Marketers admit that television still retains its significant hold and is one of the most preferred platforms for them to promote their products and services. However, the news broadcasting industry is expected to witness new trends in the wake of growing technological innovations, renewed policy measures and experimentation with content formats. We spoke to some of the leading news broadcasters about the trends to expect this year.
Here is what they had to say:
M K Anand, CEO & MD, Times Network
Consolidation of cable MSO’s as DAS 3 & 4 rolls out, beginning of real TV, return path through the channel apps and video on demand will accelerate. Moreover, better subscription revenue realization overall and better financial performance for Broadcast sector will come in place.
Ashish Bagga, Group CEO, India Today Group
Rural viewership and use of broadcast media by premium brands especially in News, Movies and GEC space will gain ground. Moreover, the implementation of DAS -3 should see improvement in addressability across the country. Convergence will be a big trend where most brands will see Digital, Mobile and new technologies come together with broadcast. The trend will in all probability be far more pronounced for categories like news, which lend well to interactivity. Experimentation with content formats across genre, and larger investment towards brand building in the media space are two other driving forces that one could see in 2016.
Ritu Dhawan, CEO & MD India TV
We should expect to see these 5 Rs during this year:
R is for Rural: With BARC having rolled out rural measurement late last year, the sheer scale of the opportunity and its potential to make a disruptive impact on the television landscape has become evident. The dramatic rise in the fortunes of channels like Zee Anmol, Colors Rishtey and Star Utsav provides ample testimony about the clout of the rural audience. In a few months, BARC will publish results of the first broadcast India study which should further consolidate the case for rural. Expect a lot of activity, from media, advertisers and agencies to focus on newly revealed/quantified opportunities.
R is for Regional: This is certainly not a new trend but the deeper and wider reach of measurement is starting to reveal more texture, even in geographies formerly assumed to be homogenous. Look at how the monster-sized ‘HSM’ is getting progressively carved up by dialect and location. How about a Kodagu channel, for example? Or a Bengali channel targeting Tripura.
R is for Real-time: If 4G LTE really grows as promised and delivers much vaunted, blindingly fast mobile data speeds, the viewer is all set to be liberated from the tyranny of the living room television. No longer need a viewer wait for news and entertainment until she gets back home. Her smartphone + a good mobile data connection (read 4G) is her personal media centre.
R is for Return-path: Content was a one-way business. The media owner delivered content to the reader/listener/viewer. The latter liked it or lumped it but couldn’t say much in return to the media owner. Not anymore. The world of instant gratification is also the world of instant approbation or dismissal. Not a bad thing if properly understood and harnessed by media.
R is for Realignment: After a few years of hectic deal-making in the early years of this second decade, we have seen the last couple years dedicated to integration and consolidation. However, recent policy resets open the door for fuelling a fresh round of M&A activity in the next 12-18 months.”
With digitisation going down to rural areas, broadcasters are expecting subscription revenue to come into effect this year. The subscription model will help all the broadcasters, be it national or regional, to pump in more money in the production of good quality content.
Avinash Pandey, COO, ABP News
Good content will reach their due audiences and this year will witness lot of news formatted shows. Non serious news players will wind up this year and serious player will survive. This year will also see rationalisation of the advertising rates and right value to the news channels, which is long due. There will be a dedicated viewer base which will fully reflect what the channels are supposed to be. This will lead to higher reach and more time spent apart from rise in advertising rates.
Vikram Chandra, Group CEO, NDTV
We will have a better year in 2016, hopefully the ad market will grow and some regulatory issues will get sorted out. I think more technology will be used to get a better sense of what people are actually watching now.