Jaldi 5 with L V Krishnan: Core viewers of genres is up

23 Jan,2013

By Ananya Saha


Digitization is having multiple ramifications for all stakeholders: MSOs, LCOs, broadcasters and advertisers. On the sidelines of the ‘Digitization Begins’ conference convened by afaqs.com, MxMIndia spoke to LV Krishnan, CEO, TAM India to get upclose to the real picture after mandatory digitization was implemented in the three metros.


01. What can broadcasters learn post DAS, given that the two metros (Delhi and Mumbai) have shown differential changes towards genre preference?

There are two aspects to it. One, distribution is bringing order in the chaos post-DAS, where channels are getting in two metros. In a way, order that you now see will be much more systemised order and consist of core audience wanting to watch that genre than the trespass audience. This will go the long way in Phase II. The learning of Phase I is good enough to say what the next step should be. Step one is marketing: tell the consumers what the channel has and come and watch it. The second step would be much stronger content of engagement.


02. So, do we have any surprises post-DAS?

Overall, the core viewers of the genres have gone up. However, the overall reach of mass channels has gone down. Engagement levels have marginally increased with the genre and strong properties that are marketed are getting the audience. The core audience is still sticking to the preferred genre; it is the trespassing audience that are no longer accessing it. The broadcasters can create strong properties and communicate those properties to the audience so that the audience becomes loyal.


03. How do you see the audience trend of Delhi and Mumbai replicating in other cities?

Rollout of digitization will exhibit same phenomena in other markets as well. But the difference will be those markets already have strong penetration of digitization, eg MP and Gujarat. In metro markets, we see 50 percent penetration so such cities will see much smoother rollout of digitization than a Delhi or Mumbai.


04. Many channels are claiming a spike in viewership. Have things shaken up much with digitization?

These are the initial stages of digitization. The channels have worked hard to get their communication across to the audiences and have created better content and engagement.


05. What is in it for the advertiser in the post-DAS scenario?

They are getting targeted with audiences getting skewed to genres. Therefore, they can target their advertising more efficiently unlike the pre-DAS scenario. Secondly, geography is becoming clearer, especially for niche genre. Communication will be much easier in the digital era.


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