Television

Landing page a promotional tool, works only for a finite period, says Chrome DM CEO

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/06/09/Pankaj%20Krishna.jpg?itok=4CdsECmq

In the television news ecosystem, the latest battle that has burst out is that of landing pages on distribution platforms such as DTH and cable TV operators being hijacked by older rivals for promotional feeds. Chrome DM founder and CEO Pankaj Krishna spoke to indiantelevision.com (excerpts):

After Dual LCNs, channels taking over landing pages seems to be the latest trend. Your take?

If you look at historical trends, broadcasters have been actively using landing pages to garner trials and thereby viewership for years together. The idea was that higher the availability, the greater the chances that the channel would attract repeat viewing. Until about a year back, MSOs had been monetising landing pages as a source of additional revenue stream by running promos and commercials. But broadcasters taking over landing pages in totality had actually started as a deal between a major broadcaster and a big MSO, and was quickly replicated by others.

In more recent times however, it is the media coverage of the competition in the English News genre which has actually brought it to the forefront.  

What we have also seen is that there seems to be an effort to achieve Dual LCN through the surrogate route of being present on the landing page, and then again at the channel’s usual point of placement. I would also like to add that, strictly speaking, a channel’s mere presence on the landing page does not automatically denote it being present on Dual LCNs. In other words, all landing pages do not constitute dual LCN.

How does taking over a landing page increase viewership?

According to Chrome OAP, when you switch on your TV, it takes an average time of 43 seconds to arrive at the desired programme or the channel, thus potentially adding to the landing page’s viewership under the present ratings system.

In terms of trends, where is the landing page phenomena going/headed?

According to the Chrome Landing Page Report (LPR), in Week 22 between 27th May and 2nd June, the Teleshopping genre has the highest instances of landing pages at 178 counts, followed by Hindi GEC and English News.

public://111111111111111111111_0.jpg

Source: Chrome LPR, Wk-22 (27th May to 2nd June)

If you compare this data with data from the past few weeks, I am glad that there has been a considerable fall in the number of landing pages across genre s. Furthermore, if we examine data region-wise, compared to metro cities, the landing pages have been most visible in smaller market segments. For example, UP with a 1-10 lakh population segment has witnessed maximum instances of landing pages followed by Maharashtra and Goa. Interestingly, Kerala in its 10-75 lakh market category had the third largest number of headends with instances of landing pages. If we go a step further and make a content-wise assessment, it is teleshopping which emerges as the top genre with instances of landing pages followed by Hindi GEC and English News. Yet the over-all trend seems somewhat inconsistent in view of the fact that the landing pages on channels for kids had shot up almost three times in the 22nd week before taking a drastic plunge in the third week. Moreover,

public://222222222222222222.jpg

Telugu channels have been relatively flat through the three weeks.

public://33333333333333333.jpg

Source: Chrome LPR, Wk-22 (27th May to 2nd June)

But, wouldn’t MSOs be the bigger beneficiaries here?

It is certainly an additional source of revenue generation for the MSOs considering that the landing page is priced on the higher side. For broadcasters on the other hand, they get to increase their viewership as well as the OTS (Opportunity-to-see). Based on a back-of-the-envelope calculation, on DTH platforms, it could run into almost Rs. one crore a day!

How ethical is it to resort to landing pages to increase viewership?

From the broadcaster’s standpoint, the concept of landing page as of now is open-ended. Otherwise, this would amount to a clear distortion of market stemming from exorbitant biddings offered to Multi system operators (MSOs) and the DTH Operators, who control landing pages.

Given the tricky nature of the subject, it’s a matter of subjectivity and only the designated regulators can take a call, one way or another. I would say that taking over landing pages to boost viewership should not be used as it would force others to follow suit thus eventually triggering a bidding war.

As a matter of fact, landing page is a promotional tool which works only when it is utilised for a finite period. If allotted to broadcasters, it would make no sense as it would amount to converting a neutral advertorial space to a full-time channel effectively, unfair for the rest of the competition.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/star-bharat.jpg?itok=kT6YtkU0
Star Bharat leads Hindi GEC (U+R) in week 2 of BARC ratings

MUMBAI: Star Bharat emerged as the leader in the Hindi GEC (U+R) genre dethroning Zee Anmol according to Broadcast Audience Research Council (BARC) all India data for week 2 of 2018.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/aaj-tak-barc.jpg?itok=4sc6BHYP
BARC week 2: Aaj Tak leads Hindi News in all three markets

MUMBAI: Republic TV continues its leading streak in the second week of the year as well in BARC All India ratings. News Nation stays in the top five chart in week 2 of 2018 in Hindi News Rural market. Aaj Tak tops the chart again in Hindi News Urban market.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/karan-bajaj.jpg?itok=jxlg_oWY
Dsport acquires India rights of tri-nation tournament in SL

Discovery’s sports channel Dsport has acquired the exclusive India broadcast rights of Nidahas Trophy 2018, a tri-nation international T20 tournament involving India, Sri Lanka and Bangladesh. The transaction was facilitated by Lagardère Sports, the global marketing consultant of Sri Lanka Cricket...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/adity.jpg?itok=9fFHR7SG
Pittie Group launches news portal

Pittie Group has launched LatestLY its new portal for trending stories across categories like world news, politics, sports, entertainment, lifestyle,technology, automobile etc. It is being developed as the go-to platform for anybody wanting a complete understanding of trending stories.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/biwi.jpg?itok=P3OOGgZH
Catch Rekha's stellar performance in 'Biwi Ho Toh Aisi' on Sony MAX2

MUMBAI: Rekha’s fans are in for a sweet surprise this week as India’s iconic Hindi movie channel from Sony Pictures Networks, Sony MAX2 is all set to air classic movie Biwi Ho Toh Aisi. A light-hearted family drama stars Bollywood legends Farooq Sheikh and Rekha in lead roles and marks the debut...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pv.jpg?itok=11OhTSzk
The seasonal show saga on Indian GECs

MUMBAI: Daily soap operas, with an infinite number of episodes, is the unique feature of India’s TV entertainment offering. From the era of a single national broadcaster to today where you can pick from a plethora of general entertainment channels (GECs), times have surely changed. What is slowly...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/star.jpg?itok=XqQ1JaZk
Star ushers in IPL's new era with a bang

Star India is all set to reinvent the Vivo Indian Premier League (IPL) 2018 by increasing fan-engagement levels and bringing the sporting spectacle even closer to cricket fans across the country. The broadcaster’s press conference in Delhi today started with Sophia, a robot, in conversation with...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/punit.jpg?itok=QMjjRK9k
Zeel numbers up on higher ad revenue in third quarter

The Subhash Chandra led Indian television network Zee Entertainment Enterprises Limited reported 11.5 percent and 28.3 percent increase in consolidated total revenue and profit after tax (PAT) respectively for the quarter ended 31 December 2017 (Q3-18, quarter under review) as compared to the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/baba_0.jpg?itok=4dsXrFZQ
Ramdev wants telecast fees waived off for devotional channels

Baba Ramdev today took a shot at the government for imposing high tax on telecasting devotional TV channels.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories