Television

'Unsung heroes' Regional Cable channels could shine post CAS: MSOs

MUMBAI: They were referred to as the "unsung heroes" --- a term used by CMCG managing director Samir Kale for cable channels --- but several MSO representatives urged the industry to have a serious look at them as the business potential is immense.

The general consensus at the session on "Cable TV channels: are they an attractive option post CAS?" at The National CAS Media Summit 2003 organised by indiantelevision.com today was that FTA regional cable channels that show films will prosper in the post CAS scenario. Reason: the satellite movie channels intend to remain pay.

However, media planners and buyers will look for "quality transmission, localization, innovation and better statistics" in the cable channels.

Kale moderated the session with a panel that had stalwarts Live Satellite Media CMD Atul Saraf; Update Media Channel Partners MD Sharad Alwe; Euro RSCG's media independent Media Planning Group president Sandip Tarkas; IndusInd Communications vice- president George Sebastian and Hathway Cable and Datacom GM Rajiv Parekh

MSOs also maintained that the menace of piracy can only be curbed by technology that will empower MSOs to take control over their networks and as the focus of the cable trade shifts towards providing content for a price. 

Here, we present some excerpts from the discussions.

Live Satellite Media CMD Atul Saraf 

Regional cable TV gets 70 per cent of its advertising from local clients and nearly 90 per cent of this comes from scrolls, while the remaining from TV commercials. The share of corporate entities is 30 per cent, out of which scrolls account for 10 per cent and ad films account for the rest.

Regional cable TV offers guaranteed viewership and has a higher retention capacity. Its availability on the prime band is a big advantage.

However, regional cable has never been an organised sector, which is likely to change post the implementation of CAS. It will also get recognition amongst the media planning fraternity. Monitoring agencies will have to track these channels seriously. More viewers will watch these channels and the eyeballs will bring in more revenues.

As more monies come in, the transmission quality will improve and so will the content.

Last mile operators (LMOs) know exactly what the consumers in their area or locality prefer.

Piracy is no longer an issue as technology has progressed by leaps and bounds. The MSO can control the feed in the network more prominently than ever before. Also, competition in the past had led to piracy. Now, the MSOs and cable operators will focus on expanding their revenue base through the opportunities given by the set top box.

Update Media Channel Partners MD Sharad Alwe

Several top advertisers such as Hindustan Lever have started using the regional cable channels simply because their research showed that these channels could not be ignored.

Corporate advertising accounts for Rs 500 million.

In several areas or localities, these regional cable channels give 100 per cent reach and are highly popular.

Euro RSCG's media independent Media Planning Group president Sandip Tarkas

Media planners and buyers have always had an issue with the measurement of these regional cable channels and the quality of transmission.

The size of the pie is between Rs 3 billion and Rs 7 billion at the headend level. I don't see the share of the ad pie increasing phenomenally.

However, if MSOs are able to really localize the content and innovate - for instance local news channels, local sports channels, local events channels (festivals) - then one can expect the pie to grow.

INCableNet IndusInd Communications vice president George Sebastian

Media planners and buyers need to seriously look at the organised cable business as against the entire regional cable channel business because the former has certain attributes such as a controlled environment; better supervision and is tracked by the rating agencies. TAM tracks the FPC based centrally capsuled network channels such as CVO. Several MSOs such as INCableNet have augmented their fibre optic networks in metros in order to improve quality of transmission.

A dipstick study showed that consumers, across viewership segments, prefer movie related software. Their preference for movies will increase post CAS given the fact that there are no FTA movie channels. There will be a shift of viewers towards such channels. As far as audience shares are concerned, already, the capsuled regional movie cable channels are giving the satellite channels a run for their money during the weekends.

MSOs such as INCableNet have invested in films (financing, producing) and have very strong library/archives. The new pact between the cable fraternity, distributors and film producers will pave the way for quality content being shown to consumers; there could be sharing of revenues too in the post CAS scenario.

Hathway Cable and Datacom GM Rajiv Parekh

The post CAS scenario will provide an opportunity to increase the ad rates as eyeballs will increase.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/cc.jpg?itok=vyxpkA3V
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/usports.jpg?itok=kTmil1B-
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/dth.jpg?itok=SKeBAh70
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/challenge.jpg?itok=evdSw-BZ
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/BBC.jpg?itok=JOGTF9zH
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anupam.jpg?itok=fMDsUqO6
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/star-bharat.jpg?itok=kT6YtkU0
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/aaj-tak-barc.jpg?itok=4sc6BHYP
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/karan-bajaj.jpg?itok=jxlg_oWY
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