How much advertising revenue will Headlines Today generate?
It’s difficult to give a number. Ours is a very conservative estimate as we do not see substantial money coming out of the English market. However, we’re expecting to generate Rs 30-40 crore (Rs 300-400 million) in the first year. How does this compare with Aaj Tak revenues? Aaj Tak generated over Rs 100 crore (Rs 1 billion) in advertising in 2002-2003. That is, in its second year itself, it earned more than two of its biggest rivals. We estimate that together, Zee News and Star News may have clocked Rs 80 crore (Rs 800 million) in advertising. Will the advertising market for news expand? The news market is expanding; both in terms of viewership and revenues. When we started, news generated Rs 125 crore (Rs 1.25 billion). Today it is closer to Rs 250 crore (Rs 2.5 billion). The total advertising industry is growing at around 10-15 per cent annually. Of this, the bigger growth will be in television advertising. News rather than entertainment will grab a major chunk of this growth. For a
