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Youth in India spends lesser time in front of the TV: Anup Chandrasekharan

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Youth in India spends lesser time in front of the TV: Anup Chandrasekharan

Kannada TV space is facing budget constraints as most of the advertisers rate Karnataka as P2 or P3 state. Consequently, the ad spends in Karnataka are lower than markets such as Tamil Nadu or Andhra Pradesh, which poses a serious concern for television content creators.

In conversation with exchange4media, Anup Chandrasekharan, Business Head, Suvarna shares his perspectives on Suvarna’s progress in Karnataka despite an unfriendly advertising climate...

What would you say are the key differentiators for Suvarna?
We have been offering differentiated content catering to the entire family. We do a lot of consumer interaction sessions, based on which we develop stories. The production values of our shows are of national quality. I would say quality content backed by adequate marketing push is our key differentiator.

Kannada general entertainment space has always observed higher TRPs as compared to music/youth entertainment channels. What do you think is the reason for this?
The youth in India have access to other forms of entertainment such as internet / mobile apps / multiplex and malls. They spend lesser time in front of the television when compared to a homemaker. That is one of the key reasons why the rating for a GEC (which caters mainly to women/homemakers) is higher than youth entertainment channels.

Do you believe digital has huge potential when it comes to marketing shows? What are the initiatives that been taken up on that front?
Yes, digital has a huge potential. We have increased our spends on digital marketing and are focussing to built an online community across various social networking sites. Our content is available on the net for viewers to consume if they have missed it on television. We are also working on launching voice-based interaction with our stars, which would help build the brand further.

What are the new initiatives that you have planned for the current year?
We have just launched three fiction shows which have not been attempted before in Kannada television space. We are also working on a weekend non-fiction show called ‘Puttani Punter’, which is a kids’ talent hunt. We have some of the biggest Kannada blockbuster movies which will be premiered on Suvarna shortly. Overall, we have a comprehensive plan to stay ahead of the competition. 

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