Star India organised an exchange of expert thoughts and opinions on ‘Regional Television in India’ in the Capital on February 10, 2010. The discussion, themed ‘Shifting markets, shifting numbers - The role of regional media in the new marketing plan’ had among its panel members: Tarun Deep Kumar (Starcom Worldwide), Somil Sharma (Spencer’s Retail Ltd) and Rajiv Gopinath (Madison Media).
Jagdish Kumar, President, South India, Star Network, and Ravish Kumar, GM, Star Pravah, made a brief presentation on the venture of Star Network into regional markets.
Commenting on the entry of Star India in regional markets two years back, Jagdish Kumar said, “Earlier, we did not realise the potential of the regional market. But now, we have entered a few regional markets and our footprints are growing from Hindi to regional.”
Ravish Kumar added, “We are excited to see the appetite for regional content in the market. Growth is coming from the regional market and the future is there.”
Starcom Worldwide’s Tarun Deep Kumar believed that in the past few years, the phenomenon had changed. “Now, it’s not the channels but their content that is ruling. Content is also getting more into regional issues like child marriage, female foeticide, and so on. No doubt, the regional market will grow more in future,” he noted.
According to Somil Sharma of Spencer’s Retail Ltd, “In order to communicate with the consumer, we need to speak in his language. Consumers talk to each other in their regional language, but we don’t. Now, big brands have understood this and they have started conveying messages in the consumer’s language.”
Putting forward a media planner’s point of view, Madison Media’s Rajiv Gopinath said that Tier III audience provided a huge opportunity for the local media and dialect channels. “Mindset of rural and urban viewers is becoming similar, even if spending power varies. So, opportunities are growing more in regional markets,” he concluded.