Let's Talk Media: From Tiny Toons to Titan Tussles!
Dear Readers,
Hope this finds you well, as we dive into the ever-shifting sands of the
Indian media landscape
. As this marks our inaugural newsletter, we are particularly excited to share the truly fascinating shifts we've been observing, and as always, our community of sharp minds is the first place we turn to for insights.
Let's dig in, shall we?
This week, the
digital
tide continues to pull everything in new directions, creating some of the biggest waves in unexpected corners. In today's edition we are looking at the growth in Kids' TV, the strategic cost-cutting crusades by major OTT players like ZEE5, and the fiery tariff disputes in the DTH sector involving giants like
Airtel Digital TV
, ZEE, Sony, and
Tata Play
. We'll also examine the evolving debate around star power versus story power in marketing as brands adapt to this dynamic environment.
First up, a truly compelling development in a segment often overlooked in the broader media discussions:
Kids TV genre still a star in the age of streaming?
This piece delves into how the kids' television genre is performing on traditional TV, even with the meteoric rise of digital platforms. It explores how this genre is adapting, maintaining its viewership, and also exploring other avenues to stay relevant.
Read here.
ZEE5 aims to slash operating losses by up to 60% in FY26
This is a significant move from ZEE5. In a market where growth has often overshadowed profitability, their focus on drastically cutting operating losses signals a maturity in the OTT space. What strategies do you foresee them implementing to achieve this ambitious goal? And what does this mean for the competitive landscape?
Read to know more.
Star Power vs. Story Power: What really drives engagement in modern campaigns?
This authored piece brings up a timeless debate that's taking on new dimensions in the digital age: Is it the celebrity endorsement or the compelling narrative that truly engages audiences today? Given the cost-cutting measures by OTTs, how do you see brands balancing these two forces? Are we seeing a genuine shift towards story-led marketing?
Click here to know more.
OTT platforms scripts new strategies to cut cost
This article highlights a broader trend across Indian OTT platforms – a collective embrace of cost-cutting. It feels like the era of "growth at all costs" is fading, replaced by a push for sustainable growth. How do you think this will impact content creation and consumer pricing in the long run?
Read here.
And speaking of pricing and distribution, we're seeing some serious fireworks in the DTH space:
Airtel Digital TV removes ZEE channels amid tariff disputes
Looks like tariff disputes are heating up! Airtel Digital TV has cut ZEE channels, reminding us that even in the digital age, carriage fees and content rights remain a huge battleground. What's your take on these ongoing disputes?
Click here.
Sony moves Bombay HC to challenge TDSAT stay on Tata Play disconnection
Sony is challenging a TDSAT stay concerning Tata Play. These legal battles are crucial because they set precedents for how content is distributed and monetized. How do you think the courts will navigate these complex commercial disputes, especially with consumer impact in mind?
Read here.
Whew! That's a lot to chew on, but that's what makes this industry so exciting.
Tag us on LinkedIn (ET BrandEquity) with your thoughts.
Stay tuned for the next edition of the Media & Entertainment newsletter, coming to you every Friday.
Until next time, keep those brilliant brains churning!
—Team ETBrandEquity
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