MxMIndia

Author: mxmadmin

  • As long as we cannot get out of the trap set by TV and social media, then we are where we are, writes Ranjona Banerji

    Ranjona Banerji: Facts & Alternative Facts on News TV

    Ranjona BanerjiBy Ranjona Banerji

     

    A conversation with someone this week on the Modi Government’s controversial armed forced recruitment scheme, Agnipath, brought up all the usual problems with media coverage. An avid media consumer, he said he just could not understand what the anger was about, why people were protesting and what exactly the scheme entailed. On the face of it, it seemed like a good idea.

     

    If an educated media watcher, who does not subscribe to TV “news” at all, can be so confused, what does it mean for how the news functions in India?

     

    The first, most logical thing to do, while covering the reactions, would be to actually explain the pros and cons to readers. You can call them explainers, inside stories, fact checks, whatever. Simultaneously, you talk to protestors, you talk to the government, you talk to the other people involved. Then you get the opinion pieces and the editorials – the newspaper’s point of view.

     

    Thanks to TV however, the procedure has been turned on its head. First the debate, then the “alternative facts”, and then if you’re very lucky, the facts.

     

    And let’s not forget the immense reach of social media. By the time newsdesk has got to the facts, Whatsapp has sent out 17 different versions of what’s happening, Twitter is full of outrage about burning trains and it is soon impossible to separate angry rants and rumour from whatever’s actually happening.

     

    Not that we don’t know all this.

     

    It’s just that when unprofessionalism becomes the norm, then you’re left playing catch up.

     

    In an ongoing situation, getting facts sorted can be tough. But with Agnipath, the scheme was laid out, warts and all. If protestors could figure out where and how they were being cheated, so should journalists with a modicum of common sense, forget any intelligence.

     

    Part of the problem of course is political leaning: if the Modi government has done it, it must be a great scheme.

     

    This makes any analysis impossible as we have seen time and again.

     

    Thus, the media gets confrontational with those who question the government rather than with the government itself.

     

    And why Modi has managed to escape all questioning by India’s mainstream media.

     

    Because the news cycle can change so fast, we went from protests against abuse of the Prophet Mohammed by BJP members to homes and work places of Muslim protestors being bulldozed by municipalities to violent protests against the Agnipath scheme to the rebellion in the Shiv Sena and the ongoing struggle of the MVA coalition to stay in power in Maharashtra.

     

    All these require a media on its toes. Ready with information, not just opinion. As long as we cannot get out of the trap set by TV and social media, then we are where we are.

     

    The average reader must remain confused and on constant high alert. Or find that she or he remains in Modiland, where all news is presented to display the BJP to best advantage.

     

    And that is why blatant corruption becomes cleverness, illegal machinations become masterstrokes and so on.

     

    Enjoy.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • But India will see an increase in total newspaper revenue at a 2.7% CAGR, notes the report

    Indian M&E to grow at 8.8% CAGR by 2026: PwC

     

     

    By Our Staff

     

    India’s media and entertainment industry is expected to reach INR 4,30,401Cr by 2026 at 8.8% CAGR. These figures come from PwC’s Global Entertainment & Media Outlook 2022-2026, the 23rd annual analysis and forecast of M&E spending by consumers and advertisers across 52 territories.

     

    Said Rajib Basu, Partner & Leader – Entertainment & Media, PwC India: ”The Indian Media and Entertainment outlook for the next few years is quite unique. There is an exciting pace of growth of digital media and advertising led by the deeper penetration of internet and mobile devices in our market. At the same time, traditional media will hold their steady growth rate over the next few years. We shall see a very different profile of media and entertainment related businesses and revenue models emerging in the digital space once we have the rollout of 5G.”

     

    Key findings for India in this year’s Outlook include:

    OTT Video: Total OTT revenue more than doubled in 2020, partly driven by the absence of public entertainment and additional time at home. This trend continued in 2021, with revenue nearly doubling again. While growth rates will slow, the market will still expand at an impressive 14.1% CAGR to reach INR 21,032Cr in 2026. It is subscription services that are driving this rapid growth, accounting for 90.5% of revenue in 2021 and set to account for 95% in 2026.

     

    Newspapers & consumer magazines: India will see an increase in total newspaper revenue at a 2.7% CAGR from INR 26,378Cr in 2021 to INR 29,945Cr in 2026. India, which will leapfrog both France and the UK to become the fifth-biggest newspaper market by 2026, will also be the only country to grow total newspaper print revenue consistently across the five-year forecast period. India will also be the only country in the world to grow daily print newspaper copy sales (by volume) during the forecast period. The increase at a 1.3% CAGR – to an average of 139mn daily average print newspaper sales in 2026, one-third of the global daily total – will mean that India will overtake China as the biggest world market for print edition readership in 2025.

     

    Out-Of-Home Advertising: India’s out-of-home (OOH) advertising market is demonstrating one of the strongest comebacks globally and is predicted to grow at 12.57% CAGR to reach INR 5,562Cr in 2026. Total OOH revenue recovered by 63.4% in 2021 over the 2020 levels which was one of the steepest downturns of any market and the biggest fall in revenue among the world’s major economies. In 2021 total OOH revenue was up to INR 3,076Cr. The momentum of this rebound will carry over into 2022, and by year-end the market will be at the value INR 4,084Cr.

     

    Video games & esports: India’s total video games and esports revenue was INR 16,200Cr in 2021, and is forecasted to reach INR 37,535Cr by 2026, increasing at a 18.3% CAGR. While still a fairly small market for the country’s size and population, India is the third fastest-growing video games market in the world, after Turkey and Pakistan. India’s video games market is predominantly geared towards social/casual gaming. With revenue of INR 13,244Cr, social/casual gaming made up 83.9% of India’s total video games and esports revenue in 2021. Expanding at a 20.6% CAGR, social/casual gaming revenue is expected to reach INR 34,581Cr by 2026. A big enabler of this segment will be the emergence of 5G technology in the market.

     

    TV advertising: After several years of rapid expansion, India’s TV advertising market was hit by the Covid-19 recession in 2020, causing a -10.8% decline over the 2019 levels. This proved to be a temporary setback. With the country’s return to economic growth in 2021, this segment grew by 16.9% to INR 32,374Cr. The market will expand further at a 6.3% CAGR to reach INR 43,410Cr by 2026. At this time, India will be the fifth-largest TV advertising market globally, after the US, Japan, China and the UK.

     

    Cinema: India is the third-biggest market globally in terms of admissions after China and the US in 2021 and is set to grow at the highest growth rate amongst all the segments at a staggering 38.3% CAGR in the forecast period to reach INR 16,198Cr by 2026. In 2021 more than 379mn cinema tickets were sold in India, a healthy increase year-on-year on the 278mn admissions in 2020 (and higher than the 226mn admissions in the US in 2020) though that had been a huge (-85.4%) drop as compared to the 1.9bn tickets sold pre-pandemic.

     

    Internet advertising: India’s Internet advertising market is set to increase at a 12.1% CAGR to reach INR 28,234Cr by 2026. Given India’s mobile-first Internet access market, the mobile sector dominates the country’s Internet advertising market, accounting for 60.1% of total revenue in 2021, rising to 69.3% by 2026. Display advertising dominates the mobile sector, accounting for 90.7% of revenue in 2021 though its share will fall to 88.9% of the total in 2026. India’s wired Internet access revenue amounted to INR 6,379Cr in 2021 which is predicted to increase at a 6.3% CAGR to reach INR 8,829Cr by 2026.

