Television viewing in India is set to further change with DTH players set to introduce personal video recorders (PVR) in the country. DishTV has already launched its PVRs, while Tata Sky will be launching its PVRs later this year. PVRs allow viewers to take more control over their viewing experience and give opportunities to mediums like the Internet, which is quickly becoming a strong competitor for consumers’ time.
In light of these developments, exchange4media speaks to the media fraternity on the challenges that lie ahead for both media and creative agencies in ideating the 30-second ad spot, especially when media owners are now offering much more diverse platforms for the viewers.
Shubha George, Managing Director, Mediaedge:cia India, feels one needs to think about different ways in which the programme is going to be consumed. She said, “Where earlier if it was a cricket match or a Filmfare Awards show, TV was the only medium of consuming it, but now with the advancement in technology, the consumer can consume the same content via the Internet or through PVRs. So, what agencies need to look at is how the communication was going to be when it came in a different environment, that is, away from the regular clutter on television.”
She further said, “I disagree to the fact that the advent of PVRs will endanger the existence of the 30-sec ad spot. Instead, it will take a new avatar and will give both creative and media agencies an opportunity that is going to be very exciting too.”
VS Mani, Senior Vice President & General Manager, Lintas Media Group, said, “With the emergence of the PVRs via DTH players, the future of the 30-second TVC is certainly under pressure. It will mean going beyond the 30-second TVC and engaging with the consumer. This challenge extends to new age media too, wherein you can block the ads. One will have to constantly find innovative ways to reach the consumer.”
According to Santosh Padhi, National Head & Creative Director, Leo Burnett, “Television advertising works better when it is relevant to the viewer. Advertising can be made relevant by forging a relationship between the spot and the programme that surrounds it, either a direct relationship (such as a car ad in Formula 1 coverage), or an indirect one (such as a soft drink ad with a cricket theme during a cricket match). Ads can also be tailored according to the channel in which they appear, particularly if the channel serves a special interest.”
“The challenge is to contextualise the message as per the programme and make it more engaging and interesting so that the ad captures the viewers’ attention, who at that point would be watching only the recording and not any other programme. Thus, the media and the creative agencies will have to come together to reflect the particular interests of the consumer so that the brand gets the message across to the consumer,” Padhi added.
Ajay Chandwani, Executive Director & Member of Board, PerceptH, noted, “Earlier, the 30-second ad spot was considered to be the backbone of all communication mediums, but now with the emergence of new age media, this ad spot is losing its share in the ad world on an year on year basis. Now, with the introduction of PVRs it is surely going to go face an acid test. However, in all this, it would be wrong to say that the 30-second ad spot will die, in fact, it will give yet another opportunity to both media and creative agencies to up their ante on the quality of the TVCs, which in the near future will be viewed by a niche audience on a PVR.”
With DishTV already introducing its PVRs, and Tata Sky and Big TV set to launch them soon, the television landscape is set to change. The challenge for the agencies now is to effectively market the 30-second spot. One can argue that the effectiveness of the 30-second spot in isolation has diminished, but it still plays an important role as part of the overall communication plan in the television media.
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