Television is alive and ruling the era of omni-broadcasting
Dr. Annurag Batra writes on why TV is essentially the mainstay for brand building and how television is less cluttered than any other medium
The perception is that print media brings in the bulk of moolah for media owners, while TV brings visibility for a brand, and digital is the biggest disruptor medium. In many data-forgotten conversations, it is common to hear about the imminent death of TV. Well, that’s been the topic for years now.
While some of these are true in bits and pieces, there is an overwhelming moment of truth – that TV is the face of omni-channel communications. TV is essentially the mainstay for brand building. Even if one keeps mentioning the digital rights of IPL, it is an example of digital scoring over TV.
TV - Alive and Active
It’s true that TV viewing habits have changed. TV is very much a part of our modern lives. Despite streaming, internet access and the proliferation of mobile devices, TV is still holding strong in its audience that is looking for news, edutainment, culture and brand connect. This is despite the fast-changing demographics and social context. That’s what makes the media business special, and it demands agility and hard work from its constituents.
This has been the constantly changing consumer behaviour with respect to various media mediums. The business of media has multiple channels of consumer engagement - print of varying frequency, TV, digital, events and IP. Each of the brands in these segments is not in the business of that specific channel only. They are at the forefront of the ABC business - Audiences, Brands & Communication.
According to the Pitch Madison advertising outlook 2023, linear TV advertising will continue to grow in 2023. The report says TV is still dominant, while digital has the fastest growth rate.
Major cricketing tournaments such as WPL, IPL, Asia Cup, ICC Cricket World Cup and multiple impact properties across the networks is likely to fuel TV AdEx growth.
FMCG, the largest category of TV market, is likely to substantially increase its advertising budgets, instead of reducing consumer prices because of lowering of raw material inflation, the PMAR report notes.
Despite all claims of the digital medium’s convenience, it has issues of broken trust, lack of reputational moat, and concerns of brand safety. Digital has uncontrollable factors like fake narratives and anonymous consumers who might never exist. Unless handled well, brands could have their brand values and integrity at risk. Essentially, it is the need for media brands to embrace multi-platform delivery.
Here again, TV leads with aura and its ability to emote. TV advertising assures brand safety issues. It is still a significant influencer of consumer minds and shapes societal behaviour. No wonder brands prefer it for its safe environment as it allows brands to be seen alongside relevant quality content, and when consumers are hooked to the screen - be it news TV or General Entertainment or reality TV.
Television is less cluttered than any other medium. There are over 12,000 brands that advertise on TV. While print sees over 2.2 lakh advertisers, there are more than a million on digital. TV advertising generates cost-efficient reach, at higher levels of spending. TV is powerfully relevant in this age of accountable and data-driven advertising. Video is that differentiator, which is helping this ability to balance traditional and digital channels, unlike any other marketing medium. This is where critics of TV fall short of reasoning - video has been that glue for many years now.
It is important to see for oneself the adulation and celebrity status that many achieve due to their presence on TV - be it stars of daily soaps or TV news anchors. For example, there are many successful entrepreneurs, especially in the e-commerce space. Some of them are now larger-than-life celebrities, thanks to their appearance on programmes like Shark Tank or regular commentaries on CNBC. Again, TV is shaping mass reach and empathetic audience connect. Television has proven repeatedly that it amplifies wider and faster. In the context of digital media, we see social media influencers getting TV shows as an outcome, while TV stars are starting online shows. In the narrative of the creator economy, TV builds credibility.
Let me give you three examples to show how TV builds brands - whether FMCG or human brands.
Also, for news TV, or GECs or Reality TV, television is doing its role of building human brands to the encore.
My first one - Being the founder of exchange4media and the founder of the e4m news broadcasting awards, I knows all major news anchors in India and a lot of them are friends, and when I am out with them I see the kind of fan frenzy and attention they are getting. Let me give you the example of Sudhir Chaudhary who now does the show ‘Black And White’ on Aaj Tak, and then ‘Seedhi Baat’, also on Aaj Tak. Whenever I am with Sudhir in a public space, he pretty much gets mobbed and how. He is super popular and is big on digital. But TV is what has built his aura and persona with his days at DNA, Zee News and now Aaj Tak. This is the power of news TV.
Second - I have known some celebrities who are entrepreneurs on ‘Shark Tank’ before their pre-Shark Tank days. However, they were super successful even before ‘Shark Tank’ but they have become celebrities after appearing on the show. Take the case of my friend Aman Gupta of boAt. Aman is a celebrity in his own right because of 'Shark Tank', and because of his authenticity and the large business that he has built. This is the power of 'Shark Tank'.
Third - I met a young dentist who wanted to be an actress and ended up entering 'Bigg Boss'. The show helped her build her celebrity credentials and now people come up to her for a selfie at airports and temples. Soundarya Sharma is even getting called to open new stores and cut ribbons and gets paid for the same. This is the power of 'Bigg Boss'.
Today whatever content comes on TV gets amplified on digital and vice versa. Influencers are getting shows on TV, and TV stars are starting online shows.
In the era of OTT and the digital and creator economy, mainstream TV is by far still the most sure way to build a brand and also credibility.
No wonder start-up businesses raise capital and have to build a brand in a short time once they go on TV.
Let me give you an example. D2C brands, direct-to-consumer, and digital-to-consumer brands are going to modern retail trade, general trade and taking the physical stores and physical retailing to grow their brand beyond a certain number. D2C is giving way to omni-retail. In a similar way, TV is the way to go omni-broadcasting. Many years back, Amit Khanna, the media veteran, in a chat with me, almost a decade or more back, had spoken about round-casting, which is giving way to omni-broadcasting.
TV - a responsible role model
To build on their social responsibility, TV broadcasters have to continue being relevant to their advertisers and viewers, and vice-versa. This is where TV sector needs further focus.
Younger Leaders: TV broadcasting has experienced and successful broadcasting veterans. With shifting demographics and the need for energetic and differentiated leadership, the sector needs to groom younger millennial CXO leaders. This is what could fast track the move from broadcasting to omnicasting.
Controlling Costs: The business of TV has to stay profitable and continue to invent newer emerging technologies. However, in the name of creativity and innovation, businesses cannot throw away the responsibility of cost consciousness. How does one balance costs with experimentation for the long term?
Understanding your core audience and getting your creative strategy and flawless execution to appeal to your audience is a must. That would, in turn, create consumer engagement as well as emotional impact around your TV brand. Well, that’s the trick to do ‘dhanda’ - it simply drives up sales.
Don’t make decisions for your viewers: Present them the narrative and content. Let them decide what’s best for them.
How to grow the overall viewership pie in all genres: This is the biggest question concerning media and TV executives. The answer is simple and yet complex - differentiated content, aggressive consumer marketing, and deeper formats.
TV is still incredibly relevant in this age of measurable, data-driven and high-expectation advertising. TV is increasingly available in larger and wider screens with better resolutions than ever before - to suit consumers' wallets and aesthetic preferences. Consumers have also learnt to seamlessly toggle between TV content on television, and on their (mobile) screens, which are getting smaller than ever before. That’s the power of TV. Size doesn’t matter but understanding the consumers does.
Dr Annurag Batra has been a media commentator and analyst for 22 years and has been writing on business, media and start-ups for the last two decades. He is the Founder & Editor-in-Chief of exchange4media and Chairman & Editor-in-Chief of BW Businessworld.
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Active subscriber base of Pay DTH up by 1.59% in Q3: TRAI
The total active subscriber base has increased from 65.58 million in September 2022 to 66.62 million in December 2022
By exchange4media Staff | Jun 1, 2023 8:34 AM | 2 min read
The active subscriber base in the pay direct-to-home (DTH) industry has increased by 1.59%. According to the latest Performance Indicator Report (PIR) from the Telecom Regulatory Authority of India (TRAI), private DTH companies added 1.04 million paid active subscribers as on December 31, 2022 compared to September 30, 2022.
Pay DTH has attained a total active subscriber base of around 66.62 million. This is in addition to the subscribers of the DD Free Dish (free DTH services of Doordarshan). The total active subscriber base has increased from 65.58 million in September 2022 to 66.62 million in December 2022.
In terms of market share, Tata Play's share was 32.70% for the quarter. Bharti Telemedia's (Airtel DTH) market share was 26.35%, Dish TV had 22.36% market share during the quarter and Sun TV Direct TV had 18.59% market share.
Cable TV Sector
According to the report, as on 31st December 2022, there are 1748 MSOs registered with MIB. As per the data reported by MSOs and HITS operators, there are 12 MSOs & 1 HITS operator who have a subscriber base greater than one million. GTPL Hathway had the highest subscriber base of over 8 million followed by Siti Networks Ltd with over 6 million and Hathway Digital with over 5 million subscribers.
FM Radio Service
Apart from the radio channels operated by All India Radio – the public broadcaster, as per the data reported by FM Radio operators to TRAI, as on 31st December 2022, there are 388 operational private FM Radio channels in 113 cities operated by 36 private FM Radio operators.
As compared to the previous quarter, there is no change in the number of operational private FM Radio channels, cities and FM Radio operators.
The advertisement revenue reported by FM Radio operators during the quarter ending 31st December 2022 in respect of 388 private FM Radio channels is Rs 427.18 crore as against Rs.385.86 crore in respect of 388 private FM Radio channels for the previous quarter.
Pay TV Channels
As per the reporting done by broadcasters in pursuance of the Tariff Order dated 3rd March 2017 as amended, out of 892 permitted satellite TV channels which are available for downlinking in India, there are 357 satellite pay TV channels as on 31st December 2022. Out of 357 pay channels, 254 are SD satellite pay TV channels and 103 are HD satellite pay TV channels.
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TV top choice for kids despite popularity of digital platforms?
Experts from television industry say children nowadays look for stories and conversations that are both relatable and engaging
By Aditi Gupta | May 31, 2023 8:42 AM | 7 min read
Television, it seems, remains the top screen choice when it comes to kids’ genre despite the growing popularity of digital platforms like YouTube and OTTs.
Speaking to exchange4media about the way kids consume content, especially during summer vacations, and how it impacts viewership and advertisers, experts from the television industry said children nowadays look for stories and conversations that are both relatable and engaging.
Uttam Pal Singh, South Asia – Head of Kids Cluster, Warner Bros Discovery, opined, “Currently, there is a notable trend in India, where OTT and TV co-exist. Despite the increasing popularity of digital platforms, TV remains significant, as 98% of Indian households have single TV.”
He said this makes co-viewing an essential aspect of viewership, particularly when it comes to kids' programming.
Quoting the KPMG's 2022 Analysis, Singh said TV penetration in India is estimated to reach 76% in 2026 compared to 70% in 2020, with TV-viewing individuals reaching 900 million.
“For kids, animated content rules both on television and on digital. However, TV has mass appeal and remains top choice for kids' entertainment, surpassing other options. Indian kids TV broadcasters are investing more on locally developed and produced content which reigns in popularity,” Singh said.
Expressing a similar viewpoint, Ronojoy Chakraborty, Head-Programming, Sony YAY!, shared, TV remains the top choice for kids, and as per a 2022 survey, about 57% of kids preferred watching TV while 33% watched both and only 10% watched content on just OTT.
“We released Searchlight 2022, a survey that we conducted in association with Kantar Research to understand the habits and preferences of kids better. As part of the research, we found that about 57 per cent of the kids surveyed preferred watching TV. Only 10 per cent watched content on OTT and 33 per cent watched both.
“The way kids consume content has changed over the last several years owing to multiple reasons. However, when it comes to the kids’ genre, TV continues to be their screen of choice. As category leaders, we are consistently curating new concepts in content for kids to keep them entertained,” Chakraborty said.
He, however, said that Sony YAY! is adapting to the changing landscape by embracing digital strategies to take the experience beyond television.
Talking about the change in the way kids consume content and impact on viewership, Singh said, “These are fascinating times we live in. Children nowadays are confident in expressing themselves and have clear preferences for the content they enjoy and want to see. They look for stories and conversations that are both relatable and engaging.
“We constantly strive to understand our audience's preferences to ensure we deliver the best possible content. For example, we recognised the increasing popularity of Japanese Anime among young adults and children due to the increased exposure to global and local content in the last few years,” he said.
Singh also said that offering content in various Indian local languages has contributed immensely to the success in kids genre and increased viewership in recent times.
“Another important factor contributing to our shows' success, whether original or acquired, is providing content in local languages. To that effect, we have made a strategic effort to expand our offerings in Hindi, Tamil, Telugu, Kannada, Malayalam and Marathi. It is a prime driver that has led to increased viewership for this genre in recent years,” he told e4m.
In a recent interaction with e4m, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, spoke about how their channel Nickelodeon keeps kids interested in its content despite there being so many options available with them to watch content on multiple platforms.
She had said that “despite the fragmentation and choices that children have today, they realise that the content given on the kids genre or on Nickelodeon is tailored for them.”
As summer vacations are going on, channels like Cartoon Network, POGO, Discovery Kids, Sony YAY! and Nickelodeon have come up with new content line-ups for kids.
Sharing the line-up and formats across Warner Bros Discovery’s network channels – Cartoon Network, POGO and Discovery Kids, Uttam Pal Singh said, “We ringed the summer season with new offerings, giving our fans (kids, young adults and families) relatable storylines and engaging formats to enjoy.”
“We kickstarted the summer on POGO with the celebrations for 15 golden years of the beloved 'Chhota Bheem' birthday with #HBDBheem campaign and the premier of globally popular 'Mighty Little Bheem' for the first time on Indian Television.
“Moreover, we have 'Chhota Bheem' Big Pictures, a new format of presenting stories for the flagship IPs. For Mother’s Day celebration, we had 'Little Singham YudhKaal’ adventure between Little Singham and his mother and 'Tittoo' movie premier on POGO,” he told e4m.
For Cartoon Network, Singh said, “We announced the 'CN Superhero Summer' campaign and kicked off the excitement with the launch of 'Dragon Ball Z Kai' show which will continue to engage and excite the Otaku community and fans along with new episodes of the superhero action-comedy 'Teen Titans Go!'.
“Lastly, 'Kris, Roll no 21' and 'Mr Bean: The Animated Series' on Discovery Kids with 'Non-Stop Masti Summer' will continue entertaining audiences throughout the summer,” he said.
Sharing the lineup for Sony Yay! Chakraborty said, “Our new lineup of shows this summer include brand new episodes of the popular show Oggy and the Cockroaches, featuring the beloved character Oggy and his mischievous arch-nemesis, the cockroaches. Oggy and the cockroaches Next gen which showcased the fun banter of Oggy and his friend Piya the baby elephant.”
Experts also said that due to the increased co-viewership in kids’ genre, brands across categories like food and beverages, stationary, personal care and home care have been advertising with the channels.
“TV has strengthened its position as a family-viewing platform in India, with the kids’ genre as the key contributor. Thanks to the immense popularity of Cartoon Network, POGO, and Discovery Kids characters and the loyal viewer base, brands across categories such as snacks/food & beverages, student stationary, personal care/hygiene, home care, and consumer durables have contributed to our channels.
“For the summer campaigns, brands that have traditionally advertised on television continue their commitment with new shows and IPs for their campaigns and new brand launches. We also have brands who are advertising on Kids TV for the first time purely due to the immense popularity of our iconic characters Chhota Bheem and Little Singham,” Singh said.
According to Chakraborty, Sony YAY! has onboarded advertisers who are dedicated to providing an incredible experience for kids and their families.
“Our advertisers primarily belong to categories that revolve around products specifically designed for kids and mothers. These categories include Food and Beverages, Personal Care/Hygiene, Laundry, and Household Products.
“In addition to the brands on the channel Sony YAY! also has an exhaustive portfolio in its Licensing and Merchandising business. The L&M portfolio includes over 100+ homegrown toons and the brand is also the Master licensee for popular characters like Oggy and the cockroaches and Naruto in India,” he said.
Viacom 18’s Jaipuria had earlier told e4m that, "On the channel, advertisers normally come as a whole for summer. So it's not like they come for just a specific show unlike GEC where advertisers want to spend on one specific show. Hence, the channel is sold as a channel and not as a slot."
Speaking on the ad rates she had said, "I would love to get far more because we have a reach higher than a lot of other genres but we don't get paid what we deserve. But like I said, over the years, and because I've seen the space grow, of course, we've moved into a trajectory where advertisers are now willing to pay us good money, but not the best.”
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NBCUniversal & JioCinema strike multi-year partnership
Viewers will have access to shows like Downton Abbey, Suits and The Office
By exchange4media Staff | May 29, 2023 2:29 PM | 3 min read
NBCUniversal (NBCU) and JioCinema have entered into a multi-year partnership bringing thousands of hours of NBCU films and TV series to India.
This partnership significantly bolsters JioCinema’s program offering and ensures that their viewers will be able to enjoy titles from NBCU’s world-renowned content portfolio. That portfolio is fuelled by Comcast NBCUniversal’s powerhouse production entities and brands, which includes Universal Television, UCP, Universal International Studios, Universal Television Alternative Studio, Sky Studios, DreamWorks Animation, Universal Pictures, Focus Features, Bravo, and more.
NBCU’s programming will live in a Peacock branded hub starting next month on JioCinema’s newly announced “JioCinema Premium” SVOD tier. Here, viewers will have access to first-run series like Young Rock, a heartfelt comedy starring global superstar Dwayne Johnson that tells the story of his life and the people he’s met along the way; riveting action thriller The Lazarus Project; and The Lovers, a darkly romantic comedic drama. Indian audiences can also enjoy Peacock Originals including Bel-Air, a dramatic reimagining of the ‘90s comedy series that starred Will Smith; Pitch Perfect: Bumper in Berlin, a spin-off series starring Adam Devine who reprises his character from the hit film; and The Calling, an investigative drama series from Emmy® winner David E. Kelley, directed and executive produced by Oscar® winner Barry Levinson, and co-composed by Oscar® winner Hans Zimmer and Steve Mazzaro. Critically acclaimed and fan favorite dramas and comedies from NBCU’s vast library, including Downton Abbey, Suits, The Office, Parks and Recreation and The Mindy Project, are also a part of this deal.
Fans of reality television will also be able to indulge in all the drama, laughter, and emotional highs and lows found in NBCU’s unscripted series. Encompassed in the deal are shows like the hugely popular The Real Housewives of Beverly Hills and Vanderpump Rules; in addition to Family Karma, which follows seven Indian-American friends as they navigate life, love, careers and expectations of their traditional families; and The Gentle Art of Swedish Death Cleaning, a transformational show – narrated by Amy Poehler – where three Swedes (an organizer, a designer and a psychologist), known as the ‘Death Cleaners,’ come to America to help people face mortality and remind us of all the ways we are alive.
Further contributing to JioCinema’s impressive SVOD lineup at launch will be the streaming premieres of movies from the iconic Hollywood studio, which has already amassed more than $2 billion at the global box office so far in 2023. This includes DreamWorks Animation’s Oscar-nominated Puss in Boots: The Last Wish, and the sci-fi horror film M3GAN, from James Wan (producer of The Conjuring, Annabelle) and Blumhouse. Joining these recent hits will be films in the blockbuster Jurassic, Bourne, Shrek, The Mummy and Pitch Perfect franchises.
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IPL 2023: 19 new categories & 95 new brands advertised in 71 matches held so far
According to the TAM Advertising Report, the top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Parle Biscuits, Coca-Cola India and Vishnu Packaging
By exchange4media Staff | May 29, 2023 1:31 PM | 2 min read
As many as 19 new advertising categories and 95 new brands advertised in the first 71 matches of TATA IPL this year compared to the same number of matches in IPL 15, according to a TAM Advertising Report with Pan Masala continuing to be the top spender.
Earlier the top spot was taken by the fantasy sports/ecomm gaming category.
The latest report states that Pan Masala, which was consistently second after ecom gaming in the first 44 matches, now contributes to 16% of ad volume. Ecomm gaming has a 13 % share in ad volume, the latest report said.
In IPL 16, these two categories managed to be in the top five advertising categories throughout the 71 matches.
Compared to the 71 matches during the last IPL, the share of Pan Masala increased from 7% to 16%.
The other categories in the top five are aerated soft drink (9%), biscuits (9%) and cellular phone service (6%), which means three out of the five top categories are food and beverages.
Collectively, the top five categories in IPL 16 together had a 53% share of Ad Volumes while the top five advertisers contributed a 37% share of Ad Volumes during 71 matches this season.
Sporta Technologies was the leading advertiser during all 71 matches with a 10 % share in Ad Volumes compared to 7% last IPL season.
Among the 95 new brands, ‘Airtel 5G Plus’ maintained its leading position followed by Thums Up Charged, Rupay Credit, Maruti Suzuki Fronx and Airtel 5G Plus-Apple Iphone 14 Pro.
Top advertisers for this year’s IPL are Sporta Technologies (Dream11.com), K P Pan Foods, Parle Biscuits, Coca-Cola India and Vishnu Packaging.
The percentage share (based on Ad Volumes) of Sporta Technologies (Dream11.com) and K P Pan Foods, increased from 7% and 4%, respectively in IPL 15 to 10% and 8% in IPL 16.
The top five new advertising categories are biscuits, dry fruits, ecomm-travel and tourism, moisturising lotions and luggage.
The report also mentioned common and exclusive brands on national sports channels versus regional sports channels in IPL 16.
A total of 12 exclusive brands were seen on national (Hindi and English language) sports channels while 18 exclusive brands made it to regional language sports channels during the 71 matches this IPL.
Dream11.com, an online sports gaming platform, was leading the list of common brands on both regional and Hindi + English sports channels during the matches.
As many as 96 brands were common in both channel categories during the 71 matches this IPL, the report said.
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Zee-Sony merger: NCLAT sets aside NCLT order to NSE and BSE about reviewing approvals
NCLAT posited that Zee should have been heard by NCLT before directing both the exchanges to review the NOC, adding that there was no occasion for Zee to respond to concerns raised
By exchange4media Staff | May 26, 2023 4:04 PM | 1 min read
The National Company Law Appellate Tribunal (NCLAT) has set aside the order by National Company Law Tribunal (NCLT) directing the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE) to review their initial approvals for the Zee-Sony merger.
Zee had moved against NCLT's order, asking the exchanges to issue an updated NOC-objection certificates before June 16, 2023. The network argued that it did not have the opportunity to present its arguments.
Justice Rakesh Kumar and technical member Dr Alok Srivastava set aside the NCLT order today. NCLAT posited that Zee should have been heard by NCLT before directing both the exchanges to review the NOC, adding that there was no occasion for Zee to respond to concerns raised. NCLAT has remanded the case back to NCLT.
The appellate tribunal also added that NCLT's order should be set aside for violation of principles of natural justice. The verdict will be decided after NCLT hears both sides of the issue.
The bench headed by HV Subba Rao and Madhu Sinha will hear the case on June 16.
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NCLAT likely to hear ZEEL's plea today
The appellate body had deferred the hearing for ZEEL’s petition against the NCLT order
By exchange4media Staff | May 26, 2023 8:54 AM | 1 min read
The NCLAT is likely to hear ZEEL's petition in the Sony merger issue on Friday.
This is after the appellate body deferred the hearing in the petition against the NCLT order passed on May 11.
The network had said that it did not have the opportunity to present its arguments.
On May 11, the NCLT directed the exchanges to reassess the approvals, which previously got a thumbs up from the Securities and Exchange Board of India (SEBI).
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BCCI likely to wait for Zee-Sony merger to sell media rights for bilateral matches: Report
The report also claims there is a possibility that the BCCI may not sell the rights for four years but instead for a different tenure
By exchange4media Staff | May 26, 2023 8:44 AM | 1 min read
The BCCI may wait for the completion of the Zee-Sony merger to sell media rights for the Indian cricket team’s bilateral series, according to a report in a leading business publication.
The report, which quotes sources, suggests that the cricket board would “wait for some time and watch how the Zee-Sony merger pans out before issuing the tender.” The report also claims there is also a possibility that the BCCI may not sell the rights for four years (from 2023 to 2027) but instead for a different tenure.
The report further says that The BCCI would want to issue the tender before the Asia Cup in September this year, but would hope that the Zee Sony merger has been completed by then.
Sony had the broadcast rights for IPL from the first edition till 2017, when Star India (now Disney Star) picked up the rights. Sony Sports Network also holds the rights to broadcast games from England, Pakistan and Sri Lanka.
Also, the BCCI has still not decided if it will go for e-auction or other modes for selling th rights. BCCI may also separate the rights of men's and women's rights.
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