Specials

The Niche Channel Option: Miles to go in India

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2016/02/19/FICCI2002_2.jpg?itok=GK32UDn6

Developed television markets like the US have a bouquet of channels, with some mainstream entertainment channels and other niche channels. But that kind of scenario is some time away for the Indian market. Reason: the absence of conditional access, which can work as a tap for consistent subscription revenue.

That was the consensus at the session focusing on niche programming

Chaired by former Star India chairman and Tara promoter Rathikant Basu, the session had a distinguished panel: History Channel managing director Carl Meyer, Tech TV sales & marketing head Rasa Urmonas, ESPN Software India managing director Manu Sawhney, Carlton Television producer cultural diversity Parminder Vir and Doordarshan director general S.Y. Quarishi.

Both Urmonas and Myer pointed out that niche channels are not cheap to create: deep pockets are needed to do research, and for programming teams to implement concepts for informative channels such as the ones they individually lead. Urmonas said that she was on a fact finding mission in India and the trip had been an eye-opener for her.

Sawhney said it was imperative for a niche channel to know its audience and deliver quality content better than general and other channels. Niche channels especially those like sports - which arouse passion - have universal appeal, he said, especially cricket in India.

Vir presented a case study of how British Asians who number 3 million and have a lot of disposable income, are being wooed back to terrestrial TV. "By 1995, we had lost nearly 70 per cent of our audience to cable and satellite channels," she revealed.

A cross-industry platform, the Cultural Diversity Network - consisting of various broadcasters to pool together resources - has been set up, she said. "We had a conference in 2001, and we are implementing its findings," she says. "And the audiences are coming back," she said gleefully.

DD DG Quarishi emphasised that as a pubcaster his network has a responsibility to deliver educational, agricultural and cultural programmes which are targeted at niche audiences, even if these generate no revenue. He added that the state-owned network is now looking at DTT (digital terrestrial transmission). which will provide subscribers a 12 channel bouquet through a set top box priced at Rs 500 in the near future. He mentioned that advertisers are interested in reaching specific audience have shown interest in advertising on some of these audience-specific programmes.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/11/Inside-Digital-India%20%281%29.jpg?itok=CnwOsdre
Rs 12 billion budgeted for 'Digital India' '17-18

With the Government’s emphasis on cashless and paper-less working, electronic governance gets the highest chunk of Rs 4.0055 billion out of the overall budget of Rs 12.1642 billion set aside for Digital India for 2017-18.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/10/Ravi-Shankar-Prasad%20%281%29.jpg?itok=Xf9axe3G
Ravi Shankar too hopes DTH will support Swayam

Union Minister of Electronics & Information Technology and Law & Justice Ravi Shankar Prasad said, “The budget of Modi government for 2017-18 is historic and unprecedented. This is a budget for bold India, clean India, eager to tap its potential. Based on the pillars of efficiency,...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/08/deep-sengupta%20%281%29.jpg?itok=tSmYMgrN
Budget '17: SAP enables mid-sized cos to go digital

Aligning to the Union Budget 2017, SAP SE announced the launch of SAP S/4HANA Private Cloud, the next generation business suite tailored for midsize companies, which will be available at a simple and affordable subscription pricing.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Untitled-1_1.jpg?itok=GUdW5mAy
Budget '17: Rural net will facilitate travel bookings

The union budget has broadly focused on themes such as the farming sector, the tourism industry, development of road network, and infrastructure. The high speed internet connectivity in rural areas will now be the biggest advantage to the travellers.

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/07/Nippon%20TV-800x800.jpg?itok=mQBFe8uo
MIP '17: Nippon TV gears up with two scripted, three non-scripted formats

MUMBAI: Having recently been crowned ratings champion for the third consecutive year in Japan, coupled with the tremendous success of its scripted drama Mother which has received numerous offers from around the world and is a ratings success in Turkey as ANNE, Nippon Television Network Corporation...

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/Untitled-1_0.jpg?itok=xexBn2BM
Budget '17 initiatives will drive overall demand, believe startups

Startups are in a celebratory mode after the presentation of the Union Budget 2017 by the finance minister Arun Jaitley. He announced that small businesses with an annual turnover of Rs 50 crore will now have to pay five per cent less income tax, in order to make micro, small and medium enterprises...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/03/BUDGET02%20%281%29.jpg?itok=7R6eUsBF
Top M&E industry honchos see no major benefit from Budget '17

MUMBAI: With the Union Budget’s focus on rural and infrastructure sectors, the media and entertainment (M&E) industry seems to be disappointed as the budget does not offer much. Though the sector is hoping to get some benefit through the digital push mentioned in the budget, expectations were...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/INSIDE%20%281%29.jpg?itok=2a1xE-59
Budget '17: Leading digital players hail sectoral boost

“Digital economy helps in cleaning up the system, has transformational impact, energises private investment through low-cost credit, and benefits the common man,” asserted finance minister Arun Jaitley while announcing the Union Budget 2017 on 1 February. The budget 2017 emphasised a lot on the...

Specials Budget Budget 2017
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/02/prasar%20bharati-800x800.jpg?itok=K9OEduaZ
Budget '17: Prasar Bharati grant-in-aid down, film sector's aid up

NEW DELHI: The grant-in-aid for Prasar Bharati has come down marginally from the revised estimates from Rs 4500 million in 2016-17 to Rs 4300 million for 2017-18. This includes a grants-in-aid to the pubcaster of Rs 3500 million and a separate grant-in-aid to it for the Kisan Channel of Rs 800...

Specials Budget Budget 2017

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories