Television

BTVI to leverage digital mediums for growth

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/25/megha.jpg?itok=VAq9xyC1

MUMBAI: English business news channel BTVI is completing two years in August this year. The company was transformed from Bloomberg TV India after Bloomberg decided not to renew its deal with Business Broadcast News. BTVI got its COO Megha Tata in 2016 at the same time it got its new name. 

English Business News (EBN) genre is still a very niche market with only five channels in the race - CNBC TV18, ET Now, BTVI, NDTV Profit and CNBC TV18 Prime HD. The genre contributes to less than one per cent of the total TV pie where BTVI is still struggling to compete with the genre leaders, CNBC TV18 and ET Now.

It was around the same time that BTVI decided to bring in ex HBO MD Megha Tata on board as the channel’s new COO. Tata’s journey ever since has been a roller-coaster ride and she believes that refurbishing the leadership at BTVI has been a positive step. “Bringing back revenue function in-house which was outsourced before was another move that has worked for us,” she says. 

One of the crucial decisions that paid off for BTVI was refurbishing the leadership. “Besides having a strong editorial leadership, in people like Anuj Katiyar to lead marketing, research and branded content, Shilpa Shetty to head revenue, Ashim Chakraborty as HR head and Deepa George to head our legal, I think we found an absolutely perfect leadership team. Bringing back revenue function in-house which was outsourced before was another move that has worked for us,” she adds.

The hard work in the last one year has helped in boosting the channel’s market share from two per cent to a stable 15 per cent (touching as high as 24 per cent at times). This growth was riding on the back of very strong consumer insights being translated into on air content, programming changes, promo planning, FPC planning and brand building. 

Tata believes that the business news genre is consumed not only on linear TV but also on OTT platforms. The channel is already present on Hotstar, Jio TV, Yupp TV, Airtel TV and Tata Sky TV. The key trend this year, according to Tata, will be the further penetration of TV in rural areas.

Tata says that the future is for broadcasters to create specialised content for their social media as well as OTT platforms to retain subscribers and their loyalty. “More TV viewers from rural India will also mean an increase in advertiser base and hence advertising revenue. This year will also see exponential growth in the viewership of non-linear OTT platforms. Now that these OTT platforms have garnered critical subscriber base, it will be interesting to see what are the different revenue models that will emerge to monetise this critical subscriber mass. BARC is expected to launch EKAM – the integrated viewership measurement module – later this year. This will certainly help in rationalisation of investments in these OTT platforms,” she adds.

With eight states gearing up for elections, news channels are sure to have a ball. Tata thinks that with addressable TV, broadcasters will get an option of customising ad breaks and play different ads targeted at different markets/TG. This will make TV lucrative for regional and small advertisers thus increasing advertiser base and revenues of broadcast TV media.

BTVI, in the last financial year, had focussed on improving the OTS levels to 100 per cent in its key markets. In this financial year, the channel’s aim is to achieve this 100 per cent OTS in all the P1 markets.

The growth in digital hasn’t had a deteriorating impact on traditional news viewing. Instead, Tata believes they complement each other and it is the content that will be the winner. Advertising on digital medium is growing rapidly, though not at the expense of TV revenues. 

Urban India is ahead when it comes to consuming news on digital mediums but it is mainly headlines. When it comes to analysis, views or opinions, the option is always a news channel or newspaper.

Tata reveals that increasingly audiences are consuming English business news on their mobiles and non-linear platforms like OTT and m-sites of trading apps. It’s an opportunity not to be missed. “Hence, we at BTVI have increased our focus on building a strong digital ecosystem for brand BTVI. We are already available on trading apps of Kotak, Axis Direct and IIFL. We are also working on our mobile app as well as revamping our website. To support the app and website, we plan to build a robust digital content plan,” she says.

Though the regional market is important, BTVI will first look at focussing its energy and resources in establishing itself in its core metro market first. The regional market will come in at a later time.

Speaking on the issue of taking up dual local channel number (LCN) she says that though it is advantageous to the channel, it can even hamper the brand since people can’t remember more than one number for a channel. Though it may get additional reach, it won’t get enough TSV to justify the cost.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/walt.jpg?itok=d834AJ3p
Disney formally closes deal with Fox, massive layoffs expected

Walt Disney Co (Disney) has finally closed the deal with on its $71 billion acquisition of 21st Century Fox (Fox). In recent months, the acquisition received final approval from antitrust regulators across the globe.

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/chrome.jpg?itok=Vy9rPxRb
Music genre most benefitted in Chrome DM week 11

Music genre has grown 3.93 per cent with the highest opportunity to see (OTS) in week 11 of Chrome Data Analytics and Media.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/kevin.jpg?itok=i0pF-Eox
Warner Bros chief Kevin Tsujhara to step down

The WarnerMedia group has announced that Warner Bros studios chairman and CEO Kevin Tsujhara is stepping down after allegations of having an affair with a young British actress and helping her secure roles surfaced, according to reports.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/flix.jpg?itok=Ur43FBM_
Witness the heart-warming bond unfold in the epic-adventure movie Alpha premiering on &flix, &Privé HD and Zee Café

Amidst the vast wilderness, the survival of the fittest truly determines life and death. But what happens when your fight for survival brings with it the dangers of the wild? Witness a young boy unleash his inner warrior and struggle as he travels through treacherous landscapes in the epic-...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/smriti.jpg?itok=PZiuoicm
Smriti Mehra elevated to Executive Vice President, Focus at Network18

After stints with Discovery Channel, Arré and Turner Broadcasting, Smriti Mehra returned home to Network18 Group last year. The company today announced her elevation as EVP – Focus, to head revenue. She will report to Priyanka Kaul – President, Marketing & Special Projects, Network18.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/ganga.jpg?itok=H7BNoB2s
Big Ganga launches 4 new Bhojpuri shows

Big Ganga, ZEE Entertainment Enterprise Ltd’s Bhojpuri general entertainment channel in Bihar, Jharkhand, and Purvanchal is all set to cater to the demands of its audience for original content with two hours of weekday and one hour of weekend with four new shows.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/t_tv_punjabi.jpg?itok=S7j173Rc
New FTA channel T TV to focus on Punjabi audience

T TV, Taur Punjab Di, is the latest 24 hour free to air channel being launched by Teleone Consumers Product Pvt Ltd which is a part of DV Group of companies and is aimed at providing quality entertainment to the north Indian audience.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/re.jpg?itok=ab6NQhhE
ARG Outlier Media writes to TRAI, accuses News18 India of flouting landing page directive

ARG Outlier Media Asianet News, which owns channels like Republic TV, Republic Bharat among others, has accused TV18 Broadcast Ltd of flouting Telecom Regulatory Authority of India’s (TRAI) 3 December 2018 directive to broadcasters and distribution platform operators (DPO).

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/abby.jpg?itok=9MZhUc6j
“ABBY AWARDS 2019” announces the illustrious Master Jury for the Creative ABBY’s

The gold standard in advertising awards, ABBY Awards 2019 that celebrates creative excellence in the category has announced an illustrious master jury for the upcoming edition.

Television TV Shows Awards

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories