MAM

Tamil Nadu viewers glued to TV; digital catching up fast

Screen-agnostic approach will help advertisers and marketers

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/12/ladi.jpg?itok=YtQiK1TW

MUMBAI: The advertising and marketing industry at the first edition of Tele-Wise Tamil urged the industry to look at TV and digital as two wheels rotating around one axis. They emphasised that the growth of television in any market can’t be calculated without considering that though being invented as isolated units, TV and digital have merged into one big medium now, because of technological advancements.

Lowe Lintas regional creative officer Kapil Mishra said, “Whenever you ask someone to imagine a television, they either think of a box or a flat-screen on a TV unit. But TV is not just the hardware; it is also its software. Technology has separated these two and has liberated the software. Now, television is everywhere; on your phones, laptops, and your tablets.”

He continued by saying that this segregation of TV software and hardware has greatly impacted the TV-viewing culture in every market. He insisted that now marketers and advertisers have more opportunities to harness this medium to reach their audience.

Havas Media Group CEO India & Southeast Asia Anita Nayyar shared similar thoughts as she mentioned that one can’t neglect the role of digital in driving the growth of television medium. “When we think of TV, we should think audio-visual. The content is becoming screen-agnostic now.”

Elaborating more on the potential that the Tamil Nadu market has for digital and TV media, Nayyar noted, “Tamil happens to be the third-largest content language being consumed online. 42 per cent of the population in Tamil Nadu has internet and mobiles. 42 Tamil channels have crossed more than 1 million followers on YouTube. Sun NXT today is talking about 1 crore installs of its app. In fact, Tamil originals are working great on other OTT platforms like Netflix, Amazon Prime, and Hotstar as well. Mobile definitely is the next most important device in one’s hand for content consumption.”

Nayyar, however, also insisted that growth of alternate screens won’t perish the TV in its original form in Tamil Nadu or India.

She highlighted that while the TV viewership in the country grew by 13 per cent in the last year, in Tamil Nadu this number was 14 per cent. She added that in South India, Tamil Nadu noted the second-highest time spent on television at 215 minutes a day vis-a-vis 245 minutes of Andhra Pradesh.

Shedding some more light on the TV-viewing patterns in the state, Nayyar said, “Tamil Nadu is completely hooked to television. They prefer entertainment over any other genre. At prime time, 73 per cent of viewership is for GECs, which actually falls to an all-day average of 65 per cent. Tamil GEC is at 55.5 per cent in terms of genre preference, and the top shows are recording up to 23.4 TVRs, which are unheard in today’s time. People also prefer to watch movie channels during prime time. News and music viewership is quite low in the night time but they are most preferred in the morning.

Tele-Wise Tamil was the inaugural edition of Indiantelevision.com’s Tele-Wise series that aims to look into the opportunities that regional markets have for broadcasters, advertisers, marketers, and other related shareholders. The event was concluded in Tamil Nadu recently with a number of industry veterans and experts in presence.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/likee.jpg?itok=SD4Ob8il
Desi Melodies collaborates with Likee to promote music video filhall

MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has collaborated with Desi Melodies to promote its most-awaited music video Filhall. Composed by famous Punjabi lyricist Jaani and sung by leading singer B Praak, Filhall marks the debut of India...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/irdeto.jpg?itok=TtiOLOg0
Irdeto partners with Amlogic, Skyworth to launch production-ready Hybrid STB Reference Design Programme

MUMBAI – Android TV, with the extensive Google app store is already playing an influential role in pay TV, as operators are under pressure to increase consumer choice, reduce cost and speed up time to market. To address these challenges, Irdeto has partnered with Amlogic, a leading fabless...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/harikrishna.jpg?itok=E7RMsH3C
TheSmallBigIdea to drive regional engagement with TSBI Bharat

MUMBAI: After having successfully led numerous multi-category brands, TheSmallBigIdea now announces its initiative to help brands reach the next 100 million digital users with TSBI Bharat.  With the focus pivoting on content localisation across the digital landscape, ‘TSBI Bharat’ will enable...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/moneycontrol.jpg?itok=7qJwQWvo
Moneycontrol brings India’s Biggest Virtual Trading Game - Moneybhai

MUMBAI: Moneycontrol, India’s leading financial platform, introduces a powerful, modern stock simulator — Moneybhai; a unique investing simulation platform aimed at giving an opportunity to learn trading by experiencing markets in real time with real data using virtual currency.  The platform seeks...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/05/bablu.jpg?itok=_0nYLP8n
One Take Media Co. (OTMC) introduces Bablu Dablu - Cubs and Cubs2 to India

MUMBAI: OTMC has acquired all media rights fornewest season, BABLU DABLU’sCubs-1 and Cubs-2 in India. It has 104 episodes of 13 mins each. After the great success of BABLU DABLU, various 7 Seasons, OTMC is happy to present BABLU DABLU Cubs Season-1 & Season-2.  All platforms rights including...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/log.jpg?itok=wb9vXqC9
Logicserve Digital gears up for the next phase of growth with a new transformational identity

Logicserve Digital, a digital marketing company and the Indian arm of Logicserve Group, has announced the launch of a new logo for the company today to mark the milestone year, 2019 when the company is witnessing exponential growth. The company will start using the new branding within all it's...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/12/Star-Sports.jpg?itok=3bR31WHM
Star Sports launches Hero U-17 Women’s Championship Campaign #GroundsKnowNoGender

The Hero U-17 Women’s Championship 2019, organized by Football Sports Development Limited will get underway from Monday, November 11, 2019 in Kalyani, West Bengal. The tournament was announced earlier this year by FSDL Chairperson Smt Nita Mukesh Ambani while addressing the Indian Super League (ISL...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/11/shoes.jpg?itok=Ime6EFQE
Paragon launches #WhatsYourStimulus campaign

MUMBAI: Paragon has recently launched its digital campaign #WhatsYourStimulus. The campaign is a fresh take on finding your passion and fueling it right. Targeted at over 7 million youth spanning across college students, creative professionals, vloggers, and bloggers, between the age group of 18-30...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/11/parle.jpg?itok=g86S1svv
Group M-owned MediaCom India wins Rs 200 crore media mandate for Parle Agro

MUMBAI: Parle Agro, one of India’s largest beverage company with iconic brands like - Frooti, Appy & Appy Fizz, has awarded its media mandate worth Rs 200 crores to Group M owned media agency MediaCom India, following a multi-agency pitch that lasted well over three months. As the full form AOR...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories