BARC order on landing page is hostile: MK Anand

As part of e4m Conclave, Anand, MD & CEO, Times Network, said they are contemplating legal action on BARC's decision to mitigate landing page influence on TV viewership

e4m by exchange4media Staff
Published: Sep 15, 2020 9:16 AM  | 7 min read
Mk Anand

On the virtual e4m Conclave series yesterday, MK Anand, MD & CEO, Times Network, shared insights on ‘Decoding television viewing in the multi-screen environment’. The session saw Anand having an intriguing conversation with Nawal Ahuja, Co-Founder, exchange4media Group, on the broadcast industry. Anand spoke about the recovery of business at Times Network amid COVID pandemic, how the subscription model has helped the network build revenue, NTO, landing pages, and the way forward for the broadcast industry.

Recovery of business amid COVID pandemic

Starting the virtual discussion, Anand shared, “We have fortunately been within a single-digit variation vis-a-vis last year in the first half. We are going to be closing September in the next 15 days and it is looking like we will be no more than 9% lower than last year, and this is including election revenues from last year. From an industry point of view, for television and advertising, September probably is the first month when there are some signs of things being not as broken as they were even until August. I’m also talking from the group’s point of view; (for) our radio, print, movie and digital business, overall recovery has begun in September. If current conditions are going to hold, then in Q3, we might be getting to a place where we are not broken anymore.”

He added, “We have been lucky because we have a large news portfolio with us and news has been quite active in terms of advertising as well. A lot of banks have wanted to participate in branded content and content integrated activities and we have pursued a lot of those initiatives. In the last three-four years, we have also pivoted quite sharply and successfully in subscription and content as a direct revenue source than as a secondary revenue source through ad sales. For us, NTO was a watershed moment, where the consumers got the power for their money spent and we picked up quite popularly. We were able to build a decent subscription business. Subscription is an important part of our revenue, and this year, it has held us at a time when ad sales have been gently collapsing. We have been nursing our English entertainment channels where our ad sales have not been up to the mark.”

Implementation of NTO

“The base thing that NTO 1 did last year was that it disturbed a very long inertia system. An unsaid norm of Rs 250 for TV was there for the last 20 years. This change for the first time had a break in the equilibrium, and that break benefited the customer, and therefore, NTO is in a way good. We have done a lot of branding for Times Now, Movies Now, ET Now and Times Network. So when we presented the MAN pack last year, it made an impression. And the Rs 10 pack we put out was a bank for money for the kind of channels we were providing. We are one of the highest paid news bouquets. As long as news is going to be ad-led, you will have time spent dictate, like it has been doing,” said Anand.

He suggested that major broadcasters should understand the potential and start charging for the news channel they are putting out there as they have millions of users. “Consumers will pay for the news channels. I would like to be facing a day when we would be able to have a news channel which has no ads, and at least one channel amongst mine where we can say that this channel is paid for by the viewers. Where the journalist who is getting paid for is only responsible to the viewer and not to advertisers," he commented.

Regulation on news channels

“As long as you are within the fact and the limits of truth, your presentation style can not be held against you. Anybody who is doing anything in a free capitalist consumer-oriented product market situation like the news is doing so because its what the consumer wants. However, how you say that and the tone of the presenter’s voice, is entirely left to the consumer and the presenter and we shouldn’t be a judge of that,” opined Anand.

Transition from TAM to BARC

“TAM was covering about 40% of India’s geography and extrapolating it on the rest of India. They had around 10,000 boxes, and now we are operating with around 40,000-plus boxes with BARC. Today, the bulk of the boxes are in rural, which means representation is more and cable operators in all those points become important from a measurement standpoint. Therefore, we need to be in those areas. We adapted to it way back in 2014-2015. When I joined, we had around 300 deals out there with MSOs and DTH operators, and in one and a half years, it went up to 3,000. That is an expansion of our network into every little place that otherwise would not have been there. The expansion of BARC led to an increase in television viewership. The reach of TV went up and a lot of players like us have continuously increased their distribution to be seen where the new boxes are going. That has also paid for in advertising because there has been an almost 11% growth in CAGR in TV advertising revenue,” he elaborated.

Next big thing for TV industry

“The big growth is going to come from certain paradigm shifts that have happened in production technology, collaboration technology, and work process due to COVID which has pushed the wall. It is going to fundamentally improve the economics of the industry. The money that is going to get saved is going to be invested in better content and more content. Digital technology is also going to help distribute more number of channels and increase and improve our portfolios,” opined Anand.

Landing Pages

“I was very surprised that they have unilaterally come up with this diktat that they will remove landing page influence. My fundamental argument is that the reach that is coming out of landing pages is not spurious reach. Unlike the reach that is coming out of panel tampering, it is not real reach because it is only tampering that particular box that is getting measured and blindsights the advertiser. As far as the advertiser is concerned, if you’re putting your ad on the landing page you are getting your reach. If BARC is measuring what India watches for creating a metric for the Indian advertiser to buy, then it shouldn’t be saying anything about the landing page. Secondly, the leftist arguments have been about businesses that cannot afford to advertise. So there have been certain moves from MIB, TRAI, and it was challenged in court. We actually had a case with TRAI. Now, TRAI has challenged us in Supreme Court and the matter is subjudice. In the meanwhile, they shouldn’t be saying that they have created an algorithm that will take out the spurious landing pages. We are now planning a legal recourse for this order,” he said.

Broadcast industry going forward

Anand concluded saying, “In the next 10 years, the broadcast would have fused with digital OTT. Television is already digital. The only difference is that right now it is linear, and in the future, it will be non-linear; two-way communication. The moment two-way communication will start happening with better bandwidth and once 5G happens, I think we will have talking television channels. When I look at Times Now in the future, I will have the option of 5-6 breaking news at any point in time. I will also have different state news playing out. If I want connected views on the same content, you will have what you see on Netflix recommendations right now.”

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ABP’s Shobhna Yadav joins Zee News

Yadav used to host the evening prime time show on ABP News

By Ruhail Amin | Mar 27, 2023 10:06 PM   |   1 min read

Shobna

ABP’s senior news anchor Shobhana Yadav has quit and joined Zee News as senior news anchor. 

Yadav used to host the evening prime time show on ABP News. Rajnish Ahuja, Editor, Zee News confirmed this news to e4m.

Along with news anchoring, Shobhana Yadav is known for being a succesful film producer. Recently, the film 'Dasvin' produced by her was well received by the audience. Renowned Hindi cinema actor Abhishek Bachchan has played an important role in this fim.

Yadav started her career with India TV in 2003. She has also produced a bollywood film ‘Dear Maya’ in  2017 in which Manisha Koirala played the lead role.

The popular bollywood film ‘Batla House’ is based on the real life story of Shobhna Yadav and her husband Sanjeev Kumar Yadav who is a nine time gallantry award recipient.

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NDTV Board appoints UK Sinha and Dipali Goenka as Independent Directors

Sinha has served as the Chairman of Securities and Exchange Board of India (SEBI)

By exchange4media Staff | Mar 27, 2023 9:20 PM   |   1 min read

NDTV

U.K. Sinha and Dipali Goenka have been appointed Independent Directors of NDTV for a period of two years effective March 27, 2023, based on the recommendations of the Nomination and Remuneration Committee, and subject to the approval of shareholders and Ministry of Information and Broadcasting. U.K. Sinha has also been designated as Non-Executive Chairperson of NDTV. 

Sinha has served as the Chairman of Securities and Exchange Board of India (SEBI) between 2011 and 2017. Under his stewardship, SEBI is credited with having brought in significant regulatory amendments in areas such as Takeover Code, Foreign Portfolio Investors and Alternate Investment Funds.

Goenka is the Chief Executive Officer and Managing Director of Welspun India Limited. 

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ZEE Media Corporation to launch 3 channels in this election year

As per reports, the three channels were Zee News HD, and two others in Kannada and Telugu

By exchange4media Staff | Mar 27, 2023 4:08 PM   |   1 min read

Zee news

ZEE Media Corporation will be launching three channels, keeping in mind the elections scheduled in three states this year and the general elections set for next year.

As per media reports, the three channels were Zee News HD, and two others in Kannada and Telugu.

ZEE News has recently unveiled a new look, with a vibrant colour pallet and clear visuals.

According to the channel, the new design has been curated from the findings of a market research that provided insights into audience preference.

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MIB names MSOs who have not complied with TRAI’s interconnection regulation

The ministry has advised broadcasters to enter into fresh agreements with only those MSOs who have complied with the TRAI norms

By exchange4media Staff | Mar 24, 2023 9:59 AM   |   1 min read

MIB

The Ministry of Information and Broadcasting (MIB) has released a list of multi-system operators (MSOs) as per the status of their compliance to TRAI's interconnection regulation.

The ministry has advised broadcasters to enter into fresh interconnection or renewal agreements with only those MSOs who have complied with the above.

The interconnection regulation requires TV channel distributors to audit its subscriber management system, conditional access system and other related systems by an auditor in order to verify their monthly subscription reports.

