FICCI-KPMG-Report-13-FRAMES

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28 The power of a billion: Realizing the Indian dream The table below lists the top 10 fiction and non-fiction launches in 2012, as measured by Ormax Media’s ‘Showbuzz’ which tracks the UA (Unaided Awareness) of new shows on television. Top 10 fiction and non-fiction launches in 2012 Fiction Non-Fiction Show Channel UA Love Marriage ya Arranged Marriage Sony 37 Veera Star Plus 30 Anamika Sony 29 Madhubala Colors 27 Kairee Colors 26 Chhal – Sheh Aur Maat Colors 24 Qubool Hai Zee TV 24 Byah Hamari Bahu Ka Sony 23 Punar Vivah Zee TV 22 Khamoshiyan Star Plus 21 Source: Front Page 2012 – Ormax Media Show Channel UA Big Boss 6 Colors 39 Satyamev Jayate Star Plus 37 Kaun Banega Crorepati 6 Sony 34 Jhalak Dikhhla Jaa Colors 23 Indian Idol 6 Sony 18 Nach Baliye 5 Star Plus 18 Movers and Shakers SAB TV 17 India’s Got Talent 4 Colors 14 Sa Re Ga Ma Pa 2012 Zee TV 13 DID L’il Masters 2 Zee TV 12 Source: Front Page 2012 – Ormax Media © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Broadcasters continue to invest in movies Movie acquisition costs continued to soar as broadcasters retained their strategy in using block-buster movies to sustain viewer interest and buzz. Star Network is reported to have invested approximately INR 3 billion on movie acquisitions in the past year. Zee Entertainment on the other hand is reported to have invested INR 2 24 billion to acquire 10 movies during the year. After syndicating its library of over 500 films to Star India earlier this year, Viacom 18 entered into an exclusive licensing agreement with Eros International Media for forthcoming releases and is reported 25 to have acquired 9 movies for satellite broadcast. Star continued the trend of premiering its big movie acquisitions on its movie channel Star Gold, rather than on its flagship GEC. Star Gold premiered blockbusters like ‘Ra. One’, ‘Bol Bachchan’, ‘Kahaani’ and ‘Housefull 2’ during 2012. Zee also premiered ‘Agneepath’ on its movie channel Zee Cinema. However, our industry discussions indicate that it may be more challenging to monetize blockbuster premieres on movie channels than on the flagship GEC, as effective rates may not be as high. 24. Afaqs, 4 April, 2012 25. Indiantelevision.com, 6 July 2012 26. Timesofindia.com, 21 September, 2012 27. Business Standard, 22 October, 2012 The level of TRPs generated by blockbuster premieres in 2012 appears to have declined vis-à-vis the level in 2010 and 2011. In a bid to control movie costs, networks had started to acquire movies before its theatrical release, sometimes even at the concept stage. However, many channels are reported to have suffered losses 26 from such investments, as some high profile movies did not perform as well as expected on the box-office. TV networks have indicated that they may be less aggressive than earlier in paying for movie acquisitions, and wait for the box-office response of the film before acquiring satellite rights at high prices. For example, in a recent press interview, Colors indicated that with the cost of movie acquisition having gone up five times, the channel will continue to buy movies, albeit less aggressively and at the right price 27 . Our discussions suggest that blockbuster movies and movies catering to a family audience may continue to witness price rises, while prices of non-family movies (particularly those not rated for “Universal” viewing) may not see such aggressive bidding.
The power of a billion: Realizing the Indian dream 29 TRPs of films 2012 2011 2010 Film TRP Film TRP Film TRP Ra.One 6.7 Bodyguard 10.3 3 Idiots 10.8 Bol Bachchan 4.8 Singham 8.8 Dabangg 9.2 Agneepath 4.7 Zindagi Na Milegi Dobara 4.1 Ajab Prem Ki Gajab Kahani 7.5 Ek Tha Tiger 4.6 Band Baaja Baraat 2.5 Khatta Meetha 4.8 Source: TAM (for 2012); Press articles (other years); Copyright reserved with TAM MEDIA RESEARCH PVT. LTD. Any use of TAM data (or derivative thereof) mentioned herein without express permission of TAM shall be treated as illegal Hindi movies Hindi movies is the second biggest genre in the Hindi speaking markets, with a viewership share of close to 12 percent in 2012. In 2012, the genre increased its viewership share by 13 percent 28 . A part of this growth may be attributed to inclusion of LC1 markets in TAM ratings measurement, where Hindi movies account for a larger share of the market compared to the HSM average. The competition in this genre continues to remain intense, with most movie channels of the large broadcasters delivering 50-60 29 GRPs per week. Two new launches in the category in 2012 were Movies OK from Star India and Cinema TV. “ “ If there is a phenomenon waiting to happen, it’s regional. - M K Anand CEO Broadcasting, Disney-UTV The Hindi movies genre is a fragmented market with 12 players competing for a 4 30 percent share of the television advertisement pie. The advertisement market for Hindi movies has stabilised at around INR 12 31 billion, and is expected to grow at a steady rate going forward. The genre continues to be under-valued vis-à-vis viewership share, while channels struggle to keep rising movie acquisition costs in check. Movie channels belonging to large broadcasters have the advantage of being able to access libraries of their parent networks. Newer channels like Cinema TV are looking to reduce costs and differentiate content with a library of older movies from the 70s and 80s. Regional channels Regional channels accounted for approximately 26.6 percent of total television viewership in 2012. Of this, the Tamil and Telugu markets account for approximately 50 percent of total regional viewership (marginal decline from 52 percent in 2011). In comparison, Marathi and Bengali markets account for close to 29 percent of total regional viewership 28 . 28. TAM; Week 1 to 52, 2012, All India CS4+ market. Copyright reserved with TAM MEDIA RESEARCH PVT. LTD. Any use of TAM data (or derivative thereof) mentioned herein without express permission of TAM shall be treated as illegal 29. Industry discussions conducted by KPMG in India 30. Pitch Madison 31. Industry discussions conducted by KPMG in India “ Regional genres are showing phenomenal growth in terms of viewership. Advertisers are yet to tap into the large potential of retail consumers in these markets and local advertisers would be willing to pay a premium for this audience. Scan the QR code to hear more from Punit “ - Punit Goenka MD & CEO, Zee Enterprises Entertainment Limited Regional GEC is the most dominant genre within regional channels in terms of viewership share, accounting for 76 to 78 percent of audiences in the Bengal and Marathi markets, and 65 to 70 percent in the southern markets. Broadcasters are looking to strengthen their portfolio of regional channels with new launches; Zee and Star both launched their Bangali movie channels – Zee Cinema Bangla and Jalsha Movies. Star owned Asianet Communications also launched Asianet Movies, the first satellite movie channel in Malayalam. Gujarati Dailies Sandesh and Gujarat Samachar launched their news channels – GS TV News and Sandesh TV. A new Bhojpuri entertainment channel Anjan TV was launched by AAP Media. © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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06 Round up of the year that was Th
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FICCI 2013 143 “ The Amendments t
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© 2013 KPMG, an Indian Registered
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09 Outlook for the year The power o
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11 Technology The power of a billio
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Acknowledgement We acknowledge the
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