News Broadcasting
Advertisers demand good news on TV
Mumbai: 2020 was a tough year for industries across the board, including media and entertainment.
Most observers believed that television news would be immune to the killing nature of the novel corona virus. After all anxious TV news viewers were following minute-by-minute updates about Covid2019’s life threatening rampage and the scores of carcases that were piling up in hospital mortuaries or cemeteries and the by banks of the Ganges – in the virus’ wake. However, this quest for covid2019 updates died soon thereafter as depressed and disturbed TV watchers wanted some better tidings. But that was not to be: controversy after controversy made the top news on daily bulletins 24×7. Net result: viewership of news TV went down south, as did advertising.
Freedom of expression is a cherished and valued fundamental right. Yet, certain news media outlets have often wielded it to cast aspersions, and run media trials and ended up portraying the accused as guilty, thus irking TV viewers even more. Then there are the high-decibel studio debates, which often end up with no conclusion except for some attention-grabbing visuals.
Many a commentator, politician, socialite and influencer bemoan the dumbing down and degradation of TV news. As do a section of viewers. Listen to what eye comfort and eyewear ecomm fim Lenskart, media head, Anupam Tripathi. has to say.
“Negative programming on news channels is bound to affect a certain set of audience that is niche or more mature to an extent.”
Berger Paints India, general manager – marketing, Sudhir Nair agrees that that the overly dramatised content catalysed viewers to cut down on TV news during the pandemic, and it was the lack of new content that actually made them switch to digital and social media outlets for the latest.
So what is the way out? One way out is to present developments in a positive way, talk about the good that is going on in society and government, focus on how life is getting better, not worse, points out Tripathi.
“Unlike the DD days when everyone in the family was glued to a television set for any form of content, the younger lot now has the option to switch to another screen. So if the news channels do not take up the challenge of making their programming more positive and interesting, they might lose this audience. It is important to remember that today the competition is not with other genres, it’s with every other device that is selling news,” adds Tripathi.
Nair goes as far as to say that it’s about time that the TV news sector reinvents its programming and the way it approaches news stories. “it would be great if we could see more positive and inspiring stories,” he adds.
According to most marketers, a news channel must also bear in mind that it too is a brand which has to take care of its goodwill and credibility and provide a safe environment for TV commercials. In the past there have been examples where advertisers have either individually or collectively announced that they would refrain from advertising on channels that got into unnecessary controversies. Hence the importance of responsible programming.
Hence, says a marketer, that it’s interesting that some news networks have announced that the new offerings from their stable will present news through a positive lens, not just a critical, doubting one. Droom CMO Mohit Ahuja welcomes this trend, adding that “news media is among the top three advertising mediums because of its high reach and affinity among our target group.”
That should be good news for those who are coming up with channels offering good news.
News Broadcasting
GenNext takes charge as Network18 reshuffles leadership
With Avinash Kaul bowing out, Network18 hands reins to younger leaders, streamlines operations, and pushes data-driven growth across TV, digital and regional markets
MUMBAI: Network18 is redrawing its leadership map just as a long-time lieutenant bows out. Avinash Kaul, a central figure in the broadcaster’s rise since 2014, is leaving after 12 years to pursue “professional and personal goals”, triggering a broad-based reshuffle that puts a younger cohort directly under the top brass.
Kaul joined at a pivotal moment during the company’s transition and went on to scale the television business, combining strategic nous with data-led decision-making and a sharp read of the news landscape. “Avinash has been an integral part of the Network18 story,” the company said, thanking him for his leadership of the broadcast business and wishing him the best for the future.
In his wake, Network18 is betting on what it calls a “young and restless” leadership bench. “The team has taken charge and proved its mettle in quite adverse circumstances,” the note said, adding that “GenNext has seamlessly stepped in as we continue to outperform our peers.”
Operationally, the structure is being flattened. Smriti Mehra, S Shivakumar and Mitul Sangani will work directly with the top leadership, as they did in the fourth quarter. Ganesh Iyer and Abhinay Chauhan continue in their existing roles, while younger executives are being handed wider mandates across social, digital, connected TV and linear.
The reporting lines are being tightened to drive revenue and product momentum. Prabhat Chatterjee, business head–Forbes, and Arun Thapar, president–content and communication for AETN-18, will report to Smriti Mehra, alongside Mallika Nath Handa, who will lead special projects spanning new shows and non-linear properties. Jayesh Gokalgandhi, CFO for AETN-18, will report to Ramesh Damani.
Mitul Sangani will oversee expansion in Hindi and regional markets, with Sidharth Newatia, CRO–ILC, focusing on reach and revenue growth, particularly in tier-II and III markets. Pankaj Soni, head of marketing–ILC, will also report to Sangani while working functionally with Ganesh Iyer.
The group is also consolidating its branded content play. Moneycontrol’s branded content business will be folded into News18 Studio, with Don Zarrar moving to work with Shivakumar while continuing to lead existing studio and Focus teams.
International and platform growth are being bundled together. Pranav Bakshi takes on additional charge of the international business alongside connected TV and social platforms, with Naveen Mathur, who leads revenue management for the international unit, reporting to him. Bakshi continues to report to Puneet Singhvi.
On the technology and operations side, Rajesh Sharma, head of broadcast technology and IT; Rahul Singh, head of events and technical operations; and Bhupender Bhardwaj, head of IT security, will now report to Singhvi. Darshil Parekh, head of sales strategy, planning and operations, will work directly with Ramesh Damani and the top leadership, with Stanley Cyril, who manages digital sales operations, reporting to him.
Data is being pushed to the centre of decision-making. Jitamitra Mohanty, who leads research and analytics, will now work with Santosh Menon to turn audience data into “actionable insights that drive content strategy, product innovation and sustainable viewership growth”.
The message is clear: fewer layers, faster calls, sharper bets. With Kaul’s exit closing one chapter, Network18 is handing the wheel to a younger crew and doubling down on scale across screens. The race, it signals, will be run at full tilt.
