Media Scene in India and Future Trends Ppt 4671

8/8/2019 Media Scene in India and Future Trends Ppt 4671

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MEDIA SCENE IN INDIA AND

FUTURE TRENDS


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Media buying agencies

Agency of record (AOR)

Central Media Buying (CMB)


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4 out of 10 Indians are still not

reached even today


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Every 100 kilometers the dialect

changes


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A country with many tongues

16 official languages

Approx. 1000 dialects


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Geographical size

7th largest area mass

Population/ Area mass India is No.1

In comparision even USA is No.4


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Media target

15 million people are being added everyyear

5 14 age group 26% population < 30 yrs - 70%


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Rural Urban Divide

20 to 30 % of the population, with the urban %growing every year

39% urban population are concentrated in the top35 towns (towns over 1 million)

52% of the rural live in the smallest villages.

4 out of 5 HH have an HHI of less than Rs. 2000

p.m.


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Market Penetration is far higher

than media penetration


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Growth of Media Expenditures

1994 Rs. 3500 crores

2000 Rs 9000 crores

2005 Rs 16000 crores


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Time spent on Media

2000 2001 2002 03-04 2005

Press (cr) 23.2 23.3 23.1 25.2 36.0

Time spent min 32 31 30 29 35TV (cr) 33.3 34.3 35.0 37.0 38.6

Time spent min 113 110 112 108 106

Radio (cr) 12.2 10.5 10.1 13.8 15.3

Time spent min 64 63 66 80 80

Internet (cr) 0.3 0.5 0.8 1.2 1.2

Time spent min 65 65 66 58 60


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Types of Media used

TV

Press

Radio Cinema

C & S

Internet


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Share of expenditure by media (%)

Year TV Press Radio Cinema Outdoor Internet

1990 23 63 4 0 9 0

1995 29 59 3 0 9 0

2000 46 45 2 1 7 0

2005 41 49 2 1 6 1


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Top ad spends by category (rank)category 2001 2002 2003 2004 2005

Soft Drinks 1 3 9 10 7

Soaps 2 1 1 2 1

Automobiles 3 7 7 5

2 wheelers 4 8 6 6

Toothpaste 5 5 5 8 4

Shampoo 6 6 3 1 2

Corporate 7 4 2 3

TV 8

Comp Edu 9

Website 10

Detergents 2 4 4 3

Hair Oils 7

Fair creams 9 10

Mosq. Rep 10

Cell Phone Ser 8 5 6

Biscuits 10 8

Cell phones 9 9


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Top 10 brands 2004 BE

Ponds

Fair and Lovely

Brittania Vicks

Bata

Colgate

Lux

Rin Dettol

Tata salt


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Top 10 Advertisers

Company 2002-2003 2003-2004 % Change

HLL 842 759 (9.8)

MUL 384 516 34.3

ITC 219 267 21.7RIL 160 221 37.9

Ranbaxy 131 182 39.5

Dabur 160 155 (3.1)

Colgate-

Palmolive

185 148 (20.1)

Nestle 151 136 (9.7)

Bharti Cellular 118 133 12.6

Bajaj Auto 129 129 0.2


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Top Trusted Agencies 2004 BE

Rank Agency No.of top 20brands -2004

No. of top 20

brands -2003Top brand

1 Lowe 6 6 Fair andlovely (7)

2 JWT 5 7 Lux (2)

3 O&M 4 3 Ponds (6)

4 TBWA 2 0 Zandu balm

(16)

5 Rediffusion 1 1 Colgate (1)

6 Bates 1 1 Tata Salt (4)

7 Ambience 1 1 Vicks (9)


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Media Reach (2000)

(%)Media Urban Rural

TV 79 40

Press 58 15

Cinema 29 14

Radio 18 19


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Media Reach (2000 2005)

Media Urban

2000 2005

Rural

2000 2005

TV 79 (56) 83 (65)4

0 (18) (28)

Press 58 45 15 19

Cinema 29 10 14 5

Radio 18 33 19 28


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Media Penetration NRS 2003

Media All India Urban

Print 25 46

TV 53 80

C&S 20 46

Radio 22 25

Cinema 7 11

Internet 1


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Share of Adspend by media (%)

Media 2003 2004

TV 45.2 44.8

Print 42.5 42.5

Radio 2.2 3.0

Cinema 0.1 0.2

Outdoor 9.3 8.9

Internet 0.6 0.7


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% HH owning TVs

owned 1998 2000

1 97 96

2 3 4

3+ 0 1


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TV ownership

(million)1995 1998 2000

Total HH 159 174

180

TV owning

HH

42.5 54.5 61.5

% 27 31 34


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Top 5 programmes in C&S

channels (2000) Kahani GharGhar Ki

Kabhi Saas Bhi Kabhi Bahu Thi

Kasauti Son Pari

Kahin Kissi Roz


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Top 5 serials (2003)

Kyunki Saas Bhi Kabhi Bahu Thi

Kahani GharGhar Ki

Kasauti Zindagi Ki Des Mein Nikla Hoga Chand

Jassi Jaise Koi Nahin


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Top 5 channels preferred

Star Plus

Sony

Zee Regional

Doordarshan


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Top 5 Revenue earning channels

(2005) Zee Telefilms 1360 cr

Star India 1300 cr

SET India 1000 cr Doordarshan 665 cr

Sun Network 300 cr


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Top 5 revenue earning Channels

General Entertainment(2005)

Doordarshan

Star Plus

Sun TV Gemini TV

Zee Cinema


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Top 5 revenue earners in

News channels (2005) DD News

Aaj Tak

NDTV India Star News

Zee News


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Channel categories preferred

Movies

News

Sports Music


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What does the future hold?


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TV and C& S

Fragmentation of viewership

DD will counter this with more private

participation Satellite TV will provide further growth

impetus through regional /niche channels


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Press Readership

(%)Language Dailies Magazines Total

English 7 16 15

Hindi 45 40 41

Vernacular 48 44 44


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Print Penetration (NRS 2003)

Across SEC Penetration %

Urban 46

SEC A 85SEC B 69

SEC C 51

SEC D 33

SEC E 17


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Publications

There are over40000 publication beingprinted.

85% of these are language publications


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Readership

(%)Publications Total Male Female

Dailies 32 44 18

Magazines 18 23 13

Any

Publication

34 46 21


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English vs. language (2000)

Among the dailies, the first 8 arevernacular. TOI comes 9th.(TOI is now

No.3)

Among the magazines, INDIA TODAY is2nd. All other nine publications are

vernacular.


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Print - NRS 2003

TOI is No.3 in the top 10 publications. The firsttwo are vernacular Dainik Bhaskar and Dainik

Jagran (DJ is now No.1 2.2 crores circulation)

Among the English Dailies, TOI, HT and TheHindu are the top 3. For the first time an afternoon

daily, Mid-day is No.8 in the top 10 dailies.

ET is the only business paper to make it to theEnglish top 10 at No.6.


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The future

Had to pull up its socks, Satellite TV washitting it. Had to resort to better analysis,

packaging, layout.

Reshaping layout , colour, spl. Issues,local editions

Aggressive Marketing invitation pricing,freebies, subscription drives


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Contd

Segmentation

Interest groups eg.men, women

Content based business, sports, fashion Pampering the reader visual quality,

features


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Vision

Current monopolies weakening, nichepublications

Future further fragmentation, press barons

entering radio /TV, innovate beyond space withadvertorials, promotion events, sponsorships

Exploit emerging opportunities in cross mediaownerships

Implication striking cross media deals,leveraging spends


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Radio

State run among the largest in the world

3 tier broadcasting system local, regional,

national Programming in 24 languages and 146

dialects


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What is the present status?

Reaches a very large audience.

A very important vehicle for the rural

market Impact however has been going down

because of TV.


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Future

Huge resurgence because of FM.

Mobile audience

Large media groups and channels enteringthe fray.

Local ethnic stations to spring up

70% of non TV HHs do not own radio orhave access to radio. Huge potential forgrowth.


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Cinema

Current status

Reach going down owing to theatre viewership

going down. However, South is the only exception

where cinema is next to TV in reaching audiences.

Future High impact but stagnant medium.

a small revival is expected in

larger cities with multiplexes and betterviewing facilities.


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Outdoor

Is still relatively unorganised

Heavy usage for liquor and cigarettes

Lack of monitoring services


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Technology is showing the way

Hand painting to digital painting

Metal to paper to PVC/vinyl

Illuminated sites frontlit/backlit Vinyls to lenticulars (lustrous)


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INTERNET

Net advertising comprises only 0.5 % of thetotal adspend of the industry.

Likely to grow upto 3.7% in year 2005


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Internet usage

Major uses from Internet

1) e mail 37% now 32%( inclusive of

surfing)2) chatting 15% (now 32% )


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Time spent on the Internet

All Cybercafe Home Office

Base

(million)

62.5 21.2

(32)

20.3 21.0

(30)Avg. times

accessed/

month

20 15 21 19

Avg. no. ofhours/day

1.2 1.3 1.8 0.6


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Media access for the average

consumer Cinema 5 visits/year Press 22 min/day

TV 64 min/day Radio 17 min/day

Outdoor 15 panels /day


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Media knows no boundaries; it is

no longer constrained by

traditional choices

Documents

Media Scene in India and Future Trends Ppt 4671