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When news channels and media are struggling to hold on to their viewership amid increasing pressure of TRPs, CNN-IBN has taken over Channel 7, the Hindi news channel promoted by Jagran Group of newspapers. A new team headed by Ashutosh, a fire-brand anchor and Executive Producer of Aaj Tak news channel, is currently busy giving a new look to the channel in collaboration with CNN-IBN Editor-in-Chief Rajdeep Sardesai. Says Sardesai: "In the next 100 days, our target is to grab the maximum space in viewers’ mind through hard news, and in-depth coverage of current and social issues." The baseline of the channel will be Khabar Har Kimat Par from the present Zindagi Live, in line with the Whatever it Takes of CNN-IBN. "We are aiming to offer the aggression of cricketer Virender Sehwag and sophistication of Rahul Dravid to produce Sachin Tendulkar in the media," he adds. At CNN-IBN we are emphasising on putting news in perspective — by offering backgrounders to each story. There is a strong research team to provide supportive material, claims Sardesai. Do smart anchors help news channels attract more eye-balls? Says Sardesai, after a pause: "At the most, 20 per cent of the viewers may be attracted through good looking news anchors, and their individual style of presentation. But for the rest, it is the hard news that matters." That is why our emphasis will remain on the core values: "News with a passion and credibility of the news."
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