Telugu TV news market needs to consolidate amid clutter

NEW DELHI: Consolidation is the only way forward to beat the clutter in the Telugu news channel space, senior industry experts said.

With 12 Telugu channels crowding the marketplace and jostling for a share of the Rs 1 billion ad market, there can be space for only the top three players in the long run. Distribution costs are also wreaking havoc as politicians and real estate owners are busy launching news channels.

“The news consumption in Andhra Pradesh is much higher as the state witnessed many events in 2009. A lot of infrastructure and political players are pumping money which can create ripples in the market. TV9, however, sits pretty with an almost 50 per cent share in revenues,” said TV9 Editor - Input Dinesh Akula, while speaking at the NT Awards summit.

The session, "The Telugu News Titans," was moderated by founder and Editor-in-Chief Anil Wanvari.  
  Having invested Rs 1 billion in setting up the infrastructur (including HD), Saakshi TV will take longer to break even. Saakshi TV marketing director Rani Reddy, however, said there is no political affiliation and the news operations is run like an independent business. Incidentally, Saakshi TV comes from the house of Saakshi Telugu daily owned by YS Jagan Mohan Reddy, son of former chief minister YS Rajasekhara Reddy.

“We launched during recession and we came with our eyes open. We invested on HD because we wanted to be ready for the future. The newspaper business is run as a profitable venture. We have the same approach in the TV news segment,” said Rani Reddy.

Talking about the slowdown and non-serious players in the market, HMTV’s Editor-in-Chief K Ramchandran Murthy accepted that they had not anticipated the market would get so cluttered. "We are in the serious news business and staying away from any type of sensationalism. We believe that will lead to our success," he said.

On the content front, Zee 24 Ghantalu channel head Shailesh Reddy said that as the Telugu industry is mainly cinema and entertainment driven, the viewer wants to watch news in a movie style format. “When there are so many players, you have to do more value addition. Let the viewer decide if it is news in entertaining format or sensationalism,” he said.

Akula raised the concern that there are copycats in the market and there is no innovation. “Some players just copy the graphics and tickers even. What can you do? We need training centres to teach journalism. Lots of people with no understanding have become journalists overnight and are getting obscene salaries,” he pointed out.

Distribution is a big hindrance. Said Murthy, "Some MSOs are even dictating content. They threaten to block the channel if you show any news against their political connections."

Latest Reads
Know your karma on IBN7 with 'Karm Path'

In an attempt to give its viewers a refreshing start of the day, IBN7 is launching a new show titled Karm Path. Starting 27 October, the show will predict what the day holds. The show is a differentiator in its own genre as it connotes the supremacy of deeds over destiny.

Television TV Channels News Broadcasting
Big Ganga available on Tata Sky now

Big Ganga has strengthened its distribution with DTH service provider Tata Sky.

Television TV Channels Regional
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories