ITV

Tag: Deep Drona

  • Guest column: Is FTA ready for format shows?

    Guest column: Is FTA ready for format shows?

    MUMBAI: FTA Channels in the prequel era, before they left the space, had for the first time opened up a world of eyeballs and revenue that was being under-served and built successful revenues and business models. Since content was free and was already monetized and exposed on the pay channels catering to urban eyeballs for all the main players. However, while the business was lucrative and it added hundreds of crores worth in revenue to all the players in the FTA platform. Even the weakest player pulled in almost 100crs worth of advertising revenue with a relatively low cost of operation to air/run these channels. But the revenues weren’t negligible. In fact, a few channels almost matched big urban pay Hindi movie channel revenues. That was the kind of weight that FTA channels were punching with.

    Even at that time, over 170+ clients were buying these eyeballs & markets. These were mainly led by the FMCGs. The GRP pie was 500+ amongst the top six players in GEC FTA space and the trading levels were very low, as the mystical CPRP was designed for the urban & pay channel trading. A few players of the market got smart and made it U+R base, purely for negotiations and better rates. But no one was willing to unlock or set a benchmark for the rural group as GRPs on Rural base were available in 100s and more. So, the FTA pricing then became a Sell that had very little buy in from both sides of the table. But still, the revenue pie was over Rs. 1200 crores two to three years ago.

    Today, all players are back. The GRP pie is again back to its glory of 500 + and the clientele is also back to in excess of 160+ advertisers. This time we have new categories of clients that include education, gaming, etc but FMCG still leads the pack. But as most old clients have matured in the urban market, they are looking for newer markets to grow in. The brightest minds speaking and predicting about the recovery of the economic growth are pointing towards “Rural first”. All this is giving the FTA channels a massive advantage as these markets had to depend on print/outdoor/radio and cinema and got very little support for TV. That has now changed. The revenue pie too has recovered the fastest for FTA and has grown despite the challenges that the other categories of channels are facing in terms of ad bucks.

    Learnings from then and now: Will the Twain meet?

    The trading levels are designed for urban pay channels to take lion’s share of the revenue pie. Investments for pay channels are of course significantly more or rather better read as that investment in FTA Hindi GEC is significantly low. Most FTA channels have a larger interest as they have pay and urban centric channels as a group. So, it’s a catch-22 on how to work the true value of the seemingly presented poorer family member. If the business plan is to be looked with the lens of ‘Since content is free, all the value generated is profit’ then this space will languish instead of flourishing.

    Is FTA ready for format shows? Is FTA ready for original shows with U+R or rural taste in programming? Are education and sports (non-cricket) ready to build successful revenue models on this platform? Can made for FTA movies be produced at budgets that can be supported by these channels? In spite of having the world’s leading badminton players, we struggle to build a revenue model around it. Wresting too has arguably been a great opportunity missed.

    All in all, can FTA be priced  aptly and fairly for the audiences it delivers and the markets that it reaches? Can FCT that was free commercial time but was always paid for be applicable to FTA as it’s called free to air?  Interesting times await…

    (The author is COO, Enterr10 Television. Indiantelevision.com may not subscribe to his views.)  

  • Dangal seeks to ramp up original TV programing

    Dangal seeks to ramp up original TV programing

    MUMBAI: In March 2019, the big four networks pulled out of DD’s  FreeDish service as TRAI’s new tariff order did not allow FTA (free to air) channels’ inclusion in the pay channel bouquet. However, it was the apt time for FTA channels to make merry.

    One such network was Enterr10 Television. The network’s Hindi FTA GEC Dangal TV gained significant viewers and today, it is one of the most popular Hindi GECs.

    Its top shows, Ramayan and Crime Alert, among others, brought it a one-fifth share of the viewership in the Hindi-speaking market (HSM), Many of the current shows on Dangal TV include those based on Indian mythology and reruns, sprinkled with a few original productions.

    “We have observed that putting original content has been a game changer for the other players in the market. Creating original content is the only way forward,” says Enterr10 Television COO Deep Drona. “ I have observed that the audience in FTA space is no more different then the  paid audience in terms of wanting to watch good entertainment.”

    He also highlights that TV  consumption amongst viewers is back to normal because the original programs are back on track. Drona believes that the many Hindi GEC channels with fresh programming line-up have significant advantage over other channels.

    He is quite optimistic about a new show- Aye Mere Humsafar – which is going to hit the screens in the coming week. Another four new series will debut on Dangal over the next two months, taking costs up by 40 to 50 per cent.

    According to him Dangal continued to be the leader in the rural market for the initial three months of the lockdown in terms of viewership; ad revenues however did not match up to the audience surge. But Drona points out that currently the channel is faring better than the pre-Covid2019 level with inventory fill  levels going back to what they were before the pandemic. He shares that adex had softened in the months of May and June but now things are getting back to normal.

    When most of the channels are worried about IPL, Drona thinks the entire FTA space will be spared from the brunt of the cricket extravaganza. He opines that the impact of IPL will not be very high especially for FTA channels.

    In its thirteenth year, the IPL is coinciding with the festival season, which is expected to lead to a reallocation of ad spends on TV. Drona shares that as IPL is a large property and everybody knows what kind of rating it can deliver; channels have planned a certain strategy to overcome this.

    “IPL is also coming at a time where viewers are dying for live sports content. So, there are many things that are going in its favour,” he explains. “For the past six to seven seasons it has been observed that IPL ratings do not disrupt GECs anymore. But this time it is a unique year no one can predict what will happen because it is coming during festivities. However, it will shake the advertising revenue and viewership.”

    His view is that  post-the- Covid2019 and lockdown period,  rural India  appears to be showing signs of a rebound; urban seems to be lagging behind, because many cities are partially contained still. With DD FreeDish more accessible in rural areas, it’s no wonder that Dangal has become a favourite hunting ground for FMCG advertisers.

    Says MediaDonuts MD Vidhu Sagar: “Advertisers are fundamentally interested in reach. The fact that audiences are flocking to  FTA channels such as Dangal, effectively turning them into potent messaging delivery avenues, is a win-win situation for both advertisers and the channel. The channels have chosen to forgo potential subscription revenues only since they believe greater audience traction would more than make up by way of advertising revenues. And advertisers are basically ROI-oriented. Greater reach is the most preferred option. If it’s courtesy of FTA channels like Dangal, so be it, that is just the way the cookie crumbles.”

    Uttar Pradesh, Uttarakhand, Chhattisgarh, Madhya Pradesh and Maharashtra are very strong markets for Dangal as majority of its audiences come from this belt.: “There is a lot of work to be done in places like Gujarat, Rajasthan and other urban markets but our strengths lie in the Hindi speaking belt,” reveals Drona. “As of now, we will continue to focus on these markets.”

    The channel is currently working with Swastik Productions, Shashi Sumeet Productions, Rashmi Sharma Telefilms and few others. Dangal is also looking at creating more home-based shows in the near future.

  • Dangal TV’s strategy to be on top of the FTA game

    Dangal TV’s strategy to be on top of the FTA game

    MUMBAI: Last year was a roller coaster ride for broadcasters across categories, courtesy the new tariff order by the Telecom Regulatory Authority of India. Apart from smaller players, even the big four television networks, including Disney-Star India, Zee Entertainment, Viacom18 and Sony Pictures Network India got hit. 

    In March 2019, the big four networks pulled out of DD Free Dish as TRAI’s new tariff order did not allow FTA (Free to air) channels’ inclusion in the pay channel bouquet. However, it was the apt time for FTA channels to make merry.

    One such network was Enterr10 Television. The network’s Hindi FTA GEC Dangal TV gained significant viewers and today, it is one of the most popular Hindi GECs. Dangal emerged as the undisputed leader in the rural Hindi speaking market (HSM), while maintaining a decent hold in urban areas as well. 

    Recently, all the networks came back on DD Free Dish, albeit with their secondary channels. Enterr10 Television COO Deep Drona is unfazed by this move. 

    He says, “More players will create a bigger basket of choice for viewers to follow and choose from, but the biggest gain the FTA space will see is also the market place in terms of viewership increase. Not too long ago when the FTA space had all the Big four channels and Dangal, the marketplace was bigger in viewership/GRPs. More players with popular shows will create competition for sure, but the bigger players will help in growing the space in every sense. There is room for all.”

    He does not see this move as a disadvantage. Drona points out, “A challenge in the space was waiting. It was inevitable to let any marketplace stay enviably as an exclusive space for very few players, especially when there is revenue to be made. Dangal will face the challenge of four or five FPCs available for viewers of FTA to view and sample.

    Unlike pay markets where players came in one by one as part of their journey, in FTA we are going to witness a jump on the wagon by four or five GEC players simultaneously. So, it’s going to be a first for all of us in these current testing times. Dangal, along with others, will have the same challenge of holding on and contributing to growth/increase of the viewership base with its programming.” 

    Dangal TV emerged as one of the most-watched channels in India across genres, thanks to a well-thought-out strategy of curating selective old shows and producing originals on Indian history and mythology, apart from the usual dramas.  

    The channel has been topping the viewership chart almost every week since March 2019. In week 22 of Broadcast Audience Research Council (BARC) India data, Dangal, with 928,309 impressions, was the topper in the rural market, leaving behind contenders like Big Magic, Star Plus, Sony Sab, DD National, Star Utsav and others.

    Now that Dangal has made a place for itself in the market it needs to keep the ratings afloat. Drona states that despite being a leader after the other players vacated this space, Dangal continued to strengthen the FPC with original programming like Devi, Pyaar ki Lukka Chuppi, Alif Laila and Crime Shows. Besides these, there are also other shows that were commissioned and are on the floors.

    “We will continue on our path of what we feel relevant and necessary to hold on to our viewership base and also take the necessary steps after looking at how the entire space starts to evolve with multiple players together. The incremental audiences that will get added are up for grabs for all players including us,” Drona elaborates.

    Dangal also is positive that more players will help improve ad rates. Drona shares that the bigger groups will help move benchmarks higher and will also help split ad spends from weaker pay channels who right now have lost viewership base. 

    “The biggest plus that competition will do is help increase ad rates. The big four channels are not coming to this space to stay at their current revenue levels, they are looking at 3x and more growth and wanting to surpass revenues than they were billing a year or more ago. Because if that does not happen for them, this decision might not feel as gratifying or justified then," he shares. 

    “If a client’s markets are more suited to FTA eyeballs then we will see shifting of spends. These are trying times and value for the ad buck is getting questioned and re-evaluated. Suddenly the so called CPRP deflator positioning of an FTA channel will move to unique value adding channel. If these were CPRP deflators, there will be six or seven channels to choose from and there are as many or lesser big pay channels, so the ecosystem is going to spin. Price/trading points will have to be re-calibrated," he points out.

    Drona feels that the client list now isn't very deep but with bigger players, it can present a compelling and aggressive case to woo ad bucks.

    However, it also depends on whether the Indian Premier League (IPL) might get scheduled for later this year.

    “Arguably if IPL happens in Q3, it could disrupt the entire revenue pie-chart for the ecosystem. Impact bucks will ride on IPL and efficiencies will be sought from the rest of the channels and FTA will be a great partner to the IPL impact buys,” he opines. 

    With the street getting busy, Dangal's strategy will be to look around, adapt and change accordingly. "All of us will first let the ripples settle and then have a re-jig to the FPC we start with or have in place right now,” Drona concludes.  

  • Enterr10 Media appoints Deep Drona as COO

    Enterr10 Media appoints Deep Drona as COO

    MUMBAI: Enterr10 Media has appointed Deep Drona as the COO. In his new role, Drona will report directly to Enterr10 MD Manish Singhal. As the COO, he will be responsible for the overall growth of the organisation. Also in the portfolio are Enterr10 Movies and Bhojpuri Cinema.

    Drona aims to bring in synergies in the operations across the entire organisation and scale up revenues of the entire group. His latest assignment was with ITW Consulting as chief business officer, where he streamlined and scaled up the business with new revenue streams in a short span of time.

    “We are very excited to have Deep Drona in our group at this critical juncture to contribute and lead the change and build the perception of the organisation and take the group to newer heights. Deep with his experience in the media business has successfully led large teams and big revenues in Hindi entertainment and sports space successfully,” said Singhal.

    With over two and a half decades of experience, Drona  joins Enterr10 Media post his stint at ITW Consulting and prior to that a very long and very successful stint at SPN India where he was cluster head – Sales (Movies & Sports) of all Sony Sports channels and Movie channels MAX, MAX-2, FTA- Sony WAH.

    Drona has also led the sales launch initiatives of the sports cluster before the buyout of Ten Sports and the music channel MIX and the movie channels Max 2 and WAH. He has under his leadership successfully delivered the first 10 seasons of IPL, ICC Events and other marquee Indian cricket bilateral tours of South Africa, England, Australia and others. FIFA, WORLD CUP’s, WWE, La Liga, Champions League and SeriaA were some more properties that were helmed during his stint at SPN.

    Prior to SPN, he was with SABTNL where he set up sales operations and also launched successfully SAB TV. He launched his TV career at Nimbus Communication.

  • ITW Consulting appoints Deep Drona as chief business officer

    ITW Consulting appoints Deep Drona as chief business officer

    MUMBAI: ITW Consulting, an affiliate of Global Sports Commerce specialising in crafting and executing multi-faceted brand management solutions across sports, entertainment and media, has appointed Deep Drona as chief business officer w.e.f. from October 2019.

    Drona will be responsible to streamlining and creating synergy amongst all verticals of ITW to provide 360 degree solutions to our clientele. Additionally, he will be developing and implementing new IP’s in the global market across sports and other business lines and assist ITW consulting management in achieving its next level milestones in National and International Markets .

    “As we further scale up our business in the market with new networks and offerings, we see great potential in bringing more synergy across different revenue functions of ITW. Deep’s incredible knowledge and experience will help us further streamline and provide 360 degree solutions to our clients. We have our expertise in sales, consulting, talent, events, content, sports media planning and buying, all under one entity. Further we would like ITW establish its credentials as a complete sports, media & entertainment organisation. We see Deep with his rich experience in sports & entertainment to add to our vision & meet our aggressive plan to establish ITW as a leader & forefront player in the market,” says Bhairav Shanth, co-founder & managing director, ITW Consulting Pvt Ltd.

    Drona said, “I am excited to take up this role and explore newer possibilities. I look forward to working with the team to build and execute impactful strategies as I embark on this exciting journey. ITW is unique in terms of the services they offer, they are in an end-to-end company with solutions for clients offering sales and marketing opportunities across sports media and entertainment along with being the largest sellers and consultants on cricket rights. Besides this ITW group companies ITW Global, DOOH, Playworx Entertainment, MediaWorx, Catalyst also offer a world of opportunities for collaboration to pitch 360 to clients.”

    With over two and half decades of experience, Drona joins ITW post a long and very successful stint at SPN India Pvt ltd. Earlier he was cluster head Sales of all Sony Sports channels and Movie channels MAX, MAX-2, FTA- Sony WAH. He has led the sales launch initiatives of the sports cluster before the buyout of Ten Sports and the music channel MIX and the movie channels Max 2 and WAH. Drona has under his leadership successfully delivered the first 10 seasons of IPL , ICC Events and other marquee Indian cricket bilateral tours of South Africa, England, Australia and others. FIFA, WORLD CUP’s, WWE, La Liga ,Champions League and SeriaA were some more properties that were helmed during his stint at SPN.

    Prior to SPN, he was with SABTNL where he set up sales operations and also launched successfully SAB TV. Nimbus Communication Pvt Ltd is where he began his TV career.

  • Mumbai Marathon: Business suits were replaced by track pants in India’s biz capital

    Mumbai Marathon: Business suits were replaced by track pants in India’s biz capital

    MUMBAI: As it happened the corporate world of Mumbai left their business suits away and decided to hit the roads wearing jogging kit and sports shoes to participate in the largest marathon in South Asia.

     

    The battalion of runners was filled with dignitaries from every sector of industry, and their successful completion was soon visible on social media, as they shared their rejuvenating story on various platforms.

     

    HBO India managing director Monica Tata wrote on social media, “With everyone posting their marathon achievements today, let me also put mine. Did the dream run for Isha Vidya along with my daughter Dania and we have raised so far Rs 1.8 lacs for them! With few more weeks to go before the deadline is over hopefully will cross 2 lacs! Thank you so much to all the people who have donated generously. With heartfelt gratitude and blessings from the rural kids you have helped make a life.”

     

    Monica’s noble post was followed by film maker Kailash Koppikar’s post stating his lap timings. “Finished the Standard Chartered Mumbai Marathon 2015 – Half Marathon in 2:13:37,” he wrote.

     

    Grey India managing director Sunil Lulla used social media to let people know who all he dedicated this effort to. “It was a glorious morning, with my running partners, Lazarus and Krishna. We started and finished together in 1 hour 57 mins, over 21.10 km. Lazi broke his jinx of under 2. Simply superb performance by Lazi. Great friendship progressing ahead, with Krishna sacrificing his timing to run together. This run dedicated to Amrita and Parthiv Kilachand on their 15th wedding anniversary. In addition dedicated to Children’s Movement for Civic Awareness,” he wrote.

     

    Sony Max and Sony Six executive vice president – sales Deep Drona reached his personal best and took social media to thank his well wishers. “Dear all, thank you very much for the encouraging words I completed my 3rd SCMM and am keeping the streak of improvement going. Clocked 2:00:18 hrs,” he tweeted.

     

    Media veteran Bharat Kapadia was proud of his feat and tweeted, “My best timing so far for the half marathon… 2:12:28.”

     

    Like them, hundred others from the fraternity descended on the roads to test their limits and spread awareness about various causes as they proudly brandished their achievements on the social media.