Television

Broadcasters aiming at quality content on both TV, digital

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/01/Broadcasters.jpg?itok=UCOzlJ7I

MUMBAI: The impending death of the television is something people have been talking about but that future is yet to arrive. However, one can’t ignore the fact that today’s audiences do consume content anywhere and from any platform.

Zee Melt 2018 saw a session on ‘The Next Seismic Shifts in Television’ with panellists Zeel domestic broadcast business CEO Punit Misra, Mediabrands IPG CEO Shashi Sinha and BARC CEO Partho Dasgupta. Provocateur Advisory principal Paritosh Joshi moderated the panel.

When asked about the move to launch Zee5 as being a defensive strategy or a move to be at the front foot in the industry, Misra said, "Advertisers look for ROI. ROI on TV is significantly higher than any other. But it is a business of content and there is huge consumption happening on digital. However, if you do just digital, ROI can go horribly wrong.”

He added that consumers would find ways and means to consume content as long as it is great content. “I see the synergistic benefits of having an OTT platform which will benefit from the content that is being made for the consumers as they want and equally we will create content which is tailor made for the audiences. In fact, I am thinking of how to bring digital to television again,” he said.

Sharing his views on the path proposed by BARC to tackle non-TV screens, Dasgupta said, "It is all about how you measure content. Unfortunately, it needs to be discreet in this digital space. Although there is a convergence at every level, which makes it important to measure what India watches today now more than ever.”

Dasgupta further explained that TV ratings body BARC is moving towards convergence, where telecom operators are moving towards distributions and distributions are moving towards telecoms. “You’ll see convergence at every turn,” he said.

Sinha said that cost per thousand (CPT) as a currency for buying commercial time on TV has its own advantages. "I believe for a variety of reasons that CPT is a way of life. A lot of advertisers in the country use CPT and so too do agencies. CPT has multiple advantages. I presented a tool to a client that makes cross-media comparison much easier. For planning, CPT is there. But don’t mistake that for negotiations that happen. By and large, as markets evolve and as digital gets more share it is a matter of time where the agency and clients move towards gross impressions. It is happening.," he said.

The panellists agreed to one point that it is too soon to say whose future is brighter –TV or digital. But content will be the winner as people will consume content by any means and ways.

Also Read :

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/16/BARC.jpg?itok=E_WBkCzr
BARC week 45: Santoor Beauty Soap claims top spot among brands

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 2 November and 8 November 2019. The data reflects the top 10 advertisers 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/2019/11/16/Viacom-18.jpg?itok=-kXvoirS
Viacom tops earning estimates in Q4; reports revenues of $3.43 billion

Viacom Inc topped earnings estimates in its fourth quarter earnings reporting revenues of $3.43 billion. The company adjusted earnings of 79 cents per share in the quarter. Revenues of the company surpassed Zacks Consensus Estimate by 0.4 per cent and earnings per share beat the Zacks Consensus...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/flix.jpg?itok=eeMkU6nq
&flix to premiere Slender Man on Nov17

MUMBAI: &flix, home for the biggest Hollywood hits, brings a spooky story of a group of college students who face the exasperation of a demon summoned by them. “Flix First Premiere” is back with Slender Man on November 17, 2019, at 1PM and 9PM. Directed by Sylvain White, the movie stars...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/tata.jpg?itok=6uqAZbWe
Tata Aia Life insurance & republic media network partner for “Rakshakaran Hero” initiative

MUMBAI: More than 950 million people do not have Life Insurance. Further for every Rs. 100 of protection/insurance required only Rs. 8 has been invested, thus, leading to a “protection gap” of 92%. With Protection as the main purpose Tata AIA Life Insurance has launched Rakshakaran Hero initiative...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/b4u.jpg?itok=6mtPxkzl
B4U Bhojpuri’s “Aashirwad Chhathi Maiya Ke” WTP receives a grand opening

MUMBAI: B4U Bhojpuri’s “Aashirwad Chhathi Maiya Ke”World Television Premiere receives an overwhelming response. Based on Chhathi Mata, the movie was conceptualized and produced by B4U’s team &had the World Television Premiere on 2nd November, 2019. This was on the occasion of Chhath, a popular...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/cnbc18.jpg?itok=1_HMd6h3
CNBC-TV18 celebrates 20th anniversary

MUMBAI: CNBC-TV18 is set to mark a milestone by completing 20 years as an overarching business news specialist in the country. In the past two decades, the brand has been at the forefront consistently by delivering incisive, and accurate information of the business and financial sector. Since its...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/all.jpg?itok=xW0FDV_o
Peppa Pig's first-ever performance 'Peppa Pig Musical' rolled-out in Mumbai on Children's Day

They have been winning millions of hearts across the globe with their ‘Oink Oink’ and cuteness quotient. And now the loveable, cheeky little piggy, Peppa Pig, one of the most charming animated characters, is all set to take over India with their first ever musical on the occasion of Children’s Day.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/Balaji-Telefilms.jpg?itok=uslHFPeq
Production rakes in numbers for Balaji Telefilms; Alt Balaji numbers up

One of the most successful television content production houses in India, the Shobha Kapoor and Ektaa Kapoor-led Balaji Telefilms Ltd (Balaji) reported more than double standalone profit after tax or PAT (up 117.6 percent) y-o-y for the quarter ended 30 September 2019 (Q2 2019, quarter or period...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/barc.jpg?itok=_U4jurfV
BARC week 45: No changes in South GEC space

In week 45 of BARC India ratings, no changes were observed in Malayalam, Kannada, Telugu and Tamil. In Bangla, Bhojpuri, Gujarati and Marathi genres. But the pecking order of the top five channel has seen slight changes.

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories