Five key challenges for Indian television industry in 2021
Guest Column: Shailesh Kapoor, Founder & CEO, Ormax Media, examines the road to recovery TV industry will be taking on the revenue front in 2021
2020 has been an unusual year by all accounts, whereby a pandemic impacted every aspect of business and life. The television industry had to face the brunt of the COVID-19 impact too. The impact came in two forms. Production of the original software was halted for more than three months, leading to a content crisis of sorts. And while the content pipeline was restored in large part by July, the advertising impact will continue to be felt well into 2021, if not later.
As we get set to enter 2021, here is a list of five key challenges the Indian television industry will face in the new year:
- Road to Recovery
2021 will be a year of recovery on the revenue front. The real impact of the economic slowdown may be felt in the early months of 2021 in particular. Channels have to wait it out and let things inch back to normalcy. There’s always a chance that the rebound, whenever it happens, may bring in windfall gains, as suppressed consumer demand from 2020 will come into the forefront. But that will also depend on how the economy recovers, and there is little channels can do, except to be more prudent in their expenses and their content choices.
- The Measurement Crisis
There’s a measurement crisis brewing at a time when the industry can only ill-afford it. Specific channels, mostly in the news genre, have been accused of people meter tampering. One of the immediate fallouts of this controversy has been BARC India’s decision to disable channel-level ratings for the news genre. The Government has dropped hints that it wants to be involved in the rating process more actively. One hopes the coming year doesn’t see more disruption in this regard.
- Nostalgia & The Ramayan Risk
2020 has been the year where nostalgia has been evoked in no small measure. Ramayan, with its huge success, became the flagbearer of this trend. But with every trend comes the risk of misreading (and over-reading into) it. One hopes that GEC content in 2021 does not become a victim of this problem, because an overkill of anything, be it mythological shows or nostalgia, is unhealthy.
- The Niche Channel Challenge
Times have been tough for niche channels since the implementation of the New Tariff Order, and the COVID-19 outbreak has not helped. Several niche channels have shut down in the last year or two, of which the most recent ones are Turner’s English language movie channels. Even as GECs, movie channels (despite a pipeline deficit for new content) and news channels continue to prosper, niche channels, especially in the music, infotainment & lifestyle genres, will have to work doubly hard to sustain.
- The Digital Impact
This brings us to the last point on the list: The impact of digital media, including the OTT platforms. Far too coverage has been given in the media to debates that rely on false binaries, such as OTT vs. Theatres or OTT vs. TV. Television is firmly entrenched as the family medium for mass India and is here to stay. But deep penetration of the smartphone is creating fundamental societal changes that the television industry must adapt to, in its choice of content, in its marketing, and in its brand promises. If done well, the digital impact can be a plus for a medium that’s largely immune to it, except channels of the niche variety mentioned above.
Here’s hoping for a great 2021 for the Indian television industry!
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
TOP STORIES
POPULAR
CATEGORY
Madan Bahal joins enba jury panel
Bahal is the Co-Founder and Managing Director of Adfactors PR
By exchange4media Staff | Mar 18, 2023 8:30 AM | 1 min read
Madan Bahal, Co-Founder and Managing Director of public relations firm - Adfactors PR, has joined the exchange4media News Broadcasting Awards (ENBA) jury panel. Over the past 25 years, Bahal has served as a lead communication counsel in many of the milestone events of Corporate India, including fundraises, M&As, disputes, litigations, issues, and crises.
Bahal is known for providing leadership to the Indian PR industry during major events such as the global financial meltdown in 2008, and the two years of the Covid-19 pandemic. He is also a member of the governing council of The Yoga Institute, Mumbai – the world's oldest body of organised yoga teaching.
In September 2022, the Arthur W. Page Society inducted Bahal into its Hall of Fame. In October 2020, PRovoke recognised his firm Adfactors PR as one of the seven global agencies of the decade.
enba was formulated by the exchange4media Group in 2008 with the objective of recognizing the best in television news, and for rewarding industry leaders who have shaped the future of television broadcasting in India. This year, enba is in its 15th edition, and the jury will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Free Dish e-auction: 7 slots of Bucket D sold out for over Rs 79 cr
Zee Chitramandir, Zee Punjabi, Fakt Marathi, Shemaroo MarathiBana, Manoranjan Movies, Sanskar TV and Sun Marathi picked up the slots
By exchange4media Staff | Mar 18, 2023 7:50 AM | 1 min read
Prasar Bharati has mopped up over Rs 79 crore from the sale of seven slots under Bucket D of the DD Free Dish e-auction.
This bucket comprises all other remaining genres of Hindi, Devotional/ Spiritual/Ayush, all genres of Marathi, Punjabi and Urdu channels and news and current affairs (English) channels. The base price was Rs 6 crore.
Sources close to the development confirmed six channels that picked up the slots were Zee Chitramandir (Rs 13.40 crore), Zee Punjabi (Rs 12.45 crore), Fakt Marathi (Rs 12.65 crore), Shemaroo MarathiBana (Rs 13 crore), Manoranjan Movies for Rs (13.4 crore), Sanskar TV (Rs 14.6 crore) and Sun Marathi.
Bucket D has eight slots, out of which seven have been sold out. Bidding for the eighth slot will continue today.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Free Dish e-auction: ABP News picks up 6th slot for Rs 17 cr
The six slots under Bucket C category have been secured by News18, Republic Bharat, TV9, Zee News, NDTV and ABP News
By exchange4media Staff | Mar 17, 2023 12:23 PM | 1 min read
ABP Network has picked the last slot on DD Free Dish. According to sources, ABP News secured the last slot on DD FreeDish for Rs 17.10 crore.
Under Bucket C, which comprises news and current affairs (Hindi) channels, News18, Republic Bharat, TV9, Zee News, NDTV and ABP News bagged the slots. The base price for the bucket was Rs 7 crore.
Prasar Bharati has now made Rs103.15 crore from the six slots under Bucket C.
The highest price paid in this category was Rs 19.85 crore.
As reported earlier by exchange4media, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore, Zee News bought the fourth slot for Rs 15.5 crore and NDTV bought the slot for Rs 16.55 crore.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
ZEEL likely to settle IndusInd Bank's dues: Reports
News agencies say the media company could pay Rs 83.7 crore to the bank on Friday
By exchange4media Staff | Mar 17, 2023 8:56 AM | 1 min read
ZEEL is likely to repay IndusInd Bank's dues, according to media reports.
The media network is looking to resolve the insolvency proceedings for completing the merger with Sony.
As per media reports, dues amounting to Rs 83.7 crore may be settled on Friday, prompting the bank to withdraw the insolvency proceedings thereafter.
It may be noted that in February the National Company Law Appellate Tribunal stayed the insolvency order against ZEE.
ZEEL CEO Punit Goenka had said that the focus was now on the timely completion of the proposed merger.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Free Dish Auction Day 4: News channels defy boycott call, buy 5 slots for Rs 83.05 crore
Prasar Bharati collected Rs 116.9 crore from the sale of seven slots
By Sonam Saini | Mar 17, 2023 8:33 AM | 1 min read
On the fourth day of the e-auction for DD Free Dish MPEG-2 slots on Thursday, Prasar Bharati collected Rs 116.9 crore for seven slots. So far, the pubcaster has collected Rs 407.95 crore from the sale of 23 slots.
According to sources, under Bucket B category, which comprises music, sports and Bhojpuri language channels, the last two slots were picked by Zee Ganga for Rs 16.65 crore and Zing for Rs 17.20 crore.
Meanwhile, in an important development, despite the News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA) announcing their decision to boycott the auction, News18, Republic Bharat, TV9, Zee News and NDTV bought slots.
As reported earlier by exchange4media, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore, Zee News bought the fourth slot for Rs 15.5 crore and NDTV bought the slot for Rs 16.55 crore. The base price for Bucket C, which comprises news and current affair (Hindi) channels, is Rs 7 crore.
The public broadcaster made Rs191 crore on the second day from 11 slots and Rs 100 crore on the third day from five slots. The first day of the auction was washed out because of a technical glitch.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
Free Dish auction: Despite boycott call, News18, Republic Bharat, TV9, Zee News buy slots
News18, Republic Bharat, TV9 & Zee News paid Rs 19.85 crore, Rs 16.55 crore, Rs 14.55 crore and Rs 15.5 crore respectively, shared sources
By Sonam Saini | Mar 16, 2023 6:16 PM | 1 min read
News18, Republic Bharat, TV9 and Zee News have secured slots on DD Free Dish on the third day of the MPEG-2 e-auction, e4m has learnt from reliable sources. The channels participated in the bidding despite News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA) announcing their decision to boycott the process.
According to the sources, News18 bought the first slot for Rs 19.85 crore, Republic Bharat secured the second one for Rs 16.55 crore, TV9 took the third slot for Rs 14.55 crore and Zee News bought the fourth slot for Rs 15.5 crore. The base price for Bucket C, which comprises news and current affair (Hindi) channels, is Rs 7 crore.
On March 14, the NBF and NBDA, which represent almost all national and regional news channels of the country, decided not to participate in the -auction. In a letter written to I&B Minister Anurag Thakur, the NBF and NBDA stated that the auction procedure was skewed against all news and current affairs channels.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
DD Free Dish: News channels bid in e-auction despite broadcaster boycott
The first two slots under Bucket C, for news & current affairs (Hindi) channels, has been picked up for Rs 19.85 crore and Rs 16.55 crore say sources
By Sonam Saini | Mar 16, 2023 4:46 PM | 1 min read
Despite broadcasters' decision to opt out of the DD Free Dish e-auction for the vacant slots of MPEG-2, sources told exchange4media that some news channels have started bidding for them. The first slot under Bucket C, which is for news & current affairs (Hindi) channels, has been picked up for Rs 19.85 crore and the second slot picked up for Rs 16.55 crore. The bidding for the third slot has started.
On March 14, the News Broadcasters Federation (NBF) and the News Broadcasters & Digital Association (NBDA), which represent almost all the national and regional news channels of the country, decided not to participate in the ongoing DD Free Dish MPEG-2 e-auction. In a letter to I&B Minister Anurag Thakur, NBF and NBDA stated that the auction procedure was skewed against all news and current affairs channels.
This is a developing story.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook & Youtube
