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· Indian content verses international content

o India is the world’s third largest TV market with almost 138 million TV Households next to China and the USA: Need to create content that engages the kids in the country

o Popularity of Indian characters Vs International characters (Chhota Bheem, Might Raju, Chutki vs Ben 10, Doreamon, Tom n Jerry)

· How will alternative mediums to TV be growth drivers?/Multi-screen playground:

o It represents huge opportunities to expand the presence of a brand or a character in the mobile and online space through smart phones, tablets and computers. Moreover, broadcasters and content houses are increasingly working towards building anytime anywhere access to content. With technological evolution, porting these content platforms without any additional cost is expected to become a reality

o Innovative solutions that help brands effectively engage target kids across 360 degrees: On-ground activations, Mobile apps, games

· Content distribution on several platforms to increase engagement

o How are players need to be adept to technological evolution to ensure content is adaptable to new devices

o Need to create content that is engaging and innovative so that kids don’t find it run of the mill and change their channel preferences

· Lack of sustainability: The children’s genre faces the challenge of retaining the interest of its target viewers, since children usually have a shorter attention span compared to adults. The channels that are focused on specific age groups, e.g., children below the age of six, lose their viewers once they grow older. Moreover, children’s channels are unable to capture the attention of a vast audience. According to TAM Media Research, only 15 per cent of the children viewing TV watch these channels. Content owners therefore need to create a greater impact on their viewers with the use of strong characters and content that has elements of fun and education to engage children.

· Kids as decision makers-There was a time when children did not play an important role in purchase decisions. However, with evolving times& advent of new media(e.g. digital and interactive), different behavioural patterns are arising such as children being influencers and participators in family decision making

o Fact: 65% * parents involve kids in the buying decisions. As a result marketers have become increasingly interested in children as consumers impacting on the ever increasing volume of advertisements targeted at children

o Influencing factors: Friends and TV- In child’s shopping behaviour, both friends and television’s impact has been very strong and may be similar because kids try to imitate things which they see on TV or on any of their friends. Marketers use television as a medium of communication since it affords access to children at much earlier age

· Evolution of television viewing in India highlighting the impact of digitization

o Popularity of digital viewing

o With digitization, what are some of the interesting shifts that we see in India

o What impact has digitization so far had on the broadcaster’s life

· Monetization of the channels& revenue generation model (advertising model highlighting un-conventional advertisers)

· Ad Cap

o What is your view on the ad cap?

o And how can broadcasters best navigate this?

o Is there such a cap in other countries?

o When the ad cap comes in, would you expect branded content to pick up? What kind of branded content initiatives has Turner Network taken on?

· Diwali for broadcasters

o What kind of an impact has the economic downturn had on broadcasters? As a network, what has been your experience?

o With Diwali in the corner, do you expect things to pick up for broadcasters?

Palak Shah

White Marque Solutions

Creative Design | Public Relations | Events & Activation | Digital Outreach

M: +91- 9819453080

Litolier Chambers, Marol Naka, Opposite Star Plus Office, Andheri Kurla Road, Andheri (East), Mumbai-400059

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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