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

23 Mar,2012

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.


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One response to “The Anchor: The 6 Cs of the TV business in South India”

  1. Himanshu says:

    A good writeup from Anup. Would also like to know the uptake of Hindi Content dubbed in South Indian languages…..any historical data/predictions on how it has fared in South India?

    The recent example I cam across is of KBC and earlier Ramayana..any other such stories from South?

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