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Overview

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.

Agenda

Tamil TV market – A success story

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.

Gauging the might of the market

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.

Retail therapy

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?

Harnessing the power of TV

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).

New bastions of growth

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?

Changing the face of Tamil TV

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.

Speakers

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Mahima Singh

Head Marketing

TVS Auto Assist (India) Limited

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Karan Abhishek Singh

CEO - Languages

News18 Network

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Siju Prabhakaran

Executive Vice President & Cluster Head - South Business

Zee Entertainment Enterprises Limited

Partners

Venue

ITC Grand Chola, Chennai, Tamil Nadu

About Us

Indiantelevision.com is the first online information and interactive service focusing on the Indian Television and Media business. Its user base has grown over the past nineteen years; making it India's most widely read online Media, Advertising, Marketing & Satellite Television resource.

ITV 2.0 is the experiential and production arm of Indiantelevision.com. A fearlessly inventive event agency that crafts emotionally- charged, content-driven and industry-relevant ideas.

This vertical covers all, from event design, development, production to delivery. We also work closely with other brands for activations, roadshows, ensuring that brands gain ground and succeed in the market through strategic and innovative planning of events.

ITV 2.0 owns flagship properties like The Indian Telly Awards, Vidnet, The Content Hub, BrandVid Summit and Awards, MediaHR Summit, Video and Broadband Summit, Radio Connex, News Television Awards among others.

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