Television

'FTA will give eyeballs, pay will provide stickiness'

MUMBAI: The free to air channels will provide the eyeballs and the pay channels will provide stickiness. These words by TV Today's Aaj Tak CEO G Krishnan summed up the discussions during the session on "FTA channels: Will they see a massive jump in ad revenues?" at The National CAS Media Summit 2003 organised by indiantelevision.com at Mumbai's Hyatt Regency Hotel on 4 July 2003.

The general consensus was that FTA channels will gain initially during the rollout of CAS and ad rates of these channels might go up even as advertisers take cognizance of their increased viewership.

Indiantelevision.com CEO Anil Wanvari moderated the session that was attended by Lodestar Media executive director Shashi Sinha; SABTNL president (sales) Kanta Advani; Doordarshan Mumbai DG Mukesh Sharma; TV Today Netowrk-owned Aaj Tak CEO G Krishnan and Euro RSCG's media independent Media Planning Group president Sandip Tarkas.

Here, we present some excerpts from the discussions.

Media Planning Group president Sandip Tarkas

Post-CAS disruption is bound to happen as experimentation by the consumer increases. TV viewing habits will not change. People will continue to long for their favourite channels by sheer force of habit formed through the previous decade.

Advertisers haven't called or any postponements in their spends as yet.

Lodestar Media executive vice president Shashi Sinha

To segregate audiences into FTA or pay TV audiences will be misleading.

Media planners and buyers have to look at genres and examine whether they are exploiting them to reach the desired objective.

One has to take a long term view or perspective as the short term glitches are understandable. The next six months should be treated as aberrations or glitches but the fraternity has to set sights on the long term impacts. The interim period should be used as a learning process.

The print media will definitely gain in the short term.

TV Today CEO G Krishnan

Viewership habits will become normal after the transition phase subsides.

However, one cannot expect any drastic increases in the advertising shift to FTA channels or a drastic reduction in that of pay channels - given the current scenario and uncertainty about CAS implementation.

At the most, clients will postpone signing annual deals and will take a short term perspective.

The distinction has not yet been made clear to the consumer. The uncertainty will compound the problems.

The FTA channels will provide eyeballs; pay channels will provide stickiness.

Pay channels will increasingly depend on subscription revenues and will divert their attention from ad revenues in the long term.

However, I don't see the need for FTA channels to hike their rates. The important thing is to bring more transparency in the rate structure.

All the channels have an annual financial and business plan and the management won't look at short term measures to increase revenues by using drastic measures such as immediate rate hikes in the initial phase of CAS implementation. News channels will have to look at "event of the day" to entice viewers.

Doordarshan DG Mukesh Sharma

Regional terrestrial channels will emerge out of the shadows to become strong contenders for the ad pie. After all, their audience shares are comparable to the mass entertainment channels.

Three main categories will emerge - FTA, pay premium and pay popular. However, there will be a need for regulating software in addition to hardware. People will watch the DD channels as they won't have much of a choice.

The public broadcaster will gear up and invest in quality content.

The national broadcaster's rates are due to revision now (C&S channels have been raising rates quite often) and we shall increase them at an appropriate time in the near future.

SABTNL president (sales) Kanta Advani

It is definite that advertisers will chase viewership. The viewership of those channels that are available (FTA channels) will definitely see a surge.

Planners and buyers will have to take cognizance of this increase in viewership of FTA channels.

It is possible that those FTA channels that have more viewers might increase their ad rates and advertisers will have to pay a premium. However, the spike will be dictated by market realities - it cannot be unrealistic.

Several mass entertainment FTA channels have recently taken initiatives to upgrade their content but this is not due to CAS. Such initiatives are part of an ongoing process based on consumer feedback and demand. Every channel tries to retain its market share and increase the same - such initiatives are part of a never ending process.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/zee.jpg?itok=cSVH9EqA
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Zee-TV.jpg?itok=lBZaLw5Q
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/old.jpg?itok=VayqOVWq
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/epic.jpg?itok=YUXKfF_T
EPIC CHANNEL CELEBRATES 4 YEARS OF GENRE DEFINING CONTENT

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/all.jpg?itok=Bl1B0RFF
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/vimal.jpg?itok=vZMIDq7y
Vimal Elaichi Pan Masala enters top 5 most advertised brands in BARC week 45

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 27 October-02 November 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals. The data demonstrates ads that were...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/zee.jpg?itok=A45zgrUK
Zee Anmol back on top of Hindi channels across genres

Zee Entertainment Enterprises Ltd's (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back to second rank in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 45 of 2018 (Saturday, 3 November 2018 to Friday, 9 November 2018, week under review...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/mnx.jpg?itok=kkSouPMq
MNX to premiere supernatural fright flick, ‘Wish Upon’

MNX, the preferred movie channel of the millennials, will premiere, American supernatural horror film, ‘Wish Upon’ for the first time on Indian television.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/hk.jpg?itok=_7gx18dv
Hill+Knowlton Strategies India wins communication mandate for Discovery India

After a competitive multi-agency pitch, Hill+Knowlton Strategies, one of India’s premier communications consultancies

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories