Road to recovery after the epidemic ... TV industry revenue will increase ...

Most businesses have suffered huge losses due to the lockdown caused by COV-12, which the government is making various efforts to address, with modest gains. In such a situation, the film and television industry has not survived. However, by the end of 2020, small screen revenue has improved due to advertising and is likely to sit still.

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A financial services company called Edelweiss has reported that the total revenue of the TV industry is around Rs 3,100 crore, which it is likely to hold on to this year. The report also states that digital media platforms have also benefited and have generated revenue of Rs 2,500 crore.

The good news is that due to the Indian Premier League (IPL) and the upcoming festive season, more is being spent behind the scenes than expected, experts say, in addition to 'Kaun Banega Crore Pati', 'Bigg Boss', And new shows like 'Nach Baliye' are starting this season.

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Apart from this, other basic TV programs are in fact preparing to make a fortune in the ad-world, so it is quite possible that the TV industry will emerge victorious from the deadly effects of the epidemic. Circumstances thus favor the TV industry.

"Most of the electronic media business, including TV, is set to recover by the end of this year," said ad-hoc guru Prahlad Khakhar, adding that digital / OTT media platforms could prove to be the most lucrative after the epidemic as most of the youth in the epidemic are online media. Just used. In fact, children (under 18) or senior citizens use this media more.

The industry's estimated revenue, which is about 30 to 5 per cent of the revenue during the festive season, is also from Janmashtami to the new year and advertisers know that 'consumers are in the mood to spend more money' during the festivities. Recovery is much faster during the festive season compared to other times of the year.

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‘Usually customers are in a functional look during the festive season. In addition, the situation seems to be slowly becoming "normal" and as a result, there is a tendency to spend more on advertising. The number of top FMCG brands and new e-cosmos sectors are poised to re-emerge, says filmmaker and Bollywood-director Vineet Mathew.

If we count the brands on TV, the number was 4.5 in January, which dropped to 304 in April as it became a lockdown at that time. Now, the number has risen to 4,100 last month.

'The small-screen world depends on advertising revenue. Everyone is hoping that 'normalcy' will come as soon as possible. Thus, it is quite possible that A-revenue will increase as the business is ready to rise again. Thus, the feeling of 'normalcy' and the positive outlook of the people are all interrelated. Says exhibitor-distributor Akshay Rathi.

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Thus, as the positive factors become stronger everywhere, the TV ad revenue is likely to increase and the TV industry is likely to reach new milestones of recovery compared to other industries.

The statistics don’t lie

According to the TAM report, 30 more new ads and more than 50 brands were seen on TV in August. The top 10 advertisers, including top FMCG, estimate that the post-pre-Kovid-Day unlock phase has increased by 3%.

The Peach Madison report states that spending in the second half of 2020 has increased by 20-2 per cent compared to the first half, which paints a rosy picture.