Specials
×

Indian print media still has time before negative trend starts: N Ram

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/11/Untitled-1_7_0.jpg?itok=Zt4Izr4w

MUMBAI: The Indian print market is different from the west and is still showing growth in readership unlike many matured markets where digital growth is affecting readership. India has a ‘new kind of advantage’ as readership is still growing.

However, even if the media here is growing, it can’t afford to be complacent about the timing because India could head towards “a mature market-like situation”. These were the thoughts of The Hindu former editor-in-chief N Ram, who was delivering a keynote at the third day of global media convention Ficci Frames 2012.

Throwing a word of caution, Ram said that in 3 to 7 years, Indian print would start suffering the same fate as that of the US.

Citing the example of matured markets, Ram said that newspapers and broadcast are in “irreversible decline” mode and there is “anxiety and gloom”.

Ram was talking on ‘Building Deeper Reader Engagement- Sustaining Long Term Newspaper Loyalty over Regions’. He said that in the mature markets, news media is in crisis because of a decline in the circulation as more people are embracing digital. Even in the broadcast media the dominant players are witnessing sharp decline, he said.

However, India has a different advantage, said Ram while outlining the “Two Media World Phenomenon". He said that regional languages and Hindi newspapers are seeing increase in their circulation. He was optimistic that the medium term prospects for the media industry are looking good.

He stressed on the need of building the bond of trust with the readers, which according to Ram can engage the readers to sustain their loyalty.

Ram said that the most important thing is to stick to the basic principles of journalism – context, accuracy, perspective, fact checking and verification. This, according to him, is imperative in building a relationship with the readers.

Ram said that “trust is the key to good journalism”. He emphasised on the need for a brand to be clear about its identity, core values and focus without imitating anybody else.

He also warned against “editorialising in the guise of news” and said that the readers want shorter articles and more analyses and editorial content and views, especially in the digital viewing context.

Talking about digital, Ram said that the time is more challenging and exciting than ever before. Increasing popularity of the digital media will hurt circulation.

Terming it as a “Digital Age Paradox”, Ram said that the newspapers are witnessing increase in readership of their online editions. However, there is no business model.

Ram said that the revenue model has not been evolved for the digital yet and so it will not replace the old revenue model of the newspapers any time soon. In the digital era, a major share of the revenue goes to the search engines like Google and content providers like iPad apps.

This, he said, is squeezing the newspapers’ revenue, as they have to subsidise digital journalism, which is cannibalising their circulation.

Dainik Bhaskar Group director Girish Agarwal also stressed on the need of maintaining the standards and fundamentals of journalism.

As per Agarawal, India had a huge advantage in terms of numbers as there is a huge gap between people who can read and who actually read a newspaper.

He added that its a Herculean task for intellectual organisations like newspapers to be relevant to consumers (readers) while keeping the fundamental of news intact. He said that a newspaper brand cannot rest on its past glory but should move ahead by acknowledging and understanding what the consumer wants.

He also added that newspapers should have “global vision and hyper local content”.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/yearrr.jpg?itok=oWSG4-ps
2017 for infotainment and lifestyle channels

MUMBAI: The infotainment and lifestyle genres can’t compete with GECs when it comes to ratings but that doesn’t dampen the spirits of channel heads. New shows are constantly launched to engage the tight community of viewers that channels in the category command.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/year.jpg?itok=5GvcFiSh
2017 was a regulatory roller coaster and the ride continues

NEW DELHI: The year 2017 for the media industry certainly couldn’t be called easy from the point of doing business despite efforts and claims by the federal government that significant progress had been made in the regard.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/ye.jpg?itok=x24qJXmR
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/content.jpg?itok=_9GC25n5
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/dth.jpg?itok=QkzMsFlZ
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/year.jpg?itok=Qc8RGGh9
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/Untitled-1.jpg?itok=bmTRbT_m
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/ear.jpg?itok=jT2Q8mKD
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/03/year.jpg?itok=SbrfiYTZ
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories