With the lockdown 2.zero in impact, youngsters are cooped in the home all day for the previous month. This has resulted in a viewership spike for teenagers channels on tv. As per the most recent Broadcast Viewers Analysis Council (BARC) report, children channels have posted a 39% bounce in viewership. To satisfy this ever-growing demand for teenagers content material, broadcasters are adopting new methods from launching new reveals, shifting their content material to the digital platform to forming strategic partnerships. “Below regular circumstances, this is able to anyway be the time when children would begin with their holidays as exams throughout the nation can be over. With lockdown in impact, it turns into a fantastic scenario for corporations to give you choices which can be tailored for teenagers,” Aparna Acharekar, programming head, ZEE5 India, mentioned.
Additional, in an effort to leverage the spike in viewership on Doordarshan because of the telecast of Ramayan and Mahabharat, WarnerMedia owned Cartoon Community not too long ago entered right into a strategic partnership with Prasar Bharati. As per the association, Doordarshan will simulcast Chota Bheem. “These are difficult occasions and we imagine that POGO’s fun-filled, relatable content material will maintain children engaged and entertained. The settlement ensures that an excellent bigger variety of younger viewers throughout the nation will be capable of take pleasure in ‘Chhota Bheem’, certainly one of our most distinguished reveals,” Siddharth Jain, MD, WarnerMedia Leisure Networks in South Asia mentioned. Moreover, the broadcaster has rolled out a collection of latest reveals equivalent to Chhota Bheem Kungfu Dhamaka and Bandbudh aur Budbak forward of schedule. These reveals have been meant to be launched in Might. Equally, Disney Channel has rolled out new collection equivalent to Guddu, Bapu and Gadget Guru Ganesha as summer time releases.
Nonetheless, the surge in viewership is but to translate into promoting income. Actually, information from TAM Media Analysis reveals general quantity of promoting has dropped 12% between January to April 2020 when in comparison with the identical interval final yr. “It’s an unprecedented scenario and on this market, it isn’t straightforward for any media platform to monetise their platform,” Anand Chakravarthy, managing director, Essence, mentioned.
The TV trade reported a 6.4% development in promoting income in 2019 to achieve Rs 32,000, Ficci-EY report, revealed. Of this, children channels account for five% that’s Rs 1,600 crore of the advert quantity. In accordance with trade estimates, the price of a ten-second advert spot on children channels equivalent to Nick, Disney, amongst others ranges between Rs 3,000 – Rs 3,500 throughout prime time that’s between eight pm – 10 pm. Apparently, there was no change in advert charges for teenagers channels for essentially the most half. Nonetheless, some channels are providing a reduction of 10%. That is primarily as a result of the truth that FMCG gamers are the primary advertisers on children channels. But, as per the TAM information, solely 136 manufacturers marketed on children channels in April 2020 versus January 2020 (pre-covid interval) the place 251 manufacturers have been promoting.
Taking the word of the viewership surge on tv, over-the-top streaming platforms have additionally upped their recreation relating to children content material. From ZEE5 launching a devoted children phase, ZEE5 Children without cost, to Disney+Hotstar providing Disney+ content material along with commissioning new episodes of current content material. Subscription-based video on demand (SVOD) platform VOOT Children claims to have seen a six occasions rise in each day subscription addition within the month of March over the pre-lockdown interval. “Lockdown has supplied us with a further increase in viewership. The variety of viewers registering on our platform each day, with none advertising and marketing, has gone up by 50% versus pre-lockdown interval,” Saugato Bhowmik, enterprise head, VOOT Children, mentioned.
Nonetheless, Chakravarthy believes that OTT platforms and tv can’t be in contrast relating to viewership predominantly as a result of on TV, not simply the youngsters but in addition the dad and mom are watching the content material, thereby leading to co-viewing the content material. Moreover, subscriber addition on streaming platforms is anticipated to normalise publish the lockdown ends and issues begin to get regular once more, nonetheless at a decreased buyer acquisition expense. As per the trade estimates, at current, many of the OTT platforms are operationally viable as a result of an amazing discount in buyer acquisition value and different advertising and marketing bills.