Indian News Channels & Viewership: Who Still Watches DD News?
Ever wondered how many Indians actually turn on DD News these days? The answer isn’t a simple yes or no – it’s a mix of age, region, and habit. While private channels dominate the urban skyline, DD News still holds a spot in many households, especially in rural areas.
Why DD News Still Matters
DD News is the flagship of Doordarshan, the public broadcaster that’s been around since the 1950s. That long history gives it a reputation for unbiased reporting, which appeals to older viewers and those in smaller towns. Many families grew up with DD as their main source of news, so switching off isn’t a quick decision.
In addition, DD News is free to air. For people without cable or high‑speed internet, it’s the easiest way to stay informed. The channel also airs regional bulletins, which helps it stay relevant in a country where language matters.
What the Numbers Show
Recent viewership data tells a clear story: private channels like Aaj Tak, Republic TV, and NDTV grab the biggest share among the 18‑35 age group. Their fast‑paced formats, flashy graphics, and strong social media presence meet the expectations of a digital‑first audience.
On the other hand, DD News sees higher ratings in Tier‑3 and Tier‑4 towns. According to a 2023 Broadcast Audience Research Council (BARC) report, DD News captured about 12% of TV news viewership in these areas, compared to under 5% in metros. That gap reflects both the reach of cable networks and the growing preference for streaming news on phones.
Another factor is trust. A survey by the Indian Institute of Media Studies found that 48% of respondents over 50 years old rated DD News as “most trustworthy,” while only 18% of younger respondents felt the same. Trust plays a big role when people choose a channel for serious updates like elections or health alerts.
So, does anyone watch DD News? Absolutely – but the audience is shifting. If you’re a marketer or media planner, you’ll want to target DD’s core viewers with content that respects their preference for straightforward, factual reporting. For younger viewers, a digital strategy that repurposes news clips for Instagram or YouTube works better.
One practical tip: combine both approaches. Run a short, fact‑heavy TV spot on DD News during prime news hours, then push the same clip to social platforms with a snappier caption. This way you reach the older, trust‑focused crowd and the younger, click‑hungry audience at the same time.
In short, DD News isn’t dead, it’s just playing a different role. Understanding who watches and why helps you craft messages that resonate across India’s diverse media landscape.
Arvind Chatterjee, May, 12 2023
As an Indian, I've been wondering if people still watch DD News, considering the numerous private news channels now available. From my observations, it seems like a few, especially those in rural areas and older generations, continue to rely on DD News for authentic and unbiased information. However, the younger generation and urban dwellers seem to prefer private news channels and digital platforms for their news consumption. This shift in preferences can be attributed to the diverse content and engaging presentation offered by private channels. Overall, while DD News may not be the top choice for many Indians, it still holds a special place in the hearts of some.
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