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MEDIA SCENE IN INDIA AND FUTURE TRENDS. Media buying agencies. Agency of record (AOR) Central Media Buying (CMB) . Media Purchases thru Media Buying Agencies. 1980 1% 2000 25% 2006 33% (likely). 4 out of 10 Indians are still not reached even today.
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Media buying agencies • Agency of record (AOR) • Central Media Buying (CMB)
Media Purchases thru Media Buying Agencies • 1980 1% • 2000 25% • 2006 33% (likely)
A country with many tongues • 16 official languages • Approx. 1000 dialects
Geographical size • 7th largest area mass • Population/ Area mass – India is No.1 • In comparision even USA is No.4
Media target • 15 million people are being added every year • 5 – 14 age group – 26% population • < 30 yrs - 70%
Rural Urban Divide • 20 to 30 % of the population, with the urban % growing every year • 39% urban population are concentrated in the top 35 towns (towns over 1 million) • 52% of the rural live in the smallest villages. • 4 out of 5 HH have an HHI of less than Rs. 2000 p.m.
Growth of Media Expenditures • 1994 Rs. 3500 crores • 2000 Rs 9000 crores • 2005 Rs 16000 crores
Types of Media used • TV • Press • Radio • Cinema • C & S • Internet
Ponds Fair and Lovely Brittania Vicks Bata Colgate Lux Rin Dettol Tata salt Top 10 brands – 2004 BE
Top 5 programmes in C&S channels (2000) • Kahani Ghar Ghar Ki • Kabhi Saas Bhi Kabhi Bahu Thi • Kasauti • Son Pari • Kahin Kissi Roz
Top 5 serials (2003) • Kyunki Saas Bhi Kabhi Bahu Thi • Kahani Ghar Ghar Ki • Kasauti Zindagi Ki • Des Mein Nikla Hoga Chand • Jassi Jaise Koi Nahin
Top 5 channels preferred • Star Plus • Sony • Zee • Regional • Doordarshan
Top 5 Revenue earning channels (2005) • Zee Telefilms – 1360 cr • Star India – 1300 cr • SET India – 1000 cr • Doordarshan – 665 cr • Sun Network – 300 cr
Top 5 revenue earning Channels General Entertainment(2005) • Doordarshan • Star Plus • Sun TV • Gemini TV • Zee Cinema
Top 5 revenue earners in News channels (2005) • DD News • Aaj Tak • NDTV India • Star News • Zee News
Channel categories preferred • Movies • News • Sports • Music
TV and C& S • Fragmentation of viewership • DD will counter this with more private participation • Satellite TV will provide further growth impetus through regional /niche channels
Publications • There are over 40000 publication being printed. • 85% of these are language publications
English vs. language (2000) • Among the dailies, the first 8 are vernacular. TOI comes 9th.(TOI is now No.3) • Among the magazines, INDIA TODAY is 2nd. All other nine publications are vernacular.
Print - NRS 2003 • TOI is No.3 in the top 10 publications. The first two are vernacular – Dainik Bhaskar and Dainik Jagran (DJ is now No.1 – 2.2 crores circulation) • Among the English Dailies, TOI, HT and The Hindu are the top 3. For the first time an afternoon daily, Mid-day is No.8 in the top 10 dailies. • ET is the only business paper to make it to the English top 10 at No.6.
The future • Had to pull up its socks, Satellite TV was hitting it. Had to resort to better analysis, packaging, layout. • Reshaping – layout , colour, spl. Issues, local editions • Aggressive Marketing – invitation pricing, freebies, subscription drives
Cont’d • Segmentation Interest groups – eg.men, women Content based – business, sports, fashion • Pampering the reader – visual quality, features
Vision • Current – monopolies weakening, niche publications • Future – further fragmentation, press barons entering radio /TV, innovate beyond space with advertorials, promotion events, sponsorships • Exploit emerging opportunities in cross media ownerships Implication – striking cross media deals, leveraging spends
Radio • State run – among the largest in the world • 3 tier broadcasting system – local, regional, national • Programming in 24 languages and 146 dialects
What is the present status? • Reaches a very large audience. • A very important vehicle for the rural market • Impact however has been going down because of TV.
Future • Huge resurgence because of FM. • Mobile audience • Large media groups and channels entering the fray. • Local ethnic stations to spring up • 70% of non TV HHs do not own radio or have access to radio. Huge potential for growth.
Cinema • Current status Reach going down owing to theatre viewership going down. However, South is the only exception where cinema is next to TV in reaching audiences. • Future – High impact but stagnant medium. a small revival is expected in larger cities with multiplexes and better viewing facilities.
Outdoor • Is still relatively unorganised • Heavy usage for liquor and cigarettes • Lack of monitoring services
Technology is showing the way • Hand painting to digital painting • Metal to paper to PVC/vinyl • Illuminated sites – frontlit/backlit • Vinyls to lenticulars (lustrous)
INTERNET • Net advertising comprises only 0.5 % of the total adspend of the industry. • Likely to grow upto 3.7% in year 2005
Internet usage • Major uses from Internet 1) e – mail 37% now 32%( inclusive of surfing) 2) chatting 15% (now 32% )