2020 has been an uncommon yr by all accounts, whereby a pandemic impacted each side of enterprise and life. The tv trade needed to face the brunt of the COVID-19 affect too. The affect got here in two types. Manufacturing of the unique software program was halted for greater than three months, resulting in a content material disaster of kinds. And whereas the content material pipeline was restored largely by July, the promoting affect will proceed to be felt effectively into 2021, if not later.
As we get set to enter 2021, here’s a listing of 5 key challenges the Indian tv trade will face within the new yr:
- Highway to Restoration
2021 can be a yr of restoration on the income entrance. The true affect of the financial slowdown could also be felt within the early months of 2021 particularly. Channels have to attend it out and let issues inch again to normalcy. There’s all the time an opportunity that the rebound, every time it occurs, could usher in windfall features, as suppressed shopper demand from 2020 will come into the forefront. However that may even rely on how the economic system recovers, and there’s little channels can do, besides to be extra prudent of their bills and their content material decisions.
- The Measurement Disaster
There’s a measurement disaster brewing at a time when the trade can solely ill-afford it. Particular channels, principally within the information style, have been accused of individuals meter tampering. One of many quick fallouts of this controversy has been BARC India’s resolution to disable channel-level scores for the information style. The Authorities has dropped hints that it desires to be concerned within the score course of extra actively. One hopes the approaching yr doesn’t see extra disruption on this regard.
- Nostalgia & The Ramayan Threat
2020 has been the yr the place nostalgia has been evoked in no small measure. Ramayan, with its big success, grew to become the flagbearer of this pattern. However with each pattern comes the danger of misreading (and over-reading into) it. One hopes that GEC content material in 2021 doesn’t turn into a sufferer of this drawback, as a result of an overkill of something, be it mythological reveals or nostalgia, is unhealthy.
- The Area of interest Channel Problem
Occasions have been robust for area of interest channels for the reason that implementation of the New Tariff Order, and the COVID-19 outbreak has not helped. A number of area of interest channels have shut down within the final yr or two, of which the latest ones are Turner’s English language film channels. Whilst GECs, film channels (regardless of a pipeline deficit for brand spanking new content material) and information channels proceed to prosper, area of interest channels, particularly within the music, infotainment & life-style genres, should work doubly arduous to maintain.
- The Digital Influence
This brings us to the final level on the listing: The affect of digital media, together with the OTT platforms. Far too protection has been given within the media to debates that depend on false binaries, akin to OTT vs. Theatres or OTT vs. TV. Tv is firmly entrenched because the household medium for mass India and is right here to remain. However deep penetration of the smartphone is creating basic societal adjustments that the tv trade should adapt to, in its selection of content material, in its advertising, and in its model guarantees. If executed effectively, the digital affect generally is a plus for a medium that’s largely proof against it, besides channels of the area of interest selection talked about above.
Right here’s hoping for a terrific 2021 for the Indian tv trade!
Disclaimer: The views expressed listed below are solely these of the writer and don’t in any means symbolize the views of exchange4media.com.