What Indian TV Channels Lack Avinash Pandey, Director, ABO News; Earlier with Star News

Avinash Pandey Star News

India has a large number of TV Channels and one of the largest TV viewers in the world. This makes the Indian TV broadcasting industry a lucrative one. That said, there is a lot to be desired in the quality of programmes broadcasted by TV channels in India. This ultimately affects the viewership of Indian TV broadcasting and they are not able to exploit the full potential of the TV viewership in India. In this article we are going to see what kind of improvements can be made in the Indian TV programmes so that they can rep the harvest of the large TV viewership in India.

Indian TV channels have a flood of 24x7 news channels, where the viewers are bombarded with incessant news headlines. However, if one looks at the quality of news, there is much to be desired in the Indian TV news broadcast. This has come for international criticism in recent times and if Indian TV news channels don’t pay attention to it, they are going to lose to the more sophisticated international news channels which are also venturing in Indian languages, especially in Hindi now. First, there is almost no global news on the Indian TV news channels. Whatever little is there has been taken from the international news agencies or channels. It is deplorable that these multitudes of Indian TV channels are not able to exploit the enormous potential of global news and their analysis by having trained journalists across the global destinations. With India emerging as a major rising power on the global platform it is absolutely essential that Indian TV channels have intelligent, sophisticated and analytical presentations of global news for the large Indian TV audience. Second, the oriented of news on the Indian TV channels is extremely Delhi- centric and in the regional centers, they are focused on the major cities of the states. This leaves out the vast population of India out of news coverage. It is essentially a waste of enormous TV channel’s news reporting resources that with hundreds, perhaps thousands of TV news channels, we don’t have adequate news coverage of the local regions of India. Looking at the Indian TV news channels, it appears as though Delhi is the only place where events are taking place. The truth is that Delhi does not even represent the whole of India, because there is so much of diversity across India. Delhi is just a minuscule part of it. One has to travel across India to understand the significance of this lack in the Indian TV news channels. Third, the presentation of news tends to be sensational rather than informative and intelligently analytical. This makes the news presentation look like hastily and ill- conceptualized programmes. We have large number of news channels but perhaps not a single one that matches the international standards in news presentation. This means we are not counted as major news broadcasting agencies on the global platform and we are wasting our news presentation resources. Fourth, the panel discussions are deplorable. It is wrongly thought that if the host and the guests engage in incessant verbal fights it provides entertainment and increases the rating of the programme. The truth is that the viewer gets offended by such waste of their precious time in which they don’t learn anything about the various dimensions of the topic being discussed by a panel. They may watch it for a few minutes and then they switch the channel. The panel discussion should be well-oriented and everyone should present their views in an analytical and polite manner. Any international channel will testify to the value of well- organized and well-discussed panel discussions on their channels, which are extremely popular.

The basic lesson that we learn from this is that TV channels should treat their viewers as intelligent people who can watch and enjoy intelligent, analytical and critical programmes. They have their own opinions on the various topics being covered in the news and in the panel discussions. Hence, they want to know about the world and about the local regions of India in an intelligent manner, not in a highly sensationalized manner. This does affect the viewership and the international channels are a testimony that they have gone past this stage and have begun presenting their programmes in an intelligent, sophisticated manner and it has increase their popularity. If the Indian TV Channels want to survive in this highly competitive world, they have to abandon this sensationalist approach oriented towards Delhi. 

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Avinash Pandey Star News Reviews on World Television Markets

The total TV/video market in the EU big five, 2008-2020
(in Billion EUR)

The global picture of TV market shows a complex situation in the growth of different sectors of TV markets. These sectors include different kinds of TV such as pay channels, traditional channels, digital TV and web TV and also different forms of revenue generated such as advertisements, programme viewership and revenue from programmes in other forms. Avinash Pandey  ,the COO of ABP News and also having a long experience with Star News says that this survey shows that TV programme viewership has still not waned and internet is in fact helping the TV to become more popular. A look at the European market as shown in the figure given above shows that in the 12 years duration studied, the advertisement revenue coming from TV has remained constant, while pay TV channels have steadily grown in revenue generation across Europe.

A look at the growth of TV worldwide according to different regions shows that in many developed countries such as the UK and Japan, the TV viewership has remained stable in the 12 years studied. On the other hand, fast growing developing countries such as India, China, Brazil and some developed countries such as France and Germany have shown a paced up growth in TV viewership. Avinash Pandey says based on his experience with the marketing of Star News and Directorship of ABP News that these figures show a special place for India as the fast growing economy, as its middle class has shown a fast rise in TV viewership and its growth is further projected to rise in future. This is reflected in the table below. Once again, revenue from advertising and public funding have remained stable, while subscription.

  fees have given a steadily growing higher revenue.

The table above shows that while press advertising and radio advertising have decreased in their revenue generation, TV advertising has steadily returned more revenue, even though the Internet advertising has grown more than three-folds across the world. in the total advertising ratio, TV advertising has retained its stable position. Avinash Pandey says that these studies confirm his experience with advertising return from ABP News and Star News.

The table above shows a sharp rise in the digital TV across the world. Avinash Pandey says that India has shown an exceptional rise in digital TV and he has seen this during his Directorship of ABP News. Hence, it’s prudent for the various TV channels to use digital TV as a complimentary aspect of their TV channel business.

Finally, Europe has shown a growth in the HDTV market in the period between 2006 and 2013. While Germany’s share in the HDTV has remained stable, UK, France and Germany have shown a sharp rise in the HDTV market. Considering that Poland’s economy is not as robust as that of these three countries in the EU, it is striking that Poland has also shown an increase in the share of the HDTV market. Italy has been decline in its overall economy in the last few years. However, it shows a rise in its share of HDTV market, which is a striking aspect in global TV market. Avinash Pandey says that seeing these trends, it is optimistic to conclude that India can join the ranks of countries on the global market where HDTV market is rising. He says that having the experience with Star News and ABP News, he finds these trends positive for the TV market in India.

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Tips for marketing TV shows and films online

The internet has become a powerful medium nowadays to express one’s ideas as well as promote one’s products. This is also true of the TV shows and films. Although they are powerful branding and marketing media in themselves, they can further enhance their viewership by integrating an online marketing component in their strategy. With the growing popularity of the Internet, it is possible not only to market and brand a TV show or film in one’s own country, but across the world. Avinash Pandey, who has worked for many years as a marketer with the Star News and is now the COO of ABP News (Star News), says that an online presence can greatly increase the popularity as well as the audience of a TV show or film.

A starting point for marketing TV shows and films online is to have a powerful website for your company. The website should be visually appealing with striking images, captivating colour combinations and well-made short duration videos related to the TV show or the film. The page should be interactive in that visitors should be able to watch the videos and comment on the ideas being expressed there. There should be a person engaged in personally responding to every comment of the visitor. Besides, junk posted by spammers should be regularly deleted.

The next stage is to build a Wikipedia and an IMDB listing of the TV show or the film being marketed. This should have a short synopsis of the plot or the theme, cast, credits to music, lyrics etc and any reviews made by the critics. The listing should also direct the visitors to the official site of the film or the TV show, where the visitors can be asked to write a review of the show. This engages the viewer and also gives an idea of how the show is being received by the viewers.The next stage is to have a few trailers of the TV show built into some Youtube advertisements. These trailers should be 2-3 minutes long and should include all important details of the TV show or the film such as cast, theme, the most striking detail of the plot and some compelling visuals. These trailers should also be embedded into the official website of the TV show or the film. Interviews with the director, producers and the cast should be posted in the video form on the Youtube and also on the website. Interviews in text format can also be posted on the website. All of these should be cross-linked with each other.Social media is an important component of online marketing. There should a Facebook page and a Twitter account for marketing the TV show or the film. Twitter should include important details in brief and should direct the visitors to the Facebook page where more details are posted with links, images and videos. There should be a team of people responding to the comments of the visitors on the social media platforms. Avinash Pandey, who has for long been associated with the marketing of TV programmes at Star News and ABP News, says that a concentrated marketing strategy on social media can complement the other forms of marketing of TV shows and films in such a way that the people can relate to the show better. 

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Important Marketing Skills By Avinash Pandey COO ABP Star News

For a person in the marketing job or for a company or organization doing marketing for itself, it is very important to understand some major marketing skills. Refining these skills can lead them to grow their business and not understanding these basics can have adverse effects on them. During my extensive marketing experience in Star News and now as COO of ABP News, I have seen that these skills are the most essential and it is important to understand them. Try the following and see if they work – 

The essential marketing rule is that 80% of our profits come from 20% of our clients. We need to understand which 20% customers are giving us the maximum profit and we need to focus on them. For TV News channels, we need to see which section of our viewers are watching the maximum of our News programmes. During my experience with Star News and now with ABP News, I notice that maximum of our viewers stick to the same kind of programes. In order to maximize the profit we need to focus on these viewers and see what they like in a news presentation. Here, it is important to understand that 80% and 20% are only approximations and actual % may vary, but this is the general idea, that maximum profits come from a small number of clients and we need to identify them.

Another good strategy is to create segments of our clients by age, geographical location, profession, economic group and so on. In case of TV Programmes, I would say that some programmes tailored for some viewers are the most successful, if these viewers are the ones who give the maximum profit to the TV News channel. 

Another basic marketing skill lies in shaping the product in such a way that our product stands out against other similar products in the market. Instead of getting drowned in a sea of similar products, our products should have an identifying feature. This is where branding and marketing skills are most reflected. In case of TV news Channel, this means that in a sea of 24x7 news going on hundreds of channels, we have to make our news presentation different from the rest. It could be a different way of reading the news, focusing on different topics, inserting opinions from prominent experts, or anything else. But our news programme should have a personality of its own.

Social media marketing is a very useful marketing medium if understood how to use it. First, it should not be used as an advertising platform. Rather, visitors should be engaged into a conversation, friendship should be developed with them, main features of our products should be regularly discussed intelligently and we should reciprocate our visitors’ interest by visiting their pages and commenting and liking their posts. Social media should be used as social media and not in an impersonal manner.

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Avinash Pandey COO ABP News -News Television is Here To Stay

From the half an hour news bulletins of the 90s to today’s long format analysis, 24x7 coverage, micro blogging and other ‘social’ impressions, the way India has changed its news consuming patterns is impressive. But does that mean the ‘mobile’ will replace ‘the television box’, soon? Are the challenges ahead alarming? Will there be no ‘newsrooms’?
 
I am often asked these questions. Personally, I don’t consider these assumptions as challenges. According to me, new technologies will compliment the way news will be packaged in the future.  Television in this country is the primary source of ‘infotainment’. While the national news does interest many, people are more concerned about what’s happening around them. Hence, the focus of news industry should be to bring in ‘regionalism’ in their daily news line-up.

For instance, while everyone is covering the ‘Sheena Bora’ murder case, a similar incident that happened in West Bengal didn’t even make it as national news. Regional players covered it extensively and it went ahead to become the most watched story.

Having said this, I am not denying that the increase in internet penetration is not a good thing but it’s not a substitute for watching news live. The internet is growing on a moderate pace and it’ll take the time to come up with a high-speed bandwidth. Viewers will not switch on to a channel for just news, but they’ll demand more in-depth analysis, opinions and something which is not available in 140 characters. 

In this country, political news always grabs attention. On an average election happens in every three months on a big and small level in this country. There is so much to report and a good editor can make it interesting for the people to watch the news. I think creativity lies among the people who run the show.
 
Live and Non –live

News television is here to stay. There is no doubt that, people are going to watch the news clipping, videos on the internet, but one has to understand that it’ll just be a clipping or a recording of a good show. For an example, many watched the Republican debate online as compared to TV, but the number was gathered in three days. It was not at the parallel time. People who watched it was non-live. A good program will be watched by people live first and that’s why sports and news will always do well.

Role of technology
It’s going to change new reporting. Taking an example of periscope it gives you the facility of doing a live broadcast on the go. People who follow you on periscope and twitter can see new live, instantly. Viewers can engage with you and share their opinions on the live broadcasting. The impact of TV news will do very aggressively if digital is integrated into television; all you need is a good smartphone and strong network.
 
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