 me in welcoming Ms. Mona Jain, Chief Revenue Officer, ABP Network. A veteran media professional, Ms. Jain is responsible for the organization's revenue efforts across ABP network channels, live events and digital platforms. She has proven track record of nearly 30 years in media marketing and promotions. She has worked in leadership roles at Zeal, Vivaki Exchange, Shield Communications and Mudra Communications in the past, where she had been responsible for setting up media for various brands. She started her career with Hindustan Thompson Associates and holds a vast experience in the field of communications and marketing. Ladies and gentlemen, I'd like you to please join me in welcoming Ms. Mona Jain, a very warm welcome to you. So good afternoon everybody and thank you so much for that wonderful current reduction Cathy. I still kind of feel as if I had joined Hindustan Thompson as a management trainee or 30 years ago. So I feel as young and as new as that. Thank you once again. I'll just share my presentation on the screen before I can begin. So almost a decade ago, maybe about 20 years ago, when I used to or we used to present media strategy to our advertisers or the brand managers at the other end, there used to be this consistent slide. I still remember very, very distinctively that content is the king. And the audience and the consumer will go where they find good content, good quality content. And essentially that point in time television, which is probably you would select between GC, Star, Soul Easy or probably get onto a sport channel or a music channel. So today when I'm presenting, content still is the king and probably it is much more relevant and more so as consumers, there's quite a few more choices and there's so much more available across various formats. But the only difference now is that they can probably hop, skip and jump from one screen to another. They don't have to be only onto the television screen. They can actually kind of go to any other screen and watch content of their choice at their time at their convenience. So we have come a very, very long way and I'm sure a media planning techniques and qualitative assessments would also have changed accordingly and transit it in a similar way. So hence, my topic, which is for today is essentially is to meet our planning because to become more screen agnostic and critical to balance between qualitative and the quantitative references of evaluation. So that's really the topic of my essay. Absolutely. Mona, I'm told by my tech team that you may have to share your screen again because your slides won't move in this format. So can we do that? They will not move in this format. Okay, fine. So the second slide essentially is saying, we just kind of demonstrate the fact that if you look at the growth, you've had spent CAGR the last five years, the maximum growth we see is onto the screen formats, screen-based formats, which is digital OTT, television, cinema. And that's exactly where the advertiser spending the money. Consumers kind of have a consuming video more in control. We are all aware of that. Today, there are four key trends, which kind of really distinctly have emerged. So today, the consumer is self-packaging content on TV and online and consuming it anywhere, anytime at his own convenience. So one could say they're snacking packaging content on TV online and consuming in bits and pieces sometimes. So today, the consumer is more in control. How much of content, where they want to consume the content, which appeals to them is completely in their hands. They have the option to see, for example, news, which I represent either in detail or is edited version, maybe like a headline or a vertical version, and they identify the platform where they could consume that particular format also as they desire. The second trend is their time shifting. So recording, we all know that I think all of us, most of us are doing that, recording content, borrowing content, downloading it and watching it at dying, that's connected to them and probably not to the media planners. So here it says, they're no longer really time bound of telecast to the program or the event, which we used to be earlier. We had to kind of make time to watch the content, which we wanted to watch or program, wanted to watch on television, no longer that. So that is, again, more in their control. The third trend really being in their place shifting, they're watching TV programs on their tablets or on their iPhones. So consumer can even watch television content on any other device, not distribute just the originating device or the platform. That is another option, the trend that they have. And again, control with them in terms of the screen they want to watch the content on. The fourth trend really being is, and they're multitasking, consuming different content simultaneously. And I think all of us are kind of experienced that ourselves too. So they're surfing while watching TV, probably the emailing via phone, while reading the news or what in their laptops and so forth. So we know it is from our own experience and consumer could be watching television or busy on their phone at the same time. So a global Facebook study reiterates that 30 to 40% of TV viewers browse Facebook or social platform, but also watching the main screen, which is the television. So on a very lighter note, we can keep saying whenever the commercial breaks, come people move away and maybe go to another channel, I guess here, they probably shift focus from television screen to probably their iPhones or their iPads and what's the content or maybe emailing or kind of conversing with their friends. And they come back to watching television screen once the break is done. So therefore, the media planner has to be cognizant of these trends and consumer's behavior beyond the reported data. And accordingly, kind of plan strategies for the brand campaigns is what's really specified. The media consumption interaction is more screen based. We can see that. So on an average, if we spend about 4.4 hours of our time watching screens or consuming content or content, 90% of that is on the media, on the screen based media interactions. So therefore, most of it actually happens on your smartphone or your laptop or your tablet or television. Only 10% of it actually, the content that you're consuming happens on non-screen, which is your radio, newspaper, or magazine. That is very clearly kind of defines the fact that people are getting more engaging and involved in watching the screen format. And therefore, because very important, when you're planning a campaign, especially for a video, to be synergistic across platforms, so that messages are seamlessly dispersed, functioning perfectly on any screen and be recognized as part of the connecting campaign. They should not be distinct to each other. They should be seamlessly synergistic integrated with each other. So there's a continuity of message when people are watching it across various screens. This is a bit of detailing of what I kind of spoke about. Like I said, 90% of the time, people are kind of spending watching a television screen, but people are shifted to other screen formats to kind of do other activities, which could be either price browsing on the internet, shopping online, managing finances or planning their trips. And for instance, even when they're watching television, they probably may not be watching the television on television itself, but maybe you have probably 49% of the just the data, which is there for the KPMG report, 49% of them probably are watching it from the smartphones or 34% of people are watching the content probably through PC and laptop. So they may not be watching, watching television content, maybe it's one of the some other devices. Okay. And here it's, it's, it's, you know, so mobile is actually, you know, almost like the epicenter of your digital ecosystem. It's, it's a new first screen. So I mean, you can, you're just not kind of calling people and, you know, and, you know, speaking to people on the phone, but you're doing many, many more things with, you know, with your mobile phone, apart from also can probably watching a television content on that. So that is becoming like, really subservient. This is another one of the very interesting kind of, you know, trend I saw that people are watching and consuming much, much more. So if you look at the, you know, this chart gives you trend of 2017 to 2021, the number of people, for instance, you know, who were, who are watching only digital has gone up many fold from 2017 to 2021, 1.5 million or so to 5 million people who watch tactical digital, essentially, which means that, you know, they're watching pay TV and at least one paid OTT service has also gone up humongously, you know, 6 million from 17 to 21 to 25 million people who are watching bundled digital, essentially, which means, you know, they're watching pay TV and maybe a telco bundle content has also gone up substantially or 1.5 million to 3.76 million. So that's the kind of content that people are consuming, you know, mass consumers, you know, who probably watch pay TV or they consume some OTT content sometime, you know, has kind of decline, which essentially means that obviously, there's more skewed towards people watching much more content. And the free consumers are kind of, you know, almost status quo from proven 18. So that's really essentially tells us, you know, that, you know, how, you know, the more, you know, content is getting consumed and I think COVID everybody's kind of spoken about that is a catalyst and increase in consumption of the online content, you are aware of that. So this is obviously fueled by increase in Internet users, which is 504 million as we speak and growth, particularly around 70% by 2023. And that gives the scope and the advantage of people to kind of, you know, really access, you know, their content through the Internet space. And during COVID in the four months from Jan, you know, to April 2020, while, you know, contrary to believe the OTT content, you know, which is popularly kind of spoken about that, you know, went up in terms of viewing, but actually speaking, you know, you know, your aggregation of, you know, your news and short formats also went up in monk history. And one particular kind of, you know, statistics, you know, the Indians, you know, they don't like just watching one paid content, they like to kind of subscribe to multiple of them. So they have the option to kind of, you know, reserve one to the other. So that's here. Just this is a data from an e-bar, the server and it's very clear from a news teller point of view, you know, people watch news and television, but they were watching, you know, also accessing news through smartphones. But, you know, before the COVID, you know, free COVID times, you know, the first part of March, what 38% to know of you, it was happening of news to smart phones, which bent up your mongers in 54%. It settled down at 48%. This point in time, even high is still higher than what it used to be pre-COVID. But having said that whenever you have an event happening or any kind of, you know, you know, breaking news happening, this number really goes up the same level as, you know, as it was 14-15%. So people become familiar and comfortable with kind of accessing and, you know, looking at news through their smartphones is essentially what it tells us. Just a bit of a, you know, I just thought an observation of a very qualitative point of view, you know, itself is just take an integrated approach, you know, it says, so knowing target consumers, you know, you're very well and understanding their behavior pattern, you know, especially from a point of view of, you know, how they kind of viewing the content and which platforms do they use, when and what order do they use a platform. For example, you know, I mean, smartphones and laptops are probably used and just logical. This is, I mean, logical and research during the day. And while TV dominates obviously the evening because people are home to kind of watch their content there. So I think it also has a reflection on how we kind of think of creative and media strategy. So really creative idea that is flexible across all platforms, you know, optimizing the media plan to construct a cohesive brand experience across multiple screens. So for example, in a TV, you know, obviously can be there for generating salience in awareness and mobile ads or the other form smaller formats of, you know, consumption of content can probably be more completing messaging and motivating purchase intent. So I think this is one thing that probably we can kind of, you know, self educate ourselves on and probably look at just regularly on data. Coming on to, you know, the network that I kind of represent ABP network, you know, we've completely kept in pace and adapted to the change, you know, and therefore become a very holistic proposition of media planners to kind of look at, you know, and just a bit of a sharing of the data, you know, we actually recently kind of relaunched, you know, you know, our brand look and feel, we relaunched our logo, you know, and this was done across all the channels that we are available in and all the, you know, the digital formats that we are available in. So, you know, and this is obviously to kind of adapt to the changing environment, making, you know, our content more, you know, appealing, more vibrant, you know, connect with our audiences and much more impactful, better way, you know, take a feedback from them, you know, through our content basis that and, you know, looking at, you know, really what, you know, the consumer feedback is. And so that's exactly to kind of adapt to the way that media and market environment is changing. And to do that, we have built a formative proposition with content adaptable to multiple screens. So if you look at it, you know, this is the data for average monthly traffic. So while ABP network content, our news gets displayed, you know, through Lina TV, we almost reached 325 million individuals, you know, in a month. We also kind of incrementally reached, you know, a huge amount of audience size, you know, for the digital platforms like that site, which adds 72 million apps and our, you know, ABP live app kind of adds in 3 million, YouTube, you know, also kind of ads. So we have people watching us on YouTube, about 500 million viewers, and our Facebook 9 million followers also accessing our news and content, you know, that particular space. So we've become a very, very formidable option, you know, for the, you know, people just look at us beyond just kind of buying on television. I think it's important to kind of look at, you know, the entire proposition and a very holistic way of just leaving your end online. Again, a very interesting piece of data. If you look at the incremental viewership from digital, which is, you know, alive and our VOD, for hence, you know, the blue ones, 80 million viewing minutes, you know, that we kind of provide of our content to the audiences through Lina TV, but we add on to 52 million viewing minutes through our websites and to 32 million viewing minutes through our apps. That's the kind of power, you know, the size of the vast of the content and the viewers that you kind of provide, you know, to the audiences. And, you know, my last slide release to meet up planners is to take the plunge. You know, please do look at the network, you know, in a holistic way. Do not be marketed as television or offline or linear. It has to be looked at. Cumulatively, that's where you'd be able to, you know, get it back, you know, for the money that you're spending. So you cannot always wait for the perfect time. Sometimes you must dare to jump. That's what I sign off. Bye. Thank you very much. Thanks, Kyaati.