In India, 30% usage is on digital TV and 70% is on linear: Prasad Sanagavarapu of Invidi

Connected TV, the latest buzz word in the Indian ad world, was one of the most discussed subjects at ad:tech 2022. At a session titled, ‘Advanced Advertising – The convergence of OTT and Linear TV’ speakers from Invidi and Tata Elxsi shared insights on the hybrid environment which connects streaming, broadcast, and multiscreen devices and is gaining popularity amongst a vast set of users.

Prasad Sanagavarapu, Chief Business Officer, Invidi, elaborating on the differentiators said, “Linear TV is all about reach and digital is all about addressability.” He further spoke about how addressability is fuelling the growth of digital and that in the near future, operators will consider it as a major factor.

Mentioning the example of Netflix, which has announced its decision to introduce an AVOD plan in the near future, he said that marketers are able to get better ROI using digital, which is why the shift will happen soon.

“In India, 30% usage is on digital TV and 70% is on linear. Whereas, in other countries, a notable shift from linear to satellite boxes is taking place. PayTV in India is strong yet stagnant,” he added.

Nitin Pai, CMO, Tata Elxsi spoke about the challenges that marketers are facing. He said, “One of the biggest challenges that marketers are facing is how do I get linear and digital talking to each other.”

He further spoke about the connected boxes and stressed on their importance.

Another session, ‘The Future of TV’, had panellists including Nikhil Kumar, VP, India and SEA, Mediasmart; Bharat Khatri, Chief Digital Officer, APAC, Omnicom Media Group; Rajiv Dubey, Senior GM, Head of Media, Dabur; Ajit Pawar, Director Partnerships, APAC, Adjust and Ranjana Mangala, Sr. VP and Head of Ad revenue, Sony Pictures Network.

While speaking about the importance of scalability of CTV in India, Dubey said, “In India, anything that is scalable. sells.”

To which, Kumar added, “CTV, when it came to India a few years back, was a premium product, for households that have Smart television and good internet connection.”

Mangala too sided with Kumar on the above statement and added that only premium brands are advertising on CTV as of now.

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