Satisfying the curiosity of young Indians
Today, the international footprint of Discovery is huge. Presence in more than 180 countries, 40 languages and more than 1.5 billion cumulative subscribers. It makes an interesting story as to how the network still thrives on the same idea that it was launched with, which is to provide new and refreshing content.
It was in 1985, in America, when Discovery Channel was aired for the first time. The reach was minimal then, but the idea was to offer something that the Americans had not experienced before. Today, the international footprint of Discovery is huge. Presence in more than 180 countries, 40 languages and more than 1.5 billion cumulative subscribers. It makes an interesting story as to how the network still thrives on the same idea that it was launched with, which is to provide new and refreshing content. And the need to continue that in today’s age is even more, as media has exploded and fragmented in big way. Especially in India – a growing market for Discovery. The testimony of that is the increasing viewership across group channels (now six channels with the launch of Discovery Science and Discovery Turbo) and the renewed focus on languages.
In 1998 Discovery Channel launched its 24-hour parallel Hindi feed – it gave the channel nationwide viewership. On January 1, 2010, it launched a 24-hour Tamil feed, after which Discovery Channel moved up its rank by 25 positions, time spent by the viewers on the channel increased eight times. Then it launched the Telugu feed, increased its viewership in Andhra Pradesh by 175 per cent (source: Discovery) and the recent launch of Bangla feed. Which means the channel is now available in five languages including Hindi and English.
Animal Planet is almost the same size of National Geographic, claim company executives. They’ve also indicated that the channel has outperformed its rival from the Star Group in Digital ratings. (Animal Planet is available in two languages – English and Hindi). TLC – Discovery’s definitive lifestyle channel has struck the right chord with its viewers in India, if one looks at the viewership and distribution statistics.
So it would be only fair to credit the company, which is said to be the first mover in its space to go regional. It has penetrated deeper into India and has earned the tag of India’s 9th largest channel cumulative reach-wise: A strong reflection of the brand’s mass popularity and the India changing story.
Rahul Johri, Senior Vice President and General Manager – South Asia, Discovery Networks Asia Pacific explains Discovery India’s journey. “The 15-year journey for us in India has been outstanding. India has changed. Digitisation has contributed to that change and the youth is a major influencing factor in India’s growth story. There is tremendous scope beyond the metros. That’s where our future growth is.”
The last decade witnessed an unparalleled increase in the number of television channels, widening of the broadcast platforms -introduction of the exciting new formats and evolving demands of advertisers and affiliates. How does Discovery look at this? Who does it consider as competition? For Johri, it is the whole television landscape and not just channels within the same genre. “The consumer does not differentiate channels genre-wise. Today Discovery is 20 per cent bigger than Hindi news, it’s bigger than English Movies – all the English movies put together; it’s bigger than all the English news channels put together. We’re almost four times the size of National Geographic. We don’t look at them as competition. So outside of entertainment and cricket, we’re the biggest channel. And the viewers have given us the opportunity to be such a big channel and we will continue to deliver on that.”
Johri further elaborates on the group’s success. “We have a very strong distribution network in place. That’s because One Alliance which distributes us is the strongest distribution platform in the country. We’re available in virtually every home in the country. Now what’s the next step for us? It’s really about enriching the viewer experience. How do you do it? The best way is to provide your global content in the regional language that the local viewer understands and converses in.”
Apparently, Discovery is the only company in India which has launched three channels in different languages in a year, where content on each channel remains primarily the same; what changes is the language. So a viewer gets the same global content, but in his mother tongue.
With distribution – one major hurdle being crossed, the challenge for Discovery India is to keep raising the bar as far as viewership is concerned. Johri tells IMPACT why it would be one – successful in sustaining the numbers it has delivered, and two – to be able to grow them in the years to come.
“Over the last few years, we have doubled our network portfolio and have substantially increased our viewership base. Discovery’s strength of bringing non-fiction content based on topical and enriching subjects, presented by finest entertainers, experts and renowned personalities, has been able to serve its mission of satisfying viewers’ curiosity.” He further states that not many companies can claim to be leaders in six unique genres. “We are pleased to be in such a coveted position. We’re the No1 non-fiction entertainment channel. TLC is the home of lifestyle television. Animal Planet is the only one of its kind. Discovery Science, Discovery Turbo and India’s first 24-hour definition channel Discovery HD World have broadened Indian television landscape. So there is no reason why we shouldn’t continue delivering. With consistent, differentiated and high-quality global programming, unmatched India productions and unique and exciting new formats, I see a very bright future for all our brands in India.”
International clout
Discovery, as is known, is a listed company in the US. Its revenues in Q1 of 2011 saw an increase of 9 per cent to $951 million. Chief Executive Officer David Zaslav was quoted on saying, “Discovery Communication’s consistent investment in content over the past four years, along with a drive to expand our subscriber base domestically and internationally, has enabled the growth of audiences across the globe. In the first quarter of 2011, we recognised the value of our increased viewership through double digit advertising gains that further built upon the strength we demonstrated throughout 2010.”
As for the future, Zaslav said that the company will remain focused on delivering sustained operating leverage and free cash flow growth, while also continuing to invest in Discovery's diverse set of brands and platforms around the world. With the networks growth, comes the focus on India – the No 1 market in the Asia Pacific regions, said Johri.
The road ahead
The company had an eventful 2010 with series of new shows, new channels (launched Discovery Science and Discovery Turbo, revamping the old ones (the rebranding exercise of Travel & Living to TLC, and last but the most important move – to increase its reach in the regional space. On how TLC has shaped up as what they position is the definitive lifestyle channel, Johri said, “TLC is a big channel for us. It completely dominates the lifestyle genre in India and we will continue to work on that. I look at TLC as one of the most successful channel launches in recent years in India. It has defined and established a genre and the way its viewers relate to it is fantastic.” The rebranding exercise of the channel saw a high octane multimedia campaign, and the channel to change its name and yet increase its viewership is indeed a task well performed.
As for the year 2011, the focus will be to engage younger audiences and as Johri indicates, that will be done via various marketing initiatives and campaigns.
How does the Discovery model work? Does advertising take the driving seat, or is it also subscription revenues that contribute to the overall kitty? Johri says that the revenue split between advertising and distribution is even, and that the company will look at consistently building on both.
The content sharing practice and the partnerships with Discovery companies in other markets, plus local acquisitions are factors which has enabled growth in the bottomline and establishing a solid base of viewership in the country.
The company’s target for the next five years is to continue its endeavour in satisfying the curiosity of millions, and make television viewing as expansive and entertaining as one could imagine. “We are in India for the long haul,” concludes Johri. The past few years have brought rich dividends. Launch of local languages, investment in programming, execution of high-decibel local productions, a robust distribution system, and the widening of the viewership base – all combine together for a victorious innings for Discovery Group in India. As viewership patterns change over the years, it will be interesting to see how the international giant manages to adapt itself to Indian broadcast complexities.
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TRAI releases pre-consultation paper for inputs on ‘National Broadcasting Policy’
Written comments have been invited from the stakeholders by October 10, 2023
By e4m Staff | Sep 21, 2023 3:44 PM | 5 min read
The Telecom Regulatory Authority of India (TRAI) has issued a pre-consultation paper asking inputs for formulation of "National Broadcasting Policy".
TRAI has shared that in line with the existing National Digital Communications Policy – 2018, the possible structure of ‘National Broadcasting Policy’ may be as follows- Preamble, Vision, Mission and Objectives. The authority said that against each objective, possible goals and the probable strategies for achieving those goals needs to be identified.
According to TRAI, the policy is required to address the broadcasting sector in a comprehensive manner. It should deal with all the aspects related to content certation, content delivery/ distribution, assimilation, introduction of new technologies and role of different institutions for the growth of the sector. It has to appropriately look into aspects of capacity building, skilling, future institutional framework etc. An analysis of global best practices may also help in defining various aspects of the policy.
TRAI also mentioned that at this stage, it is important to identify the broad issues for consideration/ comments. While a comprehensive list of issues will be worked out after receipt of comments and stakeholder interactions, following broad contours may require to be inter-alia included/ addressed in the proposed policy:
Objectives
- Ensuring affordable and universal reach of Broadcasting
- Establishing India as a global Content Hub: a. Creation of global content in India b. Promoting Indian content globally c. Establishing/ enhancing institutional capacity for content creation or processing.
- Developing state-of-the-art R&D infrastructure for broadcasting sector in India. Enabling Next Generation Technologies and Services through Investments, Innovation, Indigenous Manufacturing. Leveraging Artificial Intelligence, Big Data and cloud services technologies. Separate fund for R&D and establishment of Centre for Excellence for Broadcasting sector.
- Capacity Building and Promoting Skill Development for broadcasting Sector in India. Training/ Re-skilling human resources for building New Age Skill. Promoting IndustryAcademia-Government partnerships to develop capacity and skills in line with future technological needs.
Broad Issues for Consideration
- Public Service Broadcasting in India
a) Requirement, Relevance and Review b) Support and Validation c) Content Priority d) Mandatory Sharing of television programmes e) Enhance global reach
2. Policy and Regulation
Simplifying policy & regulatory framework and adopt coherent and modernized approach for different types of Broadcasting services: o Satellite Broadcasting o Terrestrial television Broadcasting o Radio Broadcasting o Print media o Digital Media • An intermediary • Publisher of online curated content
3. Other Specific Issues for comments / suggestions:
a) Promotion of Local Content: Enhancing and incentivizing demonstration of India’s rich and diverse cultural heritage through television programmes including festivals, music, dance, art, literature, food, education, sports and more for cultural preservation and expansion.
b)Piracy and Content Security: Putting in place framework for systematic and legal redressal for piracy and copyright. To devise a multi-layer framework of security to address cyber attacks, hacking by vested interests and other security issues. To enable measures for location-free access and transmission of programmes for broadcasting sector using cloud storage.
c). Technology Innovation & Standardization: To promote conducive environment for experimentation and innovations in the space of broadcasting technology. Establishing a broadcasting Standard Development Organization as an autonomous body with effective participation of the government, industry, R&D centres, service providers, and academia to drive consensus regarding standards to meet national requirements including security needs and interoperability to avoid ewaste.
d) Separate Regulatory Authority for Broadcasting: Currently Telecom Regulatory Authority of India (TRAI) regulates the Television Broadcasting Sector. TRAI regulates both the Telecommunications and the Broadcasting sector. It is understood that stakeholders have made submissions for having a specific regulator for Broadcasting sector. Accordingly, it is to explore the need for a separate regulator for broadcasting services and if yes, the suggested statutory and organisational structure of such regulator.
e)Robust grievance redressal mechanism: Ensuring adherence to Program Code and Advertisement Code. Establishing effective institutional mechanisms to protect consumers’ interests including Ombudsman and centralized web-based complaint redressal system.
f) Role of Broadcasting during Disaster: Framing and enforcing standard operating procedures to be followed during disasters and natural calamities, including sectoral guidelines for disaster response and recovery. Broadcasting to be used as rapid dissemination of early warning disaster notifications. viii. Audience Measurement System: Essential to ensure transparent and credible audience measurement system. Framing of guiding principles for viewership rating framework in India.
Animation, Visual Effects, Gaming and Comics (AVGC) segment: Develop, support and unleash the scope and reach of AVGC sector in India to become a torch bearer of “Create in India” and “Brand India”.
In a letter dated July 13, 2023, MIB has requested TRAI to give its considered inputs under Section 11 of the TRAI Act, 1997 for formulation of the National Broadcasting Policy. In its letter, the Ministry of Information and Broadcasting (MIB) has mentioned that the broadcast policy needs to identify the vision of a functional, vibrant and resilient broadcasting sector which can project India's diverse culture and rich heritage and help India's transition to a digital and empowered economy.
“In the light of the potentialities and intersection with national goals, a National Broadcasting Policy stipulating the vision, mission, strategies and the action points could set the tone for a planned development and growth of the Broadcasting sector in the country in the era of new and emerging technologies,” said MIB.
TRAI said that with this background, a pre-consultation is being done with all the stakeholders to elicit the issues which are required to be considered for formulation of "National Broadcasting Policy". TRAI said that written comments on the pre-consultation paper are invited from the stakeholders by October 10, 2023.
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Include distributor bouquet pricing autonomy issue in consultation paper: MIB to TRAI
The ministry has asked the regulator to consider AIDCF's request for allowing TV distributors the autonomy to break broadcast bouquets
By e4m Staff | Sep 20, 2023 8:43 AM | 1 min read
The MIB has sought inclusion of the issue of granting autonomy to TV distributors in bouquet formation in a TRAI consultation paper, media networks have reported.
The consultation paper titled "Review of Regulatory Framework for Broadcasting and Cable Services" was released on August 8.
https://www.exchange4media.com/media-tv-news/review-of-broadcasting-cable-services-rules-trai-extends-deadline-to-submit-comments-129538.html
The ministry has written to the TRAI Secretary to consider AIDCF's request for allowing TV distributors the autonomy to break broadcast bouquets.
As per a report, TRAI's legal team is studying the MIB letter and is set to decide after consideration of the legal opinion.
In November last year, TRAI came out with the third amendment in the tariff order, putting a ceiling of Rs 19 per TV channel for inclusion in bouquet among other provisions. Issues have been raised on the order by distribution platform operators (DPOs) and local cable operators (LCOs). Some were addressed and some still remained.
https://www.exchange4media.com/media-tv-news/trai-issues-consultation-paper-for-reviewing-broadcast-cable-service-regulatory-framework-129036.html
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Demand immediate withdrawal of boycotting 14 prominent TV anchors: Supriya Prasad
The Broadcast Editors Association held an emergency meeting of members against the decision of the opposition alliance
By e4m Staff | Sep 19, 2023 10:27 PM | 1 min read
An emergency meeting of members of the Broadcast Editors Association, the apex body of editors of national and regional television news channels across the country, was held on September 19.
Under the chairmanship of Supriya Prasad, News Director of 'Aaj Tak', 'Good News Today' and 'India Today', several resolutions were passed unanimously in this meeting held at India Today Group Mediaplex located at FC-8 in Film City Sector 16A, Noida. .
At the meeting, the Broadcast Editors Association condemned the recent decision of the opposition alliance 'Indian National Developmental Inclusive Alliance' (I.N.D.I.A.) to boycott 14 prominent TV anchors. The Broadcast Editors Association said,”By taking such a decision, the opposition alliance has not only put the lives of our journalists and anchors at risk, but has also displayed intolerance. We demand immediate withdrawal of this list keeping in mind the well-established democratic principles.”
In this meeting, President of 'Broadcast Editors Association' Supriya Prasad, Rahul Kanwal, Amitabh, Navika Kumar, Sanjeev Paliwal, Rajneesh Ahuja, Aishwarya Kapoor, Abhishek Kapoor, Deepak Chaurasia, Sukesh Ranjan, Sumit Awasthi, Rubika Liaquat, Amish Devgan, Anil Singh. Many well-known journalists including Sant Prasad Rai, Sanjay Bragta, Sudhir Chaudhary, Gaurav Sawant and Snehanshu Shekhar participated.
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BEA calls ‘urgent’ meet to discuss reports of I.N.D.I.A CM stopping ads on some channels
The meet will be held tomorrow
By e4m Staff | Sep 18, 2023 6:38 PM | 1 min read
Broadcast Editors' Association (BEA) has called for an “urgent” meeting to discuss reports that 11 chief ministers who are part of the I.N.D.I.A alliance are considering to stop advertising on some TV channels that they believe are pro-BJP.
The BEA's General Body meeting is scheduled to be held on Tuesday, 19th September, 2023 at 14:00 hrs at India Today Group Mediaplex.
“The recent decision of India Alliance to boycott certain journalists forced us to meet on urgent basis. Therefore, this meeting is called on very short notice,” stated an invite sent out by BEA President Supriya Prasad.
The agenda of the meeting, according to the invite, is: to discuss election for the new executive committee of BEA, to discuss ban on few Journalists by INDIA and any other issue with the permission of the President.
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Broadcasters can now access Respondent Level Data weekly by paying Rs 15 lakh per annum
The data will be released every Thursday
By Naziya Alvi Rahman | Sep 18, 2023 6:07 PM | 2 min read
After a month-long wait, BARC on Monday evening finally fixed the price for Respondent Level Data at Rs 15 lakh per annum for the broadcasters. The news has been shared with exchange4media by highly placed sources in the industry.
