Flashback 2014: I don't think the online video industry should be viewed as a threat: Sangeetha Aiyer
Broadcasters should look at the growth of the online video industry as an opportunity to effectively target and reach a broader audience, says Sangeetha Aiyer, VP & Head, Marketing, A+E Networks TV18

The year 2014 has had many developments in the television broadcast Industry whether it was digitization or the implementation of BARC. However, one of the trends that stood out the most was the industry taking steps in the digital platform front, especially by some players. Sangeetha Aiyer, VP & Head Marketing, A+E Networks TV18 talks about the emerging trends she saw in 2014 and things to come, as told to exchange4media’s Collin Furtado.
TV Broadcast industry in 2014
I think one of the biggest challenges comes from the emergence and growth of various models possible through the internet. The past few years have seen the transformation of many content related industries from music to publishing and most broadcast professionals believe the TV industry will undergo a metamorphosis of sorts in a similar manner to other content driven media.
The contours of this new change are still taking shape and the entire ecosystem is in a transition phase, particularly taking into account factors like digitization and now 4G. These factors have had a huge impact on the way audiences consume information and content. Whether the advertiser will continue to pay for it or the subscriber, it is difficult to say because the answer is linked to how the industry will evolve - we will follow the eyeballs.
Broadcasters should look at the growth of the online video industry as an opportunity to effectively target and reach a broader audience. It is only a threat if channels refuse to adapt to this trend and create content that viewers would like to watch on demand. Regarding the debate about whether videos made available online will cannibalize eyeballs from the TV, I don’t think the online video industry should be viewed as a threat. Ultimately, one has to create an ecosystem that unites online and on-air elements.
Genre specific developments during 2014
Since its premiere, ‘Pawn Stars’ has redefined factual entertainment, emerging as the top performer not just on HISTORY TV18, but in the entire genre. We were always in the Indian market for the long haul. This show is part of the ‘Artifactual’ sub-genre, which has finally come of age and spawned an entire sub-genre of shows where hard cash is made from old/used antiques and collectibles. This category also gives an insight into the core ethos of India where ‘jugaad rules’ and making ‘cash from trash’ finds resonance amongst middle India. It is also a reflection of the young hungry India out there who is yearning to break the shackles of the old and herald a new prosperous beginning.
I think the genre is beginning to make its mark in Indianized content. From this I mean in the past, we have seen a lot of globalized content being dubbed in Hindi and other regional languages and served to audiences here. The genre is beginning to question this model and experiment with localized content. HISTORY TV18 did its bit by premiering ‘Vital Stats of India’ – a unique endeavour to showcase India’s story through numbers.
Every study shows that consumption of content is shifting beyond television. In order to remain relevant to the way audiences consume content and stay ahead of competition, HISTORY TV18 launched the first second-screen app in the factual entertainment genre. Through a novel innovation, viewers can see their chats live on TV via a ticker, taking viewer engagement to the next level and allowing them to connect with all other fans watching the same show in real time. What’s more, when viewers are unable to tune-in to our channel, we have put the TV in their hands with the introduction of our live-streaming feature.
The app has a user interface that is very flexible, providing a great platform to connect with other viewers and also the channel. It’s a dream come true for any marketer and programmer since you are directly talking to your viewers on your own platform. So in a sense, it takes viewer empowerment to a whole new realm. We are also the first in the category and among the first in the business to premiere our multiple Emmy-award nominated show – The World Wars – on the HISTORY TV18 App, before its TV launch. The future belongs to content which is platform agnostic. By premiering one of our top rated shows on the App first, we are taking baby steps in this direction. What’s more, when viewers are unable to tune-in to our channel, we have put the TV in their hands with the introduction of our live-streaming feature. The idea is to eventually create a 360 degree network for consumers to connect with each other, our content and advertisers in the best way possible.
The coming of BARC
I think the big fear many have is that we are replacing one not-so-perfect monopolistic system with another. But I think these fears are largely unfounded because BARC has all three stakeholders working closely to make it a success. It will definitely be a learning experience for all of us and a great exercise in working together to achieve a uniform industry recognised standard, a precedent that has so far eluded the sector.
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
Rubika Liyaquat to join Bharat 24 as VP, set to launch her independent YouTube channel
Liyaquat recently quit ABP News after a five-year stint
By Ruhail Amin | Jun 7, 2023 2:24 PM | 1 min read
Well-known anchor and Senior Journalist Rubika Liyaquat who was associated with ABP news for over 5 years is joining Bharat 24 as Vice President. She will also be launching her independent YouTube Channel soon.
Bharat 24's, CEO & Editor in Chief Jagdish Chandra confirmed this development.
"The channel is about to complete a year in August 2023 and with the run up to the upcoming elections, Bharat 24 is building a strong team of experienced professionals starting with Liyaquat", said Chandra.
Liyaquat completed her graduation from Mumbai University and her media education from Futuristic Media Communication Centre (FMCC). She started her career in 2007 and has worked with media houses like News 24, Aaj Tak, Zee News, and Live India TV. She is known for her popular shows, Taal Thok Ke and Master Stroke.
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
CNN-News18’s Political Editor and Sr. Anchor Marya Shakil quits
Shakil is an award-winning journalist with over 17 years of experience
By exchange4media Staff | Jun 7, 2023 1:34 PM | 1 min read
Marya Shakil, Political Editor and Senior Anchor at CNN-News18 has quit.
Highly placed sources have confirmed this development to e4m.
Shakil is an award-winning journalist with over 17 years of experience. Her show on the Muslim yearning to be part of the mainstream earned her the prestigious Ramnath Goenka Award in politics and government category in 2012. She also received the award in the same category for her coverage of the 2014 Lok Sabha elections. Her show NewsEpicentre has won multiple ENBA awards.
She joined CNN-News18 after completing her Masters in Mass Communication from Jamia Millia’s AJK Mass Communication Research Centre in 2005. She also won the Chevening South Asia Journalism Fellowship in 2016.
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
Shemaroo and Seven Network team up to launch Shemaroo Bollywood in Australia
Shemaroo Bollywood will be available for free on Seven Network's streaming platform, 7plus+
By exchange4media Staff | Jun 7, 2023 1:21 PM | 3 min read
Shemaroo Entertainment Limited has joined with the Seven Network, one of Australia's leading media companies to launch Shemaroo Bollywood, the first-ever Bollywood F.A.S.T. (free ad-supported streaming TV) channel in Australia. This strategic collaboration marks Shemaroo's first venture with a major broadcaster in the region and sets the stage for an immersive Indian entertainment experience for Australian viewers. Shemaroo Bollywood will be available for free on Seven Network's streaming platform, 7plus+, providing seamless access to a vast library of iconic Indian/Bollywood movies.
With a remarkable six-decade-old legacy and an unparalleled content repository, Shemaroo is all-set to entertain the large Indian diaspora present in Australia. With Seven Network’s association, Shemaroo continues to establish its long-term and mutually beneficial relationships with renowned broadcasters across the globe. By venturing into key markets like Australia, Shemaroo aims to expand its reach and diversify its business portfolio and this latest venture demonstrates Shemaroo's commitment to realizing this vision.
Bollywood's timeless songs, compelling storytelling and ability to portray diverse cultures have captivated audiences worldwide and across all age groups. The launch in Australia holds immense significance, particularly for the vibrant Indian diaspora in the country. The launch also coincides perfectly with the forthcoming finals of World Test Championship of Cricket where India and Australia will lock horns for the coveted trophy. As cricket enthusiasts anticipate this thrilling event, Shemaroo Bollywood will complement the excitement by offering captivating movies that showcase the rich tapestry of Indian culture.
This first-of-its-kind association aims to forge a long-term and mutually profitable partnership between Shemaroo and the Seven Network, bolstering Shemaroo's consumer centric approach in key markets outside India. Shemaroo will harness Seven’s strong presence in broadcast television, publishing and digital platforms, while benefiting from Seven Network's dominance in TV and BVOD across Australia. Together, they aim to redefine entertainment experiences for audiences in Australia and beyond.
Nishith Varshneya, Head of International Business & India Digital Syndication - Shemaroo, said, “At Shemaroo, we are constantly exploring new opportunities to showcase our vast library of Bollywood to audiences across the globe. Our collaboration with Seven Network to launch Shemaroo Bollywood in Australia is a significant step towards achieving this goal. We believe that Bollywood movies and songs have the power to connect varied cultures. With Seven Network's established presence and expertise in the Australia, we are confident that this partnership will enable us to reach a wider audience and provide them with a delightful entertainment experience. We are excited about the possibilities this collaboration holds and look forward to a successful journey together.”
Seven West Media Chief Digital Officer, Gereurd Roberts, said: “Shemaroo Bollywood on 7plus symbolises Seven’s commitment to bring the most compelling, diverse and global content to
Australian audiences, for free. Through our unique collaboration with Shemaroo Entertainment, we are incredibly proud to introduce 7plus viewers to Australia’s first premium Hindi FAST channel and enrich 7plus with a colourful tapestry of captivating Indian cinema. Seven is Australia’s leader in FAST channels. So far in 2023 we have streamed over 250 million FAST channel minutes, up 195% on the same period last year,” he said.
