ABSTRACT
This chapter focuses on consumption of the media texts aired on NDTV 24×7 and Aaj Tak, respectively. It approaches the issues of media consumption from two levels – organizational and viewership. At the organizational level, the focus is to examine how journalists and news professionals working in the two concerned news organizations identify their viewership base. It probes into the kinds of processes, techniques, strategies used by them for producing content for their targeted audiences. At the viewership level, an attempt is made to make sense of how news audience understand and interpret news reporting by news channels, in general. A probe into the nature of engagement of audiences with two concerned news channels is also undertaken. This helps to explore the role of television news media in making an informed citizenry.
