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English GECs: The challenge of converting snackers into loyalists

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Getting in new audiences without losing the core identity. This is one of the main challenges facing the English general entertainment genre as the Indian television landscape gets more competitive. The genre is also at an interesting phase where the different players are working on new formats and varied scheduling strategies.

Tam data (c&s, 15+, six metros) shows that AXN has maintained its lead. From January to June, the six-month average share of AXN is 52 per cent. Last year, in the five-month period (as it was off air in January), it had a share of 47 per cent.

On the other hand, Zee Café has lost share. For the period last year excluding that one month (when AXN was banned), its share was 32 per cent which made it clearly ahead of Star World. This year its share has come down to 18 per cent. Star World, meanwhile, has managed to improve its share from 21 per cent to 28 per cent (January to June).

In terms of the top shows, The Simpsons on Star World heads the list. AXN has 14 shows including its local show Magic Asia India, Video Zonkers and David Blaine. Zee Café is represented with shows like The Next Best Thing.

AXN Asia executive director Yan Jong-Wong notes that to continue its strong focus on the action/adventure genre this year, the action-oriented broadcaster showcased new seasons of World’s Most Amazing Videos, Whacked Out Sports and Video Zonkers. “We have also introduced one of America’s latest hit reality-competition hit shows So You Think You Can Dance. For the new drama series, we have the Emmy-nominated Damages in our line-up,” says Jong-Wong.

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The original production area continues to grow in importance. One of these was Magic Asia: India which she says captured the hearts of the Indian viewers with two American magicians, Chris Korn and JB Benn. Jong-Wong says, “They brought the real excitement of street magic to the streets of India. They performed magic amongst its people and in the process, discovered the magic of India themselves.”

Another local initiative that the channel is doing is called eBuzz. This show — hosted by Indian celebrity Archana — gives viewers the lowdown on Bollywood and Hollywood.

“Our original productions are meant for all of Asia and India is very much a part of this. Our biggest original property for this year — The Amazing Race 3 — will be back on Thursday nights at 10 pm from 11 September with 20 new faces, 10 new teams, two of which are from India: a pair of cousins and a father and son team. This will be the toughest race ever. Our viewers can expect more buzz, more excitement and enjoy the thrill ride in this all new season” she explains.

Jaong-Wong notes that the two slots of Elite Weekday (Mondays to Thursdays at 11 pm) and Elite Weekend (Saturdays and Sundays from noon to 3 pm), are especially branded for viewers who look for classy, high quality entertainment. “Shows like 24, CSI, Damages, House etc are perfect for the upwardly mobile, influential, well-heeled, affluent executives clued in to the best in TV entertainment,” she adds.

Meanwhile, Star World VP-programming Jyotsna Viriyala says that a new structure with well-defined slots catering to specific target groups has been created. The aim is to expand the viewer base. “We created a strong afternoon line-up, we are strengthening our weekends and we’re working towards further optimising our timeslots,” she notes.

The aim of the channel has been to strengthen the mix of sitcoms, dramas, talk shows and reality-driven content. Within this, bands like ‘happy hour’ are created which look to clearly communicate the nature of the slot. If shares are anything to go by then the channel has succeeded in its aim.

Key Learnings

When asked about what the learnings have been from operating in India for many years she notes that the broadcaster is fortunate to be one of the GEC channels that has a very distinct brand identity. The aim going forward will be to capitalise on this and strengthen it further.

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Top rated shows of English GECs in 2008, (Jan-June)
Rank Channel Programme TVR
1 Star World The Simpsons 0.19
2 AXN David Blaine 0.17
3 AXN Video Zonkers 0.17
4 AXN Ultimate Guinness World Records 0.16
5 AXN Magic Aisa India 0.14
6 AXN Chuck 0.14
7 Zee Cafe Comedy Inc 0.14
8 AXN Magic Asia India 0.13
9 AXN Sony Style 0.13
10 AXN The Contender 0.12
11 AXN Ultimate Guinness World Records 0.12
12 Zee Cafe Bikini Destinations 0.12
13 Zee Cafe The Next Best Thing 0.12
14 Star World Seinfeld 0.11
15 Star World Koffee With Karan 0.11
16 AXN Ultimate Guinness World Records 0.11
17 AXN Anaconda (film) 0.11
18 AXN Top Chef 0.11
19 AXN Whacked Out Sports 0.11
20 AXN Video Zonkers 0.11
Sorce:- Tam

Dwelling on the kind of content that works, Viriyala notes that most successes in the US and UK like Desperate Housewives and Grey’s Anatomy end up doing well here, but not all. “We will continue to be cautious keeping in mind the many factors that influence the preferences and lifestyle of the Indian viewer.”

As far as AXN is concerned, Jong-Wong points out to three key learnings. “We need to focus on the brand to keep us top-of-mind with viewers. We also need to be bold, daring and innovative. It is key for us to experiment with new genres and formats that have an Indian relevance. Therefore, we have done shows like AXN Extreme, Top Chef (with Padma Lakshmi) and Top Design. Most important though for us is not to have a herd mentality but to ensure that our position is clear, our content is unique and our offering is attractive.”.

Viriyala strikes a note of optimism in saying that the English-speaking base is growing well. The sampling of English content is on the rise. According to her, the challenge is to get newer audiences without compromising on the core identity. Viewership for this genre is growing beyond the metros. Gradual growth has been noticed in places like Andhra Pradesh — 1 million+, Tamil Nadu — 1 million+ Kerala and Maharashtra she explains.

Roadblocks

Offering a media buyer‘s take Mindshare’s Amin Lakhani says that in terms of audience deliveries, this genre has a lot of room for improvement. “I would first look at the English film and infotainment genres before coming here as they fare better in terms of the rate versus efficiency equation.

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The demand side by clients for the English general entertainment genre has not increased. There has not been a big increase in terms of the number of clients who use this genre. So, the rates have not gone up by more than seven to eight per cent over the past year. This genre is used by clients who target upper scale viewers who view television as a light snack.”

Lakhani adds that for AXN one generally looks at males. If the product also targets women then you add Star World and Zee Cafe into the mix as shows like Desperate Housewives air.

“Star World has got aggressive this year. They have brought in new slots, which should help. Last year, Zee Café created a lot of buzz by bringing in shows immediately after their premiere in the US. The question though is does the yield justify the big rise in acquisition costs? The challenge in this genre is that you have to constantly innovate and invest. Audience’s expectations keep rising as they get exposed to the latest content from the West.”

That according to Lakhani is the first challenge.

The second challenge he says lies in distribution. New Hindi GEC channels are launching and are willing to pay huge carriage fees which smaller channels cannot afford. Ensuring visibility is hence going to be an issue for this genre. Of course you have digital platforms like Tata Sky which would want to have these kinds of channels in their bouquet.”

Looking Ahead

Jong-Wong notes that the growing affluence in India is helping the English general entertainment genre become the choice of entertainment for the Indian viewers. The challenge is that as the viewers get more sophisticated, they begin to demand a lot more. AXN and the other channels will have to keep pace with this. The expectation is that more thematic, unique content channels will launch in the coming years.

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AXN’s sibling AXN Beyond is expected to launch later this year. “The pie for English general entertainment will increase and the quality of these viewers will be become more valuable to our advertisers” says Jong-Wong.

Conclusion

At the end of the day, the English language viewer has more entertainment options other than TV viewing. So, nailing down this viewer and building loyalty gets that much tougher. A lot of snacking and a lower degree but still a fair bit of appointment viewing is noticed.

Obviously, the challenge will be to convert the snackers into loyalists and get new audiences to snack. As has been pointed out earlier, the genre is at an interesting phase where all players are working on new formats and scheduling strategies. One will have to wait and see how this effort pays off.

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The end of Freeview? Britain debates switching off aerial tv by 2034

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UK: The aerial is losing its grip. As broadband becomes the default way Britons watch television, the UK is edging towards a decisive, and divisive, question: should Freeview be switched off by 2034? The issue, highlighted in reporting by The Guardian, has exposed deep fault lines over access, affordability and the future of public service broadcasting.

For nearly 25 years, Freeview has delivered free-to-air television from the BBC, ITV, Channel 4 and Channel 5 to almost every corner of the country. Even now, it remains the UK’s largest TV platform, used in more than 16m homes and on around 10m main household sets. Yet the same broadcasters that built it are now pressing for its closure within eight years.

Their case rests on a structural shift in viewing. Smart TVs, superfast broadband and the Netflix-led streaming boom have pulled audiences online. Advertising economics have followed. By 2034, the number of homes using Freeview as their main TV set is forecast to fall from a peak of almost 12m in 2012 to fewer than 2m, making digital terrestrial television, or DTT, increasingly costly to sustain.

But critics say the rush to switch off risks abandoning those least able, or least willing, to move online.

“I don’t want to be choosing apps and making new accounts,” says Lynette, 80, from Kent. “It is time-consuming and irritating trying to work out where I want to be, to remember the sequence of clicks, with hieroglyphics instead of words. If I make a mistake I have to start again.”

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Lynette is among nearly 100,000 people who have signed a “save Freeview” petition launched by campaign group Silver Voices. She fears the government is about to “take [Freeview] away from me and others who either don’t like, can’t afford, or can’t use online versions”.

Official figures underline the fault lines. A report commissioned by the Department for Culture, Media and Sport estimates that by 2035, 1.8m homes will still depend on Freeview. Ofcom’s analysis shows those households are more likely to be disabled, older, living alone, female, and based in the north of England, Wales, Scotland and Northern Ireland.

Freeview is owned by the public service broadcasters through Everyone TV, which also operates Freesat and the newer streaming platform Freely. After two years of review, DCMS is expected to set out its position soon, drawing on three options proposed by Ofcom: a costly upgrade of Freeview’s ageing technology; maintaining a bare-bones service with only core PSB channels; or a full switch-off during the 2030s.

The broadcasters have rallied behind the third option. They argue that 2034 is the logical cut-off, when transmission contracts with network operator Arqiva expire. By then, they say, the cost of broadcasting to a dwindling audience will far outweigh the returns from TV advertising.

Ofcom agrees a crunch point is approaching. In July, the regulator warned of a “tipping point” within the next few years, after which it will no longer be commercially viable for broadcasters to carry the costs of DTT.

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Others see risks beyond economics. Questions remain over whether internet TV can reliably deliver emergency broadcasts, such as the daily Covid updates, in the way that universally available DTT can. The UK radio industry has also warned that an internet-only future for TV could push up distribution costs and force some radio stations off air if PSBs no longer share Arqiva’s mast network.

“It is a political hot potato,” says Dennis Reed, founder of Silver Voices, who says he has “dissociated” his organisation from the government’s stakeholder forum, which he believes is “heavily biased” towards streaming.

The Future TV Taskforce, representing the PSBs, counters that moving online could “close the digital divide once and for all”. “We want to be able to plan to ensure that no one is left behind,” a spokesperson says, adding that rising DTT costs could otherwise mean cuts to programme budgets.

The numbers show the scale of the challenge. Of the 1.8m Freeview-dependent homes projected for 2035, around 1.1m are expected to have broadband but not use it for TV. The remaining 700,000 are forecast to lack a broadband connection altogether.

Veterans of the analogue switch-off, completed in 2012 after 76 years, recall similar fears of “TV blackout chaos”. Around 6 per cent of households were labelled “digital refuseniks”, yet a targeted help scheme and a national campaign, fronted by a robot called Digit Al voiced by Matt Lucas, delivered a largely smooth transition.

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This time, the BBC is less keen to foot the bill. Tim Davie, the outgoing director general, has said the corporation should not fund a comparable support programme for a Freeview switch-off.

Research for Sky by Oliver & Ohlbaum suggests that with early awareness campaigns and digital inclusion measures, only about 330,000 households would ultimately need hands-on help ahead of a 2034 shutdown.

Meanwhile, viewing habits continue to fragment. Audience body Barb says 7 per cent of UK households no longer own a TV set, choosing to watch on other devices. In December, YouTube overtook the BBC’s combined channels in total UK viewing across TVs, smartphones and tablets, albeit measured at a minimum of three minutes.

That shift may accelerate. YouTube has recently blocked Barb and its partner Kantar from accessing viewing session data, limiting transparency just as online platforms consolidate power.

“When the government chose British Satellite Broadcasting as the ‘winner’ in satellite TV it was Rupert Murdoch’s Sky instead that came out on top,” says a senior TV executive quoted by The Guardian. “There already is such an outsider ready to be the winner in the transition to internet TV; it is YouTube.”

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Freeview’s future now hangs on a familiar British dilemma: modernise fast and risk exclusion, or protect universality and pay the price. Either way, the aerial’s days as king of the living room look numbered.

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Christian Vesper steps down as Fremantle’s global film and drama CEO

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LONDON: Christian Vesper is leaving Fremantle after ten years as ceo, global film and drama, ending a tenure that turned the company into an internationally recognised centre of excellence for drama and film. Since joining in 2016, Vesper expanded Fremantle’s scripted footprint, overseeing or exec producing over 80 films and series in the last five years, with the 100th slated for release in 2026.

Vesper shepherded hits including Bugonia, Pillion, Queer, Maria, The Chronology of Water, Picnic at Hanging Rock, The Luminaries, On Becoming a Guinea Fowl, and the upcoming Rachel Weisz starrer Séance on a Wet Afternoon. Festival favourites and critical darlings under his watch include Without Blood (Angelina Jolie, Salma Hayek), M. Son of the Century (Joe Wright, Luca Marinelli), Faithless (Tomas Alfredson, Frida Gustavsson), Cannes winner My Father’s Shadow, and The Listeners (Janicza Bravo, Rebecca Hall). He also set up the Fox revival of Baywatch.

Vesper forged a formidable slate of first-look and creative collaborations with global talent, including Emma Stone and Dave McCary’s Fruit Tree Production; Kristen Stewart, Dylan Meyer and Maggie McLean’s Nevermind Pictures; Pablo and Juan de Dios Larraín’s Fabula; Rachel Weisz and Polly Stokes’ Astral Projection; Edward Berger’s Nine Hours; Johan Renck and Michael Parets’ Sinestra Films; Sarah Condon’s Fair Harbour; and Richard Yee and Krishnendu Majumdar’s Me+You Productions.

Based in London, Vesper reported to Andrea Scrosati, group coo and ceo continental Europe, who will now oversee the film and drama division on an interim basis alongside the wider leadership team.

Scrosati said: “Christian’s vision has built the credibility of our drama and film slate. With him at the helm, we delivered consistent success and critical acclaim. We appreciate that he now wishes to focus on new horizons, and we all wish him well.”

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Vesper said: “After 10 years, the time is right to step down. Fremantle has been a huge part of my life. I’m proud of what we’ve achieved — the 100th film this year underlines the progress made. We’ve built a dedicated, talented team, and I know they will take our film and drama business to even greater heights. Now is the perfect moment for my next adventure.”

Before Fremantle, Vesper spent 14 years at Sundance TV overseeing scripted projects and co-productions including Rectify, The Honorable Woman, The Last Panthers, Top of the Lake and Deutschland 83. He also held roles at HBO, iFilm, October Films and USA Films.

From festival acclaim to awards galore — four academy awards, two golden globes, five baftas, eight cannes winners, seven venice winners including the golden lion — Vesper leaves Fremantle’s film and drama operations in a position of strength, a legacy of ambition, vision and global impact, and a company poised for even bigger hits.

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Paramount extends deadline on Warner Bros. hostile bid

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NEW YORK: Paramount Skydance has gone on the offensive against Warner Bros Discovery, calling its amended merger with Netflix an admission of weakness and still a bad deal.

In a sharply worded filing late on January 22, Paramount said the revised Netflix agreement “falls well short” of its own $30-per-share all-cash offer and urged WBD shareholders to vote it down at a forthcoming special meeting. The company has also extended its tender offer to February 20, buying time as it presses for regulatory clearance.

At the heart of the attack is money and certainty. Under the Netflix transaction, WBD shareholders would receive $27.75 a share in cash, assuming the group can offload $17bn of debt on to the spun-out Discovery Global business. If that assumption fails, the payout shrinks, dollar for dollar.

Paramount argues it almost certainly will fail. Based on leverage levels at Versant Media, a close peer, Discovery Global could sustain only about $5.1bn of net debt. That would push roughly $11.9bn back on to WBD’s studios and streaming arm, cutting the implied cash consideration from Netflix to about $23.20 a share.

WBD’s own advisers appear to share the scepticism. Discounted cash-flow analyses valued Discovery Global’s equity as low as $0.72 a share. Paramount has previously pegged it at between zero and 50 cents. Yet WBD is asking shareholders to approve the Netflix deal without disclosing the final capital structure of Discovery Global, despite admitting they “will not know or be able to determine” the actual merger consideration at closing.

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Paramount says that rush is no accident. Once approved, the Netflix deal would shut the door on what it calls a value-maximising alternative, a $108.4bn enterprise-value transaction, all cash, with far less regulatory baggage than Netflix’s $82.7bn-equivalent proposal.

That baggage matters. Paramount warns that a Netflix-WBD tie-up would further entrench market concentration, handing Netflix an estimated 43 per cent of global subscription video-on-demand customers. Prices would rise, creators would lose leverage and cinemas would suffer, it argues. Regulators, especially in Europe where Netflix already dominates and HBO Max is its main rival, are unlikely to be persuaded by Netflix’s attempt to define the market as including YouTube, TikTok and Instagram.

By contrast, Paramount pitches its own bid as pro-competitive, bolstering theatrical output and strengthening Hollywood’s creative ecosystem.

The gloves also come off on governance. Paramount says the WBD board publicly defended the original Netflix deal even as it renegotiated it, refused to engage with Paramount once talks with Netflix reopened and continues to withhold “highly material” information while racing to a vote.

Shareholders appear to be listening. As of late on January 21, more than 168.5m WBD shares had been tendered into Paramount’s offer.

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The message from Paramount is blunt. The Netflix deal is smaller, shakier and riskier. The cash is on the table, the clock is ticking and shareholders now have a choice to make.
 

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