Wednesday 23 January 2013

Channels Need To Concentrate On Content Post DAS: Digitisation Begins 2013

"Digitisation begins “event organized by afaqs in New Delhi on 22nd January 2013, Mr L.V Krishnan, CEO of TAM India said, "It is time for the channels to concentrate on marketing and programming to woo the customers. The channels need to concentrate on bigger slice of ad pie."
Further Mr. Krishnan said "Post digitisation we are expecting a radical change, it will happen at its own level when the consumers find the apt content they are in search off."

Calling on the channels to increase their concentration on content and consumer, he further elaborated, "We need to be patient with the end consumer and not push our channels to them. There is a need for the audience to be convinced with the content and the genre of the channel."
Further commenting on the trends post DAS TAM CEO had interesting facts and figures.
With top 5 networks controlling 80% of the Das market the post digitization period is known to make tough for the stand alone channels to grow. However though the advantages to digitization comes with the increase in channel Mr LV said, “There has been 2.5 times growth in the availability of channels in the initial months but it does not match the viewing with 30 percent increase in incremental fragmentation.”
Post DAS is also known to have seen a shift from primetime viewing as non-primetime viewing shows a rising trend, along with a decline in primetime viewing. For example, in the music genre, the time band of 7am-9 am shows a rising trend in viewership figures.
Further the Hindi general entertainment (GEC) and Hindi news channel is known to have suffered a decline in viewer engagement post digitization, while the kids channel, the local news and English movies channel have known to be increased, with the increase in intra-genre surfing post DAS.
With several other industry experts were present at the event. While some highlighted the flaws to digitization implementation while some applauded the local cable operators and the multi system operators for having completed the herculean task of completing the digitization.
Ashok Manshukani, Director Hinduja Ventrue said "Consumers wanted digitization, however there is a need to increase contact with the consumer for which the broadcaster and the MSO have to work in collaboration. He also highlighted about the Multi screen distribution rights to be made available."
While speaking for the Cable operator’s case Tony D’Silvia said "There is a need to provide platform for the cable operators and get them equipped with back end and customer service so that the consumers get real value of the money with higher content."
However with the coming of digitization everyone gathered there felt the need for an increased concentration on content as it is only good content that can determine the time spent and the market share of the channel.
Source - MM Network, January 23, 2013

Source:
http://cablequest.org/news/digitization-news/item/1015-channels-need-to-concentrate-on-content-post-das-digitisation-begins-2013.htmlSource: http://cablequest.org/news/digitization-news/item/1015-channels-need-to-concentrate-on-content-post-das-digitisation-begins-2013.html

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