MAM
Hindi GEC viewership down 6.5% in 2011: TAM
MUMBAI: The Hindi GEC (general entertainment channel) genre has seen a 6.5 per cent fall over the prior year due to audience fragmentation particularly in the metro cities of India, according to a study by television ratings agency TAM.
Delhi, Maharashtra, UP and Gujarat have been the Top performing markets for Hindi GEC genre across years and the viewership returns from Metros have seen a slight drop.
Titled Impatient Generation, the report was released during the IMC Fusion 2012. It said that the Hindi GEC genre in 2011 has shown a consistent growth in 1-hour special fiction episodes during prime-time on Weekends.
Another interesting finding is that the share of Hindi News genre jumped 10 per cent in 2011, after decreasing in 2010. Returns from news bulletins have witnessed an increase while viewing proportion from telecast of review/reports has witnessed a decline across years.
In the Hindi movie channels space, the number of unique movies aired in 2011 has decreased by 10 per cent. Both airtime and viewership of South dubbed movies has seen a clear growth in the year 2011.
The days of watching the epics on pubcaster Doordarshan decades ago in the living room by an entire family huddled together are unlikely to happen again, because of the increasing fragmentation of viewership in Indian homes.
According to TAM CEO L V Krishnan, “This new phenomenon has emerged because of the rise of the assertive, impatient and highly articulate generation of today in most Indian families, thanks to newer media and broadcast technologies, increasing diversities of content, and of course, advancement of new age mediums, that are able to cater to the differing tastes and preferences simultaneously.”
Krishnan believes that people‘s dependency on TV as an effective communication medium has been escalating. Also, the common man’s TV viewing behaviour can no longer be predicted with certainty. Time spent on TV watching by all sections of people varies in a wide range. Viewing behaviour increasingly differs across a spectrum of gender, age, geography, and social mores and cultures.
TAM launched the third edition of an annual report on TV viewing patterns.The report is a compilation of the past year’s TV viewing trends across various channel genres and regions in India. This attempts to update advertisers and marketers. TV broadcasters and production houses can know when and how TV audiences are changing in their tastes and preferences, what they are rejecting as programme offering, and what is getting accepted.
The report shows that GRPs (gross rating points) in English entertainment have increased by almost 50 per cent with reach and time spent contributing to the gain. Increase of digital penetration in key metro markets has also led to greater access for the channels. The growth in consumption led by time spent is showing a 15 per cent-20 per cent increase.
Kids Channels genre with 18 per cent share seems to be on a growth path with new channel launches in 2011. Today, 14 channels constitute the genre. The reach levels for 10-14 years age band has improved in 2011. With the increase in number of channels, kids’ genre witnessed a continuous increase in viewership share since 2008. Homes with kids are faster in adapting to Digital TV platforms with growth rate touching almost 60 per cent in 2011.
Sports genre witnessed 200 million unique viewers in year 2011. There has been 18 per cent rise in Sports content on TV during Year 2011. Live sports coverage continued to garner over 50 per cent of the viewing for any sports content. 2011 saw 35 per cent growth in advertising volumes, but 70 per cent of volumes continued to be garnered by cricket.
In the regional space, Digital penetration in Tamil Nadu increased by 17 per cent. Increase in viewership is because time spent levels increased by 3 per cent in Tamil Nadu market. Also, Tamil GECs, Music and Sports witnessed increase in viewership.
In Andhra Pradesh, the digital penetration has touched 8 per cent. While overall time spent on TV is high (over 3 hours daily), its growth is just 1 per cent over 2010.
Kannada GECs and news are primarily on a growth track in viewership. While serials have provided almost 3 times ROI, the growth in viewing for this genre in Karnataka has continued to be with an average of almost 20 per cent in 2011.
In Kerala, fall of time spent by 6 per cent was seen. It has resulted in overall TV viewing coming down in 2011 but the introduction of new channels has resulted in a growth in viewing again the last few weeks of 2011.
Malayalam GECs have a share of 50 per cent with news, movies and music following. Malayalam Kids Content saw a viewership rise with the launch of a new channel –Kochu TV.
Viewership of Bangla regional has witnessed a steady and fast growth from 5 per cent share in the year 2000 to 43 per cent as of 2011. There has been a growth in ratings for regional movies and events in West Bengal as compared to Hindi movies and events.
In Maharashtra, although total TV viewing remained steady, viewership of Marathi regional has seen a growth over last year. The growth is seen maximum on digital TV platforms (31 per cent), as compared to analogue set of viewers (13 per cent). Unlike 2010, the Marathi GEC genre had prioritised the airtime mostly for the higher ROI generating contents like fiction, movies and reality shows. Chat shows/ interviews (in Marathi News Channels) now constitute about 12 per cent of airtime contributing about 14 per cent of total viewership.
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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