NEW DELHI: Zee Hindustan, Zee Media Corporation’s Hindi news channel on January 9, Wednesday waged a war on its rival channels.
The channel announced its anchorless initiative by putting out a full page advertisement in The Hindustan Times announced that it has become “India’s first news channel to go anchorless”.
In its advertisement, the channel said: “Ab anchor nai, khabrein khud bolengi, kyuki aap samajhdaar hai (now anchors won’t, news will speak on its own because you are intelligent).”
For Goswami, the content of the advertisement read, “Arnab ki debate ab kaun sunega (Who will watch Arnab’s debate now?).” For Kashyap, it said, “Anjana ki zarurat thi sirf kal tak (Anjana was required only kal tak (till yesterday)).” As for Rajat’s courtroom, it stated: “India mai ab Rajat ki adalat band (Rajat’s adalat will shut down in India now).”
The Kal Tak jibe was in reference to Anjana’s channel Aaj Tak, while Rajat Sharma’s courtroom was aimed at the India TV owner’s famous courtroom drama TV show Aap Ki Adalat.
The newspaper advertisement has created quite a buzz on social media too.
@Zee_Hindustan , you call this healthy competition????
What ad is this!!!
Anjana has been great for ages and Arnab doesn't even belong to the Hindi genre….. and most importantly people decide whom they'd watch and whom they wouldn't!!!! pic.twitter.com/sbXTQ8L0hL
— Harshitha M Varadaraj 🇮🇳 (@HARSHITHA183) January 9, 2019
— Manisha Pande (@MnshaP) January 9, 2019