Specials

Focussed channels: Oh what a life!

MUMBAI: In a cable TV market that is starved for bandwidth, in which even general enetrtainment channels are finding it difficult to keep their heads above water, do niche channels have a future? What kind of a future? And, how do they derive maximum value out of their programming content?

 

 

These were some of the questions that the panel on niche channels --- consisting of Turner Entertainment Networks Asia VP ad sales Soumitro Saha, Times Global Broadcasting Co Ltd business head Sunil Lulla, Spatial Access founder Meenakshi Madhvani, and Lodestar Media head Nandini Dias --- tried to get answers to at the India TV Summit here today.

And, the verdict was, well, they have a very good future. Only that they objected to being called niche channels. They prefer being called `focused channels.'

The panel agreed that focused channels are good vehicle to reach. Adding further to this Madhvani adds that Discovery channel touched the rooftop when dubbed in Hindi and language feed does translate into ratings.

 

 

Responding to a question on the glut of news channels, Lulla counter-punched , "More news is good news! Eight news channels are around but Times Now will find its space in the cable TV sun as it is being designed to focus at an affluent segment."

Saha added that Cartoon Network very successfully sells itself not based on day parts but on programming specific slots. "We are actually addressing 35 per cent of India's populace which also serves as a very effective targeted vehicle for advertisers."

Both Dias and Madhvani nodded in agreement adding that "channels such as Cartoon and news channels can actually be more expensive in terms of absolute costs, but turn out to be cheaper on account of the clear focused audiences that they deliver. "Our clients know that there are some null GRPs which are delivered but they are willing to invest in the environment and audiences they provide."

Added Lodestar vice president Dias: "General entertainment channels (GEC) share has dipped, on the other hand the channel share of niche channels has been inching northwards. Higher channel share of niche channels means that they can demand a price. "

Lulla added that carriage fees are a reality. "In the retail sector, consumer goods companies pay for shelf space. So why is it a big thing if channels have to pay for space on cable TV networks. Content providers have to understand that like marketing, advertising, content creation costs, even carriage fees have to be factored in to business plans."

He pointed out that focused channels are going to benefit from the increase in peoplemeters that TAM is expected to put in place by next year. "It is going to show us in better light, it can only benefit us. " He added that industry should stop its TAM-bashing as it is the currency and the only barometer that they have currently.

According to the panelists, the various windows of distribution - whether it is DTH or cable or broadband - are only going to enhance revenues for the niche channels.

On the point of localization in terms of languages, the entire panel was unanimous that it has only helped channels such as Cartoon Network and Discovery, as cartoons and educational programmes led to new viewers as cartoons are language neutral - as are educational programmes.

Madhvani pointed out that Discovery channel's ratings touched the rooftop when it launched a Hindi feed.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=GyhainlE
Promaxbda india 2018 announces puja vohra and glenn urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=tcCmJbUp
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=58t69ZWV
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=saEessEW
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ott_digital.jpg?itok=TbTt6GB7
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ficci.jpg?itok=orH6kGOd
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/fic.jpg?itok=8XCuIr6t
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/Ficci_Frames_2018.jpg?itok=4twFKrtj
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/03/Smriti-Irani-1.jpg?itok=d5DtR693
New initiatives at FICCI Frames 2018

MUMBAI: The 19th edition of FICCI Frames to be inaugurated by the I&B and Textiles minister Smriti Irani on March 4 is all set to be a grand event. There are a lot of interesting sessions lined up with few new initiatives this year. The annual media and entertainment global convention...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories