What Ticks for Indian Consumers/ Family – Punit Goenka and Pradeep Gupta

26 Aug,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Punit Goenka and Pradeep Gupta


Need to create multiple touch points for each audience segment


By Punit Goenka


The market size of the television industry in India, according to FICCI-KPMG report is estimated to reach 8 billion by 2017. So there is massive growth potential, no doubt. But there are a few challenges. One major challenge is that even today, 97 per cent of Indian households are still single TV households.


Which means majority of TV viewing in India is happening in a manner where the entire family is watching it together.


From a network standpoint, it is important to think the entire family rather than dividing into various segments such as women, men, teens and children. There is a perception that women consume a lot of GEC content. Well, Zee TV is our flagship channel and attracts equal viewership from both men and women. 



Role of digital in augmenting growth for magazines in India


By Pradeep Gupta


I see three driving forces for the domain viz. digital, sharp community definition and regionalisation. Tablets, mobiles, apps are changing the way media will be consumed. The huge amount of content is creating an information overload. Sharply defined niche communities can help users navigate through the jungle. The growth of 2 and 3 tier cities is resulting in more vernacular and regional content.


In developed countries, 50 per cent of the ad spend is on digital media. In India, we are still in the single digit. We need to have many more apps delivering rich content to focussed communities. We also need to use the mobile platform since a large percentage of India is now using the mobile phone as the most important device for receiving information.


Yes, women do consume more of fiction, but that does not mean fiction shows do not attract men. Reality shows are more popular amongst men and younger audiences, there is data suggesting that even women consume reality shows such as Dance India Dance.


If a kid is watching ZeeQ, our edutainment channel, invariably a parent is also watching the channel along with the kid. Similarly, in sports, if there is a cricket match and India’s playing, the whole family watches it.


From a network standpoint, you cannot single out one consumer segment and say that’s the most important of all. All segments are important from both the advertisers and as well as broadcasters point of view. Each segment plays a role in purchase decisions, each have different media consumption habits, youngsters are more adept at technology, women have a liking for fashion while men love sports and action movies.


From a marketing standpoint, one has to create multiple touch points for each of these segments and create meaningful conversations that’ll have a positive impact on their minds.




Print will not die. Its form may change. From stone slabs to papyrus to paper, the delivery of content has changed. The A4 size form factor on a light weight device is the most engaging medium. Therefore, glass will be the new paper.


Unfortunately, the internet penetration in India lags behind other developing countries in the world. We also have not been able to achieve any significant penetration in the broadband area. The statistics speak for themselves – 12 crore internet users and 1.50 crore broadband users. On the other hand, there are 87 crore mobile phones out of which 22 crore are smartphones. We have to deliver media over the device of choice – the mobile.


New media is being used by the traditional medium to reach out to targeted audiences, conduct polls, take feedback and create a multiplier on the traditional channel.



Tomorrow (Wednesday, Aug 27): Men – Partho Dasgupta and Ashish Golwankar

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