MUMBAI: The Indian broadcasting industry is in a tizzy following the Telecom Regulatory Authority of India (Trai)?s binding decision to implement a 12 minute per hour ad cap effective from October 1.

The ad cap will understandably have an adverse effect on broadcasters? inventories which help them generate an estimated Rs 14,000 crore in advertising revenues. And this could also impact their

survival, because most of them are dependent on sale of their respective advertising inventories at a good price. All in all, it could well turn turn out to be a very expensive regulation.

General entertainment channels like Colors and Star have already announced that they will be raising ad rates by 30 per cent and 20 per cent respectively. This move does not really come as a surprise for many, as Colors CEO Raj Nayak explains: "We would have anyway done our annual hike by about 10-15 per cent so as to be able to absorb the increase in costs of programming, production etc. We have not still seen the full impact of digitisation in the form of either a fair share of reduction in carriage fees or an increase in subscription revenue, and with the inventory cap becoming a reality, we are left with no option but to increase our advertising rates to be able to stay on course."

The hike in ad rates on Colors will be effective from July 1 but one wonders will it work in a marketplace where negotiation is a norm and prices are anyway discounted by up to 30 per cent? To this Nayak asserts: "We are here for the long term and we value our relationships with our clients. We will work closely with them to arrive at a win win situation. Having said that I believe, clients who are paying least will have the biggest impact."

The channel has done all its calculations based on its revenue objectives, annual rate increases and has arrived at the 30 per cent hike figure, which Nayak says is what the channel needs on an average to stay on course.

Star India CEO Uday Shankar preferred to keep his cards close to his chest. He said, "I cannot talk about our strategy."

However, the ad rate hike may also drive advertisers towards lower priced outlets and other lesser crowded genres.

Vikas Khanchandani - Consumption of inventories on under-leveraged channels will improve.

AIDEM director Vikas Khanchandani says: "Both GEC and Niche play different roles for different advertisers and the weight-age applied are depending on the need of the brand. The hike in advertising rates is to bridge the gap from reduction in available inventory to broadcasters on account of the decision by TRAI on the cap. Each broadcaster or channel will increase their rates basis their current P&L and the impact of reduction in airtime over what they are currently selling over the cap and/ or any other escalation in input costs. The consumption of inventories on under-leveraged channels will rise."

In that case, will GECs bother about inventories being spread over to niche channels and other outlets? "That?s not such a bad thing. The truth is there is already an overflow of inventory on GEC channels even without the cap, and with the cap the supply demand ratio will change dramatically," says Nayak.

The ad cap is thus affecting one and all, so wouldn?t the niche channels want to go the GEC way and hike their ad rates as well? Do we see the rate hike spreading across the ecosystem- news, niche, etc or to other mediums? Nayak replies in the affirmative saying: "We believe this problem of supply-demand will also spill over to the Niche, Music, Sports & News & movie channels too. So I will not be surprised if they too will be forced to re-look at their advertising rates. I would like to believe that with the pipe getting choked, these channels too will not be left with an option but to increase their ad rates, unless they have a magic wand or a secret formula."

A magic wand or not, all broadcasters general entertainment or niche would do all that they can to lessen the adverse impact of the impending ad cap.

Offering a media buyer?s perspective ZenithOptimedia partner Navin Khemka said that the smaller channels that sometimes run as much as 25 minutes of ads in an hour will find it difficult to sustain themselves. "They will take a big hit if they are not able to increase the effective rate. The ones who run 12-15 minutes should be fine. The key is to be a top three player in a genre. Then you should be alright and manage a hike. At the moment it is hard to say what kind of a rate hike channels can manage. You also have to consider the fact that sometimes annual deals are done. Channels will either try their best to honour them which they should or do some restructuring."

In terms of ratings he thinks that the issue of variance in numbers will resolved in a couple of months time. "It is actually in the channels interest that the fluctuation continues as then they can say that they are not responsible for the poor delivery."

