The game is in bringing value for money to advertisers. How do brands perceive Kannada television channels as vehicles of advertising? Do they prefer them to market their product offerings? The challenge here is how we can innovate, grow the market, involve retail brands, and increase revenue streams. The marketing spends in India are much lesser than other major markets. The fight is for content if you have quality content then you’ve got the game right. On the positive side, we don’t have one MSO here with a large market share controlling the ground, it’s fairly spread a fair game for every player in this market. You have to show audiences value for money. If you have good quality products, then you can still manage to pull in a reasonable number of consumers. You have to capture the market and then command the premium, otherwise you will be part of the clutter.ĭue to the influence of other language channels, there is a tendency for consumers to frequently migrate.
Unless there is clear differentiation and a clear lead over other players, you cannot get your pricing right. In order to grow the market we have to look at alternate revenue streams and grow the retail base. One of the main challenges faced by a regional Kannada channel is ROI. What are some challenges that regional channels face to retain audiences? We were building the tempo with our fiction and non-fiction line-up and the grand finale was KK. KK was one effort that finally gave Suvarna the push. On the back of this show we also launched a couple of fiction properties, these fiction shows are also doing extremely well. 1 channel in Karnataka in weekday primetime. Season 1 of KK ensured that Suvarna became the No.
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