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‘FTA will give eyeballs, pay will provide stickiness’
MUMBAI: The free to air channels will provide the eyeballs and the pay channels will provide stickiness. These words by TV Today’s Aaj Tak CEO G Krishnan summed up the discussions during the session on “FTA channels: Will they see a massive jump in ad revenues?” at The National CAS Media Summit 2003 organised by indiantelevision.com at Mumbai’s Hyatt Regency Hotel on 4 July 2003.
The general consensus was that FTA channels will gain initially during the rollout of CAS and ad rates of these channels might go up even as advertisers take cognizance of their increased viewership.
Indiantelevision.com CEO Anil Wanvari moderated the session that was attended by Lodestar Media executive director Shashi Sinha; SABTNL president (sales) Kanta Advani; Doordarshan Mumbai DG Mukesh Sharma; TV Today Netowrk-owned Aaj Tak CEO G Krishnan and Euro RSCG’s media independent Media Planning Group president Sandip Tarkas.
Here, we present some excerpts from the discussions.
Media Planning Group president Sandip Tarkas
Post-CAS disruption is bound to happen as experimentation by the consumer increases. TV viewing habits will not change. People will continue to long for their favourite channels by sheer force of habit formed through the previous decade.
Advertisers haven’t called or any postponements in their spends as yet.
Lodestar Media executive vice president Shashi Sinha
To segregate audiences into FTA or pay TV audiences will be misleading.
Media planners and buyers have to look at genres and examine whether they are exploiting them to reach the desired objective.
One has to take a long term view or perspective as the short term glitches are understandable. The next six months should be treated as aberrations or glitches but the fraternity has to set sights on the long term impacts. The interim period should be used as a learning process.
The print media will definitely gain in the short term.
TV Today CEO G Krishnan
Viewership habits will become normal after the transition phase subsides.
However, one cannot expect any drastic increases in the advertising shift to FTA channels or a drastic reduction in that of pay channels – given the current scenario and uncertainty about CAS implementation.
At the most, clients will postpone signing annual deals and will take a short term perspective.
The distinction has not yet been made clear to the consumer. The uncertainty will compound the problems.
The FTA channels will provide eyeballs; pay channels will provide stickiness.
Pay channels will increasingly depend on subscription revenues and will divert their attention from ad revenues in the long term.
However, I don’t see the need for FTA channels to hike their rates. The important thing is to bring more transparency in the rate structure.
All the channels have an annual financial and business plan and the management won’t look at short term measures to increase revenues by using drastic measures such as immediate rate hikes in the initial phase of CAS implementation. News channels will have to look at “event of the day” to entice viewers.
Doordarshan DG Mukesh Sharma
Regional terrestrial channels will emerge out of the shadows to become strong contenders for the ad pie. After all, their audience shares are comparable to the mass entertainment channels.
Three main categories will emerge – FTA, pay premium and pay popular. However, there will be a need for regulating software in addition to hardware. People will watch the DD channels as they won’t have much of a choice.
The public broadcaster will gear up and invest in quality content.
The national broadcaster’s rates are due to revision now (C&S channels have been raising rates quite often) and we shall increase them at an appropriate time in the near future.
SABTNL president (sales) Kanta Advani
It is definite that advertisers will chase viewership. The viewership of those channels that are available (FTA channels) will definitely see a surge.
Planners and buyers will have to take cognizance of this increase in viewership of FTA channels.
It is possible that those FTA channels that have more viewers might increase their ad rates and advertisers will have to pay a premium. However, the spike will be dictated by market realities – it cannot be unrealistic.
Several mass entertainment FTA channels have recently taken initiatives to upgrade their content but this is not due to CAS. Such initiatives are part of an ongoing process based on consumer feedback and demand. Every channel tries to retain its market share and increase the same – such initiatives are part of a never ending process.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