A+E Networks| TV18 VP, head marketing Sangeetha Aiyer offers a different take saying that for the factual and lifestyle genres increasing rates might not be feasible. "The current economic environment is difficult. The ad market is not great. With the slowdown most genres apart from the Hindi GECs are facing a revenue crunch. Also packaging in digital cable has not happened. Tam also has to get its house in order. FMCGs account for 40 per cent of the factual genres revenue. So ratings do play a role especially since factual channels have language feeds."

So what is the way forward? She notes that doing more local properties is one way as for that channels could charge a premium. "The aim should be to conceptualise ideas that can work as a tentpole which is what we did for ?The Greatest Indian?. Of course for that you have to earmark monies for production, marketing. I would have preferred it if the ad cap had come once digitisation was complete. We normally air 15 seconds of ads."

MSM Rohit Gupta - It?s a demand-supply equation.

MultiScreenMedia (MSM) president network sales, licensing and telephony Rohit Gupta declined to talk about his channel's strategy. He however added that it is likely that most genres will go in for a rate hike. "If you don?t then you will lose money. It is a demand supply equation. Market forces will take over. You could see a situation where clients look at more genres and channels given the shortage of available inventory on channels that they frequently use."

Times Television Trigunayat - Movies Now to hike rates by 50%

Movies Now is looking at a 50 per cent rate hike in the coming six months. Times Television Network CEO English entertainment channels Ajay Trigunayat is in favour of the reduced inventory. "English movie channels air around 15 minutes of ads in an hour. What was happening was that channels in other genres were abusing inventory and airing as much as 20 minutes an hour. This compromised the effective rate in the English movie genre. Now the viewer experience will be better. Less ads will result in more stickiness for the genre which will also justify a rate hike. Overall I expect ad rates in the English movie genre to grow by 25 -30 per cent."

Trigunayat concedes that the 50 per cent hike target is ambitious. "But we always set out ambitious targets for ourselves. In the short term there will be issues. I expect resistance from clients. But things will iron themselves out. A clearer picture of various channels? strategies will emerge by August. On our part we are not getting the rate that we feel we deserve. Generally for a new player clients wait to see the response that the channel is getting. The other challenge has been TAM ratings which have seen big fluctuations. Our rate has been flat for the past six months and fluctuations in the ratings have played a part in that. The ratings could take over a year to settle down. Clients therefore will have to look at other metrics like brand positioning, quality of the content etc. We also have to spend more time convincing clients".

On the issue of rating fluctuations Gupta conceded that there is a trust issue. "At the same time clients do not only use ratings. There is qualitative analysis that goes into media buying. Clients do their research. Over the past five years Sony?s inventory has stayed the same. Yet we manage revenue growth of 20-30 per cent as we hike rates."

Asked if less inventory on more mainstream genres will benefit the English movie genre Trigunayat noted that English movie channels are already running at full capacity. "If you look at players whether it is us or Star Movies, HBO, Pix their inventory is full. They will all increase rates. Clients will benefit if they book spots now well in advance which is what happens in the US."

Neo Sports Krishnan - Ad cap unfair on sports genre

Neo Sports Broadcast COO Prasana Krishnan said that the ad cap is unfair on the sports genre as breaks happen according to the sports action going on rather than on the basis of the clock. "Sometimes you might not have much of an ad break in an hour. Sometimes you might have more if there is a live cricket telecast. I would have preferred it if the rule was an average of 12 minutes an hour in a day. Then things would have evened out".

The news genre is not left unaffected by this development. An industry insider points out that the government should be more considerate towards news broadcasters. "You cannot reduce our ad inventories while you do nothing about the enormous burden of carriage fees that we have to bear." He further adds that unless the carriage fee is brought down substantially and subscription revenues are also looked at, the ad cap compulsion is unfair. There must be a considerable drop in carriage fees wherein a network of 2-3 channels has to pay approximately Rs 10 crore - Rs 12 crore while single channels pay not more than Rs 2 crore - Rs 3 crore, he said.

Khanchandani adds: "Impact on news will be different from that of niche. News is most impacted by the decision and have to significantly increase their own rates on account of very high dependence on ad time. If the increase in GEC pricing is very steep the advertiser might optimise the plans in favour of some genres but as I mentioned it depends on the requirement of the brand."

A CEO of a news channel while refusing to come on record admitted that "the news broadcasting industry will also look at hiking ad rates because even our inventories are being adversely affected."

In such a complex scenario based on the government and business environment, the advertiser?s target audience and consequent decision remains the bone of contention. After all, with the impending digitisation, there is a lot of ambiguity revolving around which channels are reaching the audience and which are not.

Khanchandani gives some perspective: "The television platform continues to be an effective medium for advertisers at large and I strongly believe in the medium. The impact will be varied across genres and channels. It?s a function of demand and supply and their respective state of inventory utilisation. Fundamentally prices will go up across channels and inventory utilisation across under leveraged channels will improve."

GECs are confident of their loyal advertisers; as Nayak puts it: "The advertising market is buoyant, I see a reasonable growth this year over previous year and we believe as long as we deliver value people will continue to invest in our channel."

MUMBAI: That the 12th annual indiantelevision.com?s Indian Telly Awards is one of the most popular events in the Indian television and broadcasting industry is known to all. And further proving its popularity is the fact that it went on to be among the top three trending hash-tags on Twitter in India on Saturday 25 May. (#IndianTellyAwards).

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Colors telecast the much-awaited Indian Telly Awards on Saturday 25 May at 9.00 pm preceding which the twitterati went berserk tweeting about #IndianTellyAwards expressing their anticipation and excitement.

Television fans could not bear the anticipation until 9.00 pm and hence began rooting for their favourite stars via tweets. And TV stars, directors, producers all added to the frenzy. TV star fan clubs went berserk as they tweeted everytime their favourite stars came on screen. Some waxed eloquent; some crooned even as a few hurled brickbats. All in all it made for a lot social media buzz.

Says Indiantelevision.com and The Indian Telly Awards founder & CEO Anil Wanvari: "We are delighted that brand Indiantelevision.com?s The Indian Telly Awards trended in India on twitter. From our side, we worked on creating a lot of curiosity around the awards through our bouquet of sites -Tellychakkar.com, Indiantelevision.com and Radioandmusic.com. We appointed a special team to create content for our social media connect. We posted pictures, videos, and stories on the Facebook pages of the respective sites and even the official Indian Telly Awards Facebook page leading to a spurt in the likes it has. And of course the on-air promos on Colors helped a great deal."

Colors, on its part, increased the frequency of the on-air promos in the days preceding the Dabur Glucose presents indiantelevision.com The Indian Telly Awards telecast. It launched a special Indian Telly Awards contest on twitter to facilitate the buzz, apart from releasing a sneak peak video on YouTube and pushing the awards on its Facebook page. The Indian Telly Awards video uploaded by Colors? YouTube channel was amongst the most popular videos on YouTube the following day which was Sunday.

Its efforts to generate and sustain curiosity for the awards along with indiantelevision.com proved successful with this feat on twitter.

"We are very happy with the engagement brand Colors is able to drive on social media platforms. Our objective has been to be the most vibrant and engaging brand on social media," says Colors digital head Vivek Shrivastav. "indiantelevision.com?s The Indian Telly Awards is one of the biggest events for the TV industry; it creates a lot of buzz and curiosity amongst both industry members and audiences. Our effort has always been to channelise these conversations positively, leading up to the live telecast of the show on Colors. This happens through various ways: exclusive images, interaction with stars, news releases, off-air marketing push, release of spoilers from the show, contest and polls on social media platforms etc. The aim is to start and fuel conversations; in the process if we get trending it?s only good."

Editor adds: "That?s being fairly modest, Mr Shrivastav!" ;)

MUMBAI: The idiot box has come a long way from making run of the mill ?saas-bahu? sagas and nonsensical comedy shows. Nowadays the focus is on making magnum opus shows, and erecting massive sets to get the right feel and engage TV viewers with the perfect scenic and thematic setting for the storyline.

This apart, there is the fact film promotions have been integrated into TV shows, with big ticket Bollywod stars making appearances. Then casts of two shows have been integrated to get a Maha episode. Clearly, general entertainment channels (GECs) have been resorting to extensive marketing and viewer engagement, leaving no stone unturned to promote shows in the best possible way through all platforms.

Taking this trend to another level is Colors, which is going all out to package and promote its popular daily show Madhubala-Ek Ishq Ek Junoon.

Produced by Nautanki Films, it stars Drashti Dhami and Vivian Dsena as the lead pair- RK, an arrogant yet desirable superstar and Madhubala, an ordinary girl who gives RK an eye for an eye. This unusual romance has carved a place in the hearts of television viewers within a short span of one year garnering high TRPs and becoming one of the most popular shows at Colors. The lead pair recently won an indiantelevision.com?s Indian Telly Award for popular on-screen TV couple as their on-screen chemistry has caught the imagination of millions of fans.

The show is known for its notorious twists and the latest track involves the much awaited and ?demanded? wedding sequence of RK and Madhubala. This sequence is being promoted across social media platforms with a unique contest. RK, unable to decide the perfect gift for his lady love, has reached out to the show?s fans asking them to help him make the perfect choice. The reward: the four best entries get an invitation each to the grand wedding on the sets of Madhubala-Ek Ishq Ek Junoon.

Viewers were invited to send in their advice through an SMS or log on to colors.in.com and drop a 140 character suggestion between 17 and 25 May 2013. At the time of writing the response had been lukewarm with just about 900 visible recommendations being given by fans.

So what is it about contests that GECs are venturing into this space even as far as fiction shows are concerned?

Colors weekday programming head Prashant Bhatt explains: "Contests give us an opportunity to engage with the audiences and at the same time maintain their interest in the show. Also having a contest for a fiction show is a unique thing as we have to think of innovative ideas around the sequence. The response for the Madhubala wedding is exceptionally good given that the show has a good viewership and it has attracted a lot of curiosity as well."

Madhubala-Ek Ishq Ek Junoon is a big ticket show for Colors. It has been averaging about 2.5 TVRs, it was at the No 3 slot amongst its programmes in week 20 of TAM?s weekly ratings. The long-running Uttaran had shimmied up to the No 2 slot in that week, replacing it.

Bhatt adds: "Madhubala is one of our big budget shows. The first few episodes of the show were shot in Ramoji Film City in Hyderabad. Post that also, we had the most expensive fight sequence between RK and Balraj. Now, for the wedding, we will be going all out with this sequence as well. Keeping the theme of the show in mind, the wedding is of the biggest superstar, RK to his love, so for us the viewers it cannot get bigger than this. We will be going all out for the wedding."

In the past, the show had a sequence which was shot at a massive budget of Rs 20 lakh. With such a high benchmark, expect a big splurge on the wedding celebrations too. Sources point out that a fabulous set is being created for the same in a five star hotel in Mumbai, and it?s quite likely that stars from other shows on Colors are likely to be invited. Madhubala Fan Clubs have been rooting for superstar Salman Khan to be a celebrity invitee.

MUMBAI: Breathtaking performances, rib-tinkling humour, loads of glitz and glamour and your favourite television stars. Find it all at the starry night that is the 12th annual Indian Telly awards, organised by indiantelevision.com.

indiantelevision.com?s The 12th Indian Telly Awards is all set to entertain one and all and celebrate the best of the Indian television industry only on Colors on Saturday 25 May 9.00 pm onwards. One of the most awaited events for those involved in any way in the world of Indian television, the awards promise three things to all its excited viewers- entertainment, entertainment and more entertainment.

"indiantelevision.com?s Telly Awards is the most prestigious property for the Indian television and broadcasting fraternity. Both Colors and indiantelevision.com have planned a wonderful show for our viewers.We are looking forward to the telecast tomorrow," says Colors CEO Raj Nayak.

Adds Indiantelevision.com and The Indian Telly Awards founder & CEO Anil Wanvari: "Winning an Indian Telly Award is extremely prestigious moment for actors, producers, technicians, and anyone else associated with TV. While we recognise excellence, we also work on putting in more than a high dose of entertainment to keep audiences at home wanting more. The 12th edition of the show is planned as a mega-spectacular with a never before seen set designed by Oomung Kumar. We designed the show to be full of fun and puns for the audiences and lots of entertainment."

