Television

Landing page a promotional tool, works only for a finite period, says Chrome DM CEO

In the television news ecosystem, the latest battle that has burst out is that of landing pages on distribution platforms such as DTH and cable TV operators being hijacked by older rivals for promotional feeds. Chrome DM founder and CEO Pankaj Krishna spoke to indiantelevision.com (excerpts):

After Dual LCNs, channels taking over landing pages seems to be the latest trend. Your take?

If you look at historical trends, broadcasters have been actively using landing pages to garner trials and thereby viewership for years together. The idea was that higher the availability, the greater the chances that the channel would attract repeat viewing. Until about a year back, MSOs had been monetising landing pages as a source of additional revenue stream by running promos and commercials. But broadcasters taking over landing pages in totality had actually started as a deal between a major broadcaster and a big MSO, and was quickly replicated by others.

In more recent times however, it is the media coverage of the competition in the English News genre which has actually brought it to the forefront.  

What we have also seen is that there seems to be an effort to achieve Dual LCN through the surrogate route of being present on the landing page, and then again at the channel’s usual point of placement. I would also like to add that, strictly speaking, a channel’s mere presence on the landing page does not automatically denote it being present on Dual LCNs. In other words, all landing pages do not constitute dual LCN.

How does taking over a landing page increase viewership?

According to Chrome OAP, when you switch on your TV, it takes an average time of 43 seconds to arrive at the desired programme or the channel, thus potentially adding to the landing page’s viewership under the present ratings system.

In terms of trends, where is the landing page phenomena going/headed?

According to the Chrome Landing Page Report (LPR), in Week 22 between 27th May and 2nd June, the Teleshopping genre has the highest instances of landing pages at 178 counts, followed by Hindi GEC and English News.

public://111111111111111111111_0.jpg

Source: Chrome LPR, Wk-22 (27th May to 2nd June)

If you compare this data with data from the past few weeks, I am glad that there has been a considerable fall in the number of landing pages across genre s. Furthermore, if we examine data region-wise, compared to metro cities, the landing pages have been most visible in smaller market segments. For example, UP with a 1-10 lakh population segment has witnessed maximum instances of landing pages followed by Maharashtra and Goa. Interestingly, Kerala in its 10-75 lakh market category had the third largest number of headends with instances of landing pages. If we go a step further and make a content-wise assessment, it is teleshopping which emerges as the top genre with instances of landing pages followed by Hindi GEC and English News. Yet the over-all trend seems somewhat inconsistent in view of the fact that the landing pages on channels for kids had shot up almost three times in the 22nd week before taking a drastic plunge in the third week. Moreover,

public://222222222222222222.jpg

Telugu channels have been relatively flat through the three weeks.

public://33333333333333333.jpg

Source: Chrome LPR, Wk-22 (27th May to 2nd June)

But, wouldn’t MSOs be the bigger beneficiaries here?

It is certainly an additional source of revenue generation for the MSOs considering that the landing page is priced on the higher side. For broadcasters on the other hand, they get to increase their viewership as well as the OTS (Opportunity-to-see). Based on a back-of-the-envelope calculation, on DTH platforms, it could run into almost Rs. one crore a day!

How ethical is it to resort to landing pages to increase viewership?

From the broadcaster’s standpoint, the concept of landing page as of now is open-ended. Otherwise, this would amount to a clear distortion of market stemming from exorbitant biddings offered to Multi system operators (MSOs) and the DTH Operators, who control landing pages.

Given the tricky nature of the subject, it’s a matter of subjectivity and only the designated regulators can take a call, one way or another. I would say that taking over landing pages to boost viewership should not be used as it would force others to follow suit thus eventually triggering a bidding war.

As a matter of fact, landing page is a promotional tool which works only when it is utilised for a finite period. If allotted to broadcasters, it would make no sense as it would amount to converting a neutral advertorial space to a full-time channel effectively, unfair for the rest of the competition.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/travel.jpg?itok=R0H1aNTr
Travelxp 4K announces its Denmark launch on Waoo

MUMBAI: Expanding its reach in European countries, Travelxp 4K strengthens its reach in the Scandinavian country, Denmark now. Starting 01 September 2019, Travelxp’s premium shows are available to the audience on Waoo TV on Channel number 134. Among the recent launches of Travelxp include the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/abhishek.jpg?itok=zPr4vWTp
Abhishek Dutta appointed as network head for Cartoon Network and POGO in South Asia

MUMBAI: Abhishek Dutta has been named Senior Director and Network Head -Kids, overseeing Cartoon Network and POGO in South Asia. Based in Mumbai, his responsibilities include programming, channel operations, acquisitions and promotions, as well as the content direction for the two brands.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/colors.jpg?itok=3yolvWub
Viacom18 launches Har Din Diwali campaign with exclusive pricing for COLORS & COLORS Kannada

Spreading the cheer this festive season, Viacom18 announces a-la-carte price for its flagship Hindi GEC COLORS and Kannada GEC COLORS Kannada at Rs 12/month each.  In line with this special festive price, Viacom18 is launching a consumer awareness campaign ‘Har Din Diwali’ encouraging viewers to...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/amazon.jpg?itok=ca4q-ezU
BARC week 40: Amazon, Flipkart’s festive season sales make them the top two brands

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 28 September 2019 and 4 October 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals NCCS...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/barc.jpg?itok=06IbAd09
BARC week 40: No changes in Marathi and South GEC space

MUMBAI: In week 40 of BARC India ratings, no changes were observed in Marathi, Tamil, Telugu, Kannada and Malayalam space. In Bhojpuri space, Bhojpuri Cinema took the leading position and B4U which was leading last week has slipped to second position. In Bhojpuri space, Bhojpuri Cinema, B4U...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/spider.jpg?itok=wEvm7VUj
Explore the Spider-verse with the &pictures Hindi premiere of ‘Spider-Man: Into The Spider-Verse’ on 12th October at 8 pm

MUMBAI: Imagine, one morning you get up to discover that you have special powers like a superhero. Sounds interesting right! Well, similar is the story of a young lad Miles Morales who is stunned on finding out about his spider like abilities. But just when he thinks that he is the only one with...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/Zee.jpg?itok=pKLKs3DQ
Marking its 27th Anniversary, Zee announces attractive Festive Bonanza Offer on its leading entertainment channels

MUMBAI: The television industry has successfully managed to transition to the New Tariff Order (NTO) regime. Zee, as the leading television network of the country has collaborated extensively with industry players to ensure a smooth transition. To mark its 27th Anniversary, Zee has taken yet...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/2.jpg?itok=y-LjTNSW
BARC week 40: Star Plus slips to third position, SET continues to lead in urban market

In the week 40 of BARC India ratings, the leading Hindi GEC Star Plus slipped to third position, last week the channel was seen at second position but the channel continues to hold first position on pay platform. In the urban market, Sony Entertainment Television and Colors were seen at first and...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/star-india.jpg?itok=6GbY0IlJ
Star India announces festive offer for a-la-carte channels

In keeping with the festive spirit, Star India announces ‘Tyohar ka Upahar’, a promotional offer for its 16 a-la-carte channels including its popular channels -- Star Plus, Maa TV, Star Jalsha, Vijay, Asianet and Hungama TV. The festive offer prices will be available with immediate effect.

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories