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Tag: Traditional media

  • Apurva Chandra talks about credibility of social media, RPD and direct-to-broadcast: CII The Big Picture Summit 2022

    Apurva Chandra talks about credibility of social media, RPD and direct-to-broadcast: CII The Big Picture Summit 2022

    Mumbai: At the Big Picture Summit organised by the Confederation of Indian Industry (CII) on 16 & 17 November, among the many dignitaries that were in attendance and spoke on various topics, the ministry of information & broadcasting (MIB) secretary Apurva Chandra was also present.

    On his recent visit to the Global Media Congress in Abu Dhabi, he made some observations and spoke about the same. He raised his concern (as well as the concern of many) with regard to the fact that the use of social media is on the rise and traditional media is on the decline.

    “The use of social media is increasing – that is how the consumption of media now takes place. And within that too, there is the short video format, which has become more popular. In fact, I was surprised to learn that youngsters now turn to TikTok for search and not Google anymore – TikTok has now become a more popular search engine as compared to Google because nowadays short videos are available for anything and everything,” he stated.

    Chandra elucidated that now there is an issue of credibility. “For people of our age, the credibility of the media is paramount. Achieving credibility in social media will be the challenge. The media authorities will also have to consider that viewers’ tastes are changing towards shorter and shorter versions.”

    He went on to reveal that the next big thing that MIB is working on is direct-to-mobile broadcast. A pilot study by IIT Kanpur and Sankhya Labs on direct-to-mobile broadcasting that had been undertaken in Bengaluru has been successful; a similar pilot study will be launched soon in Noida or someplace near Delhi.

    He added, “There are 20 crore households, 60 crore smartphone users, and 80 crore broadband users. Once we start direct-to-mobile broadcasting, the reach of the TV media would be much higher.”

    Additionally, Chandra mentioned that they are also working on the issue of TRP ratings.

    “The reverse path data (RPD) pilot has also been successful; the report has been submitted. We will now take it forward on integrating more and more RPD. The major concern was that the number of households involved in Barc ratings is very low and it should be increased. Once RPD is implemented, the TRP will become much larger,” he assured.

  • TV segment ad revenue decline to be in range of 20-25% at end of FY21, report estimates

    TV segment ad revenue decline to be in range of 20-25% at end of FY21, report estimates

    KOLKATA: The broadcasters have had rockier than the usual first half of the year due to ongoing crisis as the advertising spends fell drastically. While the market is slowly recovering, ad decline could be in the range of 20-25 per cent at the end of FY21. The report published by Elara Capital also predicts that Zee Entertainment Enterprises Limited (Zeel) and TV Today Network (TV Today) will outperform other broadcasters in terms of ad revenue.

    Zeel’s growth will be driven by Zee Anmol moving back towards FTA and strong gains in the south based regional genre, as per the report. It further adds that TV Today will have an advantage of the shift in the news genre due to sharp viewership gains compared to other genres, which has tapered off post the unlock. However, it still remains high compared to pre-Covid levels. Aaj Tak being the leader in the news genre in the first half of FY21, the traction for ad spends in the festive season is expected to remain healthy along with some benefits during Bihar elections, thanks to strong market share for election poll viewership.

    It re-emphasises that the re-conversion of channels like Zee Anmol, STAR Utsav from paid to FTA will continue to benefit the listed broadcasters like Zeel positively as they have been gaining significant market share within the GEC genre attracting ad revenues. Hence, the report predicts the ad revenues from these channels to move back to pre-NTO levels, which had plummeted after their conversion to paid channels post NTO 1.0 implementation.

    Genre-wise, Hindi and regional GEC will outperform TV ad spends, while other genres like English, music, infotainment etc. will underperform given the continued weakness witnessed in the English entertainment genre and struggle of music, infotainment in attracting ad spends.

    The report says that the pricing of GEC genre has seen a sharp recovery and down by merely 25-30 per cent narrowing the gap from 60-65 per cent in April-May. However further recovery for pricing in the GEC genre is expected only after the Indian Premier League (IPL) i.e. November onwards, as the latter has extracted a huge chunk of ad budgets. It also says that the festive uptick coupled with the resumption in GEC ad spends post the IPL season to bode well for the broadcasters, during the first half of the third quarter leading to 15 per cent growth year-on-year.

    Nonetheless, the report mentions that broadcasters would not be able to close the quarter with the festive gains due to some drop towards December. Hence, they will end overall Q3 at a 7-8 per cent growth excluding IPL. During the fourth quarter, broadcasters are expected to report a growth of 10-12 per cent given the low base of FY20 impacted by Covid2019. Based on these expectations, FY21E ad decline translates to average 17- 19 per cent (ex-IPL).

  • Traditional media to lose takers in post-Covid2019 world: Mark Reed

    Traditional media to lose takers in post-Covid2019 world: Mark Reed

    NEW DELHI: Most of the ad spends deducted from traditional media might not come back post-pandemic, predicted WPP CEO Mark Reed at the e-FICCI Frames conclave today. He was talking to EsselPropack Ltd CEO Sudhanshu Vats in a fireside chat. The duo talked in depth about the growth of digital technologies in the media and marketing industry in the post-pandemic world. 

    Reed, however, was quite positive that the industry will be quick to move back to growths it showcased in the earlier years. He said, “Advertising spend will definitely bounce back but it will be defined by changes in consumer behaviour. If we look at the UK and the US market, the dip that the print industry witnessed during the lockdown, it might not be able to get back (revenue in pre-Covid2019 times). The demand will be generated through digital and is not going to traditional media in the same manner.”

    He supported his hypothesis by sharing the growth in the stock values of digital companies like Alphabet, Apple and Tesla in the western markets, despite an overall dip in the stock market.

    Reed insisted that even the viewing habits of consumers across the globe will be leaning towards digital platforms going forward. “If we talk about traditional broadcasters in the western market, the core programming like sports, live events, and television shows have dropped in frequency. This will make the users move to digital counterparts like Netflix.” 

    He added that digital properties like esports will definitely be able to maintain the growth it witnessed during the covid times. 

    Speaking about the Indian market, Reed showed great positivity in the growth prospects of the economy as well as consumer sentiment once the lockdown is lifted, however some categories will take a little longer to bounce back. 

    Sharing some data, he noted that most Indians are looking towards visiting a hair salon while most of them are not looking forward to going out to restaurants for at least a few months. International travel might take a few years to get the same attention. 

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