A question often crosses most aware minds......where exactly do the viewer’s consume news? A large part of news viewership comes from out-of-home venues-offices, stock broking firms, airports, railway stations, retail shops-which are not measured by audience-measurement BARC that we refer to for viewership.

Therefore, if you ask me, it is perception all the way.

Having said that, India is a news-hungry nation, which is why it is also the most cluttered in terms of number of active players but the beauty is that there is place for everyone and even more. News is a continuously evolving and growing sector that strives for innovation all the time.

The impact caused by news channels is immense as news amplifies the happenings and events. While all other genres may be facing a threat or slightly negative implications with digital gaining strength, news channels have benefitted from it. I believe all media websites clubbed with all social media apps/sites, etc. help to lead traffic to News channels. While all news breaks on digital platforms, immediately, to get more information, one turns to news channels and the channels that provide more credible and correct information win in the pecking order.

Demand and supply is the simplest, age-old model that holds true even today and will remain. This is the fundamental law on which the industry works and news channels, too, are not an exception to this.

Last but not the least, for a news channel, it’s the brand ambassadors that are the face of channels/networks and they are the ones who help sustain their perception. It is this sales force from the head to the executive that makes numbers happen.

The author is the CEO of Forbes India and president - revenue, Network18. The views expressed here are his own and Indiantelevision.com may not subscribe to them.