As of now, only agencies have access to Respondent Level Data at a cost of Rs 60 lakh per annum. exchange4media had earlier reported that BARC was planning to make the Respondent Level Data available to broadcasters at a more reasonable price compared to what agencies pay for it. Suggestions for the price at which the data should be made available to broadcasters was shared with the BARC board members for approval last week.
The details of the price were shared by BARC with broadcasters on Monday evening.
In a letter written to broadacsters, BARC said Respondent Level Data (RLD) will be made available weekly to broadcasters, starting with the data of Week 40, on 12th October 2023.
“BARC India is pleased to announce that Respondent Level Data (RLD) will be made available weekly to Broadcasters, starting with the data of Week 40, on 12th October 2023. Like the currency data, RLD will also be released every Thursday by 2 PM to subscribers of this data,” it stated.
“The RLD provided will adequately be anonymised to maintain the integrity of panel homes, not include OOH data and have Individual level data but not Household level information,” read the letter.
The letter further stated:
RLD is the final validated viewership and has demographic details of each panellist which is aggregated in YUMI in order to produce the final published audience estimates. The data enables end-users to link a particular panellist, or group of panellists, to understand how their viewing may have evolved over time with respect to a channel, or their competition. This will be possible since they will have the ability to view the viewership details, panellist by panellist, at a minute-by-minute level.
The individual level RLD will be released simultaneously in three component parts every week:
1. Demographic Files - which provide a unique anonymised ID for each panellist along with their demographics and the daily weights which they have been assigned.
2. Viewership File - which provides for each panellist their viewing for each day of the week, in particular, which channels were viewed and at what times of the day.
3. Playout File- which provides the playout data for each channel across all minutes of the week (as it currently appears in YUMI).
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Cricket World Cup to generate Rs 20-22bn in ad rev on TV/digital platforms: Karan Taurani
According to Taurani, the digital revenues for CWC may prop significantly this year
By e4m Staff | Sep 18, 2023 5:33 PM | 5 min read
Market research company Elara Capital has released a Consumer Discretionary report on the upcoming Cricket World Cup. According to Karan Taurani, Senior VP, Elara Capital, one can expect the tournament to generate Rs 20-22bn in ad revenue on TV/digital platforms combined. Taurani states that the digital revenues for CWC may prop significantly this year.
Here are excerpts from the report.
Consumption to wax with Cricket World Cup
Favourable timings to boost viewership
India is hosting the Cricket World Cup (CWC) after 12 years (through 5 October-19 November 2023). For the first time, India will host all the matches solo – Earlier, other Asian nations have co-hosted with India. Favourable timings (matches will begin at 10:30 IST/14:00 IST) may boost consumption of the property on TV/digital platforms. Expect the CWC to generate INR 20-22bn in ad revenue on TV/digital platforms combined. And digital revenues for CWC may prop significantly this year as: 1) timings are favourable (viewers may watch the first half of the match on OTT) and 2) CWC will be available free for all mobile users on Disney+ Hotstar app. In terms of TV advertising, expect a 6% CAGR versus the prior edition of the CWC in CY19. For the digital medium, CAGR may touch 21% versus 2019 levels.
Consumer discretionary – Win-win proposition
The CWC may positively impact online food ordering for aggregators such as Zomato/Swiggy. Through 2019 and prior world cups, JUBI alone saw a boost in SSSG (higher SSSG growth of ~3% in the CWC quarter) due to best experience offered in food delivery. But this time, expect other categories – burgers, fried chicken and biryani – to perform well, led by higher penetration of online aggregators, and likely replication of JUBI’s delivery experience. Also, pizza may see significant demand (preferred by large groups). But the segment is highly fragmented with many competitors in the fray, which may dampen prospects of a big delta/advantage for JUBI in this CWC. QSR/food tech companies may see a positive impact of 6-8% (2%-3% higher quarterly growth in Q3FY24) from higher orders during the CWC (six weeks). The alcobev industry may see a boost in consumption as beer volumes have an on-premise share of ~30% – Premium beer such as Corona, Heineken, Bira and Budweiser could see strong growth. Within spirits, scotch whiskey and upper prestige could see a boost in volume growth due to higher on premise share (~40%). We estimate positive impact of 4%/6% (1.5%-2% higher quarterly growth in Q3FY24) for overall whiskey/beer volumes in October-November due to the CWC. Bars/pubs may see better occupancy, which may positively impact alcobev volume growth in Q3FY24.
