In a landmark move that marks the beginning of a bold new chapter, PRAG News has officially rebranded itself as NESA Urban, a step aimed at reflecting the evolving aspirations of Northeast India’s growing urban audience. With this change, the channel is not just changing its name, but embracing a renewed identity that speaks directly to the heartbeat of the region’s dynamic urban landscape.

According to an official BARC data, the rebranding underscores PRAG News’ continued commitment to delivering fearless, people-first journalism while evolving with the times. The name NESA stands for North East South Asia, and with the addition of “Urban”, the channel aims to align more closely with modern sensibilities, audience preferences, and regional pride.

Backed by fresh branding and updated programming strategies, NESA Urban has already made a powerful impact in the ratings game. As per BARC’s GRP data for Week 20 of 2025 (CS 15+, all days, 24 hours, NESA Urban market), the channel has surged ahead of its competitors with an impressive 32.46 GRP, making it the undisputed No. 1 news channel in the Northeast urban market.

It’s closely followed by News Live at 31.46 GRP, while other popular channels like Time8 and News18 Assam North East trail behind with 15.13 and 12.96 GRP respectively. NKTv, ND24, and DY365 recorded single-digit GRPs in the 6–7 range, while the rest—including NB News, Pratham Khabar, and North East Live—remained in the lower tier with less than 5 GRP.

This overwhelming response from viewers reaffirms the trust that audiences place in the channel, even amid a rapidly evolving digital and broadcast landscape. The management of NESA Urban believes that this transformation will allow them to stay ahead of the curve by offering deeper insights, sharper storytelling, and a stronger regional connection.

The channel’s leadership has emphasized that while the name may have changed, the mission remains the same—to be the voice of the people, reporting with accuracy, urgency, and integrity. The overwhelming viewer support seen in the ratings is a clear indication that NESA Urban has struck the right chord.

“Am very happy and congratulate Team PRAG for their efforts,” said Sanjive Narain, Chairman of Prag News. His words reflect the pride and optimism within the organization as it steps into this exciting new phase.