South Story: What's in store for media industry in 2023

From more growth for TV advertising to further push to digital transformation, here’s what experts predict for the next year

e4m by Nilanjana Basu
Published: Dec 30, 2022 9:02 AM  | 7 min read
trends

South of India, with its massive regional content and a varied audience, has had a very fruitful 2022. The media industry in the south is growing at a phenomenal pace. All the five states have seen an improvement in their advertising rates and are looking at next year with tremendous opportunities. Television, print and digital, the main sources of media in the south, have different trends coming up, and we are all eyes for it.

According to a report by the Confederation of Indian Industry in April this year, media and entertainment industry in South India grew at a compound annual growth rate (CAGR) of 15%. With the year having seen a successful festive period, growing knowledge of regionalization and content in the south reaching more households across other parts of India, this category of Southern media becomes an important pick to watch out for.

Experts from the field share what trends they saw during the year 2022 in India’s media in the south and put forward their predictions for 2023.

 

Television

According to Krishnan Kutty, Business Head of Disney Star, linear TV continues to be a habit amongst TV households in the south. “As many as 32 million additional NCCS AB audiences were added on TV over the past three years in the southern states. Primetime in India is family time. Indian families have a preference for collective content viewing, this holds true in the south markets too,” he shared.

Kutty also talked about the kind of shows that have done well for the south television this year. “Regional is the new global. Rooted stories from the south have performed very well across India this year. Both scripted and non-fiction adaptation of south shows continue to do well across markets (Karthika Deepam (Telugu), Mouna Ragam (Telugu) and Start Music (Tamil) were all hits across languages.”

 

Talking about what kind of changes or trends we can expect for southern television industry, he says, “TV advertising will continue to be the fastest and most effective way for brands to build awareness and salience among consumers. TV advertiser base will expand – driven by retail advertisers in south and businesses in smaller towns. South content will continue to succeed pan India in 2023. Original ideas from the south, both scripted and non-scripted, will continue finding resonance across India. TV brands and characters will expand their reach more effectively with the world of social.

 

 

Print

The print industry in south is seeing a recovery in terms of ad expenditure, but is still coping with the pandemic slowdown. According to Varghese Chandy, Vice President, Marketing & Advertising-Sales, at Malayala Manorama, in terms of advertising revenue, 2022 has been the year of recovery for most media, particularly print. “We have seen that we reached the 2019 level in the last quarter. Most of the retailers have done well in catering to the pent-up demand, and for them, print had been the primary medium especially during the festive seasons.  Circulation drop had been the least affected for Kerala papers during Covid. So we are all working towards the pre-Covid numbers,” he shared.

Pradeep Gairola, VP and Business Head- Digital of The Hindu, also had similar views for the print industry. “For legacy publishers, 2022 was a year of growth. Most of them are likely to be back to the pre-Covid levels of revenue. Given that publishers were able to optimise their cost structure during Covid, the rebound in revenue is likely to result in a healthy bottom line for them. However, due to the dramatic increase in the newsprint price because of the Ukraine-Russia war, publishers are under pressure and are cautious about the events that unfold in the next few months,” he explained.

In 2022, the dependence of publishers on government advertising increased and the resurgence of the retail sector pushed publishers to generate more local and regional content.

For 2023, Varghese Chandy believes the existing challenges will persist, but certain categories might pull through.

“Yield has been a challenge and it will continue to be so. So will be the bottom line, as the escalated newsprint prices are nowhere near the prices a year ago. Lot of categories like consumer durables and mobiles will come back in a big way to print as print is definitely delivering results. Tourism and allied businesses like hotels, airlines will do well. Retail will continue to grow and will be a big contributor to print advertising. Categories like health, education etc will continue to be important categories for print. Increased attention will be on transforming space sellers to solution providers. Hence focus on events, activation, BTL activities, strategic partnerships etc will be on the rise,” Chandy opined.

Pradeep Gairola believes there is potential for growth for a struggling print industry. “GroupM has projected about 16.8 per cent growth in advertising in 2023, so legacy publishers are quite hopeful of another good year. Given that 2024 is an election year, chances are that in 2023, the ad spends of various governments and political parties are likely to increase and help the legacy media,” he mentioned.

“Legacy publishers are quite cautious about the newsprint prices and are likely to increase the cover price of their news products. Increasingly, publishers are becoming aware that there may be opportunities for them to ask their readers to pay more for paper products. India, after all, has the cheapest cover price for newspapers in the world. Even countries like Pakistan (Rs. 25/-). Sri Lanka (Rs. 50/-), Bangladesh (Rs. 12/-) etc have substantially higher prices for their papers,” added Gairola.

 

 

Digital

The digital media in the south has seen the most growth in the past year. Digital transformation is happening at a rapid pace and the southern states are making the most of it.

According to Gairola, digital transformation efforts are likely to get a further push with the legacy publishers, who are increasingly aiming to develop an audience- first approach to business. For most of them, the challenge is not only to acquire new users in digital, but also to ring fence their existing subscribers of the legacy products, who are increasingly becoming digital savvy.

“While the current tax structure is not friendly for bundled products of paper and digital, it is very likely that Indian publishers, like their international counterparts, will start pushing the agenda of unified audience, which is print plus digital. As we see in the international markets, publishers like FT, WSJ, and NYT etc only mention their combined subscriber base and do not distinguish between print or digital, the same is likely to start gaining some roots in India in 2023.”

Talking about OTT and other forms of media like podcasts, Gairola shared, “Digital is likely to see higher commitment and experimentation from publishers to develop reader revenue. Attempts to reduce dependence on advertising by building diversified revenue streams is also likely to gain more roots. Due to AVOD offerings from OTT players, the competition for the video ad dollars is likely to intensify further. While the supply side of video has increased dramatically, the advertiser appetite has not kept pace. This is only going to get worse in 2023.”

“Podcasts have started gaining traction in India, however, advertising is still alluding to the audio efforts. In 2023, audio is likely to gain a critical mass and emerge as a medium of interest for larger advertisers.

Pure play digital display ads are likely to lose share as publishers will try to move up on the value chain by providing customised solutions to the advertiser. Other sources that are likely to gain traction include newsletters, events, commerce, affiliate revenue, etc.”

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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

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.

 

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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

Jain

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.

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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

Mayur Aggarwal

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."

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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

Jiya

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

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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

Rubika

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.

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Aaj Tak ranks highest in reach in mobile video news category: Nielsen

The analysis, for March 2023, encompassed 32 Hindi TV news brands available on respective mobile applications, YouTube channels and websites

By exchange4media Staff | Jun 2, 2023 9:16 AM   |   2 min read

aajtak

Aaj Tak has once again secured the top spot in reach in the video news category, as per Nielsen’s Confluence solution covering 15-44 year olds from NCCS ABC households, from India's one lac+ towns, and are users of Android smartphone.

The analysis encompassed 32 Hindi TV news brands available on respective mobile applications, YouTube channels, and websites, providing a holistic view of audience engagement across multiple digital platforms. Viewers accessing news only on Aggregators or 3rd party apps such as social media feed are not covered unless the click opens the browser window outside the app to the news website. 

“The success of Aaj Tak can be attributed to its extensive reach, capturing the attention of audiences accessing the app, website, and YouTube channel on their smartphones.  Nielsen’s solution, Confluence, based on which this report has been prepared, considers news domains of Hindi news channels, focusing on Aaj Tak's website (www.aajtak.in), accounting for both video and text content consumption on the platform, further solidifying Aaj Tak's dominance,” read a press release from the channel.

Sharing his thoughts on the findings, Salil Kumar, CEO of India Today Group Digital, expressed his pride in being ranked as the top Hindi news channel. He emphasized that this accomplishment is a testament to their unwavering dedication to providing their viewers with precise, real time, and accurate news. Salil Kumar extended his gratitude to the Indian audience for their loyalty and trust in Aaj Tak, making it their preferred source of news.

The Nielsen’s Confluence solution provides reach, behavior and engagement from its Android smartphone panel (covering content watched on YouTube and top VOD brands) including news watching behavior. By maintaining its leadership position, Aaj Tak has again demonstrated its dedication to providing its viewers with the highest quality news content.



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Dish TV dismisses request for EGM to remove independent shareholders: Report

The group called for the removal of Shankar Aggarwal and Rashmi Aggarwal who are independent directors

By exchange4media Staff | Jun 2, 2023 8:46 AM   |   1 min read

Dish TV

A news report said that the Essel Group-owned Dish TV has rejected requests from a specific group of 77 shareholders to hold an extraordinary general meeting (EGM) to oust two independent shareholders over concerns about their independence.

The notice for EGM was issued on 15 May by the shareholders who represented 10.15% ownership. The group called for the removal of Shankar Aggarwal and Rashmi Aggarwal who are independent directors and replacing them with Badri Narayanan, Satis Kumar Yanmandra and Jeet Sen Gupta.

Dish TV notified in an exchange filing that its board turned down the request on grounds that it was invalid.

The board reportedly said that the four notices listed were not issued by shareholders on Dish TV’s register of members. Seven notices that were submitted were duplicates with the original missing.

The company added that the request for EGM cannot be accepted since the eleven notices submitted by entities like companies, trusts and partnerships were without the necessary authorization from the respective board of directors.

The group will be entitled to either send a fresh request or take the legal recourse, said the company.

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