Specials

"International business is growth area for players with long-term plans"

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/02/Bharat-Ranga-800x800.jpg?itok=rcRATgFp

The global slowdown in 2011 has made it clear for Indian broadcasters to have a long term strategy, exploit new media, study local content consumption patterns and have a pricing that is reasonable rather than getting engaged in a race to the bottom.

Indian broadcasters have similar growth opportunities in the international market as they have in India, though the challenges are of different nature.

Historically, large parts of international business for Indian broadcasters are dependent on subscription revenues and long term contracts. Having secured these long term contracts, Indian broadcasters generally do little to grow their shares.

Subscription business, unlike advertising business worldwide, is not measured on transparent measurement parameter. Hence B2B deals are conducted on the basis of gut, perception or portfolio leverages. Most of these tend to be highly uncertain and unpredictable. The lack of effective measurement also leads to gut-based theories of local programming or additional programming inputs.

Another key element in building a sound foundation is to invest in brand building and, hence, create an emotional connect.

The triggers and hooks for content consumption need not be same for the audience based out of India or in some remote corner of the world. Unless Indian broadcasters draw a long term plan in strategy for international business, they would never get a pulse of overseas South Asian consumers.

Economic slowdowns in various markets make the scenario more complex for broadcasters in wooing consumers and for consumers in selecting content offerings at right price/value. It will also be important for the Indian broadcasters to use new media avenues optimally.

Given the fact that Internet and OTT models are getting used more as tools for piracy and cheap distribution, it can pose serious threat to the distribution revenues. If used well especially in markets with higher broadband penetration, new medium can work best to get incremental subscribers and eyeballs including the younger audience and next generation Indians in those markets.

Distributors are facing bigger challenges in mainstream content or local subscriber growth as well as local content costs. In most markets, essentially in West, there is a proliferation of South Asian content in the past four years, most of which are not growing the pie because of poor content quality and incorrect business models.

Distributors are left with no choice but to apply their judgments on how to manage international/ethnic category of business. Distributors are desperately looking forward to good partners who can participate in the business growth in a given cluttered and economically challenged environment.

In order to crack growth, broadcasters need to pay closer attention to the purchasing power of South Asian households being superior to local households in most international markets. However, consumers would expect right content on right platform at right price with least diversions of piracy, cheaper new media platform, FTA or compelling Asians based content on mainstream channels.

Rationalisation of content offerings on traditional media and consolidation of content offerings are key levers to expand the market.

Advertising business is suffering before growing, as majority of players, including big ones, do not respect the value of their inventory, and the quality of their audiences. South Asian subscribers are of various generations and have varied interests including mainstream content. However, they are loyal to home grown content for connect and nostalgia apart from entertainment in their desi style.

There is a component of audience base which is born there and does not have emotional connect with India. The composition of these set of audiences is changing rapidly and a good judgment can help broadcasters define their content strategy appropriately.

The scenario in local audience market offers unique challenges. There are content hungry markets which find eastern culture and values appealing, but those businesses need to be treated in the same fashion as the mainstream business in India in order to make a definitive dent in those markets rather than looking at them as incremental syndication revenues. These markets require tenacious focus, long drawn plans and tremendous hard work.

International business is well poised for growth but only for serious and long term players who are willing to invest and reap the benefit over a long period of time than in ATM solutions.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/13/chetan.jpg?itok=kCNjx_ye
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
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/28/year.jpg?itok=kPKZ_b_o
Guest column: Taking Indian content to the global market

The year 2017 has been a year of paradigm shifts in the wake of Digital India. Over the last couple of years, international OTT and VOD players such as Netflix, Amazon Prime Video, etc, have been making inroads in the Indian market to unlock the true potential that our increasing digital-first...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories