For any product or service to sell, it should be in the language of the potential buyers. Tech giant like Google and social media behemoth Facebook had realised this sooner. With cheap smartphones and falling data rates, more and more people in rural India are using their phones to access content of their choice, and are no longer dependent on what TV shows them. To cash in the booming regional content markets, not only TV broadcasters but advertisers too are rushing to where the customers are.
The regional broadcast markets is estimated to stand at Rs 5,300-6,000 crore, while regional advertising spends on television in 2017, grew at about 10% over those in 2016. Most broadcasters have launched multiple regional channels to cater to the specific group of audiences.
Ashish Sehgal, COO, Zee Unimedia, said that when a national level player like a Star or a Zee, Viacom18 with Colors enters a market, it is able to create more ad inventory.
He added: “Since broadcasters provide superior content, relative to that offered by local channels, advertisers are happy to spend.”
The four Southern markets are Tamil, Telugu, Kannada and Malayalam. These markets have always been lucrative as have the Marathi and Bengali markets. Now Sony Pictures is gearing up to launch a Marathi GEC while Zee Entertainment, a veteran in many markets, is readying to roll out a Malayalam GEC. Meanwhile, Viacom18 will launch a Tamil GEC.
Viacom18 is too launching Colors Tamil with 22 hours of original content. Ravish Kumar, head, regional entertainment, Viacom18, says while there are three big players in the arena many shows are either dubbed or recycled. Also, the cost of producing a 24 minute-episode of a fiction show, for a Hindi GEC, ranges between Rs 5-6 crore. Compared to this, a 24-minute episode of a similar show on regional GECs such as Tamil, Telugu, Kannada, Malayalam, Marathi and Bengali ranges between Rs 80-90 lakh.
Source: http://cablequest.org/index.php/news/national-news/item/12179-regional-lures-broadcasters-advertisers
Ashish Sehgal, COO, Zee Unimedia, said that when a national level player like a Star or a Zee, Viacom18 with Colors enters a market, it is able to create more ad inventory.
He added: “Since broadcasters provide superior content, relative to that offered by local channels, advertisers are happy to spend.”
The four Southern markets are Tamil, Telugu, Kannada and Malayalam. These markets have always been lucrative as have the Marathi and Bengali markets. Now Sony Pictures is gearing up to launch a Marathi GEC while Zee Entertainment, a veteran in many markets, is readying to roll out a Malayalam GEC. Meanwhile, Viacom18 will launch a Tamil GEC.
Viacom18 is too launching Colors Tamil with 22 hours of original content. Ravish Kumar, head, regional entertainment, Viacom18, says while there are three big players in the arena many shows are either dubbed or recycled. Also, the cost of producing a 24 minute-episode of a fiction show, for a Hindi GEC, ranges between Rs 5-6 crore. Compared to this, a 24-minute episode of a similar show on regional GECs such as Tamil, Telugu, Kannada, Malayalam, Marathi and Bengali ranges between Rs 80-90 lakh.
Source: http://cablequest.org/index.php/news/national-news/item/12179-regional-lures-broadcasters-advertisers
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