Be prepared for your television screens to come alive with spectacular performances by the most celebrated talents of the Indian television industry. The very dashing television poster ?boys? Ronit Roy and Ram Kapoor will leave the viewers in splits with their quick wit and incredible stage presence as they co-host the evening with panache and bromance. Helping them keep the awards lively as co-hosts are the witty and popular Jay Bhanushali and the child like Rashmi Desai and telly land?s Chautala Kavita Kaushik.

The sexiest yummy mummies of telly world Barkha Bisht, Shweta Tiwari and Urvashi Dholakia will sizzle the screens on the item songs like Fevicol Se, Halkat Jawani, among other songs.

The lovely act by the most romantic off-screen TV couple Aamir Ali and Sanjeeda Sheikh will make one fall in love with love. Watch Jay Soni romance his on-screen partner Shamin Mannan. Watch television?s leading leadies - Sanaya Irani, Suhasi Dhami, Mahi Vij and Simran Kaur - performing in an eyecatching and rivetting prop-heavy act denoting the moods of a woman - right from passion, to envy and sorrow.

What more? Viewers can ogle at television?s hottest hunks - Gurmeet Chaudhary, Manish Raisinghani, Mrunal Jain and Gaurav Chopra - take off their shirts and even their trousers on a foottapping medley of the year?s greatest Bollywood masala hits. Their terrific bare-chested performance is sure to take the breath of female fans away.
The highlight of the evening was the very thoughtful ?family relations? act which saw beautiful and engaging performances by actors who are family in real life with segments of bhabi-nanand (Tanaz Irani and Delnaz) , real life maa- betiyan (Savita Joshi, Ketki Dave and Purbi Joshi), real life bhai-bhai (Rohit Roy and Ronit Roy), real life bhai-bahen (Krushna Abhishek-Aarti Singh) and real life shriman shrimati (Apurva Agnihotri and Shilpa Saklani)

indiantelevision.com?s The Indian Telly Awards are one of the oldest and most respectable television honours in the industry and have been successfully lauding excellence in the Indian television and broadcasting industry since the past 12 years. Its popularity is only soaring year after year.

"The response for the 12th Indian Telly Awards has been great," says Nayak. "While Dabur Glucose D has come on as the title sponsor, Brooke Bond Taj Mahal Tea has taken the powered by status. The associate sponsors include: Aircel, Vasan Eye Care Hospitals, Margo, Pudin Hara, Layer?s Deo, Ponds white beauty and Nycil Gulabjal. It?s great to have them on board, a property we are very pleased to be associated with, as it recognises the very best in our TV industry."

The show also has some poignant moments like TV?s hottest personality Karan Singh Grover slow dancing with his wife the ever so popular Jennifer Winget.

The winners that took the coveted and prestigious Indian Telly Award trophy home were cock-a-hoop Vivian Dsena and Drashti Dhami were declared the most popular television on-screen jodi as RK and Madhu from popular Colors show Madhubala-Ek Ishq Ek Junoon. Star Plus?s TRP garnering Diya Aur Bati emerged as a hearty winner by bagging the awards for the most popular daily show fiction as well as the popular actress and popular actor in a lead role for Deepika Signh as Sandhya and Anas Rashid as Sooraj. The award for popular actor in a lead role was also bagged by Kunal Karan Kapoor for Mohan Bhtanagar in Colors?s Na Bole Tum Na Maine Kuch Kaha- 2. Hot hunk Mohit Raina bagged the jury award for best actor while Manish Paul walked away with the best anchor trophy.

All in all, the Indian Telly Awards was a spectacular evening to remember with fabulous performances, surprising acts and the shinning television industry at its glamorous and entertaining best. Tune into Colors tomorrow (25 May) at 9.00 pm to catch all the action. Catch the repeat on Sunday if you are a diehard fan at 6.00 pm.