Aavishkar Media Group (AMG) is all set to launch the much-anticipated 20th edition of the Chetna Yatra on September 5, along with Zee News as a Media partner.

This ground-breaking partnership between two giants of the Indian media landscape aims to foster awareness, unity and positive growth within the cable TV and broadcasting industry.

The Chetna Yatra, a flagship initiative of AMG, was conceived in 2005 by Dr. A.K. Rastogi, the visionary founder of the Aavishkar Group. Over the years, this initiative has established itself as a cornerstone campaign in India’s media ecosystem, dedicated to enlightening and empowering stakeholders across the cable TV and broadcast sectors.

The Yatra is a unique effort to connect millions of stakeholders, ranging from local cable operators (LCOs) to top-tier broadcasters, aligning with the broader vision of ‘Digital India: Uniting Minds, Connecting Lives!’.

The 20th Chetna Yatra 2024 is set to embark on a transformative journey spanning 40-45 days, covering more than 400 cities and towns across India. During this period, Dr. Rastogi will engage with over 50,000 industry workers through more than 100 gatherings, both large and small, sharing valuable insights and fostering deep connections within the industry.

The Yatra’s core mission is to keep even grassroots-level participants informed, connected, and engaged with the rapidly changing media landscape.

The campaign’s theme this year, ‘सकारात्मक जाग्रति’ (Positive Awakening), resonates with its primary focus on spreading optimism among cable TV operators under the slogan ‘जागो LCO जागो’ (Awaken LCOs). This slogan highlights India’s stature as the second-largest subscription television market in the Asia-Pacific region, with a substantial base of subscribers contributing to the industry’s growth.

The Chetna Yatra 2024 unfolds against a backdrop of remarkable growth and transformation within India’s television sector. In the past decade, the cable & satellite (C&S) TV market has witnessed significant changes, primarily driven by the digitization of the cable TV sector.

Along with urban households adopting hybrid viewing habits that combine live TV with streaming services like Disney+ Hotstar and Netflix, the industry is navigating a complex landscape of evolving media consumption habits.

The Chetna Yatra has been a platform for thought leadership and industry advocacy, inaugurated in the past by prominent figures, including former I&B Minister Prakash Javadekar; Union Ministers Narinder Singh Tomar and Gajendra Singh Shekhawat; former Health Minister Dr. Harsh Vardhan and Dr. Subhash Chandra, the visionary founder of Zee Group.

These leaders have underscored the importance of the Yatra in promoting industry growth and resilience amid rapid technological advancements and shifting market dynamics.

As the Chetna Yatra 2024 sets sail today, it promises to be a milestone event, bringing together stakeholders from all corners of the media landscape. The Yatra will not only celebrate two decades of impactful journeys, but also chart a course for the future, as it continues to champion the cause of a connected, informed, and digitally empowered India.

With a stellar lineup of partners like, Den, Hathway, Zee, GTPL, GTPL Buzz, Dangal TV, Bhojpuri Cinema, Sanskar, Satsang TV, supported by BVG, Fastway, and Bhakti Sagar, along with Indianbroadcastingworld.com as Digital media partner, as this year’s Yatra aims to address the pressing challenges and opportunities in the media sector, foster collaboration among industry players, and drive innovation that benefits millions of subscribers across the nation. As India positions itself among the few countries expected to achieve double-digit growth in television advertising, despite a projected decline in subscription growth, initiatives like the Chetna Yatra become all the more significant.

The 20th Chetna Yatra is not just a campaign— it is a movement that continues to inspire, connect, and empower those who shape India’s media landscape. As Aavishkar Media Group creates this landmark edition, the journey ahead is poised to bring about a positive transformation, bridging gaps, fostering dialogue, and uniting minds across the nation’s diverse media ecosystem.