More TV households: Will Bihar, Assam & Odisha open new opportunities for broadcasters?
While experts agree that the states are excellent markets to explore for broadcasters, they say capturing audiences in these regions won’t be a cakewalk due to the rising popularity of OTT
More TV households: Will Bihar, Assam & Odisha open new opportunities for broadcasters?
While experts agree that the states are excellent markets to explore for broadcasters, they say capturing audiences in these regions won’t be a cakewalk due to the rising popularity of OTT
TV households in eastern states of Bihar/Jharkhand, Assam/Northeast and Odisha witnessed double-digit growth in 2020. As per the latest Broadcast Audience Research Council (BARC) India TV Universe Estimates 2020, the three states recorded 23%, 14%, and 13%, growth in TV households respectively, resulting in an overall increase in viewership as well.
According to BARC, in line with the pattern of regional growth of the population, TV viewership has grown more in these three states. Bihar/Jharkhand, Assam/Northeast and Odisha have witnessed a higher growth in TV households and viewership compared to other Hindi Speaking Markets (HSM). So, will this increase in TV households in these markets open up new opportunities for both broadcasters and brands? Definitely yes, say industry leaders, but they believe that the process of capturing audience in these markets is not going to be a cakewalk.
Tanaya Patnaik, Executive Director of Samad Group, is optimistic that an increase in the number of TV households in these markets will increase the interest of other broadcasters. Sambad Group, one of the largest media networks in the Odisha, owns a news channel (Kanak News), a free-to-air entertainment channel (Manjari), and a radio network (Choklate).
"There is a market for entertainment channels. I think broadcasters can take advantage of this increase in reach through good entertainment content, specifically in Odisha, which has saturated with news channels," opined Patnaik.
But Patnaik feels that though it is an excellent opportunity for broadcasters, the task will not be easy because of the growing popularity of OTT. "If TV households are increasing, people using mobile sets are also increasing. There is scope for good GECs in a market like Odisha as the existing channels in the space mostly telecast dubbed content. Dubbed content doesn't have the charm of original content. To connect with the regional audience, you need good content," Patnaik pointed out.
The TV population in Odisha is growing at a swift pace. TV penetration has witnessed a jump of 72% in between the last two censuses. As per the BARC Universe Estimate, Odisha is among the fastest growing TV markets.
Srija Shahin Siddhartha, Programming Head, Colors Odia, says that this would be the phenomenon in most east and northeast states as they have recently seen economic progress leading to an increase in the disposable income of the middle class. “An increase in per-capita income has ensured more TV being bought for the first time. Also, with the ease of accessibility and very competitive pricing, set-top boxes are now more pocket-friendly. This increase in TV population will lead to overall growth in TV viewership and hence revenue opportunities.”
"With a certain content across genre, Colors Odia’s viewership has grown 83% in the last one year, and the time spent per viewer has increased by 32% compared to the previous financial year. Apart from fiction, the family drama –fantasy genre has been the most viewed content. Colors Odia is the only GEC showing content for kids in Odia language, which has brought significant viewership during the lockdown. Movie viewership has drastically increased. From telefilms to classics, and world television premieres, movies have garnered huge ratings in the Odisha market. Colors Odia has a dedicated movie slot in the afternoon for all movie lovers," shared Siddhartha.
As per the BARC weekly data, Tarang is the leading channel in the market, followed by Zee Sarthak and Alankar. Other channels in the top five include Colors Odia and Tarang Music.
Last month, Sidharth TV Network announced launch of four channels in Orissa. The test signal of Sidharth Bhakti already begun on April 1, 2021, and the other two satellite channels, Sidharth TV (GEC) and Sidharth Gold (Music & Movie), will go on air in May.
In Bihar and Jharkhand, Zee Biskope is the leading channel, followed by Bhojpuri Cinema, B4U Bhojpuri, Big Ganga, and Dabangg. In Assam/Northeast market, Rang entertainment channel is the top channel, followed by Rengoni (GEC) and Ramdhenu (music). Jonack (GEC) and Popular TV (movie) are other prominent channels in the market.
According to Shailesh Kapoor, Founder & CEO, Ormax Media, despite being a mass medium, TV penetration in India is less than 70%, which allows for enough room for growth. “India still has 90 million (9 crore) households that are not connected to TV. Since Bihar/ Jharkhand, Odisha and the North East are some of the less-developed states and have the higher rural population, they are also the ones where TV penetration is low, as low as less than 40% in Bihar-Jharkhand," he explained.
Kapoor further added, "Expansion of the TV universe from 197 million homes to 210 million homes is a positive for the TV industry, as it creates room for higher monetization, especially for free-to-air channels targeting rural markets, where the expansion has been higher than the urban markets. But one can't expect any market-specific benefit, as none of these markets hold more than 2-3% share of viewership and hence advertising."
Vishal Shah, Managing Partner, MediaCom, feels that the growth in these markets is a positive sign for the television industry. "For the longest time, Bihar and Odisha have been considered traditional media-dark markets and it was primarily due to low TV penetration, and reach.”
