Specials

Digital pushing growth even as linear content consumption declines

atf

SINGAPORE: Interesting revelations came forth on Day 3 of Asia TV Forum (ATF) 2015 where formats were the pivotal topic of discussion. 

 

At the onset was a presentation by Eurodata head of global research and content strategy Sahar Baghery, who spoke about a few trends that are currently worth making note of. 

 

According to a study by Eurodata, consumption of linear television is on the decline across progressive nations like France, Germany, Canada and US among others; whereas there is only a marginal growth in the consumption patterns even in countries in Asia and Africa. “What this study suggests is that even though linear consumption is witnessing a downward trend, digital consumption is on the rise,” Baghery stated.

 

What was even more interesting is the fact that countries like France, Netherlands, Sweden and UK are working on evaluating the viewership of content across screens to give a better understanding to content creators as well as brands advertising on the various platforms about the presence and viability of their investments. Sahar also touched upon the fact that a lot of kids content is now being exclusively produced by OTT players like Amazon and Netflix as they believe that is the future of content consumption by millennials.

 

The study further educated about the various genres of shows that are currently doing well across the European and American circuits. “Stories dealing with corruption, a spy drama and crime thrillers are doing the best in terms of viewership across popular regions as of now." She added that anthology series were also doing well as a format and could be further explored by other markets as well.

 

The next couple of sessions for the day dealt with how leaders in Asia, primarily South Korea, are creating content that travels the world. The Korean wave has been sweeping the world and it was no different at ATF either. In a session, which spoke about the trending shows in South Korea, various case studies were discussed as to what led to their success domestically and how that translated into deals with European, Middle Eastern and US markets. CJ E&M manager Spencer Craig Thomas said, “We are very confident of our linear distribution presence, and thus are now looking to grow our content exponentially on the digital side. Our belief is that by creating follow-up or catch up content for our already existing properties on digital, we are only going to increase our consumption traction further.”

 

On the other hand, Indonesia's MNC Group VP content Hendy Liem stated that international content is only capable of gaining eyeballs but can't be monetised well. “It’s important to understand pricing and return on investments in the first place before venturing into international syndication deals or spending heavily on creating content without knowing its monetising capabilities.”

 

On the kids’ front, a panel discussion was held on the possibilities and success stories of some of the formats, which have been led by kids as the main protagonists. According to research data by Eurodata, 40 per cent of content, which has kids as their protagonists are fictional; 39 per cent is in the entertainment genre and the remaining 21 per cent are factual shows.

 

The conclusion of the panel was that though the protagonists of shows like The Voice Kids, Super Kids and Master Class are children or young adults, they look at targeting families and not only kids for gaining that many more eyeballs and touch the empathy chords with their viewers.

 

That brings us to the end of the TV market at ATF 2015; ScreenSingapore will take centre stage tomorrow. Stay tuned for more updates!

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/07/ficci.jpg?itok=DCBtJjhj
FICCI - Cyril Amarchand Mangaldas releases FICCI Frames ‘Entertainment Law Book 2020’ Report

Federation of Indian Chambers of Commerce and Industry (FICCI) and Cyril Amarchand Mangaldas, today released ‘Entertainment Law Book 2020’ report. The report highlights regulatory developments in the field of TV broadcasting and distribution, music, radio, filmed entertainment, and other segments...

Specials Event Coverage Ficci Frames
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/23/nepa.jpg?itok=RoQ0G9Yv
Research is important while creating content: Nepa India

MUMBAI: Research is a key ingredient before the launch of any product or brand. And creating content is nothing without appropriate research about the audience and their choices, explains Nepa India managing director Esha Nagar while giving a presentation at the fourth edition of The Content Hub...

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/19/content.jpg?itok=4mbPkOgp
Spontaneity, gut feeling are fundamentals of my direction: Badhaai Ho director Amit Sharma

MUMBAI: The director is like the manager of a film who brings talent under one roof and extracts it to create good content, said film director and producer Amit Sharma while addressing fellow and budding content creators at the fourth edition of The Content Hub 2020 organised by indiantelevision....

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/16/mrinal.jpg?itok=i2CPPY0K
Supernatural genre gives writers most creative liberty

Writers of the popular TV show Naagin, Mukta Dhond and  Mrinal Jha, explored the scope of the supernatural genre at The Content Hub 2020 organised by indiantelevision.com. Dhond said that the most exciting thing about fantasy is that it gives creative liberty to writers. As they say, anything is...

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/16/sameer-nair.jpg?itok=2JzVVlne
Applause Entertainment’s Sameer Nair on digital content creation, self-regulation and creative freedom

Creativity, freedom of expression, self-regulation and content quality are some of the factors that come into play for digital platforms. These topics were addressed in a fireside chat between House of Cheer founder and CEO Raj Nayak and Applause Entertainment CEO Sameer Nair, at Indiantelevision....

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/14/sooni.jpg?itok=g3qZuuEr
It's the golden age of content: Sooni Taraporevala

MUMBAI: Sooni Taraporevala, an Indian screenwriter, photographer and filmmaker best known for her work in Mississippi Masala, spoke on ‘The Golden Age of Content’ at The Content Hub 2020 organised by indiantelevision.com.

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/13/frank..jpg?itok=Hn6cXSBy
Writers are the key to great content

At The Content Hub 2020 organised by indiantelevision.com, Tulsea talent manager Radhika Gopal and Matter Advisors founder and managing partner Caleb Franklin discussed the importance of creating an ecosystem and a platform for writers.

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/13/2.jpg?itok=kPfBtKAh
Visuals go hand-in-hand with storytelling for compelling content

It takes massive effort, time and investment but delivers great result for producing high-quality content in terms of visuals, said Travelxp’s creative director Kamakhya Narayana Singh while sharing the advantages of 4K and 8K format during the fourth edition of The Content Hub 2020 hosted by...

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/13/cont.jpg?itok=3OaW3AyW
More localised stories is the way forward to connect with larger regional audiences

Regional GEC is the new focus area after Hindi GEC for broadcasters, OTT platforms and production houses as well. South market is the biggest market in the regional space; it has grown by 45 per cent with OTT platforms investing in regional content.

Specials Event Coverage Content Hub

Sign up for our Newsletter

subscribe for latest stories

* indicates required