Channels bloom as TV biz shrinks

Indian television broadcasters are launching new channels, defying stagnating revenues and advertisers flocking to digital media. Their bet: targeted categories catering to large audience segments are still relevant.

- Lata Jha

Zee Entertainment Enterprises Ltd recently launched Kannada and Bengali language channels Zee Power and Zee BanglaSonar. Sony Pictures Networks India added Sony MAX 1 to its movie portfolio after Shemaroo Entertainment Ltd launched Shemaroo Josh, a full-fledged Hindi movie channel. These channels follow both ad-supported and subscription models.

Categories that either play to mass appeal or serve underserved niches tend to make sense, according to Charu Malhotra, managing director and co-founder at management consultant Primus Partners. Broadcasters are looking at areas where consumption is habitual and there's still room to differentiate or where advertisers want guaranteed reach, she said.

Malhotra cited movie channels, music, regional language entertainment and devotional content as obvious examples as they draw steady audiences and predictable advertiser interest.

Sports and kids' genres, she said, also have strong stickiness.