Event Coverage
Focussed channels: Oh what a life!
MUMBAI: In a cable TV market that is starved for bandwidth, in which even general enetrtainment channels are finding it difficult to keep their heads above water, do niche channels have a future? What kind of a future? And, how do they derive maximum value out of their programming content?
These were some of the questions that the panel on niche channels — consisting of Turner Entertainment Networks Asia VP ad sales Soumitro Saha, Times Global Broadcasting Co Ltd business head Sunil Lulla, Spatial Access founder Meenakshi Madhvani, and Lodestar Media head Nandini Dias — tried to get answers to at the India TV Summit here today.
And, the verdict was, well, they have a very good future. Only that they objected to being called niche channels. They prefer being called `focused channels.’
The panel agreed that focused channels are good vehicle to reach. Adding further to this Madhvani adds that Discovery channel touched the rooftop when dubbed in Hindi and language feed does translate into ratings.
Responding to a question on the glut of news channels, Lulla counter-punched , “More news is good news! Eight news channels are around but Times Now will find its space in the cable TV sun as it is being designed to focus at an affluent segment.”
Saha added that Cartoon Network very successfully sells itself not based on day parts but on programming specific slots. “We are actually addressing 35 per cent of India’s populace which also serves as a very effective targeted vehicle for advertisers.”
Both Dias and Madhvani nodded in agreement adding that “channels such as Cartoon and news channels can actually be more expensive in terms of absolute costs, but turn out to be cheaper on account of the clear focused audiences that they deliver. “Our clients know that there are some null GRPs which are delivered but they are willing to invest in the environment and audiences they provide.”
Added Lodestar vice president Dias: “General entertainment channels (GEC) share has dipped, on the other hand the channel share of niche channels has been inching northwards. Higher channel share of niche channels means that they can demand a price. “
Lulla added that carriage fees are a reality. “In the retail sector, consumer goods companies pay for shelf space. So why is it a big thing if channels have to pay for space on cable TV networks. Content providers have to understand that like marketing, advertising, content creation costs, even carriage fees have to be factored in to business plans.”
He pointed out that focused channels are going to benefit from the increase in peoplemeters that TAM is expected to put in place by next year. “It is going to show us in better light, it can only benefit us. ” He added that industry should stop its TAM-bashing as it is the currency and the only barometer that they have currently.
According to the panelists, the various windows of distribution – whether it is DTH or cable or broadband – are only going to enhance revenues for the niche channels.
On the point of localization in terms of languages, the entire panel was unanimous that it has only helped channels such as Cartoon Network and Discovery, as cartoons and educational programmes led to new viewers as cartoons are language neutral – as are educational programmes.
Madhvani pointed out that Discovery channel’s ratings touched the rooftop when it launched a Hindi feed.
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.
