MxMIndia

Category: TV

  • Only 100 days to go for digitization and the ground reality does not look too promising at this point. MxM India spoke to a cross-section of stakeholders in distribution to get a clearer picture of the ground reality from the cable operators' end.

    100 Days to D-Day…but where are the Set-Top Boxes?

    By Shruti Pushkarna

     

    Only 100 days to go for Digitization Day and the ground reality does not look too promising at this point. There is a mammoth requirement of set top boxes, Digital Addressable System (DAS) licences have not yet been issued to operators and several other issues remain unresolved as of now.

     

    To get a clearer picture of the ground reality from the cable operators’ end, MxM India spoke to Roop Sharma, President, Cable Operators Federation of India. Speaking of the ground level scenario, Ms Sharma said, “No DAS licences have been issued to the operators still. Until and unless the operator has the license, he can’t get a bank loan and unless the operator has the license, he will not want to order equipment which is worth no less than 1 crore. And more importantly there is no consumer demand for digital. This is only government’s demand because they want to curry favour to the broadcaster. There isn’t any incentive from the government either. They are only forcing a technology on consumers by mandating it.”

     

    But more than anything, the biggest problem as pointed out by Ms Sharma is the sheer unavailability of Set Top Boxes (STBs) in the market. She told MxM India, “You need a Set Top Box to go digital and where are the STBs? First there was talk of importing them from China but that will also take atleast four to five months. Now there are some vendors in India but for that too, the chip has to be imported from outside. There is a requirement of 30 lakh STBs for Delhi alone and this is counting only one TV per household. Also, where is the manpower to deploy all these STBs?”

     

    Another industry source told MxM India, “As per the declared number, there is a requirement of 10 to 12 million STBs but my experience says that the actual total count will be no less than 20 to 22 million, because they have only counted 1 TV per household. The boxes are just not there.”

     

    Ms Sharma feels that the government is pressurizing the smallest guy in the entire value chain, which is the cable operator. Talking of other unresolved issues, she said, “Even if the cable operator gets the STBs and gets the license, the government has not assured that every operator who gets the license will get the content. How can the operator make such a huge investment when there is no assurance of content? The government is only pressurizing the smallest guy in the value chain, they can’t pressurize the broadcaster, not even the MSO.”

     

    MxM India also spoke to Mr Neeraj Sanan, EVP- Marketing and Distribution, MCCS to learn of the state of readiness of channels and industry as a whole. Mr Sanan said, “In principle, the entire fraternity of MSOs, LCOs and DTH friends are united in supporting the lead taken by TRAI. In my view, Delhi and Mumbai are slightly ahead of Kolkata in digitization. Being a country where examinations to appraisals to income tax, everything happens at the last minute I see two things:  a huge last minute rush (that too provided TRAI holds it grounds) which will put operational pressure in implementation. I still hope that, in the larger interest of the community, that we see the sunrise of Digitization. Already we have taken a lead in creating consumer pull through tickers which have been running on MCCS’ three channels for a month now and if all players in the value chain do the same I am sure we can see a successful June 30 sunrise.”

     

    But as per another industry source June 30th seems quite unachievable, “There is a lot of resistance from LCOs and cable operators’ end. Their business is fragmented, that’s how they make their revenues, and digitization will put a stop to that. And moreover, none of the MSOs are really prepared because this requires a capital investment of 30 to 35 crore and they don’t have that kind of funding. The sheer size and the volume of the business is so large that you cannot do it even by December 31st. One thing is certain, it will create unforeseen situation on ground.”

     

    Ms Sharma feels that the deadline might seem possible only if STBs are made available. Listing out all issues that need to be addressed before June 30th, she said, “First and foremost, tariff needs to be in place. DAS licenses have to be issued. Interconnection agreements have to be in place. Revenue share has to be specified. STBs have to be made available in the market. And there have to be fiscal incentives given to the operators. Also, we need to have many consumer awareness programmes. All these problems have to be addressed if the deadline has to be achieved by the notified date.”

     

    She also added that the TRAI had only done one open house recently in Delhi but since the June 30th deadline applies to all the four metros, TRAI should have done an open house in each of these cities.

     

    What’s your view on Digitization? Do you think the four metros can meet the deadline? Email us at shrutip@mxmindia.com and editor@mxmindia.com.

     

  • KBC’s Tamil counterpart has declined, however, so it remains to be seen whether the Kannada offering will be able to retain its ratings.

    Kannadada Kotyadhipathi betters KBC in first week

    By Tuhina Anand

     

    If one were to go by the first week numbers of Kannadada Kotyadhipathi or KBC in Kannada which debut on Suvarna Channel then surely the show has made an impression. Launched on March 12, the show has opened with a TVR of 7.32 (Source – TAM, CS 4+ Years) in the Karnataka Market. The average TVR for the show in its first week is 7.66 (Wk 11) which is better than the latest version of Kaun Banega Crorepati which opened at 5.24 TVR in top 3 metros (Mumbai, Delhi and Kolkata) and 4.5 TVR (Source :TAM) in its first week in the HSM market. The show Kannadada Kotyadhipathi in its initial week also became the No.1 show in Karnataka.

     

    In fact its counterpart, Neengalum Vellalam Oru Kodi which made its debut on Star Vijay managed a TVR of 5.58 on its opening day and since then has been on a decline with average TVR from Feb 27 to March 1 being 4.69, 3.69 (March 5-8) and 3.36 (Feb 12-March 15).

     

    Puneeth Rajkumar who comes from the first family of Kannada cinema is hosting Kannadada Kotyadhipathi whereas Suriya is hosting Neengalum Vellalam Oru Kodi.

     

    Anup Chandrasekharan, Business Head Suvarna Channel commented, “We are very happy with the initial response of Kannadada Kotyadhipathi, we have got a lot of positive feedback about the show from our viewers. This show is also made us the leader in week day prime time. We hope we are able to sustain the initial ratings.”

     

    On its comparison with Hindi KBC he added, “It is not correct to compare the two shows in terms of ratings as they belong to different markets, KBC is analyzed in the Hindi Speaking Markets (HSM) & Kotyadhipathi is analyzed in the Karnataka Market.”

     

    In the past, KBC was aired in Bhojpuri on Mahuaa TV as Ke Bani Crorepati with Shatrughan Sinha as its host and in Bengali as Ke Hobey Banglar Kotipoti hosted by Sourav Ganguly on Mahuaa Bangla. Both the shows did not garner much in terms of numbers. Bangla KBC averaged TVR of 2.29 (period June 6 to August 12, 2011), the Bhojpuri version saw an average TVR of just 0.45 (period June 6 to August 12, 2011). (Data source TAM).

     

    So it remains to be seen if KBC in Kannada will do the magic and retain its high ratings in the weeks to come.

     

    Source: TAM Peoplemeter System
    TG: CS 4+ yrs
    Market: Karnataka
    Period: Wk 11: Mar 11 to 17, 2012

    

    

    Source: TAM Peoplemeter System
    
TG: CS 4+ yrs
    
Market: Tamil Nadu
    
Period: Wk 9 to 11: Feb 26 to Mar 17, 2012
    

    

     
    

    
			
    
		
    
		
	
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    Addressing a seminar on 'India going Digital: An Industry Interaction with Stakeholders' Additional Secretary of I&B Ministry Rajiv Takru said that the sunset date is sacrosanct and absolutely non-negotiable. Moreover, digitization is in the larger public interest, and if it hurts a few, then so be it.
    
			
    [95 Days to D-Day] No negotiation on deadline: MIB
    
			
    By Shruti Pushkarna
    

     
    

    Once again the government of India maintained its hard stand on the issue of digitization. Speaking at a FICCI organized seminar, ‘India going Digital: An Industry Interaction with Stakeholders’, Additional Secretary, Ministry of Information & Broadcasting, Rajiv Takru, made it very clear that the June 30th deadline is not subject to any negotiation. Addressing all stakeholders, the LCOs, MSOs and the broadcasters, Mr Takru said, “All analog will be switched off from July 1. The June 30th deadline is not negotiable at all. So all stakeholders should pace up and brace the change.”
    

     
    

    The seminar on digitization was organized by FICCI in New Delhi in partnership with the government of India. Participating in the event were all stakeholders, from local cable operators (LCOs), to multi-system operators (MSOs) as well as broadcasters. The seminar was organized to address issues faced by various stakeholders in the run up to the switch over from analog to digital.
    

     
    

    Mr Takru started off by saying that there are several rumours in the market that he would like to belie. The first being the unavailability of set top boxes (STBs). He said, “In Delhi there is a requirement of around 33 lakh STBs out of which 7 to 8 lakh STBs are already installed. And around 28 lakh STBs have already been ordered for and they are at various points in delivery. So whoever tells you that there are not enough STBs, is all false.” Secondly, he said there is a lot of talk about the sunset date being extended, he said that the deadline was absolutely sacrosanct and all industry stakeholders will have to follow it as an order. However, he admitted that the task that lay ahead is not easy but knowing the weaknesses of analog, this seems to be the best way forward for all. Mr Takru said that digitization is good for everyone and especially for the consumer. He said, “Digitization is in the larger interest of the consumer and if it hurts a few then so be it. This initiative is not being undertaken to promote any particular business interest, it is a larger step in the move towards digital.”
    

     
    

    Also addressing the gathering was Ms Supriya Sahu, Joint Secretary (Broadvast & Policy), Ministry of Information & Broadcasting. Sharing some numbers with the audience Ms Sahu said, “There are 33 lakh cable TV homes and around 5000 cable operators. There are 5 national MSOs and several independent MSOs. The task ahead is difficult and we need to especially reach out to the migrant workers and slum dwellers.” She also said that the government was doing its bit by running ads on radio and TV for consumer awareness. A toll free number has been set up for all kinds of queries on the matter, and the ministry also has a Facebook page where issues can be addressed. However, she urged the LCOs to get into the act now. She said, “You need to start contacting all your consumers to pass on the message because time is very limited.” She assured all stakeholders that although the rules are still being framed by the ministry, once out, they will only ease the process of transition for everyone involved. She said that there were no substantial changes that the ministry is going to make to the existing framework for the benefit of all stakeholders.
    

     
    

    Despite all assurances of support from the government representatives, the industry stakeholders seemed unconvinced. Ministry representatives invited questions for discussion from the audience and it was evident from the several points raised at the forum that there were varied levels of discomfort among the stakeholders. While some were hoping that there will be an extension to the sunset date, some hoped that there will be subsidies in sight. But putting all doubts to rest, Mr Takru said, “There will be no free STBs provided for by the government, just like there is no such thing as free lunch. There are no subsidies being contemplated by the government at this point.” He said however, the service providers are putting their services out in the market with heavy amount of subsidy built in, like the cost of a set top box is already subsidized.”
    

     
    

    A concern was voiced by a local cable operator with regards to the quality of STBs. He said, “Often there are issues with the set top box provided by the MSO and once the customer buys the STB, he/she is stuck with it. Since the LCO is the link between the end user and the MSO, what does the LCO do if the consumer wants to return the STB and get another one?” Addressing his query Mr Takru said, “The government is devising a scheme where a customer can return a STB he/she has purchased. The refund guidelines etc. are being worked upon by the ministry. The LCO can also return the STB to the MSO and get a refund in return.”
    

     
    

    Addressing a concern over the tariff for channels, Mr Takru said that TRAI will soon notify the tariffs which will apply to all, including the LCO, MSO, broadcaster as well as the customer. On repeated complaints over lack of availability of STBs from the MSOs’ end, Mr Takru told several LCOs present that they were free to change their MSO if the MSO refused to provide them with required STBs. But he also urged the cable operators to cooperate with the MSOs in the switch over process.
    

     
    

    The seminar was followed by a press conference by the ministry officials. Addressing the media, Mr Takru said, “The discussion with the stakeholders was very interesting and we managed to address several concerns of all the stakeholders.” The Additional Secretary reiterated for the media that there were more than required STBs available in the market and the deadline was non-negotiable. Speaking of the tariff for channels, Mr Takru said, “We don’t expect the tariff structure to rise or to go beyond what it is today.” He also said that consumer awareness initiatives are being undertaken by the ministry, which has already put up radio jingles on AIR FM Gold and Rainbow. Two TV spots will be on air soon on all national and private channels. The IBF and NBA are also carrying tickers as an initiative to raise consumer awareness on the subject.
    

     
    

    Mr Takru concluded by saying that this process might leave a few unhappy but because it is being done in the larger public interest, the government is forced to ignore certain concerns being voiced by a smaller group. He said that digitization will empower the customer who will now have the ‘choice’ to watch what he/she desires to watch unlike the present day scenario when the customer is dependent on what is offered by the cable operator.
    

     
    

    
			
    
		
    
		
	
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    It has a radical call-in concept for Dance India Dance, interactive features on its WAP side, and an unshakeable determination to milk social media for all it's worth. MxMIndia speaks to Marketing Head Akash Chawla about the Zee Group's galactic trajectory.
    
			
    Digital is the way forward for Zee
    
			
    By Rishi Vora
    

     
    

    The future is definitely Digital, and Zee Group has its sights set firmly on it. In addition to its recent launch of Ditto TV, the broadcast major has been fairly active in the digital space to promote properties such as Dance India Dance 3 (DID) and Punar Vivah.
    

     
    

    The channel has also taken a new and different step to enhance consumer interaction. It has introduced ‘free voting’ for contestants (where the viewer is asked to give a ‘missed call’ to his favourite contestant) as against the industry norm of pay-per-message.
    

     
    

    To further intensify its focus on Digital, Zee has now unveiled a WAP site and a mobile application that connect with DID fans on the go.
    

     
    

    The WAP site has interactive features which enable fans to interact with the contestants and judges and allows them to vote by a click of a button apart from a few other interactive features.
    

     
    

    MxM India spoke to Marketing Head Akash Chawla about these and other digital initiatives.
    

     
    

    Q: This whole focus on Digital… is this something that will take Zee a step ahead of competition?
    

    That is what we expect to do. We hope to be ahead of the competition with regard to this particular thing. From our perspective we’re not looking at how competition is doing on this front, because our entire objective is to be very close to the consumer. There are times when we do it by being on the ground and there are times when we do it by actually going to their homes. In the age of interactivity it is apt that we use digital media to the best. And that is exactly what we’re looking to do.
    

     
    

    Q: Does this take away anything from the way you use traditional media?
    

    The one mantra which we’re going after is driving conversations with the customers. So, even when we’re using the traditional media – a print ad for example – the attempt is to make it more interactive. Any my belief is that you can also use traditional media to drive a lot of audience on your social network.
    

    I’m not saying that traditional media is something we won’t do, but our attempt will be to drive more conversations through our communication.
    

     
    

    Q: You’ve been fairly active on social media and that seems to be a big thrust going forward as well. But there is a saying that social media is a double-edge sword and that it could well turn out to be harmful to a brand like yours.
    

    It is too soon to say that. In the case of iconic brands or sectors such as automobiles you can see a sizeable community. In the GEC space we’re just beginning to do that. So our first objective is to build a sizeable community. Once you get a sizeable community then how to use that is the second objective. Traditional media will irrespectively be required as social media in India is growing.
    

     
    

    Q: This missed-call concept which you’ve introduced for DID is something very different altogether. How did you come up with a concept like that?
    

    At Zee, we’ve been doing talent hunts such as Sa Re Ga Ma and DID. When we started this interactivity thing in 2005 with Sa Re Ga Ma Pa Challenge, we used to get a lot of votes. If we sit down and draw a trend, votes have actually gone down over a period of five to seven years. Most of the formats today are interactive in terms of asking for votes. Second, the credibility aspect. Consumers have come up to us and said that it is just a revenue making mechanism because the SMSes are charged higher than the normal SMSes. Frankly, as a broadcaster, for us, at this particular time, it is more about building the brand salience than the small amount of revenue that’ gets generated through votes.
    

     
    

    Q: That revenue – is it that small enough to be left out?
    

    It’s a tradeoff. Tomorrow we may not be able to do it for all our reality shows, but at the end of the day if it is about a brand like DID – from the consumer’s perspective, credibility is of primary essence. And whatever brings us that credibility is something we would want to go in for.
    

     
    

    Q: Is this a beginning of a new trend in broadcast?
    

    You cannot do this for everything. It is not a model that can be followed by all brands. There are certain attributes of DID in terms of how many people were connecting with it, in terms of it being a brand which is already known and the kind of credibility it has at this juncture…
    

     
    

    So I don’t think it’s a concept that’ll fit all brands. How many more people will start following us on that? We don’t know. But we did try this again for another show, Punar Vivah. We decided to apply that to the show because as a concept it applies to a segment where we could afford to be more interactive and it gave us phenomenal results.
    

     
    

    Q: Does a show like Punar Vivah attract a lot of traction on social media?
    

    Actually if you go to our Facebook fanpage, Punar Vivah is one of the topics that is heavily discussed. You’re right that you cannot do things on social media blindly. And I’m worried about that. If something is successful people will start using it as a formula. The aspect we’re following for Punar Vivah is very different. We’re doing Punar Vivah symposiums across 18 cities of India, where every week we have a couple of symposiums which includes a psychotherapist, a marriage counsellor and one reputed NGO of that particular city or state. We also have people on the panel who have gone through the remarriage process, our viewers and media.
    

     
    

    Our attempt is to bring this so-called taboo topic out of the closet. You may do with social media with a particular level. But, we feel for Punar Vivah that is the one that is actually more relevant than just social media. So yes, you’re right. Social media has to be used keeping the segment that you’re chasing in mind.
    

     
    

    Q: You’re at No 3. Neck-and-neck with your nearest competitor. Where next?
    

    No 1 next. It was a matter of 1 GRP with Sony last week.
    

     
    

    How long for No 1?
    

    (Smiles) I told you three months ago that we will be No 2 in three months. We’ve become No 2 in three months.
    

     
    

    
			
    
		
    
		
	
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    Network 18 group channels shine at the NT Awards with 39 awards as MCCS bags 24 for awards presented to channels and professionals in Telugu, Marathi, Hindi and English news channels + on Anant Rangaswami on afaqs
    
			
    Mediaah! Network 18 bags 39 news TV awards, MCCS 24
    
			
    By Pradyuman Maheshwari
    

     
    

    Under normal circumstances, we wouldn’t write about an event until we were physically present at an event. But, in India, sadly media entities in the same space are normally not invited by peers (rivals), and so MxMIndia wasn’t present at the annual News Television awards of Anil Wanvari’s IndianTelevision.com. Sad, because we would’ve loved to report on the event. Okay, we would’ve have networked with people, exchanged cards and consumed some alcohol and food, but, heck, by not getting due coverage, the very industry you are trying to promote loses out.
    

     
    

    Regardless of this and since I was associated with one edition of the awards, here’s a quick, politicially incorrect report – Mediaah-ishtyle:
    

    Network 18 channels (and website ibnlive.com) bagged maximum honours at the annual News Television (NT) awards presented by IndianTelevision.com in New Delhi on Wednesday.
    

     
    

    MCCS channels bagged 24, TV 9 with 15 and NDTV and TV Today with 12 metals awards each. CNN-IBN (and its website ibnlive.com) bagged 17 awards followed by IBN Lokmat in Marathi and TV 9 in Telugu with 14 awards each. MCCS channels Star News and Star Majha (Marathi) bagged 12 awards each.
    

     
    

    

     
    

    Some trivia: in general English channels, Headlines Today bagged 7 awards while NDTV 24×7 had 5. Also, ET Now with 5 and Bloomberg UTV with 3 was ahead of CNBC TV18 with 2 in the final tally. CNBC Awaaz was the only Hindi business channel in the awards list with 4 awards. Times Now does not figure in the list of awardees, though ET Now from the stable does.
    

     
    

    Note: Since MxMIndia was not invited to the event, this is based on the Indian Television report at link
    

     
    

    Full list of winners can be accessed at link.
    

     
    

    Important: while reading the tally and list of winners, it is vital to note the number of entries sent by each channel as well as who participated and who didn’t.  Reason: the more you participate, the more you are likely to win. And, an obvious observation, but must be underscored, if you don’t participate, you don’t win.
    

     
    

    

     
    

    It’s good to see Star News bag a good number of awards… they’ve been consistent at their work and also playing second-fiddle to Aaj Tak in mass and NDTV India in class. Though I don’t find anyone more mass than Deepak Chaurasia and class as some of the other anchors whose names I forget.
    

     
    

    Anant Rangaswami on afaqs
    

    It was nice to read Anant Rangaswami on afaqs.com. He’s a great writer, and having been in the business for a few decades, is on backslapping terms with a host of folks. More importantly, he has a good understanding of advertising and media issues.
    

     
    

    The footnote in the afaqs article says he’s a consultant at firstpost.com, but the site notes he’s senior editor, but those aren’t significant issues. I think firstpost.com is picking up well, and I’m beginning to enjoy some of its commentary, even though I don’t agree with some of it.
    

     
    

    I had stopped reading Campaign India after Anant quit, but his successor (seasoned theatreperson and Printweek editor) Ramu Ramnathan is a great guy and has managed to set it back on sail. It’s credible, looks good and is still popular… guess that’s what matters.
    

     
    

    But lemme not digress any further and get back to Monsieur Rangaswami’s afaqs piece. I was quite surprised to see him believe that regulating ad duration on television is good. Agreed what we have on some of the channels is obnoxious, but that’s because all of them are doing the same. The moment a few channels change their standards, I am sure the rest will follow.
    

     
    

    In fact Anant’s very argument that digitization should reduce the pressure on revenues from advertising is what should make things exciting. If the government really want to reap the benefits of a free-for-all, it must watch the fun post digitization. I understand TAM is also getting digitization-ready and the master strategists amongst all broadcasters will be put to test to figure what their revenue policies must be in the wake of viewership data coming in from addressable set-top boxes.
    

     
    

    Let the free market prevail, my friend!
    

     
    

    The views expressed here are my own and not necessarily those of MxMIndia.com and the team working with it.
    

     
    

    
			
    
		
    
		
	
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    Fans can participate for a chance to win a trip to a 2012 NBA Finals game.
    
			
    Ten Sports and NBA launch ‘Biggest Fan Contest’
    
			
    By A Correspondent
    

     
    

    The National Basketball Association (NBA) and Ten Sports will kick off the first-ever NBA Biggest Fan contest on March 31. NBA fans who tune in to NBA games on Ten Sports will be able to answer trivia questions for a chance to win the title of NBA Biggest Fan and a trip to the United States for a 2012 NBA Finals game.
    

     
    

    From March 31 till April 26, a trivia question will be asked during each NBA game broadcast on Ten Sports. Fans will have 24 hours to respond to each question via SMS, and will become eligible to win after registering on Tensports.com. The two fans who answer the most questions correctly will be named NBA Biggest Fan and win a trip to the U.S. to experience the NBA Finals.
    

     
    

    The NBA will promote the contest across its digital and social media assets in India to engage more fans. Ten and the NBA will produce a series of vignettes highlighting the winners’ experience at the NBA Finals which will air on Ten Sports and NBA.com/India during The Finals.
    

     
    

    “We are happy to be part of the NBA Biggest Fan contest to find the most dedicated fans of the NBA in India,” said Atul Pande, CEO of Ten Sports. “This contest reaffirms our commitment to grow NBA viewing in India through various marketing initiatives.”
    

     
    

    “We are excited to launch the first-ever NBA Biggest Fan contest with Ten Sports to provide our fans with the chance to win a trip to witness live NBA action,” said Matt Brabants, NBA Senior Vice President, International Media Distribution. “Thanks to our partner Ten Sports, we were able to create an exciting way to actively engage fans and reach out to new audiences while driving viewership for NBA broadcasts on Ten.”
    

     
    

    The NBA has comprehensive television coverage in India this season. Taj Television, which operates the Ten-branded sports channels, televises up to three live games per week on Ten Sports. Live games air each Tuesday, Thursday and Saturday throughout the season with replays of each game in prime time. Ten Sports also televises the NBA’s marquee events live, including NBA All-Star, the NBA Playoffs, the Eastern Conference Finals and the NBA Finals.
    

     
    

    The NBA has been actively developing basketball in India since first visiting in 2008 with the Basketball without Borders program. Since then, the league has staged a number of grassroots basketball development programs in the country including Jr. NBA/Jr. WNBA and the Mahindra NBA Challenge, the largest, multi-city, community-based basketball league in India. Approximately15 players and legends from the NBA and WNBA have visited India to conduct basketball clinics and engage fans including NBA All-Stars Dwight Howard, Pau Gasol and Baron Davis.
    

