Television

Agencies should add news genre to regular planning: Network18's Karan Abhishek Singh

When it comes to news consumption, Tamil Nadu out-consumes some states by as much as 2:1 ratio.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/14/karan.jpg?itok=3SHMoqA4

MUMBAI: The news genre should be included by agencies for its impact as a full planning platform and not just an add-on. This was the view echoed by News18 Network CEO-languages Karan Abhishek Singh at Tele-Wise Tamil 2019 organised by Indiantelevision.com on 6 August 2019.

At the event, Singh spoke on the relevance of the news genre in the Tamil Nadu market which is dominated by GECs and movies. He said that news as a genre has grown fastest in the past one year.

Mapping the growth of regional news channel in the state, Singh urged advertising agencies to add the news genre to their regular planning. He explained that in the last one year the peaks in news are significantly higher from the demise of Tamil Nadu former CM M Karunanidhi to cyclone Gaja to the national election to Article 370. The peak has been breached around 18 to 19 times. “These are the big event days which create an impact on the viewers and the advertisers. Two or three impacts in a month is an opportunity for the advertisers,” he said.

The top categories on news channels are largely retail outlets. Apart from male-targeted products, news genre is delivering to response-driven categories like retail, film, real estate etc. and these categories have been using the genre consistently. The genre also has the potential to drive long term brand imagery for brands- auto, travel and tourism and insurance.

He also mentioned that auto categories have started advertising on regional channels. Travel and tourism has also become a critical mass category on news. “So the news genre on its own needs to be looked at very differently and not just a frequency builder as part of an advertising campaign because it is the platform that delivers impact consistently month after month,” he said.

Singh believes that news is the fastest growing genre in the country and a large part of this is because of regional news channels. “The genre is growing largely across regional channels and partly in Hindi but not so much in English which was the traditional forte of news consumption,” he said.

“In regional space, the south market is extremely news intensive. When it comes to news consumption, Tamil Nadu out-consumes some of the states by as much as 2:1 ratio,” he said.

Within the South, the interesting part is that Tamil Nadu has very unique pattern of consuming news. The Tamil Nadu audience watches more news in the early morning. About 55-56 per cent of the day’s viewership comes from the time band of 6 am to 2 pm. “Tamil Nadu news has given a completely new definition to news primetime. There is no other market which has this kind of pattern,” opined Singh.

Singh also said, “At overall TV level, Tamil Nadu is one of the largest viewership markets in the country based on the component of early morning and mid-day news viewership and traditional primetime viewership on GECs and movies. And with every spike in the news cycle, the overall TV viewership increases. News is consistently among the top three genres in the state and continuously reducing the gap with the second genre i.e. movies.”

Singh concluded, “A few years ago, the reach of news was 52 - 53 per cent and today news reaches 70 per cent of the viewership on a weekly basis. The news genre is rapidly growing in Tamil Nadu because of its sticky content. Regional news channels have the opportunities to build and by this I don’t mean by sensationalising the news but going deeper into what matters in that particular region. We need to engineer the revise brain drain from the larger national platform into the regional platform.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/16/today.jpg?itok=JaupdwxR
India Today Group Digital is the No. 1 Destination for General News Consumption

India Today Group Digital has established its dominance in the news genre across all digital platforms (Desktop, mWeb, App). The latest Comscore September 2019 insights titled ‘Trends in Online News Consumption’ highlight India’s love for online news and, that Indians consume news content more than...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/14/kodeshwari.jpg?itok=e8x5J5dX
Colors Tamil ropes in six sponsors for ‘Kodeeswari’; premiere on Dec 23

MUMBAI: Colors Tamil and Studio Next are all set to premiere the all-women edition of ‘Kodeeswari’ from December 23 at 8 pm onwards every Monday to Friday. The show has also roped in brands like Nippon Paint, Arun Excello and RIN along with Kotak Mahindra Bank as Banking Partner and Tamil Matrimony...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/14/trrr.jpg?itok=SUvTvELe
Trivago back as top brand in BARC week 49 ranking

MUMBAI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 30 November 2019 to 6 December 2019 The data reflects the top 10 advertisers and brands across genre on Indian television, including OOH screen, (U+R): 2+,...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/14/sonysab.jpg?itok=5cXCEEkr
Sony SAB brings ‘Khushiyon Wala New Year’ contest for viewers

MUMBAI: Sony SAB has been spreading happiness all across the country. Based on its deep understanding of the pulse of real India, Sony SAB, one of the leading Hindi General Entertainment Channels in India, has steadily created a niche for itself through captivating shows and characters, all geared...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/14/cnn.jpg?itok=nfqNQUQd
CNN-News18 brings eighth edition of talk show ‘The Bollywood Roundtables' with Rajeev Masand

MUMBAI: CNN-News18 will telecast the eighth edition of its award winning talk show ‘The Bollywood Roundtables’. Hosted by the Entertainment Editor and renowned critic Rajeev Masand, the show is a year-end omnibus on bollywood and features India’s finest filmmakers, actors and artists who are behind...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/star_sport.jpg?itok=-cCxKmKi
Star Sports announces special programming for Vivo IPL 2020 player auction

Mumbai: After a successful and nail-biting vivo IPL 2019, the much-awaited cricketing tournament of the year is back with the auctions. Star Sports, India’s leading sports broadcaster and global rights holder of the vivo IPL has planned unmatched viewing experience for fans, that includes live...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/balveer.jpg?itok=ulTqKKWA
Sony SAB's Baalveer ranks 7th on Google’s most searched TV shows in 2019

MUMBAI: Sony SAB’s fantasy drama ‘Baalveer’ which has captured the imagination of audiences across the country with its fascinating storyline, has also earned the distinction of being named as the most searched Indian television show across the world according to Google’s annual trends report ‘Year...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/movies.jpg?itok=Gz-msgal
Movies NOW gives its viewers 100 reasons to celebrate this festive season with 100 Mania

MUMBAI: Movies NOW, Home to Superheroes announces the 7 th  season ofits marquee property, 100 Mania. In its new season, a lineup of 100 mega blockbuster films has been curated, giving viewers #100Reasons Why they don’t want to miss the best of Hollywood titles and win unmatched prizes.

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/13/star_0.jpg?itok=6ZASOgiP
K Madhavan to head all Star TV businesses; Uday takes charge of Hotstar

MUMBAI: Ten years ago when Uday Shankar was looking for a professional to be his deputy in Star India, he looked outside and roped in Sanjay Gupta a long term Hindustan Lever professional. Circa 2019,  Shankar did not look for an external executive to replace Gupta who is slated to move onto Google...

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories