Category: Viewership

Mumbai: If convenience is driving audiences towards connected TV, addressability is driving advertisers to connected TV. India’s CTV ad spend will touch $395 million by 2027. It will grow at a CAGR (compound annual growth rate) of 47 per cent. CTV adoption has been rapidly evolving in the last two years, and the future looks promising with more linear TV users planning to adopt CTV in the next year.

GroupM’s division Finecast, which offers addressable TV solutions, and Kantar have released a study on the “Changing Landscape of Indian Television.” This is a study of the addressable TV advertising transformation. The opportunity lies in the fact that today there are 20–22 million addressable TV homes in India. More than 10 per cent of TV homes are addressable today. There will be 40 million addressable TV homes in India by 2025. Growth is being driven by content on OTT apps, smart TV sales, and broadband connections. India’s smart TV shipment volume grew 38 per cent year-on-year (YoY) in Q3 2022.

Prior to the pandemic, subscriber growth in the broadband space was modest, but the pace has picked up post-pandemic. On OTT, there has been steady growth in the user base and time spent. A 42 per cent increase in OTT users is expected by 2025.

GroupM CEO South Asia Prasanth Kumar said, “Since its arrival, television advertising has become one of the most popular means of business advertising. It has a unique impact on society that is much stronger than others’. The biggest positive that television currently has in advertising is the creation of a growing number of branding opportunities for brands and businesses of all sizes. It is also important to recall that in the future, TV advertising will permit the viewers to get involved not only by personalising their experience but also by getting involved with the ads.”

“Given the increased user involvement and the technological shift, it is certain to expect conversion rates to go up as well. The future of TV in terms of advertising looks bright as the emergence of new technologies like CTV creates even more room for customisations. CTV is a big new opportunity in the digital advertising industry and a trending topic on which ad tech companies can seek to capitalise,” he added. Contemporary audiences like to engage in interactive campaigns, so it will be critical to support television as a global marketing tool as it offers unique opportunities and derives trust from the audience.

“In partnership with Kantar, GroupM Finecast has done in-depth research on what TV viewers consume and what their preferred choices are. The report will be extremely useful to marketers and advertisers in understanding the trends in TV consumption. This would help them to create new and effective campaigns by understanding the behaviour of their audiences,” he elaborated further.

“Addressable TV strategies can supercharge the marketing mix by using data-driven precision to target households. Messaging can now be bespoke and activated in relevant locations – providing a much better experience for both viewers and advertisers,” said Mindshare CEO South Asia Amin Lakhani.

There was a study done. The only requirement was that respondents own a television (smart or otherwise). They watch any type of content on TV for a minimum of five hours a week. NCCS A (79 per cent) and B (21 per cent). They are 21–50 years old. There was a mix of joint and nuclear families.

One in two customers has a dual connection to TV content; multiple connections aid flexibility and choice of content. 61 per cent of respondents said they have multiple connections, and within those connections, 62 per cent have smart TVs. The main benefits of having multiple connections are that it allows consumers to watch content on their preferred connection while also allowing other family members to watch different content.

Two out of every three households prefer to access TV content via connected TV, with streaming being the most popular method. According to respondents, connected TV (smart TVs, devices such as Firestick, and internet-enabled set-top boxes) is the preferred connection at 65 per cent, compared to 35 per cent for linear (cable + DTH). Even though they have multiple connections for accessing TV, there is a preference for which access point they prefer most.

78 per cent of LTV respondents intend to switch to CTV in the next year. 2.45 per cent of respondents intend to use CTV in the next six months, despite the fact that the majority of CTV users began using it within the last year. Only six per cent remain undecided. When compared to other zones, the East has a relatively longer time horizon to adopt CTV.

“The need for reaching out to cord cutters and cord ‘nevers’ is becoming more important as these are hard-to-reach and highly engaging audiences. CTV today can increase brand impact on these audiences by not only measuring results in real time but also optimising the campaigns across various KPIs,” said Mediacom CEO of South Asia Navin Khemka.

Among the respondents, there is no significant difference in preference for connected TV or linear TV by NCCS A and B categories, or metro vs. non-metro. However, there is a skew in the West towards a preference for connected TV users, whereas the East prefers linear TV. CTV users have more premium lifestyle preferences. CTV households earn 1.2 times more than LTV households and are twice as likely to own smartphones costing more than Rs 40,000.

As compared to linear TV respondents, connected TV users were more likely to spend time with friends, family, and on social media. They like to go out more frequently and binge-watch TV on weekends when they have time. These users are more brand-conscious too. While CTV users prefer to discover new content by searching manually for it on TV or their phones, they are also likely to take suggestions from ads on social media and recommendations from friends, family, and relatives. In terms of preferred languages, CTV respondents skewed more towards content in Hindi and English.

CTV users perceive connected TV as more suitable to their needs because it has more content options and is easier to search for content.

Linear TV users see connected TV as offering uninterrupted content and fewer ads. The probability of ads on connected TV being watched is higher than on linear TV.

The majority of users of CTV are aware of personalised ads and QR codes. 84 per cent of TV respondents believe that TV ads have a major impact on purchase decisions. 63 per cent of connected TV users think the ads shown to them are more personalised on TV.

What do advertisers make of CTV? Dell Technologies marketing director Mayuri Saikia said, “100 per cent viewability, non-skip ads, the ability to get incremental reach, precise targeting, and real-time reporting are some of the key reasons why we use connected TV in our media mix.”

Britannia head of media investment and strategy Riya Joseph said, “TV drives awareness and aids in building a loyal consumer base. Fragmenting TV audiences makes it challenging to build reach. Addressable TV can help bridge this gap by allowing for precision targeting, the use of 1P and 3P data to identify relevant audiences, and real-time measurement.”

Rebel Foods VP of marketing Pragati Dalal added, “Rebel Foods operates in the cloud kitchen category. We have a host of brands offering a variety of cuisines. We are extremely ROI focused, and we closely monitor incremental orders generated through our TV advertising. With connected TV (CTV), the challenges that linear TV poses can be addressed. With the growth of CTV in metro areas, which is our core market, CTV media is a very lucrative and smarter choice, which we will be experimenting with for some of our brands. There’s also nothing like seeing drool-worthy delicacies on a big screen!”

Mumbai: Fastway Transmissions Pvt. Ltd., a part of the Jujhar Group, was founded in 2007. It claims to be the fourth largest multi-system operator (MSO) that transmits entertainment network (broadcaster) signals to various cable operators. The company acts as a go-between for broadcasters and cable providers. The company has developed a robust network and infrastructure for signal carriage by leveraging its optical fibre cable technology, which is spread across the entire length and breadth of Punjab, Uttar Pradesh, Himachal Pradesh, Haryana, Rajasthan, Chandigarh, Uttarakhand, Delhi-NCR, and Jammu & Kashmir. Fastway Transmissions was the first company to successfully install underground infrastructure both in urban and rural areas.

The management believes in service excellence and achieves near-perfect customer satisfaction. Fastway Transmissions mentions that it has attained a very competitive market position with over five million cable service customers, 2.5 million viewers, uninterrupted coverage of prominent locations in the region, vast underground infrastructure extending over 21000 kilometres, and 10 gigabit network technologies.

The business, which is located across the whole Punjab region and a big chunk of North India, uses Internet Protocol (IP) technology to provide conventional and digital feeds from over 3,000 channels to various cable operators. Fastway Transmissions also owns the rights to broadcast live from the bulk of religious sites in Punjab, Haryana, and Rajasthan.

Fastway Transmissions strives to be a well-known firm on several levels. They want to be appreciated for engaging their stakeholders and for being a reliable and trustworthy firm. They also look forward to multifaceted expansion in the future, with increased footprints in numerous fields.

Indiantelevision.com caught up with Jujhar Group of Companies chairman and managing director S. Gurdeep Singh Jujhar to find out about Fastway Transmissions’ plans going forward. Jujhar is a natural leader, committed to driving growth and change. Having graduated from the Government College in Ludhiana in 1985, he joined his family’s transport business soon after. At a very early stage, he realised the need for a professional logistics service that operated with uncompromised standards and precision, and in 1990, he founded Jujhar Constructions and Travels Pvt. Ltd.

He recognised the value of high-quality broadcasting and expanded the company into multi-satellite operations by establishing Fastway Transmissions, thereby revolutionising the way Punjab watches TV. He also pioneered the setting up of an expansive optic fibre cable across Punjab and facilitated the explosion of high-speed broadband internet with a multitude of allied smart applications with the introduction of Netplus Broadband.

He eventually also found his calling in real estate and ventured into Jujhar Group’s large-scale residential and commercial projects.

Under his leadership, the group has witnessed unprecedented progress and scaled up to expand into a multitude of high-growth industries, with operations across eight states in North India. Currently, he sits on the boards of over 20 companies under the Jujhar Group banner.

Excerpts:

On the progress that Fastway has made since launching operations in 2007

Fastway Transmissions is the largest multiple-system operator (MSO) in North India and a pioneer in digital entertainment services. We serve Punjab as well as other major northern Indian states such as Haryana, Jammu and Kashmir, Rajasthan, Himachal Pradesh, Uttarakhand, Delhi-NCR, and Uttar Pradesh.

Fastway is a household name in the region and the most preferred brand, having begun operations in 2007. The company has established a strong infrastructure by laying down an extensive network of optical fibre cable, satisfying the entertainment appetite through 400 SD+HD channels.

Fastway is the largest MSO in North India and the fifth largest MSO in India. It offers 400 SD+HD channels of interactive content, digital entertainment, and next-generation services such as Android TV, broadband, OTT, and voice services. Our prices are affordable, and we provide a variety of bouquet services to our customers at reasonable prices.

On the goals for the year

We are committed to service expansion and currently have over six million home passes across eight states. In the current fiscal year, we intend to provide our services across India. We are heavily investing in the development of world-class fibre infrastructure to support future converged services. To maintain this growth trajectory, the journey ahead will include a concentrated expansion of services in rural areas.

The company’s services are available in over 400 cities thanks to over 14,000 channel partners. NetPlus has over 2,000 enterprise customers and is a recognised organisation directly involved in providing wi-fi solutions under the government’s Smart City Projects in Punjab, Himachal Pradesh, Haryana, Chandigarh, Rajasthan, Uttar Pradesh, Uttarakhand, and Jammu & Kashmir.

On the challenges that Fastway will face as it scales further

We aim to reorganise on a national scale as a model ISP offering next-generation services. We have partnered with BBNL for rural expansion and intend to invest Rs 300 crore in capex in 2022.

We aim to be one of the top five broadband companies in 2022. There are approximately 6.5 million villages in India. This year, we plan to expand through a rural broadband project on which we are all working. We will also invest heavily in technology development and automation to gain a competitive advantage in delivering a next-generation experience. We will continue to grow and develop our service delivery team. We hope to reach a 7.5 lakh base this year with 10 million home passes.

On the investments being made this year

We are expanding rapidly to increase coverage and capacity and have access to about 0.5 million households, which is increasing by half a million every month. This year, we intend to reach 3,000 rural villages and increase our subscriber base to 7.5 lakh.

We are currently present in eight states across North India, including Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand, Jammu & Kashmir, Chandigarh, and Delhi-NCR.

On the covid impact on the business

Following the pandemic, technology has become an increasingly important component of the workforce. Businesses are looking to technology to help them engage with customers, provide some workplace flexibility, and introduce automation and faster processes. However, the spread of the novel coronavirus and the suspension of non-essential business meetings accelerated these adoptions tremendously. It compelled us to consider innovative digital solutions in order to continue operating remotely and serving their client base.

On the USP when it comes to digital TV services

Our USP is our local content. We have 100+ local channels, which are the favourites among our customers. We provide them with a 24×7 regional flavour of music, movies, news, etc. across all genres.

On trends being seen in the cable and DTH industries

Convergence and Mobility of Networks: Customers expect features to be easily accessible whenever and wherever they need them. Converged connections create interconnection by combining coaxial cable, fiber, WiFi, LTE, and 5G and provide a number of notable benefits.

Getting closer to the network’s edge: IP connections take the place of analogue fibre at the hub and node. As the PHY moves closer to the customer’s home, companies can promise better network operation: less noise, higher signal processing, more capabilities, and faster service.

Network virtualisation improves efficiency by moving those with climate change action plans away from the central site and into a centralised data center. Performance in the hub that was previously provided by legacy, hardware-based technology is now provided by multiple virtual machines running on commodity servers.

While DTH increased its subscription share from 42 per cent in 2019 to 47 per cent in 2021, cable TV fell from 56 per cent to 52 per cent during the same period. According to the report, by the end of 2024, India will have one billion video screens.

On technology is transforming the cable space, and the adoption of OTT services impacting this space.

System automation is becoming an essential part of the digitisation process, opening up new possibilities for the cables and connectors used in machinery.

We see tremendous growth potential in cable and connection technology. Manufacturers must reconsider and redefine their alternatives in order to implement digitisation. The shift from traditional media to OTT technologies has resulted in a consumer battle between traditional media providers.

The rise of OTT media, which actively provides services to audiences via the internet, has resulted in an increase in the number of broadband connections, better networks, technological advancements, and the ease of access to gadgets.

On the whitespace for NetPlus in tier II, tier III towns and cities

We are one of the leading operators in India, focusing on tier II and tier III cities. We provide the same level of FTTH result quality to our urban and rural customers. Our mission is to deliver broadband service to every gram panchayat through strategic collaboration and our mission statement. We have services in nearly 300+ tier II and tier III cities, with systems in place to manage them effectively.

On Fastway’s Android STB services

Through direct links and a remote, the Fastway STB provides users with one-click access to Prime Video, YouTube, and Google Play. The STB includes features such as dolby vision, dolby audio, HDMI 2.1, dual band, bluetooth, and USB3.

On the role that tie-ups with tech partners like Cisco, Synamedia play

In the future, Fastway will use Synamedia’s virtualised Digital Content Manager (vDCM) to increase the monetization of its content investments and to accelerate the trial and launch of new channels and services. The operator is already using Synamedia solutions for broadcast, security, IP delivery, and STB software.

Deploying a converged headend solution is an important technological investment as Fastway lays out its ambitious plans for new services and subscriber growth. This is consistent with the company’s ongoing strategy to improve customer service and will serve as a catalyst for increased video and triple play subscribers.

Aside from the ability to use Cisco Capital’s leasing and finance options, Cisco’s cable digitization solutions provide the massive scaling and operational cost optimisation benefits that cable operators require in order to transition to a digital platform.

On contributing to the government’s scheme for smart cities

On 25 June 2015, prime minister Narendra Modi launched India’s “100 Smart Cities Mission,” an urban renewal and renovation initiative aimed at creating smart cities that are both citizen-oriented and sustainable.

Fastway Group has recently begun contributing to the nation in order to help the PM realise his dreams. In 2017, Fastway Group’s Netplus Broadband and Skayma Infra completed the first project in North India for a public wi-fi system as part of the smart city project at the Heritage Walk Harmandir Sahib Amritsar.

The company is now actively participating in such projects, having recently won the ‘Connectivity Solutions’ contract for the smart cities of Amritsar, Jalandhar, and Sultanpur Lodhi. Two of these three are well-known religious sites in Punjab. Other upcoming projects include Jammu Smart City, Patiala Safe City, and Mohali Safe City.

On Netplus Broadband’s strategy to stay ahead in an extremely competitive market

With the objective of offering broadband to everyone and everywhere, our goal is to be the top supplier of broadband services in the nation.

The company began operations in 2016 and aggressively rolled out its six million households across eight states through 14K channel partners. It also had strong and aggressive consumer offerings that offered value for the customers’ money. The first service provider to introduce a 1 Gig Plan in the area is Netplus Broadband. The business saw enormous expansion, adding more than five lakh consumers, and is now the clear market leader in the area.

Mumbai: Sony Entertainment Television brings a beguiling story titled Kathaa Ankahee, a Hindi remake of the acclaimed Turkish drama 1001 Nights, delving deep into the feelings of love, repentance, and an unforgivable wound (Binbir Gece).

After a successful run in over 50 countries, the show will be presented to the Indian audience with an enthralling storyline centred on an unforgettable wound that causes a schism between Katha and Viaan. Aditi Dev Sharma and Adnan Khan will play the beloved characters Sehrazat and Onur in the Indian edition. The show, produced by Sphere Origins, premieres on 5 December and will air every Monday–Friday at 8:30 p.m.

Katha, an award-winning architect, exudes bravery and optimism. Her enterprising nature is unstoppable, and she never shows her vulnerabilities, even when she is deeply hurt or experiencing emotional turmoil. Viaan, on the other hand, is an alpha male with a skewed belief system against women, viewing them as mere opportunists. However, when Katha and Viaan are confronted with a storm as a result of an irreversible situation.

Aditi Dev Sharma, who essays the role of Katha, shares, “What makes Katha Ankahee truly special for me is that it gives me the opportunity to bring alive a beguiling narrative for Indian audiences that has been adored globally. My character, Katha, represents a modern-day woman with an indomitable spirit. In the race of life, despite having a 9 to 5 job, Katha continues to hustle with multiple jobs at hand; sometimes she is a broker, a freelancer, or either works as a yoga teacher. Why is Katha juggling with so many jobs? What is the reason behind Katha’s struggle? These questions will pique the viewers’ interest in finding out what the real reason is. Playing Katha gives me a chance to challenge myself and test my mettle as an actor, and I am glad to be doing this. With Katha and Viaan’s journey in the show, viewers will get to experience a myriad of emotions as their story unfolds. I am very excited for this new journey and can’t wait for this captivating story to come alive, as it will be an interesting watch for the viewers.”

Adnan Khan who plays the character of Viaan, exclaims, “The style of storytelling, the captivating narrative, and the strong characterization got me hooked from the very first go; And, I truly understood the reason behind the popularity of the superhit Turkish series 1001 Nights (Binbir Gece), and I am pleased to be a part of the Hindi remake, Kathaa Ankahee. Viaan’s character is intense, as he has multiple layers to him, which makes it very interesting to play. He is a successful businessman who likes to be in control. Owing to an emotional baggage from the past, Viaan has a belief system that is skewed against women, so he doesn’t trust them at all. Katha Ankahee is a love story that is high on emotions as it dives deep into the feelings of love, repentance, and an unforgiveable wound, and the beauty of the show lies in its characters and the situations they are in. I am glad to be sharing the screen with such a talented actress, i.e., Aditi; she is amazing at what she does, and we are having a wonderful time working on this. I am sure the show will touch the right chords, and I hope the audience showers our show with a lot of love.”

Mumbai: A leading consumer data intelligence company Axis My India, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. 

The research for December focuses on consumers’ preferred media consumption methods for various needs, including reading and listening to music. 

Axis My India’s CSI Survey discovered that 17 per cent would be watching some key matches, while 9 per cent would be watching all matches, capturing the excitement surrounding the FIFA World Cup. 

In terms of viewing medium, the survey found that more than half of those polled (58 per cent) would watch it on TV, while 27 per cent and 12 per cent would watch it on mobile and OTT platforms, respectively.

YouTube continues to be the most popular option for music, as indicated by 39 per cent of respondents. TV is the second most popular option, as indicated by 18 per cent of respondents, followed by radio at 4 per cent. 

Commenting on the CSI report, Axis My India, managing director & chairman Pradeep Gupta said, “Media consumption trends in the country is growing and evolving with the changing times. From newspapers to news apps, nowadays consumers have access to information at a jiffy. While age-old newspapers remains to be a reliable source of information for a section of the population, FM radio falls below new age platforms such as YouTube in consumers consideration set when it comes to music. TV however continues to dominate the viewership score for big ticket events such as FIFA Football World Cup aiding to the big screen experience of consumers.”

He added, “Consumers’ favouritism towards celebrities across profession and states from Amitabh Bachchan, Virat Kohli, PV Sindhu to Allu Arjun reflect on how media consumption has broken barriers in terms of entertainment consumption. This again ties back to the growing digitalisation and availability of varied modes of media consumption.”

The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +07, from +09 last month reflecting a decrease by 02 points.

The sentiment analysis delves into five relevant sub-indices: overall household spending, spending on essential and non-essential items, healthcare spending, media consumption habits, and trends in entertainment and tourism.

The survey was conducted using computer-aided telephonic interviews on 10454 people from 33 states and UTs. 69 per cent were from rural India, while 31 per cent were from urban India. In terms of regional distribution, 24 per cent are from Northern India, while 27 per cent are from Eastern India. Furthermore, 29 per cent and 20 per cent were from the Western and Southern parts of India, respectively.

