MAM
Commercial breaks – ‘ad’ing value to business?
The best performing channel in India is also the most disciplined.
A recent study by Madison Advertising lauds Star Plus for having the shortest ad break lengths, giving advertisers the best value for money while rivals Zee and Sony falter on the ad break length owing to commercial compulsions. The study, undertaken to analyse how the audience behaves during TV ad breaks, has come out with some pertinent observations. The study’s conclusions assume greater significance in view of the recent decision by both Zee and Sony to drop the system of selling commercial time based on anticipated or cost per rating point (CPRP).
Some highlights of the study –
- Viewership of ads is lesser than that of the programme.
- The extent of ad viewership is determined by the rating of the programme and not by the genre of the programme.
- The higher the rating of the programme, the lower the drop in ad viewership.
- Non C & S households and small town classes have higher ad viewership in comparison to C&S households and metros.
- Recall of ads deteriorates with the length of the ad break. Star Plus has the shortest ad break length.
- Corrector factor has been determined to calculate realistic CPRP benchmarks.
Using primary viewership data supplied by ORG Marg’s INTAM, the study found that the last two ads in any break were the most advantageous from the advertisers’ point of view as these are the most watched. People tend to ‘shift out’ of the programme with the commencement of the commercial break and also towards the end of the programme. The build up of audiences takes around three minutes and then a dip is observed at the commencement of the ad break. Ratings then build up after a programme restarts.
|
Position in break
|
High Rated Programmes
|
Others
|
|
1st and 2nd ad
|
100
|
100
|
|
Middle ads
|
88
|
83
|
|
Last 2 ads
|
103
|
102
|
The data analysed establishes the relation between ratings size and media effectiveness. Consequently, says the report, higher rated programmes are worth higher CPRPs. The statistics show that high rated programmes kept 87 per cent of the programme audience through the ad, while a low rated programme kept only 65 per cent.
Interestingly, the report notes that drop in ad ratings is lesser for audience with no access to cable and satellite channels. The average drop for non C & S homes is eight to 10 per cent while it is in excess of 20 per cent for C & S homes, necessitating differential media weights to be fixed for C & S and non C & S homes by advertisers.
Afternoon programmes, the study notes, witness less of zapping than prime time shows. The trend is favourable, says the study, for targeting re-runs of popular programmes aired in the afternoon slot.
Another pertinent observation of the study is that viewers in small towns have higher level of ad viewership. This, the study attributes to cable ops in smaller towns carrying lesser channels than their big city counterparts.
Another pertinent observation of the study is that viewers in small towns have higher level of ad viewership. This, the study attributes to cable ops in smaller towns carrying lesser channels than their big city counterparts.
Special interest channels like National Geographic and Animal Planet do not have high ratings but register only a 10 per cent drop in ad viewership. The study concludes that the channels have an advantage in their ability to narrowcast programmes and are able to convert audience interest in niche programmes to continue through the ad breaks too.
Providing a historical perspective, the study compares the trends in India with those in other countries. Commercial air time in India is bought on a property basis, while elsewhere, broadcasters sell on ‘audience delivery’ basis and hence are forced to ensure high ratings for the commercial. Madison Media though is hopeful that intense competition and emphasis by broadcasters to shore up their subscription revenue will eventually lead to a similar situation in India.
The study has also culled some observations from international resources about audience behaviour in other countries.
- Viewers do not prefer channels with absolutely no advertising. Most viewers see ads in moderation as a welcome diversion.
- The optimum ratio for well established channels is 50:10 – ten minutes of advertising in every hour.
- Ad recall deteriorates with the length of the ad break.
- Recall is higher if there is lesser number of ad breaks in a programme. Two ad breaks in half an hour is found to be tolerable.
- Predictable and non intrusive ad breaks cause the minimal negative impact on the ratings for the break.
- US and European markets usually see a synchronisation of ad breaks by most broadcasters, a practice not followed in India.
- In India, feature films have the longest ad break length possibly due to the fact that film are popular among fringe advertisers. Longer breaks in return are not likely to be watched by viewers; consequently, the study notes, it might not be a good idea to advertise during feature films.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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