Television

Fakt Marathi to convert into full GEC from April 2020

The channel will air three hours of original content.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/02/24/9_0.jpg?itok=XqRX9UE8

MUMBAI: The free to air (FTA) Marathi channel Fakt Marathi has made a strategic move to compete with pay broadcasters in the post NTO era. The channel is all set to become a complete GEC from April 2020. It will air three hours of original content in the primetime slot in genres like kids, mythology, socio-mythology, history, crime and comedy.

In an interaction with Indiantelevision.com, Fakt Marathi MD Shirish Pattanshetty shared his plan on competing with pay broadcasters in post NTO era after being sampled by the audience in the transition period of NTO. He also highlighted the need for a level playing field between pay and FTA channels, advertiser’s interest on FTA channels and programming strategy of the channel.

In the transition period, Fakt Marathi was seen leading the Marathi market for a few weeks in BARC India’s weekly rating but now the channel is observed holding its fourth position for the past few weeks. However the channel has geared up to regain its leading position with the revamp to a complete GEC.

Original programming will start from 7 pm to 10 pm. Currently the channel airs one hour of original content and will be launching new show Special Police Forces in two weeks. In morning slot, the channel will continue to air devotional content, afternoon slot will have repeat telecast of original shows and primetime slot will have original content. The channel will air movie in two slots one at 9.30 am to 12 noon and other at 4.30 pm to 7 pm.

Along with original shows the channel will also air the other syndicated shows and dubbed content of Tarak Mehta Ka Ooltah Chashma as Gokuldhamchi Duniyadari. The show helped channel to grow by 1200 per cent in the time band of 9 pm in Mumbai.

The channel has strategically decided to air the repeat telecast of original show in the afternoon slot. “In the primetime slot, there is a traction towards bigger broadcasters like Zee Marathi and Colors Marathi. So, people would like to watch our shows in the afternoon to get new content. It might be very difficult to get eyeballs from bigger channel because they also have their popular shows running in that slot for longer time. So, maybe if our shows are not notice at night during other parts of the day viewers may come to see it,” said Pattanshetty.

According to Chrome LIVE data, pay channels witnessed a drop of 24 per cent from week 4 to week 9 in 2019. On the other hand, FTA channels saw a spike from 21 per cent to 26 per cent in the same time span.

“During the transition period of NTO, we did a little bit of exposure related to GEC, a lot of viewers got the opportunity to see us for the first time and noticed us. The content that we showcased attracted people. On the movie channel there was only two channels that time Zee Talkies and Fakt Marathi while Zee Talkies turned pay so Fakt Marathi was the only option left,” informs Pattanshetty.

One of the woes of being FTA is handling ad revenue. "There is no subscription business model like pay channel for us. To create a level playing field for pay and FTA channel either the government should intervene and say that they can make it only premium and no advertising channel or pay channel should stick to a norm of 12 minutes of per hour advertising. There is a norm but nobody is following that, if the rules are followed everybody will co-exist,” he opines.

With regards to advertisement on FTA channels, Pattanshetty informs that economic slowdown has impacted the market to some extent and till the time it doesn’t improve the industry will not be able to swing around.

To attract more advertisers, the channel aims to grow in the urban market with the offering of more original content. “If my urban market penetration increases by 35 per cent my advertiser cost will also increase. 60 per cent of the advertisers looks at urban as a market. If I am to upswing there, I’ll be able to get a better ROI," explains Pattanshetty.

He further adds that the channel has recruited different teams which will look at retail advertisers. "The idea is to have certain field rates coming from retailers. The ad rates for local advertisers will be little different from others and it has to be premium for them because their buying capacity will be smaller. It will not be at the level of national advertisers. For example, if the national advertisers is buying 20,000 sec per month, the retail advertisers will not be able to buy that much," he says.

With the conversion to channel to complete GEC, the costing will go up but Pattanshetty is confident. "If we bring better ratings then that would be a benefit that we are going to carry further," he concludes. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_113749_800_x_800_pixel.jpg?itok=_zNg5lCy
TV9 Network appoints Anshuman Tiwari as editor, Money9

Mumbai: TV9 Network has strengthened the leadership of TV9 Digital and appointed Anshuman Tiwari as editor of Money9. Veteran journalist Rakesh Khar will assume a larger role as business and economy editor of the network. Tiwari is a recipient of the Ramnath Goenka Award, the WAN-INFRA...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_174117_800_x_800_pixel.jpg?itok=xdTmtb3g
Network18 reports 53 per cent EBITDA growth in Q2 FY22

Mumbai: Network18 Media and Investments Ltd has announced its results for the second quarter financial year 2022. The media company reported that the consolidated EBITDA for the quarter grew 53 per cent year-on-year and operating margin at 18.2 per cent. The entertainment margin stood at ~19 per...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_162109_800_x_800_pixel.jpg?itok=G6s2WP_d
Voot Kids to stream ‘Pokémon’ anime franchise content in India

Mumbai: Voot Kids has announced that it will be streaming the popular anime franchise “Pokémon” in India. The kids' content platform will stream 21 films and over 10,000 minutes of “Pokémon” anime series episodic content.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_160448_800_x_800_pixel.png?itok=-Ygo-1O0
Ormax Media launches audience analytics tool for TV channels

Mumbai: Ormax Media has announced the launch of a new audience analytics tool, Ormax Televate. It is designed to help TV channels in achieving viewership growth by identifying a focused and consumer-centric strategy based on insightful data on parameters built through Ormax Media’s 13 years of work...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_154026_800_x_800_pixel.jpg?itok=uK_BvjRN
Star India bolsters content slate for festive season

Mumbai: Star India network is bringing specially curated shows and films across Hindi, English, and regional channels this festive season. The content slate includes new seasons of marquee shows such as "Dance+," "Bigg Boss" - Telugu and Tamil, "Super Singer," "Start Music," and many more.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/img_19102021_125109_800_x_800_pixel.jpg?itok=gWimKmFo
Sony Sports channels to broadcast ‘WWE Crown Jewel’ on 21 October

Mumbai: Sony Pictures Sports Network (SPSN) will telecast the return of ‘WWE Crown Jewel,’ the final event before the changes of the WWE draft goes into effect for both ‘Raw’ and ‘SmackDown.’ The mega-event will take place in Saudi Arabia on 21 October and the live studio show will be broadcasted...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/19/pr.jpg?itok=UPU8pfTX
'India's Space Odyssey' is the story of ordinary people doing extraordinary work: director Pria Somiah

‘India’s Space Odyssey’, the all-new discovery+ Original currently steaming exclusively on the platform celebrates the 60-year-long successful journey of India’s space programme pioneered by the Indian Space Research Organisation (Isro).

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/18/img_18102021_185712_800_x_800_pixel.jpg?itok=NovUDcxd
Republic Media Network, BeatO team up for diabetes awareness campaign

Mumbai: Republic Media Network and BeatO have come together to launch the social campaign called 'India Beats Diabetes.' The campaign focuses on showcasing facts about diabetes, breaking myths, and starting conversations with the masses to drive better health outcomes in the country. Through this...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/18/img_18102021_175337_800_x_800_pixel.jpg?itok=3wjVR82l
TV18 Broadcast publishes new RIO adhering to NTO 2.0

Mumbai: TV18 Broadcast Ltd has published its reference interconnection (RIO) offer issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December.  The tariffs...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required