The first half of 2024 is going to be a busy time for news channels. Last month ABP News launched a campaign ‘Jeetna Aapka Zaroori Hai’. It highlights the voters’ crucial role in shaping India’s democracy during the ongoing 18th Lok Sabha Elections.
ABP News’ ‘Jeetna Aapka Zaroori Hai’ campaign urges Indian citizens to exercise their right to vote, emphasising that voters, not political parties, hold the power to shape the nation’s future in the pivotal election. Then there is also cricket action like the on-going IPL and next month’s T20 World Cup.
Medianews4u.com caught up with Rupali Fernandes, Chief Revenue Officer, ABP Network to discover their strategy for the game of democracy, sports and festivals to follow:
Q. What goals has ABP Network set for 2024? What is the gameplan to get there?
The ABP Network is poised for significant growth, particularly with the imminent General and State elections ahead. Elections are synonymous with ABP News, a fact well-established by past performance. In the recent five State elections (MP, Rajasthan, Chhattisgarh, Telangana), ABP News saw an impressive surge and a remarkable increase in its data. Furthermore, its dominance on Connected TV platforms, where ABP News claimed the No.1 spot, underscores its widespread viewership.
Anticipated events such as the T20 World Cup, festive seasons, and the US Presidential elections are expected to further bolster ABP Network’s growth trajectory. With a solid foundation of trust established among advertisers and viewers alike, ABP Network is primed for sustained expansion throughout the year.
In the digital realm, the burgeoning number of active internet users in rural India surpassing urban users, coupled with the expanding coverage of 5G technology, presents a ripe opportunity for ABP Network to connect with audiences across all regions. The network’s strategic focus lies in catering to diverse audiences in their preferred languages and on their chosen devices. This entails delivering seamless content experiences through uniform omni-channel delivery, ensuring accessibility and engagement across various platforms.
Q. How big will the Elections be from a revenue perspective for ABP Network and the news genre?
During elections, news channels profit greatly, similar to jewellery stores during Diwali or wedding season. The demand for advertising goes up a lot, which means news channels can charge more for ads, up to 40% to 50% more on both TV and online.
News channels don’t just depend on how many people watch them. They also care about how interested people are in the elections and what people think about the channel overall, especially during elections. For example, lot of people watch ABP News during elections because of shows like “Kaun Banega Pradhan Mantri.” Another important thing that affects advertising rates is credibility. And big brands like ABP News is watched more because they’re seen as more trustworthy and credible.
Q. What is the strategy to cover the elections?
The strategy to cover the elections involves seamless coordination between editorial, sales, and marketing teams, supported by innovative programming tailored to appeal to both viewers and advertisers. Established shows like Kaun Banega Pradhan Mantri (KBPM), Ghoshnapatra, and Modi Factor have already garnered significant traction, while anticipatory buzz surrounding events such as Shikhar Sammelan has amplified engagement even before their execution.
Moving forward, viewers and advertisers can expect a continuous stream of innovations, not only during elections but also in regular programming. This integrated approach ensures a dynamic coverage that captures the essence of electoral events while maximizing opportunities for both audience engagement and advertising effectiveness.
Q. Are revenue and viewership shifting more towards digital for ABP Network? What trends are being seen?
The revenue and viewership landscape for ABP Network is indeed evolving, with both traditional TV and digital platforms poised for growth, particularly in light of significant events such as elections. Contrary to the notion of cannibalization, both mediums complement each other. The enduring brand-building capacity of television remains a crucial consideration for advertisers and planners.
While elections occur once every five years, budgets are strategically allocated to both TV and digital media, particularly in the realm of news broadcasting. This balanced approach acknowledges the unique strengths and reach of each platform, ensuring that audiences are effectively engaged across multiple channels. Thus, rather than witnessing a shift exclusively towards digital, ABP Network anticipates growth in both TV and digital viewership, fueled by the synergistic impact of strategic investments and compelling content offerings.
Q. What is the mood in the ad market now?
The mood in the ad market is one of anticipation, particularly with the upcoming General elections followed by state elections. The extended duration of the election season this year, coupled with festive occasions, has heightened interest and curiosity among advertisers. Advertisers have already started cracking deals early with ABP Network, and as the election dates draw nearer, the competition for advertising presence on polling days, exit polls, and especially on counting day has intensified. This dynamic environment keeps our sales team agile and fully engaged.
Q. How important are on-ground events like the Ideas of India Summit?
Groundbreaking events like the ABP Network Ideas of India Summit are not just important; they’re pivotal for ABP Network’s mission. The Ideas of India Summit isn’t just another stuffy conference. It’s a powerhouse platform for brilliant minds – thought leaders, policymakers, and industry titans coming together to discuss and debate on the issues shaping our world. The idea behind curating summits like this is to spark meaningful conversations on issues that define our future. From climate change to economic disruption, no topic is off-limits. Forget theory, we bring real-world experience to the table. Our speakers empower you with actionable insights that can make a difference. It’s a nexus where connections are made, visions are refined, and agendas are set.
For ABP Network, these summits aren’t just about discourse; they’re about shaping narratives. They fuel our editorial drive and guide our strategic direction. By participating in such forums, we don’t just exchange ideas; we enrich our understanding, fortify our coverage, and drive our programming decisions.
But it’s not just about us; it’s about the brands that believe in us. The Ideas of India Summit isn’t just a stage; it’s a spotlight for our partners. It’s where their message resonates, where their brand shines. Sponsors flock to us because they know this platform isn’t just another event; it’s a testament to credibility, influence, and impact.
In the media landscape, events like Ideas of India aren’t just milestones; they’re monuments. They elevate our reputation, amplify our voice, and solidify our position as industry leaders. It also helps in revenue generation. They’re not just about buzz; they’re about building legacies. So, when we say events like the Ideas of India Summit are crucial, we’re not just making a statement; we’re making history.
