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 Karnataka TV market and its importance. While they are now tweaking their advertising and increasing spends in this market, the scope for synergy is immense.

Harnessing the power of TV

Three- Four case studies of brands which have used TV as vehicle to popularise their products .

Presentation by Zee Kannada on Zee's Surge

Zee was perhaps the first major broadcaster to ready itself for a regional expansion plan. While it is the undisputed leader in the Kannada genre but there is stiff competition from the other national players.. What does the future hold for Zee in Karnataka? How does it intend to consolidate its position further in this market through differential programming?

A triumvirate of threats

Analogue transmission is still on in many parts of the country .This, coupled with the TRAI’s new tariff order poses a problem to broadcasters in terms of its reach and deriving accurate advertising value.

Karnataka has witnessed a serious uptake of digital content especially when it comes to news and entertainment. How do broadcasters intend to navigate this wave of digital growth especially given the young nature of audiences in the state?

Among the side-effects of the rise of OTT platforms with deep pockets is the increase in movie acquisition rights for broadcasters. In a cinema-loving market like Karnataka, this trend could signal a potential problem going forward. How are broadcasters dealing with this?

New bastions of growth

Viewership and revenue share of GEC + Movies garners more than 75 per cent share of total market in Karnataka. 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 their regional language offerings?

Changing the face of Kannada

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 Kannada 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.