Television

Rural markets drive Hindi GEC FTA channels

Rural markets drive Hindi GEC FTA channels

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/17/tv.jpg?itok=i6G3PWEN

BENGALURU: Hindi GECs or general entertainment channels draw some of the largest eyeballs across India. “My aim is to get that extra tear from the housewife’s eyes during primetime. I want to keep her riveted to my programmes, to my channel,” the head of a cluster of channels in South India once said.
 
Hindi GECs are certainly the most important medium for any media planner. A 2017 Pitch Madison report estimated that Hindi GECs including FTA Hindi GEC channels had about 28 percent or Rs 5,500 to Rs 6,000 crore of the advertisers’ television ad expenses pie, which the report pegged at Rs 19,650 crore. Reports of various agencies spoke about the growth of FTA channels – be it the number of FTA channels, growth in viewership or growth in advertisements and revenues from FTA channels. FTA Hindi GEC channels contributions to ad revenue to grow from 20 percent in 2017 to 25 percent in 2018. Fears were voiced about FTA channels’ cannibalisation of subscription revenues.

Explaining the growth of FTA, an Ernst & Young report in 2017 said that FTA growth was supported by the entire ecosystem. The greater visibility on rural viewership made the FTA option very attractive for Hindi news channels, almost all of which had turned FTA. The EY report said broadcasters opened up to the idea of providing many FTA options because the free TV market in India was poised to grow primarily due to the rise of DD Free Dish, which had become the largest DTH operator in the country and the availability of increased rural data from Broadcast Audience Research Council of India or BARC, which had provided greater visibility to broadcasters. This, in turn, opened up avenues to advertisers who could not earlier afford the higher ad rates of the mainstream GEC said the EY report.

A September 2018 KPMG report on the status of the Media and Entertainment Industry (M&E) said that besides increased digital access resulting in increased consumption, growing demand from rural and regional markets was attracting the attention of both advertisersand content platforms. The KPMG report said that in the long term, these markets – digital and rural are expected to provide significant support for growth of the Indian M&E industry.

So which were the most watched Hindi GECs until week 40 of 2018 (Saturday, 29 September 2018 to Friday, 5 October 2018). And how do FTA Hindi GECs’ stand in relation to their pay TV siblings?

BARC data for 2018 seems to substantiate the conclusions by a number of reports. It is rural HSM that drives ratings up for FTAs and consequently in combined HSM (U+R). BARC publishes weekly data of the top 10 Hindi GEC channels in the combined urban and rural hindi speaking markets or HSM (U+R), and the HSM urban –HSM (U) and HSM rural – HSM (R). BARC defines HSM as all states in the country except for the four South Indian language markets. These languages are Kannada, Malayalam, Tamil and Telugu. The latest data available at the time of writing this paper was for week 40 of 2018.

According to BARC data for weeks 1 to 40 of 2018 (Saturday, 30 December 2017 to Friday,5 October 2018), four of the seven channels that appeared for each of the 40 weeks of 2018 in HSM (U+R) were Pay TV channels and three were free to air or FTA . In the case of HSM (U), of the nine channels that appeared in BARC’s lists of top 10 Hindi GEC urban weekly lists during each of the first 40 weeks or 2018, six were pay TV and three were FTA. In the case of rural HSM, five of the nine channels that have appeared in their respective BARC weekly lists, five were FTA and four were pay TV.

The four major networks that cater to the HSM GEC market – Star India, Sony Pictures Network India (SPN), Viacom 18 and Zee Entertainment Enterprises Ltd (Zeel) each have at least one FTA Hindi GEC each.  

It is Zeel’s FTA Hindi GEC that has been the most consistent in terms of presence in BARC’s weekly lists in the combined HSM urban and rural, as well as in HSM rural. Overall, it was the most watched Hindi GEC during the first 40 weeks of 2018. Next in terms of ranking is Star India’s pay TV Hindi GEC Star Bharat that has also dominated HSM (U+R). In individual HSM (U) and HSM (R) Star Bharat had the fifth and fourth most weekly impressions respectively during the first 40 weeks of 2018.

Urban audiences seem to prefer Pay TV to FTA based on weekly data for first 40 weeks of 2018. Six of the nine top Hindi GECs were pay TV, followed by three FTA channels. Based on BARC data, Sony Pal was the most watched FTA channel among urban HSM.

In the case of rural audiences, FTA channels ruled in terms of weekly impressions during the first 40 weeks of 2018. The first four ranked Hindi GECs during the first 40 weeks of 2018 were FTA. Zee Anmol’s dominance in HSM (U+R) in based on HSM (R).


 

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/2019/03/22/chrom.jpg?itok=CC3YraGv
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