NDTV has come up with an advertisement, branding itself as a “non-tabloid” news channel while targeting its competition as being sensational and hysterical.This is perhaps the first time that the channel has so openly – but without taking names – come out against another news channel/channels.Without mincing words, the ad targets the channel, saying the “biggest danger to Indian television” is “sensationalism, hysteria, wild accusations, polarization”. In short, “tabloid news”. Watch the video here:The directness of the attack is similar to the ad war between The Times of India and The Hindu, when the former had launched its Chennai-edition. The NDTV ad, however, just stops short of naming the channel, unlike the two newspapers which targeted each other by name, and also by cleverly playing with each other’s names and qualities.In the past too, NDTV had issued an ad, but what is different this time, is that ads are getting bolder, giving clear indications as to who the target of the ad’s ire is.Regardless of targeting each other in advertisements, news channels have in recent months even congratulated themselves over beating the competition for breaking one news story or another, or when they have a scoop that no one else does. In an ad this week, about TV ratings Times Now Editor-in-Chief Arnab Goswami said that his channel had done better in comparison with other “small English news channels”. Read: Times Now Editor-in-Chief Arnab Goswami to also head ET Now?