“English GEC genre has become more relevant post DAS”: Anand Chakravarthy

The Business Head of BIG CBS Network says that media agencies need to recognise this change as there will be a difference how channels and genres are used by advertisers and sold by broadcasters following the increased segmentation and fragmentation

Shachi Tapiawala | Mumbai | January 7, 2013

Anand Chakravarthy

With digitisation almost complete in the three big metros, in the post-DAS scenario, 90 per cent of people have a digital set-top box in Delhi, Mumbai and Kolkata. The number of 100+ GRP channels has seen a drop, while there has also been a reduction in channels originally delivering zero TVR. English GECs have been the highest gainer with 45 per cent growth. The 45 per cent increase in absolute share for English GECs is the highest among genres, making English GECs even more relevant post-DAS. In conversation with Shachi Tapiawala of BestMediaInfo.com, Anand Chakravarthy, Business Head, BIG CBS Networks, highlights how mass channels are skewing even more and the prominence of English GECs. Excerpts:

Now that TAM has resumed release of data post DAS, do you see any major viewership trends emerging?

One of the biggest things which happens with DAS – and this happens worldwide – is that it has changed the way viewership happens. If I take the three DAS markets of Mumbai, Delhi and Kolkata, collectively they had about 10 million homes which were analog and digital. Now there are 10 million homes which are fully digital. Secondly, after 95 per cent penetration in Mumbai, Delhi and Kolkota, suddenly every home has a set-top box through which consumers can watch 200+ channels. I would say that the medium is no longer a television; it is a monitor as majority channels are accessed through the set-top box remote, and the television remote is just a mode of switching on the television set. Thirdly, I would say that no longer are the channels of the same genre on different points, that is the music channels are all put together and so are the entertainment channels, movie channels and sports channels, etc.

The advantage we see here is that the 10 million homes in Mumbai, Delhi and Kolkota are watching more channels and no doubt there is a fragmentation in viewership. In fact, as an advertiser, if I planned to include 15 channels earlier, I would now include 20, leading to a big change in the media pattern.

Which genre is the biggest gainer post DAS and at whose cost?

The fact is that different genres have gained and some have not. The English GEC genre has a share of 45 per cent now, the youth GECs are at 30 per cent, and English movies at 19 per cent. It is not about what channels are available to viewers – it is now about a change in the pattern of viewership. Most of this is at the cost of English music, Infotainment, Hindi music and I would say Hindi movies to an extent. The Hindi GEC spectrum is very limited and the franchise is large. They are always available across all networks, but when we enter phase 2 comprising 38 more cities, we will see a large change in shares.

I would say that the top two leading genres have dropped in terms of shares because they have been here so long and now, since there is new content available, people spend more time on watching what is new and what interests them.

What does this trend mean in terms of media planning in the new scenario?

The different channels and genres used by advertisers, sold by broadcasters and incorporated by media agencies need to recognise this change. It is also exciting because some genres are going up while some have seen a drop. Broadcasters need to ensure that they are prepared for eventuality and advertisers for leveraging opportunities.

Would you say that there is increased segmentation and also fragmentation vis-à-vis genres?

Yes, definitely! And it will only increase.

In the English Entertainment genre, which channel or network is the biggest gainer?

BIG CBS Prime without any doubt.

Since you claim that the English Entertainment genre has gained the most, is that an indication that the legacy leaders – primarily Hindi GECs and Infotainment channels – are under pressure?

Not Hindi GECs, I would say Infotainment and English music. Remember it is not what we are saying, it is the TAM data. It provides a holistic perspective as over here we are not talking on a channel level but a genre level. The GEC spectrum is always a hindrance but now, in phase 2 which consists of 38 cities, it would be different.

From the BIG CBS point of view, are you planning any initiative or campaign to tackle the entrenched mindset of the media planners? If so, what kind of campaign are you planning?

It is very important for media planners to understand how growing genres give better ROI, so when there is a decline, you know how much you can give them. The typical thing I would do is watch the No. 1 channel. But when it does not account for the largest chunk of shares, you look at No. 2 or 3 also. Within a genre, too, there would be a set of channels you would prefer to watch. So, from a holistic point of view, while talking to clients, it is best done on communication basis and not one-on-one. That means going out and meeting people, talking to them about your plans and leveraging PR to speak to clients. We are also trying to do many interesting things such as arranging a Round Table Conference, calling experts from different parts of the media industry who can talk about experiences and markets like the UK. The idea is to create more awareness and education versus just ratings of a brand. We will plan an initiative to convey this message.

What kind of CPRP (cost per rating point) changes have you noticed?

In the English Entertainment genre, if there is a network like ours which was 100, it has come to 75. Amongst the networks, if I bundle two channels, then the advantage would be even more. Channels which blocked shares at the current rate, the CPRPs have moved higher. So, depending upon the loss and gain in shares, the CPRPs are moving in the opposite direction and that is what planners should also take advantage of while looking for better ROI.

Is there now a CPT (cost per thousand) advantage vis-à-vis Niche Print given the increased reach of the English genre? Please elaborate.

Certainly. If you look at the overall reach of the English Entertainment genre even in the DAS markets, our national circulation is far more. So taking into consideration all the networks, my entire DTH platforms, the overall reach of the channel is far more that Niche Print. Additionally, the categories which were not advertised on the genre now become a great advantage for ROI and reaching out to audience.

Info@BestMediaInfo.com

Info@BestMediaInfo.com