As per a statement issued by MIB, "Many MSOs have failed to get registered on Digial India MIB portal". The MSOs have also not submitted the other required details, it says.

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Removal of Star from some cable operator base packages to have no impact: Elara Capital

DEN Networks, Hathway Cable & Datacom and GTPL Hathway have informed their customers that they will remove Star Sports and the network's other channels from April 1

By exchange4media Staff | Mar 23, 2023 9:51 AM   |   1 min read

TV

Ahead of IPL 2023, Multi-System Operators DEN Networks, Hathway Cable & Datacom and GTPL Hathway have reportedly informed their subscribers that they will be removing Star channels, including Star Sports from their basic packages from April 1.

It has to be noted that Star owns the TV rights to IPL and Reliance Industries’ Viacom18 has the digital rights. RIL also happens to own DEN and Hathway and has a 28% stake in GTPL Hathway.

The development is of significance since Viacom18 will stream the upcoming season of IPL on JioCinema for free.

According to Elara Capital's Karan Taurani, the removal of Star channels from the base package ahead of the IPL season may have a neutral impact in the worst case scenario. The move can also benefit Star if subscribers who want the television experience opts for a la carte or individual channels to watch IPL.

He also noted that post NTO implementation, only 8% of the customers moved to a la carte as India consumers are value centric. "92% of the consumers will still consume bouquet-based offering."

The move to remove Star channels from the basic packages may not have any big negative impact, says Taurani. "This is one genre which has stood out vs others which have reported a decline (especially Hindi GEC and movies) in the post covid era."

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Prativa Mohapatra joins enba jury panel

Mohapatra is the Vice President & Managing Director of Adobe India

By exchange4media Staff | Mar 22, 2023 8:40 AM   |   1 min read

Prativa Mohapatra

Prativa Mohapatra, Vice President & Managing Director at Adobe India, has joined the exchange4media News Broadcasting Awards (enba) jury panel. Mohapatra’s career spans over 25 years in the technology industry. She currently leads Adobe’s India business across Adobe Experience Cloud, Adobe Creative Cloud and Adobe Document Cloud, reporting to Simon Tate, Adobe’s president for Asia Pacific (APAC).

Before Adobe, Mohapatra was with tech firm IBM, where she served as Vice President of Digital Sales for APAC. Prior to that, she led sales for IBM India and South Asia where she was responsible for driving revenue for the company’s portfolio of solutions and services. She started her career at the professional services firm PwC India and has a wide range of experience, including leading business transformations, scaling teams to meet hyper growth and evangelising Artificial Intelligence technology with customers.

enba was formulated by the exchange4media group in 2008 with the objective of recognizing the best in television news. The awards honour industry leaders who are responsible for shaping the future of television broadcasting in India. This year, enba is in its 15th edition. The grand jury will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.

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WION to launch on UK’s DTT platform Freeview

The channel will be available from March 22, 2023

By exchange4media Staff | Mar 21, 2023 3:56 PM   |   2 min read

wion

WION, World Is One will launch on the UK’s leading platform – Freeview via IP and using the most innovative FAST SSAI on 22nd March 2023. The channel expanded its global footprint and increased its reach by 15 mn Freeview Connect households in the UK. Viewers in the UK can tune in to the channel on Channel #287 via Freeview, starting March 22, 2023.

Emphasising the global partnership and outreach, Madhu Soman, Chief Business Officer of WION, said, “WION has always been open to exploring new platforms. Taking into consideration the fact that Freeview replaced the old analogue TV service accessibility to a widespread audience in the UK, it is a great opportunity for the channel to present global stories from an Indian perspective. This global move also encourages us to further boost timely and fast-paced news reportage with gripping visuals and strong content, backed by research and investigation.”

Anindya Khare, Marketing Head of Zee Media Corporation Limited, further added, “The United Kingdom television viewing market is expected to flourish because of some major factors like emerging economies' rapid economic development, demand for smart televisions, the growing over-the-top platform market etc. We strongly believe that the UK market has a lot of potential for the channel to introduce new customised programme packaging to the audience, engage stakeholders through strategised communication and build on a high preference ratio.

Through a strategised approach, we also look forward to being consistent in launching interesting programmes on WION in markets like US, India, UK etc. This allows our glocalised viewers and readers to understand the impact of major global events from a uniquely Indian perspective.”

“We are thrilled to launch WION via Freeview Connect and expand Freeview news offering with the leading news channel from India and also being able to monetise it using the Synapse FAST SSAI”, said Tanya Kronfli, Managing Director of Global Distribution Services, specialising on delivery and digital Monetisation of TV content via Freeview Connect.

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