Regional or non-English media in the country, especially print and television, is witnessing a resurgence, with increased consumption of local language content in the tier II and III cities. The monthly per capita consumption expenditure (MPCE) for regional markets is higher than the national average. This is shifting advertising volumes on TV and print in favour of regional media. The Ficci-KPMG Report on the Indian Media and Entertainment Industry states that in 2010, 53% of the total ad volumes on TV, was on regional channels as opposed to national channels, growing from 47% in 2009.
In a panel discussion at Ficci Frames 2011, K Madhavan, MD, Asianet said, ?Tier II and III cities are the backbone of the regional entertainment space. There are about 140 channels in this space. As much as R10,000-11,000 crore, about 40% of TV?s total revenue, comes from regional content. Ad rates in these channels will go up by 20-30% in the next 2-3 years. Even in print, the vernacular segment is fast catching up with English media.?
According to TAM ratings, regional channels command a high audience share of 33%, second only to Hindi channels which enjoy 45% viewership, whereas English channels occupy a mere 2% of the viewership pie. Out of the regional channels, regional GEC is the most dominant genre in terms of viewership and gets more than 70% of the audiences. While national broadcasters are venturing into the regional space by launching channels, the regional players are strengthening their product portfolio by launching niche regional channels in the kids, youth and comedy genres, adds the Ficci-KPMG report.
Sanjay Reddy, senior VP, Sun TV Network said, ?In order to succeed in the regional market, you need to have your content and distribution in place, and also need to establish a local connect with the audiences. There is value in dubbed content also. Hindi serials like ?Balika Vadhu? and ?Naagin? were dubbed in Telegu and did well in the Andhra market.?
The print segment in India is the only such sector in the world that is growing every year. It is pegged at Rs 19,300 crore, of which more than half comes from regional publications. Jayant M Mathew, director, Malayala Manorama said, ?The more you localise the more you grow. Conduct more research on the local taste. Give what readers want. Address issues that impact them on a day-to-day basis.?
According to industry expectations, regional media will grow manifold in the next five years with more players coming in. AP Parigi, senior adviser & consultant, Accel Transmatic said, ?The self-esteem and heritage of every culture in India, is language-driven. Hence localisation of content and incorporation of local folklore is important.?