“Also, we have seen a trend of FTA channels launching in these markets, and these channels will pick up viewership and benefit from this growth," he adds.
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Gauranga Das Prabhu to be part of enba jury panel
Prabhu is an author, spiritual leader, inspirational speaker and member of ISKCON’s Governing Body Commission
By exchange4media Staff | Mar 21, 2023 8:57 AM | 2 min read
Gauranga Das Prabhu, an author, spiritual leader & inspirational speaker, has joined the exchange4media News Broadcasting Awards (enba) jury panel. Das, a graduate from IIT Bombay, is a member of ISKCON’s Governing Body Commission. He is actively involved in enhancing leadership effectiveness and governance of temples and communities globally.
Owing to his expertise in presenting vedic knowledge in a contemporary and enticing way, he has been a part of TEDx events and corporates like Intel, Salesforce, Google etc. He is the director of ISKCON’s Govardhan Ecovillage (GEV), founded by Radhanath Swami Maharaj. The GEV has won several awards, including United Nations World Tourism Organization (UNWTO) Award in 2017.
He has enabled GEV’s accreditation with multiple United Nation bodies like UNEP, UNCCD, ECOSOC and CBD. On behalf of ISKCON, he is UNEP’s Faith for Earth Counsellor.
enba was formulated by the exchange4media group in 2008 with the objective of recognizing the best in television news. The awards recognise and honour industry leaders who are responsible for shaping the future of television broadcasting in India. This year, enba is in its 15th edition. The jury will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.
In the last editions, the enba jury was led by Harivansh Narayan Singh – Deputy Chairman, Rajya Sabha, Dr Kiran Karnik – Former President – Nasscom, Dr Nasim Zaidi - Former Chief Election Commissioner of India, SY Quraishi – Former Chief Election Commissioner of India, N Ram – Chairman, Kasturi & Sons Ltd., Former Editor–in-chief The Hindu and Group Newspapers, Sanjay Gupta – Managing Director – Star India.
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Longest-ever DD Free Dish auction gives Prasar Bharati Rs 1069 crore
The average price per slot stands at Rs 16.5 crore
By Sonam Saini | Mar 21, 2023 8:49 AM | 3 min read
Public broadcaster Prasar Bharati has mopped up Rs 1069.60 crore from the e-auction of 65 MPEG-2 slots on DD Free Dish. The broadcaster's total revenue has seen a 66 per cent jump compared to last year's auction.
On the last day of the auction on Monday, seven slots were sold, with the highest bid of Rs 18.7 crore coming from Bflix. Other channels that secured the slots on the last day were Enterr10 (Rs 17 crore), GNT (Rs 17.9 crore), India TV (Rs 18.65 crore), Bharat 24 (Rs 17.15 crore), ABZY Cool (Rs 16 crore) and Sun Marathi (Rs 18.5 crore).
This is the first time in the history of DD Free Dish auction that the process went on for eight days. The auction was conducted over the weekend as well.
The auction saw participation of broadcasters from different genres. However, the big four networks' Hindi general entertainment channels Star Utsav, Zee Anmol, Sony Pal and Colors Rishtey stayed out of the auction.
"The revenue could have gone up if these four channels had participated," said industry sources.
The average price per slot this year stands at Rs 16.5 crore.
In the Bucket A+ category, which comprises Hindi GECs, 11 slots were sold for Rs 189.65 crore.
Last year, there were six slots in this category which were sold for Rs 91.1 crore. The highest bid in this genre was made by The Q India for Rs 17.9 crore. Other channels that bagged the slots were Dangal, Shemaroo TV, Manoranjan Grand, Manoranjan TV, Big Magic, Shemaroo Umang, Nazara, Dangal 2, Ishara TV and Shemaroo Ashirwad. The base price for this category last year was Rs 15 crore.
Under the Bucket A (movie channels), 19 slots were sold for Rs 329.55 crore this year. The highest bid in this category was made by Zee Anmol Cinema for Rs 24.05 crore. In fact this was the highest price ever paid for a movie channel slot in the history of DD Free Dish auction. Last year, 16 slots were sold for a total of Rs 166.55 crore in this category.
Under Bucket B, which comprises (music Hindi channels, sports, and all channels of Bhojpuri languages), 12 channels were sold for Rs 206.85 crore. The highest bid in this category was by Zee Biskope for Rs 22.1 crore. The lowest bid in the music genre was made by 9XM for Rs 15.2 crore.
Sources said, “The best bid came from 9XM, a music channel. They strategically waited for their turn and took a slot at Rs 15.2 crore, which is well below the average price paid for the other six music channel slots.”
Under Bucket C (Hindi news channels), 12 channels secured slots for Rs 199.1 crore in this year's auction. News18 India paid the highest price for the first slot at Rs 19.85 crore. Other channels that secured slots were Aaj Tak, TV9 Bharatvarsh, R Bharat, Zee News, ABP News, NDTV India, News Nation, Times Now Navbharat, Bharat 24, India TV and GNT.
In the 2022 e-auction, the pubcaster earned Rs 120 crore from the sale of 14 slots in this category.
Under Bucket D (all other remaining genre of Hindi, devotional channels, all genre of marathi, Punjabi and Urdu channels and news english channels), 10 slots sold out for Rs 144.45 crore. At Rs 18.5 crore, the top bidder in this category was Sun Marathi. Under Bucket R1 only one channel, Popular TV, bagged the slot for Rs 3.05 crore.
Compared to 2023, in 2022, the pubcaster earned Rs 645 crore from the allotment of 59 MPEG-2 slots.
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FreeDish e-auction ends, Prasar Bharati earns Rs 1073 crore from 65 slots
On the last day on Monday, seven slots were auctioned. The highest bid came from Bflix
By exchange4media Staff | Mar 20, 2023 6:43 PM | 1 min read
Public broadcaster Prasar Bharati has mopped up Rs 1073 crore from the e-auction of 65 MPEG-2 slots on DD Free Dish.
On the last day of the auction on Monday, seven slots were sold, with the highest bid of Rs 18.7 crore coming from Bflix. Other channels that secured the slots on the last day were Enterr10 (Rs 17 crore), GNT (Rs 17.9 crore), India TV (Rs 18.65 crore), Bharat 24 (Rs 17.15 crore), ABZY Cool (Rs 16 crore) and Sun Marathi (Rs 18.5 crore).
This is the first time in the history of DD Free Dish auction that the process went on for eight days. In fact, the auction was conducted over the weekend as well.
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enba: Prasanth Kumar joins jury panel
Kumar is the CEO of GroupM-South Asia
By exchange4media Staff | Mar 20, 2023 8:19 AM | 1 min read
Prasanth Kumar, CEO - GroupM South Asia, has joined the exchange4media News Broadcasting Awards (ENBA) jury panel. Kumar, popularly known as PK, has over 25 years of industry experience.
Before joining GroupM, Kumar was associated with companies like Pepsi, The Hindu, The Media Edge & McCann Erickson.
Kumar is currently President of AAAI for the 2022-23 term.
The exchange4media Group formulated enba in 2008 with the sole objective of recognizing the best in television news. The awards recognise and acknowledge 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 this year will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.
In the previous editions, the enba jury was led by Harivansh Narayan Singh – Deputy Chairman, Rajya Sabha, Dr Kiran Karnik – Former President – Nasscom, Dr Nasim Zaidi - Former Chief Election Commissioner of India, SY Quraishi – Former Chief Election Commissioner of India, N Ram – Chairman, Kasturi & Sons Ltd., Former Editor–in-Chief The Hindu and Group Newspapers, Sanjay Gupta – Managing Director – Star India.
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Free Dish e-auction: 25 channels pick up slots in rounds 2 & 3
According to sources, the pubcaster has mopped up approximately Rs 409 crore in these two rounds; bidding for remaining rounds to continue on March 20
By Sonam Saini | Mar 20, 2023 8:01 AM | 2 min read
Prasar Bharati continued the e-auction for vacant MPEG-2 slots on DD Free Dish on the weekend with 25 channels picking up slots in rounds 2 and 3.
The starting receive prices for each round were Rs 16 crore and Rs 13 crore, respectively.
While the buckets eligible for bidding in round 2 were A+, A, B, C, D and R1, round 3 saw bidding for buckets A, B, C, D and R1.
According to industry sources, the pubcaster has mopped up approximately Rs 409 crore in these two rounds.
The channels that secured slots in round 2 were Sony Wah (Rs 20.25 crore), Star Gold Thrill (Rs 17.85 crore), Colors Cineplex Bollywood (Rs 17.5 crore), Shemaroo Ashirwad (Rs 17 crore), Dangal 2 (Rs 16.8 crore), Shemaroo Umang (Rs 16.65 crore), Nazara (Rs 16.6 crore), Manoranjan Prime (Rs 16.7 crore), Goldmine Bollywood (Rs 16.7 crore), Ishara (Rs 16.75 crore), Goldmines (Rs 16.9 crore) and B4U Music (Rs 17.05 crore).
The channels that picked up slots in round 3 were Showbox (Rs 17.05 crore), Dil Se (Rs 17.05 crore), Filmachi (Rs 16.7 crore), Goldmines (Rs 15 crore), Aastha Channel (Rs 15.05 crore), Times Navbharat (Rs 15.15 crore), another slot by Goldmines (Rs 15.35 crore), B4U Bhojpuri (Rs 15.05 crore), Bhojpuri Cinema (Rs 15.1 crore), News Nation (Rs 15.05 crore), Aaj Tak (Rs 15.1 crore), 9XM (Rs 15.2 crore) and Movie Plus (Rs 15.2 crore).
In round 1, 33 channels bought slots for over Rs 538 crore.
The pubcaster has so far earned around Rs 947 crore from the e-auction. The remaining rounds (i.e. rounds 4, 5, 6 and 7) will go up for bidding on March 20.
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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.
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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.
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