 I would now like to introduce to you our next speaker who would be talking about why TV is a tough to beat medium. Please I'll give a huge round of applause to the CEO of BART India, Zapat O Das Gupta. Good afternoon. Completely a full place. I mean this is there are so many well you don't get to see a full audience like this. That is the end of August audience at that too Mr. Sharma. I wish I could see a lot of family faces out here. Thank you and thank you. Now I'll thank you. The exchange for media team to invite us to talk here. So my job is simple. I think that's the topic that was given to us. I will try and spend some time next 29 minutes on this. As usual I mean after so many nice scenes, so many nice creatives. I am sorry I will not be able to show you many creatives. We'll have some videos of course but not beautiful creatives like what my previous speaker would have already shown. We all know that the roots of TV are very very deep right. I mean to give it to sir they get into some stag, some of the figures. India has about two 98 million homes. In the last two years it has grown by about 4.2% homes as in homes as a total number of homes that are there in the country. Of which about 197 million homes are with TV. And as you can see from the chart out there that the number of the growth of TV rising in the number of homes that are rising are more than the number of homes overall in the universe. So obviously TV is going through a major growth and it's a very very large number that we all know about. In terms of people TV obviously and since people spoke about a lot of the digital stuff I will also cover some numbers from digital whatever is in the public domain. There are about 836 million people that watch TV today. Compared to this this is official statistics out of TRAI and stuff like that is 450 million people have internet. And the way even now TRAI is defining internet and all of us here will know what I am talking about. It is 512 KVPS and above is what we are talking about. So watching content on the internet available bandwidth in the country is still well whatever you know. So the numbers are large but is it really usable? We will talk about it and we will see it as we go along. One trillion man minutes is what India watches in television or rather in the total video ecosystem. The 93% of that is television and only about 7% of it in today's world as we speak is in OTT content. That's the kind of numbers that we are talking about. That's the kind of differences that we are talking about because of limitations. I think things like geo happening in the country has really changed the paradigm but bandwidth issues are still a very very big issue and I am sure all of us face this within a city like Bombay or Delhi where you can imagine just going out what it would be like. This is how the country is split up. I mean in terms of the kind of penetration of homes statewide as you see the southern most states of Kerala, Tamil Nadu and Kanataka they are the most penetrated TV homes in the country followed by the lighter green ones and the other ones. I think Bihar is the laggard in the whole picture where still it is a less than 30% kind of penetration of TV but rest the country and this has been moving. I mean we have given you two years figures, two years back and now in 2018 and I think things have changed. You can see a lot of color changes have happened but this is the state of things. Regional content is very very big on TV. I think one of the reasons why TV is growing and which is so big is all about regional content. As in when as we have seen even a Netflix has started or Amazon Prime has started putting regional content in their thing. Everybody knows that regional content is something that really drives viewership. I mean it's not just the English and the Hindi that works well. Just some numbers again that's purely television in this case. Some of the local language content is really really doing very very well and these are growth numbers over the last two or two years. As you can see Odia actually tops the growth, this is the growth. Gujarati for example at one time used to be a very Hindi speaking, Hindi watching market. That has also really really grown and we all know what's happening in Marathi, whether it be cinema, whether it be television. There's a huge emergence of Marathi that has language in terms of literature, creative content and stuff like that and it clearly clearly shows there. So around the country this whole thing of writing your own language is really really manifesting in the content and viewership and views. These kinds of content obviously both takes a huge upsurge when it comes to regional content. Compared to that in OTT I think this play is still very very small. I think people have started investing in it but people things like Boichoi in Bangla, a couple of Chennai ones I am also talking about. I mean in Tamil Nadu but I think it will take a long time before that happens and that would actually spur growth in that part of the segment. We all know about this but just a couple of points on what happens in rural India. I mean I think I have spoken about this in multiple odd sessions so I wouldn't spend too much time. I think rural India is where the Indian population is beyond the cities. It's about 70% of the country in terms of population but I think the numbers are still growing. It gets affected by electrification in a big way and how much power is available and also obviously people are watching habits and content very very clearly. But this is what where we are today. TV has a huge headroom to grow. Look at TV. I mean this is 2004 if I am not mistaken. In 2004 we only had 83 million homes having TV and now we are sitting in 2018 we are talking about 197 million homes. This is the way TV has grown over the years and thanks to many many things that have happened in the ecosystem. Thanks to regulations, thanks to tremendous amount of enterprise in the ecosystem and thanks to electrification. This is the way TV has grown. But at the same time I mean we shouldn't be really really happy because at the same time look at this amount of bigger developed countries. We talk about God cutting right in US. They watch 4 hour 30 minutes of television every day. We are still at about a 3 hour 48 minutes now. Look at the numbers in terms of the amount of time that people spend on television. Now I take completely Abhishek's point that and I will come to that which is television did not mean only the linear TV. There are other things also. We will come to that but these are I think linear TV numbers. So just look at that. Content on TV obviously gets amplified. Just a set of numbers for everybody is here is part of the marketing ecosystem. There are 250, 173 and 613. Can you relate which of these three on the left relate to which of the three on the right? Which one is which? Any of you can try. Yeah. Okay. So this is like this. This is the outreach today as it stands today. So both in terms of social media, newspaper and TV. So 613 million people watch TV every day. That's the whole point that I am trying to make. Did you know and I will show you some figures. Some of you may know it. Some of you may like to see it. Take a picture if you want. 100 million people watch GECs every day. Hindi GECs every day. This is the kind of number. It's huge. How many people do you think watched an episode of Nagin? I am just putting out Nagin because it was reading the charts. Nagin 3 rather. Reading the charts for some time. How many people do you think watched an episode of Nagin? Just an episode. 32 odd million. And this is just Hindi, right? This is what we are talking about. Hindi news. As we go towards the election season, you will see more and more charcha on Hindi news. How many people do you think see it? 65 million people every day. So it's a huge, huge number. One of the biggest Indian exports of Indian, what is it called? Movie industry made in what? Seven languages and all that. But one screening, one screening in a Hindi movie channel, got them 43 million viewers. One screening. That went on afternoon. So that's the kind of number that we are talking about. Things of national importance. How many people do you think watched PM's Independence Day speech? One event on one day, live, 123 million viewers. That's the kind of feedback. It's huge. So roughly, this is the number. People watch 3 hours 48 minutes as we speak in 2018. They started about quite a few minutes lesser, two, three years back. Almost 20 minutes or less. So it's going on increasing. 93.4% of people watch TV weekly, and about 73.4% people watch TV daily. So that's the kind of number that we are talking about. So which is a huge, huge number to look at. TV serves all. Somebody, I think Mr. Shama was mentioning, 98% of India is still a single TV market. My hypothesis on this is that TV in India, unlike many of the western world, where people would have multiple TVs in their homes, India will skip that multiple TV phenomenon. In my view, personal viewing or a single person viewing will go into the tablets and the personal devices versus family viewing will always remain a TV thing. India watches TV together. That is also a very, very clear thing that we see. Whether it be soaps, whether it be movies, India loves to watch as a family, the TV together, which is very, very unlike a western culture. TV is of course extremely affordable and convenient in terms of the large masses of people who watch TV. Even today there are 577 free-to-air channels. This is for the government that is there, and you will see some nice action in the next 30 days on this space. There are about 300 pay channels that is there. Even today's subscription is very, very low. Subscription number, affordability is extremely cheap. I am sure you guys know that CRT TVs, even now, I mean non-flat TVs, the good old Dabba CRT TVs, are still at 20% of the country. Sorry, 79% of the country, I am saying the reverse. 79% of the country. Even today, at 4,000 rupees on Amazon in your phones right now, you can buy a CRT TV event today, and that's where the large numbers event today that people use. In terms of penetration, only 20% of rural India, which is the large part of India, is still penetrated by TV. So this is where you will see a lot of growth coming, whereas about 64% of urban India is already penetrated by TV. So still a very, very affordable thing. TV viewership is still growing, and this is some graphs and charts, and somebody from Pakistan, you can't escape graphs and charts here. So this is week-wise from 2015, week 42, when we launched the bar service till now. Just see the total time spent, or rather average time spent in a, followed by an individual, how it is growing, and it is continuously on the rise, driven by good content, number one, and also by electricity availability and power. One trillion man minutes are spent on TV. Any guess how much would it be spent on watching advertising? Man minutes rather, and how much would it be content? Any guesses? Because we do tend to think that there's a lot of advertising, right? This is about 82% will be pure content and about 18% is advertising, which in my view is a very good number, that fact that people watch so much of advertising. This is something being hugely discussed these days, I'm sure you know about it, that pre-digitization, people used to watch just about 12 odd channels, I mean individuals would watch just about 12 odd channels, post it has become 15 in a day kind of a thing, and over a week it is about 35. So digitization has made people sample more channels, and hence you see a lot of more fragmentation, and hence you see so many channels being launched as well, I mean all over the place. Just a point to make HD viewership again has gone, I think has been growing tremendously, especially in the area of sport and movies and GCs, I think it has been especially the last soccer World Cup, we saw the HD viewership zooming absolutely, and that's a healthy sign for the top end of the market, very very clearly. Youth, I mean we all think that the youth doesn't watch TV, they only watch the digital medium so to speak, quite wrong, these are the kind of numbers, 32% of the total viewership comes from youth, as the age group that really watches TV. And what do they watch? Quite a few, quite a dispersion out there, and they also watch mythos and dramas of our sports and all of the stuff, so very very similar to, I would say a bit less on the drama part, but otherwise very similar to a normal watching kind of a pipe. A huge amount of analytics that Bach provides, I'm sorry I'm plugging a bit of Bach out here, really really helps in these kind of insights that we give to broadcasters, and I'll show you a few of them, like for example, absolutely on that day in the parliament when Modi, sorry, Rahul Gandhi, Prime Minister Modi, we can tell you exactly how many people were watching that thing right away, live around the country, which state, how much. So minute by minute, I can give you exactly who was watching what. Now this is a curve where what we are trying to show is the past four weeks, which is the blue curve, and versus around that time and all this happened, how the viewership moved up. So it's a very clear thing that these things, these really really spike viewership. 5.7 million individuals actually watch this hub happen. 5.7, and it's a clear challenge. Any digital medium, if they can tell me exactly a moment like this, how many people they watched, how many people was watching from where, from which city, from which state, please come back and show me. More insights, English news is primarily a South phenomenon and hence you will find English news mostly covers all the events that happen on South, more than the north of the country, because 40% of their viewership comes from South. Very clearly Hindi news has three prime times compared to what we typically know about. Morning is all the Bawas. That's actually a prime time. It's a very big thing in Hindi news. Afternoon is all about the Sahas Bahus. There are lots of those kind of programs. And third, which is in the evening, is really really new. So these kind of analysis really provide a huge amount of stuff that we provide to news channels, actually. This is one feature that we provide where you can, on the left, you can see the video moving with the marker of the red marker and you can see the viewership moving on the right. And you can actually see it. Actually, there's a screen grab where our ad was playing and how viewership goes down in one channel, whereas in some other channel it goes up where some kind of trick was playing. And similarly, you can actually make out whether a kiss works or a slap works, whether a jail track works or whether a marriage track works. Every small thing you can pick up from these kind of stuff. Of course, TV is a preferred medium by advertisers. We all know the numbers, I'm sure, out here. Roughly tracking it at about 3.7 billion US dollars. At this point of time, we expect the numbers to grow like this. Out of the total pie, that is about 8.8 by 2020, about 5.1 should be with TV. This is the kind of expectation that is there. Along with the subscription review, of course, which I missed, which has been also growing but a very small space. Let's see what happens after the new regime and all that. In terms of categories of advertisers, what kind of monies they spend in which medium is very transparent now. And I think that's also very clearly showing that some categories would prefer more TV versus others. And this dispersion will keep evolving as we speak. Sorry. This too is, of course, growing. I mean, there's no two doubts about it. However, what we... Sorry. And these are the statements that we have been hearing in the ecosystem for the last one or two years. And they don't really, really encourage... I don't encourage a lot of things. Abhishek's point on unified metric, I think is very, very important in today's world. Unified metric, band safety, viewability. I think these are things that everybody is looking for answers and happy to get into a deep conversation on this. But these are things which are really, really happening, digital advertising growth, per se. Yes, Mr. Shama also mentioned some things like this, such as Netflix, for example. If they were so big, they used TV in a big way for both of these two big launches when they did. When it comes to Amazon, there's other kind of numbers. There's a kind of advertising that they do on television. So they... I mean, you really, really can't beat TV to really reach out to people. You know, it's like reach medium, which really has no other band. Flipkart, we all know Netflix. TV is a PR medium. I think the present government, in my view, and the ruling party has used it so well, so well. Any event which has Mr. Modi on television, I can tell you the numbers were just sold out, and they know how to use it extremely well. So in terms of a pure communication tool as PR, I think the government knows how to use it extremely well, whether it be Pariksha Pecharcha or any of these big, big interviews to get it out gently or wherever. I mean, I think it has really been done extremely well. Other big, big example, in my view, is GEO, you know, where they have used television as a PR medium, so well. Look at all these events, whether it's the launch of the GEO phone or GEO in the beginning and the 100 million subscriber mark, number of channels which covered the press event, and the kind of million viewers that actually saw it. It's a huge one. Can you imagine how many crores of advertising money they would have spent just by using it as a PR medium? Huge, huge numbers. Every time, I think they come up with it, and it's a big, fantastic use of television as a PR medium. Coming from our two marketers, we have some of them who spoke to us on this subject. So for the first stop was Gauravjit. I think, yeah, will you just play the video? Gauravjit, heads, you need your word. Every medium is critical in how you plan for media, especially in a multimedia world, where digital is also coming in a big way. There's no doubt that TV is a very powerful medium, and there are three critical reasons, especially in India, that it continues to be powerful and will be for some time. Number one, it is the most penetrated medium in the country. Number two, it's still room to grow with around 73-74% penetration. There's still a lot of room to grow for TV. And third, 97% of TV households in India are single TV households, which makes it very powerful in terms of being able to take a message and give it a lot of scale and reach. This makes TV a very tough medium to beat. Yeah. Next was Subha. Subha heads a medium for portraits. She also had something to say. You know, it's actually amazing in the industry that so many people are overriding the effectiveness of TV at times, questioned efficacy with digital coming up. TV actually offers such a vast pool of content, such a diverse set of offerings in terms of number of channels, the kind of content that is available. And besides, it's measurable and offers great arrowhead. Somewhere we need to acknowledge that and the fact that today the TV that we see in our country is a product of around two decades of evolution, both in terms of offerings, content, as well as measurement metrics. And you can actually target an entire family with TV. The kind of numbers that TV delivers is definitely something that we need to acknowledge. And there is a great amount of ROI in that TV delivers. And that makes it a very tough medium to beat. Ankit from Mariko also had something similar today. Say, I mean, it's not a video. So this is what he has said, almost on similar lines. So just to give you some more numbers, how many people does a TV commercial reach? And we made a listing of a few, I mean, tremendous numbers if you really want to see it. Colgate, I think, 754 million as one commercial that it made them reach. And you will see some of your own brands and you will know the numbers and the percentage of the universe how much they would have reached. So this is the kind of coverage that one can really, really generate out of commercials that you run on TV. All eyes on the future. Yes, the future is... TV is also changing. I don't know how many people are using it, but still you have seen... You have seen DTH getting into a huge amount of catch-up mode where you can record and all those PVRs and TVRs have come into the country. The numbers are not so great, but it is becoming bigger and bigger. We don't have an IPTV in this country as much, but a lot of other things have started catching up. The other big thing is interactivity. I don't know how many people actually noticed this. This whole thing of GEO what they did with KBC last year with Mr. Bachchan, which was a big one, where you could play along with the TV sitting in your own living room with your phone. That's something that really, really gave very, very large numbers and GEO has been very happy with that whole experimentation and a lot of more people are talking about it. So TV is also trying to... The good old traditional TV is also trying to do a lot of more stuff and make it much more interactive and make other things happen. Yes, of course, as Vishay also pointed out, that very soon, this big, large TV, the whole thing is about what which screen, whether it's a theater screen or it's a large television screen at your home or it's a small mobile device or a tablet versus which pipe. All these will become completely irrelevant. It will be all about content. We should not be talking in my view after a couple of years of TV, digital and all these kind of things. It will be all about content and how content plays out in what medium, whether you watch a coffee with current on a laptop or on a big screen and through which medium we don't know. It could be through your cable, it could be through your internet but it's all about that same episode of coffee with current. I think that's where it will be. For us, it is as simple as whatever people will see, we will measure it. With that, I will leave. Do we have time for questions or we'll take it later? I'm used to mostly answering questions rather than speaking. Okay, offline. Thank you so much. Thank you.