Indiantelevision.com's Telewise brand is an initiative to further propel the power of television in India’s regional markets. The first leg of series takes us to Tamil Nadu, which is widely regarded as the country’s first success story from a regional language market standpoint. With over 35 channels offering Rs 11.6 crore seconds of advertisement annually, the Tamil TV boasts of Rs 2,000 crore-plus potential. For perspective, that is nearly 10 percent of India’s total TV ad spend coming from just one state. Telewise Tamil is an opportunity for industry stakeholders to understand, analyse and find potential solutions to issues faced by broadcasters and advertisers in the state. While Tamil Nadu boasts of a vibrant TV ecosystem, industry watchers are convinced there is scope to push the envelope on content, advertising and distribution fronts.
With over 35 channels offering Rs 11.6 crore seconds of advertisement annually, the Tamil TV boasts of Rs 2,000 crore-plus potential. For perspective, that is nearly 10 percent of India’s total TV ad spend coming from just one state.
While regional advertisers see value in broadcaster offerings and give higher ER, the national advertisers are yet to fully understand the potency of the Tamil Nadu TV market and its importance. While they are now tweaking their advertising and increasing spends in this market, the scope for synergy is immense.
One of the standout features of the Tamil market is its retail clientele with a regional advertising revenue potential to the tune of Rs 300 crore. Retail and hyper local advertising is expected to gain more steam in the next five years. Will local brands divert majority of their spends to TV or will they move away from using single media to multimedia strategy?
Six case studies of brands which have used TV as vehicle to popularise their products (for instance, Dabur named its red tooth powder ‘Sivappu Pal Podi’ in Tamil market).
Viewership and revenue share of GEC + Movies garners more than 88 per cent share of total market in Tamil Nadu. Going forward, is the market due for content disruption or will it be business as usual? Do news channels see potential in increasing their share of the pie? Can sports as a category draw in more advertisers with properties like the Tamil Nadu Premier League?
In order to up the ante in terms of content delivery and viewing, cinematic experience needs to be brought to television. Some broadcasters have experimented with Alexa cameras, and Dolby5.1 to uplift the user experience. From a content perspective, the mature TN audience is primed to accept innovative storytelling that involves pushing the boundaries of creativity. An amalgamation of fresh content and enhanced production value could help further broaden the horizons for this ecosystem.
TVS Auto Assist (India) Limited
CEO - Languages
Executive Vice President & Cluster Head - South Business
Zee Entertainment Enterprises Limited
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