BUSINESS
Indian television channels, hungrier than ever for revenues from a fragmented advertising pie, are now looking at content syndication deals for those extra bucks.
Shows are being conceptualised in a way that makes syndication possible
MUMBAI: Indian television channels, hungrier than ever for revenues from a fragmented advertising pie, are now looking at content syndication deals for those extra bucks.
Zee, Star and Sahara already have syndication deals in place in NRI-rich international markets such as the US and UK. However, it’s the domestic syndication that hasn’t really caught on.
Mohan Gopinath, senior vice-president at Zee Entertainment Enterprises Ltd (ZEEL), said it all depends on the demand and supply factor.
“If the regional channels need it, then we (ZEEL) would obviously do it.” There’s a huge opportunity given that the syndicated shows, once dubbed into various languages, stand a chance of being viewed by lot more audiences than the viewership they get on a single channel, he said.
Sensing this huge potential, many new entrants in the space, such as Hindi general entertainment channel (GEC) NDTV Imagine, are betting big on domestic syndication.
However, NDTV Imagine’s syndication is not just for television but also for other formats such as home videos.
Dubbed adaptation of Ramayana, the channel’s weekday prime-time driver show, is being aired on Gemini TV in Andhra Pradesh, Sun TV in Tamil Nadu and Surya TV in Kerala.
Moreover, TAM Media Research says the show has delivered fairly good ratings in respective markets. The average television rating (TVR) of Ramayana on Gemini TV is 4.2. It was 5.4 on Surya TV in the launch week and on Sun TV, it registered a TVR of 9.0 on a Sunday morning slot.
Gaurav Gandhi, EVP, business operations and ancillary revenues, NDTV Imagine, said syndication deals for Bengali channels are also on the anvil.
“We knew the show would travel well. The Ramayana slot on Sun is selling for more than double the rates. We’re also getting a premium in the Andhra Pradesh market,” he said.
Gandhi agrees that syndication is still an unexplored area in the domestic market. However, he believes there’s a remarkable change in the way the content is being developed now.
“Creative teams are now conceptualising shows that generate multiple syndication possibilities. Some of our shows like Angrezi Mein Kehte Hain and Nachle Ve With Saroj Khan are designed in a similar manner.”
Vanita Kohli Khandekar, media consultant and author of The Indian Media Business, said mythological shows have a good potential in this genre.
“The fundamental principle of the media business is how much and how well a producer repurposes the content and makes it available on different formats and platforms. As the media proliferates, the trend is likely to continue,” she said.
She said there are instances in the past when even production houses such as Miditech have syndicated non-commission based shows to other countries. “Currently, international syndication is more lucrative for Indian channels and production houses since it brings in dollars. Balaji Telefilms’ Kyunki Saas Bhi Kabhi Bahu Thi is hugely popular on Sri Lankan channel Maharaja TV. Many Indian shows have a cultural affinity with other countries,” she said.
A spokesperson for Star said the network’s programme like Kyunki…and Kasautii Zindagi Kay are syndicated to countries such as Afghanistan and Mauritius. These programmes are then dubbed in local languages and broadcast on local channels.
Ajit Thakur, chief operating officer of UTV Television, said about 19 live-action and 13 animation shows from the network’s content library are licensed to broadcasters in India and abroad.
“We are planning to use UTV’s dubbing facility to reproduce the same shows in other languages. Soon, India will be ready to do reverse syndication. You’ll see channels from the West syndicating Indian shows,” he said.
However, industry experts feel it’s too early to ascertain how much the syndication would contribute to a channel’s revenues.
According to Khandekar’s estimates, revenues could be as low as 1-2% for production houses. “But it could directly add to bottom lines. At the end of the day, syndication is pure gravy,” she said.
NDTV Imagine’s Gandhi said if 2-3 key properties are syndicated, then it could contribute around 10-15% to a channel’s revenues. “The channel or the producer incurs only dubbing or subtitling costs. That’s a small price to pay if you look at the cost of production and the returns involved.”
But analysts say in the current media landscape, even a small boost in revenues could be crucial.
Currently, revenue structures for television channels are highly skewed towards advertising. But subscription revenues are now increasing in tandem with the expanding reach of other cable television platforms such as DTH, CAS and digital cable. Media analysts, however, said the visibility on prime band of single TV homes comes at the cost of paying high carriage fees.
“Unless regulated, these prices will only increase. As advertisers move beyond conventional TV advertising, ad sales could take a hit. New and upcoming channels will, therefore, have to think of additional revenue possibilities and this could result in more syndication. But the focus now should be on creating good shows with lasting impact,” a media analyst said.
c_arcopol@dnaindia.net
DNA TV Show: Why Gautam Adani charged with bribery and fraud in US
IND vs AUS: Records Virat Kohli can break during Border-Gavaskar Trophy
Diljit Dosanjh fans get angry over Ananya Panday's birthday post for her grandmother, here's why
Reddit suffers outage with ‘upstream connect error’ message, says 'currently investigating...'
Border-Gavaskar Trophy: How has Jasprit Bumrah fared in Tests in Australia?
Delhi records coldest night of the season, temp drops to...
