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For over three continuous days, all the news channels in India had one common phrase plastered across their graphics: Breaking News. As the nation’s people watched in shock and disbelief how Islamic radicals indulged in senseless killings of innocent people, one would feel that the Indian media has finally come off age. However, a recent perception research study by The Smart Cube, an international business and research firm revealed that the even the most popular news channels had failed to create a niche for themselves.�

The study revealed the fragmentation in the news channel sector as viewers were not impressed by any particular current player to flock to their coverage consistently. Whether it was political, international, sports or entertainment news, none of the channels had developed an expertise in these fields, the report pointed out.

The trend of slivered viewership was evident during and after the attacks as the TRP ratings of the channels were numbers in close range to each other. Viewers often find news channels without having a distinct identity of their own as their coverage looks like clones of each others.

While English languages news channels are generally perceived as providers of superior and standard news coverage as they don’t indulge in sensationalism. On the other hand, almost all Hindi news channels resort to sensationalism in their reportage – the only practice which distinctly segregates certain parts of the audience who either like or dislike such juiciness.

The Smart Cube study has once again reiterated the need for more mature editorial policies that the increasing educated segment of viewers so desperately crave.