People are curious and they watch news to get their curiosity satisfied. News is a window to the issues affecting a person's world and the manner in which it is conveyed shapes the news, consumers' opinions and beliefs. It allows the development of views on various topics, be it in terms of social structure, economic conditions or political scenario. The question arises, `Can news channels provide better services with the use of Viewer Relationship Management (VRM)?' Since news channels are a part of services, VRM analysis has been presented using the 7 Ps framework or services marketing mix.

Scott Fletcher of i2 defines Customer Relationship Management (CRM) as an enterprise-wide mindset, mantra and set of business processes and policies that are designed to acquire, retain and service customers. VRM, which is nothing but CRM applied to audio-visual media, is a business-related philosophy and set of processes and policies, which help in acquiring and retaining viewers—irrespective of whether they are direct (pay channels) or indirect (free-to-air channels) customers. The goal of VRM is to optimize viewer satisfaction, and increase revenue and business efficiency by building the strongest possible relationships with viewers at the organization level.

News captures life as it goes by and the manner in which it is conveyed shapes the news consumers' opinions and beliefs. It allows the development of views on various topics, be it in terms of social structure, economic conditions or political scenario.

Viewer Relationship Management, VRM, Customer Relationship Management, CRM, audio-visual media, social structure, political scenario, philosophy, organization level, Viewer, Relationship, Management, Infotainment, Information, Entertainment, DTH operators, strategies.