Home >> Media-Others >> Article

In some areas, print is losing its relevance: Shreyams Kumar

11-September-2013
Font Size   16
In some areas, print is losing its relevance: Shreyams Kumar

Mathrubhumi group, which entered the television space quite late as compared to its competitors, claims to have become the No. 3 player. The group already has a strong presence in print media with its Malayalam language publications. Now, the group is turning its focus on digital media and has lined up some aggressive plans for consolidating its verticals.

In conversation with exchange4media, Shreyams Kumar, Director, Mathrubhumi, who is responsible for the print and electronic segments, speaks at length about the key trends in print media in 2013, the 10+2 ad cap issue, Mathrubhumi group’s digital plans and more...

What are the key trends in print media in 2013?
Print as a medium is still growing in India. For example, we have been growing consistently in every ABC for so many years now. Growth is happening in terms of both numbers and ad spends. Newspapers are here to stay, but we are definitely looking at addressing and fulfilling the requirements and needs of the current generation and the coming generation. Whatever strength that we have gained in the past is still there, but we are looking for future growth. So, our focus is on how to engage the future generation, irrespective of the language.

I think, in some areas print as a medium is losing its relevance. Social media is gaining as the new generation is more into social media rather than the print medium. Moreover, national players are also eying the regional markets and a lot of shift is happening towards these markets. Moreover, if you look at the pattern of spends, it has changed in the last couple of years.

What are your views on the 10+2 ad cap issue, which has been a cause for worry for the broadcasting industry?
From a viewer’s point of view, we have to be reasonable in terms of giving them enough content to watch. But then there is no differentiation between a pay channel and a free to air channel and also between GEC and news channel.  A news channel does not make as much money as a general entertainment channel. For news, the capex is on the higher side, whereas for GECs the distribution cost is very high. So, it is fine that TRAI is trying to bring in this ad regulation, provided it regulates the distribution expenditure, which is not happening at present. The digitisation process is going slow and I think they have to wait until it happens.

Please tell us about the Mathrubhumi group and its journey so far.
We have a very strong presence in all verticals, starting from print to magazines, television, radio and digital. We are aiming for greater synergies across various verticals. We are a multi-media house now. A lot of our focus is on digital now. The journey has been exciting.

Mathrubhumi has been present in the market since 1922, but why has the group entered the television space so late? How have you differentiated your content?
Nothing is too late. We had our own reasons for not venturing into television. It is not when we start, but where we stand in the market after starting. We are No. 3 in the news space out of seven or eight channels in the market. We already have a market share close to 18-20 per cent on some weeks, so we have stabilised here. Of course, in terms of distribution we have to reach out to more people. We are currently on analogue, digital and DTH. It’s only a matter of time before we overtake our competition and I am very confident about that.

We want to do a lot of differentiation in our content, but at the end of the day nothing much is happening in terms of news. But we have special daily bulletins for women, youth, and agriculture. This is where we are different as none of the other channels has such bulletins, besides we also get good ratings for these shows.

What are the new campaigns that we can expect from the group in the near future? What are your initiatives on the digital and mobile front?
Our women’s magazine, which was a fortnightly, will turn a monthly from November onwards and we will be coming out with new campaigns for it.

On the digital front we are gearing up. We have launched a web channel and have been getting positive feedbacks. The focus is going to be on digital because this is one space that we really need to occupy. We are consolidating the vertical. In the coming months you can expect a lot more initiatives and services being launched in the digital medium from the group. We will be present across all platforms irrespective of what the device is, be it Android or iPhones.

Recently, we have moved to Kochi, the ‘the state of the art’ city.
 

Tags Shreyams Kumar Mathrubhumi Digital Media

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
MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY 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

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.