MUMBAI: The Ministry of Information and Broadcasting (MIB) has granted permission to the TV Today Network to change the name and logo of news and current affairs TV channel Business Today to Aaj Tak HD in a letter dated 27 August 2018. TV Today Network had written to MIB requesting for these approvals on 12 October 2017.

“The Stock Exchange would be duly intimated before the launch of the channel ‘Aaj Tak HD’”, the company informed the Bombay Stock Exchange (BSE) today.

Apart from the logo and name change, the channel will also witness a change in transmission mode from SD to HD and a language switch from English to Hindi.

In the same letter, MIB also approved the appointment of India Today Group CEO Vivek Khanna, who took over the position in November last year.

Aaj Tak is the leading channel in all the three Hindi speaking markets according to the BARC data. The channel announced a hike in its ad rates earlier this week.

Aaj Tak recalibrated its rates after indexing inventory and latest leadership performance across parameters.

Commenting on the latest development, TV Today CRO Rahul Shaw said, “Given its unchallenged viewership and unparalleled following, Aaj Tak is now strategically looking at lowering inventory and compensating it with a premium pricing. With leadership across hsm, all india, urban, rural, coverage and prime time and almost a quarter of  news viewership with only one news channel on big news time bands, it is important that the leader helps the genre improve yields “.

India Today Group CEO Vivek Khanna added, “The most influential news brand of the country has been a role model for many to follow. Truth, integrity and unconventional methods of news reporting really leave no competition in sight."

In BARC’s week 33 data, the channel garnered 214534 impressions (000s) sum in the urban plus rural market. In the rural market, the channel’s recorded viewership was 102312 impressions (000s) sum. The urban market helped the channel register 112222 impressions (000s) sum.