Shemaroo Entertainment's 60-year-old legacy, built on a foundation of delivering high-quality entertainment experiences, solidifies its position as a trusted industry leader. The launch of Shemaroo Bollywood in Australia is just one of the many exciting developments taking place worldwide as Shemaroo expands its global footprint.
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
Sreenivasan Jain begins new innings with Jindal School of Journalism
Jain stepped down as Group Editor of NDTV in Jan 2023
By exchange4media Staff | Jun 7, 2023 11:50 AM | 2 min read
Sreenivasan Jain, former Group Editor of NDTV, has joined Jindal School of Journalism and Communication as Faculty.
Speaking about the appointment, JGU’s founding Vice Chancellor Professor (Dr) C. Raj Kumar said, “Sreenivasan Jain is an outstanding journalist in the best traditions of the practice and his experience will enrich JSJC and JGU in many ways. He has spoken truth to power during his career as a journalist and his joining our university as a faculty member will instil confidence among the students in pursuing a career in journalism and public affairs on the edifice of ethics and integrity. The students of JSJC have had a unique experience of studying at an exciting school with an innovative and interdisciplinary curriculum in cinema, journalism and communication that offers a wide range of national and international opportunities.”
Commenting on his new role Sreenivasan Jain said, “In my three decades in TV news and journalism, one of the most rewarding aspects of the experience was the opportunity to work with and train younger entrants into our newsroom. I look forward to extending that experience in this new innings as a faculty member at the Jindal School of Journalism & Communication of O.P. Jindal Global University.”
Jain had been with the television channel since 1995. He is the recipient of Journalist of the Year by the Ramnath Goenka Awards in 2014, by the Red Ink Awards in 2015, and anchor of the year at ENBA Awards, 2016.
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
News24 appoints Mayur Aggarwal as VP Sales
Aggarwal has earlier served stints at Zee Media, NDTV, Zee Entertainment and Times Television
By exchange4media Staff | Jun 6, 2023 10:02 PM | 1 min read
News24 has appointed Mayur Aggarwal as Vice President, Sales.
As Vice President of Sales, Aggarwal will be responsible for leading the company's sales efforts, developing and executing effective sales strategies, and driving revenue growth. With over 17 years of experience, Aggarwal has earlier served stints at Zee Media, NDTV, Zee Entertainment & Times Television.
"We are delighted to welcome Mr. Mayur Aggarwal to News24 as our new Vice President of Sales," Anuradha Prasad, Editor in Chief of News24 Broadcast India Limited.
"His impressive track record and strategic vision make him the ideal candidate to lead our sales team. We are confident that Mayur Aggarwal's expertise will propel our sales initiatives forward and drive our company's growth", she added.
Commenting on his role, Aggarwal said, "I am honoured to join News24 and be part of this dynamic team. I look forward to leveraging my experience to enhance our sales strategies, strengthen customer relationships, and drive revenue growth. Together, we will achieve great success."
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
ABP’s news anchor Jiya Sharma quits
Prior to ABP News she was associated with Zee News
By exchange4media Staff | Jun 5, 2023 9:25 AM | 1 min read
ABP’s news anchor Jiya Sharma, who was the face of the show 'Namaste Bharat', has quit. Sharma confirmed this development to e4m.
Sharma has nearly a decade of experience in news media. Prior to 'ABP News', she was associated with 'Zee' (UP/UK and MP/Chhattisgarh) for about four years. She has also worked with 'IBC24', 'Bansal News', 'Red FM and Doordarshan' in the past.
Sharma holds Masters in Mass Communication from Makhanlal Chaturvedi University
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
Rubika Liyaquat quits ABP News
She was associated with the network for over five years
By Ruhail Amin | Jun 3, 2023 11:58 PM | 1 min read
Well-known anchor and Sr Journalist Rubika Liyaquat has resigned from 'ABP News'.
If sources are to be believed, she is now planning to step into the world of entrepreneurship. Some industry sources have told e4m that Liyaquat has taken this decision since she was not given a salary raise.
Sources also say that Liyaquat has got a big offer from a newly launched Hindi news channel. However, this channel is not doing well at the moment.
She was associated with 'ABP News' since 2018.
Hailing from Udaipur, Liyaquat completed her graduation from Mumbai University, she also holds a degree in Mass Communication. Liyaquat began her career with 'Live India'. She was associated with 'Live India' from June 2007 to September 2008. In 2008, she joined 'News24'.
She has also served stint at 'Zee News' and was associated with the network before joining ABP News.
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