A recent survey conducted by Nielsen measured 52 news media brands across media on trust. The Times of India has emerged as India’s most trusted English news brand across media types. What makes this win even more special is that no other print or digital brand could come near its score.
As also seen in the campaigns, Falsehoods try hard to overpower Truth – by multiplying like fake forwards, drowning T in noise, trying to deform/manipulate truth but TOI comes to the rescue, as always, with a resolve to let truth shine bright and prevail in its mightiness.
A look at the top ten reveals Twitter clinching at a second spot with a trust score of 60.7, while TOI’s trust score is way ahead at 77.6.
BBC World News is third with a trust score of 56.5 and Facebook comes fourth with a score of 54.5.
TOI’s peer in print and digital media, Hindustan Times, scored 53.4 coming fifth on the list. It is followed by India Today TV with a score of 45.4 and NDTV 24×7 on the seventh position.
During this survey it was found that diversity of views was the single biggest factor in determining how trustworthy people find a news brand to be.
Another interesting outcome was that the respondents said that brands or services advertised in print and media outlets came across as more reliable and honest, in comparison with those advertised on TV and digital media channels. A visibly direct conclusion, celebrating the power of print.
While conducting this survey, two more interesting aspects were revealed. Firstly, it was found that TOI got the highest scores in response to statements like “in depth news that is without ambiguity”.
Secondly, that half of the respondents who had read any print or digital media in the month preceding the survey had read TOI every day and 62% read it at least once every month. This goes to show the popularity that the English newspaper enjoys.
While commenting on the results, Mr. Kaustuv Chatterjee, Director TOI Brand, languages and NPI said, “This recognition reinforces our commitment to providing our readers with the most credible and unbiased news coverage. The Times of India will continue to be the torch bearer of truth, like we have for the past 185 years. We thank our readers for their continued trust in us.”
The T vs F Campaign
An interesting campaign by the print giant showcases what the print and specifically The Times of India does in keeping fake news at bay, defending the truth always, like it has been doing for the past 185 years.
Titled Truth (T) vs False (F), the campaign focusses on the battle between truth and false, a battle that has been going since time immemorial.
It shows that Truth stays undefeated, but F doesn’t die. And hence, F devises schemes to subdue and get rid of T. F has many henchmen, while T has the most trusted companion, TOI, a powerful ally that for 185 years has not only defended truth, but also ensured it triumphs.
For this campaign TOI went the creative way and made ads in a graphic novel style. The idea was to present the eternal battle of T vs F in an impressive yet interesting and poignant manner.
As also seen in the campaigns, Falsehoods try hard to overpower Truth – by multiplying like fake forwards, drowning T in noise, trying to deform/manipulate the truth but TOI comes to the rescue, as always, with a resolve to let the truth shine bright and prevail in its mightiness.
