ESPN looks to strategise to counter CAS effect

NEW DELHI: A "substantial" part of the revenues of ESPN India, as too with other pay broadcasters, is likely to get affected in the post-conditional access scenario.

The need of the hour, then, would be to strategise to "neutralise" that effect, a senior ESPN India executive has said.

"Certainly our revenues would get affected as that will be of others. But the challenge would be to have a strategy or strategies in place to try to neutralise that once CAS is implemented," ESPN India's MD-designate RC Venkateish, told during an informal chat on the sidelines of a media function organised here yesterday.

Though Venkateish did not give out numbers, he did admit that the near-term revenue hit post-CAS would be "over 20 per cent".

In a post-CAS regime, it would not only be distribution that would decide matters, but content too, since choice would be in the hands of the consumers, Venkateish said, adding, "You would have to have compelling content to be able to sell the channel to the viewer, just as is done in any other sector. If the content is not good enough, the consumer will not buy it, the same way as the consumer does not buy a bar of soap that he does not like."

Venkateish takes over formally as the India country head from Manu Sawhney on 1 August. The latter has now been relocated to Singapore after heading the Indian operations for several years from the time he took over from RK Singh, who had left for Zee Telefilms. Venkateish has worked in the past with multi-national companies like Gillette and Nestle and the "Indian market is not new to him." His last posting was in Japan.

According to the incoming MD of ESPN India, companies like ESPN would have to "dovetail" their own individual plans with that of the industry and the way it evolves over the year with the introduction of addressability. "With huge under-declaration (of subscriber base by cable operators), CAS may turn out to be positive for the (pay) broadcasters in the long run, but during the transition phase, as in any other transition, small problems would crop up. How they are tackled would determine the way business evolves," Venkateish said.

So, what would be his agenda? The man, who is slowly getting to know the media crowd in the Capital and elsewhere, including the government and politicians, gives a shy smile, and says, "What could it be? To chart out the path for the company here and get the revenues further up."

Latest Reads
Comedy Central sets pace for ultimate celebration with over 100 hours of non-stop FRIENDS ultra marathon for its 6th birthday

Birthdays and New Years are great occasions to make resolutions for participating in marathons. However, this is one marathon which calls for hanging up your running shoes and grabbing the best spot in front of the telly with a bowl of munchies to keep you going because, for the first time ever in...

Television TV Channels English Entertainment
U Sports launches India's first ever Multi-Platform Multi-Game E-Sports Championship - U Cypher with MTV

The Indian E-Sports scenario is all set for a major revamp as U Sports, one of India’s biggest sports business companies in association with India’s No. 1 Youth Brand, MTV, announces the premiere of their all new month-long championship, U Cypher with MTV. Premiering today, on 19th January, the...

Television TV Channels Sports
TV ownership increased by 14% in 2017: IRS

After a gap of four years, the Indian Readership Survey (IRS), which documents the growth of the media industry, has been released for 2017. The survey methodology was criticised in 2014 and, therefore, was halted for an upgrade. This time, the sample size has been increased by 34 per cent to 3.2...

Television TV Channels Viewership
CNN-News18 launches 'If I Were FM Challenge'

As part of its Budget programming, CNN-News18 is launching the ‘If I were FM Challenge’. The campaign will encourage viewers to contribute their suggestions for the Union Budget. The channel will run an extensive on-air campaign to promote the same.

Television TV Channels News Broadcasting
BBC World News to Broadcast 'China's Chat Girls'

Lele Tao is an internet superstar in China’s $3 billion dollar ‘live streaming’ industry. With more than a million fans she can earn thousands of dollars a day singing, dancing, flirting, or often just chatting into her webcam. Fans buy her virtual gifts which she redeems for cash. In return she...

Television TV Channels News Broadcasting
PKL season 6 and 7 dates announced

The second most watched domestic league in India, Vivo Pro Kabaddi League owned by Mashal Sports and Star India announced the dates of sixth and seventh season.

Television TV Channels Sports
Star Bharat leads Hindi GEC (U+R) in week 2 of BARC ratings

MUMBAI: Star Bharat emerged as the leader in the Hindi GEC (U+R) genre dethroning Zee Anmol according to Broadcast Audience Research Council (BARC) all India data for week 2 of 2018.

Television TV Channels Viewership
BARC week 2: Aaj Tak leads Hindi News in all three markets

MUMBAI: Republic TV continues its leading streak in the second week of the year as well in BARC All India ratings. News Nation stays in the top five chart in week 2 of 2018 in Hindi News Rural market. Aaj Tak tops the chart again in Hindi News Urban market.

Television TV Channels Viewership
Dsport acquires India rights of tri-nation tournament in SL

Discovery’s sports channel Dsport has acquired the exclusive India broadcast rights of Nidahas Trophy 2018, a tri-nation international T20 tournament involving India, Sri Lanka and Bangladesh. The transaction was facilitated by Lagardère Sports, the global marketing consultant of Sri Lanka Cricket...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories