Do Broadcasters need both deep pockets and creativity to survive during this crisis?

Success of Colors, CNN-IBN and Failure of INX Media throws some light over the realities of TV Media in India. Though both Colors and 9X launched during same period, Network 18 backed Colors and CNN-IBN have gained TRPs like anything. On the other hand almost all channels including 9X News and 9X Entertainment from INX Media have failed to create hype. Except for 9XM which got some initial eyeballs due to their digital creativity, although failure to add some good content over 9XM lately has made it a boring channel (at least for me!).

I’m pointing out some of the inferences we can take out from this story–

1. Deep Pockets are necessary to sustain at least initial years, before broadcasters can think of some genuine revenues.

2. Huge Marketing and Branding has become a very important part of TV Broadcasting these days. Though both Network 18 and INX spent huge amounts in marketing, it was Network 18 which was also spending over creating a Brand Image. Can we forget Akshay’s first ever TV reality show “Khatron Ke Khiladi” or for that matter Karan Thaper’s shrewdness in the show “Devil’s Advocate”? Now imagine anything similar for 9X…kuch bhi yaad aya??

3. Though Indian Broadcasting is at boom, ground realities like creativity and innovation still rule. It doesn’t matter how many WTF news IndiaTV shows, what matters is their creativity to copy videos from youtube and make a masala news out of it. IndiaTV has very healthy TRP ratings against all the Hindi news channels in India.

4. TV Channels have grown exponentially during last few years, but now bad times has come and channels like INX Media (without any innovation or creativity) or like INX but without deep pockets, will have to find new ways to servive!!

What do you think??

7 thoughts on “Do Broadcasters need both deep pockets and creativity to survive during this crisis?

  1. Hi ,

    I am totally agree with you dear but What i think is that the Creativity is playing major role .

    Creativity in TV Broadcasting is more important now than ever before. Of course, “Creativity” means different things to different people, but in TV Media we mean those programs/serials/channel that are at once enjoyable, relevant, memorable, unexpected, fresh, re-watchable and engaging. They transcend previous ideas to create something new.

    People have always ignored boring or irrelevant channels and actively avoided annoying programs – wouldn’t you? The truth is that,People spend more time with TV than with any other medium and are watching more broadcast TV than they did 10 years ago but that is to miss the point. It is the quality of the time they spend with TV and the effectiveness of the TV advertising they see that counts. To make TV viewing more enjoyable for consumers and more effective for broadcasters the industry needs to continue to raise the creative .

    Others, suggestion ???

  2. Hi ,

    I am totally agree with you dear but What i think is that the Creativity is playing major role .

    Creativity in TV Broadcasting is more important now than ever before. Of course, “Creativity” means different things to different people, but in TV Media we mean those programs/serials/channel that are at once enjoyable, relevant, memorable, unexpected, fresh, re-watchable and engaging. They transcend previous ideas to create something new.

    People have always ignored boring or irrelevant channels and actively avoided annoying programs – wouldn’t you? The truth is that,People spend more time with TV than with any other medium and are watching more broadcast TV than they did 10 years ago but that is to miss the point. It is the quality of the time they spend with TV and the effectiveness of the TV advertising they see that counts. To make TV viewing more enjoyable for consumers and more effective for broadcasters the industry needs to continue to raise the creative .

    Others, suggestion ???

  3. I think deep pockets are neccessay for sure. Colors spent more than 100 crores on its launch. However i think content is still king. What Colors did best was to not be another me too channel and instead go with strongly differentiated content. For example short n snappy celebritity shows and a different genre of soaps. It is this unique content strategy which has allowed them to seriously challenge Star’s leadership and emerge as the clear number two.

    However to play out such a strategy deep pockets are surely needed. Therefore, though deep pockets are a neccessary conditions for cracking the GEC market, its not a sufficient condition for sure 😉

  4. good discussion, but Satiwick can you suggest some strategies for those Media houses which are creative but dont have deep pockets. Is the only solution for them is to perish in such a market condition, where all hopes are dying???

    • Rabi,
      My openion is that If a company do not have deep pockets, then they must use a combination of paid and unpaid marketing strategies to get the word out and attract new customers

      Three effective strategies to gain insight into your customers

      1)Survey your customer list

      Mail a minimum of 1,000 pieces of direct mail to your target audience. Direct mail is one of easiest forms of marketing because you can buy the exact name and title of your target audience

      2) Make your website interactive.

      There are several smart ways to turn your website into an effective research tool. Add a box with a single polling question to your main page and regularly ask questions that engage visitors and provide important customer data for you. Simple “yes or no” or multiple-choice questions work best.

      3)Create an off-line information pipeline

      The old-fashioned way by directly asking questions and listening carefully to the answers. Since you’re close to your customers or clients, you have the ability to work with them individually or in small groups for the express purpose of better understanding their needs and the ways you can fill them

  5. Hey Guys.

    I think both are necessary thing to survive now these days. If you have big pocket and you are not able to gives what actually views want then nobody stay tune of your channel.
    Star and Sony both have big pocket but what the reason Color so much popular. No doubt Color have big pocket. The only reason that Color made program for views teats and views actually want the change such kind of sas bahu series.

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