Top Story

Home >> Media-TV >> Article

There is no correct mechanism to decide broadcast carriage fee: Kartikeya Sharma

05-March-2018
Font Size   16
There is no correct mechanism to decide broadcast carriage fee: Kartikeya Sharma

News X recently launched one of the biggest investigations into Non-Performing Assets (NPAs) by kicking off a 100-day campaign, how has been its impact been so far?

We have been working on this campaign not after the Nirav Modi, issue but for the last couple of months. This campaign highlights one of the biggest problems that has plagued India for long, especially involving public sectors banks. The question is: why are we having NPAs of this size in public sector banks and not in the private sector? So obviously, something is wrong somewhere. As far as the impact that this campaign has created, we have got very encouraging response and even the ratings have shown up very well. More than ratings it’s about people and getting people to realize that it is their hard earned money that is going waste, and we will keep launching such investigative campaigns regularly.

There is an ongoing debate about news lacking impact. How are you addressing this issue? Also, what are the three biggest challenges that news broadcasters are facing today?

I think news is fast becoming a victim of social media, and rightfully so. But investigative journalism really goes a long way in defining impact and our new campaign has shown how news can create real impact. As far as the challenges in news broadcast are concerned, I would say there are major ones. Firstly, there is no correct mechanism to decide broadcast carriage fee, which is still a very grey area, and the second, is trying to understand and evolve with the phenomenon of digital media. The third and final one is having a more robust mechanism for getting correct viewership numbers. For a country of our size, if we look at how many meters will represent the English speaking audience, we definitely need a larger representation sample size as I don’t think the current reflection is good enough to represent all aspects of different genres. 

What are some of the new strategic shifts that News X is planning this year and how future ready are you making your newsrooms?

We are bringing back the basics of journalism and we have a very young and enthusiastic team which represents young India. The focus is on creating impactful content and sticking to the fundamentals of news broadcast and we believe that will go a long way for us. As far as being future ready is concerned, I believe that ultimately we are all content providers and content creators. The modus operandi of delivery in terms of platforms and intermediaries will change and evolve; however the ability to create the right kind of content which clicks, will hold the key for players who will stay relevant and we are focusing on that.

With general elections due next year, 2018 is seen as the year of news channels, how do you plan to leverage this biggest news event?

I don’t know about others but I can speak for myself. There is no doubt that this year is going to be big for us because not only have we launched two regional news channels in the last six months, which is Punjabi and Gujarati, but we are also going to launch News X Kannada which will be our first foray into the Southern linguistic market. The idea is to be hyper local and this will be the 11th channel from the ITV stable. Before the general elections, we are looking to launch a few more news projects all across the country, in the regional language space especially. There is no doubt that elections mark an important time for news channels to grow and new news products to come out, and that is exactly what we have planned.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity