Mumbai: Middle East And North Africa OTT TV episodes and movies will generate $5.69 billion in revenue by 2028. This will double from $2.83 billion in 2022. Turkey, Israel and Saudi Arabia together will account for 55 per cent of the region’s revenues by 2028. The 13 Arabic-speaking countries will generate $2.47 billion in 2028; up from $1.28 billion in 2022.
AVod will bring in $1.55 billion by 2028 – up by $1 billion in 2022. Turkey will supply 62 per cent of the 2028 total, with Israel bringing in another 11 per cent and Saudi Arabia 10 per cent.
SVOD is the revenue driver for OTT TV and video. SVOD revenues will reach $3.82 billion in 2028; up by $1.8 billion from $2.03 billion in 2022.
Digital TV Research principal analyst Simon Murray commented, “We forecast 42 million SVOD subscriptions by 2028, double from 21 million at end-2022. Netflix will have 11 million subscribers by 2028. Disney+ started in the Arab countries, Israel and Turkey in 2022 with 7.22 million subscribers expected by 2028.”
MUMBAI: Speaking at a conference call with analysts to announce his company’s third quarter results ZEEL MD, CEO Punit Goenka noted that even as the structural growth scenario appears positive in the mid- to long term, it remains cautiously optimistic on the near-term ad revenue outlook.
“The overall sentiment continued to be soft this quarter as well, which has resulted in muted advertising revenue growth across the sector. While the macroeconomic environment and inflationary headwinds are gradually easing, key brands and advertisers across categories restrained their spending. Given the fact that we have relatively high exposure to FMCG advertisers and Tier 2, Tier 3 audiences, our advertising revenue sensitivity to rural demand and consumption is more pronounced.
“We remain hopeful that the steps announced by the Honourable Finance Minister in the budget 2023 will spur broad-based demand and lead to a quicker recovery in the overall ad environment. On the subscription front, the long standstill on the new tariff order has been impeding growth and impacting our profitability. That said, NTO 3.0 being implemented from 1st February 2023, we look forward to driving subscription revenues growth post implementation in the most effective manner.
“At Zee, we continue to focus our energies on building a future-ready portfolio, which is well poised and diversified to capitalise on the opportunities as the overall market sentiments improve.”
He also ruled out rethinking the FTA strategy. “No rethink on the FTA strategy because since April 2022, when we went off free to air, we have actually seen the stabilisation of the paid subscriber base on both cable and satellite. So therefore, going back so soon, would, in our view, hamper the potential growth for the pay, which is going to come back after 3 years with the NTO 3 implementation. So nothing as of now.”
On the subscription front a question was asked on the steep price hike for some bouquets especially South and if this will result in strong subscription growth in the first year of NTO 3. Goenka noted that the company has not been able to take any price hike for the last three years, and it has launched the maximum number of channels within those three years. “That means we were not able to price them into our bouquet itself. That is the other reason other than viewership itself. That’s the only reason it looks so steep. We have factored that into our calculation. But of course, the resultant growth for the company overall, All India level will not be that high. It will still be moderate single digits, as I’ve been saying to you.”
TV Will Still Take The Lions Share of IPL’s Ad Pie: On the sports front Goenka does not see digital replacing television when it comes to the IPL though it will be free to stream on JioCinema. In the previous season only 20-25 per cent of the IPL’s ad revenue came from digital and this will not significantly change overnight. “I don’t think that it is that easily substitutable that you can just shift the viewership from television to digital overnight. If you look at even in the case of when the predecessors had IPL, if you recall the first 2 years, they also were giving it free. It’s only in the third year or third edition that they had it or they put it behind the paywall.
“Of course, it will pull advertising dollars towards that, but that does not mean it will replace television from any angle. Our own calculation states that even in the last season of IPL, almost 75 per cent plus advertising came on television and only 20 per cent, 25 per cent came on digital. So that will not significantly change overnight.”
He added that maybe the high-end customer who’s got the high-end television set that they watch the digital feed of the IPL on. The issue is that the other 200 million or 250 million people are not going to sit and watch a 5-hour match on the mobile screen, right? “So once you are home, you generally just go to the convenience of watching it on television. That is what I believe is the general human nature.”
In terms of ZEEL’s plan for sports he noted that its recent re-entry in the sports business with the inaugural edition of the IL T20 has augured well for the company and has drawn a positive initial response from the viewers and advertisers alike. “We aim to further build onto this momentum and elevate audience excitement, viewership and economic muscle for the sports business.”
He said that the ILT20 has seen significant uptake in the advertising, and it is within the budget that the company had planned. “Of course, any league of this sort takes a few years to get established and turn profitable. So we do expect in the third or fourth edition when we’ll see breakeven or profitability coming from this.”
MUMBAI: The metaverse is very nascent. It is where the Internet was in 2003. It will still be nascent for another three years. But the infrastructure that supports it is constantly growing. But everybody including Amazon Prime, Netflix, Sony are building on it. It allows various brands across categories from confectionery to BFSI to offer deeper, engaging consumer experiences.
When dealing in emerging tech an agency given the risk out there has to convince clients by constantly creating prototypes and tell them that it is near. It is not far away. Clone creation is something that brands can leverage and this is what GroupM did with Hritik Roshan where it created a celeb clone. Another good example is Cadbury’s Shah Rukh Khan My Ad which won Titanium. Now what the agency has done is to add models to it. The clone can speak in various languages. This is what is so good about synthetic A.I. These points were made at a panel discussion at the Media Investment Summit organised by Indiantelevision.com. The panel was called Role Of Emerging Technologies In An Ever Changing Digital Marketing Space. The speakers were Raymond Consumer Care CMO Pooja Sahgal, Hershey’s CMO Ankit Desai, Tata Starbucks director – Marketing, Category, Loyalty & Digital Deepa Krishnan, QWR (Question What’s Real) founder, CEO Suraj Aiar, ICICI Lombard head marketing, Corporate Communication & CSR Sheena Kapoor and UltraTech Cement head brand building Kanupriya Didwania. The session was moderated by – Head of Mobile and Emerging Tech, Emerging Tech Lead – WPP India, GroupM India Niraj Ruparel.
Ruparel started the session with a speech. He spoke about clone technology which is taking advertising to the next level. Generative A.I. plays a role. He gave the example of re-creating a young 16 year old Sachin Tendulkar for Aegis Federal. This is an example of A.I. video regeneration. There are tons of innovations happening in this space. A record number of tech innovations are happening. The aim is to devise a solution for every audience type wherever they are. Emerging tech innovations are there for feature phones, smartphones, and tablets.
He also spoke about meaningful experimentation being done by his agency along with QWR in the metaverse. Last year a Nestleverse was created for the IPL. Moondating on Mondelez was done. On the music front due to 5G one will have meta human pops happening on live concerts. The level of computing will only grow and through the metaverse for example, Virat Kohli can teach top IPL fans how to play. “In 2023 you will see metaverse experiences that will drive scale for us.” Hershey’s has launched a metaverse experience. A lot of work is happening in the NFT space as well. While the novelty value of the NFT has faded the aim now is to look at utility value.
Didwania spoke about tech interventions happening in the basic feature phone category. Her category is one that everybody uses but nobody sees. “It is at the bottom of the pyramid. Cement is ubiquitous and is not branded. It is used more in rural or small town India. In urban areas very few build their homes. Creativity, content, reach and scale were the mantras for Digicare. Bhaat Karki is a series that was started to teach about home building. The goal was to teach people in a village whose only access is a feature phone. From a tech angle the company used vernacular and went across nine languages with 200 pieces of content. It had to be put in an audio format. Jio Network was one of the tools used and it worked wonders for listening to the content and repeatedly wanting more content.
Then the aim was to take it to a handheld device that has limited data. A.I. and ML played a role in personalising content. These kinds of media nudges like contextual targeting were done. Innovation was needed to get to the bottom of the pyramid. “There is no rural and urban. There are people with mobility and those who don’t.” The key is not to use tech in a mindless manner. “We had to pick and choose.” Digicare gave an opportunity to show not just creativity but also reach at scale. This is the question asked about tech.
Ruparel noted that video bots are being launched on feature phones. Unilever has done this. Today marketers also adopt an omnichannel strategy. It is not just about voice. Richer communication can be sent through Whatsapp for example. He also noted that the social conversational marketing space is another area that is picking up. Emojis are driving the wave. Regular emojis are getting converted to brand led emojis. Keyboard level marketing is going on.
Sahgal noted the work done for Kamasutra condoms which is a very old category. “What we figured out was that while sex is one of the most searched terms it is a term that people use very less and people are not very open about it. We wanted to take our brand which is old fashioned compared to durex etc and make it very modern and relevant.” Work was done with Bobble. When people spoke about love, sex etc the company made sure that a Kamasutra emoji was inserted into the conversation. The aim was to be contextual and not forced. It aided in the conversation. It helped people build a relationship wioth each other.
There were millions of conversations and great engagement. NFTs were growing also. So the company took its most engaging stickers and minted NFTs with them. The six NFTs were sold well and the proceeds were donated to a social cause around birth control. It drove the brand among youngsters in the right context. “Tech drives engagement, reach and also brand imagery”.
Meanwhile Krishnan’s company has done work in the web3 space around loyalty. It focuses on a more sustained approach in web3, not just a PR tactic. She noted that in India Starbucks has a two million+ loyalty programme. It has huge access to first party data. She said that tech is meaningless without this data. On its loyalty programme the aim is to get into a segment of one with analytics. So extensive recency, frequency, monetary kind of segmentation is done. The aim is to understand consumer behaviour right upto their favourite beverage, the time of the day they visit a store, which is their favourite store etc. This data is handed over to Starbucks’ store partners with the consent of the customer. “Privacy is a very, very important aspect.” You can figure out if a customer likes Americano for instance. Starbucks uses this data to drive one on one conversations with customers, sending them personalised videos. More than 400,000 personalised videos have been done talking about the customer journey.
She added that in the US Starbucks is pioneering Starbucks Odyssey. It is an experience based on metaverse and NFT. It is restricted to loyalty members. The NFT mined will be used to get rewards on the programme. In India the company launched its first reserve store last October. This is a high end format and their AR has been used very well. The walls of the store talk to you. There are living murals in the store. “To sum up I would say that first you have to get the fundamentals right. Get your first party data, dissect it, get to a segment of one and then use technology as an experience enabler.”
Web AR is one way to get a first party database. Volumetric video will have a role to play and for instance Ranbir Kapoor can pop out of a Coca Cola bottle and the consumer can have a live interaction with him. This requires a volumetric capture with him. Celebrities can come alive on the pack. Desai spoke about the work his company has done in leveraging QR codes. “Chocolates is a fun category but it is also very close to Indians for obvious reasons. Technology becomes an enabler versus a destination. For us it is important to pick the occasion, the contexuality, the mindset of the consumer and then participate in it.” He gave the examples of Valentine’s Day and Women’s Day. Valentine’s Day is all about gifting. So a QR code allows the consumer to express him/herself. Tech is built into it. It is a phygital experience. A consumer can buy a pack, proclaim a message. The message gets displayed on-ground and there is a closing the loop gratification as well.
The difference is that while Valentine’s Day is an occasion for the category, Women’s Day is not an occasion for the category. But there was something intrinsic in the Hershey’s brand name with the words her and she being present in it. Those words go unnoticed in the brand name and likewise the achievements of a lot of hers and she’s go unnoticed. “We said that Women’s Day is the occasion to celebrate it. We celebrated six sheroes from different walks of life. We decided that we did not need to celebrate sheroes who are achievers only. You can celebrate with anybody.” He explained that a seamless experience was created. There was a QR code on the pack. It can be scanned. One can go to the portal and send a message to a shero. She can share it. Then for Christmas the Hersheyverse was launched as it is a fun time of the year. The intent was to make people have fun. His message is to create an experience that is contextually relevant to the TG and do it seamlessly. Then the metaverse is an enabler.
Aiar noted that there are two sorts of people looking at the metaverse – marketers and the gaming audiences. A gamer will say that a metaverse is just a multiplayer experience. People have gotten freedom to just socialise. The metric is no longer a game. The metric is living, especially due to COVID. GTA 5 is seen as being brutal by marketers but can be used by them. He learnt about stock broking from it. He got real life experience out of a metaverse. For advertisers to leverage this though immersive brand mascots would have to be created who would be able to run around and play. He noted that India is a leapfrog economy. The same thing will happen with 5G adoption.
“Now when you talk about screens in the pocket one is already getting 4k Ultra HD content from Netflix. What is the true utility of 5G? Computers in the future will be worn on people’s heads. They will not sit inside people’s pockets. When you wear a computer on your head which is primarily like a VR or a AR headset it unlocks more potential to consume data as well relay back your expressions or emotions. Emotional feelings have to be transported through digital sandboxes.” He said that tier two and three towns and cities are seeing a lot more adoption of VR and AR headsets than the tier one Metros and cities. With 5G becoming more ubiquitous this will be the year that more people will adopt this tech because the only thing that is limiting is the network speeds.
He noted that Byjus has ventured into the gaming space for kids because gamification of education is growing. The child gets the best of entertainment and education while saving a lot of time. He also spoke about Pixel streaming which allows people to have heavy duty computers that cost Rs. 40-50 lakhs inside a smartphone. That kind of horsepower is needed for larger organisations to use the power of 5G.
Meanwhile ICICI Lombard is using drone technology and VR in a BFSI category. Kapoor noted that insurance as a category is about covering risk. Tech is used in various ways. A.I., ML allows the company to look at critical parameters in something like cargo, marine transit where one can check on the humidity, temperature control, meddling of the cargo etc. Detectors are put there to pre-empt theft or damage. Through mobile apps insurers capture biomarkers, genetics, genomes. The healthstack gets more advanced and progressive to capture a lot of data. Insurance IRDA she said has just made it mandatory from a KYC standpoint that it will get linked. Insurance policies will go and follow the route of demat the way in which securities and stocks are incorporated and stored. This allows the entire ecosystem of data to be captured. So the entire ecosystem of data being enabled for an insurer or an underwriter or an actuary to look at the parameters and the risk profiling of a consumer.
Drones are used for agriculture or crop insurance where it is about acres and acres of land where a climatic situation has caused damage. Tons of data are captured at a granular level. Even on VR work has been done to safeguard goods or premises. Remote scanning is done to get a 3D simulation of the factory and build a case of insurance. When the claim arises one can overlay the Drone pictures with the pre damage. One can underwrite the extent of settlement that one needs to do. Then the company went a step further to offer drone insurance. Cyber risk has also come into play. All of this is inter connected.
Mumbai: One of the panels at the Media Investment Summit (MIS) 2023 organised by Indiantelevision.com on 15 February deliberated on the topic ‘Reclaiming growth through technology’. Moderated by Publicis Groupe India CEO, digital technology business Amaresh Godbole, the session included panelists such as EaseMyTrip associate vice president – marketing & alliances Sanchit Chopra, Madison Loop vice president Kosal Malladi, Tyroo chief revenue officer Akshay Mathur and Angel One chief growth officer Prabhakar Tiwari.
Godbole brought out that technology has been disrupting every industry. Evolving technology has been driving growth for companies and brands like Domino’s and Nike which in terms of product offerings are simply a food company and a shoe brand, respectively, but have evolved to become much more than that with the help of technology. AI is the talk of the town; ChatGPT is causing a big stir. Words like adtech, martech, CRM, data, and automation – putting it in a simple frame, could be defined as an internal transformation where technology helps you develop your products and services better.
Chopra talked about the fact that the only constant is change – and technology today is enabling us to embrace that change. He spoke about how there is headroom for technology growth and technology helps to bridge the gap and connect with customers.
Mathur shed light on how technology can fill the gap, secondly help to build efficiency, and thirdly from the growth perspective.
Malladi highlighted why we should not forget basics of advertising while using technology and it should be used in the right way for maximum gain.
Tiwari explained how demat account opening and stock trading were phenomenal in metro cities but with the help of technology it helped his firm to get customers from tier II and tier III cities as well.
He futher added how it is important to focus on what promises are made to the customer when they acquire them versus what you do while you monetize them which is your revenue, and what experience and customer services you offer – need to see a unified application of technology.
Mumbai : Cricket has always generated enthusiasm in India, but the last couple of years have seen sports other than cricket coming to the limelight. Biopics of athletes such as Milkha Singh, Mary Kom, Saina Nehwal, Mithali Raj, and others have appeared on both big and small screens. Taking this fervor forward, IN10 Media Network’s production house, Juggernaut Productions has acquired the life rights of India’s first woman poker player – Muskan Sethi.
Muskan, who was born in New Delhi, was always drawn to technology, gaming, coding, strategic games, and cards, but she discovered poker at the age of 11 through her father, who watched poker games. She was drawn to the deck of cards while researching online gaming and other strategic games, but it wasn’t until years later that she decided to pursue the sport professionally. Her career took off after she won a contest that placed her alongside some of the world’s best poker players in a $1 million tournament on the United Kingdom’s national television show. She hasn’t looked back since.
On the association, Muskan Sethi, the player honored with the National Award by former President of India Ram Nath Kovind, said, “Through the art of cinema, I want to encourage anyone pursuing an unconventional career path. I believe it’s important to tell and hear each other’s stories.”
And added, “I hope to debunk myths around poker. It would be a dream come true if poker players attain the support and training to put India on the map. After all, this is the land of great mathematicians and inventors.”
The show will have aspirational undertones and tell a girl’s story and life, highlighting her presence of mind.
On the development Juggernaut Productions CEO Samar Khan said, “At Juggernaut Productions, we have always emphasised telling stories that are path-breaking and have strong women characters. Muskan’s story has immense merit, and through this endeavour, we hope to break the notions about the game. It is a sport and not just a game of luck!”
“I believe the audience is eager to watch differentiated and aspiring stories. We are happy that Muskan has joined hands with us for the same,” he added.
Mumbai: At the Media Investment Summit (MIS) 2023 organised by Indiantelevision.com on 15 February, one of the panel discussions was on the topic – ‘The Digital Powerhouse’. The discussion was moderated by Amnet India vice president – programmatic growth & partnerships Tushar Gupta, and it included panellists such as Samsung Ads India senior director Prabhvir Sahmey, Mahindra Rise head – integrated media & advertising Sonam Pradhan, ICICI Securities head of marketing Deepak Saluja, Kaya Ltd vice president and head of marketing Samyukta Ganesh Iyer, and PubMatic director – customer success Harguneet Singh.
Digital is seeing a surge and the pandemic flagged off the digital revolution in India. The most talked about is connected TV wherein brands, even legacy brands have also taken the digital route to reach out to their target audience. The number of smart TVs has also grown significantly and added to in-built apps which are also a part of the smart TV manufacturers in India. The panel shed light on how brands and advertisers are looking at tapping the connected TV universe and how technology adapting to this is becoming an enabler.
Digital has grown at a transformative pace in the last several years. The pandemic has been a blessing in disguise for the industry – CTV has seen an uptick in viewership data. Our Western counterparts – the US and UK – have already seen 60 per cent of their linear TV spends shift to connected TV. The OTT players are highly bullish on CTV due to high audience engagement, and also from the monetisation point of view.
Gupta questioned, “Do we have enough people on connected TV and if we have reached a critical mass to be taken seriously in India?” Sahmey, who started his career in digital advertising in 1999, expressed that connected TV is now what digital advertising was around 2006, in terms of the number game. But the difference in terms of penetration was that the internet was one-to-one back in the day; connected TV, however, is a multi-viewing device. He explains that though reports suggest different numbers, Samsung Ads considers that there are 25 million TVs and with an average of 2.5 people viewing per TV, it adds up to about 60 million viewers. So, we have reached critical mass in terms of reaching the number of people, we just need to have enough dollars chasing it for now.
When questioned about how easy or difficult it is to get the offline and online advertising teams together to deliver an appropriate integrated media plan, Pradhan mentions that at Mahindra they have restructured their team and their agency mirrored them. “We created this role called integrated marketing, where there were no different teams for digital or offline. We had an integration of mediums which helped us focus better on the consumer.”
Being fragmented and present across 22 cities, Iyer discussed Kaya’s regional media plans as she mentioned that the brand isn’t present in deeper parts of these cities due to which TV wouldn’t work for their brand. She talked about how Kaya harnesses a lot of regional print and radio, with a conjunction of digital to reach out to their audience.
Saluja mentioned that in terms of adoption, a large chunk of their business used to rely heavily on brick and mortar, as compared to now wherein there are completely digital acquisition funnels created by them. “We have brought the marketing teams at the centre – with the brand being one key centre and digital acquisitions being another key leg which is part of the team.”
“The customer no longer comes to you, you have to go to the customer. And solutions need to be designed keeping the customer in mind.”
Singh pointed out that there is a need for standardisation. “Secondly, technology needs to be at the core, thirdly – relationship building has to be applied. And lastly, we need to work together in the ecosystem.”
On being questioned whether it’s about linear planning that is kept at the forefront, or it’s going to be more content-led or audience-led, Saluja understands that the digital eco-system links it back to the audience that they’re going after. TV advertising is about reach, and when it comes to connected TV or video streaming, reach still dominates. Where TV is more about frequency, wherein you could choose the channels that you wish to advertise on, on the other hand, digital and connected TV give you leverage to look at a combination of audience and content.
Pradhan is of the view, “Focus on your content and audience, and then layer up your media accordingly. Linear advertising shouldn’t be ignored simply because of lack of measurement, as compared to the digital medium which is perceived to be more effective in terms of measurement.”
Should it be AVoD or SVoD? While talking about strategy, Sahmey mentioned that there is no one size that fits all. “We have different stakeholders who make decisions and when different stakeholders take decisions there are different metrics involved as well.”
He continues, “Theme of content plays a significant role – FIFA, IPL garners a lot of viewership where brands want to be present. The advertiser wants to get closer to the potential audience. There is more fluidity now in terms of the execution of advertising for brands.”
Evaluating success and failure of connected TV campaigns, Saluja says that in India it is still an emerging opportunity. Scaling up of smart TV usage, multiple brands offering smart TV services as a hygiene factor now. In terms of metrics for evaluating the efficacy, it still rides upon the incremental reach that it is able to achieve over linear TV. Thirdly, it is also about surrogates around the traffic or visits to your websites or planned conversations that you pick up in terms of social listening. We also experiment in a hyper-local way.
“A mass product is advertised through linear advertising. But if our communication needs to be targeted only at certain metros, certain households where you have a lot of cohorts coming in, that’s where CTV plays a brilliant part,” explained Pradhan.
What about brand safety? Singh emphasised, “Brand safety is essential and brands want to target their users, however, it needs to be in a brand-safe environment. Competitive exclusion is also something which is catching up nowadays. In terms of fraud, fraudsters do exist. The CTV space is not very standardised yet, it’s very fragmented. It might be challenging, but it’s not impossible. There are a lot of third parties that can help with bot fraud and different kinds of fraud.”
What are the factors that will push the growth of CTV in a market like India? “The purchasing power and consumption are rising. The difference between India and Bharat is diminishing. With smart TV penetration on the rise, connected TV is only here to grow. Voice is going to be a dominant factor,” elucidated Saluja.
Pradhan added, “Studying your audience is essential and knowing that the kind of audience is coming in, CTV is definitely going to be on the rise.”
“Talks about ‘Hype Cycle’ – it is about the hype and whether it will work for my brand or not. Well, CTV has crossed that stage, and we only see more and more acceptability for it. CTV is here to stay,” Sahmey concluded.
Mumbai : CTV users growth in India has been a phenomenon, Kantar South Asia growth and digital head of transformation Prasun Basu while speaking at the Media Investment Summit organised by Indiantelevision.com shed light on the growing landscape in India.
Basu in his presentation on digital video consumption, shed light on cord cutting and cross screen devices.
He talked on the consumer cross screen behaviour, brand and sales impact, exposure & reach, frequency & depth and measurement.
“There is an equal amount of single screen and cross screen that’s going on, so multiple screens whether it is linearTV, mobile or connected TV all of it growing but conusmer behavior is concurrent, “ said Basu.
Linear TV has 48 per cent penetration, digital has 52 per cent and linear plus digital is 45 per cent.
He emphasised how cord cutters are gamechangers where mobile is 79 million ( 95 per cent ) and CTV is 4 million 9(5 per cent ) , in total cord cutters are 83 million
While talking about video viewers landscape he said, “This is not just an urban phenomenon, rural has 75 per cent penetration while urban has 94 per cent penetration.
CTV users have continued to grow over the years. In 2020 it was 24 million and in 2022 it was 83 million i.e 3.5X in two years. In 2022, 28 M households had CTV connections. 33 per cent per cent of Indian CTV users are from rural India.
60 per cent of CTV users use mobile hotspot. CTVs are expected to increase by around 28 per cent in the next one year which will reach to 36 million households
TV continues to provide highest reach. Online video and social also offer significant reach with low investment share.
TV has the highest share of investment & contributes to maximum brand impact. The effect of multimedia campaigns has gone up in India. “It’s gone up from seven to ten percent plus, it is the effect, there is transition that’s happening in India as well, still television gets the highest reach but impact share again highest for television but at the same time the investment share is high the efficiency is lower on television but the efficiencies will change when there is the right allocation shared between TV and and digital”said Basu
While talking about frequency, Basu said, “Marketers, advertisers, brand owners and media agencies are trying to figure out what’s the frequency story, generally the advertisers feel that they don’t know the frequency story well enough that’s what you see that they they don’t feel confident about whether they’re doing their frequency planning well enough or not”
“Digital can play a big role to build frequency where television continues to build reach,” he added.
Basu further talked about synergy, he said , “campaigns that run through synergies which do multimedia have a much higher impact 35 percent , impact comes if you do a multimedia reach of campaigns versus a single media this has been growing over time quite a bit you know it used to be 18 now and it’s gone to 35 percent”
He believes synergy effects are the strongest with television. He said, “Television is still at a core and it is the connecting point with others multimedia which creates the strongest
synergy effects,”
He concluded with saying that Collaboration is key to survival and growth.
Mumbai : Broadcast Audience Research Council (Barc) India has released currency data for the sixth week, i.e., 4 February to 10 February 2023. As per data for the all India 2+ target group, Star Plus is the most watched channel in India with an average minute audience (AMA) of 2515.85 (000) AMA. It was followed by Sun TV at 2306.68 (000) AMA, Star Maa at 2098.64 (000) AMA, Dangal at 2041.53 (000) AMA and Goldmines at 1898.24 (000) AMA.
The average minute audience (AMA) is defined as the number of individuals within a target audience who viewed a televised “event,” averaged across minutes. In the Hindi speaking market (HSM), Star Plus emerged as the most watched channel at 2420.19 (000) AMA, followed by Dangal at 2034.64(000) AMA, Goldmines at 1877.72 (000) AMA, Colors at 1826.36 (000) AMA and Star Pravah at 1603.74 (000) AMA.
In the South market, Sun TV was the most watched channel at 2290.48 (000) AMA, followed by Star Maa at 2048.55 (000) AMA, Zee Telugu at 1499.59 (000) AMA, Zee Kannada at 1459.2(000) AMA and Star Vijay at 1282.33 (000) AMA.
In the Maharashtra/Goa market, Star Pravah was the most watched channel at 1590.01 (000) AMA , followed by Zee Marathi at 456.61 (000) AMA, Colors Marathi at 415.26 (000) AMA, Sony Sab at 359.42 (000) AMA and Colors at 358.64 (000) AMA.
In the West Bengal market, Star Jalsha was the most watched channel with 1029.76 (000) AMA, followed by Zee Bangla at 877.78 (000) AMA, Jalsha Movies at 159.11 (000) AMA, Colors Bangla at 140.6 (000) AMA and Sony Aath at 116.88 (000) AMA.
In the megacities market, including Mumbai, New Delhi, Kolkata, Bengaluru and Chennai, Colors was the most watched channel at 489.57(000) AMA followed by Sun TV at 402.07 (000) AMA, Star Plus at 393.99 (000) AMA, Star Pravah at 292.82 (000) AMA and Sony Sab at 262.84 (000) AMA.
Mumbai: Colors Tamil, Viacom18’s Tamil Entertainment channel, is all set to telecast the World Television Premiere of the action-packed revenge saga, Kuruthi Aattam, on Sunday, 19 February, 2023 at 2 PM.
The thriller, which has a mix of strong emotions, sentiments and fights, has Atharvaa, Priya Bhavani Shankar and Radhika Sarathkumar in the lead roles. Boasting of captivating background music, great kabaddi scenes, mass dialogues and strongly sketched characters, the movie makes for a nice family oriented commercial potboiler.
Written and directed by Sri Ganesh, with music by Yuvan Shankar Raja, the film has Radhika Sarathkumar playing the antagonist, along with Radha Ravi and the equally menacing Vatsan Chakravarthy. Vinod Saga, Kanna Ravi, Prakash Raghavan and Bala Hasan play the supporting cast.
The story revolves around a kabaddi player and a hospital attendant known as Shakthi, played by Atharvaa. He becomes friends with Muthu, the son of mafia kingpin Gandhimathi, after defending him in a scuffle. Muthu is murdered which sets the tone for the revenge story.
Commenting on the movie, Ganesh said, “We are delighted that Colors Tamil viewers will get to watch this cat and mouse chase which has all the elements of a complete family entertainer. The fast-paced narration and brilliant dialogues will be loved by viewers. Legendary actors, including Radhika SarathKumar and Radha Ravi, are also a big draw.”
Mumbai: Tough time don’t last tough, tough brands do, going by the theme. Media Investment Summit 2023 was organised by Indiantelevision.com. Industry experts discussed the future of television and digital media industry with the emergence of technology.
Jio Cinema and Aaj Tak were the event’s associate partners. The summit’s industry partners included One Take Media Co, Lemma as a programmatic partner and dailyhunt as a digital media partner.
The opening speech of ITV founder and editor-in-chief Anil Wanvari kicked off this event, “We have labeled it as media investments, not media spends. I hope everybody looks at it as a media investment, “ he said.
He further added that “Investment to build a brand and to build associations with new customers and acquire new ones. The cost of acquisition lifetime customer is something that a lot of the forward thinking companies are looking at. And they put it into their strategic decisions. It’s not just about getting the customer for a short term. It’s a long, lifetime value. These are management’s and brands which are going to last and build value for the company’s tough times.”
The highlight of the event was a presentation on the topic ‘The future of television’ by Mediabrands India CEO Shashi Sinha, where he spoke on the future of television, he believes it is not declined rather it will grow in near future with other devices.
“It’s not one vs others, it’s all about the growth of the industry and not only one individual. As times are tough, industry leaders should sit together and think about how to grow the industry, they need to collaborate and not compete if the industry grows the whole ecosystem will grow and help everyone,” He said.
The topic for the first session was ‘Changing the paradigm of media business with the emergence of the digital age’. It was chaired by DDB Mudra Group chief digital officer Preetham Venkky and the panelists were -BYJU’s marketing head Atit Mehta, Abbott Nutrition Loveleen Gajria media, digital & CRM head, Dentsu India Chief Operating Officer (media) Bhasker Jaiswal, Clovia GM ( marketing) Nikhil Gulati and Pernod Ricard India digital communications lead Shetanshu Dikshit.
its Kantar South Asia growth and digital transformation head Prasun Basu gave a presentation on the topic digital video consumption, he shed light on cord cutting and cross screen.
The second panel was on the topic ‘Ad-tech: the science behind reaching to right audiences programmatically and the art of sustaining them’. The session was moderated by Xaxis general manager Dimpy Yadav and the panellists were HDFC Bank SVP and digital marketing head Jahid Ahmed, DDB Mudra Group country head & managing partner ( integrated media) Rammohan Sundaram, Motorola Mobility India marketing head Shivam Ranjan and Lemma national sales head Dheeraj Soni.
The third panel was on the topic ‘Television gets going” It was chaired by ITV founder and editor-in-chief Anil Wanvari. The speakers for the session were Marico media & digital marketing (India & global centre of excellence) head Ankit Desai, DENTSU CREATIVE India chief strategy officer Sumeer Mathur, Kantar South Asia Growth and Digital head of transformation Prasun Basua and TAM Media Research CEO LV Krishnan.
The subject for the fourth panel was ‘Reclaiming growth through technology”. The session was moderated by Publicis Groupe India digital technology business CEO Amaresh Godbole. The speakers for the session were EaseMyTrip AVP – marketing & alliances Sanchit Chopra, Madison Loop vice president Kosal Malladi, Angel one chief growth officer Prabhakar Tiwari and Tyroo chief revenue officer Akshay Mathur.
LV Kirshnan gave a special presentation on maximising future advertising potential : seeking investments and ROI , where he shed light on how advertising spends is happening across mediums.
The fifth panel was on the topic ‘ The digital powerhouse’ . It was moderated by Amnet India VP (programmatic growth & partnerships) Tushar Gupta. The speakers were ICICI Securities marketing head Deepak Saluja, Mahindra Rise integrated media & advertising head Sonam Pradhan, PubMatic customer service director Harguneet Singh, Kaya Limited VP and marketing head Samyukta Ganesh Iyer and Samsung Ads, India Senior Director Prabhvir Sahmey.
The summit concluded with the last panel discussion on the topic of ‘Role of emerging technologies in an ever changing digital marketing spa.’ This session was moderated by GroupM WPP India mobile & emerging tech head and emerging tech lead Niraj Ruparel. The panellists were Raymond Consumer Care CMO Pooja Sahgal, Hershey’s chief marketing officer Ankit Desai, Tata Starbucks category loyalty & digital, marketing, director Deepa Krishnan, QWR (Question What’s Real) founder & CEO Suraj Aiar, ICICI Lombard Corporate Communication & CSR marketing head Sheena Kapoor and UltraTech Cement brand building head Kanupriya Didwania.
