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Share of news channels in total AdEx is encouraging: CVL Srinivas

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NOIDA: “Indian news industry is as vibrant as the different cultures of India,” said GroupM south Asia CVL Srinivas as he presented the keynote on Innovations in news selling at the 7th Indian News Television Summit.

Srinivas, sharing a media agency’s perspective on news and brands, added that the news industry today needs a lot of balance especially in terms of reportage, content for different audiences across platforms. 

As for the AdEx, he informed that in the country the advertising expenditure for television stood at Rs 16,000 crore. “The news channels take 13 per cent share of the pie which is encouraging as the viewership of news channels stood at 10 per cent,” he stressed upon.

Talking about the ad spend growth in the country, he informed that the television medium was growing at a rate of 14 per cent overall. The Hindi news genre was growing at 15 per cent, closely followed by regional news at 10 per cent while English news genre stood at seven per cent.

Moving then onto brand research, Srinivas felt that today brand research is undergoing a radical change and old measurement methods are being questioned. Throwing some light on GroupM’s one such initiative, Social Command Centre, he said, “It is a virtual conference room that monitors the digital space and provides rich insights about consumers and brands.” And stated the example of Nestle which uses the tool to monitor chatter and gather buzz around the brand digitally. 

Honda using the popular comedian Kapil Sharma to launch a series of campaign online, which garnered 1.5 million hits, was another example, he highlighted upon. He went on to say that cause-based marketing should be initiated and brands should ask themselves, how do we evolve ourselves to become more meaningful entities?  “Once brands are able to answer the same, there will be a lot of headroom for improvement and growth,” he opined. Providing another example, he said an agency called Crayon Data was able to come up with tastegraphs that showed the purchasing and behavioural pattern of different audiences in well-segmented clusters.

He further went on to add that the evolving Indian digital space sees 220 million Indians active on the digital front spending  almost 200 minutes a day online either checking mails or watching videos. “This implies that the new medium cannot be ignored,” he informed.

According to Srinivas, news broadcasters need to keep in mind a few things for the future such as co creating socially responsible agendas with brands, invest more in digital, adopt new metrics such as consumer sentiment, social buzz, social impact, viewers’ profile and lastly getting into big data.

In his closing remarks, he said that while the upcoming digital environment has caused a big disruption to some it will provide a huge opportunity to the news industry and sky is the limit.

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