Regional to be at the forefront of content

MUMBAI: The regional space in India is the new target for everyone. But what exactly is it that pulls content creators to divide themselves into India’s varied languages and will this fad stay in the future, too? The question was discussed in a FICCI Frames 2018 session titled ‘regional is the new mass media.’

The News Minute managing editor Dhanya Rajendran said that any market outside of Mumbai and Delhi is considered regional, which the national media has ignored for a long time while underestimating its potential. “In the last two years, with the advent of digital media, more and more media houses have started realising that there is a lot of readership not because of good journalism, but because they know that there are consumers in places such as Bengaluru, Vijayawada, Madurai and Vishakhapatnam consuming all kinds of content,” he said adding that he hoped that more digital spaces would spring up in Goa, Maharashtra, Gujarat and Bihar in the next two to three years. “Our mainstream media will be forced to follow-up news stories that they were keeping in the backburner and looked down upon as regional stories,” he said.

Eminent sports columnist and journalist Ayaz Memon pointed out that sports was the classic example of a mass media product. “Football is the biggest sport in Europe, but there is a difference between the French, the Dutch and the English viewing the same match. Look at the regional newspapers like Manorama, Matrabhumi and Anand Bazaar Patrika. At one time, they were larger selling newspapers than the English ones. The easiest to penetrate has been sports because the language of sports is universal. The language of consumption of sports may differ from Tamil, Telugu and Kannada and consumers enjoy consuming the content in the language they easily understand.”  

Network18 has been prominent in venturing into the digital space. Its group president Avinash Kaul said, “Regional is dominating the entire space, the regional wave is here to stay and will continue to grow. We have around 270 regional channels out of 500 channels overall in BARC. The regional viewership is higher than the Hindi viewership and has a market share of 47 per cent. General entertainment channels (GEC) being the biggest attraction, regional GECs have 30 per cent more viewership than Hindi GECs. If we take a look at the advertisers, the regional market has seen an increase of 20 per cent in the last two years and around 3500 advertisers are exclusive to the regional market.”

Your Story managing editor Darlington Hector said that the news platform decided to branch out into the regional market in 2012-13 with Hindi, Tamil and Bangla. He said that in the late 90s, the English content consumption was around 80 per cent globally and the next decade around 2007-08 it dropped to about 27 per cent. English as a preferred language of consumption has been dropping in importance every decade and he sees that happening in the future as well. “The reason for this is the loss of credibility in the last few years and a good opportunity now for online digital platforms to express better. People do connect emotionally with the regional media today, which I am not seeing with the national media today. The television anchor has played a big role in destroying the credibility. The next 25 years will be the golden period for the regional languages of India, especially online,” he concluded.

Both broadcast and online platforms are vehemently marching into the country’s various languages. Hindi and English, which till now were the holders of the mediums, will slowly see viewership shift to people’s language of choice.

Also Read :

Stakeholders highlight need for sports education

OTT platforms discuss need for regulation

Latest Reads
News18 Network organises conclave ‘Samvad Jharkhand’ in Ranchi at Radisson Blu hotel

News18 Network, has organised a conclave named ‘Samvad Jharkhand’ in Ranchi at Radisson Blu hotel.

Television TV Channels News Broadcasting
Zee Media ropes in Mona Jain as new chief revenue officer

Zee Media Corporation Ltd, has onboarded Mona Jain- a veteran media professional, as the new chief revenue officer for all of its 14 news channel properties. She is all set to head the revenue generation, stakeholder engagement, and strategic investments across different channels of Zee Media.

Television TV Channels News Broadcasting
Smriti Irani on ‘Aap Ki Adalat’: Indian taxpayers should not pay for Congress’ mistakes

This time, the headline-making India TV courtroom show ‘Aap Ki Adalat’ witnessed a back-and-forth with Union Minister Smriti Irani and India TV editor-in-chief and chairman Rajat Sharma. The entire session revolved around Congress MP Rahul Gandhi, his London trip, Amethi and the ongoing Adani Group...

Television TV Channels News Broadcasting
Nickelodeon celebrates individuality with a special panel discussion on ‘I AM #OneOfAKind: Nurturing Self-Love In Children’

Self-love is an invaluable skill for kids to learn. In light of this, kids’ entertainment franchise Nickelodeon in association with Orchids The International School, hosted an engaging forum with industry honchos on how understanding the importance of being #OneOfAKind from a young age is of primal...

Television TV Channels Kids
Star Sports unveils an elite panel of experts and legends for Tata IPL 2023

Mumbai: Star Sports, the official television broadcaster of the Tata IPL 2023, announced a star-studded panel of commentators that features some of the most decorated players to have graced the 22 yards. Fans across India can look forward to some of the most respected, adored and knowledgeable...

Television TV Channels Sports
Colors Bangla curates line up for its audiences this weekend

Colors Bangla is all prepared to amaze its viewers on Sunday, 26 March with its exclusively curated content consisting of the world television premiere of ‘Kaberi Antardhan’ and the most awaited musical award show Mirchi Music Awards Bangla.

Television TV Channels Regional
Hardik, Jadeja raise the ‘Shor’ in Star Sports’ latest promo

Star Sports, the official television broadcasters of the Tata IPL 2023, are leaving no stone unturned to raise the excitement levels and amp up the volume ahead of the opening day on 31 March.

Television TV Channels Sports
Viacom18 to produce fan-centric digital content for Mumbai Indians, as official partner

Viacom 18 has announced its partnership with five-time IPL champions Mumbai Indians, as the official partner ahead of Tata IPL 2023.

Television TV Channels Sports
“Creating economically viable, technology-enabled, corruption-free sustainable development to boost public transport”: Nitin Gadkari at News18 India Chaupal

Hindi news channel, News18 India hosted its flagship summit at the prestigious Taj Palace in Delhi. The latest edition of the marquee initiative, News18 India Chaupal, saw a stellar line-up of the nation’s most distinguished thought leaders and youth icons who deliberated and shared insights about...

Television TV Channels News Broadcasting