Crossing the Line: Ukraine's Use of Storm Shadow Missiles and the Escalation of Conflict
When Malaika Arora talked about the controversial ‘instant pleasure’ ad, it was for…
This is the world’s most expensive shopping street, not Fifth Avenue, New Bond Street, it is...
Big setback for Gautam Adani, Kenya cancels Rs 6216 crore deal with Adani Group due to...
Viral video: Man’s jugaad to stay warm in winter will leave you SHOCKED, watch here
Hinduja Group firm gets key approval for acquisition of Anil Ambani's debt-ridden Reliance Capital
Viral video: Middle-Class man lives dream of having tea at Taj Hotel, netizens applauds
Shloka Mehta looks stunning in white floral kurta as she clicked with Akash Ambani, it costs Rs....
Who is Sagar Adani, Gautam Adani's nephew, accused of bribery, fraud charges in US?
PayPal down: Several users face issue while logging into accounts, say 'no one could...'
IND vs AUS: Jasprit Bumrah, Pat Cummins eye historic captaincy milestone in Perth Test
BGT 2024, Ind vs Aus: Can Shubhman Gill be the new Cheteshwar Pujara? Is he really ready?
The Ultimate Guide to Luxury Gifting: Discover Heirloom Pashmina by Pashmina.com
Effortless Relocations: The Perks Of Professional Removalists In Melbourne
Watch: Pakistan fan with 'Imran Khan' poster asked to leave Hobart stadium in Australia
International Criminal Court issues arrest warrant against Israeli PM Benjamin Netanyahu for...
What is demisexuality? Everything you need to know about this lesser-known sexual orientation
WATCH: World’s shortest woman meets world’s tallest woman, video goes viral
IND vs AUS 1st Test: Predicted playing XIs, Perth weather forecast and pitch report
IND vs AUS: When will Rohit Sharma join India squad? Check latest update
'Scam 2024': Diljit Dosanjh lookalike pranks people on Pune streets, video goes viral
Delhi Air Pollution: Centre announces staggered work timings for govt employees; check details
Mukesh Ambani's Reliance Jio loses nearly 80 lakh subscribers in just 30 days, BSNL adds...
IND vs AUS, 1st Test Dream11 prediction: Fantasy cricket tips for India vs Australia match
This country has most expensive passport in world, not US, UK, UAE, it costs Rs...
Amitabh Bachchan opens up on Aishwarya Rai-Abhishek Bachchan divorce rumours
Amid rising air pollution, Delhi-NCR's crematorium records cleanest air; check AQI here
Revolutionising Medical Imaging: Venudhar Rao Hajari’s impact on healthcare technology
Abhishek Gupta and Onevision Media: Scaling brands on social media
Video shows Korean girl eating jalebi for first time, her reaction to Indian sweet goes viral
Cristiano Ronaldo confirms THIS YouTube star as his next guest, says, 'Will break Internet'
Delhi Assembly Elections: AAP releases first list of 11 candidates for 2025 polls
Adani Group's FIRST REACTION after US indicts Gautam Adani in alleged bribery case
Instagram introduces new feature, know how to reset app's algorithm, change your feed
No mention of Aaradhya Bachchan in Amitabh Bachchan's post on birthdays, it happened recently
Oppo Find X8 and X8 Pro launched in India, check specifications, price, other details
Charges against Gautam Adani: BJP's scathing attack on Congress, questions timing of development
Jasprit Bumrah's BIG statement on taking up Perth test captaincy, says, 'tactically better...'
Blackout on breaks: Company imposes no-sick-leave policy until 2025
Drug-laden terrorists on India's western, northern frontiers
Mohammad Shami trolls Sanjay Manjrekar over IPL auction bid prediction, says, 'Baba ki...'
IND vs AUS Test: When and where to watch 1st match of Border-Gavaskar trophy, know details here
CAQM amends Grap Stages III, IV, enforces stricter measures in Delhi-NCR amid air pollution woes
Malayalam actor Meghanathan passes away at 60 after suffering from...
Adani Green Energy's FIRST reaction after US indicts Gautam Adani in alleged bribery case
'Keep me out of...': Pakistani Instagram star Mathira on MMS leak controversy
Delhi Air Pollution: AQI marginally improves from 'severe' to 'very poor' category
Meet actress who worked with Alia Bhatt, was asked to 'compromise', connected to Aishwarya Rai by..
Aishwarya Rai’s remark on Amitabh Bachchan’s ‘habits’ goes viral amid divorce rumours with Abhishek
Rekha's BOLD statement about Amitabh Bachchan goes viral, 'why hurt...'
Meet man, IITian who built Rs 5493 crore firm, has this Mukesh Ambani connection, he is from...
Shillong Teer Results TODAY November 21, 2024 Live Updates: Check winning numbers here
‘I didn’t have time to…’: When AR Rahman revealed having ‘agreement’ before marriage to Saira Banu
Amitabh Bachchan praises Abhishek Bachchan's new film, netizens ask 'kash ye Aishwarya...'
Viral video: Woman's sizzling belly dance to 'Namak' impresses internet, watch
Hardik Pandya banned, Mumbai Indians captain to miss first match of IPL 2025 due to...
Meet man who studied at IIM, IIT, then built Rs 1160000000 company, got inspired by…
Meet woman, who quit as dentist for UPSC exam, became IAS officer with AIR...