India TV (Independent News Service Pvt Ltd) is a Hindi news channel based at Broadcast Centre, Sector-85, Noida, India. It is a news channel that has appealed to the Indian masses for its unique style of presentation that is targeted at the common man and not at the elite unlike most news channels. It has been criticized by the print media for its 'in the face reporting' however television viewers have lapped it up and the channel's market share shows the shift in the viewer preference from mundane to loud.