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Over a transformational two-week stretch that could mark a turning point in the news telecast ecosystem, BARC (Broadcast Audience Research Council) data for Week 15 and Week 16 reveals that India’s First Global Multicast News Hub – Live Times has overtaken NDTV and DD News in Average Time Spent (ATS) per viewer — a metric increasingly seen as the gold standard of audience trust and news engagement. The findings, backed by BARC’s transparent and industry-accepted measurement system, reflect a subtle but important shift in viewer priorities. It’s no longer just about reach or breaking headlines — it’s about the trust of the audience on fact-based news.
BARC Ratings: Letting the Numbers Speak
BARC’s robust ratings data often spotlight overall impressions or market share, this time, ATS (Average Time Spent) has taken centre stage. In a crowded media space, where fleeting attention spans dominate, the data reveals something remarkable — viewers are spending more time on Live Times than on legacy brands like NDTV and DD News.
Inside the Newsroom: Why the Shift Matters
The latest BARC data serves as a powerful affirmation of Live Times’ editorial direction — one that prioritizes factual, balanced, and people-centric journalism. Rather than succumbing to sensationalism, Live Times has focused on building a seamless, multicast newsroom that offers the same reliable news experience and this commitment is paying off, as evidenced by Live Times’ impressive Average Time Spent (ATS) of 00:09:29, leading both DD News (00:09:02) and NDTV India (00:07:35) in Week 15 and Average Time Spent (ATS) of 00:09:44, leading both DD News (00:09:17) and NDTV India (00:07:45) in Week 16. These numbers represent not only increased viewership but also a deeper, more engaged audience that values quality journalism over superficial headlines.
Mr. Dilip Kumar Singh, Founder Live Times highlighted, “This milestone belongs to the newsroom,” said a senior editorial producer. “In an age of noise, we’ve chosen clarity and report news that matters. In an age of speed, we’ve chosen accuracy. The data proves that viewers value that.”
The BARC ratings highlight a broader moment of introspection for Indian media. Citizens are simply becoming more selective, more conscious, and more discerning. This presents a tremendous opportunity for newsrooms across the country: to return to the fundamentals of journalism, to invest in credibility, and to create content that informs rather than overwhelms.
The channel’s meteoric rise is driven by a strategic departure from convention. Live Times was built on a foundation of truth-first storytelling, and it shows in every news telecast.
· Fact-based Journalism: Every piece of news is meticulously verified before it goes on air. Speed never comes at the cost of accuracy.
· Civil, Insightful Debates: The channel has replaced noise with nuance, offering a stage for reasoned discussion rather than televised shouting matches.
· Voices from the Ground: From grassroots activists to specially abled achievers, Live Times has made it a priority to highlight the real India — often ignored by mainstream narratives.
“What BARC’s data reveals is not just a passing trend, but a profound transformation in how the audience engages with news. As Average Time Spent increases for fact-first journalism, it is a clear indication that the audience is no longer willing to settle for superficial reporting. This is the moment for the entire industry to rethink its approach to news,” added Mr. Dilip Kumar Singh.