     

    Music, Radio & Podcast: India’s music, radio & podcast segment grew at 18% in 2021 and is set to grow at 9.8% CAGR to reach INR 11,536Cr by 2026. India’s Recorded Music industry (which is a key sub-segment) is making steady progress at a CAGR of 13.6%, thanks to streaming models. Here the revenue has grown from just INR 1,663Cr in 2017 to INR 2,568Cr in 2021, and is expected to continue on this path to INR 4,849Cr by 2026.On the other hand the country’s Live Music industry remains small, and it shed two-thirds of its revenue in the first year of the COVID-19 pandemic. Revenue ticked up in 2021 to INR 434 Cr and is forecast to grow to revenues of INR 1,052 Cr in 2026, increasing at a 19.2% CAGR.

     

    Other factors impacting the global M&E sector:

    Global Revenue – Fastest growing segments

    After a stellar 2021, virtual reality (VR) continues to take steps towards becoming a mass-market proposition. VR gaming content is the primary contributor to total revenue, bringing in US$1.9bn in 2021 and highest CAGR for the forecast period. Total cinema revenue will rise globally over the forecast period, and the pandemic-driven losses experienced in 2020 will be reversed, with the market hitting new heights in 2023. Box office revenue is set to reach US$49.4bn in 2026. Internet advertising comfortably leads the way as the largest advertising segment. An exceptional 31.6% year-on-year rise in 2021 put total global Internet advertising revenue at US$468.4bn, up more than US$112bn in absolute terms in 2020.

     

    The metaverse awaits

    In the not-too-distant future the metaverse could become a stunningly virtually realistic world where individuals access immersive virtual experiences, through VR headsets or other connecting devices. Because the metaverse is an evolution that may profoundly change how businesses and consumers interact with products, services and each other, its potential financial and economic value goes far beyond VR. In time, much of the revenues associated with video games, music performances, advertising and even e-commerce could migrate into the metaverse.

    How big is the E&M opportunity in the metaverse? The fast-growing market for VR is a starting point to consider. It is currently one of the smaller segments tracked, but the 36% rise in global spending over the past year is a hint of its long-term potential. The global installed base of stand-alone and tethered VR headsets is projected to grow from 21.6m in 2021 to 65.9m in 2026.

     

    Werner Ballhaus, Global Entertainment & Media Industry Leader, PwC Germany, said: “Industry press tends to focus on the companies that have dominated the E&M industry. But it is the choices that billions of consumers make about where they will invest their time, attention and money that are fueling the industry’s transformation and driving the trends.  We are seeing the emergence of a global E&M consumer base for the coming years that is younger, more digital and more into streaming and gaming than the current consumer population. This is shaping the future of the industry.”

     

  • Some food for thought as we end the week. Presenting Dr Bhaskar Das in the June 24 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | As someone who is now zipping through the expressways of the Metaverse, what is your advice to marketers targeting Gen Z-ers, the original inhabitants of that world?

    Bhaskar DasSome food for thought as we end the week. Presenting Dr Bhaskar Das in the June 24 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. As someone who is now zipping through the expressways of the Metaverse, what would your advice to be a marketer targeting Gen Z-ers, as they are the original inhabitants of that world

     

    A. These are early days for me. I am learning myself now about the wonderland. So I won’t have the audacity to even be prescriptive on the subject.

     

    Having said that, a few meta cognitive points can be shared as my leanings:

    1. Sell experiences, not products (need to be perpetually serendipitous)

    2. Video need to a dominant route to engage

    3. Recalibrate influencer strategy,

    4. Engage with customers (interaction-based)

    5. Trust, transperency and security are a MUST

    6. Environment sensitivity needs to be high in priority.

     

  • Music composer Mayur Jumani remixed the old 'I love you Rasna' jingle

    Django Digital crafts influencer campaign for Rasna

    By Our Staff

     

    Rasna, the soft drink concentrate brand, has rolled out an influencer campaign on Instagram. This is in association with its digital partner – Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline. Celebrity moms like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song.

     

    Said Shivang Shah, Co-founder at Django Digital: “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

     

  • To oversee Marketing and Corporate Communication and CSR functions

    Yes Bank appoints Nipun Kaushal as CMO

    By Our Staff

     

    Nipun Kaushal
    Nipun Kaushal

    Yes Bank has appointed Nipun Kaushal as Chief Marketing Officer (CMO). In this role, he will be responsible for the Marketing and Corporate Communication (MCC) and Corporate Social Responsibility (CSR) functions of the Bank. He will be reporting to Rajan Pental, Global Head – Retail Banking, Yes Bank.

     

    Commenting on the appointment, Prashant Kumar, MD & CEO, Yes Bank said: “We are delighted to welcome Nipun to lead the Marketing function of the Bank. We are sure that with his expertise and domain knowledge, he will play an instrumental role in this transformational journey of the Bank. With Nipun’s appointment as the Chief Marketing Officer, the brand will rely on him to leverage his capability of storytelling and brand building to help the Bank usher in the next level of growth and increase customer delight.”

     

  • Prabhu, Founder & MD of PRHUB, will serve as President – APAC and Member of global Board for another two years

    Xavier Prabhu relected Iprex APAC prez

    By Our Staff

     

    Xavier Prabhu, Founder and Managing Director of PRHUB, has been elected President for the second term in the APAC region of Iprex, the global communication platform.

     

    Xavier PRabhu
    Xavier PRabhu

    Said Prabhu: “The first two years has been a phenomenal learning experience.  With the active support of all the partners in the region, have been able to build a highly cohesive and well-knit One APAC Team in the region. Within the network we have been able to increase awareness of the region and the capabilities of the partners here leading to significant growth in business being shared into and out of the region. Look forward to building on this further in my next tenure.”

     

  • Rolls out campaign through Hawa Badlo initiative

    GAIL rings alarm bells about air pollution

    By Our Staff

     

    GAIL (India) Limited, the government owned natural gas processing and distribution company, has launched a digital campaign to raise awareness about air pollution. The campaign titled ‘Air Pollution Ka Alarm” has been launched through GAIL’s Hawa Badlo initiative. Under this, a number of posts, reels and short stories are being published through Hawa Badlo’s digital platforms. The centre piece of the campaign is a short film on #AirPollutionKaAlarm which has been released on Hawa Badlo’s Youtube channel.

     

    S. Halder
    S. Halder

    Speaking about the latest campaign of Hawa Badlo, S Halder, Executive Director said:“Hawa Badlo is our ongoing initiative to spread awareness about air pollution and educate the masses to switch to cleaner fuel. During its journey, it came to light that while people are aware of the harmful effects of polluting fuels, they are ignorant of solutions to address the problem. The campaign has adapted to build awareness of the energy alternatives available and galvanize people into adopting natural gas and other cleaner energy sources for a cleaner and sustainable lifestyle.”

     

  • To head the organisation's initiatives across Web 3.0

    Shemaroo elevates Rahul Mishra

    By Our Staff

     

    Rahul Mishra
    Rahul Mishra

    Shemaroo Entertainment has promoted Rahul Mishra to head the organisation’s initiatives across Web 3.0. In his new role, Mishra will be working on identifying and building various opportunities in the third wave of the internet that is more transparent and uses technologies like blockchain, AI and IOT to create a more interactive user experience for the company.

     

    Said Hiren Gada, CEO, Shemaroo Entertainment: “We are delighted to elevate Rahul Mishra to his new role. His long and steady contribution has helped the company scale great heights. Rahul’s promotion is aptly timed as we plan to accelerate our brand’s growth using Web 3.0 technologies.”

     

    Added Mishra: “I am grateful and thrilled to take up this new role. It’s an honour to be a part of the brand that has been entertaining India for 60 years and to work with the best minds in the industry. The future is exciting and bright with the arrival of newer technologies, and I look forward to navigating Shemaroo’s journey into the next stage of the evolution of the internet.”

     

  • To launch AMC+ and Acorn TV on Prime Video Channels

    Prime Video collaborates with AMC Networks

    By Our Staff

     

    Amazon Prime Video and AMC Networks, an American entertainment company, have announced the launch of AMC+ and Acorn TV on Prime Video Channels. AMC+ is a subscription service that offers Prime members access to scripted dramas, fan-favourite franchises, and a wide range of ad-free exclusive series and films from the US and around the world.

     

    Said Chaitanya Divan, head of Prime Video Channels & Sports, Amazon Prime Video India: “As the destination for the latest, acclaimed and popular international content, at Amazon Prime Video, we believe in super-serving our customers with choice, access and convenience. Since launch last year, Prime Video Channels has expanded the choice of English and international content available to customers further by giving them access to a wide range of exclusive, high-quality programming from multiple streaming services, while offering them the convenience of enjoying their favourite shows and movies at a single destination, with all their favourite Prime Video features. We are delighted to partner with AMC Networks and offer our viewers an even wider selection of popular and blockbuster English content. Prime members have loved our extensive selection of premium international content, available as add-on subscriptions, and we are committed to satisfying their diverse entertainment needs.”

     

    Added Courtney Thomasma, General Manager of AMC+: “AMC+ offers viewers thousands of hours of celebrated and award-winning series, including our critically-acclaimed dramas from The Son to 61st Street as well as the next generation of fan-driven franchises including The Walking Dead Universe and Anne Rice’s Interview with the Vampire. With our upcoming slate of AMC+ Originals like Dark Winds and Moonhaven along with access to Acorn TV’s beloved international mysteries and dramas, AMC+ combines thought-provoking stories and iconic characters in one subscription. We are excited to partner with Prime Video Channels to bring our slate of original programming to audiences in India and look forward to delivering many exclusive premieres in the months ahead.”

     

  • It was a happy week for the Indian creative forces at Cannes Lions 2022. So we asked Dr Dr Bhaskar Das a question on our wins in the June 27 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Dentsu Creative is Agency of the Year at Cannes Lions 2022. Would it be right to say that Indian advertising creativity has arrived or was it always there and not recognised enough?

    Bhaskar DasIt was a happy week for the Indian creative forces at Cannes Lions 2022. So we asked Dr Dr Bhaskar Das a question on our wins in the June 27 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Dentsu Creative is Agency of the Year at Cannes Lions 2022. Would it be right to say that Indian advertising creativity has arrived or was it always there and not recognised enough?

     

    A. There is no doubt that Dentsu Creative becoming the Agency of the year at Cannes Lions 2022 is a huge achievement. I doff my hat to the whole team of the agency for bringing home this accolade from the festival. In fact, kudos to the entire Indian contingent for achieving the highest tally of medals in the festival.

     

    While we must celebrate this year’s achievement, we should not surmise that Indian creativity hasn’t been recognised enough. Many factors play a role in the selection of winners of a creative communication. After all it’s a subjective decision and for a renowned festival like Cannes, it’s not fair to even arrive at such a conclusion. Over the years, Indian creative fraternity have made its mark on the world stage. It has reached its zenith in this year’s festival. I am sure the results would give impetus to the community to excel further in future.

     

  • To build the brand’s digital presence and awareness

    Filter Coffee Co. bags digital mandate for Global Beauty Secrets

    By Our Staff

     

    Integrated marketing agency Filter coffee co. has bagged the digital mandate for Global Beauty Secrets, a personal care brand. It will now be in charge of building the brand’s digital presence and awareness.

     

    Said Anuja Deora, Founder, and CEO, of Filter Coffee Co: “We anticipate that our tailor-made strategy and upbeat content marketing approach will strengthen the core offering and expand the brand’s reach in the digital ecosystem.”

     

  • A quick five-question interview with Priya Mukherjee, Group President- Network Development

    Jaldi 5 with Priya Mukherjee: What’s the secret sauce of a news channel being #1?

