MediAvataar's News Desk
Total TV viewership up by 9% as compared to first half of 2019
Consumption of Social network and gaming higher than Pre-COVID level
BARC India & Nielsen Media Explain ‘Impact Of COVID-19 On TV Viewership And Smartphone Behaviour Across India – Edition 10’
This is the tenth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.
BARC India is the official currency on Television Measurement in India and Nielsen Media runs a 12,000 strong smartphone panel in India passively capturing smartphone behaviour.
Some of the Key Highlights of TV and Smartphone consumption are as follows: -
1. Total TV viewership in H1 2020 is 9% higher than 2019.
2. Total number of advertisers on TV in H1 2020 is 10% lower than H1 2019
3. With the onset of ‘unlock’ in June 2020, there is revival of Advertising on TV – significant increase in the presence of ‘top 10’ and ‘next 40’ in June 2020
4. TV viewership share for Movies, News & Kids have increased in H1 2020 vs. H1 2019 - share of GEC declined from 49% to 46% due to no original programming during lockdown period
5. In week 26 Total TV viewership recorded 1 trillion viewing minutes (15% higher than pre-COVID). Smartphone consumption, after a peak during Lockdown Phase 2, has gradually dipped to 17.2 Bn minutes but is still 7% higher as compared to Pre-COVID.
6. On TV, recent weeks show growth in primetime viewership – more pronounced in South than HSM (return of original programming) – however, levels still lower than pre-COVID
7. On Smartphones, Social N/W and Gaming show higher consumption than Pre-COVID levels, whereas VOD mirrors the pre-lockdown levels.
8. With the country opening up gradually, categories like Shopping and Mobile Payments see revival, especially amongst 25+ yrs.
9. Cab aggregators in Metros, and Travel Planners in Tier I towns show a good revival post Unlock 1.
10. Chinese Apps saw a drop in usage post the Galwan attack with the ban acting as the last nail in the coffin.
Global content leader Lionsgate has formed an alliance with Jio to bring the Lionsgate Play streaming service to JioFiber customers as part of the Studio’s biggest partnership to date for large screens in South Asia, the two companies announced today.
The association will give JioFiber customers access to Lionsgate Play’s blockbuster line up of Hollywood film franchises and other hit movies on JioTV+ in the comfort of their homes.
As the media landscape continues to evolve, Indian audiences are consuming more and more premium quality content including Hollywood movies on large TV and desktop screens. The unique partnership between Lionsgate and Jio enables Lionsgate Play to bring to customers a deep and diverse slate of horror, comedy, drama, action, thriller and documentary films as well as movies from other genres. In addition, regional-speaking cinema lovers can enjoy Lionsgate Play’s blockbuster movies, including The Hunger Games franchise, John Wick series, Knives Out, La La Land, The Twilight Saga and many more, in Hindi, Marathi, Tamil, Telugu, Kannada and Bhojpuri without any barrier.
Commenting on the partnership, Mr. Rohit Jain, Managing Director, Lionsgate South Asia, said, “We have recently seen a surge in viewership across Indian platforms as more and more people stream premium content. What began as a smart phone-led content revolution is transitioning and expanding to encompass consumer televisions and other large screens in the home. In response, we will continue to invest in technology and distribution with great partners like Jio that give our consumers the option of watching our movies either on large screens or on their smartphones. This alliance with JioFiber is our first major step amongst several such initiatives to come in taking content on large screens within comforts of consumers’ home”
Tales of Valour, Covid-19: India’s War Against The Virus,
Project Runway Season 18, Expedition Unknown Season 6 & Richard Hammond’s BIG
Discovery Plus, India’s first aggregated real-life entertainment streaming app, which offers of thousands of hours of exclusive content across 40+ genres including Science, Adventure, Military, Survival, Food and Lifestyle, is further augmenting its content portfolio with 5 new titles this July.
New additions in the month of July include:
Tales of Valour:
Military is one of the strongest content verticals of Discovery Plus. The addition of Tales of Valour gives more options to military enthusiasts to explore on this diffrentiated app. Curated and narrated by Maroof Raza, one of India’s foremost military experts, Tales of Valour brings forward factual documentaries, which showcase 12 stories of valour, many of which are unknown to most Indians. 3 episodes of Tales of Valour drop on Discovery Plus on July 20.
Covid-19: India’s War Against The Virus:
This Discovery Plus special follows both, the global and the Indian timeline, of how the virus spread and shines light on key developments that have taken place ever since India’s first Coronavirus victim was detected in Kerala. The documentary premieres on July 16 in 7 languages including English, Hindi, Tamil, Telugu, Kannada, Malayalam and Bengali, Notably, the Hindi voiceover for this documentary has been provided by Bollywood star Manoj Bajpayee and the Tamil voiceover by celebrated writer, director, actor Gautham Vasudev Menon. This will be the 4th Covid-19 documentary to be dropped on Discovery Plus.
Project Runway S18:
Emmy-winning competition series “Project Runway” returns for another season of high stakes and fierce fashions. Fashion aficionados can binge-watch the entire season in one go as sixteen new hopefuls fight it out to take the runway by storm and make fashion history. Host Karlie Kloss is back, along with Christian Siriano as the mentor and returning judges Nina Garcia, Brandon Maxwell, and Elaine Welteroth, to decide who has what it takes to make it in the world of cut-throat fashion.
Expedition Unknown - Season 6:
Intrigued by legendary mysteries and driven by curiosity, Josh Gates is on a mission for answers. `Exhibition Unknown' chronicles his global adventures as he investigates iconic unsolved events, lost cities, buried treasures and other puzzling stories in this brand-new season. Starting July 27, 3 episodes from Expedition Unknown - Season 6, will be available on Discovery Plus.
Richard Hammond’s BIG:
Richard Hammond is going behind-the-scenes of the largest structures and machines in the world to understand the science of ‘big’ – how engineers go about building, maintaining and using these superstructures. Starting July 06, each episode of Richard Hammond’s BIG! takes him to a new location and mega structure, where he meets the unsung heroes at the front line making them work and explores the science behind them with a series of experiments.
This new video format is a core part of the future of entertainment on Instagram
Instagram today announced the extension of the testing of Reels, a new video format, to India. This format offers a new way to create and share short videos on Instagram, aimed at redefining the future of entertainment on the platform.
Instagram is used by over a billion people globally across many surfaces – Feed, Stories, IGTV and Live. With Reels, people can express themselves while entertaining others, whether that’s by trying out a fun new dance or spreading the message on something they care about. People can record and edit 15-second multi-clip videos with audio, effects and new creative tools on Reels; share them with their followers on Feed; and, if they have a public account, make their reels available to the wider Instagram community through a new space in Explore.
Sharing to Reels in Explore gives people the opportunity to access a larger audience, especially since more than 50% of accounts on Instagram globally visit Explore every month. Explore can showcase an entertaining selection of reels made by public accounts on Instagram, which may inspire people to create their next reel.
Ajit Mohan, Vice President and Managing Director, Facebook India, said, “With the rise in video consumption overall and videos making up over a third of posts on Instagram in India, Instagram has a big role to play in unleashing expression in the country. People across the big and small cities of India come to Instagram to express themselves safely, and also to be entertained. With Reels, we’re unveiling the future of entertainment on the platform, in a way that ignites creativity. With the multiple creative formats, whichever way you want to express yourself, it can now be on Instagram.”
Vishal Shah, Vice President of Product, Facebook, said "Instagram has always been a place where culture is created, because people come to share the things they care about and be entertained. We’re constantly listening to our community, and have heard that they want to make and watch short-form videos on Instagram and have the opportunity to be discovered by our broader community. We’re excited to expand the test of Reels to India and give the next generation of creators born and bred in India a chance to share their native and cultural context -- and be potential global stars."
The feature will start rolling out to users in India from 7:30pm IST and at the onset, will be populated with content from a diverse set of public figures and creators, such as Ammy Virk, Gippy Grewal, Komal Pandey, Arjun Kanungo, Jahnavi Dasetty aka Mahathalli, Indrani Biswas aka Wondermunna, Kusha Kapila, Radhika Bangia, RJ Abhinav and Ankush Bhaguna.
India is the fourth country, after Brazil, Germany and France, where this new format is being tested. This entertainment experience builds on the work done in the past year to enable expression, such as the vast library of music available on the platform thanks to a partnership with prominent music labels; the Spark AR effects on Instagram that enable more creation and expression on the platform; and the ‘Born on Instagram’ program, which has led to discovery and growth of creators from all across India.
While this is a test, Instagram is committed to getting the experience right and will continue to learn and build as India creates and shares reels. To see reels from India on the day of launch, do follow #FeelitReelit.
