News Headline
Indiantelevision.com’s virtual Onam conclave: BARC India CEO Sunil Lulla on Kerala ad market
NEW DELHI: Starting the first-ever virtual conclave by Indiantelevision.com, “The Comeback of Kerala: Onam Returns” focuses exclusively on Kerala’s ad market and predictions for its supposed uptake in the upcoming festive season. BARC India CEO Sunil Lulla shared some interesting insights into the market and ongoing advertising trends.
He shared that the TV universe in Kerala represents 3.7 per cent of the overall domestic market and Malayalam channels contribute to 86 per cent of the overall TV viewership in Kerala.
The state spent 12-16 per cent less time watching non-primetime television vis-a-vis other southern states over the last three years, primarily due to low GEC and movie viewership during non-primetime hours.
The Covid2019 period led to unprecedented growth in TV viewership in Kerala, interestingly, driven by non-primetime. Additionally, film-based content rose significantly on Malayalam channels while serials fell sharply because of the lockdown. News channels became the prime choice for viewers recording 1.04 hours average time, amounting to 19 per cent of overall viewership.
When it came to advertising trends, affluence levels in the state led to increased purchasing power. After Unlock 2.0, ad volumes surpassed pre-Covid2019 levels across India, including Kerala. There has been a recorded 10 per cent hike in ad volumes in July 2020 as compared to January. Ad volumes for Malayalam genres have picked up significantly from the troughs observed during Covid2019 lockdown.
The share of top 10 advertisers, which include HUL, ITC Ltd, Cadburys India Ltd, RB Group, WIPRO, P&G, among others, is stable at 50 per cent with next 40 showing minor variations. Most of the categories have also shown a hike in ad volumes. However, it may not have resulted in a growth in ad revenues, quipped Lulla.
He also showed great positivity towards the Kerala ad market picking up during Onam season, which is at the end of this month. Sharing some numbers from the past three years, Lulla noted that even while the overall non-primetime viewership was low in the state, festive viewership was driven by the slot. Film-based programming also witnessed the highest growth.
In terms of advertising, daily ad volumes (AVG) have shown a steady increase over the years during the festival.
In terms of categories, the top advertisers during Onam usually are electronics and auto.
Lulla noted that ad volumes are a function of production-supply chains and if they keep the pace, people will surely spend during the season. The ad volumes naturally will go up if that happens. However, for the ad revenues to reach the pre-Covid2019 times, it might still take some time and Lulla sees the silver lining in 2021.
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.
