Television

Regional to be at the forefront of content

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/08/ficci.jpg?itok=4sFqOYpb

MUMBAI: The regional space in India is the new target for everyone. But what exactly is it that pulls content creators to divide themselves into India’s varied languages and will this fad stay in the future, too? The question was discussed in a FICCI Frames 2018 session titled ‘regional is the new mass media.’

The News Minute managing editor Dhanya Rajendran said that any market outside of Mumbai and Delhi is considered regional, which the national media has ignored for a long time while underestimating its potential. “In the last two years, with the advent of digital media, more and more media houses have started realising that there is a lot of readership not because of good journalism, but because they know that there are consumers in places such as Bengaluru, Vijayawada, Madurai and Vishakhapatnam consuming all kinds of content,” he said adding that he hoped that more digital spaces would spring up in Goa, Maharashtra, Gujarat and Bihar in the next two to three years. “Our mainstream media will be forced to follow-up news stories that they were keeping in the backburner and looked down upon as regional stories,” he said.

Eminent sports columnist and journalist Ayaz Memon pointed out that sports was the classic example of a mass media product. “Football is the biggest sport in Europe, but there is a difference between the French, the Dutch and the English viewing the same match. Look at the regional newspapers like Manorama, Matrabhumi and Anand Bazaar Patrika. At one time, they were larger selling newspapers than the English ones. The easiest to penetrate has been sports because the language of sports is universal. The language of consumption of sports may differ from Tamil, Telugu and Kannada and consumers enjoy consuming the content in the language they easily understand.”  

Network18 has been prominent in venturing into the digital space. Its group president Avinash Kaul said, “Regional is dominating the entire space, the regional wave is here to stay and will continue to grow. We have around 270 regional channels out of 500 channels overall in BARC. The regional viewership is higher than the Hindi viewership and has a market share of 47 per cent. General entertainment channels (GEC) being the biggest attraction, regional GECs have 30 per cent more viewership than Hindi GECs. If we take a look at the advertisers, the regional market has seen an increase of 20 per cent in the last two years and around 3500 advertisers are exclusive to the regional market.”

Your Story managing editor Darlington Hector said that the news platform decided to branch out into the regional market in 2012-13 with Hindi, Tamil and Bangla. He said that in the late 90s, the English content consumption was around 80 per cent globally and the next decade around 2007-08 it dropped to about 27 per cent. English as a preferred language of consumption has been dropping in importance every decade and he sees that happening in the future as well. “The reason for this is the loss of credibility in the last few years and a good opportunity now for online digital platforms to express better. People do connect emotionally with the regional media today, which I am not seeing with the national media today. The television anchor has played a big role in destroying the credibility. The next 25 years will be the golden period for the regional languages of India, especially online,” he concluded.

Both broadcast and online platforms are vehemently marching into the country’s various languages. Hindi and English, which till now were the holders of the mediums, will slowly see viewership shift to people’s language of choice.

Also Read :

Stakeholders highlight need for sports education

OTT platforms discuss need for regulation

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/23/zee-tamil-sare-gama.jpg?itok=Vd5vu3RX
Zee Tamil strengthens its weekend programming

MUMBAI: Zee Tamil, the tamil general entertainment channel of ZEEL, recently announced its decision to spruce up its fiction bands for weekends.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Nivedita-Oak.jpg?itok=75PAewjb
Times Television Network elevates Nivedita Oak to DGM

Times Television Network (TTN) has elevated Nivedita Oak to deputy general manager - influence. Earlier, Oak was the regional head for Zoom, FCT and branded content. She has been working with the Times Network for the last 11 years.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/pathan.jpg?itok=tah626ME
History TV18 to release third film in ‘Special Operations India' series

History TV18, a pan-Indian television channel, is to create a documentary on counter-terrorist operation at Pathankot air base named Special Operations India: Pathankot. This one-hour documentary will be aired on June 25 at 9 pm.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/cnbc.jpg?itok=opviMAi9
CNBC-TV18 successfully concludes the 8th edition of the ‘India Healthcare and Wellness Awards 2018’

NBC-TV18, India’s leading English business news channel along with ICICI Lombard hosted the 8th edition of the ‘Indian Healthcare and Wellness Awards 2018’ at The Grand Hyatt, Mumbai.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/mn.jpg?itok=QPriVkLO
MN+ to air Indian Television premier of ‘Tulip Fever’

MN+, the Gold Class of Hollywood Movies from the Times Network, brings to the viewers, for the first time on Indian television, the celebrated romantic historical saga– ‘Tulip Fever’. The movie will premiere on Sunday, 24th June at 1 pm and 9pm on MN+.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/india.jpg?itok=M2oqHiQO
Sony Music acquires the music rights for 2018’s much awaited sports drama film ‘SOORMA’

Global music giant, Sony Music has acquired the music rights for Soorma – the greatest comeback story of the hockey legend Sandeep Singh.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/vs.jpg?itok=pVjUI8CY
Epic and Rupa publications announce the umeed india book on the occasion of international olympic day

EPIC TV - India’s only Hindi language, Indian Infotainment channel celebrates International Olympic Day with an exclusive unveiling of the first look of the Umeed India book published by Rupa Publications and based on its popular series, of the same name hosted by ace cricketer Virender Sehwag.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/bbc.jpg?itok=gE0qxQNX
Iconic series Blue Planet II set for Indian TV premiere on Sony BBC Earth after a successful theatrical run

All eyes on TV as India’s #1 factual entertainment channel, Sony BBC Earth, premieres the world-renowned, path breaking and breath-taking series Blue Planet II for the Indian audience on June 25th at 9 pm.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/fox.jpg?itok=tK9XckqM
FOX Life celebrates a perfect celebrity mismatch in Great Escape’s new season

He’s rugged, she’s delicate. He’s adventurous, and she is spiritual. They are two friends who, at a distance, might seem like polar opposites. But get closer and you are sure to be surprised. FOX Life, India’s favorite premium lifestyle channel,

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories