Manufacturers that publicize solely on English film and leisure channels are sometimes these focusing on the SEC A shoppers.
Warner Media might be discontinuing two linear film channels, HBO and WB, in India from December 15. Saying the exit of those channels from India, Pakistan, Bangladesh and Maldives, the then South Asia MD of Warner Media, Siddharth Jain, had stated that the pay TV trade panorama and the market dynamics have shifted dramatically, and “the Covid-19 pandemic has accelerated the necessity for additional change”.
Might extra exits be within the offing?
Broadening horizons
English film and leisure channels have been struggling currently. “For a couple of years now, these channels have been dropping out due to the rise of OTT platforms and the number of English, Hindi and worldwide content material they provide,” says Vinita Pachisia, senior VP, Carat India.
As viewers tune out of linear viewing habits and watch on-demand content material, channels could have to undertake a hybrid mannequin. “Linear film channels might want to provide their content material libraries on video streaming platforms and discover avenues for monetisation,” says Vivek Srivastava, president – technique, and enterprise head, information and English leisure cluster, Occasions Community.
Networks that personal English film channels declare that the entire viewers pool for English channels is rising, and solely a small share is shifting to OTT platforms. “The outlook for English motion pictures appears optimistic. There’s a entire set of audiences shifting from regional to English content material, as they develop into extra comfy with English as an expert and conversational language,” notes Kartik Mahadev, enterprise head, premium channels, ZEEL.
ZEEL often broadcasts Hollywood blockbusters throughout its community of film channels, dubbed in regional languages. Jumanji: The Subsequent Stage, as an example, was premiered on &flix, and concurrently on Zee Cinema in Hindi. “The premiere garnered a attain of 34 million,” says Mahadev. &flix, the English film channel from the Zee bouquet, additionally lets viewers select the popular language to observe a film in a multi-language time block referred to as ‘Flix for All’. These motion pictures are aired in English, Tamil, Telugu and Hindi.
Market dynamics
Initiatives of this type are but to bear fruit, say media consumers. Largely, English film channels don’t fetch excessive advert charges — a 10-second spot on an English film channel prices Rs 1,500-2,500.
Manufacturers that publicize solely on English film and leisure channels are sometimes these focusing on the SEC A shoppers. “These channels have loyal advertisers who want to goal a smaller, albeit high quality, viewers. Automotive manufacturers, video streaming platforms, gaming apps, tech corporations, and so on, are often seen on English film channels,” says Ok Srinivas Rao, nationwide director – shopping for, MediaCom. Nevertheless, for FMCG manufacturers, the most important advertisers on TV, English film channels are hardly a precedence.
The pandemic has briefly altered viewership patterns. English film channels noticed a 12% improve in viewership throughout January-October 2020, in comparison with the identical interval final 12 months, in line with BARC India. Common time spent, too, recorded a bounce of 54% over final 12 months. Nevertheless, advert spends haven’t adopted eyeballs, says Srinivas.
The target market of premium OTT platforms and English film channels have a transparent and important overlap. In response to a current examine by Nielsen, in comparison with Bollywood and regional channel viewers, Hollywood fanatics are two instances extra seemingly to purchase higher-priced merchandise, greater than twice as prone to personal four-wheelers, have a stronger presence on social media, and earn almost twice as a lot, too. That is maybe why a number of manufacturers flock to digital to woo this TG at a a lot decrease price.
Whereas the battle for eyeballs will proceed, not all of them will down their shutters. Pachisia says that giant broadcast networks which have marquee channels bringing within the majority income share, might be able to maintain these channels alive longer than others.
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November 30, 2020 at 08:18AM
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