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Guest Column: Content is king, but is distribution still God?
A linear channel goes through multiple layers of distribution intermediaries on ground.
The resulting viewership entirely depends on the on-air and off-air status of the channel. The on-air includes the content, break pattern and on-air presentation, whereas the off-air hinges on the marketing and distribution ground connectivity of the channel. With the former being constant much of the linear channel’s performance depends on the latter.
The recent dip in the performance of the Asia Cup 2018 on Star Sports, great content coupled with the non-availability of Star channels across a major chunk of C&S homes (~52.6 million) in India, is a case in point. The Asia Cup 2108 was a great king (content) but governed by a poor God (distribution).
• 10 per cent drop vis a vis 2016 and an overall drop in audience of 54 million on Star Sports1
• 5 per cent drop vis a vis 2016 and an overall drop in audience of 24 million on Star Sports 2
The Asia Cup 2018 saw an overall drop of ~45 per cent in viewership compared to Asia Cup 2016, despite seeing a TV universe growth from 168 million to 195million according to Chrome DM’s recently concluded SES survey (Sep 2018).
To simply compare the last two tournaments (2016 vis-à-vis 2018) for on-air, there will be ticks for all the factors (table below), indicating that the Asia Cup 2018 was no less a king than it was in 2016 from a content perspective.
Striking the right balance between content curation and distribution can be a real challenge for broadcasters. Though decisions can be made basis the verdict of the selected barometered homes, however, in-depth studies of ground realities are much required to facilitate strategic decision making.
Good content, whether in the form of print or TV will always inspire viewers to engage. The audience will always pause to consume, understand and perhaps even comment, like or share provided it reaches the right audience at the right time.
The author is CEO, Chrome DM. The opinions expressed hereare his own and Indiantelevision.com may not subscribe to them.
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.
