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Most TV execs can’t sell streamlined multichannel ads, rely on homegrown tech: Study
MUMBAI: Most TV companies are unprepared for advanced TV, a research has revealed.
SintecMedia Survey finds that 69 per cent of TV media executives admitted their inability to sell streamlined multichannel advertising, while 59 per cent rely on homegrown technology.
SintecMedia, a leading provider of broadcast and digital management software, has announced the results of a research study of TV media executives and agency media buyers about the future of TV, problems facing media companies, and how media companies plan to manage advanced TV advertising and delivery.
The study includes results from a survey in partnership with MediaPost as well as interviews with executives from market-leading companies including Charter Spectrum Reach, Hulu, Scripps Network, and Turner.
Fifty-nine per cent of TV media companies rely on homegrown technology to sell their inventory, a fact that will make it difficult for companies to adapt as advanced TV forces new technology and process into the advertising organization. The study also finds that the executives believe that their companies are unprepared for changes. Less than one third, 31 per cent believe that their company has what they need to sell digital and linear TV in a single streamlined process.
SintecMedia is also a software partner for brands including NBCU, CBS, ABC, AT&T, STARZ, Star India, Seven Australia and Sky. SintecMedia and MediaPost surveyed TV executives, digital executives and agency media buyers.
TV media executives, the study reveals, are not aligned with media buyers about several key advanced TV elements. While TV executives believe that TV ratings metrics will become the standard for multichannel and advanced TV advertising, agencies believe that the impression will become the significant metric. What’s more, TV companies feel confident that the TV department will take on more digital sales while agencies believe that digital will take on more TV sales.
The study finds that demand for advanced TV inventory is founded on fast transactions, easy delivery and big scale. Technical and organizational friction within TV companies creates barriers that could frustrate media buyers looking for easy ways to buy audience-targeted campaigns from TV companies, potentially giving digital companies like Facebook and Google a window of opportunity.
TV companies are, however, in a good position to grab market share in advanced TV if they can overcome technical and operational hurdles quickly.
“TV companies and digital companies are both vying for advanced TV market share, with widely varying business models. The future of TV requires a profitable combination of quality content, multichannel distribution and ad sales built on a flexible, centralized technology stack. This strategy empowers the media company to control their transactions and make decisions quickly,” said SintecMedia CEO Lorne Brown.
“Our research shows that many TV executives are facing critical trade-offs to reap small rewards from compromised projects now compared to more ambitions strategic initiatives that ensure that they preserve their control and profitability in the future,” Brown added.
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.
