One Big Idea by Monica Tata: Robust monitoring – the broadcasting industry’s gamechanger

22 Feb,2013

By Monica Tata, General Manager, Entertainment Networks, South Asia, Turner International India Pvt. Ltd

 

I believe that the unique gamechanger for the broadcasting industry will be a robust monitoring system that is in touch with changing times and which captures the growth of our industry correctly across all genres. Currently channels are getting under-represented, and this is adversely affecting their monetization.

 

Also I believe that the broadcasters need to be paid rightfully for the value they bring to the table. The current CPRP system does not fully take into account the increase in eyeballs that has come by with increased investments in distribution of channels & content. While the kid’s category GRPs have grown by 9%, reach has grown by 17% for the same period, which means that we now reach to 34 mn kids versus 29 mn. The English movies genre on the other hand has grown from 4.90 mn to 6.06 mn thereby fueling the growth by 23% (Source: TAM Q2 2012 over Q2 2010).

 

The advertising rates increase only takes inflation and channel performance into account without completely doing justice to this increased reach of the channels which has come on the back of continuous increased investments by the broadcasters.

 

Going forward, amongst other things, a robust monitoring system and broadcasters being rightfully paid for the value they bring to the advertisers will help fuel the growth of industry.

 

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