Hindi News Anchors as Influencers: Personality-Driven News and Its Audience Appeal

Abstract

In recent years, Hindi news anchors have transcended their traditional roles as mere disseminators of information, evolving into influential public figures. Their personalities, rhetoric, and on-screen demeanour shape how news is consumed by millions. This research explores the phenomenon of Hindi news anchors as influencers, focusing on personality-driven news and its appeal to the audience. A survey-based methodology was employed to understand audience perception, preference, and response to news content driven by anchor personalities. The findings suggest a growing trend where audiences are drawn not merely by the content but by the persona of the anchor, creating a shift in news consumption patterns.