Kannada News and Infotainment space has seen a major transformation after the entry of players like TV9 Kannada, Public TV, Suvarna News and BTV News as they have revolutionized the market with the new age pattern of News dissemination. While it has almost reached its peak with the number of players reaching double digit, the market is still abuzz with number of additions and omissions. Yes, while the leading Telugu News channel TV5 is planning to launch TV5 Kannada on its 10th anniversary in October 2017, the same month is likely to witness Udaya News from Sun TV Network seizing its operation.
Understanding of the genre :
- Kannada GRPs : 2700 (2015 – 16)
NEWS genre is 9.6 % of total Kannada GRPs ,Genre share had dropped by 4% relative to previous year, TV9 the genre leader (2.5 times bigger than the nearest competitor in 2015/16)
- Kannada GRPs : 2900 (2016 – 17)
The news genre has grown to 12.6% ,TV9 the genre leader has not lost but the growth of Public TV has narrowed down the gap .However the gap is significant enough to accommodate another player.
- TV9 Kannada: Launch Year – 2007
Associated Broadcasting Corporation Ltd that has footprints in Karnataka, Gujarat, Andhrapradesh, Telangana and Maharashtra respectively.TV9 Kannada was launched in November 2007, where it revolutionized the Kannada News space that was very passive till then. Udaya News was the only first Private Satellite Channel. Uniqueness: Fast, Aggressive, Dynamic News. It was the first channel in Karnataka to send OB/DSNG Vans for News coverage’s and also cover social issues ‘live’ in Karnataka and sensationalize the same. Its unique programs like Ladies Club and HeeguUnte became so popular, where celebrities, politicians and others became a regular in its guest list, it has its own style of scripting and presentation.It borrowed all the strategies from TV 9 Telugu and became very successful. Even after 8 Years of its launch, it continues to lead the News space in Karnataka.
- Public TV: Launch Year 2012
Uniqueness: The team that did the re-launch of Suvarna News in 2010 was the brain behind launch of Public TV. A famous face that took Suvarna. News to new heights with his unique style, approach, speech made big news and was instrumental in taking the channel to new heights in a short span of time. The time spent and stickiness has reached them here.
Limitation: Excessive On-screen dependence of its News chief is big drawback as the ratings are generated if and only if his programs are on air and other programs nosedive in his onscreen absence, strength is also its weakness.
Post Cauvery agitation wide coverage from the channel has become undisputed No. 2 and a challenger to the leader. The gap between two and three is increasing for last eight weeks (exhaustive coverage of demonetisation)
- Suvarna News: Launch Year 2008
It belongs to the media conglomerate Asianet News Network Private Limited that runs Malayalam News channels Asianet News, Kannada Prabha and also a Radio FM Channel Radio Indigo.
Uniqueness: Reliable News, Good Back Ground Score, In-depth News Analysis, very wide network of reporters all over India. It became a saving grace for many viewers, who were forced to accept News from TV9. People wanted a simple, fast News Bulletins, crime and cinema content away from exaggeration and it capitalized the same and enjoyed a clear second position till recently.. It has a bureau in Delhi, making it only the second News channel to do so after TV9. Despite a head start they have ground in the market due to frequent editorial changes, top management and inconsistent content packaging.
- BTV News: Launch Year 2014
Filled with ex TV 9 employees explains similar look and feel to that of TV 9, headed by Mr. Kumar (journalist) Unique below the Line Ad campaigns making it to reach the viewer, Exclusive sting operations on corrupt officials and Ruling Party Ministers helped it to reach a substantial GRPs. It is stagnated in the distant 4th Position for a long time.
Limitations: Too much coverage on Crime, Debates and Sting Operations branded it to be a channel of only viewers interested in Crime and Politics.
- ETV Kannada News: Launch Year 2014
Began with penetration issues and recovered slower than expectation.
Uniqueness: All India Network and All over India Bureaus across 11 Indian States making it the strongest Network Bureau wise in the Kannada. scenario. Good performance at the initial stage as many viewers saw it as the well established ETV News pedigree. (were very popular from 2000 to 2013)
Limitations: Slow approach.
Opportunity : Space for in depth coverage not completely utilised, presence in multiple markets can be used to target the cosmopolitan viewer.The recent development is that, Network 18 is directly involved in all business and strategic decisions. Expecting changes which will stabilise and aid growth.
- Samaya TV: Launch year 2010
It was the 4th News channel to be launched in Karnataka by Satish Sugars Limited. It’s plain, fair and authenticated news made it a household name from the start.
Uniqueness: Program Portfolio covering Krushi Samaya, Guri-Hegguri, Sakhi Samaya, and Namma Kale NammaBaduku took it to the viewers.
Limitations: Frequent change in managements led to the downfall of the channel. Recent improvement couldn’t be sustained due to wrong strategies and unprofessional interference.
- Raj News: Launch Year 2013
Uniqueness: Started with a good hype as it was led by a well-known face in the News scenario. It started off well as it’s another sister channel Raj Music was performing well till that time.
Limitation: Distribution issues, Lack of Quality in Transmission and Program has made the overall channel slump and has been a negligible channel in the competition.
. Udaya News:
It was the first 24 hour Satellite News Channel started in the year 2005/2006.
Uniqueness: Strong Network as it was from the stable of Sun Group. Exclusive Zero Hour Bulletins, Crime based Programs, Political panel discussions, Celebrity Interviews that was the first of its kind at that point of time.
Limitations: Non-Aggressive Approach, Obsolete and outdated content.
Network has decided to close down the news channel from there bouquet.
. Suddhi TV : Launch year 2016
From the recent trends market feed back likely to be the challenger brand and most likely to fight for a top position,Well know experienced editorial team with reputed anchors. Politically backed investors with a well know experienced editorial team and reputed anchors ready for the long haul. Failed to open and continue to draw flakes.
. Kasthuri 24×7 :
- Another from the political family, me too channel and nothing much to talk.
Since most of the news channels promoted by politicians are real estate group It does not make any business proposition due to the lack of vision and professionalism. I conclude saying four more to come is there a space for news in Karnataka.
Uniqueness: Good Publicity Campaign that generated a good hype before Launch. Test signal was quite colorful. Poor packaging has led to “another me too” like News channel experience.
Limitations: Lacks distinctive content and uniqueness. It’s a shadow of many other News channels.
Like always, I keep saying Innovate don’t Renovate to revive the brand / product.
Author: gvk (GV Krishnamurthy) write: firstname.lastname@example.org tweet: @gvk_murthy
Story teller / broadcast, digital, content management and brand consultant.