Avinash Pandey COO at ABP Star News Reviews on Outlook of TV Advertisement in the Next 6 Months

Observers of TV advertisements have marked a significant rise in the revenue generated from TV advertisements in the first half of 2015. Despite a growing rise of Internet and an increasing investment in mobile ads by the marketing strategists, TV advertisements still remain the most potent form of advertisement. It is postulated that in the coming times, TV ads will still see a steep rise in their number as well as the revenue they bring on the products being advertised.

Avinash Pandey, with a long marketing experience in the TV industry through Star News and ABP News, says that advertisers still have faith in TV as a potent medium of creating an impact on the viewers. This is because the new media such as the Internet and mobile advertising have not yet reached all corners of India. In contrast, TV has a pan-Indian reach and its viewers continue to grow in number. As compared to the previous generation that used to have one TV in a family, today it’s not unusual to have 2-3 TVs in a single family. Thus, even in a family each member has the option to watch a different programme. Considering there are thousands being broadcast on hundreds of channels in India and 24 x 7 news channels constantly running, there is immense scope of TV advertisements growing several folds in broadcast time as well as the revenue they generate for the advertiser.

There is a sector of TV advertisements that is often overlooked. This is the political advertisements sector. The recently concluded Bihar election saw the all pervasive TV advertisements being exploited by the various political parties to their full potential. There are several elections coming in near future, including those in Assam and UP. Political events form a major venue for the TV to get landslide increase in revenue through the political advertisements. The various TV News Channels have a special stake in this sector, as the performance, interviews, press conferences and branding of various parties and their leaders are closely related to the TV News programmes, panel discussions and other news-related programmes being presented on TV.

Avinash Pandey the COO of ABP News says, “This is an immense opportunity for the TV News Channels to garner revenue through political advertisements in the coming months. Apart from this, other events related to popular programmes also present a great opportunity for the TV advertisements to grow in number as well as in revenue.” With the TVadvertisements slated to grow in number and revenue, the TV as a potent force for the marketers remains a reality despite the growth of Internet and mobile and table industry. 

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Avinash Pandey COO at ABP Star News Reviews on Problems in the News TV Today

There are many kinds of problems plaguing the news channels of TV today. Many of these have come from the print media and have acquired immense complex proportions today. This is not a problem of just Indian media, but is prevalent in other parts of the world too. Many of these problems have their roots in the mindless race to top the racing charts so that revenue can increase. Some of these problems have arisen because of faulty education system of today that produces ill-educated people. A major reason also lies in the way media institutes train journalists especially in India. In this article we will explore some of these issues.

In the US, some of the major media and survey agencies have been studying the audience perception to media for some decades, i.e., at least since the beginning of 1990s. they have found that a sizable proportion of American society don’t really trust the reliability of the news being presented to them. They also find the headlines problematic in that they feel that these news headlines don’t present the event being report realistically. Besides, they feel that undue focus is given to the sensational news such as murder, personal lives of celebrities, accidents etc because news channels feel that these will bring in more viewers for their channels. The less but more important news is being marginalized in the process because it is not viewed by the media houses as bringing more viewership. Climate change, policies of the govt, news that presents the US in a negative light etc are some of these. The worst malady that plagues the American media according to the TV viewers is the weak command over the English language of the reporters, news writers and editors. There are glaring grammatical errors and weak presentation in terms of language in news programmes. A strongly analytical news programme that presents an event covering all its pros and cons without any errors is hard to find in the US, according to the American TV news viewers. 

AvinashPandey, COO of ABP News in Delhi, says, “We blindly accept the superiority of the Western media without analytically and critically looking at what the people of those countries think and whether these media channels are really flawless as we imagine. After all, they are also business houses aimed at increasing profits for their channels. Hence, we should critically look at the problems of TV news channels before forming any opinions.”

About the Indian news media channels, the less said the better. In last few years, several cases of malpractices by the Indian news media have come to light. The sensationalism referred to above has acquired monstrous proportion in Indian TV channels, where balanced analysis and critique of events in the country as a whole are completely sidelined in favor of sensational news, mostly located in Delhi and in surrounding area. Global news is non-existent in Indian media. Weak language is glaring as reporters, writers and editors make errors in writing simple words. This reflects poorly on their education. Media institutes train people only in technical skills in editing, reporting, news writing etc. as a result, hundreds of thousands of young people come out of media institutes to join the TV and print news media without any training in critically analyzing the local and global events. They are trained to make the news presenter and TV host look good on TV, without any skill in presenting a news report intelligently. This problem has acquired enormous proportions in the TVnews and an intelligent, serious, critical, TV news channel is hard to find in India. Attempts to sell news slots to wealthy industrialists, celebrities and politicians for presenting their marketing strategies as “news” are rampant and have been reported in the past years. TV panel discussions are nothing but a waste of time, with all participants fighting and making no sense to the TV viewer. 

Mr.Avinash Pandey, COO ABP Star News, says, “Unless we create a TV news space that presents all parts of the country in a balanced manner and gives the viewers a critical, sensible news programme, TV news channels are going to suffer seriously. However, there is still hope because TV is still popular in India and the world and the Internet has not completely replaced TV news so far. Hence, we can work on these problems of TV news channels and evolve a critical, analytical and sensible TV news media.”

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