The sharp rise in the number of television channels has created a lot of advertisement space. Though, apparently it appears healthy for the industry, the ad world is not very much optimistic about the development.
The number of satellite TV channels has increased to a great extent during the last seven years. It was 200 in 2000 and jumped to 326 in 2007.
In 1991, the number of TV channels was six. It was 48 in 1996. Given that a channel devotes about 10 minutes of an hour for making money, nearly 48,000 minutes of advertising time is being created every day. As advertising time is mostly sold as 10-second spots, nearly 288,000 new spots a day are up for grabs. And costs have gone up as well.
According to a TAM (Television Audience Measurement) Media Research study, seven years ago only 20 channels accounted for 80% of television viewing. In 2003, when this was shared by 29 channels, 1.2% of all programmes attracted above-10 ratings. At present, 43 channels account for the same and not a single show is rated above 10. Viewers do not stick to any particular channel for too long and definitely surf during commercial breaks.
“Yes, all these have put us in dire straits. We are worried, panicky, unhappy, upset and what not?” said Chirantan Chandran, general manager of Mindshare.
“Advertisers spent happy days when national public service broadcaster Doordarshan used to air programmes like Ramayana, Mahabharat, Buniyaad or Humlog. Now a number of 24-hour channels is airing several soap-serials and other programmes. The effectiveness of advertisement is on the wane”, Chandran said.