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“International business is growth area for players with long-term plans”
The global slowdown in 2011 has made it clear for Indian broadcasters to have a long term strategy, exploit new media, study local content consumption patterns and have a pricing that is reasonable rather than getting engaged in a race to the bottom.
Indian broadcasters have similar growth opportunities in the international market as they have in India, though the challenges are of different nature.
Historically, large parts of international business for Indian broadcasters are dependent on subscription revenues and long term contracts. Having secured these long term contracts, Indian broadcasters generally do little to grow their shares.
Subscription business, unlike advertising business worldwide, is not measured on transparent measurement parameter. Hence B2B deals are conducted on the basis of gut, perception or portfolio leverages. Most of these tend to be highly uncertain and unpredictable. The lack of effective measurement also leads to gut-based theories of local programming or additional programming inputs.
Another key element in building a sound foundation is to invest in brand building and, hence, create an emotional connect.
The triggers and hooks for content consumption need not be same for the audience based out of India or in some remote corner of the world. Unless Indian broadcasters draw a long term plan in strategy for international business, they would never get a pulse of overseas South Asian consumers.
Economic slowdowns in various markets make the scenario more complex for broadcasters in wooing consumers and for consumers in selecting content offerings at right price/value. It will also be important for the Indian broadcasters to use new media avenues optimally.
Given the fact that Internet and OTT models are getting used more as tools for piracy and cheap distribution, it can pose serious threat to the distribution revenues. If used well especially in markets with higher broadband penetration, new medium can work best to get incremental subscribers and eyeballs including the younger audience and next generation Indians in those markets.
Distributors are facing bigger challenges in mainstream content or local subscriber growth as well as local content costs. In most markets, essentially in West, there is a proliferation of South Asian content in the past four years, most of which are not growing the pie because of poor content quality and incorrect business models.
Distributors are left with no choice but to apply their judgments on how to manage international/ethnic category of business. Distributors are desperately looking forward to good partners who can participate in the business growth in a given cluttered and economically challenged environment.
In order to crack growth, broadcasters need to pay closer attention to the purchasing power of South Asian households being superior to local households in most international markets. However, consumers would expect right content on right platform at right price with least diversions of piracy, cheaper new media platform, FTA or compelling Asians based content on mainstream channels.
Rationalisation of content offerings on traditional media and consolidation of content offerings are key levers to expand the market.
Advertising business is suffering before growing, as majority of players, including big ones, do not respect the value of their inventory, and the quality of their audiences. South Asian subscribers are of various generations and have varied interests including mainstream content. However, they are loyal to home grown content for connect and nostalgia apart from entertainment in their desi style.
There is a component of audience base which is born there and does not have emotional connect with India. The composition of these set of audiences is changing rapidly and a good judgment can help broadcasters define their content strategy appropriately.
The scenario in local audience market offers unique challenges. There are content hungry markets which find eastern culture and values appealing, but those businesses need to be treated in the same fashion as the mainstream business in India in order to make a definitive dent in those markets rather than looking at them as incremental syndication revenues. These markets require tenacious focus, long drawn plans and tremendous hard work.
International business is well poised for growth but only for serious and long term players who are willing to invest and reap the benefit over a long period of time than in ATM solutions.
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.
