News broadcasters look at innovative ad sales

Mumbai: Approximately Rs. 600-700 million news market in India may get radically stirred if a proposal being considered by the newly-formed News Broadcasters Association of India sees the light of day.

According to the still-under-discussion proposal, hindi language news broadcasters with sizable market shares are looking at the pros and cons of offering a uniform advertising rate to clients.

The proposal, reportedly mooted by a few news market leaders in India who are part of News Broadcasters Association of India, may initially exclude the english news channels from this proposed uniform approach to ad sales, which might be a stumbling block in it going through.

Scepticism notwithstanding, one news channel head admitted that the proposal is being considered.

“It’s (having common ad rates across hindi news channels) certainly on the agenda, but there are too many ifs and buts to be sorted out before any possibility of actual implementation,” the chief executive who did not want to be named said.

The executive explained that the idea is to find common ground on various news broadcast-related issues, including infrastructure, distribution and, probably, ad sales too.

Still, the revenue sharing formula being suggested too is debatable. As per an initial suggestion, after offering common ad rates, the revenue would be split amongst news channels as per respective market share in terms of viewership and ratings.

For example, if Rs. 100 is generated through this common plank, then the bulk of it would go to the news channel boasting the largest market share and then split up as per market share percentage.

However, another news channel head questioned the model suggested, saying the proposal may be “lofty, but the revenue share formula would throw up various questions.”

Still, most news channels admit there’s no denying that having common approach to issues, including editorial, distribution and infrastructure, is worth exploring in the Indian market as certain expenses are spiraling.

For instance, distribution and placement charges of news channels have increased manifold over the last two years with limited bandwidth of cable networks and mushrooming news channels.

Presently, the major Indian news channels in hindi and English include Aaj Tak, Star News, Zee News, NDTV India, NDTV 24x7, Sahara’s eight-odd channels, India TV, CNBC TV18, Awaaz, CNN IBN and IBN7.

The News Broadcasters Association of India is also in the process of finalizing content code for its member companies and exploring having an ombudsman on the lines of Editors’ Guild of India, which primarily oversees the print medium.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

Whether businesses and industries practice their art of selling fairly although they have 'Fair Practices' training during the academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India.

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories