ITV

Tag: Indian TV

  • Demand for TV transponders to triple in five years: PwC

    Demand for TV transponders to triple in five years: PwC

    NEW DELHI: The number of satellite transponders required by Indian TV broadcasters and DTH operators is expected to double or triple over the next five years.

    A new report from the Cable and Satellite Broadcasters Association of Asia (Casbaa) entitled “Easing India’s Capacity Crunch” forecasts that transponders required by the DTH industry will rise from 73 in 2012 to more than 220 in 2017 to meet burgeoning demands by Indian consumers.

    The report prepared by PwC was released at the Casbaa India Forum 2013.

    This rapid growth in transponder demand will be driven by the expected increase of TV channels in India, fuelled by strong growth of the Indian television industry over the next few years (expected CAGR of 14%).

    The continued proliferation of pay-TV services, coupled with cable digitisation, growth of regional channels and entry of foreign players will provide a fillip to growth. Given these driving factors, India can potentially have about 1,600 licensed channels by 2017, of which about 1,300 channels (80% of licensed channels), are expected to be operational.

    High growth in the number of HD channels is expected, due to growth in digital platforms coupled with increasing penetration of high-end TV sets that support HD viewing experiences. By 2017, India is likely to have approx 130 HD channels. This growth in the number of channels will lead to higher demand for C-band and Ku-band transponders.

    In the report, Casbaa and PwC make a series of suggestions for improving the management of India’s satellite industry, to make it more efficient and market-friendly.

    The report notes that Indian Space Research Organisation (Isro) is working hard to launch new satellites and procure additional spectrum to meet the burgeoning demand. Nevertheless, says the report, “it is unlikely that any single satellite operator will be able to fulfil even current demand, let alone the future demand for satellite capacity.” Foreign satellite operators will need to be encouraged to invest in capacity to serve the Indian market.

    “In spite of the urgent requirements for satellite capacity, there are challenges placing practical restrictions on leasing transponder capacity from foreign satellite operators by Indian players,” said John Medeiros, Casbaa’s Chief Policy Officer. “Key hurdles include procedural requirements and delays and short contract durations inducing uncertainty for both Indian players and outside investors.”

    Smita Jha, leader of PwC India’s Entertainment and Media practice, said: “Satellite capacity constraints impede the growth momentum of the Indian TV sector and impact the ecosystem of the industry. The capacity crunch could restrict the launch of local regional channels and special interest channels and could lead to a distortion of competitive balances in multiple ways.”

    The report encourages the Indian government to formulate policies and processes to spur growth in satellite services, and to explore opening up additional frequency bands for use by TV industry players. It suggests measures such as allowing DTH operators more freedom to easily lease more space on authorised satellites they already use, lengthening the allowable term of satellite transponder contracts, improving publicly-available market information from the government and ensuring adequate spectrum is available for satellite use in India.

  • Bacardi’s Dewarists gets Bronze in Branded Content and Entertainment category

    MUMBAI: Musical reality show The Dewarists, sponsored by Bacardi India’s Dewar’s scotch, won a Bronze Lion in the Branded Content and Entertainment category.

    This is the category’s inaugural year. The win is attributed to the show’s ‘non-Bollywoodish’ content.

    Fast food joint Chiptole’s ‘Cultivate campaign‘ bagged the Grand Prix in the category. The film followed the story of a farmer growing his farm into an industrial animal factory when he realises the benefits of sustainable farming and retraces his steps. The film also won a Grand Prix in Film Lions category.

    Bacardi’s entry won the metal in the ‘Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s).’

    The agencies involved in the campaign are Babble Fish Productions, Only Much Louder Entertainment and Design of Information.

    The category of Branded Content and Entertainment category has been introduced this year and has received 800 entries. There were 18 entries from India and Bacardi was the only one to make it to the shortlist.

    The Dewarists, a 10 part TV series, documented the stories and journeys of over 40 musicians from different genres. It was designed for a young urban audience. It saw participation by independent musicians ranging from Grammy-winners to lesser-known believers in their craft, as they explored 10 different locations across India, while creating seemingly unlikely but equally unique collaborations across musical genres.

    It was also the first Indian TV show to be simulcast online, rendering it more accessible as it got over 45 per cent mobile viewers.

    The target audience had been identified as the 25-34-year-old male consumer who likes to experiment but at the same time is apathetic towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online.

    The show’s YouTube channel got over 1.7 million, making it the top rated brand channel in the country at the time. Considering there are restrictions on advertising by liquor brands in India, Dewar’s Scotch gained over $1 million in publicity from The Dewarists. Through distribution of the 10 collaboration tracks created during the show for free, Dewar’s India Facebook page generated over 3.2 million social engagements and over 120,000 downloads.

  • News Channels: Sensation-fatigue, government’s attitude and regional channels will decide future content

    So, as one captain of the industry says, if the advertisers stay with the credible, then some channels will die out and TAM would have to ask itself serious questions, or “there will be no place for it in the Indian TV news market”.

    Lastly, come to the Content Code. If anyone feels that the government will wait and wait and not act till the news channels give in their draft, slated for this month end (but one never knows), then it would be foolishness.

    This is a precarious position for the ruling UPA and with Gujarat and Himachal Pradesh going the BJP way, it will be even more circumspect in dealing with the media. And yet, it is after all not the parties in power but the bureaucrats who bring out the pending issues in front of successive new ministers and make them do the things they want.

    Many bureaucrats –not necessarily just the ones in Shastri Bhavan – have suffered due to stings and for many of them, controlling content is important. So electoral concerns may have made Prime Minsiter Manmohan Singh ask I&B minister Priyaranjan Dasmunsi to soft pedal for the moment, but the government will ultimately set up the regulator and the code will be in place. At least, that is what Shastri Bhavan insiders have given us to understand.

    In the year to come, content will be shaped by a few things, of which the first will be the government’s attitude to it and that will largely be patterned on how the news channels behave vis-?-vis the government. They can do some serious work on their own Code and the chances are that the government will accept it, just as it had adopted the ASCI code for advertisement. However, if the attitude of the NBA is to play footsie with the government, they could well kill their own chances of governing themselves, which is the best thing one can wish for.

    The second deciding factor would be what some see as fatigue setting in on sensationalism, which even Naqvi has warned about. The channels themselves are running out of sensational ideas that are new and more importantly, that would last, for all the experiments have at last died, and the pace of mortality of newer ideas is increasing.

    The third will be the government’s position on TAM, and it has warned TAM when the CEO failed to turn up for a Parliamentary Committee meeting in Mumbai at the end of this year. If the government – and in all probability it will, because that is a way of controlling content without talking of the much hated Code imposes certain modes of operation and measures TAM must take for rating channels, it will have a direct impact on content.

    Last but not least, and though it will take some time, is the massive oncoming growth of regional channels and their own niche content that would drive the mainstream channels to do a hard rethink.

    For the moment, the proponents of serious journalism are assured, with IBN 7 seeking relief in the fact that they did touch 14 per cent and are doing better business than rival India TV; NDTV seeing market assurance from the fact of its grossing the second tallest figures, and CNN-IBN as well as NDTV going into the diversification drive emphasising that the serious guys are not about to fall by the wayside.