MxMIndia

Category: TV

  • According to the FICCI-KPMG report, the growth trajectory was backed by strong consumption in tier 2 and 3 cities, continued growth of regional media, and fast increasing new media business. Overall, the study predicts the industry to register a CAGR of 15 percent to touch INR 1,457 billion by 2016.

    @Ficci Frames 2012: KPMG study says M&E sector is set for good times ahead

    By A Correspondent

     

    HILE the effects of the economic downturn were felt across sectors and industries last year, it was a steady year for the Indian Media & Entertainment (M&E) industry that registered a growth of 12 percent over 2010, to reach INR 728 billon. According to the FICCI-KPMG report, the growth trajectory was backed by strong consumption in tier 2 and 3 cities, continued growth of regional media, and fast increasing new media business. Overall, the study predicts the industry to register a CAGR of 15 percent to touch INR 1,457 billion by 2016.

     

    But despite the positive numbers recorded, the report agrees that 2011 has indeed been a challenging year not just for the Indian M&E industry, or even the Indian economy, but for the larger world economy. While India is still expected to grow at a healthy pace, growth is projected to be lower than expectations.

     

    The report notes that television continues to be the dominant medium while sectors such as animation & VFX, digital advertising, and gaming are fast increasing their share in the overall pie. Radio is expected to display a healthy growth rate after the advent of Phase 3. Print, while witnessing a decline in growth rate, will continue to be the second largest medium in the Indian M&E industry. Also, the film industry had reason to cheer, with multiple movies crossing the INR 100 crore mark in domestic theatrical collections, and INR 30 crore mark in C&S rights.

     

    Advertising spends across all media accounted for INR 300 billion in 2011, contributing to 41 percent of the overall M&E industry’s revenues. Advertising revenues witnessed a growth of 13 percent in 2011, as against 17 per cent observed in 2010. In terms of performance, 2011 proved to be a year with mixed results in terms of growth across different sub sectors. The traditional media businesses experienced a slowdown compared to last year, especially in the second half of the year. However, the new media segments like Animation and VFX, Online and Gaming businesses witnessed phenomenal growth rates.

     

    Highlighting some visible trends spotted in the report, Dr. Rajiv Kumar, Secretary General, FICCI said, “The key highlights are rise in digital content consumption, launch of diverse content delivery platforms, strong consumption in tier 2 and 3 cities, rising footprint of the players in the regional media, rapidly increasing new media business and regulatory shifts.”

     

    Putting forth a more pragmatic outlook, Jehil Thakkar, Head of Media and Entertainment, KPMG said, “The Media & Entertainment industry landscape is undergoing a significant shift. Cable digitization, the promise of wireless broadband, increasing DTH penetration, digitization of film distribution, growing internet use are all prompting strategic shifts in the way companies work. Traditional business models are evolving for the better as a host of new opportunities emerge.”

     

    Key trends and industry drivers:

    – Growth in digital content consumption across media

     

    Key Highlights –

    Print: The print industry grew by 8.3 percent from INR 193 billion in 2010 to INR 209 billion in 2011. The growth was slightly lower than our expectation of 9.5 percent last year due to the challenging macroeconomic environment and reduced advertising spends.

     

    Television: The over-all television industry is estimated to be INR 329 billion in 2011, and is expected to grow at a CAGR of 17 percent over 2011-16, to reach INR 735 billion in 2016. The share of subscription to the total industry revenue is expected to increase from 65 percent in 2011 to 69 percent in 2016. The TV industry continues to have headroom for further growth as television penetration in India is still at approximately 60 percent of total households.

     

    Films: With several high budget Hindi releases lined up across the year, 2012 is expected to sustain the growth momentum witnessed in 2011. The Indian film industry is projected to grow at a CAGR of 10.1 percent to touch INR 150 billion in 2016. The industry is estimated to be INR 93 billion in 2011 indicating a growth of 11.5 percent vis-à vis 2010.

     

    Music: While 2010 was the year of structural shift from physical formats to digital ones, 2011 provided users viable options of music consumption through different digital platforms. The Indian music industry achieved revenues of INR 9 billion in 2011, registering a growth of 5 percent over 2010.
    Radio: Overall, the industry grew 15 per cent in CY 2011 to reach INR 11.5 billion, compared to INR 10 billion in CY 2010. Volume increases in certain markets and rate increases for the leaders in metros drove growth.

     

    New Media: Digital advertising is expected to grow at a CAGR of 30 per cent from 2011-16; digital adspend reached approximately 5 per cent of total M&E industry advertising revenue in 2011. Growth is largely driven by increase in internet penetration and proliferation of new devices.

     

    Animation & VFX: Animation, VFX and Post Production industry achieved estimated revenues of INR 31 billion in 2011, a robust growth of 31 percent over 2010. Growth was achieved on the back of increased contract work, higher VFX content in movies, 2D/3D conversion projects.

     

    Out of Home: The OOH sector was hit relatively harder by the global economic slowdown than other sectors of the Advertising industry. The sector registered a Y-o-Y growth of 7.6 percent.

     

    Digital technology continues to revolutionize media distribution – be it the rapid growth of DTH and the promise of digital cable, or increased digitization of film exhibition – and has enabled wider and cost-effective reach across diverse and regional markets, and the development of targeted media content.

     

    There has been increased proliferation and consumption of digital media content – be it newspapers and magazines, digital film prints, and online video and music or entirely new categories such as social media. Accordingly, online advertising spends have seen a spurt in growth vis-a-vis spends on traditional media.

     

    – Rise of new age user devices

    Smart phones, tablets, PCs, gaming devices, etc. all form the foundation of a new wave in media usage. This is gradually impacting the way content is being created and distributed as well. Multiple media including TV, films, news, radio, music etc are being impacted with this change.

     

    – New age consumers adapting themselves to the newer technologies

    As Indian consumers evolve, there is a heightened need to engage them across platforms and experiences. There is a greater need for integration and innovation across traditional and new media, with changing media consumption habits and preferences for niche content. Media companies today have no choice but to provide more touch points to engage with audiences.

     

    – Regionalisation

    Regional television and print continued its strong growth trajectory owing to growth in incomes and consumption in the regional markets. National advertisers are looking at these markets as the next consumption hubs and the local advertisers are learning the benefits of marketing their products aggressively.

     

    – An advertising revenue dependant industry

    The ARPU (Average Revenue Per User) for television, average newspaper cost for print and average ticket price for films continue to be low on account of hyper competition in these industries. Segments like Radio and a significant portion of online content are available free of cost to consumers. Owing to this, the Indian consumer is still not used to paying for content and hence the industry players are sensitive to the impact of the slowdown which affects the budgets of advertisers.

     

    – Awaited regulatory shifts

    Lastly, apart from the shifts in consumer preferences, company strategies and business models, one big change awaited for the next growth wave is the implementation of recently enacted and regulations on digitisation for cable, implementation of Phase 3 and copyright for Radio and the roll out of 4G. These shifts are expected to be game changers in terms of how business is being done currently and what could be the path going forward.

     

  • Just a little more than six months to go before the metros kick out analog as the Lok Sabha passed the Digitization Bill yesterday

    The sunset gets closer…

     

    By A Correspondent

     

     

    The Lok Sabha has passed the much-awaited Bill for digitization of Cable TV in India with the assurance that cable operators will not be harmed from the proposed move. The digitization sunset date for the four metros is June 2012. For complete digitization of cable sector in cities with population of more than one million, the date is March 30, 2013, all urban areas by September 30, 2014, and the entire country by December 31 2014.

     

    Information and Broadcasting Minister Ambika Soni said that the move to convert Analog TV into Digital will bring India on par with other countries like US, Britain, Korea and Taiwan.

     

    As a matter of fact, digitization of TV will bring subscription revenues for broadcasters and of course the elimination of carriage fees from the broadcast ecosystem – something which, as experts believe, would eventually happen as complete digitization would set in. As for now, carriage fees is one big challenge all broadcasters are facing. Industry estimates suggest that roughly 20 per cent of a channel’s cost account for carriage fees. As per the new regime, all satellite channels will be beamed to houses through set-top-boxes.

     

    While most members supported the Bill, a few raised their voices against content being broadcast on some channels and the unjustifiable hike in the cable rates. Soni assured Cable operators that the move will not render them jobless, and that the government’s major concern was the viewers’ interest. She said that an enabling provision had put in place to the effect that only Rs 200,000 to Rs 300,000 would be needed by cable operators to move to digitisation.

     

    On the prices of set-top-boxes, she said, “The prices of set-top-boxes will fall. These will be available on installments and rent. Also, viewers don’t have to take a whole bouquet of channels. TRAI will impose a tariff capping for subscribing to channels.” She also said that digitization would provide consumers a la carte selection of channels and video-on-demand among other things.

     

    She added that the Headend-in-the-sky (HITS), which had so far failed, would take off with greater investments

     

    The ordinance was passed earlier this year to meet the deadline set for full digitization by December 31, 2014. The government will complete the process in four phases starting with metros.

     

    The Bill will now go to the Rajya Sabha for passing and then go to the President for her assent after which it becomes law. Mr Dinyar Contractor, Editor-in-chief, SCATMAG, is of the opinion that it is only a matter of time before Rajya Sabha will pass the bill.

     

    According to Mr Devendra Parulekar, Partner & Segment Champion – TV Distribution Ernst & Young, the development is a positive one as this will lead to transparency in the entire system while creating a win-win situation for every stakeholder. “Digitisation will provide customers with wider choices, better signal quality, HD content and niche content tailored to suit niche audiences.”

     

    Whether there will be an effect on pricing, he said, “With hyper-competition, I don’t think price points will rise significantly; they will more so be determined by the market forces. ”

     

    On what it means to MSOs, Mr Parulekar said that MSOs focus will shift from B2B to B2C. However, due to the short implementation time-frame, he said that MSOs are likely to lose round one of the battle to DTH players, who have already invested in mature back-end systems. She also said that there were punitive clauses against cable operators, MSOs or DTH operators who failed to show the must-carry channels, including the Lok Sabha and Rajya Sabha TV channels.

     

    “The jury is still out on how the sector would fare in the medium to long term, as digital cable+broadband has some inherent technological advantages over DTH, as well as the advantage of personalised service that cable offers to end-subscibers. These service enhancements will need infusion of large funds and hence the sector may see some transactions (M&A activity). With increased transparency in collection of subscription fees as well as tax collection, broadcasters can de-risk their revenue streams versus advertising revenue that they are presently overly dependent upon,” he added.

     

    Big story image: Fotocorp

  • Cable operators facing set-top box shortage as digitisation deadline approaches near

    Set-top shortage could dampen digitization drive

    By Nandini Raghavendra & Meenakshi Verma

     

    Five months before time runs out for homes across India’s top four metros to switch to digital transmission to continue watching cable television, operators are battling short supply of set-top boxes as well as ignorance among consumers.

     

    More than 60,000 set-top boxes need to be installed every day to enable an estimated 10 million homes across Delhi, Mumbai, Chennai and Kolkata to meet the deadline mandated by the government.

     

    But with India going digital at the same time as Brazil, Russia, China and South Korea, among other countries, set-top box makers are finding it difficult to meet delivery deadlines. This is the case even as most leading manufacturers, based in China, have ramped up production manifold.

     

    “Most consumers don’t even know that they won’t be able to watch TV with the same cable after the June 30 deadline and that a digital set-top box is a must,” says Mr Anthony Brian D’Souza, a Mumbai-based cable operator.

     

    Direct-to-home or DTH operators, who use satellite and dish antennae, are therefore well placed to grab the business from cable operators. Nearly 80% of the 70,000 odd cable operators are believed to be independent players, who are also finding it difficult to absorb the rise in the cost of imported set-top boxes due to rupee depreciation.

     

    “This is a great opportunity and we are well poised to make the most of cable digitalisation,” says Dish TV’s managing director Mr Jawahar Goel, “The DTH industry will be able to grab 30%-70% of the analog cable homes across various phases depending on the locations.”

     

    Tata Sky has also geared up to cash in on the opportunity. “Our billing and CRM systems handle millions of customers. These have been further scaled up to ensure error free service to many more millions of new subscribers who will join us in next few months,” says chief executive officer and managing director Mr Harit Nagpal. The company can install fresh connections within a day of receiving the order, he says.

     

    Big multi-system operators like Den Networks and Hathaway Cable & Datacom, which have too much on their plate upgrading their subscribers, might find it difficult to add too many new subscribers.

     

    Den Networks has hired Ernst & Young to conduct seminars and train its partners and affiliate local cable operators. “Local cable operators will help us upgrade our existing consumer base on the ground and will play an important part in the process,” says Mr Sameer Manchanda, CMD of Den Networks. He says the company will focus on upgrading its current subscribers in the four metros.

     

    While the industry expects a majority of independent operators to align with the bigger players, many of them may find the switch hard to survive. “The large investments expected from cable operators for setting up the infrastructure in such a short span of time and competition from DTH players could create unemployment among smaller cable operators,” says Ms Roop Sharma, president Cable Operators Federation of India, the largest association of independent cable operators in the country.

     

    Sharma, however, says even the bigger players might find it hard to prove equal to the challenge. “Digitalisation is a mammoth task and there are concerns whether the deadline for the four metros will be achieved,” she says.

     

    An independent cable operator says many affiliate partners of the bigger players are showing a huge resistance to digitisation at the moment. “If someone in the cable fraternity keeps holding out till the last moment in the hope that digitalisation will not happen, he will only be making it easier for DTH players to garner incremental market share at the cost of the cable industry,” says Mr K Jayaraman, chief executive officer of Hathway Cable & Datacom.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • In order facilitate transformation to digital cable system, TRAI identified certain key issues that need to be determined

    TRAI issues consultation paper on digital cable

    By A Correspondent

     

    The Telecom Regulatory Authority of India (TRAI) on Thursday released a consultation paper on “Issues related to Implementation of Digital Addressable Cable TV Systems”.

     

    The analog cable TV service, which caters to around 94 million households, has been a roadblock in exploiting the full potential of the sector. Keeping this in mind and in consultation with all the stakeholders, the Telecom Regulatory Authority of India had recommended to the government complete digitization with addressability of the Cable TV services, in a phased manner in August, 2010.

     

    After the Parliament passed the Bill to amend the Cable TV Act paving the way for the digitization programme, in order facilitate transformation to digital cable system, TRAI identified certain key issues that need to be determined. These issues pertain to:

    • Composition and Tariff of Basic Service Tier (BST)
    • Retail Tariff
    • Prepaid billing
    • Interconnection issues
    • Revenue share between MSOs and LCOs
    • Quality of Service Standards
    • Redressal of Consumer Complaints

     

     

    Some of the key issues raised by TRAI in the consultation paper concern:

    • The minimum number of free-to-air (FTA) channels that a cable operator should offer in the basic-service-tier (BST). TRAI has also demanded for the genre-wise (entertainment, information, education etc) mix of channels in a BST?
    • If the retail tariff is to be determined by TRAI or left to the market forces? If it is to be determined by TRAI, how should it be determined?
    • The subscription revenue share between the MSO and LCO and if it is to be prescribed by TRAI what should be the revenue share.
    • Whether an ad-free channel is viable in the context of Indian television market?
    • The responsibility for ensuring the standards of quality of service provided to the consumers with respect to connection, disconnection, transfer, shifting, handling of complaints relating to no signal, set top box, billing etc. and redressal of consumer grievances.
    • The impact on the wholesale channel rates after the sunset date i.e 31st Dec 2014, when the non-addressable systems would cease to exist.

     

     

    The full text of the Consultation Paper is available on TRAI’s website (www.trai.gov.in). TRAI has invited written comments on the issues raised in this consultation paper from the stakeholders by 16th January, 2012, and counter-comments on the comments by 23rd January, 2012.

     

    The comments and counter-comments may be sent to Mr Wasi Ahmad, Advisor (B&CS) at: advbcs@trai.gov.in or traicable@yahoo.co.in.

  • Trade sentiment upbeat as over 15k professionals attend Scat 2011, the annual 3-day satellite and cable TV trade show

    Digitisation ups mood at trade show

    By Insiyah Rangwala

    The announcement of the new regulation enabling the rollout of digital addressable systems in the country, upped the mood at the Satellite and Cable TV Trade Show last week. Organised by the Satellite & Cable TV magazine, the show, now in its 20th year, SCaT saw the attendance of over 15,000 people from the industry and networks.

     

    Mr Dinyar Contractor, Editor and Executive Publisher of Satellite & Cable TV, said the response to SCaT has been overwhelming. With hardware prices having fallen from three years ago at 100 channels being Rs 1 crore to last year’s Rs 60 lakh and this year’s 200 channels at Rs 27 lakh, this has positively affected the mid size networks, as digital is now no longer inaccessible to them. The critical new element at SCaT has been the discussions of pricing and buying.

     

    The technologies showcased at SCaT this year were the digital set-top box, MPEG2 and MPEG4 along with emergence HD channels. Mr Dharmesh Gandhi, Product Marketing Manager at NDS, said their key aspect was content protection and providing the middle ware for pay TV. They were showcasing new features such as the search option and targeted advertising. It helps a user with browsing and discovering more related content.

     

    Mr Vikram Nagda, Marketing and Operations Head, Channel Masters, stated that they feel very positively about the digitization of cable TV in India as it has enabled the internet to become an even larger commodity. Mr Saravanan Narayanasamy, Chief Technical Engineer, Indian CAT from Pace, said that with or without the government digital is picking up as it can be seen at SCaT with the tremendous turnout from newcomers.

     

    Mr Manoj Thakur Deputy General Manager, Catvision, said that even though currently digital in India is big only in the metros it is increasingly broadening its reach.

     

    According to Mr Contractor, the mood in the trade is so buoyant that most operators have reconfirmed their presence in a bigger way for next year with stalls being pre-sold.

     

  • Digitization’s sunset date may be delayed

    By Akash Raha

     

    The process of digitization is unlikely to be over by December 31, 2011, according to key stakeholders among broadcasters and cable organizations. The sunset date for digitization is therefore expected to be extended further, as it seems to be going nowhere at the current pace. The stakeholders say this is because of lack of clarity on the part of the Government, which needs to enable the industry to change over smoothly from analog to digital.

     

    The issue of digitization was discussed at length at Focus 2011, a seminar organised by The Associated Chambers of Commerce and Industry of India (ASSOCHAM). The theme of the event, From Analog to Digitization, was held on September 9, 2011 at New Delhi.

     

    Earlier in the day, Mr Choudhury Mohan Jatua, Honourable Minister of State, Ministry of Information and Broadcasting said that he was hopeful that the process of digitisation will happen in the stipulated time. He said that his government was doing everything to make it possible, but that to make it possible, the industry itself needs a lot of self-discipline. He said that the changeover from analog to digital is desirable and also compulsory.

     

    The romance with digital is on and the era of digital is here, said Mr A Mohan, VP, Zee Networks, kicking off a discussion session moderated by Gunjan Gupta of Deloitte. However, he said, there are several problems on the route to digitisation. The three-fold challenges that he pointed out were investment issues, finding a viable economic model in the digital era, and inter-connection issues. Subject as it is to a variety of taxes such as entertainment tax, service tax, VAT, entry tax and so on, he said, it is very difficult to make any profit. He appealed to the government to rationalize the taxes on the industry. Talking about investment, he said that the Government of India must change its FDI policies, which would help with more funding for digitisation.

     

    Ms Roop Sharma, President, Cable Operators Federation of India (COFI), said, Digitization cannot happen by the sunset date unless the government faces its problems and challenges. Moreover, the government has to come up with a phase-wise plan for digitization, as we cannot expect it to happen overnight. Awareness has to be spread, and consumers need subsidies to accept digitization. Ms Sharma, a member of the task force for digitization, and she rues that even after several meetings there is no clarity as to how the government plans to go about digitisation.

     

    Mr Sugato Banerji, CMO  DTH, Bharti Airtel, cited several advantages of digitization, beginning from safeguarding national security to more subscription-based revenue for broadcasters. He went on to say that the age of digital will benefit the whole ecosystem  consumer, broadcasters, government and cable operators. Mr Pulak Bagchi, Vice President, Star India too spoke about the advantages of digitization and said, If we intend to digitize in right earnest, the government has a huge role to play.The industry is set to provide 4 percent of the country’s GDP (excluding agriculture). Yet, the investment required for digitization of the whole country is set to be 15 billion USD. He also said that digitization would eliminate cable wars and prevent tax leakages for the government.

     

    With 35 million digital households, India is going to be the largest digital market said Mr Siddharth Jain, General Manager, Network and Content Distribution, South Asia, Turner International India. He went on to say that the success of any venture depends most on the consumer experience, which the industry has to keep in mind. Content is king, and yet content has a cost.

     

    Mr Raman Kalra, Director and Partner, IBM said that while in future content is going to be the key and content is poke about the future of the medium and said that eventually, content is going to be the key and that is exactly what the customer wants. At the same time, you can’t just thrust technology on him; the convenience of consuming content is also very important.

     

    Mr Rohit Bansal, CEO and Co-Founder, Hammurabi & Solomon Consulting, voiced his concern over government’s method of setting deadlines, and he fears that such deadlines won’t get translated.

     

    He said, Digitisation has its own advantages, and even though some incumbents are trying to resist it, everyone has to come together and volley for it. The I&B ministry, TRAI and all other stakeholders have to rise to the occasion and do their bit.

     

    The recently accepted TRAI recommendations for the implementation of digitisation of broadcast systems in India is expected to open up new opportunities for a broader ecosystem (content providers, broadcasters, equipment providers etc). Yet, there are several challenges en route to migration from analog to digital. The revenue opportunities are substantial, and all that is needed, it seems, is synergy between the government and the stakeholders to make the sunset date possible and viable.

  • Digital mandate to benefit the industry and the consumer: Media Partners Asia

    Digitization will boost TV industry: MPA report

    By Rishi Vora

     

    The government mandate to digitise cable networks across India will bring a significant transformation to the US $7 billion television industry with a positive impact on the nascent broadband market, says a report published by Media Partners Asia (MPA).

     

    Executive Director of Media Partners Asia, Mr Vivek Couto said, “India’s broadcasting and pay TV market is on the cusp of a high growth value phase, similar to North America between 1998 and 2003, Korea during 2003-2007, and Taiwan during 2005-2010. Valuations of the domestic companies in these markets during the high-growth value stage typically skyrocketed, as networks were upgraded and services to consumers expanded. In India, domestic players and foreign investors will both do well, to the benefit of consumers, when the government’s policies take shape.”

     

    The report, entitled ‘Investing in Digital India: The Dynamics of Mandatory Addressable Digitization’, underlines benefits across the value chain.

     

    A boost for the government and the economy
    If the current analog cable distribution model remains in place and digital penetration is limited, the cumulative value of the tax receipts lost by the government would reach US $11 billion over the next decade or more than US $1 billion per year. The government therefore has sufficient incentives to push digitisation and can also accelerate the process by offering tax incentives to a potential multi-billion-dollar industry. Digitisation will also help the government pursue India’s broadband goals and thereby help to boost economic growth. Potentially, a 10 percent increase in broadband penetration would increase India’s GDP by 1.5 percent. As of September 2011, broadband per capita penetration in India was only 1 percent. In its National Broadband Plan, the Telecom Regulatory Authority of India sees a pivotal role for cable operators with digital network upgrades paving the way for broadband growth.

     

    Consumer will have the choice
    Digital cable television will improve the consumer experience and resolve legacy issues from analog cable services. Consumers will gain access to more channels; attractive tiering options with differentiated content across local, regional and niche genres. It will provide a better viewing experience; and improved quality of service. Digital cable television will also be affordable for the consumer. As per international benchmarks, spending on pay TV typically accounts for 5 percent of GDP per capita. In this context, digital cable television in India will be affordable given heavy subsidies on STBs (currently subsidised at 60-70 percent by MSOs), which will ensure that consumer spends fall within the 5 percent benchmark. Consumers will also benefit from new competition as digitisation in metros ensures that seven DTH satellite platforms (including free service DD Direct) compete for customers with digital cable operators.

     

    Cable transformation almost certain
    MPA expects a six-fold increase in subscriber revenues for cable MSOs, though not without at least a 20 percent churn in the cable subscriber base to DTH. Subscriber declaration levels will increase from 15 percent currently to 100 percent, while the retained ARPU will increase by six times after assuming a 30 percent base case revenue share with the local cable operator (LCO) will reduce the payback period on digitisation. Under a bundled model, the payback period could be reduced by a year to 24 months, as opposed to 36 months under a standalone digital proposition.

     

    The main challenges, apart from managing subscriber churn to DTH are one, the drop in carriage fees by about 20-50 percent; and second – incentivising revenue-sharing agreements that need to be struck with local cable operators to drive digital into homes.

     

    Opportunity for DTH players
    Phase I digitisation in the four key metros offers a good opportunity for DTH operators to grab high-ARPU customers and increase the platform’s reach in larger TAM markets. MSOs envisage about 15-20 percent churn in cable subs to DTH, though some suspect this could grow to 30 percent in the early stages of Phase I deployment. Subsidised HD offerings will also act as a key differentiator for DTH players as few cable operators have rolled out HD services.

     

    Benefit to broadcasters
    Digitisation will help boost subscription revenues and reduce dependence on advertising. Improved economics will also help broadcasters launch niche channels with a premium focus while carriage and placement fees will fall in certain markets and moderate in others. At the same time, consumer adoption of certain programming tiers and specific channels (over others) will ensure healthy competition while broadcasters will also be under pressure to produce content with differentiation, premium quality (potentially advertising-free) and with local relevance.

     

    Benefit to investors
    Upon successful implementation of the digital mandate, gradual consolidation of LCOs will become inevitable. This will shift industry profits and value to centralised distribution platforms and broadcasters. Valuations for cable/ pay TV operators in the USA, Korea and Taiwan during their high-growth value stage typically averaged 12-16x one year forward EBITDA, versus the current trading average of 9-10x for India’s listed cable/pay TV entities. MPA assumes similar or higher valuations for companies in India subject to successful execution. Most investors, especially strategic companies, will adopt a wait-and-watch approach, potentially making their bets after Phase I is completed.

  • NDTV has a lot to offer in terms of knowledge and ideas to new entrants in the market, says Shyatto Raha, and the subsidiary firm is aiming to successfully leverage upon this.

    Our core belief is innovation: Shyatto Raha, NDTV Worldwide

    By Akash Raha

     

    Shyatto Raha, CEO, NDTV Worldwide and NDTV Emerging Markets, has been with NDTV for over 13 years and is an integral part of NDTV’s strategic team which has helped develop new growth areas.

     

    He spearheaded the successful launches of NDTV Arabia in the Middle East and Astro Awani channels in Indonesia and Malaysia.

     

    In his role as CEO of NDTV Worldwide and Emerging Markets, group subsidiaries, Mr Raha heads its business and operations and is responsible for the setting up of local news, current affairs and business channels targeting the local population, in emerging markets across the world.

     

    In a chat with MxMIndia, Mr Raha speaks about NDTV Worldwide, its focus and growth.

     

    Q: NDTV Worldwide has created a footprint in the media consultancy business and spread the banner of the NDTV group to newer areas. What are the other key focuses?

    Over the years NDTV has become one of the most trusted brands in the broadcast industry. Also, we have been a very successful brand. As far a media consultancy is concerned we have only shared the knowledge from the talent that is their within NDTV. Many of us have been at NDTV for over 15 years and it’s all about taking that knowledge base and creating media consultancy and media services which is due to bring about a change in the industry. It is definitely a change for the better. Here, we are making sure that the people who are coming into the market, the new entrants, are at least buying into technology, buying into programming ideas, buying into a way of working which will help them sustain and survive in the environment. Otherwise, what happens is that we find that a lot of broadcasters who enter the industry and then after a about a year or two they wither away because they were never set up properly. So considering that this (broadcast business) has been better and better and we have run it for over 23 years now, it gives us a very good foothold to advise broadcasters who are new to the market as to how to set up channels, on best practices, and tried and tested workflow. We don’t impart bookish knowledge but rather a very practical approach to things. We have been very small to start off with and we have been a very small consultancy in the market compared to many others in the market. But we like to take baby steps because we believe in getting it right. The aim is not just to take on 78 clients and get it all wrong. The aim is to take baby steps, manage fewer clients, get it right and then expand.

     

    Q: What are some of the major developments that you have seen in NDTV Worldwide since its inception?

    Over the years, the kind of services that we are offering in the market has expanded. Earlier we used to do only channel set ups. But today we do channel set ups, broadcast consultancy, training, channel management services… We have also added digital consultancy, where we have set up web mobile and apps platforms based on the success of NDTV convergence. So it’s a wide array of services that we have added since we started. In terms of client base, our prime focus in the first two years was on international clients and in the last two years it has been the Indian market. And I think we have done fairly well in the Indian markets with the clients that we have and we have got it right. I think they have all seen the result and the benefit that has come out of it

     

    Q: What are some of the new clients you have bagged?

    We can’t talk about recent signings due to confidentiality. Last year, the big launch was the Beximco Group, which is one of the biggest television channels in Bangladesh. That was a feather in our cap because, of all the TV stations launched in that market, I think independent television has set a new benchmark in the industry.

    And that’s the NDTV value that we bring to the table. Our core belief is innovation and it has been Prannoy-Radhika’s belief since the day I worked with NDTV. It’s been innovation at every level. When we set up NDTV – the news business – we innovated, not just in terms of technology platforms that we brought into the country but also innovation in terms of content. The kind of shows, the programming, the business practices, the kind of work flow and management style were all innovative. We don’t like following people. It’s not arrogant; it’s just trying to set a new standard and do something different.

     

    Q: NDTV group started off with a news channel. How did the idea of this subsidiary business emerge?

    It all started with one project, where we launched Astro Awani in Malaysia. We completely revamped it and created a differentiated channel for the audiences. This was NDTV’s first launch outside India and a very successful one too. We saw a business model in this that could be worked and built upon. We thought that NDTV had a lot to offer in terms of knowledge and ideas to new entrants in the market, and we could successfully leverage upon it.

     

    Q: What has the growth of NDTV Worldwide been like?

    Over the last year we grew by 70 percent. Our target for the current year is 100 percent and we are well on course to achieve it. In terms of expansion, our pre-eminent focus in the past few years has been India and the international market in South East Asia. However, in the upcoming years you can definitely see us entering newer countries and perhaps continent.

  • Not everyone is happy at the prospect of having TV ads cut & curtailed. MxMIndia speaks to stakeholders about the move

    TRAI-ing time for TV with ad curbs

     

    By Rishi Vora

     

    The Indian television scene as we know it is set for a sea change, and not in a good way for everyone. While viewers may heave a sigh of relief, advertisers and agencies are already counting the declining shekels as the authorities’ latest move is likely to cause a major setback to the Rs 21,000 crore television industry.

     

    Keeping in mind consumer grievances about too many ads, too little content, the Telecom Regulatory Authority of India (TRAI) has proposed to limit ad duration on pay television channels and also a few other suggestions on sporting events and news coverage.

     

    The story of Indian TV’s growth is also the story of increased advertising – which is good for brands, broadcasters and media agencies. The consumer, however, tends to feel inundated with advertisements especially at prime time and during the most popular shows.

     

    Not that there are no existing norms, but with the recent proposal, TRAI has stepped up the pressure for a better viewer experience.

     

    The Proposal

    • No free-to-air channel shall carry advertisements that exceed 12 minutes. For pay channels, the limit shall be six minutes. Furthermore, the prescribed limits shall be enforced on a clock-hour basis as against being averaged for 24 hours.

    Also it is proposed that the 12-minutes of advertisement are not to be aired in more than four sessions in one hour which means continuous ad-free broadcast for at least 12 minutes.

    • No more than three ad breaks during a movie, with a minimum 30 minutes between ad breaks will be permitted.
    • During live sporting events, advertisements can only be carried during interruptions in the sporting action. TRAI has also put up a proposal to ban on part-screen & drop-down advertising, which means only full-screen ads are permitted.
    • TRAI has proposed that audio level of the advertisement should not be higher than the audio level of the programme.
    • News and current affairs channels shall not run more than two scrolls at the bottom of the screen carrying non-commercial content. These scrolls should not occupy over 10 per cent of the screen space.

     

     

    The general sense among key stakeholders of the industry is that it’s a drastic move to slice ad duration to such an extent – almost half of the current norm – for pay channels. It’s going to be tough for the pay channels as anyway they lose out on substantial monies on account of leakages in the subscription model. Added to this are other worries such as increase in ad rates, inventory issues which may crop up, impact on quality content etc.

    MxM India finds out what key stakeholders have to say.

     

    Mr Sunil Lulla, CEO, Times Global Broadcasting Co. Pvt Ltd said, “The industry standard today is 10 minutes plus 2. Most of us are around that on an average hour basis but given the pressure and high cost of this business, very often the industry has had to go beyond the earlier stipulation and I think this should be left to the forces of the industry to regulate, like we’ve done for content.”

     

    He further added, “Regulation must be industry-created and cannot be ministry or government-thrusted. We believe that self-regulation has worked for content; we believe that self-regulation will work for advertising and many other aspects, and that’s the best way to develop this industry.”

     

    According to Mr Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, these guidelines, though framed keeping viewer experience in mind, are more likely to impact the industry negatively as they may lead to increase in ad rates. He explains that the lower ad revenue would put pressure on broadcasters to reduce costs, which will subsequently impact the quality of content. Mr Kakar feels that these guidelines if accepted by the industry could lead to a paradigm shift for broadcasters and advertisers.

     

    Mr Ashish Pherwani, Senior Manager, Media and Entertainment – Ernst & Young has a similar view. He says that 70-80 per cent of a pay TV channel’s revenue comes from advertising and if the current regime of 12 minutes per hour is to become six minutes per hour, rates are ‘unlikely’ to double to make up for the revenue dip, so cost of content will go down and therefore shows like Bigg Boss and KBC won’t be viable.

     

    “The TRAI note stresses that digitisation will get more subscription revenues for broadcasters but that’s not going to happen soon. It’s going to take some years! Given that most GECs and sports channels’ inventory is 100 per cent and sold out currently, ad rates will go through the roof if inventory is halved. Advertisers will reduce TV spends and go to other media or less expensive TV channels. Hence, overall a negative impact on the TV industry.”

     

    Mr Jehil Thakkar, Partner and head of Media and Entertainment, KPMG noted that the guidelines have been in existence, but it is the market that determines the volume. He further added that it is in the broadcasters’ interests that they keep a limit on advertising, noting that they are well aware of the perils of excessive advertising as consumers tend to move between channels to avoid long commercial breaks.

     

    Mr T Gangadhar, Managing Director – MEC India is all for a good viewer experience. “I’m not a big fan of regulations, but there needs to be a way to protect the consumer’s interest,” he maintains. “Pay channels are making money through subscription. But yes, that is not much, as a lot of that is lost in leakages that are so prevalent in the broadcast industry.”

     

    He further added, “Typically, in many countries, subscription and ad sales go hand in hand – so what they’re trying to achieve is that if you’re a pay channel, quite clearly you have a revenue model in subscription and therefore while you are entitled to advertising revenue as well, it can’t come at the expense of spoiling the viewer experience especially when the viewer is paying for that particular channel.”

     

    Mr Neelkamal Sharma, COO – Buying Madison Group advised, “I woul suggest that it should be done in two stages, maybe from 12 minutes to 10 and then to 8 minutes. The move to have a limit is good and is in the overall long-term interest of the TV industry, since it will reduce viewer irritation. But a decision like this should be taken in consultation with industry bodies like IBF, ISA and AAAI.”

     

    It will be interesting to see if these guidelines are passed as the industry clearly is not on the same page as the TRAI. Broadcasters and advertisers are expected to send their suggestions to the TRAI before March 27.

     

    Watch this space for updates, views and more analysis.

     

    Imaging: Rafiq, File photograph of Budget on a television set: Fotocorp

  • Pune Warriors India will dazzle on the ground in new turquoise blue and silver jerseys.

    Sourav Ganguly to lead Pune Warriors in IPL5

    By A Correspondent

     

    Pune Warriors India, the IPL franchise of Sahara India Pariwar, has announced that all-rounder and former Indian captain Sourav Ganguly will lead the side of Pune Warriors India as Captain and Mentor in the fifth season of the IPL, to be played from 4th April, 2012 till 27th May, 2012.

     

    Pune Warriors India team in IPL 5 will don new turquoise blue and silver jerseys. Turquoise blue color stands for zeal, confidence and victory, the very attributes and motto of a Warrior.

     

    The Pune Warriors India’s bowling coach is Allan Donald while Praveen Amre is the batting coach. Paddy Upton is the mental conditioning and high performance coach of the team.

     

  • Remember these tips and stay Cool, says Anup Chandrasekharan.

    The Anchor: The 6 Cs of the TV business in South India

    By Anup Chandrasekharan

     

    Consumer: The consumers in South India are probably the most complex lot to understand. Each state in South has more than 20 districts and each district is a state on its own. Hence one can imagine the varied preferences of these consumers, and one has to find a path that will cater to and appease this varied audience.

     

    Connectivity: CNS penetration is more than 90 percent in all the four states put together in the South including TN, Karnataka, Andhra Pradesh and Kerala. In fact, in states like Tamil Nadu it is said that they have more TV homes than toilets!

     

    Content: Content is the key to success for anyone in the business. In the South, audiences like to watch content which is good for family viewing. In terms of difference in content, in Tamil Nadu and Andhra Pradesh the general rule is that audiences like to watch content that is loud whereas in Kerala and Karnataka content that is subtle is preferred.

     

    Cost and Earnings: It is possible to invest prudently in content while keeping the cost of operations on a tight leash, thereby ensuring that ROI is high. The mantra is to invest in smart content and keep running and operations cost minimum, which is possible among the Southern channels.

     

    Capability: It’s a sad truth but the talent pool is scarce as there are hardly any good institutes which can impart basic training for a foundation to enter the TV industry. Hence most of the learning comes while being on the job.

     

    Competition: There are 17 channels put together in Kerala and Karnataka and 35 in total in AP and TN. Therefore, there is no space for being smug and content if one enjoys a leadership position. The tables can turn any time and the heat is forever on, as competition intensifies among the existing players.

     

    Anup Chandrasekharan is the Business Head, Suvarna Channel.

     

  • FICCI and I&B ministry to hold a seminar on 'India going Digital: An Industry Interaction with Stakeholders'.

    FICCI-MIB discussion on digitization on March 27

    By A Correspondent

     

    Digitization in TV distribution system is going to be a reality soon. The Ministry of Information & Broadcasting, Government of India has come up with a detailed roadmap to digitize the TV distribution system by 31st December 2014. And the four metros, Delhi, Mumbai, Kolkata and Chennai are to be digitized by 30th June which is just 100 days away.

     

    For digitization to happen successfully by the notified date, several steps have to be taken and one of them is to make the consumer aware of the benefits of digitization. A step in this direction of creating public awareness on digitization is being undertaken by FICCI in partnership with the Ministry of Information and Broadcasting, Government of India. FICCI jointly with the Ministry of Information & Broadcasting is organizing a seminar on ‘India going Digital: An Industry Interaction with Stakeholders’ on the 27th of March, 2012 at 10:30am at FICCI Auditorium in New Delhi.

     

    The seminar will start with a presentation on Digitization by Supriya Sahu, Joint Secretary (Broadcast & Poilcy), Ministry of Information & Broadcasting. The presentation will be followed by a keynote address by Uday K Varma, Secretary, Ministry of Information & Broadcasting. Following the keynote by the Secretary of I&B, will be an interactive session and the seminar will finally end with a concluding address by Rajiv Takru, Additional Secretary, Ministry of Information & Broadcasting.

     

    The event is being supported by MxMIndia.