What is Prime Time

Because of its dense population and rising economy, many companies in India appeal to their consumers through advertising agencies. In the Indian advertising sector, the agencies that became dominant were British agencies until 1947 and local agencies starting from 1947. When the country gained its independence in the 1990s, foreign advertising agencies again became dominant in the country with the new economic approach adopted. This research aims to explore the advertising practices in the prime-time zone on Indian television channels with a special focus on the prime-time zone advertisements of the ABP News TV channel, which broadcasts continuously on YouTube and has the most followers. In the research, it is concluded that health advertisements are broadcasted more frequently on TV than in other sectors. Performance and quality are frequently emphasized in the advertisement content, and the positioning strategy is more frequently adopted by advertising agencies.