61 per cent of those polled were men, while 39 per cent were women. In terms of the two majority sample groups, 32 per cent are between the ages of 36 and 50, and 29 per cent are between the ages of 26 and 35.

Key findings:

·    Media consumption (TV, Internet, Radio, etc.) has increased for 21 per cent of families, which is the same as last month. The overall net score, which was -4 last month, has dropped to -2 this month. It’s interesting to note that 35 per cent of people still read newspapers daily.

·   Overall household spending has increased for 56 per cent of families, a 3 per cent point decrease from the previous month. The net score has dropped from +51 last month to +47 this month.

·    Spending on necessities such as personal care and household items has increased for 46 per cent of families, remaining unchanged from the previous month. This month’s net score, which was +27 last month, increased by one.

·    Spending on non-essential and discretionary items such as air conditioning, automobiles, and refrigerators has increased for 8 per cent of families, a 3 per cent increase from the previous month. The net score, which was +4 last month, has dropped to -1 this month, indicating a drop in sentiment following the end of the holiday season.

·   Expenses for health-related items such as vitamins, tests, and healthy food have increased for 42 per cent of families, the highest in the last three months. This reflects a 3 per cent increase in consumption from the previous month, owing primarily to the start of the winter season. The health score, which has a negative connotation, i.e., the less money spent on health items, the better the sentiments, has a net score value of -27, a -4 decrease from the previous month.

On national interest topic:

• The survey also shed light on consumers’ newspaper reading habits and preferred music medium, reflecting on consumers’ personal media engagement habits. According to the survey, 35 per cent of people read the newspaper every day, and 39 per cent prefer to listen to music on YouTube. TV channels are the second most popular medium for music listeners.

·  The survey reveals that 34 per cent notice promotional offers running in stores and 50 per cent of those who notice these promotional offers indicated that it would influence their final purchase decisions, demystifying the nature of consumers’ engagement with in-store promotional offers.

·   The survey revealed that Amitabh Bachchan (with 15 per cent ) is the most preferred actor, whose movies consumers like to watch the most, followed by Akshay Kumar at 7 per cent , Salman Khan at 6 per cent , Allu Arjun at 5 per cent , and Shah Rukh Khan at 4 per cent .

·    The survey revealed that Virat Kohli is India’s favourite male celebrity (in sports/movies/art except politics), with 25 per cent, followed by Bachchan with 21 per cent and Sachin Tendulkar with 17 per cent. Furthermore, the survey discovered that PV Sindhu is the biggest celebrity in the female category, with 11 per cent, followed by Mithali Raj with 10 per cent.

·    In an effort to better understand consumer year-end travel plans around holidays, the survey found that 21 per cent would take a domestic vacation this season. In terms of considerations, the survey found that 23 per cent would base their decision on cost, while 17 per cent would base it on season and destination. When planning for holidays, the third set of considerations is family decisions.

Mumbai: As Shemaroo marks its 60th year in India, it has grown to offer a variety of media products, including over-the-top (OTT) services like ShemarooMe and general entertainment channels (GECs) like Shemaroo Umang, Shemaroo TV, and MarathiBana.

What started as a book circulating library, now after 60 years Shemaroo has become one of the leading content creators, aggregators and distributors in the media and entertainment (M & E) industry. With a revenue of Rs 146.6 crore in Q2 FY’23 Shemaroo recorded 19 per cent growth in its operating revenue.

Shemaroo CEO Hiren Gada was all smiles as he was sitting in his Mumbai based headquarters speaking to IndianTelevision.com on Shemaroo’s success story and the vision he has while they are growing in the digital space.

Also read: Shemaroo crosses the 60-year landmark in style

Gada spoke on various topics like content, the digital shift, OTT presence and its future, Government regulations, the Shemaroo legacy, regional content and the future of Shemaroo. 

Currently Shemaroo has 4,000+ titles across languages such as Hindi, Marathi, Gujarati, Punjabi, across genres and formats, and operates more than 70 channels on YouTube garnering more than 100 million views a day.

The company’s flagship subscription-based video streaming entertainment platform ShemarooMe is available in more than 150 countries globally and offers Shemaroo a vast content library across Bollywood, regional, devotional and kid’s genres.

Edited Excerpts 

On the shift to digital

Definitely, producing content works across all media platforms. We have seen how content works across consumers, whether it is video cassettes, CDs, DVDs, television, or the digital world, and it will work if the same good content is put across. But the way content is delivered is different, because the medium changes. As a result, television is a broadcast medium in which the consumer has no programming control.

The channel decides what is shown and when it is shown in a linear manner. And in digital, the video on demand (VoD) side, the consumer has control over what they want to see, when they want to see it, how much they want to pay for it, and so on, which is a big difference.

So, the targeting and customisation is possible on digital medium. It is not possible on television because it’s a mass service.  Because the cost of delivering would be different, broadcasting is one to many, so it’s cheaper. Video on Demand digital is one to one so it is more expensive to reach out to them.

On the Internet evolution 

This journey began about 14-15 years ago. Ringtone was the digital media at that time. Then came YouTube, and various other services were launched.

Then came broadband and Jio, which had good infrastructure and was a big enabler for the digital ecosystem, and we have been clear since that time because we saw, globally, the digital streaming of content in a different way.

DVD for example, is also a video on demand only but it’s physical.

We recognised the potential because of the consumer’s ease and range of options; this will eventually be a video on demand service, and we made significant investments in both the platform and the content. However, when we first started out, we were a content hub. The distribution, platform investment, and setup were the next logical steps for us, which we have already taken. And right now, that is what has us excited.

On the leverages

There are three significant leverages. For starters, the brand has been around for 60 years and people have consumed the brand in a variety of ways. As a result, there is a high level of brand recognition and affinity.

The trust that all our stakeholders be consumers, customers, industry, partners, producers, vendors, employees, etc. kept in us and that we enjoy because of our core values essentially whatever we did transparently, honestly, and, all those factors because of which there is a trust factor lies in the ecosystem. And lastly the core content that we have in these three big leverages, which excites us and provides us with an exciting way forward in the future that are key initiatives on the digital side and on the broadcast side channels, etc.

There are two growing areas in the media entertainment business, which are digital and television. We have formed a plan and a way forward in that and to execute and deliver that now we have expanded the management team.

We’ve brought in a lot of expertise and everything is falling into place.

On the content

To be honest, I’m not involved in content at all; it’s the team that is, because they have a better understanding of the insights and the specific content, features and nuances of that language and audience

That is where the team conducts the necessary research and insights, as well as going over the entire content. In fact, if I have to put it in another way, I’m not geared or equipped to do that if I have to move significantly deeper into that and there are teams that do that far better than I can.

We have a great team of people who are able to develop the content insights and get the best out of our partners.

On what worked for Shemaroo

Values were the key to our success. Our guiding principles are the reason that we were able to accomplish all this.  It’s all about putting the other person first, attempting to follow through on our commitment, and redefining ourselves. We have constantly recreated ourselves in advance. When something has changed, invent. Instead of just being followers in that shift, we were the catalysts and leaders.

The content has come through or been added as a result of all of this, because there was a wonderful team, because there were excellent fundamental principles, and because at every point we have innovated, these are what have worked, which enabled us to form many partnerships, do many things, and collaborate with virtually all of the key stakeholders and players in the entire media & entertainment ecosystem.

On the regional content

We’ve been producing Gujarati content, original content, for over 15 years. In Gujarati, we started televising all the stage theatres (plays), so we started televising the theatre, for the DVD business, and then gradually that helped us build the library and gave us more insights and inroads into the Gujarati market and helped us build understanding of the content and of the consumer.

Similarly, we have produced Marathi films for more than 15 years. In 2007, our film Shwas was nominated for an Oscar, which we distributed, and we have a very close, nice, and warm relationship with the entire Marathi ecosystem. We have Marathi cinema services on DTH, it’s not all of a sudden. It’s also the next step or evolution of that, in my opinion. 

A journey, which started 15 years back or even more. This is the subsequent stage of that voyage. That is how I would phrase it because it has enabled us to better understand content, collaborate with the creator ecosystem or the local talent, and provide consumers. Giving a brand connect also took into account all the similar things we’ve created in Gujarati and Marathi over the past 15 years or so.

On the advertising 

We have identified where our customers are for various services. In 2018, we began our B2C journey. But, at the time, we were already working on a brand refresh. So we’ve created a new logo based on our previous one. Then we launched ShemarooMe and three channels, each of which is targeting a different audience. As a result, the channel Shimano TV is targeting the Hindi heartland so we’re marketing it in that area, territory, or geography, or in those states.

For Marathi, in Maharashtra, Bombay and Pune are urban markets, other II and III tier cities are different markets and then there is the rural market as well. We do on ground activities too like we did Vaari in Maharashtra – in Mumbai B.E.S.T bus branding was the best way to put across our message. And similarly for Gujarat also we did the same marketing campaign. All of this is heavily supported with digital media, activities and marketing and promotions and advertising and various others.

On the regulations

The government has issued guidelines, and in my experience, the government has maintained what I would call a light touch on this.

We are also a signatory to the self-regulation guidelines that we are a part of, so Trai is leading the initiative and we are on the committee, and I believe that the ecosystem is responding quite well to the entire process.

A process audit is performed on a regular basis. I’d say it’s quite good in the sense that, finally, the combination of consumer and creative sensibilities has come about – there’s consumer, there’s creative, and then there’s the regulatory.

All three sensibilities and, both challenges and needs are, in a way, in fairly equilibrium at this point.

As far as the industry is concerned, I don’t see any reason for or any change in this regard.

On technological disruption 

OTT services or video services, in general, I believe that business scaling is still at least two years away – possibly in 2024 or even 2025, is when the real growth will begin.

When you have adoption as a mass adoption it will flourish. It is still a restricted adoption at the moment. So it will take two to three years for mass adoption to truly influence and reach that mass adoption.

From here, I believe the runway for this business is enormous because it is a globally accepted service.

In India also, there is a very high acceptance rate among certain people right now, despite the fact that it is a smaller audience. But everyone knows where we are.

For instance, Youtube. So, on a monthly basis, there are already hundreds of millions of consumers in the audience. Moving that audience into premium, or even to what is the new thing, which is a premium kind of thing, or the ad supported model or hybrid model to do that, the industry will look at opportunity. 

The industry must earn its revenue by creating more opportunities while also providing the best service to its customers.

I believe that the true scale of the business will emerge in two or three years. From there, I believe there is a huge scaling opportunity.

And we are very excited about the future of the OTT business and, in fact, overall video consumption in India, whether it’s digital platforms, such as YouTube, Facebook, etc. or TV platform because India is still an underserved market on TV, there are still 20 – 30 per cent of the people who don’t have TV.

We are very excited that the business model now we have kind of transformed it to be participating in the most significant growth opportunities that are available.

On OTT business

So definitely at this point in time, the OTT business is not making money or does not make a positive bottom line for anyone, virtually anyone. I cannot think of virtually anyone that the OTT business is making a positive bottom line for. But as I said, this is a two to three year investment horizon, when at which point once there is a certain scaling, after that the bottom lines will be positive. 

So till that time there, it’s an investment game. Everyone, including us, has to invest in different ways. We all will continue to build for maybe two or even different people at different stages of when they will achieve their break even there. But I believe that at this point, a lot of the players would still continue to be in an investment mode. There is a bigger opportunity in the future and  we have to wait for it, creators are looking for profit at an early stage which is not possible; because of that they will lose the opportunity.

On TV vs OTT

I believe that each of these media formats has a consumer. There is a market for each of these media, and there is no doubt that the OTT business has grown and will continue to grow significantly. In fact, we are betting heavily that it will grow, but we believe, or at least I believe, that TV has a long runway for a variety of reasons. Because it is currently only available to those who can afford it. It is the least expensive form of entertainment.

For Rs 300 per month, you can literally have the world of entertainment delivered to your door, which I believe is an important aspect of all of this. Advertisers also spend a lot of money on the television platform. So there are numerous reasons why TVs are holding and will continue to hold for the foreseeable future.

Growth could be slower. I don’t believe there is a compelling case for television to be phased out anytime soon. Despite the fact that digital has been around for more than a decade, television remains popular. It hasn’t grown as well, but it’s still hanging in there, and I believe it will. In terms of adoption and its own economic and technological journey, India is still far behind. I believe that for the foreseeable future, television is not in danger of extinction. Of course, the exciting future is OTT or digital. Without a doubt, TV has a long runway.

On what we can expect 

We’ve now put together an exciting business model, and it’s falling into place, we have a team of seasoned professionals. More and more people are joining who will be able to take this entire business into the next orbit, into the future and that’s really what we’re all very excited about.

Indeed, we internally referred to it as being a new beginning for us. It has the feel of a startup. And we prefer to refer to ourselves as 60 years young rather than 60 years old. 

So, that’s the excitement we’re feeling about it all. And that’s really how much we’re looking forward to the future. Since the last three years we are witnessing the impact of our investments and change in leadership. The extent of our target audience has significantly shifted because of our various B2C initiatives ShemarooMe, channels and YouTube.

Mumbai: News18’s Kishore Ajwani continues to top the news viewership charts. Sudhir Chaudhary’s show remains at number three, while Rajat Sharma’s show remains at number two.

The competition for prime time TV news viewership remains fierce, particularly for the second and third spots.

Chaudhary, Aajtak’s top anchor, has maintained his third-place ranking after more than 30 weeks on the air.

As per Barc data, News18 India has garnered 16.71 per cent market share for 9-10 pm (TG15+, HSM, Wk 47’22 Mon-Fri).

India TV is just marginally behind News18 India with 16.7 per cent . Aajtak is at 15.8 per cent.

In terms of overall viewership also, News18 India claims to be top the charts with 15.7 per cent, followed by India TV which has garnered 14 per cent . Aajtak has got 13.2 per cent market share.

The programme ‘Sau baar ko ek baat’ hosted by News18 India managing editor Kishore Ajwani has remained at the top for more than three months.

For a long time, the star anchor, Sudhir Chaudhary’s show, Black and White on Aajtak was ranked fourth or fifth. It has now risen to third place.

 Rajat Sharma, the iconic face of Indian TV news, is still in second place. For more than a decade, his programme has been among the most watched prime time news programs.

Mumbai: Colors Tamil is set to screen the world television premiere of Yutha Satham on 2 December at 9:30 p.m., bringing a perfect whodunnit murder mystery.

The film, which stars R. Parthiban and Gautham Karthik in lead roles, follows the lives of a cop and a private detective who team up to solve a homicide.

Directed by Ezhil, the film also stars Saipriya Deva, Robo Shankar, Vaiyapuri, and Manobala in supporting roles. D. Imman’s background score takes the film to the next level.

The film begins with Kathirvelan (actor R. Parthiban), a cop who returns to the force after a personal tragedy, coming across a sensational case in which a woman, Raghavi (actor Saipriya), is stabbed multiple times and the murderer flees. She also happens to be Nagulan’s girlfriend. Nagulan (actor Gautham Karthik), a trained psychologist and private detective, crosses paths with Kathirvelan and attempts to find the murderer. Soon after, Kathirvelan suspects him, but Nagulan claims innocence, vowing to bring Raghavi justice. A cat-and-mouse game ensues. Who is the murderer? The rest of the plot revolves around the unsolved mysteries.

Commenting on the world television premiere, director Ezhil said, ” The notion behind the film was to bring a unique concept to showcase how music at a specific decibel can become a potent drug and conceptualise a film revolving around the same. Inspired by the book written by Rajesh Kumar of the same name, we tried our best to do justice to the narration in the book and borrowed a few concepts from it. Parthiban and Gautham Karthik have done a marvellous job, besides the other actors in the film, and with its world television premiere on Colors Tamil, I am happy that such a unique concept will reach a larger audience and families will have a good time watching the same.”

Adding to this, actor Parthiban said, “It was an exciting experience, especially to perform alongside Gautham Karthik. The concept of the film was indeed very spectacular and is in line with the kind of offbeat scripts I choose; hence, Yutha Satham will always be special to me. I am glad that more people will get to watch this thriller and have a fun experience with its television premiere on Colors Tamil.”

Mumbai: Karthikeya 2, a mystical adventure based on the mythical aura of Shri Krishna, has been announced by Zee Cinema. The film stars the uber-talented Nikhil Siddharth as Karthikeya, along with celebrated actor Anupam Kher, who brings gravitas to the film.

Karthikeya 2 is all set for its world television premiere on 27 November at 8 p.m.

Speaking about the film, Siddhartha said, “There is an aura of Shri Krishna that already exists in people’s minds. The film builds on this very essence and intertwines it with an adventure that has the power to save the world. Given that our childhood was wrapped in such mythical stories, I think the audience will find it all very imaginative and relatable. I’m looking forward to the world television premiere of Karthikeya 2 on Zee Cinema and am excited to share the magic of this epic saga with the whole of India.”

Opening up about the film, Anupam Kher candidly said, “Cinema has a duty towards its audience. It has the power to reach and influence the masses. With this film, we have tried to revive a much-loved genre. The film builds on the aura of Shri Krishna and how his wisdom guides Karthikeya to save the world. What drew me closer to the script was how our scriptures inspired key moments in the film, and given my interest in the subject, taking up this project felt just right. You know, it captures the essence of these sagas beautifully without compromising on the content.”

Mumbai: With an aim to emphasise on the issues, challenges, and way forward for the agriculture and food processing sector, Zee 24 TAAS, one of the leading Marathi news channels of Maharashtra, is all set to host Shetkari Parishad in Pune on 12 August 2023. This distinguished conclave is poised to ignite impactful conversations that hold the potential to shape a bright and progressive future for the agriculture industry.

With an ethos of ‘partners in progress’, Zee 24 TAAS extends an invitation for its upcoming Shetkari Parishad to stakeholders across the agricultural spectrum to join forces. It also presents a pivotal opportunity for curious minds to engage with and draw inspiration from esteemed leaders, driving innovation and transformation within the industry. The upcoming the conclave will comprise of insightful panel discussion series by Industry leaders and policymakers, sharing their insights on the latest trends in agriculture and provide valuable advice on how to succeed in today’s competitive market.

Emphasising on the purpose of organising the Shetkari Parishad, Zee 24 TAAS editor Dr. Nilesh Khare, “In the age of AIML Agriculture is the only sustainable way of generating employment and economic growth. Shetkari Parishad is a platform where we will try to give the skillset for the agriculture aspirants. By offering this collaborative platform, we aim to create a space where knowledge converges, ideas flourish, and partnerships are forged. This event encapsulates our collective pursuit of cultivating progress.”

Zee Media Corporation Ltd chief revenue officer Mona Jain further added, “The Shetkari Parishad recognizes the significance of empowering farmers and enabling their progress. By gathering policymakers, researchers, industry experts, practitioners, and students under a common roof, this event generates a unique space for meaningful dialogue, innovative insights, and collaborative ventures. This dynamic event provides a profound understanding of the external forces that are shaping the future of farming and food processing.”

“We, at Zee 24 TAAS have meticulously curated an impactful conclave that allows farmers in elevating their yields and incomes through the cooperative pooling of resources. Attendees can expect to explore novel technologies, best practices, and groundbreaking solutions that enhance productivity and profitability across agricultural practices,” highlighted Zee Media Corporation Ltd CEO Abhay Ojha.  

Co-presented by Pitambari Nursery Franchise & Akkudas Trading – Dudhkandi, tourism partner Directorate of Tourism, banking partner, Buldhana Urban Cooperative Credit Society Ltd and its associate partners are Kanhaiya Agro, Rajashree Lottery, Quick Start 24 Group, J.K. Oos Ropvatika, Universal Biocon Pvt. Ltd, Vidharbha Irrigation System Pvt Ltd, Dr. Bawasakar Technology (Agro) Pvt Ltd.  

Zee Media Corporation Ltd, one of India’s leading media companies, has a strong presence in the news and regional genres, with 16 news channels in seven different languages, reaching more than 528 million viewers through its linear and digital properties.

Mumbai: As we stand at the threshold of India’s 75th Independence Day, it is a good time to reflect on how we can accelerate achieving its sustainable development goals and transformation.

Tribal empowerment is an essential aspect of Azadi Ka Amrit Mahotsav, as it recognizes the contributions and rights of indigenous communities in India. Under the nine themes announced by the prime minister, tribal empowerment emphasises preservation of tribal culture, inclusive development, livelihood opportunities, education & healthcare, and awareness & sensitisation.

To witness the legacy of indigenous tribes and their ancient traditions, rich culture, history, and development; Janjatiya Vikas celebrates the resilience, progress, and inclusive development of India’s tribal heritage.