If ET Now is indeed beating CNBC TV18 in the English business news viewership segment it doesn't really need a puff job from the group's dailies does it? But on September 9 ToI saw fit to carry a three column top-of-the-page story on how brilliantly the channel was doing in the NCCS AB Males 22+ segment. "When it matters the most, viewers have always turned to ET NOW for the most credible and commendable perspective of the financial markets." News reporting or endorsement?