Mazhavil Manorama and Manorama News have emerged as leading players in Kerala’s media landscape, showcasing remarkable growth and innovation. Mazhavil Manorama, the general entertainment channel (GEC), has captivated audiences with its high-quality non-fiction content and popular shows that resonate deeply with viewers. Meanwhile, Manorama News has established itself as a trusted news source, known for its comprehensive coverage and technological advancements. Both channels, under the umbrella of MMTV, have adeptly navigated the evolving media environment, leveraging digital platforms to expand their reach and engagement.
In an exclusive interaction with MediaNews4U, PR Satheesh, the CEO of MMTV delves deep into the strategy behind the success of the regional broadcast network and his future plans:
Q) The general election 2024 was held in Kerala on April 26th. How was the trend in terms of viewership and revenue growth during the period?
During the 2024 general election in Kerala, which took place on April 26th, there was a notable increase in the viewership of news channels. This spike in viewership is common during election seasons, as audiences are drawn to the extensive coverage and special programming dedicated to the elections. Our channels experienced a significant surge in viewership during this period, aligning with this established trend. In addition to the heightened interest driven by the election coverage, revenue also showed a marked increase. This positive revenue trajectory was not solely attributable to the election but was also bolstered by the coinciding festivals of Eid and Vishu, which occurred in April. These festivals traditionally stimulate consumer spending and advertising, contributing to the overall revenue growth observed during this time.
Q) Can you talk about the channel’s content strategy for pre and post Lok Sabha polls – Counting etc?
Our channel’s content strategy for the periods before and after the Lok Sabha elections was meticulously planned to ensure comprehensive and engaging coverage. We began our election-related programming in December 2023 with a series aimed at gauging public sentiment toward various political parties. This initial phase set the stage for deeper engagement with our audience. In March, we conducted an extensive opinion poll to capture the evolving political landscape and planned an exit poll to follow up with voters’ decisions on election day. To add a dynamic element to our coverage, we produced several special programs. One of the highlights was ‘Vottu Vandi,’ where our lead anchors traveled from Kasargodto Thiruvananthapuram, providing on-the-ground reports and interacting with voters across different regions. This program aimed to offer a comprehensive view of the political climate across the state. In a significant technological advancement, Manorama News introduced the country’s first ‘Infinity Set,’ featuring the most advanced AR/VR technology with multi-camera tracking. Launched in early April, this innovative setup enhanced our election coverage by providing immersive and visually striking presentations, a first for any news channel in India. To complement these content innovations, we also revamped the channel’s aesthetic appeal. This included a refreshed visual design and updated graphics to ensure a modern and engaging viewer experience. This comprehensive approach ensured that we provided our viewers with thorough, engaging, and technologically advanced election coverage from start to finish.
Q) As there is a shift in TV viewership pattern, how is Manorama News leveraging digital platforms to reach and connect with younger audiences? What is the share of TV vs Digital in terms of audience engagement and revenue?
With the shift in TV viewership patterns, Manorama News is strategically leveraging digital platforms to connect with younger audiences. While we have not observed a decline in TV viewership for news consumption in Kerala, there is a slight shift within the entertainment genre.
Audiences are increasingly consuming content via connected TVs, social platforms, and OTT services. This trend suggests that cumulative viewership across these digital platforms now surpasses what TV alone previously captured.
In terms of digital presence, we have been proactive. The Manorama News app and website have been engaging with our audiences for over 10 years now Additionally, we launched ManoramaMax, an OTT platform that offers content from Manorama News, Mazhavil Manorama, and original productions and movies in 2019. We lead significantly in viewership metrics on social media and YouTube, reflecting our strong digital engagement. While traditional TV viewership remains strong, especially for news, the growth in digital engagement is substantial. This dual approach ensures we cater to a broad audience spectrum, maximizing both engagement and revenue across platforms.
Q) In the wake of growing concerns about media ethics and accountability, what initiatives is Manorama News undertaking to uphold journalistic integrity and ethical standards?
In light of increasing concerns about media ethics and accountability, Manorama News is steadfast in upholding journalistic integrity and ethical standards. These principles have always been paramount for the Manorama group, guiding every aspect of our operations. Every piece of content broadcast on our television or digital platforms undergoes a rigorous selection and monitoring process. This ensures that all information we present is accurate, fair, and impartial.. By Implementing these stringent measures, Manorama News consistently delivers credible and reliable news to our audience, reinforcing our commitment to ethical journalism.
Q) Could you share insights into the programming strategy of Mazhavil Manorama, your GEC channel, and how it resonates with the preferences of viewers in today’s competitive TV landscape?
Mazhavil Manorama’s programming strategy is meticulously designed to align with viewer preferences in today’s competitive TV landscape. Our consistent delivery of high-quality non-fiction content is a cornerstone of our approach. We feature on-ground events intellectual properties (IPs) such as the Mazhavil Entertainment Awards, music awards and Comedy Awards, which draw significant viewership. Additionally, popular programs like Udan Panam, Oru Chiri Bumper Chiri, and Marimayam— a satire show that has been running for 12 years—are iconic to Mazhavil Manorama and have a loyal audience.
Our fiction shows also perform exceedingly well, striking a balance between fiction and non-fiction programming. This diverse mix ensures we cater to varied viewer tastes, maintaining strong engagement across different demographics. Furthermore, during festive periods, we present major events that resonate with our audience, enhancing our programming appeal. Beyond entertainment, we engage viewers through significant annual events and initiatives.. Overall, Mazhavil Manorama’s programming strategy is comprehensive, offering a well-rounded mix of high-quality content that resonates with viewers, ensuring our continued success in a competitive market.
Q) TRAI has proposed multiple measurement agencies for broadcast ratings, do you think such a scenario will benefit broadcasters?
While multiple measurement currencies have existed historically, from our perspective, a single rating mechanism is essential. A single rating system provides a unified, standardized metric that is vital for consistency and transparency. Multiple measurement agencies could lead to discrepancies, confusion, and a lack of trust in the ratings. This unified approach ensures that all stakeholders—advertisers, broadcasters, and viewers—can rely on a consistent and credible source of information. Therefore, while the concept of multiple measurement agencies might offer a broader perspective, we believe a single rating mechanism is crucial for maintaining integrity and confidence in broadcast ratings.
Q) Can you share insights into the growth and performance of Manorama Max, your OTT platform, including metrics such as downloads, active users, and paid subscribers? How do you see it growing?
ManoramaMax, our OTT platform, is experiencing continuous and organic growth with a robust user base. This growth is reflected in several key metrics such as downloads, active users, and paid subscribers. We have seen a consistent increase in downloads, indicating a growing interest in our platform. The number of active users has been rising steadily, demonstrating strong engagement and regular use of our content. The number of paid subscribers has been growing, reflecting the value users find in our premium content offerings. To enhance our reach and accessibility, we have established multiple strategic partnerships. These include collaborations with major platforms such as Amazon Prime, Vi, and Airtel. Additionally, our platform is available on OTT Play, which further broadens our distribution network.
Looking ahead, we plan to expand our offerings by adding more original content and movies in the coming months. This will cater to diverse viewer preferences and enhance the overall user experience. We are also exploring additional partnerships to extend our reach and provide more value to our users. The future growth of ManoramaMax looks promising. Our focus on content diversification, technological enhancement, and strategic partnerships positions us well to meet the increasing demand for high-quality OTT content. By staying attuned to viewer preferences and industry trends, we aim to solidify ManoramaMax’s position as the premier OTT platform for Malayalam language content.
