Though the year 2013 has been a mixed affair for the media and marketing fraternity, the print industry has seen growth in terms of circulation. Consolidation has also been a significant development in 2013.
With the ongoing disputes in the broadcast industry, including the 10+2 ad cap issue, and disputes over TAM ratings and distribution, print industry seems to be having an upper hand.
In conversation with exchange4media, I Venkat, Director, Eenadu shares his views on the print industry and the significant developments in 2013, as well as what awaits the print industry in 2014.
How has 2013 been for the print media in India?
A number of large print media organisations reached out to newer geographies in 2013. When you extend to new areas and new markets, you also gain new readers, which further strengthen the publication. The entire industry has grown in terms of circulation, whereas regional papers alone have grown by 8-10 per cent.
Simultaneously, editorially, this has led to innovation in the overall content mix, keeping in mind the varied tastes and readership profiles. Moreover, the digital revolution has forced the newspapers to adopt the medium and understand it better.
What about the southern market in terms of growth and innovation?
By and large there has been uniformity in growth across India. The only big entrants into the southern market were Vijayavani and Vijay Karnataka, and that too happened almost two years back. Vijayavani is one newspaper from the South which is not only growing and consolidating, but also giving a tough time to the more established players.
Keeping in mind the recent disputes that the broadcast industry is witnessing, do you think it will help the print industry as we step into 2014?
It depends on how the print industry decides to leverage this ongoing broadcast dispute. If you take the markets where the reach of TV is not as strong as print, those markets will be advantageous for the print medium since there will be less competition.
With its diverse portfolio, which are the most bankable sectors for the Eenadu Group in terms of business forecast for the year 2014?
Print is definitely in the lead, followed by television. All our TV channels have done extremely well as a brand. Since film distribution is limited only to Andhra Pradesh, it can’t be compared with our other ventures.
What will be the focus area for Eenadu in 2014?
First would be to consolidate our presence, and second on the priority is content re-alignment, followed by digitisation.