According to a KPMG report, the infotainment genre occupies 1.08 per cent of the viewership pie. The Lifestyle and Infotainment genre, like the English GEC genre, commands an advertisement share disproportionate to its viewership share. Increasing competition in the genre indicates that more broadcasters are eyeing the Rs 3.452 billion infotainment market.
According to Keertan Adyanthaya, Managing Director, NGC Network India and Fox International Channels, post digitisation, National Geographic Channel observed a growth of 20 per cent, while Fox Traveller observed a growth of more than 20 per cent. Indian content accounts for 35 per cent of the programming on Fox Traveller and 20 per cent of programming on NGC.
In conversation with exchange4media, Adyanthaya discusses Fox Traveller’s strong focus on local productions, the launch of their HD channel on Hathway and the key highlights of the changes observed in the infotainment genre post digitisation.
What is Fox Traveller’s strategy in terms of providing differentiated programming and local home grown content?
As far as local productions are concerned, it accounts for around 100 hours of local programming content in India. We have a lot of home-grown content. This year, the channel has created unique and engaging local productions such as ‘Life Mein Ek Baar’ Season 2 and ‘Style and The City’, which were launched in March and May, respectively.
Apart from introduction of new shows, Fox Traveller partnered with the movie ‘Yeh Jawaani Hai Deewani’. As part of this association, the Fox Traveller crew travelled with the movie team to destinations such as Manali, Mumbai, Udaipur and Paris to capture the exhilarating filming moments of the movie.
We already have our channels on DTH platforms such as Dish TV, etc. The entire bouquet of Fox International channels would now also be available in High Definition on Hathway, which will be the first MSO to bring National Geographic Channel, Fox Traveller, Nat Geo Wild, Nat Geo Adventure, Nat Geo Music and Baby TV in HD. The channels will be initially available in Bangalore and Hyderabad. Bringing together the expertise of both the brands - FIC and Hathway - this partnership will ensure that our viewers have access to a variety of innovative and entertaining programming, ranging from shows for preschoolers to award winning wildlife documentaries, music and infotainment.
Post digitisation, what are some of the changes that have been observed in the infotainment genre?
The infotainment genre has always attracted a lot of audiences. Post digitisation, National Geographic Channel observed a growth of 20 per cent, while Fox Traveller observed a growth of more than 20 per cent.
In light of the recent ad cap regulation, what, according to you, would be the appropriate ad cap for this genre of channels?
Both viewership and advertising are inter-related. Hence, it is better if these matters are left to the channels. But having said that, regulations are necessary and they should be abided by once they are in effect.
With a lot of channels in the broadcast space opting for a subscription-based model, will we see ad free channels from Fox International as well?
We do not have a pure subscription-based model and there are no plans as of now to go solo. But with the changes that digitisation is bringing forth, there is nothing that we would like to rule out at the moment.
What are some of the targets marked ahead for 2013?
We have a number of channels under our network bouquet which are doing quite well in terms of viewership as well as advertising revenues. We already have a lot of local content and would like to introduce more of the same through the year. We are also looking forward to collaborate more with our partners and be present on different platforms.