Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

210 Articles

Broadcasters led OTT platforms bet big on original content

As per a BARC-Nielsen study, there was a 19% increase in the time spent on watching OTT originals during April and May

Digital video subscription in India was Rs 2,820 crore, growing at a 30% CAGR

End of the road for English entertainment channels

AXN and FYI TV 18 among English entertainment channels that have gone off air

The general entertainment channels (GECs), which are struggling with almost no fresh content, have seen a dip in viewership, and yet are far ahead of English entertainment and movie channels.

With brands dropping the words ‘fair’, ‘light’ and ‘white’, is the skincare market poised for a makeover

This comes close on the heels of the Black Lives Matter movement that’s gaining prominence across the globe.

Industry watchers are expecting more brands, the likes of Nivea and Emami, to either drop words or change their marketing communication in response to this trend.

Chinese products battle boycott sentiment; app makers could lose $70-$100 million annually

In the meantime, cautious brands are recalibrating their digital media spends for the short term. Mondelez India, which has leveraged TikTok in the past, will be “focussing its digital media spend on Google and Facebook.

After hand sanitizers, FMCG firms make a dash for vegetables and fruit washes

Marico, ITC, Dabur, CavinKare and Pee Buddy are among companies that have forayed into this category

ITC’s Nimwash, Dabur’s Veggie Wash and CavinKare’s SaaFoo are being sold with the promise that they can eliminate germs, bacteria and fungus from fresh produce.

Laqshya Media Group’s Atul Shrivastava on how OOH industry has resorted to discounting to survive

Even before the lockdown, the local authorities occupied nearly 70% of the media

With brands withdrawing campaigns, OOH companies have had to resort to discounting, says Atul Shrivastava, CEO, Laqshya Media Group

Coronavirus Impact: After lifting of lockdown limits, TV advertising en route to recovery

The government’s move to allow the sale of non-essential products on e-commerce and the partial reopening of retail stores in safe zones has given brands the opportunity to market products to consumers.

Online ticketing platforms explore alternative revenue streams, as on-ground events remain on hold

The EEMA estimates that the Rs 10,000-crore events industry stands to lose nearly 80% revenue in 2020-2021

To experiment with virtual events, platforms have been curating content on a few specific topics.

How masks have caught the imagination of apparel brands

Ever since the government mandated the use of masks, fashion labels have started selling reusable cloth masks of varied strengths

Fashion labels expect that consumers will seek ‘self-expression’ through their masks.

Here’s L’Oréal India’s post-covid business strategy

Besides building tech-enabled online retail, L’Oréal to focus on products across price points, among others

How OTT platforms are looking beyond their core offerings to increase stickiness

OTT apps began mainly as online destinations for catch-up TV but now they have the ambition to become super apps that combine entertainment of all kinds on one platform

How smartphone companies are recrafting business policies

Handset manufacturers to alter product portfolios and adopt a multi-channel route to beat the lull in sales

While manufacturers have brought the market alive with launches across price bands, it is unclear if consumers will splurge on buying or upgrading their phones as planned at the beginning of the year.

Print: Struggling for revenue

Advertising in print is slowing to a trickle

Even though newspaper delivery has resumed in many parts of the country now, some markets like Mumbai and Pune are yet to see a full recovery of distribution, and advertising continues to be scarce.

Spykar Lifestyles makes a return to the new normal; resumes operation in 37 stores

The company which in all runs 350 stores across the country, claims to have got 45-55% of its business back

As consumers will have lesser disposable incomes, they will be very conservative about spending on non-essentials

Coronavirus Impact: Low advertiser sentiment to impact sports sponsorships

Even though viewers have been starved of live sports and may be awaiting the return of sporting events, advertising revenue is not expected to match up to pre-Covid times.

Even though organisers are strategising to resume play, the `9,000-crore sports sponsorship industry (as per ESP Properties data) is expected to be impacted severely, experts said

Brand loyalty no more? Regional brands take larger pie in times of Covid

Local products gain market share as bigger FMCG companies struggle with supply chain issues

Coronavirus Impact: General entertainment channels make a dash for OTT content

As per a report by BARC India, viewership of OTT originals has been dismal in the Hindi speaking markets in urban India (HSM-Urban)

This experiment has been a litmus test for the mass appeal of OTT shows and whether broadcasters could continue to bank on them.

Why digital advertising is all set to benefit

There has been a marginal increase in the number of brands advertising online now

People are hyper-aware about the behaviour of brands; so, companies must be careful, as a misstep could be costly

Digital ad rates drop as advertisers put marketing on hold, shows report

In India, digital media buyers have witnessed a minimum of 15-25% drop in ad rates of biddable digital inventory

As per a BARC India and Nielsen report, digital advertising spends on platforms such as YouTube, Hotstar and TikTok have fallen sharply in categories like banking and finance, retail, durables, automotive and computers.

Coronavirus Impact: How consumer behaviour will change post lockdown

From Rajat Wahi, Dheeraj SInha to Saurabh Uboweja, experts decode the post-lockdown consumer behaviour

There could be an increase of online purchases across categories, including essentials and food products.

Ed-tech platforms cash in on pandemic; posts surge in users and time spent

As per a report by BARC India and Nielsen, there has been a 30% increase in the time spent on education apps on smartphones since the lockdown

Why Firework is not chasing app downloads; to focus on the open web as a distribution platform

The platform claims to be opening into television. It is also available on Mi phones as part of the Mi Video App

The Firework app is used by a lot of individual creators and small publishers to upload their content

Events make a beeline online; looks to cash in on the buzz

The live streaming feature on social media platforms is seeing a huge uptake during the lockdown

Stand-up comedians have used YouTube’s live streaming platform to raise funds to provide personal protective equipment to frontline health workers.

TV reruns are attracting viewers, but not the ads

DD National, with its reruns of Ramayan, leading the growth of Hindi GEC category

A 10-second ad spot on Ramayan is in the range of Rs 65,000 to Rs 75,000

How brands are riding the influencers wave

According to a study by Broadcast Audience Research Council India and Nielsen India, there has been a 44% increase in time spent on social media in the week of March 28 - April 3 over a sample pre-covid period in January and

The rise in time spent on social media during this time is also making a strong case for influencer marketing.

Coronavirus Impact: Digital news outlets see growth spurt

According to a report, news apps have registered a 41% increase in time spent during the coronavirus disruption period so far

Malayala Manorama’s website has registered a 36% hike in visitors in March over February.

How pet food brands are trying to create a market in India

According to Euromonitor International, the pet food category is worth Rs 2,284 crore

Industry estimates show that the pet food market is growing at about 13-15% annually, with only 10-12% household penetration.
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