Specials

"What‘s On" in 2011 . . . And What‘s Not -By Zeel chief revenue officer & head niche channels Joy Chakraborthy

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/10/Joy%20Chakraborty-800x800.jpg?itok=MSLHqVv2

With macro-economic indicators - like a high growth GDP rate and a steady increase in consumer spending - expected to propel media into a 20 per cent plus growth trajectory in 2011, the television advertising industry couldn‘t have asked for a more conducive environment as it embarks on its last leg to become the largest media. As such, 2011 promises to be a defining year, with television expected to grow at above 20 per cent and thereby significantly narrowing the gap with print. 

So, what are key trends that will fuel this growth:

•The Hindi GEC genre will continue to be the primary source of audience engagement & entertainment. The reasons behind its popularity have been innovative programming, differentiated content and well thought-out distribution processes. These strategies synchronized well with the unarticulated desires of the viewers who were looking for fresh contents instead of the tedious "saas bahu" sagas.

•Nonetheless, soaps - which have been the mainstay of television advertising - have experimented with certain innovations in the content area and which have yielded positive results. The good news is that content based around social issues are expected to take the viewers engagement quotient to a much higher level. Also, the PLC of soaps has drastically reduced from being an unending saga extending into 5 years plus into a much crisper & shorter version (not lasting beyond 18 months to maximum of 2 years). All these continuous re-inventions will help enhance the interest level of the audience.

•Moreover, to complement regular soaps, celebrity-based reality content is emerging as a tried and tested content formula to develop "impact properties" that engender high audience involvement with regular appointment viewership and also result much higher ad yields. Also, constant experimentations on the various types of "reality" have drastically expanded the width of such content, which - over a period of time - will emerge as an independent genre itself.

•Another form of "impact properties" is the airing of movies by GECs which, by attracting large scale viewership, has emerged as an absolutely high value advertising proposition for clients as well as the GECs. As such, channels are racing towards blocking new releases that have the potential to be monetized.

With all the Hindi GECs now being available across the globe, a new source of international revenue will emerge as a focus area for most multinational clients.

•Regional GECs are neck-to-neck with Hindi GECs, when it comes to viewership share. With the number of regional channels having increased to 150+, ad revenue growth across regionals will gallop at 30 per cent plus, which is well above that of other genres.

•The English niche genre is set to expand with a proliferation of new channels creating a high demand for differentiated content, which will not only boost the television industry into a propitious phase of rapid growth, but also result in an exponential increase in ad rates.

•2011 will be a mega year for sports with the World Cup and IPL being one-after-the-other. With the ad spends being swerved towards cricket - during this period - what remains to be seen is the impact that it will have on the fortune of other genres.

•The music genre - a crowded, highly fragmented and low viewership genre - is all set to expand on the back of rising music acquisition cost which will help create differentiation in content, thereby resulting in channel preference. Nonetheless, as it goes through this process of developing individual channel preferences, the going will be tough for pure music channels as we are likely to see a lot of shuffling in the content and programming to attract the audience.

•Pay TV household is expanding at a faster pace (led by DTH). The greatest opportunities naturally lie in the development of digital distribution platforms for TV such as DTH, digital music, digital media advertising (internet, mobile, digital signage) & global cinema content. Rapid growth in the digital addressable platforms, leading to targeted viewing, will fuel ad revenues to grow at a fast pace.

•With the imminent launch of 3G, content distribution will take a huge leap through a series of co-opetitive advertising initiatives, all of which will create new sources of revenues.

•Sectorally speaking, on the back of a stable economic growth, lifestyle products (like high-end cosmetics, auto consumer durables, etc.) along with financial are expected to be the high growth drivers for the next year.

Not only do the above represent a huge scope of growth but, more importantly, given the ability of the industry to not only leverage emerging opportunities but also to ride series of disruptions (be it technological or economical) - that it may face in the coming year - there surely is no stopping on its march to media dominance.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/year.jpg?itok=5GvcFiSh
2017 was a regulatory roller coaster and the ride continues

NEW DELHI: The year 2017 for the media industry certainly couldn’t be called easy from the point of doing business despite efforts and claims by the federal government that significant progress had been made in the regard.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/ye.jpg?itok=x24qJXmR
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/content.jpg?itok=_9GC25n5
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/dth.jpg?itok=QkzMsFlZ
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/year.jpg?itok=Qc8RGGh9
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/Untitled-1.jpg?itok=bmTRbT_m
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/ear.jpg?itok=jT2Q8mKD
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/03/year.jpg?itok=SbrfiYTZ
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/30/Sahil-Shah1.jpg?itok=weZUchlK
Guest Column: The comeback of full-service agencies in India

By 2020, we will be close to a billion digitised screens. With the advent of cheaper data and smartphones and by virtue of tech giants such as Google, Facebook and Amazon entering the grassroots of India, digitisation has become inevitable. And it’s going to be mobile plus digitised television (...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories