MUMBAI: Looks like the promotional ad campaign is beginning to pay off for TV Today Network's English news channel - Headlines Today. An official release from the channel states that with just a two per cent difference between Headlines Today and NDTV 24x7, the channel is giving a tough fight to the leader.     

As per the Tam data for Week 39 (week ending 25 September, CS 4+, six Metros), Headlines Today is poised to overtake its competition. With a channel share of 28.3 per cent, Headlines Today has registered a growth of 73.10 per cent while the channel share for NDTV 24x7 has dropped by 21.51 per cent to 30.4 per cent, informed the release.

Also, during prime time, both Headlines Today and NDTV 24x7 are at par with a channel share of 35 per cent. The time spent on Headlines Today has gone up to 13 minutes in comparison to NDTV 24x7's 11 minutes, a growth of 62.50 per cent in comparison to the previous week.

The release also informed that in Delhi, Chennai and Bangalore, Headlines Today has overtaken all competition to emerge as the No 1 English channel. The channel's tagline of 'News, Crisply Told' seems to be working for the channel.