Why news channels need to re-think their content, monetisation and measurement strategies

As news consumption moves to online video and text, and youth consume news on social platforms, TV news media will need to re-think their content, monetisation and measurement strategies, emphasised EY in its latest report on the M&E sector.

The report stated that the content will need to be created multi-format and multimedia, and separately for younger audiences and for different segments.

It wrote in the report that the premium and mass audiences would require different products and pricing.

“Alternate revenue streams like IP, branded content, and exclusive products will need to be introduced,” mentioned the EY in the report.

The report further stated that news will also move to a “News+” content model, covering a wider variety of themes to reach wider audiences.

“Given the disruption in consumption, and inability to efficiently monetise digital audiences, costs will need to be optimised and sales will need to move to an aggregate audience basis, for which measurement will need to aggregate linear TV, connected TV, YouTube and social media audiences, and web-site and app audiences.” it wrote.

According to the EY-FICCI’s latest report on the M&E sector, while news viewership grew in 2023, it still remains over 30% lower than its 2020 levels.

News consumption has significantly moved to multiplatform, with the reach of digital news at 456 million as of December 20236, and consequently, audiences need to visit TV fewer times a day.

Therefore, TV news platforms are resorting to several innovations to keep the audience hooked on the medium. For example, TV news channels have increased focus on local news, non-news content (entertainment, sports, travel, etc.) and specials and events.

Having said that, EY wrote in its report that in 2024, television advertising, particularly in news TV, is expected to rebound due to the occurrence of general elections.

The report further stated that news channels garnered 25% of ad volumes in 2023, second after GEC.

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