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TV viewers in Europe not averse to short ads if content is free: research
NEW DELHI: This is something that could bring some cheer to the Indian television news channels fighting to remove any cap on advertising.
A study by a British research firm in the United Kingdom, France and Germany has shown that over four in ten people say they expect advertising if the content is free.
Another 12 per cent reported ‘there’s nothing wrong with ads’ and some respondents even said they enjoyed ads.
Brightcove commissioned Vanson Bourne to interview around 4000 viewers last month on the same.
When asked for their opinion on the current state of advertising, 41 per cent of respondents cited advertising as a ‘nuisance’, but many were realistic about the necessity of ads. However, 39 per cent of viewers wanted the ads to be shorter, another 31 per cent wanted to be able to fast-forward through them and one in ten said they should be more targeted.
Based on this research, to really ensure optimal ad engagement, broadcasters need to be mindful of the type of advertising they are serving to the type of audience who is viewing it, taking extra care to consider the length of the ad in relation to the content itself and the relevancy of that ad to the content being consumed.
The study also showed that with new types of video services competing for viewers’ time, traditional players must respond to survive, according to Brightcove mobile business marketing director Tracy Williams.
The study showed that viewers remain markedly loyal to traditional television and rank it very important to their lives; cross-platform services are a near requirement as four in ten viewers watch on multiple screens; online video content is being viewed throughout the day, including in the morning; and viewers are surprisingly realistic about the role of ads, particularly when in exchange for free content.
Expectations are extremely high and broadcasters serve disparate audiences, grouped in this report into four notable segments. In fact, more than seven in ten (71 per cent) of European viewers surveyed said there is still a lot of room for improvement across content choices.
More than half (51 per cent) of the viewers said that television is either important or really important to their life and over two-thirds (67 per cent) of respondents described themselves as loyal watchers of television programmes. Around 24 per cent said they are ‘hugely passionate’ about TV.
Thus, while television is still important for European audiences, technical innovation is altering how they consume broadcast content. Moving from the choice of just a few channels in the 1950s and 60s, through to satellite and later digital TV, viewers can now pick from a huge range of live channels and on-demand content (both linear or online) and watch what they want, where they want and whenever they want.
About 75 per cent viewers prefer PC or laptops, over a third are now using mobile (33 per cent) and around 34 per cent use tablets to view video content, highlighting the continued need for high-quality cross-platform services.
Content owners who do not invest in delivering the complete service that viewers expect risk low adoption rates and loyalty to their services. Four in ten (41 per cent) European viewers use more than one screen when watching video content. This consumer behaviour adds both an opportunity and a risk for broadcasters – an opportunity to create interactions across both screens (through social channels, for example), and a risk through added competition for attention from the second screen.
The study also indicated that online video content is now being consumed round the clock.. On average, the evening period is still peak time with over half (55 per cent) of all viewing taking place then. However, daytime (24 per cent), overnight (15 per cent) and morning (six per cent) viewing are catching up.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
