MAM
TV eats into ad shares of radio, print in South India: TAM
MUMBAI: TAM Media Research – a joint venture between global media research organisations, Nielsen and Kantar has released the very first and one-of-its-kind, comprehensive go-to-market AdEx study for South India. ‘The Southside Story 2018’ shows a sharp increase in the advertising potential in the southern market as media outlets are growing at an exponential rate. One third of all India advertisers are spending in the southern market.
The year 2018 was dominated by television followed by radio FM in the share of advertising. The advertising pie (in terms of ad insertions) had 79 per cent share of television and 16 per cent share of radio. In terms of ad insertions, print ranked last with a low 4 per cent share.
The report shared, “The number of TV Channels has increased by 45 per cent (2014: 137 to 2018: 199). Year 2018 had over 66,000+ advertisers/ 86,000+ brands advertising across 690+ categories in TV, print and radio.”
The sectoral analysis within the report reveals that personal care is the highest contributor to the advertisements on south Indian TV, the services sector is focusing majorly on the radio, and the auto sector advertises the most on print. The top 10 common advertisers contributed 25 per cent of ad insertion share in the Southern market during the year 2018, whereas from 2014-17 it was 33 per cent.
The state-wise details for the period between 2014 and 2018 reveal that the share of ad insertions on Andhra Pradesh was dominated by television, which stood at 70-78 per cent. Television ruled the ad shares in Karnataka as well, with insertions ranging from 67-77 per cent, which also substantially ate into the pie of radio and print.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
