CAS may bring inventory pressure on FTA channels - TAM

MUMBAI: Conditional access could bring in inventory pressures for free to air channels if demand for their air-time explodes. This is the conclusion drawn by TAM in one of its recent surveys on the post CAS scenario.

Post CAS, says the study, viewership patterns are expected to start changing. Consequently, some of the 3000-odd brands currently advertising on television, and depending heavily on the four metros CAS will roll out in, will start changing their media plans.

Since some FTA channels are already running chockablock inventory levels, with a few having six to eight hours per day dedicated to breaks, a few shake ups are likely to ensue, says TAM. If in a post CAS scenario, advertisers try to buy more, these are a few expected results -

1. Some FTA channels might start bumping off spots. Hence schedule control will become key.

2. Another hypothesis is that they just might start increasing prices to control rising demands. 

3. Another speculation is that demand may outstrip supply forcing the FTAs to turn down advertising.

All these results, says the TAM study, will depend on whether viewership patterns change after CAS, on whether the progression of CAS gets all the pay channels back in the reckoning (which depends on the price of the Set-Top Box) and on the significance of the four metros to the 3000-odd brands advertising on TV.

Analysing viewership trends between current FTA and pay channels, the study found that 

Assuming that viewership occurs in a particular pattern, the study points out that viewership patterns govern advertisers in their media plan creation as they are chasing viewers. Consequently, the visibility (or GRPs) is really the demand which translates into a supply of inventory for the 3000 odd brands which TAM found had advertised on television in the month of May 2003.

This demand every month has been found to be between 60,000 to 70,000 Normalised GRPs, says TAM.

On an average, 200 minutes of Break Inventory, (the sum total of all time consumed between ad breaks - could have advertising besides the channel's own promos, film trailers, social messages) got consumed per day during the last quarter of 2002, says TAM.

Latest Reads
Amazon most advertised brand in BARC week 41

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 6-12 October 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

Television TV Channels Viewership
No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

In the Bengali space, Jalsha Movies and Colors Bangla swapped their third and fourth positions in BARC data week 41. No changes were observed in the Bhojpuri, Kannada and Marathi segments. Moreover, Gemini TV and Zee Telugu swapped their second and third positions in the Telugu sector. Flowers TV...

Television TV Channels Viewership
Anil Ambani’s Reliance sues NDTV for Rs 10,000 cr for Rafale coverage

NDTV has been sued for Rs 10,000 crore by Anil Ambani's Reliance Group in an Ahmedabad court for its reportage on the Rafale fighter jet deal. The lawsuit is filed against NDTV's weekly show, Truth vs Hype, which aired on 29 September.

Television TV Channels News Broadcasting
Republic TV leads English news genre in BARC week 41

Republic TV continued to lead the English news genre as per All India BARC data week 41. No changes were noticed this week in the English business news genre. Aaj Tak maintained its lead across every Hindi news genre for yet another week. Hindi news urban genre remained unchanged. Zee News dropped...

Television TV Channels Viewership
Star Utsav bags leadership in GEC (U+R) in BARC week 41

Star Utsav and Zee Anmol swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 41 of 2018. Star Plus and Big Magic exchanged their eighth and ninth positions in the rural market. Star Bharat and Sony Sab swapped their fifth and...

Television TV Channels Viewership
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports
FLIX FIRST SCREENING: &flix makes October spookier with the multi-city theatrical premiere of Goosebumps 2: Haunted Halloween

&flix, the all-new destination for the most-awaited Hollywood blockbusters, brings the much-anticipated sequel Goosebumps 2: Haunted Halloween on Thursday, October 25

Television TV Channels English Entertainment
BIG Ganga Goes All Out to Delight Its Audience This Festive Season, Launches Engrossing Range of Shows

With the festive season right around the corner, BIG Ganga, the number one Bhojpuri channel in the Hindi heartland

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories