 The session immediately after lunch is typically thought with what is that you after a good meal, you want to put on a sleep. So what we are going to do over the next 30 minutes or so is try to share with you a perspective from the marketing side, from the business side, in terms of what our expectations are from the news channel immediately and what are the challenges that some of us face. And therefore I hope to also keep a sizable amount of like impressions and answers that some of you may have so that we can kind of broadly share some of the knowledge we have. As a big background, my last one was as C.O.M.O.M.U.D. Tata, H.P.L. U.P.U.S.C.O. and M.O.M.U.D. Tata's. To my right is Aminash Inc. in the marketing of Potentary Group. So a good perspective of a fast-going consumer group. It's not easy to get a good perspective. The extreme left, we have Ahmet Iwan. Ahmet is in the marketer. He's the VP of marketing for Heavens. So we get a great perspective on consumer services. He's having so much experience in the marketing space. And to me, to my left is Varun Vakul, he's head of ITV. And I thought it makes sense that amidst all these marketeers, we also get a perspective of someone who is a channel representative. Someone who's been doing things, you know, what are the things that you could offer to the channel, what are the challenges you face when you need the marketeers, when you need the agencies. So that's the kind of panel that we have. And we really love for an interview, to kind of read through and put some of their questions. Just for deep talk and before I can ask the panelists to speak, I want to give one perspective. I think for a lot of marketeers, when we make media choices, when we make decisions about where to put our money, I think obviously there's one has to look at the product, look at the potential of the segmentation, look at where we have to cover audience. The second is the cost-effectiveness. And typically you recognize a lot of marketeers who use television, you know, go put it blindly at the GEC, the general entertainment channels, right? Because they give you a vast reach, they give you a lot of time now and such like that. However, there's been a change. A lot of marketeers are looking at the news journal as it's growing both in terms of tuition and in terms of credibility. But the reality is that today, as a journal, it accounts for less than 10% of all the last TV tracks and about 8% of the total audience are what we could call news vendors. You know, the GEC, which has a kind of competition. So that's one of the challenges that, you know, you have to recognize. However, you know, having said that, I think what we can make sure that news punches about its link, right? So that's why despite being under 10% of the faculty, clearly we recognize that a lot of marketeers, a lot of industry leaders, typically don't switch to news, and therefore, you know, it has a much greater value. It's typically in the context of if you can print, you know, online, English news papers, they attract this proportionate analyzing because people recognize that a lot of their readers tend to be the inferers of the world of shakers and therefore, there's a bigger point to be made in the sense that I'm just using numbers. And that's one of the idea. Having said this, I think that's a bit of an interactive one. I want to hand it over to Amit Kavali from Kamel. I really wanted him to share his challenges in terms of what does he face as an advertiser when he has to deal with the news channel. So I would love to have him. Thank you so much, Roy. I think Roy will make the platform in terms of what's the discussion with now. And of course, you're absolutely right. I'm completely agree. And why am I in most of the time of the session and always after the lunch? So it's a hard job for all of you to actually make sure that you make the audience while you're lying after it. I think if you see from our perspective today, 70% of my audience are fanatic male audiences. And news becomes really important when you be part of the entire system that we actually operate in media. To start off, let's just break this entirely into two different parts. One is what the challenges are. What are the opportunities that we look for? I think I'm actually also like a foundation of the discussion I've been actually trying to do today. To talk about challenges, how many challenges? If you see today, I realize a good proportion of audience on this channel. But again, the discussion has only been with the FCC, the sponsorships. And there are different formats about one, one, one, one, one, one, one, one, one, one, three, eight, nine, nine, nine, nine, nine, nine, nine, nine, nine. But who is actually in relevance to this? There are also new formats which people come and sell across the world. Eight, nine, nine, nine, nine, nine, nine, nine, nine, nine. That's something that we can be following. And I think before marketers, we are all our peers and consumers first. Do we really, before taking into our particular shoes of a marketer, do we really make sense in terms of talking about who really appreciates what has been actually shown? There is no innovation that we actually do. If we ask for the innovation, it will be a six months transition for a prime time slot or a laptop planning that we can actually do. Or we can actually do an interview with some of the officials who are particularly covering our stores and things like that. I think the way the amount of investment that is happening today in this model today on average, what they cover, how they develop ads viewed by every particular individual who are actually having a consumption of 40 hours or 44 minutes, that the labels can use to know who knows what to do. And consumers actually watch it. There is no scope for any particular innovation which the advertising can make for. Why can't a news channel become an end-to-end solution for everything that is required? Why kind of entertainment, why kind of tips of NGC or a discovery can be shown? Because news has the potential to become the second genius. And because the timing has the same, the prime time definitions remain the same. The audience, because of the simply a household spin moment, in most of the model today, nobody comes in terms of talking about marketing skills and planning. So the prime second is you actually want to bring it into the discussion. It's not an opportunity, it's not an opportunity. Why do you only look only for TV screen or television, or TV screen, or TV screen or TV screen? Why can't the advertising can be reached by the channel to say this is what the brand looks like, this is not the category that you advertise for. Now, NGC is in this category. Fans are in this category. Why can't it come in something that says this is what the season is and this is what the audience is. I'm not coming here to say to the MCD, but I'm here to come in as a partnership or partnership that way. So if you think that the opportunity of a channel perspective should look beyond the regular existence, that's not why NGC is here today. Thanks, Abhishek. I think some very interesting perspective is that initially, when they first launched, they were pretty aggressive and big users as used as a channel. Gradually, of course, they went to MCD in the podcast. I think that part is very interesting and some great learning still comes of early stages. So I really ask the Avinash to be in and share this perspective. Before I start and through the new fashion I'd like to wish all of you and that is why we're chanting home. Home. What a destructor does is if you think that he gets in a disruption in a big market things about the brand. If you look at us in efficiency business, we were the destructors and when we started before the first video came in the government in 1950 prior to that we didn't have any videos and we still can present all the news channels and non-FCC element was something which we were both focused on and let me thank you the news broadcasting industry whatever brand that we are playing the great part has played by the news in the news broadcasts that we have done there is an evolution that every brand passes through and when the company starts going and the revenue starts increasing then you have more and more money to pay around the project and then you start experimenting and then you start realizing the kind of incremental reach that you would like to go through that would not be possible with news broadcasts and news channels bursting and then we are living in an evolving media world it was the way we look at 2015 and we look at 2017 and we look at 2019 February things have really changed 2015 was pretty much a TV thing 2017 till that time it was pretty much a TV thing then 2020 we started eating in the pie of TV and then when you are talking for 2019 February then you have another try and a pressure which comes into force and that changed everything that you can imagine I will just tell you and the way news channels are whatever we want the most important thing that an advertiser is using and I said I am going to ask you a question if I am looking at a 1,200 GRP for a particular brand to be launched can news channels give me that that is my question to everybody who is handling a news channel and the reply would be no then the second thing is I am spending less and less time in front of the quantity of streaming so my stream has become my mobile and my mobile is something that you can compare with the GEC channel versus the news channel GEC channel there is a fixed thing you won't need any updation into that so let's say if I watch and I do watch and if I miss that I can watch it anytime but if I miss a news channel that is not possible because news channel is updation by the second and by the minutes I am in the gradually of our security courses happen to this day and while I was watching times now yesterday evening while all this is happening you see Randhi Kapoor Randhi Kapoor coming from half cab home and bringing it to an advertiser is that the time to consume that advertisement so that is one of the challenges that I face there is a headline while last year happened people have died who would like to sponsor such kind of content these are the challenges that we have seen and the way things are transforming and the way media is transforming and the way people are consuming news this is going to be a big challenge which I face everyday thanks for your great perspective we come back to the point you made about you know what we can call an important environment the efficacy of seeing the fun from the from the commercials and maybe there is a discussion that we can have a sense of that part but before I get going and it appears someone who represents the broadcast as an industry what I am going to leave I am reacting to this as someone from the business side I think integration is one very good way to use the genre people when I say the news is high everything is fine so there is no news changes by the second and I just want to point out one example I think it is too popular news that a lot of people make wonders of profit and I want to link it to the fact that they have done something not new innovation in the last part one is this whole shooting they make a lot of innovation but at the same time it brings and creates a whole network a lot of innovation a lot of photography more recently they did a with Google sorry they made that with the ULX you know something that people can relate to their business then for the most time I think after that talk about business cases every time you have a lot of these things are outside of the classic three promotions at home but they do give advertising a lot of value I think they pay them back and no way does it take away the credibility of a news media what I think we all recognize advertisers is what makes views to the genres of what is the fact that it stands for and as I said a few burdens I think there is a benefit to this medium that the GDC most others will enjoy I would like to share a little bit of what are the elevators you can offer to advertisers and what is the biggest experience when you reach out to clients and they advertise for their business first part is when you are in a session and what to say because I am trying to say this is not a news channel I just want to articulate my point of view while I agree with a lot of things which have been said by all the people out there one thing which is there is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news channel is the news all TV television TV show some other상 star maybe they have it pathmaking innovations career is learning an disaster do the news The news department was the only department which was the main advertising person. That means advertisers have paid and they had less money to reach out to the prospective audience or they don't want to use it. And there are a lot of people talking about the screen space and multiple screens coming. News will say very much very specific of the space. There is a lot of English and the payment which is involved in the digital storm, the marketing platform, the news is still a big part. So, I mean it's a two-pronged strategy for me. My yes, of course, an oracle who is a large man who goes back to the client understanding what their ideas are and working towards that. And then I say that there is not many people talking about agencies after us. In terms of thinking, because they say news means we have to just work, we will see if we want to do this with the audience. If I have to put it in the right way, all the money is on the agencies that can be done to do this. Thanks for that. I think the point that we've made is something that we as advertisers face, which is really a news channel discussion which will never be about the pure, beyond the supporting, right? And being sub-10% of the entire television audience, the news channel is always this important. The challenge for broadcasters is to take the discussion with agencies and marketing about the actual platform, but more in terms of the lack of data. I think that's where the real value comes, which is really where we can add our value. But I just want to... Our companies also mainly do television, which also under the digital essence. Now, in digital, in your classic example, for a client, there is one agency which, for me, does garden advertising and all that. But there is a PR agency which does inclinations. The education that comes out there is fantastic. It charges us up also to do something different. But that is what they're doing. It's the same agency which you like it also. It's the same agency which will... Because advertising is the normal thing. So that is also the area which needs to be... Great point. I think going to... I might try to... One of the points I want to actually reflect on and share is respectful. It's the fact that today people consume media, not in isolation. Which means that all of you are watching the nightclub right now, doing your favorite food cycle, a big show. I think a lot of you might be on phone with you, you are reading a lot something, the hashtag of the day that's trending. You have a strong partner who works and he says you've got a friend and such like that. And therefore, news also permits for a lot of multi-level information. Mobile phone, what you see on the live screen, and we should have something around there, something very kind of. And therefore, how advertisers actually use that to put it back. So I think we should have something. I think that before reading the question, I've got point to make and I've also submitted the same fact in terms of... As an advertiser, we always look moving through different forms. One is form and a format. So everybody, every news cycle, every news, TV or story has changed the format. But nobody is interested in changing the format as much as we deliver to the audience. It was a link to the question I could actually ask about this. I think nobody is waiting for a private time or non-private time. It is only in the mind of seller and advertiser. Because like with the transaction, how do you select between a transaction of good point one versus good point one? You can't select. It's only what's the last negotiation that you actually decide. Whether it's a negotiation or an idea, that's an excellent question. Although it's not sure what's the relationship that you actually drive. But there is no... I have not seen any since last at least two weeks of my particular career and anybody coming and saying because we are dealing with a great end to end product. This is also fatal to what we do, what is mine, what is the business we will do, how it will actually be made. Because we never thought about it. Still in the minds of... even for advertisers, in the hand to the heart, advertisers also started feeling the fact that TV people treated separately, online people treated separately, social institutions treated separately. So let's say separately, end of the day, we are actually going for the same audiences. The audience doesn't change. The profile of the audience doesn't change. So that's a difference. Change is a change of mind sense. It's not about it's an actual change. You can discuss, and in most of the... most of the... how can you actually change it? The audience is not changing. You have to change the way you deliver to your audiences. That's a fine decision. I have a question for you. Let's come briefly back to Avinash. I think he raised the important point about the end product environment. Which means that you are seeing a major, serious, you know, tragedy unfold. And three words like this is when the news channels have an update in terms of visibility. I think seeing an ad that is not rhetoric, or that's totally frivolous, tends to be a little, you know, a little conservative for consumer. And I think that is one area where solutions could be worked at together. Which means one of the advantages why advertisers like digital, one is digital is better measurable. But secondly, it's also a fact that you can contextualize and customize ads almost to the nearest person. So I can have a series of five or six different, you know, by messaging. And depending on whether it's a male, one class, whether it is, you know, younger woman in the early 20s, I can contextualize my advertiser. I think in that context, I think something that advertisers need to share right here is could they therefore have a bank of creative that should something serious or unforeseen happen. Could they pull out, you know, more kind of like advertising and keep it more, could it be like banking and financial services and not putting everything across their perspectives. I'd love to hear, you know, Abhinash's perspective on that because he raised that point. And also, you know, what are the other things, other advantages that his company potentially sees across in the user? See, it is not really the individual environment that I understand about. I understand a lot of things because I spent quite a lot on the channel and the distribution of these products. It was for us, we were a minority community in the population in India which had a 60-50 divide between GCC and GSCAP. So people don't have a very big sharing of it. But let me ask you a different kind of question. How many of the news national news channels are there? Can somebody give me an idea? There are more than 22. Everybody has all those same content running through. How could I consume Saas Kaur on News Channel? How could I consume Kavisa Phelan on a news channel besides GCC? Kaur, Holi makes the sense that since there has been a tradition of Kavisa Phelan and before Holi came from the eastern part of India but then we were how does it happen? The second challenge that I get is the reach. The reach of GCC versus the reach of a news channel. Vertex, CPR is always higher. Forty. It is so urgent that if I have to choose frequency as a this news channel for frequency why would not I go on the news channel? That's my other question because what I will see the reach and the geography that is generated through the news channel news channel costs almost one and a half times. If I start and GCC costs some of those 4,000 rupees you might send max and G700 costs some of those 6,000 6,000 from the 500 rupees but you look at the way they gave you the reach and the opportunity to see OBS in your language it is OBS. The opportunity to see on a new channel is much bigger and then your news channel and the kind of content that will come out there becomes more entertainment and less of a news channel therefore I will go for a vanilla entertainment mode that's my question and I just compare and I just pulled out 6 months day before I came here and I can say it's one idea you can focus on one more and I'm sure the cost per TRP in movies and genre is almost 40% of what I pay for the news channel so those are the challenges that we need to meet up and stand up to and a good point I mean Arshad just to put that in context and to recognize that GC movies news I put cost structure of the production that we have to take news is always going to be typically a more expensive media you need to have cost quality in the crowd you need to have people reach it out television is really about kind of blogging the rights that was from movies that was pretty easy and every time there are not television there is one cost element but I think you made a bad point Varun want to respond to some of the other parts in terms of cost we are doing that on Arshway so I let Varun respond to the things that I said and put forward the cost of news but whenever there is a breaking news 4 hours 3 hours 5 hours you go break less there is not a single break that you keep and I'm not going to say that is there that is there you have to also see in your topic of jihadis and all madam money pay on an entertainment channel because money is pure news channel see the difference that is true number 3 which is the most important point there distribution people get money back in entertainment in the government so news there is no other time and in my case of business 2 4 most important point if you see Times of India I want from just a news broadcast will come to you when information broadcast is coming news is becoming infotainment today like any news channel so viewers should go back in high on a news channel because they want to know what has happened behind the scenes in terms of series so ultimately any any dollar will give all the basic what there was what and all the viewers are there see how does it matter to me what are the costs and so on it doesn't matter to me I can say you know see the way it was started see the cost is what you trying to figure out when you are trying to figure out I was saying that the cost you pay to achieve to achieve and then because if the cost you pay to settle there is a price but then as I said I am not comparing to the start class I am not comparing see the top 2 channels would be as per can be achieved right and top 2 mini channel would be G-Cenema and Sejna so see I am telling you what in terms of how and why so as a fundamental principle you can't compare actual knowledge so let's not try to compare news whether it is English Hindi not about the content of even movie channels also what does that say what do they show I think everybody in the movie every they would have seen through which of at least 200 times if not the movie at least at least they would have seen the title through which of at any part of time today most of the content is coming they will do many other projects in respect to I am getting see you can't compare you can't compare with a particular channel which is private it has to be a place that can actually compare just not compare actual knowledge that's not a right way to put the perspective I think fair point what we understand really is the cost of the movie but I think the point that others should try to make is advertisers should see the minute as I am the project I was having interviews with captains my product what is the best then optimized and therefore at the back of this bio the mass is real and they can use as category is also very competitive I want to make this bring the last point in perspective I think one of the other significant advantages that users have I think is a lot of it is the regional feeds I am not just talking about feeds for various states and such like but today it's that sets a very regional and a topical meaning it's if you look at the FL we have local outfits our stuff traditionally is followed a lot of retail and a lot of city specific feeds I think that's one advantage that can be played out something that you see in movies and sports can't offer but I think television news has a lot of regionality a lot of very sharp focus to particular geographies you know elections have a particular state that's an opportunity that our friends can look at possible so I just like I'm going to be kind of way on this and say that has he used these special features in these special ways specifically when he's doing a particular campaign for any of the proxies handled after we show that so I tell you very very important that talk about and say the cases like in the fast if the plan is incomplete if it doesn't have a news channel definitely national news channel and the regional news channel is relevant in that platform and across we talk about lots of experts behind almost close to every every particular whether it's electric or everything but he wants a new channel and then obviously in the actual financial media we will make whatever the target is and definitely the regional finances will be a lot of value put because apart from the national news also across the local very connected news so talk about definitely you are bringing to my particular market I'm getting perspective from the national channel that I do but I also want to use my particular regional language that I actually use make it always far more relevant to the market second is beyond the fact that we have regional news that are relevant to certain audiences which is something that a market will respect and understand third is actually looking at editorial integration and therefore demand of the market community can you have two or three options so if you use the market changes the market some point I pulled back and I see something very something that happened I think that's another part the fourth part is you're thinking the value of integration the fact that as a charter you guys enjoy great credibility how do I integrate products very creative manner that will But I'm going to take the liberty of throwing over just two questions, two critical questions that we are discussing in the marketing, since all of you guys belong to this community. So those two questions is what we take, and if you identify yourself and correct your questions, then you are going to discuss them. Thank you very much. My question is that today, you know, people just switch to another channel, as soon as the advertisement comes, whether it is a news channel or even a movie channel also. So what is the relevance of spending so much money on a TV channel? There are hundreds of channels, so why are you waiting? You know, I am missing two news, and this happens to me also. It happens to everybody. So I need your comment. Go. Okay. A quick short answer. I think advertising is a design part of life across all genres. I think people have the ability to inform themselves about the category. Having said this, I think a lot of advertisers recognize that relevance in terms of scrolling is something of a funding. And there are times when you are on the way to get to the sessions, you will be able to get to it. So I am going to leave the chat because maybe we don't have all the answers, you can check the answer from other queries offline. I see another question from the gentleman over there. Sir, I am the founder of the 10 years network. Sir, my question is to address the money. Sir, you just said that in 2018, the digital platforms like news platforms, they have written a high amount of new channels advertising. In the year 2018, you said that the digital news platforms have written the as high as the new channels. If you look at digital, I asked you how it works. And if you see everything has a threshold level. The threshold level for digital was not the same as before that. Because see, it was a metro-centric thing. If you look at 70% of the people who are using digital media on mobile devices, on the internet, on the phone, metro. While India is almost 10 crores in metro and we go beyond that, then there are 125 to 150 crore people who are living outside that. So the importance of the broadcasting media was much lower than digital. Now we have almost 55 crore people on digital platforms. So that is a humongous compliment. The way data has been done in the earlier years, we used to pay 250 rupees for one GB of data and that 3 GB of data was not enough. Today you pay 199 rupees and you get 1.4 GB of data every day and it is 4 GB of data. So I am sorry. I think that is the true effect of the very high-end point data. We just say one last person from the general has a microsecond. One last person please. I am interested and I have learned some very important I just have a program regarding fast running on the computer. I regret that we are not working properly. I am a technical expert. The question is that you know, I find something, you know, for example, where that's been, you know, just a few seconds of clips, you know, I found that, you know, the lag was not maintained, it was not released. It was not even, you can say in detail, nothing works or not. You can say a first aid for here. Sir, I think that's the side of it. Sir, I think that's the side of it. Sir, I think that's the side of it. Sir, the question is that you know, why 240 channels or 30 channels and many hundred channels, you know, they are the same kind of clips. Okay, thanks. Thank you. Thank you. Thank you. Please take your seat.