She has always carved a distinct path for herself. From her early stints at British Sky Broadcasting and Zee TV to co-founding Independent News Service in 1997, Ritu Dhawan broke new ground by seamlessly introducing news programming into what was then a predominantly fiction-focused satellite television space in India.
Her achievement in producing & directing the iconic talk show Aap Ki Adalat, has captivated audiences since its debut in 1993. Building on this success, she reached the pinnacle of her career by establishing India TV along with Rajat Sharma. Her leadership at India TV has not only propelled the channel into millions of households but has also positioned it as a pioneer in embracing new-age digital platforms.
Indiantelevision.com’s Rohin Ramesh caught up with Dhawan, where she discussed the evolution of digital-first news platforms, Connected TV’s (CTV) evolution & impact in news streaming and much more.
Edited excerpt
On the rise of digital-first news platforms & India TV adapting to this trend
Today, staying relevant means embracing new ways to connect with our audience where they are most active. At India TV, we are deeply committed to a digital-first approach, transforming how we create, distribute, and engage with content online. Our flagship digital initiative “Speed News” exemplifies our commitment to delivering rapid and high-quality updates. We have also launched different dedicated segments to offer tailored content that resonates with our viewers’ interests, ensuring that our content aligns with their viewing habits and expectations.
Using advanced analytics, we closely monitor audience feedback to refine our approach and deliver more engaging and shareable content. On platforms like YouTube, Facebook, Instagram and X we focus on dynamic video content that can quickly capture attention while providing deeper coverage on our digital channels. This approach ensures that India TV remains at the forefront of the digital age, meeting the evolving needs of a modern, online-first audience.
On audience consumption pattern changing over the years, especially with the rise of mobile and internet news consumption
Audiences are increasingly turning to big screens, particularly for rich & lengthy content. CTV is reshaping how people consume news, with many preferring the comprehensive experience of watching on larger screens. Understanding these shifts, we adapt our content to meet viewers where they are. For instance, video content, including short-form updates and interactive segments, performs well on social media, while traditional articles continue to engage readers on websites and discovery platforms like Google. By recognising these distinct preferences, we offer a range of formats tailored to the needs of our audience, whether they are scrolling on mobile or watching on CTV. This approach keeps our content accessible, adaptable, and relevant across all platforms.
On seeing the relationship between traditional TV news and social media evolving
At India TV, we are using social media not only as an extension of our TV broadcasts but as an active engagement tool. Real-time updates, short video snippets, and highlights help us reach younger audiences who prefer quicker, on-the-go content. At the same time, our longer TV segments continue to offer in-depth reporting and analysis.
With new formats like video-on-demand (VOD), short reels, and real-time updates, we can deliver news faster than ever, engaging viewers instantly. Social media allows us to provide early insights and instant access, and our viewers can tune into live broadcasts for a comprehensive perspective.
That said, the rise of social media has introduced unique challenges, particularly around credibility, as these platforms can sometimes contribute to the spread of misinformation. To address this, we prioritise fact-checking and sourcing to maintain the trust and credibility that define our brand. This dynamic integration enables us to stay relevant and maintain the credibility and trust associated with our brand.
On CTV emerging as a significant platform for streaming content & being a dinner table conversation for the media industry
CTV is setting a new standard for the broadcasting industry, driven by the principles of content, connectivity & convenience—the three Cs that define the future of viewing. India TV’s commitment to delivering quality content stands at the heart of our CTV strategy. With a focus on producing high-caliber news stories that retain depth and integrity, we’re shaping an experience that resonates with today’s viewers seeking credible journalism.
Connectivity is another pillar of our approach. By developing apps optimised for smart TVs, tablets and smartphones, we’re ensuring adaptability across all devices. This allows viewers to stay informed and engaged on any platform they choose, whether they’re watching from home or on the go.
Convenience completes the trifecta, offering a tailored, on-demand viewing experience that puts control in the hands of the audience. With interactive features like live chats, personalised recommendations, and seamless streaming, our CTV platform meets viewers wherever they are and whenever they’re ready to tune in.
India TV is combining traditional news depth with the immediacy and flexibility of CTV, positioning us to engage a generation that values trusted journalism as much as the freedom to watch on their terms.
On striking a balance between delivering hard news & incorporating lighter, more engaging content to appeal viewers
Our strategy at India TV is to provide a mix of hard-hitting news and lighter, more engaging content. We ensure credibility and depth with hard news segments covering politics, international events, and investigative journalism, while appealing to younger viewers through segments that explore lifestyle, entertainment, and trending topics.
Our Speed News segments, such as Speed 50, Speed 100, Duniya 20, Mausam 20 & Sports 20, provide quick, impactful updates, allowing us to deliver a broad range of topics in digestible formats.
During the Covid-19 pandemic, we introduced two uplifting shows—Yoga News & Jeetega India, Harega Corona—to bring positivity to our viewers. These programs showcased our ability to balance hard and soft news, offering both reassurance and reliable information during challenging times. This dual approach lets us stay true to our journalistic roots while embracing the variety that today’s diverse audience values. By offering both serious reporting and lighter fare, we cater to the wide-ranging interests of our viewers, keeping them informed and engaged.
On gen Z audience turning increasingly towards digital platforms for news rather than traditional TV
While digital platforms have become the primary source of news for younger generations, traditional TV news continues to hold a strong reputation for credibility among them. Take “Coffee Par Kurukshetra,” for example, a segment that resonates deeply with younger viewers, with 40 per cent of its audience under the age of 35. We see similar engagement across other segments, such as Speed News on YouTube, where half of the viewers are under 35, as well as our yoga channel and “Aap Ki Adalat,” with 56 per cent and 47 per cent of their respective viewership also within this younger demographic.
This demonstrates that younger audiences value trusted journalism but prefer to access it in formats suited to their digital habits. By tailoring our content for digital platforms, we ensure that these viewers stay connected to trusted journalism while engaging with us on their terms.
On India TV ensuring credibility and trust with its viewers
In today’s climate of misinformation, India TV stands firmly for credibility and trust. Our fact-checking team rigorously verifies content before it reaches the public, ensuring that our viewers receive only accurate, well-vetted information.
We also proactively monitor the spread of fake news, maintaining vigilance to protect our viewers from misinformation. This commitment to authenticity has allowed us to build lasting trust, making India TV a reliable source in an age of unreliable information.
On working behind the scenes for years, shaping the channel’s growth, your personal motivation & guiding philosophy throughout this journey
A deep sense of purpose and responsibility toward our viewers has always driven my journey with India TV. I approach each decision as a meaningful step toward building a stronger connection with our audience. Guided by an audience-centric philosophy, I focus on understanding diverse viewer needs and aligning our content to serve those needs.
As a certified content producer, adapting to technological shifts and staying ahead of media trends have been integral to my role. This focus on innovation and audience engagement has allowed me to contribute to India TV’s growth in a way that is both impactful.
