In India’s vibrant television industry, especially in the realm of regional entertainment, the necessity for inventive growth hacks becomes critical. Looking ahead to 2024, the combination of traditional broadcasting and innovative technology emerges as a pivotal avenue for growth in regional entertainment television. Adopting a strategy that spans various platforms, personalised programming and more audience involvement signify a change in the regional entertainment scene. This mix of traditional storytelling and modern innovation is set to transform how Indian regional TV operates.
A comprehensive multi-platform strategy is required in order to capture the heterogeneous Indian audience. Television networks must seamlessly interact with digital platforms, utilising the rising usage of smartphones and high-speed internet. Broadcasters may reach a larger population and accommodate to changing watching patterns by allowing consumers to access material via television, mobile applications, and streaming services.
Personalisation is becoming the key to audience engagement as the era of one-size-fits-all television programming fades. Harnessing data analytics and artificial intelligence to understand audience preferences will be a growth hack for entertainment television in India. Television networks may produce personalised content suggestions for specific viewers by analysing watching behaviours, content consumption trends, and user comments. This not only improves the viewing experience, but it also raises the likelihood of sustaining a devoted audience.
Integrating interactive components into television programming viz. Live polls, real-time audience feedback, and social media integration can improve the viewing experience. In the age of social media domination, using the power of influencers and online communities could go a long way.
The cultural diversity of India is a strength that television networks may use to expand. A greater emphasis on localised and regional content. By giving the audience a voice and involving them in the content creation process, regional television can establish a sense of community and inclusivity.
Predicting specific market trends, including television ad rates, involves a complex interplay of factors. I am sticking my neck out and making the following predictions for 2024
Large FMCGs will allocate a higher budget to advertising in ’24 in order to increase their volume market share. Local-Regional advertisers who were not so aggressive in ’23 will come back with a vengeance. The ‘funded’ companies may re-start advertising in ‘24
Television networks that adapt to changing viewer habits and offer multi-platform advertising solutions will have a competitive edge. The level of competition among television networks for advertisers can influence ad rates. With consolidation in the industry in the offing, ad rates are likely to go up.
Brands will prioritise language-specific content to reach a broader audience especially in the hinterland.
The Power of Big Screen
Professor Karen Nelson conducted a compelling study revealing a direct correlation between sales and video size: “The larger the screen, the greater the sales impact.” This study highlights that all television ads, being full screen, contribute to an overall advertising efficiency of 100% on TV.
Television continues to reign as the dominant medium in India due to its extensive reach, appealing to both urban and rural audiences, its unparalleled capacity for brand building and credibility, and its ability to create high impact and emotional appeal.
While these trends offer insights into the potential future of entertainment television in India, it’s essential to recognize that the industry is dynamic and subject to rapid changes. Adaptability and innovation will be crucial for television networks to thrive in the evolving media landscape.
( The author is Head Revenue, Regional Entertainment at Viacom18)
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