Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by. Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.

With data compiled from all over the Indian subcontinent, spanning more than 28 states and seven Union territories, the guide is an all-inclusive take on the Indian media industry and players.

Lintas Media Group director media services Lynn de Souza said, "Media closed 2005 on a happy note and 2006 promised to be an optimistic year. The total advertising media spends showed a growth of 15 per cent reaching a figure of Rs 159.41 billion. While print continued to hold more than 57 per cent of the total media spends, radio, as a means of advertising saw an increase in the ad spends. Cinema, outdoor, and internet on the other hand capitalised on innovations. In many ways, 2006 will be a year that we can all excitedly look forward to."

The total media expenditure mix for 2005 was that of Rs 159.41 billion over 2004‘s Rs 120.71 billion, of which press saw a growth of 14 per cent over 2004 with an expenditure of Rs 90.64 billion in 2005. Internet saw a growth of 35 per cent with its media expenditure standing at Rs 1 billion in 2005 over Rs 740 million in 2004. Radio and Outdoor medium saw a growth of 25 per cent each, with outdoor at Rs 8.55 billion and radio standing at Rs 3.75 billion. All in all, an overall growth of 15 per cent was witnessed in 2005 across all media.

Of the total Rs 159.41 billion media expenditure in 2005, press share comprised 56.9 per cent, television was 34.7 per cent, outdoor was 5.4 per cent, radio was 2.3 per cent and internet was 0.6 per cent.

In the first of the series, we take a look at what the Television scenario in 2005 was like.

Television spends showed a 20 per cent increase to Rs 55.26 billion in 2005 as compared to 2004‘s Rs 46.08 billion. While cable and satellite channels contributed significantly to this growth, DD terrestrial channels too clocked a healthy growth figure. What has fuelled this growth is the sharing of cricket rights and the increasing need for the advertiser to reach smaller towns.

Television not only saw a continued increase in the number of channels but also in ad spends. TV spends increased by news channels, kids channels, niche entertainment channels, continued to add to the existing channel bouquets.

Not only TV software but immense progress was seen in the TV delivery systems. DTH, IPTV, digital cable, CAS - all have become a feasible reality now limited only by the government stipulations.

The Lintas Media Guide mentions that these developments promise to aid faster penetration of satellite channels to the hinterlands and at the same time will enable providing a richer and interactive viewing experience for the upper town populace.

DTH, on the other hand, too became a reality with DD Direct and Zee‘s Dishtv stepping on the pedal to make available their services to small town and rural areas. Now with the impending launch of the Tata Sky DTH platform, this space will gain further impetus.

On the programming front, as family dramas lost some charm, multiple offerings amongst news, kids and niche entertainment channels brightened the choice for the viewers. However, there was no respite in the rate at which new channels are being added to the current bouquets from the earlier years.

According to the Lintas Media Guide 2006, the emergence of niche genres and their success in capturing the interest of the evolving TV audiences has affected the share of the general entertainment genre.

Advertising avoidance is a globally recognized issue and broadcasters, advertisers and media agencies are all aware of it. However, with TV still being the most suitable media for various brands, there is a spurt in the efforts to go beyond the 30 second commercial. Content creation, in-program placements, integration with ground activities and creating interactivity are some of the different ways in which the advertisers are trying to get the TV viewer exposed to the brand messages.

The Guide also mentions that there have been feeble or no attempts by the broadcasters to reduce ad-clutter. Unless DTH, CAS and other addressable systems append to the subscription revenue of the advertisers, the ad clutter is set to increase. The ad-clutter (of an average ads seen by any TV viewer per week) stands at 313 ads per week and shows an increase of eight per cent over last year.

Apart from that, TV research also continued to be a matter of hot debate and AMap, the new entrant in the industry steadily but surely managed to set up a formidable TV measurement panel aiming to be far bigger in sample size than the existing TAM panel. The year 2006 will have TAM and AMap waging an even more pronounced battle of ratings, says the Guide.

The research users expect a larger sample size, more description variables and faster reporting among other improvements in the research system. This year will be the year to see how Tam responds to the competitive challenge and how the TV measurement system in India develops.

According to Lintas Media estimates based on indicative market costs, the top category of advertisers on TV in 2004 - 2005 are as shown below:

According to Lintas Media estimates based on indicative market costs, the top advertisers on TV in 2004 - 2005 are as shown below:

According to Ficci, television advertising pie is set to increase its share to 51 per cent by 2010 and a lot of this growth is expected through subscription and content syndication amongst other things.

"We look forward to 2006 as the year for TV to re-orient itself in the areas of multiple delivery platforms, maturing of the niche genres, innovation in advertising and improved TV research," says the Guide.

Stay tuned for the next in the series...