To create a reel:
Select Reels at the bottom of the Instagram camera. You’ll see a variety of creative editing tools on the left side of your screen that you can use to create your reel, including:
● Audio: Search for a song from the Instagram music library for your reel. You can also use your own original audio by simply recording a reel with it.
● AR Effects: Select one of the many effects in our AR library, created by both Instagram, and creators all over the world, to record multiple clips with different effects.
● Timer and Countdown: Set the timer to record any of your clips hands-free.
● Align: Line up objects from your previous clip before recording your next, which helps for seamless transitions like outfit changes or adding new friends into your reel.
● Speed: Choose to speed up or slow down part of the video or audio you selected, which helps you stay on a beat or make slow motion videos.
To share a reel:
With Reels, you can share with your followers and have the potential to be discovered by the huge, diverse Instagram community on Explore. Reels that you post to Feed or Explore will also appear in the Reels tab of your profile. You can also share to Stories or in Direct, though your reel would then disappear after 24 hours, not be shared to Reels in Explore, and not appear on your profile.
● If you have a Public Account: You can share your reel to a dedicated space in Explore, where it has the chance to be seen and discovered by the wider Instagram community. You can also share to Feed so your followers can see your reel. When you share reels featuring certain songs, hashtags or effects, your reel may also appear on dedicated pages whenever someone clicks on that song, hashtag or effect.
● If you have a Private Account: You can share to Feed so your followers can see your reel. You can also share to Stories or in Direct, though your reel would then disappear after 24 hours.
To watch Reels:
Reels in Explore is a new space to enjoy reels created by the diverse community on Instagram. Discover your new favorite comedian, inspiring advocate, trending dance or beauty trend in a vertical feed customized for you. If you enjoy a reel, you can easily like, comment or share it with your friends.
The cheers seem to be getting only louder as the audiences eagerly wait for Sports to be back…
Sports is an integral part of the society that brings people together. It allows them to have opinions and share discussions about different tournaments, teams, sports stars, and business aspects. One of the reasons why sports has remained a great unifying platform is the fact there have rarely been external factors in the past that have put sports or its ongoing business to a halt. The platforms have always been there to constantly appeal to people by invoking their emotions. However, the current pandemic brought that tranquil existence to a long pause. Uncertainty has reigned the playing field with no sporting activities whatsoever over the last 4 months. Scheduled tournaments like EPL, F1, T20 had all been stalled to resume once things get better. But that hasn’t slowed down ITW Consulting, one of India’s premier sports management agencies. As challenging as it already is, ITW Consulting continues to get the games closer to their fans, people and allow them a medium of interaction with innovations in sponsorships and branding in a way it could touch lives on a larger scale.
Originally started in 2008, and known by its current name - ITW - from the year 2011, the firm has since been involved in sports and several activities behind the scenes in helping the Indian Sports flourish the way it has been. The journey into sports began when ITW associated with brands for Cricket sponsorships, celebrity endorsements, and crafting brand solutions within sports. Few of the many brands include Mahindra Logan, Fosters, Zuari Cement, Dalmia Cements, Micromax Mobiles, and got about 1000+ Indian brands to be closely associated with sports in various capacities over the decade.
ITW has been synonymous with transforming cricket and its branding from analog to 100% On-ground digital and has also innovated concepts including the 3D Virtual Television ads. It has been instrumental such innovations in branding and marketing for Cycle Pure Agarbathies, Royal Stag Mega Cricket and launching of the new Micromax Punch Logo via the Asia Cup - one of its marquee campaigns. Brands like Byjus, Swiggy, Oppo, Polaris Industry, Haier have been associated with iconic sporting moments of legends, like Sachin Tendulkar’s 50th Test century to his 100th career century.
ITW Consulting MD/Co-founder, Bhairav Shanth said, “Sports is resilient but like every other industry, it got affected during this pandemic. The brighter side is that there would be a new universe that’d consume sports content. It will garner attention for not only cricket but for every other smaller sporting events globally, this whole disruption is going to be a good one.”
Sir Vivian Richards, the Cricketing legend said, ‘‘It has been a great experience to be associated with ITW for over 3 years now and I heartily wish ITW and their whole team on completing ten years in the business. I love the energy and the new ideas they bring to the table every time. A very unique perspective about how things ought to be done in the sports management industry which I particularly admire about ITW. A longer & a stronger journey together and I am all excited about the journey ahead with them.’
As an occasion of celebrating 10 years of sports and serving in the industry, ITW is releasing a television commercial that looks ahead the joy and the feeling of sporting activities resuming soon and inspire us once again.