TV is here to stay, while Digital will grow parallel, opine industry leaders

At the launch of PMAR 2019, a panel discussion was held on the topic- The growing importance of News. The session was moderated by Vikram Sakhuja, Group CEO Media & OOH, Madison World

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At the unveiling of the Pitch Madison Advertising Report (PMAR) 2019, a panel discussion was held on ‘The growing importance of News’. The session was moderated by Vikram Sakhuja, Group CEO, Media & OOH, Madison World. The eminent leaders on the panel were Avinash Pandey, CEO, ABP News

Network; Umang Bedi, President, Daily Hunt; Puneet Gupta, COO, Times Internet; and Rahul Kansal, Group Brand Advisor, Network18.

Initiating the discussion, Vikram Sakhuja asked the panellists how they define news? To which Avinash Pandey replied, “In TV and Print, there’s a fundamental difference. In Print, you can choose the page, you want to go, not everything is front page. In TV, everything is a front page story.”

Umang Bedi said, “The definition of news is changing. Every media company in the news space is left or right wing, which is politically aligned. One thing, which is changing in India is that they don’t care about national news, what they want is local news. Local is becoming the way to go in India.”

Puneet Gupta defined news as something meaning different thing to different people. “Newspapers segregate them on pages, digital publishers opts personalized content for their audiences. We have to find the right users for the right set of content piece that gets generated.”

Umang further added, “Digital numbers are growing because time spent on mobile device across news category has grown 7 times. We are seeing now, the time spent on digital, which used to be 13 minutes a day, has gone to 30 minutes per person per day across 200 million active users and more than 70% daily users. Hence, time spent is growing insanely.”

Rahul Kansal, Group Brand Advisor, Network18, said, “The share of news of all television hours of viewing was about 6.5% and now its 8.5%. News as a genre is clearly attracting more eyeballs.”

While discussing about the new TRAI regulations, Anurag Pandey said, “TRAI regulation says that there should be 100 channels in the FTA packs. Consumers are not educated enough to choose, so cable operators will bundle it and give it to somebody. The carriage price of being there may go up.”

Puneet elaborated, “Digital offers a very stable medium that right metric advertisers are looking for, whether you are traditional advertisers with a reach and frequency mindset. Digital solutions are available and it will gain more because of what is happening around in the ecosystem.”

He stated an example saying that elections online has been better than elections on TV for some. Digital is the way to go. Both on Times Now and Mirror Now, majority of the content carried was produced by the digital section, he said.

Umang further said, "TV as a medium is not going away. People in west say it’s dying. I would see a nearer threat for print. We are growing more and more hyper local. Within the app, we just launched TV platforms. Today, it has 40 channels, next week it will go to 300 and then to 543.

It’s going to get local content and we are curating it in a way that the audience will see both side of the spectrum".

Avinash agreed and said, “On digital, video consumption is growing very rapidly. We are also the largest digital player in the country with 25 million unique users, and 370 million page views every month.”

“I think content will need to be diagnostic. We will come across subscribers of newspapers, there will be progressive multi- channel consumption,” Rahul concluded.

 

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