Event Coverage
IDOS 2014: Niche content to play a critical role in digitised era
KOLKATA: With more consumers looking at content tailor-made for them and with TV consumption growing on multiple screens, niche content is likely to work as a pivotal differentiator in a digital universe. The viewership for special content has grown substantially, and with digitisation at a growing trajectory in the country, broadcasters with niche channels bet on the growth.
Speaking at a session titled ‘Specialised content and channels in the digital ecosystem’, at IDOS 2014, FoodFood CEO SK Raj Barua said, “TV penetration has reached the masses and the lifestyle category is improving. I think there is a lot of opportunity in terms of capacity in the next phases of digitisation. We see a great opportunity for us. With new media on the rise, demand for food content has gone up by more than 200 per cent.”
On the other hand Insync founder and managing director Ratish Tagde, a classical music channel, said: “There is a huge demand for classical music and the audience is looking for Sufi music. When we talk about niche channel, it is all about content. The digital era is likely to monetise content. There are many new platforms and niche content has a good future.”
Apart from FoodFood and Insync, A+E Networks is also slowly growing its footprint in the country. A+E Networks APAC VP sales and operations Saugato Banerjee said that the ability to create local content is main for niche channels. He added that A+E Networks, that operates with Network 18 in India, can’t depend on advertising and sales for everything it does. “Growing audience share is our target and there is a lot of optimism here,” he said.
While Videocon d2h deputy CEO Rohit Jain said that one needs to look at niche channels from an economic point of view. “If any new channel is launched in the market, we have to have the whole push model so that the customer gets a chance to see the content first. Every channel has its own audience base,” he said.
While AsiaSat, that leads in the satellite broadcasting and telecommunications sector in Asia Pacific region, believes the same what Indian broadcasters feel about niche channels. AsiaSat senior regional manager Paulus Chau said that the broadcasters are looking at launching more channels. “We are also looking at the opportunity because regulation is India is not simple,” he said.
Scripps Networks, a US-based media company, specialising in lifestyle content like food, home and travel categories, is evaluating its strategy in Asia and India. Scripps managing director APAC Derek Chang said that India is a huge market for the company as compared to other markets. He hinted that Scripps might look at the Indian market for launching its niche content related to lifestyle. “It could translate into partnerships. It depends on how we see the potential market. It has its own characteristics and challenges,” he said.
All the panelists agreed that niche content providers have to invest in the content and said the broadcasters have to understand that niche in India has various definitions considering the national and regional clients.
While talking about the challenges faced by the channels, Barua said that carriage fees have gone up. “In the process, the business model has to be slightly different. We do research for content creation for particular people,” he said.
Tagde however felt that the niche channels involve too much of research and investment. “We are struggling with the issues of technology like reaching out to people overseas. The content is owned by us and we have to invest in marketing too. There is a hope that we will get support from distributors,” Tagde said.
Niche channels are not cheap to create: tremendous funds are needed to do research, and programming teams to implement concepts for informative channels.
While the digital world is changing phenomenally, a bouquet of channels, with some mainstream entertainment channels and other niche channels, will soon adapt to the change.
Viewership will be segmented leading to an increase in the number of niche channels.
Going niche is the future of television as it helps to target specific viewers and in terms of revenue generation from advertisers, it is much more focused.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
