Television

The era of regional music dawns in India

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/12/music.jpg?itok=7TgvnDvL

MUMBAI: From Guru Randhawa dominating music charts or DJs belting out Zingaat , one thing?s for sure ? the wave of regional music has well and truly arrived in India. No wonder, making headway into the Indian regional market seems to be every broadcasters latest target.

The overall music genre on Indian television has been an under-indexed genre (in terms of advertising revenues) for a very long time. The genre commands a mere three to four per cent of the total TV advertising revenue against a six to seven per cent it contributes to the total TV viewership impressions. While ITV network recently launched a Punjabi music channel, the regional music space in general is yet to pick up pace in terms of its business.

Times Music COO Mandar Thakur says the regional space is massive and growing, attributing 20-23 per cent odd share to it. He adds that audiences prefer Punjabi, Telegu, Tamil, Bhojpuri, Bengali and Oriya music. ?Some languages are developing like Marathi etc.,? he said.

Commenting on the same, Travelxp CEO Prashant Chothani, who has Bengali, Bhojpuri and Marathi music channels under his company?s umbrella, says ?South music channels are also strong, wherein if you see in North, Bengali and Marathi languages are very prominent. As you know, we have a Bhojpuri music channel as well, so the Bhojpuri audience is scattered everywhere like in Mumbai, Punjab, Gujarat and all over India.?

According to the media reports, Network18, COO, Avinash Kaul said that regional is dominating the entire space. ?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.?

When it comes to the preference of Indian audiences towards regional music over Hindi music channels, choices and topicality matter a great deal.

Chothani feels one cannot compare two markets. He says, ?If you look at Bengali and ask whether or not Bengali music channel is doing well in comparison to GEC, the answer is yes. Is the Marathi music channel doing well in comparison to Marathi gec? The answer is yes.?

According to him if the regional and film industry is active, the local culture will be intact.

He further adds, ?For example, there is no Guajarati music channel, we know that it took time to start, it has just been a while that it started to make movies, but there are no known singers in Guajarati market. Moreover, audiences have a mindset; they consume more of Hindi music rather than Gujarati music, whereas in other regional markets such as Bengali, they want to consume content of their language, so in HSM market there are 3-4 languages where there is an affinity that I want to consume content of my language in preference to Hindi.?  

Given the influence of digital platforms these days, Thakur says everything works on a smart phone and competes with it. ?It?s about the future of music TV v/s Internet / mobile streaming of video: not about regional channels v/s the smart phone?.

Chothani feels linear TV is where you push your content to the consumers, whereas OTT is a place where audience will pull content. ?A consumer goes to the app and finds the content, but how does he come to know about it? You will see traction on digital once you have consumed that content on television. If you go by BARC data, linear tv content consumption is also increasing. If both OTT and TV consumption is growing, it is good for the business,? he says

Talking about the sustainability of the music genre, Sri Adhikari Brothers (SAB) group CEO Manav Dhanda, who has ?Mailboli?, a Marathi music channel under his company's umbrella, has said in the past that his regional channels are growing at 18-19 per cent and HSM is growing at about 14-15 per cent. ?I don?t see sustainability to be a problem in the genre. It is about being a serious player. Rather, this is a low entry and high yield genre.?

The regional music industry has been under-indexed in terms of advertising revenues.

?The 10-sec ad rate falls in the range of Rs 100 to 1000 Rs. It depends on the popularity of channel. Regional music channel is actually very under priced, if you look at advertising rates, they are severely under priced,? a media expert informs us.

The regional music space does seem to have a wide scope for growth. But, considering the influence of digital platforms these days, it would be interesting to observe how music channels in general will compete in a tricky market place. 

Also Read:

Is it the end of the road for anime in India?

'Bigg Boss' holds appeal across languages: Viacom18's Ravish Kumar

Will launch two OTTs before end of this year: Discovery India's Karan Bajaj

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/ra.jpg?itok=DxzPxtHB
Viacom18 confirms the departure of Raj Nayak

In an official statement released to the media, Viacom18 confirmed the departure of Raj Nayak, the media network’s Chief Operating Officer.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sony.jpg?itok=XlwZkCP5
Sony Pictures Networks India gears up for the India tour of Australia with engaging programming initiatives

For the year ending high-octane cricket series between India and Australia, Sony Pictures Networks India (SPN), will be undertaking several initiatives to enhance the viewing experience and increase engagement with cricket enthusiasts across the nation.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sagnik.jpg?itok=kKMr0u3H
Sony Entertainment Television appoints Sagnik Mukherjee as AVP marketing

Sagnik Mukherjee is set to join Sony Entertainment Television as associate vice president marketing, a source close to the development confirmed to Indiantelevision.com.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/raj-nayak.jpg?itok=ZDdRSmtK
Viacom18 COO Raj Nayak quits

Colors' Big Boss has quit, according to media reports. We are talking about Viacom18 COO Raj Nayak, who is the brain behind the most popular reality show Big Boss.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/NG.jpg?itok=K2t16PB_
Monuments Turn Red, As National Geographic Raises an Alarm for Planet Conservation

Glaciers are melting, sea levels are rising, pollution in various parts of the world is at its peak, and tonnes of plastic waste is in the oceans.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/joy.jpg?itok=tz_9y8_I
Network 18's Joy Chakraborthy steps down

Forbes CEO and Network 18 President(Revenue) Joy Chakraborthy has stepped down from his role, according to media reports.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jony.jpg?itok=pT_heat_
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jumanji.jpg?itok=g7Q0FcKR
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/tv.jpg?itok=sMpw7SEL
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories