Television

×

×

TRAI tariff order impact: Niche channels yet to stabilise

The channels are expecting to see clearer results by then.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/11/cable.jpg?itok=iV7yzVAq

MUMBAI: Though three months have passed since the implementation of the new TRAI tariff order (NTO), industry stakeholders feel it might take a few more months for the dust to settle especially for the niche genres. Indiantelevision.com spoke to various industry experts across genres to get a sense of the situation on ground. While reports cited that niche channels like English, infotainment, music, lifestyle among others might face difficult times for a couple of months more, 9X Media chief revenue officer Pawan Jailkhani said that eight to ten weeks is sufficient time for the data to stabilise. “Hindi music channels should not be classified as niche. They are as or even more popular than the Hindi GECs and movies. 9XM with the highest reach at 197 million amongst the 15+ universe across the urban and rural HSM is far ahead than Hindi GECs. Today marketers and brand managers view 9XM as a strong reach platform.” He further added that for them, it has stabilised.

He explained that since its implementation came into force, marketers, advertisers and the ISA took a call that the data shouldn’t be used for any FTA or paid channels because of the transition. It was only recently that ISA directed the clients to use the data for media planning.

Similarly, paid channel TravelXP is seeing substantial growth every month. According to the company, any system’s reset, whether good or bad, will take time. TravelXP CEO Prashant Chothani feels that the reset will be beneficial for the whole ecosystem and with the proper implementation, execution and better understanding of the consumer, things will fall in place.

NTO has provided transparency between the consumers and the broadcasters’ chain even as TV viewership is increasing which is proven by BARC. This is beneficial to the channels because advertisers want more eyeballs and more time spent. “I don’t see any fundamental difference. So, a cautious approach was there during the implementation of the tariff order. But in the medium to long term, it will be beneficial to the entire ecosystem,” he noted.

Recently, at a Zee Melt session, Zeel CMO Prathyusha Agarwal mentioned that she doesn’t actually consider genres such as music and travel as niche. But in the case of regional channels, it has observed faster migration and subscription. “The effort taken by the consumer to buy that channel is potentially higher whereas the HSM market migration as against regional migration is much higher,” she said.

When it comes to English or lifestyle genres, Zeel head premium channels Shaurya Mehta was of the opinion that the impact is across the board and not necessarily only on English or niche channels. For niche channels, the impact can be a little more accentuated and exaggerated. “Niche channels or channels which are discretionary will take a little longer in terms of stabilisation. The impact may be larger in the transitory phase but in the long term I strongly believe that we stand to gain because the strongest brands would emerge even stronger,” he said.

Even the kids’ genre is facing NTO issues. A kids’ broadcaster said, “The whole genre’s reach has come down and will take 3-5 more months to settle,” said the broadcaster.

Another player in the kids’ segment, Viacom18 head Hindi mass entertainment and kids TV network Nina Elavia Jaipuria said in an earlier interview that the new regime is still a black hole because broadcasters have still not got subscriber reports. She further stated that Q4 FY19 witnessed a slowdown in advertising due to the NTO implementation.

“We did have a bad quarter because of NTO. There was an ad slowdown because no advertiser was clear about the reach channels were going to deliver and whether consumers are actually buying the broadcast package or the DPO package, or they are going a la carte. We are still not very clear about what is going on,” she stated.

While the majority of the broadcasters are waiting for the dust to settle, a few biggies in the market feel that the wave of NTO has stabilised and are heading towards significant growth in their respective genres. There is likely to be more clarity in the coming months.  

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/rugby.jpg?itok=UL0lcAk6
Rugby fans in India will enjoy extensive broadcast coverage of Rugby World Cup 2019

MUMBAI: Sony Pictures Networks India Private Limited (SPN) has acquired the exclusive media rights for Rugby World Cup 2019 from the Rugby World Cup Limited (RWCL). The tournament will be held in Japan from 20th September to 2nd November 2019 and telecast in India live and exclusive on the SONY TEN...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/kabir.jpg?itok=nempSOIL
Action-packed blockbuster ‘Kabir Singh’ to make its World Television Premiere this September on Sony MAX

MUMBAI: A heartbreak can impact anyone and leave a mark that could live on forever. Kabir Singh is a fine example of a heartbreak gone wrong. Gearing up to be Sony MAX’s World Television Premiere, Kabir Singh, Bollywood’s biggest blockbuster of the year will premiere on Sony MAX on 29th September...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/zee_1.jpg?itok=bXMN3jOQ
Witness the cut-throat rivalry between two media houses with the BBC First drama ‘Press’

MUMBAI: A story of two media companies conflicting about whether news is entertainment or the path to seek out truth, Press is a drama series about by-the-book journalists and journalism; the atmosphere promises to be electrifying. It is an immersive story that gives you an exclusive peak behind...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/blanck.jpg?itok=zQNvH5oX
A gripping mission is all set to unravel with the World Television Premiere of ‘Blank’ on 21st September at 8 pm on &pictures

MUMBAI: 24 bombs, one heart stopping mission, will the city survive? Get ready for an action-packed roller coaster ride this Saturday Night with the World Television Premiere of Blank on 21st September at 8 pm only on &pictures – Naye India ka Blockbuster Movie Channel. This edge of the seat...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/zee_0.jpg?itok=zXw_cDSh
Zee Telugu’s Zee Heroes – Episode 7, ‘Hide & Seek’ Stunt

MUMBAI: Action-packed reality show, Zee Heroes is set for another exciting week. With the tasks in the competition getting tougher, the ability and courage of the contestants get further challenged at every stage. An amalgamation of thrill, adventure, courage, reality, entertainment and a whole lot...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/india.jpg?itok=zQD6ezyk
India’s biggest youth fest ‘India Today Mind Rocks 2019’ is back

MUMBAI: India Today Mind Rocks, the country’s biggest youth summit returns with élan, providing a unique opportunity for students and young professionals to interact with their idols--real achievers who have struggled and overcome odds, and today are acknowledged leaders in their fields.  The day-...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/zee.jpg?itok=Jl1T2vu8
Zee Cinemalu's rural focus and Telugu movie popularity

Zee Cinemalu, the Telugu movie channel from the Zee stable, launched in 2016 has made massive strides in viewership in one of the most cluttered regional markets of India. It has moved from 107 GRPs in FY17 to 244 GRPs in FY20 in the urban market, according to data shared by the channel.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/pone.jpg?itok=PiPLuKsc
PhonePe goes live across over 1 million offline stores in Delhi-NCR

MUMBAI: PhonePe, India’s fastest growing payments platform today announced that it is now live as a payment option across 1 million offline merchant outlets in Delhi-NCR. This milestone reflects PhonePe’s phenomenal acceptance across large organised retail stores as well as small and mid-size...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/16/cnbc.jpg?itok=pXhWBabk
CNBC-TV18 looks for the Environmental Superheroes; Collaborates with Afroz Shah Foundation for a cleanliness drive

MUMBAI: In a bid to contribute towards the betterment of the society, CNBC-TV18, a market leader in the English business news genre, undertook a noble initiative against marine pollution and litter in association with popular environmental activist - Afroz Shah and his foundation. The collaboration...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories