutions offered by these networks.
The ratings rivalry not only affects which channel might lead at any moment but also speaks to larger trends within the media industry—where content quality, audience trust, and effective advertising come to play. Hence, the battle continues, and both Aaj Tak and News18 India seem ready to do whatever it takes to come out on top this year.