NEW DELHI :
Broadcasters continued to launch new channels as tv viewership remained sturdy regardless of the rising reputation of video-streaming companies. Whereas the Disney-Star community will launch Star Kirano, an Odia language normal leisure channel (GEC), within the first week of June, QYOU Media, an American media firm, introduced a GEC, Q Marathi, after launching a digital animated content material channel, The Q Kahaniyaan, in India for younger viewers.
Each these can be pay channels. In the meantime, Shemaroo Leisure and Vibhu Agarwal (the proprietor of OTT platform Ullu) have entered tv broadcasting with two free-to-air Hindi GECs referred to as Shemaroo Umang and Atrangii. Moreover, in March, Viacom18 launched a movie channel Colours Cineplex Superhits.
Broadcasters stated whereas the migration of viewers to over-the-top (OTT) video streaming is simple, there may be scope to develop for the bottom-funnel or mass-market viewers, a lot of whom nonetheless reside in single tv households. Additional, the transition to streaming has been much more marked for premium, upmarket genres, with regional viewers nonetheless taking to tv content material.
“Whereas the share of tv viewing so far as general video consumption is worried might have gone down, provided that digital has galloped its method by the pandemic, general TV consumption stays fairly sturdy and has truly seen an increase, too,” Hiren Gada, chief government officer at Shemaroo Leisure Ltd, stated. There may be nonetheless scope for the ind-ustry to develop, provided that India nonetheless has some TV-dark areas.
In line with a 2020 estimate by TV monitoring company Broadcast Viewers Analysis Counci, 210 million Indian households personal a TV set, an increase of 6.9% from 197 million in 2018. The variety of folks watching tv has additionally seen an increase of 6.7%, reaching 892 million from 836 million in 2018. In line with the Ficci EY report 2022, TV promoting grew 25% in 2021, reviving from a 21.5% drop in 2020, simply 2% in need of 2019 ranges. Tv’s largest power has all the time been collective viewing, which won’t go away in a rush in India, stated Vishal Nicholas, government vice-president and head of planning and technique, dentsuMB India. “So channels that produce family-friendly and family-attractive content material may have a spot for a very long time to come back,” Nicholas stated.