    In May 2022, India TV announced the appointment of Priya Mukherjee as Group President- Network Development. Mukherjee had just a year before that been with the Republic Media Network where she was part of the founding team and got the channel to the #1 status. And now in the last few weeks, India TV has been on top of the ratings roster from amongst Hindi news channels.

     

    We posed questions to Priya Mukherjee in a new season of our Jaldi 5 interviews. Here goes

     

    Priya Mukherjee
    Priya Mukherjee

    The Lady with the Midas Touch, we would say! India TV @ 1!

    How much ever one would like to think that J,  we all know its not true.  It is never about one person, it’s always about the team, led from the front by the vision of our beloved Chairman and MD. It involves dedication and toil of our ever-growing team of professionals, who work – tirelessly, in a coordinated effort at the back-end.  In a short period, India TV has created benchmarks in innovation, impact, ratings, viewer engagement and viewer-support.

     

    In today’s rampant me-too-ism, India TV is, perhaps, the only Hindi news channel that is perceived as “courageous” and “different.” The channel’s No.1 position is no accident. It is the result of Rituji and Rajatji leading the way on the lonely path of “credibility first.” It is the result of their efforts where the viewer’s interest has been paramount.

     

    But the gap between #1 and #2 is precariously narrow, as is the case with top 4/5. What measures are you taking to ensure India TV maintains the lead?

    We work extensively on the ground, to bridge the gaps in our distribution. The basics of distribution need to be followed always- 100% AVAILABILITY & VISIBILITY. We follow the strategy of “Hold”, “Increase” and “Add” to continuously maintain and grow our reach. We are keeping a razor-like focus and holding our urban reach and improving our rural reach. This growth in reach along with high stickiness in turn helps achieve marketshare.

     

    On a lighter note, it is also amusing to see some Hindi News channels self-proclaiming to  being No1 – All India- when the real benchmark for any Hindi channel as we know is Hindi Speaking Markets!

     

    Its not that India TV hasn’t been on top, but in the last few years, there have been some tectonic changes in the distribution space. Give us the ingredients of your secret sauce that helped you achieve this?

    The channel always kept the viewer at the fore front of everything it did, which is evident from the high viewer engagement through time spent, we always garnered. And has been a consistent No 2. We are very aware of the pulse of our viewers , who have been supporting us over the years.

     

    What works for us other than this is how we work and use data to make continuous on ground distribution changes in our core markets. My team works on creating long-term partnerships with the affiliate networks, who have helped us grow our organic reach and that  gives a huge boost to the channel achieving no 1 Market share. We have always been doing well in Urban markets and now are focusing on bridging the gaps in the Rural markets.

     

    Good distribution is built on four pillars: Data, Information, Relationship and Speed.

     

    It’s said (rightly or wrongly) that viewership data of channels is based more on dynamics like landing page, extra promotion in certain geographies and do whatever it takes to get high numbers. Is this perception correct? Please do tell what’s the situation in reality?  And what’s your view on landing pages?

    To each its own. It is a promotional tool for broadcasters and a revenue stream for platforms. Promotional tools are a part and parcel of any distribution set-up –  be it FMCG or media. The organisation’s objectives, financials and requirements define what strategy is to be adopted. Ultimately, it is for the honourable regulatory authorities to debate and decide on its merits and demerits. India TV, has always taken a long-term view, of how we approach our distribution strategy. Our clear focus is on organic reach growth and strengthening our core viewer base with the support of our Affiliate cable and DTH Networks.

     

    One last Question: According to you, what contributes to the ratings of success of a channel: Content or Pushing Reach?   

    It’s always a combination of couple of things done right.  We take a long-term view of things and strive at creating a potent balance of quality content and enhanced reach. This coupled by the data inputs provided by research, helps us in making smart and calculated choices, which has worked in our favor on content, bridging the reach gap and hence the success of the channel.