With four elections due, networks with regional news channels set to benefit

MUMBAI: With four key assembly elections lined up towards the end of the year, India's regional news channels could be laughing their way to the bank. In a bid to maximize their revenues, channels are in the process of sprucing up their programming and hiking ad rates. iTV Network, Network18, Zee News Network will be the ones set to benefit the most because due to their presence in the Hindi, English and regional markets.

Rajasthan, Madhya Pradesh, Chhattisgarh and Mizoram are the our states going to polls ahead of the big 2019 general election.

iTV Network CEO Varun Kohli says, ?If you see, the regional market is growing and the local people want to consume content in local languages. Regional channels in the coming future are going to be the biggest growth areas than anybody else and the coverage will be hyper local. In a national channel the programming will be of an hour or so, but the regional channel will cover the elections for 24 hours a day.?

News24 editor-in-chief Annuradha Prasad feels, ?Three elections in the Rajasthan, MP and Chhattisgarh they are all Hindi heartland channels and national news channels expect a better response from the brands and advertisers unlike the Karnataka elections which didn?t have a great impact on the national news channels because of the local language affinity.?

The news genre contributes eight per cent to the total TV viewership. It was the third biggest genre on television in terms of viewership in 2017, as per the Broadcast Audience Research Council (BARC) India data.

Zee Media CEO- regional news Purushottam Vaishnava says, ?We have started four programmes based on the coming elections. Our focus is to reach all the constituencies and give a real picture of the issues. At the time of elections the general entertainment channels (GEC) viewers shift to news channels and we are expecting minimum of 25-30 per cent hike in ad rates for our regional channels.?

iTV Network has NewsX in English, India News in Hindi and for the regional focus on elections India News Rajasthan and India News MP-CG.

?The increase in consumption helps in getting advertisers as they look at the eyeballs. Both national and local advertisers show interest at the time of elections and for national advertisers it is not that expensive like the Hindi news channels. Ad rates at the time of elections grow by 25-30 per cent. The regional news channels command half the price  of Hindi news channels?, Kohli adds.

FMCG, retail and India-based multinational companies are the major advertisers on Hindi news channels, whereas automobile, banking financial services and electronic brands tend to utilize their ad spend on English news channels. FMCG brands and local retail brands are the primary advertisers on regional channels.

Network18 has dedicated channels - News18 Rajasthan, News18 MP-CG and News18 Assam/North-East -  in all the election-bound states.

TV18 president- revenue and Forbes India CEO Joy Chakraborthy said, ?Every state elections has become the national things these days, in the recent Karnataka elections, the national channels also made good money along with the regional channels.?

Zee Media's regional sales team is pitching to national brands and corporates. The state assembly elections are a very big opportunity for companies that are planning enter the tier two, three and four markets.  

On national brands approaching regional news channel for greater air time Prasad says, ? Yes, that happens because viewers watch the regional channel at the time of elections and get to know about each constituency. But the reach of a Hindi news channel cannot be matched by anyone.?

Network18 is planning to increase the ad rates 10-12 times for all the English, Hindi and regional channels.

 ?The counting day ad rates are sold at a high premium compared to the normal rates. The rates touch Rs 1 lakh mark at some special spots on the counting days?, Chakraborthy points out.

Also Read:

BTVI to leverage digital mediums for growth

Karnataka election helps news channels increase ratings

Latest Reads
3rd Sahitya Aaj Tak India’s largest Hindi Literature Festival promises a grander & a bigger show

Aaj Tak, India’s No. 1 Hindi news channel with over 25 crore viewers (Source: BARC, TG:2+,Mkt:HSM, Period: W29'18-W32'18,) kicks-off the third edition of its annual mega Hindi literature festival - Sahitya AajTak .

Television TV Channels News Broadcasting
Excitement Tenfold as Nickelodeon India Brings a Week of fun to celebrate children’s day

The memories that we make as children always set path for the adult in us.  Nickelodeon, India’s leading kids’ entertainment franchise by Viacom18

Television TV Channels Kids
The Irwin Family -Terri, Bindi and Robert - come home to Animal Planet in ‘CRIKEY! IT’S THE IRWINS’ which premiers in India on November 15 at 9 PM IST

Lace up your boots because you’re about to embark on the journey of a lifetime with the family that’s bringing khaki back.

Television TV Channels English Entertainment

MUMBAI: A new study on type 2 diabetes (T2D) patients in India finds that obesity among diabetics is on the rise. The same study also revealed that majority of patients prefer to have fewer large meals as opposed to more frequent small meals which are more diabetes friendly The results are part of...

Television TV Channels News Broadcasting
Cartoon Network celebrates 20 years of heroic supremacy of The Powerpuff Girls in November

Cartoon Network, home to the three fabulous superhero sisters, Blossom, Bubbles and Buttercup rings in 20 glorious years of ‘The Powerpuff Girls’ this November. Cartoon Network India along

Television TV Channels Kids
Eros International acquires highly anticipated Telugu film Amar Akbar Anthony

Eros International Media Ltd, a leading global company in the Indian film entertainment industry, in association with Mythri Movie Makers will be releasing Telugu action entertainer Amar Akbar Anthony.

Television TV Channels Music and Youth
Republic TV continues to dominate English news genre: BARC week 44

In the Hindi news (U+R) genre, Zee News climbed two slots to the third position in week 44 of BARC ratings. Aaj Tak yet again stood on top in all the three genres. Republic TV continues its dominating streak in the English news genre.

Television TV Channels Viewership
Essel Group engages Goldman Sachs to sell half its stake in Zee Entertainment

Mumbai: 13th November 2018, Subhash Chandra and family along with its advisors met in Mumbai over the Diwali weekend to undertake a strategic review of its businesses in view of the changing global media landscape. The strategic review underscored the importance of technological advancements such...

Television TV Channels GECs
Get ready to go on a Royal Journey with FYI TV18’s ‘Royal India with Samira’

Ever wondered what Maharaja’s at their Royal palaces eat for their dinner? From understanding what all goes into the making of a royal meal to stealing some royal recipes, Samira is all set to take you for a Rich Food adventure.

Television TV Channels Factual @ Discovery

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories