Digital is likely to witness a disproportionate growth of overall 150% of the base year, over the next five years and even in other mediums, revenge consumption i.e. huge pent-up will be seen to some extent assuming the vaccine is administered, projected for FY 25, in a session- Advertising- Emerging Trends Across Media - a conference VIBES 3.0 hosted by Elara Capital. 

The panel was moderated by Shripad Kulkarni, Media Marketing Consultant, Former Carat Media CEO; Vivek Bhargava, CEO, DAN Performance Group (Dentsu Aegis Network); Abraham Thomas, CEO, Reliance Broadcast Network Limited (BigFM); Dr. Bhaskar Das, Group President, Republic TV; Pradeep Dwivedi, CEO, Eros International, and Shaun Nanjappa Chendira, Head of Sales, Discovery networks. 

Last week, a Mumbai court rejected the bail plea of Partho Dasgupta, former CEO, Broadcast Audience Research Council (BARC) India. According to Live Law, a leading publication, Dasgupta had claimed in his application that he was only a BARC India employee and not a "whole and sole (authority)." He also said that the board of directors and a disciplinary committee were above him in the council.

Dasgupta was arrested by Mumbai Police for allegedly "taking money from (Republic TV channel head) Arnab Goswami" and "manipulating the television measurement" in a manner that suits the channel. This news made headlines in almost all the mainstream news channels.

NEW DELHI: Covid2019 impacted nearly every genre on television. People were forced to stay indoors and as a result they spent a lot of time watching news, movies, music and shows on TV, resulting in a massive viewership spike.

The movie channels leveraged this period and showcased the best titles from their library to ensure that they are able to attract audiences. A BARC report stated that there was a 14 per cent increase in impressions and 10 per cent spike in daily average reach.  

However, during several webinars, meetings and discussions, industry observers clearly mentioned that the surge in viewership did not translate into advertising.

News18 Network and Byju’s have announced the launch of ‘Young Genius’, an initiative for showcasing, recognising and inspiring young geniuses in different fields across the country, with an anthem. The show will go on-air on 18 channels of News18 Network every Saturday evening starting January 16, 2021.

‘Young Genius’ kick-started on Children’s Day with a “Call for entry” promotional campaign. The final selected young geniuses will be featured in an 11 part weekly show. Each episode will feature child prodigies from across different fields such as academics, performing arts, technology, and sports. These prodigies are scouted and selected through a robust process involving an eminent jury headed by Amitabh Kant, CEO, Niti Aayog, Padma Bhushan Dr Mallika Sarabhai, Sardar Singh, former Indian Hockey Captain and Shereen Bhan, Managing Editor, CNBC-TV18. 

TV9 Network’s Marathi news channel TV9 Marathi has unveiled a new look and brand positioning - “Kaalji Tumchi Hith Maharashtrache” (Viewer’s Concern and In the Interest of Maharashtra).  

The channel is celebrating its 12th Anniversary in January 2021 and has evolved from a Mumbai centric Channel during the initial years to becoming the preferred Marathi news channel in Maharashtra.

The channel claims to be the No. 1 Marathi news channel during Prime Time (Source: BARC, Ind(TV), NCCS All 15+, Maharashtra, Week 32 -39’2020, Average Weekly Impressions).

Marking its leadership position in the digital sphere, ABP Network’s Marathi news channel ABP Majha has crossed 7 million subscribers mark on YouTube.

“As ABP Majha, along with other regional and national channels, recently reinvented its look and feel with a brand new identity, the network is already starting to witness massive growth on all fronts. In fact, ABP Network’s regional properties have been thriving both on digital and broadcast by the dint of a fresh outlook on content & overall visual language,” the network said in a press statement.

Mumbai: TV9 Marathi, the leading Marathi News Channel from TV9 Network has unveiled a new look and brand positioning – “Kaalji Tumchi Hith Maharashtrache” (Viewer’s Concern & In the Interest of Maharashtra).

The channel is celebrating its 12th Anniversary in January 2021 and has evolved from a Mumbai centric Channel during the initial years to becoming the preferred Marathi News Channel in Maharashtra. TV9 Marathi captures the pulse of Maharashtra while also covering all relevant national and international news, making it the clear No. 1 Marathi News Channel during Prime Time (SOURCE: BARC, IND(TV), NCCS ALL 15+, Maharashtra, Week 32 -39’2020, Average Weekly Impressions).

Thursday ratings have always had an important role to play in deciding one’s marketing mix, but, it seems, it has not been desperately missed in the blackout period. In the absence of BARC data for the past 11 weeks, advertisers are keeping an ear to the ground and have continued to invest in news television with direct feedback from the market.

Interestingly, as per TAM data, the top five advertisers in the genre were common between the blackout period and two months prior to that. The news genre was dominated by HUL and Reckitt during both the periods. The top five advertisers before the blackout period were Hindustan Unilever, Reckitt Benckiser India, Godrej Consumer Products, Amul and Colgate Palmolive India. The brands continued to be the top five advertisers in the blackout period too.

Clearly marketers haven’t been shy about spending on news channels in absence of ratings from BARC. Most marketers who invest in television news have continued to spend their ad dollars in the genre.

In 2020, the movie genre witnessed a growth of 11% in ad volumes compared to 2019, according to the TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre. The overall genre recorded the growth with over 105 movie channels compared to over 95 movie channels in 2019. 

Like Hindi GEC and the industry, resurgence in ad volumes seen on movies during the third and fourth quarters. As per the report, average ad volumes in the Movies genre recovered quickly during the unlock down period (Jun-Dec’20) after a deep decline in Apr-May’20 due to lockdown. Moreover, the period Oct-Nov’20 saw the highest share of average ad volumes due to the festive period. 

Furthermore, the movie genre had an increasing trend of ad volumes’ share during 2016- 2020 but the year 2020 observed the highest share of movie ad volumes i.e. 23% to overall TV advertising. 

Noida: Marking its leadership position in the digital sphere, ABP Network’s Marathi News Channel, ABP Majha has reached a whopping 7 million subscribers on YouTube. As ABP Majha, along with other regional & national channels, recently reinvented its look & feel with a brand new identity, the network is already starting to witness massive growth on all fronts. In fact, ABP Network’s regional properties have been thriving both on digital and broadcast by the dint of a fresh outlook on content & overall visual language.

While ABP Majha has always held a leadership position in the highly-competitive market of Maharashtra, its burgeoning subscriber base on YouTube further demonstrates the ever-growing potential of the news channel on digital.