'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 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. 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
World Television Premiere of Judwaa 2 on Star Gold

This Christmas, Star Gold dons the Santa hat promising to indulge its viewers with double the entertainment, double the excitement and double the fun! The Home of Blockbusters announces the World Television Premiere of one of the most sought after films of the year – Judwaa 2. The film that raked...

Television TV Channels Movie Channels
Eros International inks co-production pact with Drishyam Films

Eros International Media Ltd (Eros International) has signed a four-film co-production deal with leading production house, Drishyam Films.

Television Production House Film Production
ITW Consulting bags in-stadia ad rights for Ind & Aus tours of SA 2018

ITW Consulting, India-based sports management company, has acquired in-stadia advertising rights for the Indian and Australian Tours of South Africa for 2017/2018. ITW Consulting rights will market and sell these in-stadia advertising rights to non-South African companies and entities.

Television TV Channels Sports
Nickelodeon kid's choice awards 2017

Nickelodeon Kid's Choice Awards (KCA) 2017, presented by Dabur Red Paste, powered by Jolly Rancher in association with Yellow Diamond and Funskool and Apis Honey took place on 15 December 2017.

Television TV Channels Kids
Focus Group to launch Kannada news channel

Focus Group is now focusing on south India with its upcoming news channel Focus TV Kannada News.

Television TV Channels News Broadcasting
Panchal helps Star Bharat top Hindi GECs across genres

Optimystix Entertainment’s Indian comedy sitcom Kya Haal Mr. Panchal on Star India’s FTA Hindi GEC Star Bharat has been amongst Broadcast Audience Research Council of India’s (BARC) weekly list of top-five Hindi GEC programmes in the HSM markets, more so during primetime. In week 49 of 2017:...

Television TV Channels Viewership
&Privé HD celebrates the birthday of the Steven Spielberg

&Privé HD, the English movie channel, presents Club Privé: Spielberg Edition – a curation of five of Spielberg’s best movies exploring different sides of human emotions. The special will air from 18 to 22 December at 11 pm only on &Privé HD.

Television TV Channels English Entertainment
Green Gold’s golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories