TELEVISON NEWS IN INDIA-PAST, PRESENT

AND FUTURE

Submitted By-Alma Odil

INTEGRATED ASSIGNMENT
ACL-1 Business
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History of TV News Channels in India
• The earliest instance of news bulletins shown on
Doordarshan- date to 1965.

•The Gulf war in the beginning of 90s shackled the duopoly of

DD and All India Radio.

• The American news network CNN entered Indian homes in

1991 by telecasting coverage of Gulf war.

• Star News, launched in 1998 in English, was the first 24-

hour news channel.

• Some major incidents boosted the average daily viewership

from twelve minutes to thirty-one minutes per day.

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 Current Status

• In a nation that has a 35 per cent illiterate

population, news television has a mass appeal.

• Boom in economy of rural India and the strong

desire to get connected with rest of the world.

• Hyper competition among news channels

resulted in marketing gimmicks and
transformation of PR firms into news provider.

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 Current Trends And Issues Relating To News Channels

• Increasing popularity of international channels e.g. BBC

World & CNN- India specific Program- Eye on India &
Gen Next.
• Tie-ups with print media e.g. IBN-7 with Dainik Jagran
&NDTV has tied up with Indian Express.
• Sources of finance-Mergers, acquisitions, IPOs and
private equity have started becoming popular in the news
channel industry.
• Consolidation- Channels would like to become pay
channels in order to get revenues

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 Future Trends
• Audience related trends
1.Change in audience demand-Due to the
availability of multiple sources of
information.
2.The demand of audience is shifting from
information to intelligent information.
3.Growth of audiences-Due to India’s
eventful political history.
4.Viewership changing from impersonal
news to personalized news
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 Future Trends
• Technology related trends
1. News research like done in The MIT it focuses on
four areas:
a. Description of news by and for computer.
b. Observation and modeling of consumer behavior.
c. Presentation and interface design and application.
d. Web storytelling-Sky News now tells stories through
maps so that the readers can visit the place of
incidents, watch videos, hear eyewitness accounts,
exactly where and how they occurred.

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86% Indians perceived with good Personal Finances

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With growing spending power…
• Advertisers trying to reach more and more
consumers…..
– Media thus also experiencing a boom

• Media Expenditure expected to grow by

15% approx.
– Source : Lodestar Media

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 4 P’s of news channels in India
• Product- Differentiated content, coupled with disruptive
scheduling and peppered with some of the, specific
programs.
• The channel gave a variety of program for different age
groups with the entire spectrum of emotions.
a.Sports News- Sports analysis.
b.Entertainment News- Celebrity news,
gossips in film industry.
c.Business News- Share markets.
d.Political News- Political views.
e.Weather Forecasting
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• PRICE- Pricing decision is taken with the consideration
of package of channel provided by the service provider.
• . The pricing strategy is mostly based on the different
channel package for different segmented targeted
audience.

• . Price is decided according to channel package by the

market competition and volume of viewers.

• News channels give away crores as carriage fee

(Distribution) for a year to get the best band for its
channel.

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• PLACE: The distribution of news channel is as:
a. Regional
b. National; and
c. International.
• Emergence of addressable distribution platforms
– DTH
– IPTV

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• PROMOTION- : For placement most of the news
channels are using digital marketing strategy.

• A Headline Today offers news on mobile phones.

• Hindi news channels have started new concept of

religion, mythology, astrology and English news
channels show news on elite lifestyle and gadgets.

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 Share of viewership and share of advertising for different genres

• Various genres in Television viz.

 GEC, Reality, Music, Business, News,
Education, Kids, Sports, and Comedy.
• Viewership share of the relevant adult demography
is more than three times the competition for English
news channels .
• Regional GECs and Hindi GECs are neck-to-neck
when it comes to viewership share.
• Advertisers aimed at going local in order to win over
specific target groups

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 Exponential Rise

20
4

15
4 6

10
4
1
5 9
3 6
2
0
2002-03 2004-05 2006-07

Hindi English Business

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 Look Who Is Watching?

90 86
80
70
60
50 53.7
47.9
50
40
26.5 29.5
30
18
20
10
0
2001 2002 2003 2004 2005 2006 2007

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Specific reason for news channels getting more advertisement

• The volatility of the news itself.

• Business and financial news stories,

politics, entertainment and sports form a
sizeable chunk of the content for general
news.

• Business news is watched primarily to

make the right decisions on investments

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 Revenue Growth
900 850
800
700 625
600
475
500
375
400
300
200
100
0
2003-04 2004-05 2005-06 2006-07

With increase in the viewership base – Advertisers have

increased their spends on the news genre

News genre is able to attract 12% of the total television

revenue with 7% viewership contribution
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 News Genre The Best Investment

• Share of revenues nearly double of share of viewership

• This ratio is the highest across channel categories

• Reason: Relevant audience :

– Males, 25yrs+
– The “bread-winners”
– Maximum spending power

• Thus there is an explosion in the number of channels

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 PAST OF HINDI NEWS CHANNEL
• Did not enjoyed the original color of the objects
because of black and white transmission.
• Was launched to nurture :
a)national integration, and
b)inculcating a sense of pride in Indians.

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News = Aaj Tak

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 PRESENT OF THE HINDI NEWS CHANNELS

• Several re-launches, an increase in

funding and resources and improvements
in digital television technology.

• The channel has been able to diversify

content, with the liking and trends.

• Certain segments have been added like

live chat with style gurus, astrologers,
home makers, daily soaps reviews
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 Tie Ups
• Movies • Television
– Chak De India – Indian Idol
– Shootout at Lokhandwala – Biggest Loser
– Guru – Jhoom India
– Salaam-e-Ishq – MTV On The Job
– Baabul – MTV Youth Icon
– Eklavya

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 Top Programs
60
51
50

40
31
30

20
11
10
3 2 2
0
Aaj Tak Star News Zee News India TV IBN 7 NDTV India

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 FUTURE OF HINDI NEWS CHANNELS

• In future it will be mostly digitalized.

• More innovation in the type of delivery of
news, news coverage.
• Latest trend future will be that there will be
dramatization of news on television.
• Best thing about the news genre is its
ability of introspection.

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 More than just News..

• Viewers want entertainment

along with news…
• Increasing interaction with our
Viewers

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 Headlines
12000 11425

10000 9591
8248
8000
6173 6376
5652 5604
6000

4000

2000

0
Q4 04-05 Q1 05-06 Q2 05-06 Q3 05-06 Q4 05-06 Q1 06-07 Q2 06-07

Re-launch with a new positioning in the pipeline

Focus on content to cater to the young metro
urbanite (Need Gap in the current market
scenario)

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 Bright Future

•Differentiated product (format)

•Flanking Strategy

•Compliments Aaj Tak’s

viewership

•Reach of over 15 mn viewers

per week

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QUESTIONS?

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Thank You.

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