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News channel Aaj Tak is India’s ‘most trusted’

The TV Today channel Aaj Tak is India's most trusted television brand, as well as the most well thought of national news channel, according to the Brand Trust Report 2012.

Aaj Tak is followed in second place by NDTV, followed by Discovery and the Zee news channels. Star Plus, Colors, Star Movies, HBO, Food Food and India TV also fared well as the nation's most trusted TV channels, according to the report.

The comprehensive Brand Trust Report questionnaire enquired into approximately 425 aspects, of which 391 were directly brand-related. The study also took into account brand recall and the trust-experience of brands.

"Trust Research Advisory's proprietary trust matrix measures 61 tangible and intangible aspects of brand trust (called primary components), which combine to encompass all positive behaviours and attitudes towards a brand. The responses to these 61 components focus on the ingredients that make up brand trust, eliciting stakeholder responses from deep-seated associations the brand makes with them," explained N Chandramouli, chief executive, Trust Research Advisory – the body behind the report.

For this part of the study, respondents were shown open ended statements on cards, and asked to name three brands each. This research generated two million data points, and 17,000 unique brands across 15 cities. The questionnaire, meanwhile, generated about 40,000 brand names.

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