Television

Guest Column: Content is king, but is distribution still God?

Striking the right balance between content and distribution can be a challenge for broadcasters

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/23/pankaj_0.jpg?itok=PPZuW5SP

A linear channel goes through multiple layers of distribution intermediaries on ground. 

The resulting viewership entirely depends on the on-air and off-air status of the channel. The on-air includes the content, break pattern and on-air presentation, whereas the off-air hinges on the marketing and distribution ground connectivity of the channel. With the former being constant much of the linear channel’s performance depends on the latter.

The recent dip in the performance of the Asia Cup 2018 on Star Sports, great content coupled with the non-availability of Star channels across a major chunk of C&S homes (~52.6 million) in India, is a case in point.  The Asia Cup 2108 was a great king (content) but governed by a poor God (distribution). 

• 10 per cent drop vis a vis 2016 and an overall drop in audience of 54 million on Star Sports1 
• 5 per cent drop vis a vis 2016 and an overall drop in audience of 24 million on Star Sports 2 

The Asia Cup 2018 saw an overall drop of ~45 per cent in viewership compared to Asia Cup 2016, despite seeing a TV universe growth from 168 million to 195million according to Chrome DM’s recently concluded SES survey (Sep 2018). 

To simply compare the last two tournaments (2016 vis-à-vis 2018) for on-air, there will be ticks for all the factors (table below), indicating that the Asia Cup 2018 was no less a king than it was in 2016 from a content perspective.

Striking the right balance between content curation and distribution can be a real challenge for broadcasters. Though decisions can be made basis the verdict of the selected barometered homes, however, in-depth studies of ground realities are much required to facilitate strategic decision making.

Good content, whether in the form of print or TV will always inspire viewers to engage. The audience will always pause to consume, understand and perhaps even comment, like or share provided it reaches the right audience at the right time.

The author is CEO, Chrome DM. The opinions expressed hereare his own and Indiantelevision.com may not subscribe to them.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/news18.jpg?itok=MZ8zdn-D
Sudipto Nandy to head product- General News of News18.com

News18, one of India's leading television broadcast networks, has seen a meteoric rise across languages in users and revenue over the last 12 months. To further drive efficiencies across News18 digital properties and to help foster a leadership position across all languages, Sudopto Nandy has now...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/newsnation.jpg?itok=DzPYBEuy
Kiski Dilli with News Nation

MUMBAI: 2020 has just begun and the political temperature has already soared over the fever-pitched battle of the Delhi Assembly Elections. All eyes are on who will rule the heart of India. Delhi will vote for the 70-seat State Assembly on February 8. The winner in this war will be known only on...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/section375.jpg?itok=KdaBDGgF
Sony MAX to premiere ‘Section 375’ on 25 January

MUMBAI: One of 2019’s biggest and most critically acclaimed films, ‘Section 375’ gets ready for its World Television Premiere on India’s leading Hindi Movie channel Sony MAX. Starring Richa Chhadha and Akhshaye Khanna, the courtroom drama will be showcased on 25 January 2020 at 8PM.

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/sonybbcearth.jpg?itok=XxJeQGU8
Sony BBC Earth premieres 'Seven Worlds, One Planet' on 20 Jan

MUMBAI: India’s premium infotainment channel Sony BBC Earth is all set to premiere the much-anticipated series on biodiversity across the seven distinct continents – Seven Worlds, One Planet – on 20 January at 9PM. Narrated by the Godfather of Natural History - Sir David Attenborough - and set to a...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/nick.jpg?itok=dExLtPMU
Nick & Sonic adds four new local language feeds

MUMBAI:  Nickelodeon the category leader that has remained the undisputed No. 1 over 6 years has added yet another feather in its cap. Nick and Sonic, are now present in 8 languages- Hindi, Gujarati, Bengali, Marathi, Malayalam, Tamil, Telugu and Kannada. This step fortifies Nickelodeon’s category...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/kodeshwari.jpg?itok=rMlSo3kS
COLORS Tamil’s KODEESWARI, creates history worldwide with its first 1 Crore winner

MUMBAI: Championing the indomitable spirit of women in India, 31 year old Kousalya Kharthika from Madurai, wins the jackpot prize money of Rs. 1 crore on COLORS Tamil’s Kodeeswari. History will be created as Kousalya, the first ever differently abled woman in the world will take home the coveted...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/women.jpg?itok=RcKKWayU
Can cricket be now called both gentleman and gentlewoman's game

MUMBAI: Cricket is termed as a religion in India and it’s said that the game unites Indians better than any religion can ever do. However, the game despite being dominated largely by the men, has lately seen growth and steady performance of the women’s cricket team that has turned the eyeballs of...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/cnbc.jpg?itok=rxV1VD53
CNBCTV18.com launches new series ‘Front Runners’

MUMBAI: CNBCTV18.com, India’s leading business website under Network18 Digital, introduces ‘Front Runners’, a new series that features some of India's top CXOs who reveal how they marshal their athletic self-discipline into assessing and resolving a raft of issues in the workplace. In addition to...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/abp.jpg?itok=06rmlEco
ABP News unveils new season of 'Pradhanmantri'

MUMBAI: India’s leading Hindi news channel, ABP News, has unveiled the second season of its highly-acclaimed show, Pradhanmantri. A show that promises to delve into the stories and intricacies of contemporary India is slated to premiere on 25 January, 2020.

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories