ITV

Tag: Television

  • Ad budgets in US shift from television to digital platforms

    Ad budgets in US shift from television to digital platforms

    NEW DELHI: Even as the switch over to digital technology is beginning to show pace in India, digital video ad spend grew by 42 per cent over the past year to total $7.46 billion in 2015 in the United States for the sixth consecutive year.

     

    Within the next four years, that number is expected to nearly double and reach over $13 billion by 2019, according to a report on 2015 US State of the Video Industry by Verizon’s AOLPlatforms.

     

    According to the report, marketers are reprioritising traditional advertising budgets and adding dollars to digital video. TV budget growth is stagnating, with a sizeable portion of those dollars being reallocated to video advertising.

     

    Mobile and video are converging, posing new opportunities and challenges to the industry. Overall mobile video advertising spend increased 18 per cent since 2014, but marketers say measurement remains a key pain point.

     

    Almost 91 per cent of brands and agencies are buying video programmatically and continue to make larger investments into the technology year-over-year. Eighty-eight per cent of publishers claim they sell their video inventory programmatically, a noticeable 37 per cent leap from 2014.

     

    Programmatic TV is gaining popularity as audience fragmentation hits an inflection point. Over the next year, 41 per cent of television buyers–a 3x increase since 2014–plan to rely on programmatic technology to make more strategic TV investments.

     

    Advertisers and agencies devote over 30 per cent of their overall video budgets to branded video content. Brands intend to grow these investments 10 per cent in the next year.

     

    AOL Platforms surveyed nearly 300 US brands, agencies and publishers to get a holistic view of the current state of video advertising.

  • ‘The more local digital advertising gets, the more effective it will be:’ Amagi co-founder KA Srinivasan

    ‘The more local digital advertising gets, the more effective it will be:’ Amagi co-founder KA Srinivasan

    In this era of digitisation, the advertisement ecosystem has taken a big leap with digital advertising entering the fray. There was a time when people used to read advertisements, and then with the advent of television came visual ads, which could only be shared by word of mouth. Now with access to internet, ads can be read, seen and shared with help of just one device.

     

    With brands choosing the digital platform to announce launches of new products with help of email marketing, search engine marketing mobile and web marketing, have now given ads a new dimension to reach people. Digital advertising has broken the limitation of time slot for ads and has increased reach by leaps and bounds.

     

    Amagi co-founder KA Srinvasan spoke to  Indiantelevision.com about geo-targeted marketing, brands shifting towards digital marketing and much more.

     

    Excerpts:

     

    Many channels are tying up with Amagi for geo targeting. Property Now from Times Network is one of them. Do you think split broadcasting will be the way forward?

     

    Hyper local advertising will be the future of broadcast and television; in general it is going to be more geo targeted. Customised content created as per consumer’s preference is going to have a lot of impact. With the concept of geo generic mass content, as content becomes more local, the ad’s visibility for viewers will increase. Nowadays, content is created based on country, city and regional level not just in India but across the globe. The original goal for over-the-top (OTT) in digital world is to personalise lifestyle and provide content depending on consumer’s interest, preferences and their past watching behavior.

     

    What do you think will define the new era of effective advertisement?

     

    The change that we have observed is the more local advertisements get, the more effective it will become. Many of our advertisers are targeting specific local audience. It is effective from both advertising and communications perspective. Viewers will identify the product and advertisers will have a much better brand name at regional levels. From a content owner’s perspective, more advertisers will be able to reach out and from a broadcaster’s perspective, the future is all about getting local in terms of content.

     

    Now after installation of your technology in multiple system operators’ (MSO) headend, how do you plan to seize digital?

     

    Keeping that in mind, we launched a product called Thunderstorm, which allows television content owners and television networks to provide personalised advertising in the digital space. Our customers will be able to deliver their content over mobiles, tablet, and television screens and on web. However, there is one problem with monetising the content as the ads, which are telecast on television and which go on the sites are the same. The same goes with handsets. Everyone is watching the same ad on mobile but it is not giving any revenue. We have built a platform that allows advertising networks to have completely different advertising depending on the targeted audience and geographical area.


    Is Amagi focusing more on the digital space now?

     

    We are enabling content on advertising for television and helping local network owners to ‘hyper local’ the ad content. As content viewing shifts more towards digital, we are trying to bring the product in a more personalised way in digital. Our aim is to personalise and localise cable, television and digital.

     

    From many years the ten second ad slot has been ruling television and continues to do so. What more will the digital medium adapt?

     

    Today, the digital media is used as a distribution platform by television networks. What we are trying to do is, using the same content in different versions and using the digital platform for distribution of these ads. In terms of distribution, digital can do much better experimentation and inter-activity than what traditional television offers. Many advertisers are not only creating one commercial but creating multiple versions of it. On the digital platform, attention time span is going to be very limited as compared to traditional television. And because of this broadcasters and advertisers are experimenting. They are trying to create content, which can get the brand name in just five seconds, so that the user does not skip it.

    Digital allows fine grain targeting and that is the reason why we are able to do a lot more interesting stories. It is going to evolve and shift the platform from television to digital. We will then see more of digital specific content. 

     

    How many broadcasters do you have on board right now?

     

    We have around 20 plus broadcasters and multiple television channels across many countries. And at the end of this financial year we will have 40 plus channels. And many of them are from traditional satellite and television that are shifting towards the digital platform.

     

    You talked about the product Thunderstorm for creating personalising content for advertising. What are the new innovations that Amagi is currently focusing on?

     

    We have partnered with television networks to conceptualise content better. Geo targeting is focusing on satellite to help advertisers in creating personal advertising. We aim to eliminate satellite completely and move to digital where they can use closed bar internet technology. By using that platform, they can deliver their content in fraction of the cost to operators and consumers not only in India but around the world. Many big platforms are leveraging ahead from traditional television and satellite. We see rapid growth in terms of digital advertising in future.

  • “Television will move to Internet completely:” Netflix CEO Reed Hastings

    “Television will move to Internet completely:” Netflix CEO Reed Hastings

    MUMBAI: As the digital era ushers in with full gusto, Netflix CEO Reed Hastings is of the opinion that in a few years’ time, television will move to the internet completely, which has made many a international players in the cable and television broadcast industry shifty in their positions.

     

    In a recent interview with CNBC, Hastings said that in the next 10 to 20 years, television will shift completely to Internet, and his two cents are on the fact that Internet will be one of the fastest growing industry.

     

    Hastings may come off as bold, but his statement are in fact backed by facts and figures. The recent drop in subscription rates seen by television giants like Disney and Fox clearly indicates how rapidly the consumer is choosing internet as their staple platform for content consumption, be it entertainment, fiction or non-fiction. On the other hand, Netflix confirmed an addition of 3.3 million new subscribers in their quarter ending in July.

     

    When asked for his opinion on more and more people choosing to watch television on the internet rather than cable TV, Hastings told CNBC, “There are a few people that have cut the cord, but it is very, very small still today. But it’s a worry about the long term.”

     

    Considering its humble beginnings as a mail-order DVD company in 1997 to being an internet colossus worth over $32 billion, it will be right to say that Netflix is in for the long haul may even outrun some of the world’s biggest cable networks.

     

    The credit goes to internet, says the CEO of one of the world’s largest online video streaming platform. “It’s really the Internet. The Internet is transforming so many sectors of our economy, and we are Internet TV; and that sector has grown from very small 15 years ago to starting to be significant now,” Hasting asserted enthusiastically in his interview.

     

    Armed with analytics tools, Hastings stressed the importance of learning and evolving through time and new technology updates to survive in the market. “We are just a learning machine. Every time we put out a new show we are analysing it, figuring out what worked and what didn’t so we get better next time,” he adds.

     

    He also mentions that Orange is the New Black and House of Cards — Netflix’s two original shows – are the platform’s trump cards. With their ambition to spread their reach in Asia Pacific and the Indian subcontinent, the question remains if this formula will have the same impact as it did in America and Europe, especially in India, where broadband speed is still not up to international standards.

  • Nielsen to conduct India’s TV universe estimation study for BARC India

    Nielsen to conduct India’s TV universe estimation study for BARC India

    MUMBAI: The Broadcast Audience Research Council (BARC) India has assigned Nielsen to conduct India’s largest universe estimation study on television ownership and viewing habits.

     

    The study will provide the marketing industry with an in-depth understanding on count and composition of television households in the country, with updated numbers over time as industry currency, addressing questions such as number of televisions per household, viewers and viewing habits.

     

    As part of the study, Nielsen will cover three lakh households sample size, and the first round of findings will be released by BARC in early 2016. This by far is the largest study of its kind. The technology used ensures a quick turnaround hence the data will not get dated when released.

     

    With a focus on providing a robust and expanding panel to measure television ratings in the country, the study will also gather data on television owning households in small towns and rural India. As an additional layer to measuring television audiences, the study will capture the paradigm shift in content viewing between linear mediums like the television set, and also digital mediums such as smartphones, tablets, PCs etc. 

     

    Nielsen was chosen after a rigorous pitch process, and was awarded the contract based on their superior understanding of the environment and challenges; and the use of novel technology and processes.

     

    The study will be conducted using innovative technology, and with a digital focus. Tools and methods like Computer Aided Personal Interviews, GPS technology and Phone number validation via OTPs will be deployed to ensure greater efficiency in the interview process, increased accuracy and transparency through the end to end process.

     

    BARC India CEO Partho Dasgupta said, “As we introduce a new system of television ratings in the country, we are also cognisant of the need to understand the changing  television audience across the country. This pioneering study will help address many questions faced by the industry today, and be a ready reckoner for marketers and advertisers, besides helping the panel expansion for television measurement as well. The methodology that has been selected will reduce the time taken for the study, and allow for a quicker turnaround compared to traditional methods.”

     

    Nielsen India MD Prashant Singh added, “The appointment is a testimony to Nielsen’s expertise, and we are excited about being chosen by BARC on this prestigious project. Our vast infrastructure, quality processes and latest technology in data capture and world-class standards, lends a perfect combination to ensure that this study, arguably the largest one of its kind in the country, within the media sector, gets completed in record time.”

  • Both TV & digital mediums are here to stay: PromaxBDA

    Both TV & digital mediums are here to stay: PromaxBDA

    MUMBAI: With the advent of social media and new usage platforms, the way people consume media has changed and how.

     

    At the PromaxBDA conference, an interesting session with Google partnership director South Asia Ajay Vidyasagar and Discovery Networks VP marketing Rajiv Bakshi threw light on how media is consumed and is leading the way for television of tomorrow.

     

    Spatial Access founder Meenakshi Menon moderated the session.

     

    Vidyasagar said, “The space has moved from creating content to creating a fan base. The consumer uses content to express himself.” Citing an example of when he joined Google in 2010, he said, “In 2010, the Indian audience gave a total of 500 million views, while today it gives about 350 billion views for the content that is available on YouTube.”

     

    YouTube is a platform for creators to engage and communicate with audiences, which television lacks. Sharing his views on how television will continue to exist, Bakshi said, “We’re no longer a traditional medium. We’re a contemporary medium. In spite of having entered the phase of digitisation, we are growing. So even if digital exists, television will continue to be there for the audiences. It caters to different sets of audiences. Moreover, people like to consume content on all platforms.”

     

    “We started Discovery in India with two channels. Today we have 11 channels, including one GEC – ‘Investigation Discovery,’ which we launched recently. So there is an audience for all types of content. India is evolving and TV is robust and growing,” Bakshi added.

     

    Raising a question, Menon asked how TV reconciles with the fact that content cost on TV is very high, whereas on YouTube it is bare minimum and in spite of this, YouTube gets a million views and a billion fans to their content.

     

    Answering Menon’s question, Bakshi said, “From a short term business point of view, the YouTube model is fine. But from a long-term business point of view, one needs to have a 24-hour content model. Eventually, in India people want maximum entertainment and minimum effort and TV is giving exactly that.”

     

    Speaking about the evolution of media, Vidyasagar said, “When print came, the word of mouth publicity did not lose its business. Similarly, when radio and television came, print did not die. None of them have impacted the value of existing media. The need for one to consume news is increasing and hence every medium is here to stay. The only important point to keep in mind is that content is an asset and in today’s world it needs to be made relevant to different devices.”

     

    While we know that a lot of producers are creating content for digital and showing it on digital, Vidyasagar stated an example where Jimmy Fallon actually engages with audiences on digital to bring relevant content back on TV. In the end, it’s a loop of usage. Digital is not taking away from anybody, and neither is television. Both the mediums engage consumers.

     

    Vidyasagar added, “For instance, in India the highest searched channels on YouTube are that of television networks because their content is available on YouTube. Eventually, the consumer gets the core benefits of the content available on digital and on television.”

  • Industry sees higher growth than GroupM’s 12.6 per cent estimate

    Industry sees higher growth than GroupM’s 12.6 per cent estimate

    MUMBAI: “Acche din aa gaye hai,” said GroupM south east Asia CEO CVL Srinivas while unveiling the agency’s ‘This Year, Next Year 2015’ annual report.

     

    As per the report, India’s advertising investment is expected to reach an estimated Rs 48,977 crore in 2015, up 12.6 per cent from last year with digital leading the pack with 37 per cent growth and television following at 16 per cent.

     

    Last year, the growth of 12.5 per cent was attributed to the heavy ad spending due to the general and state elections and industry categories like e-commerce and telecom. Keeping the same positive attitude, the agency feels that 2015 will also move upwards.

     

    Agreeing with it, the industry believes that with the economy going up in a positive manner, the numbers could even go higher.

     

    Speaking to Indiantelevision.com, Parle Products marketing general manager Praveen Kulkarni says, “ARPU (average revenue per user) is going to be better this year and ad spends will increase further.”

     

    According to him, various initiatives taken by the government will bear fruits in the coming months. “2015-2016 will see a positive turnaround in the economy and the overall AdEx can grow up to 15 per cent,” he adds.

     

    Voicing the same sentiments, HDFC Life marketing, product, digital and e-commerce senior executive vice president Sanjay Tripathy, sees an upward trend across all media. “The gross domestic product (GDP) grew at 6.9 per cent in 2013-14, and if it continues to grow, then AdEx is bound to increase as well. I see it going even beyond 12.6 per cent and as for digital, it can go up to 40 per cent,” he states.

     

    However, L&K Saatchi & Saatchi India CEO and managing partner Anil Nair is a little conservative about the numbers. “Digital has various buckets from where the revenue comes in. Apart from media, there are other digital assets like apps as well. I don’t think we can put a number on the growth as I feel the industry will take at least one more year or so to touch a 37 per cent growth number,” he says, as he believes that numbers could increase for categories like retail but one cannot generalise.

     

    “Definitely, the medium is growing faster than the rest but I would still peg it a little lower,” Nair adds.

     

    As for the television, with new channels being launched by networks as well as investment in the digital platform and the ICC World Cup followed by the Indian Premiere League (IPL), the medium is moving forward.

     

    Stating the example of recently announced yet-to-launch &TV, ZEEL chief sales officer Ashish Sehgal believes that with new channels comes added inventory. “World Cup and IPL will obviously help the channels as well as digital mediums. And as and when Broadcast Audience Research Council (BARC) releases its data, the advertising spend on television will see an upward trend as well,” he says.

     

    However, Sehgal is a little cautious as well and believes that the numbers will be more close to reality when the next financial year begins in April.

     

    The out-of-home (OOH) sector will see a drop this year as the agency estimates it to grow only by four per cent. Milestone Brandcom (part of Dentsu Aegis Group) MD and CEO Nabendu Bhattacharyya adds, “I guess GroupM has based the report on last year’s general elections but I believe that the sector will continue to grow by 10 per cent as the economy is stable. With e-commerce investing heavily on the medium and support of real estate and jewellery brand as well as infrastructure growing across cities and towns in the country, the medium has nothing to fear.”

  • Big Star Entertainment Awards set to ring in the New Year on Star Plus

    Big Star Entertainment Awards set to ring in the New Year on Star Plus

    MUMBAI: The Big Star Entertainment Awards celebrates the biggest entertainers of the year across the fields of bollywood, television, music, sports and their contribution to the entertainment industry.  A joint initiative between 92.7 Big FM and Star Plus, the fifth edition of Big Star Entertainment Awards is all set to air on Star Plus on the New Year’s eve.

    Last year, the popular award show attracted a TVT of 12.4 and it is touted to only get bigger this year. The award function will be marketed across radio, television, print and social media to ensure maximum tune-ins.

    Speaking of the fifth edition of the Big Star Entertainment Awards, Reliance Broadcast Network CEO Tarun Katial stated, “The award and our partnership with Star Plus has matured wonderfully and we are happy to once again bring together a congregation of the finest entertainers from across industries. This is part of our endeavour to empower audiences with a democratised award which allows them to choose their most favourite entertainers. We look forward to celebrating the evening with the industry and offering audiences an engaging watch on New Year’s eve.”

    As seen each year, the Big Star Entertainment Awards will be 100 per cent based on people’s choice right from the nominations to the final winners. Voting process will be carried out through radio, television and digital mediums.

    Entertaining the viewers year after year, the Big Star Entertainment Awards recognises and felicitates the talented members of the industry.

     

  • Are film promotions on TV losing novelty?

    Are film promotions on TV losing novelty?

    MUMBAI: Television has carved a niche for itself in India.  There are many different kinds of shows ranging from fictional, non-fictional, reality and seasonal programmes. While the film fraternity used to earlier view television as a subordinate to movies, today, it is hard for the fraternity to imagine its existence without television. Over the years, television shows have become the most sought after platform when it comes to film promotions. Films are being promoted radically on every show and by doing so, the audience gets a chance to formulate opinions about an upcoming movie. The films get noticed and it builds curiosity amongst the viewers. But is this trend wearing out?

     

    Speaking on how the promotion of films influences the audience, producer of Taarak Mehta Ka Ooltah Chashmah, Asit Kumar Modi says, “Film promotion on television shows is very common. These days, everybody needs media publicity. So, a film will definitely benefit by being on a popular show on TV. At the same time, the TV show will also have celebrities for an episode or two. It’s a win-win situation.”

     

    Having a similar opinion on the impact of film promotions on television, producer of Diya Aur Bati Hum, and Punar Vivah, Sumeet H Mittal opines, “I believe it works to the advantage of both the show as well as the film being promoted. For the television series, it gives the audience a twist to look forward to while in the case of the film being promoted, it helps to reach an assured mass audience.”

     

    With the stupendous success of ‘Happy New Year’ (HNY), one has to agree that marketing strategies are vital for a film to get the right kind of attention. The baadshah of Bollywood, Shah Rukh Khan promoted HNY on platforms like ‘Kaun Banega Crorepati’ (KBC), ‘Comedy Nights with Kapil’ and went a step ahead by even launching a reality show, ‘Dil Se Naachein Indiawaale’ on Zee TV.

    Founder of Director’s Kut Productions and director of many popular hit television shows, Rajan Shahi, expresses, “In terms of film promotions on television, I feel that the novelty has gone away. Few years back, it was a rarity to see a Bollywood celebrity on television. The audience used to look forward to it.  It was something new and generated lots of curiosity. These days, every film is being promoted on every show, on various channels. It is not as exciting as it used to be before. The audience has understood that these are all promotional tactics.”

     

    Well, the fact is – trends are temporary. The audience today is wise enough to understand that a celebrity appearing on a show is just part of the movie’s promotional campaign. Whether or not this promotional mechanism will be equally popular in the next few years would depend on what new marketing strategies film makers come up with.

  • RBNL inducts new talent for growth of TV business

    RBNL inducts new talent for growth of TV business

     MUMBAI: Big Magic, the flagship entertainment channel from Reliance Broadcast Network has roped in Sahil Kangotra as its business head and Shalini Gupta as chief marketing officer for the television networks: Big Magic, Big Magic Ganga, Big Thrill and Big Magic International.

    In their respective functions, Kangotra and Gupta will report to RBNL COO Lavneesh Gupta and will be the torchbearers, leading the television team through its next level of growth. Having successfully created radio network 92.7 Big FM, Reliance Broadcast Network is poised to drive growth and profitability for its TV business.

     An IIM Lucknow alumnus, Kangotra joins RBNL from ICICI Lombard GIC where the last position held was in the capacity of corporate solutions group VP. With over 12 years of work experience Kangotr’s expertise lies in building growth through effective trouble shooting and leading through people management.

    Kangotra said, “I am excited about my foray into the broadcasting space and there could be no better Company than Reliance Broadcast Network, which is at the hub of the media evolution. I look forward to complementing the team’s strengths and adding value, to create optimal results for the business.”

    Gupta, an MBA in marketing, with her extensive experience of over 15 years, will be responsible for driving market share and viewership along with creating brand saliency and buzz for the television network. She has been associated with brands/organisations as Bharti Airtel, Loop (BPL) Mobile, Parle Agro and Grey Worldwide across various roles.

    Gupta stated, “I look forward to driving growth and higher market share for the television network and carve a distinct brand identity within the huge media clutter. Along with the leadership innovating team, I endeavour to create another success story for the television business.”

    The COO said, “Shalini and Sahil each bring on board extensive and diverse experience which will further augment our brand’s growth and performance. It is our immense pleasure to announce their association with our television business, and we are confident that their proficiency will enable us to lead us to our next level of growth.”

     

  • Good writers are hard to find, says the television industry

    Good writers are hard to find, says the television industry

    MUMBAI: The heartbeat of any television programme lies in its story and content. Developing good content through various ideas and imagination is a significant priority for television channels and producers. Story-telling, as they say, is an art and the small screen is constantly looking for compelling scripts that tell stories which entertain, engage and enrich the audience. Over the past few years, the Indian television industry has been exploring new formats and series of programmes in order to give the viewers an excellent TV viewing experience.

    Television director and creator of the unique chat show Satyamev Jayate, Satyajit Bhatkal says, “To be honest, we did not have any preconceived model for content creation or the kind of show we hoped to do. We made 6-7 documentaries on real life people and we realised that there was so much happening in the country. The common man faces so many problems and we needed to address these serious issues and give a 360 degree look to the matter.”

    However, except for a few who are willing to take up the challenge of creating something new, many are still stuck with the tried and tested.  According to Bhatkal, television, today, is way too cautious.  He elaborates, “It is a challenge that we have to cater to people of various education levels and social backgrounds. However, I feel we are not willing to move to a different level of aesthetics.”

    Director of many popular television series like Amanat, Kyunki Saans bhi kabhi bahu thi, and the current hit show Jodha Akbar, Santram Verma believes that there is a division amongst the audiences today as while some of the viewers want to watch fresh content, the older generation wants to stick to the same stories that were showcased years back. As a result, he feels that it is hard for the industry to evolve.

     

    He says, “Everybody is sticking to the safe formula of ‘saas-bahu’. Good writers are hard to find these days. Writers lack the fire in them to come up with fresh concepts. TV is not experimenting with novel ideas.”

    Speaking on the quality of writers, producer of the very popular show, Taarak Mehta Ka Ooltah Chashmah, Asit Kumar Modi says, “There is a lack of good writers. Generally speaking, channels go with writers that they have previously worked with. If we want to encourage new content, channels should have better adaptability for new writers and then, we can produce better content.”

    When asked whether broadcasters give the makers enough support and freedom, Modi informs that Sab played a good role in encouraging fresh content and promoting comedy shows like his on the channel.

     

    Bhatkal expresses that Star has been an extraordinary and participative partner for his show, “Star allowed us to feature the show on a Sunday morning instead of an evening prime time slot as we wanted the whole family to watch. Since it did not have a Telugu channel, the network gave the broadcast rights to its Telugu competitor as we wanted the programme to air in every Indian language. Star even permitted SMJ to be aired simultaneously on Doordarshan on the same day and at the same time, at the expense of its own traffic. What more could I ask for?”

    Talking about the concept of seasonal shows, Verma says, “Seasonal shows are the best. If implemented fully on Indian television, it will have a better emotional connect with the audience.”

    According to Modi, it is a good idea to have seasonal shows as after a point even the audience gets bored. However he is quick to point out that channels should also be convinced of the format.

    Channels need to have more confidence in seasonal formats and help in the distribution of the same. Modi emphasises that irrespective of ratings, losses and profits, one needs to constantly experiment on Indian television.

    To discuss more about the content on television, Indiantelevision.com is organising the ‘Content Hub’ that brings together writers, creators, producers, artistes and broadcast executives, both for TV and digital, all under one roof. This initiative is meant for all professionals, newbies and anyone who is keen to know about writing, producing and creating content for television and the digital space.