TV advertising (non-cricket) may be strained
In the past year, many consumer tech companies (edtech, fintech, foodtech and e-commerce) have shifted focus to profitability, thus curtailing ad spends. This has hurt the market as regards ad spend growth on TV/digital. These verticals have not yet made a come-back in terms of larger ad budgets, and the market is depending on larger, traditional verticals such as FMCG, Auto and Telecom. Expect TV ad spends for GEC-based players – Zee Entertainment Enterprises (Z IN) and Sun TV (SUNTV IN) – to see a mild strain in Q3FY24, due to spends being diverted to cricket. But the positive impact from the festival season may largely offset this hit. The mix of advertisers has also changed – from new-age plays to traditional verticals – which has hit the overall pricing (sports and GEC). ZOMATO, UBBL, DEVYANI, WLDL and UNSP seem to be the key beneficiaries from the overlap between the WC and the festive season which will boost overall consumption.
Cricket World Cup adex
CWC 2023E to yield 20% more TV adex than 2019
The upcoming CWC may generate at least 20% more in TV adex than it did in 2019. Sports advertising revenue has witnessed a CAGR of ~20% in CY15-22. And for 2023 CWC, advertising yields are at a mild premium vs 2019 pricing levels, indicating that the same pricing structure is being maintained. Most International Cricket Council (ICC) event sponsors are Indian brands and have committed substantial investments.
Digital adex: CWC 2023E to grow at least 70% versus CWC 2019
In contrast, digital adex for 2023E CWC may likely grow at least 70% more than the prior editions led by: 1) favorable timings (viewers may watch the first half of the match on OTT), 2) CWC will be available free for all mobile users on Disney+ Hotstar app and 3) better growth in digital advertising versus traditional media. CWC 2023 may see a similar growth as in digital ad spends during the Indian Premier League (IPL) in 2023. While the absolute value of digital advertising may not be as high as TV advertising, the growth rate may be higher. Cricket has gained popularity on digital platforms, and lower advertising prices on digital channels have allowed many brands to participate. In 2019 CWC, digital advertising-led revenue ranged within INR 4,000-INR 5,000mn. Asia Cup may generate TV adex within INR 3,000-INR 4,000mn.
Consumption boost during CWC
Sales/volume growth higher in CWC quarter Consumer Discretionary, especially Food & Beverages and Alcobev, has seen a correlation with the past two CWCs (in 2015/2019). Per our findings, SSSG/volume growth in the CWC quarter surpassed the annual SSSG/volume growth in the past two CWCs. JUBI’s annual SSSG dipped 4.5% YoY in FY15 whereas in the CWC quarter, the SSSG rose 6.6% YoY. In 2019 CWC quarter too, JUBI’s SSSG was much higher at 4.5% YoY versus an annual average SSSG of 1.7% YoY in FY20. For Alcobev, the delta was visible (on high ‘on-premise’ growth) more for beer – UBBL’s annual volume pared 4.2% YoY in FY20 but volume grew 5.6% YoY in CWC quarter.
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Avinash Pandey re-elected as NBDA President
MV Shreyams Kumar re-elected as Vice President and Anuradha Prasad Shukla too will continue as Honorary Treasurer of NBDA for the year 2023-24
By e4m Staff | Sep 18, 2023 4:44 PM | 1 min read
Avinash Pandey, CEO of ABP Network, has been re-elected the President of the News Broadcasters & Digital Association (NBDA).
According to sources, there is no change in the management. MV Shreyams Kumar, Managing Director of Mathrubhumi Printing & Publishing Co. Ltd., has been re-elected as Vice President, and Anuradha Prasad Shukla, Chairperson-cum-Managing Director, News24 Broadcast India Ltd., will continue as Honorary Treasurer of NBDA for the year 2023-24.
The election process was followed by the new office-bearers having lunch with MIB Secretary Apurva Chandra.
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