In what industry watchers are calling a defining moment for India’s news broadcasting space, Live Times has overtaken legacy players NDTV and DD News in Average Time Spent (ATS) — a crucial metric that reflects viewer engagement and trust.

According to BARC (Broadcast Audience Research Council) data for Week 15 and Week 16, the country’s first global multicast news hub has emerged as the most engaging news channel in terms of how long viewers are tuning in.

As per a press release issued by Live Times, the channel clocked an ATS of 00:09:29 in Week 15, surpassing DD News (00:09:02) and NDTV India (00:07:35). The momentum continued into Week 16, with Live Times extending its lead with an ATS of 00:09:44, once again ahead of DD News (00:09:17) and NDTV India (00:07:45). In an era where viewer attention is fleeting and fragmented, these numbers are being seen as more than just ratings — they are a direct reflection of audience loyalty and confidence in the channel’s editorial philosophy.

Unlike traditional metrics such as reach or viewership impressions, ATS has increasingly become the gold standard in determining how meaningful a channel’s content is to its audience. And the numbers tell a compelling story — viewers are choosing to stay longer with Live Times. This speaks volumes in today’s hyper-competitive media landscape where breaking news is no longer the differentiator; trust and substance are.

The channel’s editorial team attributes this surge to its unwavering focus on factual, people-first journalism and a conscious move away from sensationalism. “This milestone belongs to the newsroom,” said Dilip Kumar Singh, Founder of Live Times. “In an age of noise, we’ve chosen clarity. In an age of speed, we’ve chosen accuracy. The data proves that viewers value that.”

The BARC data, widely regarded as the industry benchmark for television audience measurement, reflects a deeper undercurrent — viewers are becoming more discerning and selective. The growing ATS for Live Times indicates a pivot back to fundamental journalism values: truth, balance, and ground reportage. The newsroom has consistently prioritised accurate storytelling over fast but flawed reporting.
What has worked in Live Times’ favour is its strategic editorial direction. Whether it is fact-based journalism, civilised panel discussions, or giving space to real voices from across India, the channel’s programming decisions have set it apart. From covering grassroots movements to bringing underrepresented voices to prime time, the channel has taken bold steps to redefine news broadcasting.

“This isn’t just a weekly ratings win — it’s a sign of a broader shift in viewer expectations,” added Singh. “Audiences are no longer satisfied with superficial coverage. They want depth, nuance, and integrity — and that’s what we aim to deliver.”

As the media ecosystem continues to evolve, Live Times’ rise offers a moment of reflection — and a challenge — for newsrooms across India: to return to the fundamentals, to invest in editorial credibility, and to create journalism that informs, empowers, and earns the viewer’s time.