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English entertainment genre will become more niche: Media observers

English entertainment genre will become more niche: Media observers

Author | Khushboo Tanna | Thursday, Sep 09,2010 7:49 AM

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English entertainment genre will become more niche: Media observers

The English entertainment genre has been witnessing quite some activities. This genre has grown in size over the past few months and it has come a long way from the days of showing re-runs of decade old shows to having simultaneous telecast of international reality shows.

In the past month or so, there have been announcements of new players in the space and the promise of delivering fresher content from the older players. The Reliance Broadcast Network-CBS Studios JV – BIG CBS – will be rolling out three English entertainment channels for specific target audiences. Big CBS Prime is an English general entertainment channel, while Big CBS Spark is a youth channel and BIG CBS Love is a channel focused on women.

So, how will this genre shape up in the next few months? Considering that this genre is very niche, is there scope for such micro targeting? How big a threat do the new channels pose to the older and more established players? exchange4media finds out from media observers.

Rakesh Singh, Associate Vice-President, ZenithOptimedia, noted, “As far as English entertainment is concerned, viewers come in by appointment viewing and hence, they won’t deliver a lot of numbers. However, planners pick channels from this genre based on the brand fit for the client rather than the numbers they are delivering.”

He further said that with the arrival of new channels in this genre, the older players might lose out on approximately 15-20 per cent of their viewership.

Dinesh Vyas, Head, Team Reliance, MEC, remarked, “The more this market matures, the more we will see targeted channels cropping up in this space. Networks that offer various channels that target different sets of audience, gives an advantage to the buyers as they can get all the channels from one network at a cost efficient deal.”

He added that the English entertainment channels were already fighting for viewership in the top10-15 metros and this would only aggravate with the addition of new channels.

Singh added here that the niche channels might provide a platform for certain type of advertisers to make their debut on television, for example, luxury brands that catered to women would find a perfect brand fit on a channel that catered to women in metros.

Media observers are confident that this space will grow in the future and that there is a place for more niche and targeted channels as people are getting particular about what they are watching, which eventually leads to the rise of dual TV homes.

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