     
    

    
			
    
		
    
		
	
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    Hathway Cable and Datacom Ltd has applauded the Delhi state government's stand on 'No postponement' for the deadline mandated by the government to convert to digital signals via set-top-boxes by June 30, 2012.
    
			
    [94 days to D-Day] Hathway applauds Delhi govt
    
			
    By A Correspondent
    

     
    

    Hathway Cable and Datacom Ltd has applauded the Delhi state government’s stand on ‘No postponement’ for the deadline mandated by the government to convert to digital signals via set-top-boxes by June 30, 2012.
    

     
    

    The Commissioner of Taxes and the other state officials of the State Government of Delhi had recently called a meeting of all cable TV service providers in Delhi. The purpose of the meeting was to confirm the readiness of cable TV service providers to roll-out Digitable Addressable System (DAS) to consumers across Delhi and review the current progress of implementation. The commissioner directed the service providers to deploy set-top-boxes in consumer homes by June 30, 2012 and reiterated that there will be ‘no postponement’ whatsoever in this deadline.
    

     
    

    As per The Cable Television Networks (Regulation) Amendment Bill, 2011, the cable TV industry is required to convert all subscribers from analog signals to digital.
    

     
    

    Commenting on the directive by State Government of Delhi, K Jayaraman, Managing Director and CEO of Hathway Cable and Datacom Ltd, one of the leading MSOs, said, “The industry is happy with the decision. The digital roll-out will enable consumers to watch high quality digital television channels of their choice.”
    

     
    

    
			
    
		
    
		
	
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    BIG FM launches 'Big Indian League' for IPL5; is exclusive radio partner to Kings Xi Punjab and Deccan Chargers.
    
			
    IPL 5: BIG FM takes on mania with ‘BIG Indian League’
    
			
    By A Correspondent
    

     
    

    BIG FM aims to create an overwhelming experience for cricket fans across the country with the ‘BIG Indian League’.  This campaign brings golden opportunity to listeners across its 45 station network, to not only relive their passion for cricket on radio by supporting their favorite teams, but also a chance to win a grand cash prize of Rs. 1 lakh and tickets to the IPL finale. BIG FM has already partnered exclusively with two leading IPL teams Deccan Chargers and Kings XI Punjab promising listeners exclusive and interesting entertainment updates on these teams.
    

     
    

    BIG FM is said to give T20 on radio a new exciting twist built around the game, wherein listeners have to conclude the answer by putting forth a maximum of 20 questions to the RJ. The game will have four listeners representing one of the teams playing in the IPL that respective day with BIG FM RJ. The person who guesses the right answer using the lowest number of questions wins cricket goodies and also gets a chance to win the grand prize of Rs 1 lakh.
    

     
    

    In addition to this, BIG FM will recreate the magic of IPL with the BIG Indian League championship in metros including Mumbai, Hyderabad, Kolkata, Bangalore, Delhi and Chennai. The cities will witness a mall activity to shortlist top 8 teams of the city. These eight local teams will then fight for the title of BIG India league Champion for the city. In Hyderabad and Chandigarh, the winning team will get to play a real match with the respective city IPL teams. BIG FM will also include live updates and insights of the cricket including toss and scores updates and players’ performance for all the matches.
    

     
    

    Leading cricket expert Aakash Chopra will share the insights on the matches being played and give out player trivia while leading comic Surendra Sharma will add effervescence to the cricket fever with his witty one-liners.
    

     
    

    The initiative will be promoted aggressively across mediums and all the updates will have their digital foot print across social media platforms of BIG FM.
    

     
    

    This property offers a an exciting and extensive platform to all the marketers who are keen to showcase their brands around this cricket season and ride on its multi-media promotions and massive scale of BIG FM.
    

     
    

    The Company Spokesperson said, “In our country, cricket is the national passion and as a brand that celebrates people’s passions, BIG FM is going all out to entertain listeners during this cricket season like never before on air, on-ground and digitally. We are committed to delivering highly engaging cricket-listening experience on radio with innovations in programming and marketing. Our scale and ability to drive quality content during this season is sure to make it deliver huge value for consumers and customers alike.”
    

     
    

    
			
    
		
    
		
	
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    The Times Internet CEO tells MxMIndia that indiatimes.com plans to take its IPL tieup to more interactive lengths in the 2012 season.
    
			
    IPL 5: Indiatimes to make experience better: Rishi Khiani
    
			
    


    
[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=NTWC38mFJB0[/youtube]

    
    

    

    By Shruti Pushkarna
    

     
    

    The Indian Premier League (IPL) has signed up with indiatimes.com to be its official online broadcaster for IPL 2012. Addressing the media in New Delhi, Rishi Khiani, CEO, Times Internet Limited shared the enthralling online cricket experience indiatimes.com is set to roll out with its unique new features this year. This is indiatimes’ second IPL season as official online broadcaster.
    

     
    

    Mr Khiani shared the new product features that have been added to enrich the viewers’ experience this season. Citing the differentiating factors from last year, he said, “We have taken a lot of social features that we played with last year and the Facebook integration that we did last year and moved to a whole new level. We’ve got something called the IPL Battle Ground which is a far more community driven game-ified version of the Facebook chat that we had last year. So the whole community element is a big differentiator. We have taken the offline experience of watching cricket with friends and made it even more interactive. We have added far more features to the player this season. We have added cue points and a video scorecard below the player. Another functionality that has been built into the player this year is the DVR, Digital Video Recording, this allows you to go back in time to watch something you have missed.”
    

     
    

    Indiatimes observed a 79 percent increase in viewership in India last season, and is expecting a similar increase this season as well. Statistics suggest an equal split between the male and female viewership ratio online. To make this season bigger and better, certain innovations have been made to add to the wholesome IPL experience. The homepage is designed in a way that it has everything in and around IPL which makes it in a way, ‘destination IPL’, with all the touch points of IPL in one place. Other innovations include an interactive scorecard, DVR, a high definition video player and a Video on Demand (VOD) section. The VOD page will have a lot of editorial packaging in the form of celebrity moments in the match, fun moments in the match, packages of all Fours or all Sixes and so on. Some of the other content features that have been added this year are, latest tweets, Match key moments, Fun Facts, Player interviews, Pre-match shows and TOI RSS feeds.
    

     
    

    Addressing a concern on connectivity issues while viewing live feed online, Mr Khiani said, “The video player is built in with an adaptive streaming as per network availability. We have created a stream that would work for broadband connection but also work really well for people who have narrowband connections, so connectivity shouldn’t be an issue.”
    

     
    

    Mr Khiani also said that their idea is to create a 360 degree experience, a holistic experience which is something that TV cannot create. Indiatimes has partnered with All India Radio (AIR) for IPL commentary, so all cricket fans can tune into AIR to listen to commentary of IPL. The commentary will also be available on an IVR which will have the advantage of giving a recap of sorts every time one dials in.
    

     
    

    Mr Khiani stated that the total spends for this season would amount to around $6 million. Talking about the overall investment this year, Mr Khiani said, “We will probably spend less this year in marketing because last year it was just ten days before the tournament and we had to make sure that we got all eyeballs onto the site, but this year we know what works and what doesn’t work. We have a community base that’s already been built up last year that we can do some sort of targeting to. So the costs have actually come down in terms of marketing.” In terms of revenue, he said that a 40 percent increase has already been recorded from last year and they are expected to break even this year.
    

     
    

    Sponsors for this year who have already signed up include Coke, Samsung and Maruti as presenting sponsors. Out of these, Maruti and Samsung are repeat sponsors from last year. HUL and Hero have signed up as the co sponsors for this season, again both are repeat sponsors from last season. Sponsors under the New Partner Categories include, E Bay, Kotak Mahindra bank, Citi Bank and Karbonn Mobiles.
    

     
    

    Mr Khiani said that Indiatimes has observed a clear growth in terms of both page views and monetization through the sponsors. He also said that a tournament like IPL has a ‘halo effect’ in terms of returns on investment. He said, “The halo effect is something that we see not just from current monetization this season but from annual deals we do, like the video inventory that we sell. We also introduce new formats for potential advertisers who then get introduced to the Times Network and once they are introduced to the Times Network and they have seen return on investment, they are bound to advertise with us. We’ve seen them advertise with us through the year. So that halo effect kicks in. So in terms of monetization, it is a good investment and in terms of the brand association with IPL and the halo effect, it’s even better.”
    

     
    

    
			
    
		
    
		
	
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    New initiative to commemorate legends of Indian cinema with handprints, signatures and statues.
    
			
    UTV Stars launches Walk of the Stars
    
			
    By A Correspondent
    

     
    

    The Indian Film Industry has earned immense admiration and loyalty of people of not only in India but worldwide. To immortalize this legacy, the official channel of Bollywood has launched a landmark which will bring Bollywood fans closer to their favourite stars.
    

     
    

    UTV Stars Walk of the Stars, similar to Hollywood’s Walk of Fame, is a premium property that will encompass renowned celebrities’ handprints on a customized slab and specially designed brass statues of iconic legendary actors. While customized slabs bearing the handprints will be dedicated to the living legends of Indian cinema, customized slabs with signatures will be dedicated to the legends who have passed away.
    

     
    

    March 28, 2012 marked the launch of the property in India, Mumbai, at the Bandra Bandstand Promenade. The launch was a grand affair that witnessed the felicitation of the ‘Kapoor Khandaan’ one of the legendary families of Indian cinema that is synonymous with and has contributed immensely to the Indian Film Industry. Prithiviraj Kapoor, Raj Kapoor, Shammi Kapoor, Randhir Kapoor, Rishi Kapoor, Neetu Kapoor, Karishma Kapoor and Kareena Kapoor’s slabs were installed on the day. And as a special honour, brass statues on a bench of the great Raj Kapoor and Shammi Kapoor were also installed.
    

     
    

    The property was inaugurated by Kareena Kapoor along with Madhur Bhandarkar.
    

    Commenting on the Launch of the prestigious Property, MK Anand, C.E.O, Broadcasting, UTV, said, “The launch of the UTV Stars Walk of the Stars marks an important milestone in our efforts to bring Bollywood closer to audiences nationwide. Thereby, reinforcing the channel positioning, i.e. ‘The official channel of Bollywood’. It gives us immense pleasure to know that we are making a truly noteworthy tribute to the industry that we’re such an integral part of.”
    

     
    

    Commenting on the Launch of UTV Stars Walk of the Stars, Zarina Mehta, Chief Creative Officer, Broadcasting, UTV, said, “UTV Stars, has in 6 months of launch, created a strong brand for itself as a knowledgeable Bollywood Insider. We are of and for the Indian Film Industry. And the UTV Stars Walk of the Stars is our tribute to this vibrant and wonderful dream world of movies.”
    

     
    

    
			
    
		
    
		
	
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    Variety entertainment channel BIG Magic is now the most watched TV channel with 1.14 cr of cumulative audiences (4-week average) in the Hindi heartland, thus fortifying its position as the No 1 channel in the region.
    
			
    BIG Magic is No 1 in Hindi heartland
    
			
    By A Correspondent
    

     
    

    BIG Magic, India’s first variety entertainment channel for the core Hindi heartland from the Reliance Broadcast Network stable, featuring locally relevant entertainment around Humor, Movies, Reality, Talent Hunts and Action Sports, is now the most watched TV channel with 1.14 cr of cumulative audiences (4-week average) in the Hindi heartland, thus fortifying its position as the No 1 channel in the region.
    

     
    

    The latest TAM results Week 12’12 demonstrates a tremendous increase in reach.  A statement from the channel said this quick growth can be attributed to its locally produced shows BIG Bal Kalakar, Hasya Panchayat and newly launched shows Hum Hai Bajrangi and Police Files. The channel continues to stay ahead of established channels like Mahuaa, Dabaang, Sahara Samay, ETV UP, ETV Bihar, ETV MP etc.
    

     
    

    BIG Magic’s locally relevant devotional children singing talent hunt show, BIG Bal Kalakar built around the thought of Sangeet Mein Sanskaar, has demonstrated phenomenal growth with 45 lakh viewers, striking a chord with audiences. Hasya Panchayat introduced in February, and woven around a range of enjoyable poems on modern-day issues such as inflation, corruption and unemployment has also been received excellently by audiences, registering 45.3L audiences in the same period. Besides, newly launched shows Hum Hai Bajrangi, a perfect blend of mythology and comedy, and Police Files based on real crime shows from the region, have picked up well with 22 lakh audiences in just two weeks.
    

     
    

    BIG Magic is being distributed across all cable operators across the states of UP, MP and Bihar.
    

     
    

    
			
    
		
    
		
	
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    Entertainment brand Bindass is co-authoring the Indian edition of the book, ‘Generation Einstein’, along with international author and speaker Jeroen Boschma.
    
			
    Bindass co-authors Indian edition of Generation Einstein
    
			
    By A Correspondent
    

     
    

    Entertainment brand Bindass is co-authoring the Indian edition of the book, ‘Generation Einstein’, along with international author and speaker Jeroen Boschma.
    

     
    

    The book describes a new generation, ‘Generation Einstein’ that was born during the last decade of the previous century. The youth and young adults of today aged 12 to their early or mid-twenties represent a new generation with positive characteristics and values which are shared amongst young people all over the world and therefore the first real global generation.
    

     
    

    The book stresses upon the significance of the youth as an important part of the market. It’s about a faster and more social generation that understands the world better than anyone else. The book aims to decode this generation and help marketers reach out to them.
    

     
    

    Keith Alphonso, Business Head, UTV Bindass said, “Technology and communications have brought global aspirations to the Indian youth and a lot of the international trends witnessed abroad are evident here as well. But, there is and will always be a certain Indianness that sets apart the Indian youngster. We at UTV Bindass have our finger firmly on the pulse of the youth and understand this Young India. By co-authoring this book with Jeroen we have opened up our vast archive of research based insights to make the book’s Indian Version truly relevant and contemporary. As a part of Bindass Open Source, we believe that by sharing our insights with brands and partners like Jeroen, we will all be able to get a robust understanding of Young India.”
    

     
    

    Already published and immensely successful in the international market, the version co-authored by Bindass will be specific to the Indian market and will speak about the emergence of a global generation in India, their likes, dislikes, lifestyle and what sets them apart from the others.
    

     
    

    The book will also throw light on new-age communication strategies like ‘Increation’ which is a more effective method of communicating with a youth segment. It involves putting many ideas to test, then trying to use the reactions to narrow down the ideas.
    

     
    

    Young people are ultimately suited to working with in-creation projects. They are extremely creative because of the world in which they live and their present stage of life.
    

     
    

    The Indian edition of Generation Einstein also goes on to explain the communication strategies that marketers could adopt in reaching out to the youth with the help of India specific case studies such as Tata Docomo, Bindass and Virgin Mobile, among others.
    

     
    

    The announcement of the Indian edition of Generation Einstein is another step by Bindass in creating awareness about internationally recognized methods of understanding and engaging brands in India with this generation, the book is expected to hit stands by end of April 2012.