News is hip, news channels are happening. Ergo, news presenters in India are fast becoming telly stars in their own right.

With more than a dozen news channels on the Indian skies; the war to get more eyeballs is no longer just about being sabse tez but about being sabse sleek… and sabse cool.

The result - news rooms are getting hotter, with the focus on anchors leading the charge across channels. After all, viewers are not bothered about who gets the news first but who is presenting it and how! With Preity Zinta taking cues from Barkha Dutt in Lakshya and folks like Rajdeep Sardesai, Nidhi Razdan and Mini Menon emerging as celeb anchors in their own right; channels have accelerated their search for faces that can get the TRPs soaring.

Aaj Tak recently went in for a new look, complete with hip anchors and smart presenters with a distinct upmarket feel. Star News too has recently groomed a team of nearly two dozen reporters and presenters trained in every sense to take on the reins.

So, how important are looks and styling for a news anchor? Says Radhika Chaturvedi, Star News' City 60 host, "Well, a pretty face does help you to get on with the job but that's about it. Later on, it's how you interact and what you deliver on-screen, and how you quiz your guests. Earlier, you had just pretty looking news readers who didn't have a journalistic background, but now that's not the case."

Not many would deny that an attractive face can never be a replacement for journalistic acumen; but designers, and newly emerging styling departments in news channels continue working overtime at the backend. Says Star Report anchor Siddharth Sharma, "We do have a department to look into our wardrobe, styling and what we look like. That helps because I might not have a good sense of dressing up, and that can put off viewers. And there are times when one has to go on air immediately; so there's very little time to think of what to wear. So, it helps if someone is taking care of that." As former Star News head Ravina Raj Kohli recently said in an interview, "You don't have to be ugly to be intelligent."

Says Anuradha SenGupta, who's the Trendmill anchor on CNBC TV18, "I edit all the shows that I anchor. Editorial acumen together with presence is what makes an anchor count. Just enough to ensure that the anchors who represent or personify the channel are pleasant and well groomed."

Ok, looks are important then, but only so much. But can anchors really get the TRPs going? News channels abroad are largely anchor driven - CNN has its Larry King and BBC its Tim Sebastian.

Can it happen in India too? Says SenGupta, "There is a move towards that here as well. You saw Star News brand programmes with the names of some well known media personalities at one point. But I don't think that's a trend barring a few anchors on talk shows and interview based shows."

Adds Shereen Bhan, CNBC TV18's star anchor, "Just a dash of lipstick and powder and I am on air. Just good looks and grooming of the anchor can't bring in dedicated audiences." Though many rate Shereen very high in the looks department; she insists her job is anything but glamorous, " I really think anchoring a news show is more about your editorial authority and integrity and not so much designer wear or grooming. Smart, yes but not overdone that's the look I think works best!"

Look good, think smart. That's the mantra of the new breed of TV journos!