TV channels are going the newspaper way by launching city-specific channels. Newbies such as INX News and NDTV's MetroNation will join the fray of existing news broadcasters Sahara Samay and Aaj Tak who already have city specific channels. |
INX News, promoted by Indrani Mukherjea plans to launch three city-specific news channels while NDTV will launch MetroNation, city-specific lifestyle channels for Delhi, Mumbai, Chennai and Kolkata which will feature lifestyle, entertainment and news pertaining to the city. |
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"There is a lot happening in each city and viewers are interested to know about it. Metronation will address the same," said Smeeta Chakrabarti, CEO, NDTV Lifestyle. |
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Introducing city-specific channels is one way broadcasters are addressing the growing issue of audience fragmentation, say media experts. |
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For instance, Sahara Samay which owns six city-specific news channels "� Sahara Samay Rashtriya, Sahara Samay UP/Uttaranchal, Sahara Samay Bihar/Jharkhand, Sahara Samay MP/Chhattisgarh, Sahara Samay Mumbai, Sahara Samay NCR "� rolled out these channels because of the wide segmentation that has taken place in television viewing. |
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"The universe has expanded in terms of size, but it has also shrunk in terms of specific viewer expectations and demands. The coming era is the era of demand-based content providers and that may take the form of city-specific channels or split-beam networks catering to the special needs of a marketplace already over spoilt by an over-abundance of choice," said Abhijit Sarkar, head - corporate communications, Sahara India Pariwar. |
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Of course city channels help broadcasters complete their bouquet. "It has been noted that such channels ride on the mother channel," said an executive from a leading channel. "City-specific channels are an excellent channel bouquet strategy for broadcasters in the expansion mode," he added |
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According to industry estimates, the cost of setting up a city-specific channel could vary between Rs 10 and 15 crore, while for a general entertainment channel the cost is around Rs 150 crore. |
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The major advantage of city-specific channels is the focus, considering it caters to a more sharply-defined target audience. This is a major driving force for advertisers too. |
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"City-specific channels are innovation-friendly. One of the challenges advertisers face today with national channels is its broad geographic base. Advertisers end up spending more while they want to communicate their offering to only a selected audience in a particular city. These channels will help address this issue," said an executive from a leading media buying house. |
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According to industry players, currently when it comes to advertising on city-specific channels there exists a major paradox. Media buyers are still stuck on the 'national' phenomenon. However, "Things are evolving to accommodate the content catering to a specific viewer matrix that will soon determine media buying as well," adds Sarkar. |
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The total size of the TV advertising industry is expected to grow from the present Rs 6,600 crore to Rs 12,300 crore by 2011, implying a 13 per cent cumulative annual growth over five years, according to a report by PricewaterhouseCoopers. Media experts estimate city-specific advertising to contribute one-third of the entire television advertising pie in the coming five years. Currently, the contribution is negligible. |
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LOCAL FLAVOUR |
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By introducing city-specific channels broadcasters are able to address the growing issue of audience fragmentation The major advantage of city-specific channels is the focus, considering it caters to a more sharply-defined target audience. The cost of setting up a city-specific channel could vary between Rs 10 and 15 crore, while for a general entertainment channel the cost is around Rs 150 crore. |
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