NEW DELHI: The advertising moolah of the television industry is likely to be hit, even if marginally, after the recent order by the Bombay High Court to ban adult movies on cable TV.
Ad revenues are mostly dependent on TVR or television ratings of a channel, which are often driven by content. However, experts say adult movies rarely help in improving TRPs and the ad revenues. Most films with ‘A’ and ‘UA’ certificates are mostly aired by TV channels after 11 pm, when advertising rates are much lower compared to prime time and other slots. Also, late night ad spots are often bundled with other advertising packages during the day.
An industry source said it was only once in a while that TVRs shot up when any sensational or ‘adult’ content was aired on TV.
As per TAM India analysis, TVRs are based on two factors: time spent by viewers on a channel and reach of the channel. A media expert pointed out that time spent by viewers depended on the content and ‘adult’ programmes often proved to be a big influence.
Experts also said there will be no change in the monthly cable fees paid by viewers and subscription revenues of operators to broadcasters after the ban.
This year, the advertising revenue for TV was pegged at Rs 5,400 crore against Rs 4,860 crore in 2004. While Hindi movie channels grabbed about 5.6% of the total TV ad revenue pie, English entertainment channels (showing movies and soaps) grabbed only 4.4% of the total ad revenue pie this year.
Hindi movie channels had a 5% share of the total TV viewership in 2004, which rose to 7.8% this year. English channels’ share in viewership decreased from 2% in 2004 to 1.2% cent this year.
Skinned by flick
TV’s total ad revenues for 2005 was at Rs 5,400 cr against Rs 4,860 cr in 2004
Hindi movie channels grabbed about 5.6% of this share
However, English channels had a share of only 4.4% of this
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