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Infotainment went the local way in 2018
MUMBAI: In 2018, the one common phenomenon that the whole television industry witnessed was the hijack and capture of part of its territory by OTT platforms wooing audiences with original content. That was the time when TV space woke up to secure its presence and fill in the gaps with localised content where it required the most. One of the genres that decided to focus on localising content was infotainment.
There were days when only syndicated content was the staple of the broadcasters to survive in the market. The year 2018 finally saw their efforts paying off as viewers stayed glued to their TV screens. Original content broke all the walls by wanting the audiences to have more of it. However, the FICCI M&E report 2018 estimated that BARC’s enhanced rural panel weightage would reduce the viewership of genres like infotainment. The factual genre occupies only about one per cent of total TV consumption.
Players like Discovery, History TV18, National Geographic, Nat Geo Wild, Epic TV and Sony BBC Earth rolled up their sleeves with the intent to stay out of the box by offering self-produced content, keeping in mind the evolving taste buds of the Indian audiences. It is usually tricky to change audiences’ viewing habits when they have forever been fed with a plethora of syndicated content. But during the year, there came a time when Sony BBC Earth leapfrogged Discovery in terms of ratings, that was ruling the infotainment genre for almost a decade, within a year of its launch. The channel increased its market share from 22 per cent to 26 per cent in the six metro cities.
It was a tough competition for both Sony BBC and Discovery channel that fought sportingly to win the battle and emerge as the dominant player in the market. Speaking about being on the leadership front, Discovery claimed to enjoy a 23 per cent market share in the All India Urban (2+) area.
In an earlier interview, Sony Pictures Network English cluster business head Tushar Shah told Indiantelevision.com that the category which is supposed to be informative along with entertainment in it is missing the first half. But for Sony BBC Earth, the rise from the sixth position to the top has been quick. Sony BBC Earth stood at 5 per cent market share at launch and took up 22 per cent within a year backed by a strong distribution network, strategic content line-up and strong marketing innovations.
One major move was the shift of Epic from a general entertainment channel (GEC) to infotainment. It proved to be a success as the channel’s market share scaled up from 3 per cent to 15 per cent. History TV18 also dived into serving local content.
The genre wasn’t just about the hindi speaking market, in fact, it observed an upward arc due to regional support as well. Broadcasters found Tamil and Telugu as viable regional languages to launch into. Discovery and National Geographic channels are the only exceptions having Bengali language in their kitty. Epic TV is the only one with Hindi language. It is also the only channel that has all India-centric content while the rest of the players have a mix of syndicated content and home-grown shows. If you take into account Discovery Tamil, the channel's share of the pie grew by four per cent. That placed the Discovery network miles ahead of anyone else with a national market share of a massive 42 per cent.
As far as Adex is concerned, the year 2017 led to a growth of 1.8 per cent, whereas it led to 1.9 per cent during FY18. Moreover the growth in the year FY17-18 was witnessed to be 2.38 per cent and the lifestyle genre dropped down to 2.24 per cent.
While local content will continue to be a major part of broadcasters' move for 2019 as well, we can only wait and watch what new innovations will they launch to engage a larger section of the audience.
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.
