MUMBAI: It looks like Aaj Tak is quite serious about its catch line 'Sabse Tej'. The broadcasting arm of India Today group, quoting the latest TAM ratings, says it has reached an all time high of 23 million viewers.

The rise in viewership is reflected in its market share which is now 55 per cent, according to an official release.

In an attempt to spruce up its news presentation, Aaj Tak has introduced a number of innovations. As part of this effort, Aaj Tak plans to chuck its drab and non-communicative interviewing style.

Last year during the budget the channel interviewed then finance minister Yashwant Sinha accompanied by his wife at a lunch session. This year the current railway minister Nitish Kumar was interviewed after the presentation of the Railway budget in his special railway coach while moving around the city.

Says CEO G Krishnan: "This is yet another step towards the next generation news which doesn't have to be grim. With the implementation of these innovations we will transform news presentation, make it more lively and appealing, and thereby draw more viewers to the channel."