Specials

Editors give thumbs up to branded content, if it doesn’t interfere with quality

https://us.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/event-coverage/2014/11/01/edito.jpg?itok=hKRR6zbb

MUMBAI: While the business heads and sales heads are worried about how to keep revenues growing, the editors are concerned about keeping them away from getting into their editorial decisions. Discussing exactly this was a panel at the 7th Indian News Television Summit that saw ITV Network editor in chief Deepak Chaurasia, senior columnist and veteran journalist QW Naqvi and Mi Marathi consultant and former IBN Lokmat chief editor Nikhil Wagle that was moderated by indiantelevision.com group founder, CEO and editor in chief Anil Wanvari.

The discussion started off with Wanvari asking them how much would allow business heads to interfere with the editorial. Naqvi said that a business target should not influence editorial decision. Wagle said that he is aware that business is needed to run a channel but ‘without interference the channel can be profitable.’

Chaurasiya was of the opinion that both need to be together for the business model to survive. “The company will go into loss if the model is wrong. The editorial should know the company’s profit and loss because it can’t be a loss  making business. However, sales and editorial should not have the authority to decide whether or not a story should be shown or the angle of the story be taken. If the marketing team will tell me that a particular party is giving money if we do this story and in this angle, then I would say I have surrendered myself to them,” he said.

Wanvari said that political parties were different from brands, to which Wagle said that he isn’t against sponsored programmes, if they are disclosed. “If I was an editor, either I will stop such content or resign,” he said. Naqvi said that he is fine with integration where the quality, judgment and quantity isn’t compromised. “A programme shouldn’t be made just to make a brand happy despite not having any value,” he pointed out.

Chaurasia however said that even a half an hour show with bad ratings will ruin his day’s average, so he hesitates while taking advertorial, despite the money. “Rather than think short term, I think its long term impact on my ad rates. 90 per cent advertisers want to make the show in their perspective,” he said. He was however worried about how with too many ads the time spent on the channel is decreasing.

Times Now editor in chief Arnab Goswami is a brand in himself, which is being used by the channel, said Wanvari asking whether the three of them would allow that to happen to them. “TAM ratings only give numbers, not reactions. When that can be analysed, the real worth of a brand will be known,” he said.

According to Chaurasia, with emergence of new channels and people shifting channels, it isn’t easy to keep brand loyalty. “Now-a-days people think that in four months, people will start asking for autographs while the first generation journalists have taken many years to prove their worth. They feel marketing will help them become this sooner,” he said.

Moving on to the digital play in the future, Naqvi said that there is no doubt about digital being the priority for all. But when Wanvari asked if the editor would go with the marketing to an advertiser, Chaurasia said, “My work is to do content and make them understand the meaning. I have to get them ratings, revenue is a different department.”

The regional space will see proliferation of digital in five years, according to Wagle, and long format journalism will be replaced by short form.

Responding to Wanvari’s question about syndicating shows like how Al Jazeera or BBC does, Naqvi said that when the format will turn to digital, they could think of creating content that could sell because then the audience becomes global. “For this, we will need good internet connectivity till the remotest corner of the country,” he said. However, he also pointed out that not too many channels will survive digitally because people will not want to clutter their phones, but won’t mind seeing a long list of channels on TV.

Latest Reads

https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/itv-nt-awards-3.jpg?itok=5i_c8aDu
NT Awards announces its jury

NEW DELHI:Indiantelevision.com’s unique summit and award property that honours the crème de la crème of the television news industry is all geared up for its 2020 edition. Scheduled to be held over two days – 29-30 October 2020 – the News Television (NT) summit will focus on the overall industry...

Specials Event Coverage News Television Summit
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/15/tv.jpg?itok=SAYrFUFf
TV viewership up in European market, existing formats adapt to new normal

With shelter-at-place directives in effect, TV consumption has gone up globally. Along with an uptick in the number of viewers, viewing time has also increased during the Covid2019 crisis.

Specials Event Coverage Mipcom
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/14/mipcom.jpg?itok=ztmvpgYu
Mipcom Online Plus attracts sizeable Indian presence

Mipcom began its virtual edition of the annual content syndication get together on 12 October. Titled Mipcom Online+, it is based on a high end artificial intelligence driven platform called Grip, developed by a sister tech firm under Relx group, of which organiser Reed Midem is a part.

Specials Event Coverage Mipcom
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/28/auto-desk.jpg?itok=eDxaqPUg
Industry leaders to discuss tips on enhancing virtual shopping experience in new normal

NEW DELHI: It’s no new news that the impact of Covid2019 has been massive on digitisation and virtual properties. With people stuck at home, everything from studies to work, to shopping has moved online and this has given the e-commerce industry a once-in-a-lifetime opportunity to get new consumers...

Specials Event Coverage Occasions
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/07/ficci.jpg?itok=DCBtJjhj
FICCI - Cyril Amarchand Mangaldas releases FICCI Frames ‘Entertainment Law Book 2020’ Report

Federation of Indian Chambers of Commerce and Industry (FICCI) and Cyril Amarchand Mangaldas, today released ‘Entertainment Law Book 2020’ report. The report highlights regulatory developments in the field of TV broadcasting and distribution, music, radio, filmed entertainment, and other segments...

Specials Event Coverage Ficci Frames
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/23/nepa.jpg?itok=RoQ0G9Yv
Research is important while creating content: Nepa India

MUMBAI: Research is a key ingredient before the launch of any product or brand. And creating content is nothing without appropriate research about the audience and their choices, explains Nepa India managing director Esha Nagar while giving a presentation at the fourth edition of The Content Hub...

Specials Event Coverage Content Hub
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/19/content.jpg?itok=4mbPkOgp
Spontaneity, gut feeling are fundamentals of my direction: Badhaai Ho director Amit Sharma

MUMBAI: The director is like the manager of a film who brings talent under one roof and extracts it to create good content, said film director and producer Amit Sharma while addressing fellow and budding content creators at the fourth edition of The Content Hub 2020 organised by indiantelevision....

Specials Event Coverage Content Hub
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/16/mrinal.jpg?itok=i2CPPY0K
Supernatural genre gives writers most creative liberty

Writers of the popular TV show Naagin, Mukta Dhond and  Mrinal Jha, explored the scope of the supernatural genre at The Content Hub 2020 organised by indiantelevision.com. Dhond said that the most exciting thing about fantasy is that it gives creative liberty to writers. As they say, anything is...

Specials Event Coverage Content Hub
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/03/16/sameer-nair.jpg?itok=2JzVVlne
Applause Entertainment’s Sameer Nair on digital content creation, self-regulation and creative freedom

Creativity, freedom of expression, self-regulation and content quality are some of the factors that come into play for digital platforms. These topics were addressed in a fireside chat between House of Cheer founder and CEO Raj Nayak and Applause Entertainment CEO Sameer Nair, at Indiantelevision....

Specials Event Coverage Content Hub

Sign up for our Newsletter

subscribe for latest stories

* indicates required