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Opportunity or challenge? How brands are riding the news wave in India

In 2017, news genre recorded 15% growth in the number of channels, according to BARC

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The southern markets cumulatively, according to BARC, deliver higher viewership share at 36 per cent, followed by the north at 26 per cent, the west at 23 per cent and the east at 15 per cent

Viveat Susan Pinto Mumbai

Last Updated : Jan 15 2018 | 1:12 AM IST

Yoga guru Baba Ramdev is not only a newsmaker, but he also loves promoting products of Patanjali Ayurved, the company he co-founded with Acharya Balkrishna, aggressively on news channels. Virtually every other news and current affairs programme on Hindi news channels today is sponsored by Patanjali. But while the ayurveda major loves riding on news, it is not the only company to be doing so. Firms across the board from banking and financial services to mobile handsets, telecom, steel, auto, cement and educational institutes among others are vying for the attention of the news viewer.

The reason is the sheer growth

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