Speaking at the Ad Club’s 5th Annual Media Review, Lynn de Souza, Chairperson & CEO, Lintas Media Group, addressed the audience on the downfall of TV deliveries in 2007 and the continuous growth of radio as a medium.
Giving an insightful picture of television, de Souza showcased through a slide show that clearly pointed out the downfall and fragmentation in the medium. She said, “Although the eyeballs have increased by 16 per cent over the past few years, giving 17 million new eyeballs to the advertisers as his/her TG, and the number of channels have risen to 447, whereas viewership has gone down from 61 per cent in 2004 to a mere 41 per cent now.”
Giving an analogy on the same, she related a tiger’s pugmarks to the TRPs, which, according to her, were going down owing to the fragmentation that had taken place over the past three years. She said, “In 2004, 11 channels enjoyed 61 per cent of the viewership, and today, only eight channels enjoy 2 per cent share. Not only that, viewership, too, has gone down to 41 per cent.”
Terming DLF IPL Cricket league as the ‘Tiger of the Year’, de Souza stressed on the impact created by the property by saying, “The inaugural DLF IPL series has managed to get all four pugmarks that the tiger imprints – viz., entertainment, time, global appeal and universality – as a result, it attained the highest ever TRPs.”
Raising an alarm bell on the medium, de Souza concluded by saying that if television did not focus on the short format like the IPL, it would soon lose out on not only TRPs but also the media share to radio, which in the last one year had profited immensely on both fronts.
Ad Club’s Media Review 2008 - Unstoppable or unsustainable, learn it from the experts