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Credits: <keyword id="6408304" type="UNKNOWN" weightage="20" keywordseo="doordarshan">Doordarshan</keyword> <ul><li>Ramanand Sagars popular TV serial '<keyword id="6373819" type="PERSON" weightage="20" keywordseo="ramayan">Ramayan</keyword>' — which is re-airing on Doordarshan — became the world's most-watched show on April 16 with 7.7 crore viewers. </li><li>Ramayan had nearly 6 times viewers than HBO’s most-watched episode — the finale of Game of Thrones on April 16. </li><li>Ramayan gained 174 million viewers within four days of re-telecast. Whereas, it received more than 500 million views between 28 March and 4 April. </li></ul>Ramanand Sagars popular TV serial 'Ramayan' — which is re-airing on Doordarshan — became the world's most-watched show on April 16 with 7.7 crore viewers, says Doordarshan. <div type="twitter" handle="DDNational" handlename="Doordarshan National" image="http://pbs.twimg.com/profile_images/936893913650012160/yeaKQaZ5_normal.jpg" favoritecount="18233" retweetcount="5499" status="WORLD RECORD!!Rebroadcast of #Ramayana on #Doordarshan smashes viewership records worldwide, the show becomes most… https://t.co/db5WZi2o79" createdat="1588264140000" id="1255896948474654720"></div> Ramayan had nearly 6 times viewers than HBO’s most-watched episode — the finale of Game of Thrones. . According to Nielsen data,<a href="https://www.businessinsider.in/entertainment/the-game-of-thrones-finale-was-hbos-most-watched-episode-of-all-time-even-before-counting-piracy/articleshow/69419749.cms"> an estimated 1.36 crore viewers watched the last episode</a> of GOT. Moreover, this isn't the time Ramayan made a world record . From 1987 to 1988, 'Ramayan' became the most watched serial in the world. Till June 2003, it remained recorded in the Limca Book of Records as "the most watched mythological serial in the world". After India shut itself down to contain the COVID-19 outbreak, Doordarshan brought back all its classics from the eighties to entertain people. Ramayan gained 174 million viewers within four days of re-telecast. Whereas, it received more than 500 million views between 28 March and 4 April. The re-telecast of three-decades-old mythological series Ramayan made DD national the most-watched channel. Its viewership grew 22% within a week (April 4-10), according to rating agency BARC. Apart from Ramayan, Doordarshan brought back its Golden Era shows back on TV — Shaktimaan, Mahabharat, and Byomkesh Bakshi. In fact, DD channels received the highest viewership across genre with 1.9 billion impressions in week 4th and 10th April, said the CARE Rating report. Ramayan was originally broadcast from January 25, 1987 to July 31, 1988. Then, every Sunday, at 9.30 a.m. the show was aired on TV. Interestingly, when the serial started airing in the country for the first time, people used to remain glued to the TV sets. Since there were less TVs at homes then, most of the people used to gather at some neighbour's place to watch 'Ramayan'. (With IANS) See also: <a href="https://www.businessinsider.in/entertainment/news/doordarshan-received-174-million-views-from-four-episode-of-ramayan-in-2-days/articleshow/74964788.cms?upcache=2">Ramayan’s 170 million views from four episodes says India still can’t get over popular mythological shows from the 80s</a>

Ramayan is the most-watched entertainment show in the world, says Doordarshan

<ul><li>After Doordarshan brought back its two epics <keyword id="6373819" type="PERSON" weightage="20" keywordseo="ramayan">Ramayan</keyword> and <keyword id="6366669" type="LOCATION" weightage="20" keywordseo="mahabharat">Mahabharat</keyword>, Star TV and Sony followed the trend by taking us back to the golden era. The channels are airing some of its most watched shows like Sarabhai VS Sarabhai, Khichdi, CID, and Aahat. </li><li>Amul played its trump card by delighting us with some of its old advertisements that were broadcasted during Ramayan and Mahabharat’s airing time -- back in the 90’s. </li></ul>After the reruns of Ramayan and Mahabharata on Doordarshan, Amul is the first brand to take the netizens on a nostalgia ride -- by throwing us back to some of its iconic advertisements like Amul Manthan. <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="1989" retweetcount="518" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/BALcXfCTSz" createdat="1586103300000" id="1246833727352614915"></div> Remember the popular ‘Mero gaam katha parey, Dhudh ki nadiya wahe ja’ song? Titled Amul Manthan, inspired by Shyam Benegal’s film called Manthan, was based on White Revolution that took place in the heart of Gujarat. It celebrated India’s women farmers and their economic independence. The campaign became memorable for its use of the song. It ended by showcasing the model of co-operative organization of milkmaids and farmers with a narrative that said, “Every morning 17 lac women across 9,000 villages, bringing in milk worth Rs.4 crores, are now celebrating their economic independence thanks to the co-operative movement called Amul.” It was one of the first campaigns to bring women to the forefront. Amul has truly played its trump card by taking us on its rich advertising journey, that was way ahead of its time. According to BARC-Neilsen’s recently released report, the Ramayan re-telecast garnered the highest-ever rating for a Hindi GEC show since 2015. Amul is smartly targeting the older demographic here to remind them of simpler days. Here are some of the ads that the dairy giant uploaded from its wide portfolio on social media: <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="235" retweetcount="49" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/WEqzhqO1NW" createdat="1586095200000" id="1246799753087602692"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="280" retweetcount="56" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/mI10peDhtG" createdat="1586104986000" id="1246840801721610241"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="658" retweetcount="127" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/jauTeqlKti" createdat="1586071232000" id="1246699226198708224"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="265" retweetcount="55" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/kaMCir7eWV" createdat="1586071092000" id="1246698638937473024"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="557" retweetcount="132" status="On Public Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/XXnvC7sDZS" createdat="1586063070000" id="1246664991966498816"></div> Amul also uploaded some of its iconic print advertisements that were run in top newspapers to leverage the buzz around Ramayan and Mahabharat. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div>

After DD, Star TV and Sony, Amul takes us on a nostalgia trip with its iconic ads

<ul><li>Indian state-owned broadcaster DD National is all set to broadcast Chhota Bheem starting today. </li><li>The popular animation series will air every afternoon between 2 pm to 2:30 PM on DD National from April 17 to May 3, 2020. </li><li>Indian entertainment channel <keyword id="10822" type="ORGANIZATION" weightage="20" keywordseo="Pogo">POGO</keyword> which is the creator of the show, partnered with Doordarshan. </li></ul>Doordarshan is leaving no stone unturned to engage millions of people during the lockdown. After bringing back all its popular shows including Ramayana and Mahabharata, DD National is all set to broadcast Chhota Bheem, the cartoon show. POGO, an Indian homegrown kids’ entertainment channel and creator of the show, partnered with public service broadcaster Doordarshan to simulcast Chhota Bheem. “These are challenging times and we believe that POGO’s fun-filled, relatable content will keep kids engaged and entertained. We are very pleased to collaborate with a platform as distinguished and popular as Doordarshan,” said Siddharth Jain, Managing Director of WarnerMedia Entertainment Networks - South Asia. The popular animation features will air every afternoon between 2 pm to 2:30 PM on DD National starting today (April 17). “The agreement ensures that an even larger number of young viewers across the country will be able to enjoy ‘Chhota Bheem’, one of our most prominent shows,” said Jain. Bringing back the classics After India shut itself down to contain the COVID-19 outbreak, Doordarshan brought back all its classics from the eighties to entertain people. Its mythological show Ramayan gained 174 million viewers within four days of re-telecast. Whereas, it received more than 500 million views between 28 March and 4 April. After successfully engaging millennials with its mythological shows, DD is setting sights of even younger audiences with animated shows. “Chhota Bheem is one of children’s most favourite cartoon character, and we are delighted to bring him on our channel to entertain our young viewers,” Shashi Shekhar Vempati, CEO Prasar Bharati said. See also: <a href="https://www.businessinsider.in/entertainment/news/lockdown-watchlist-want-to-binge-watch-a-show-that-lasts-a-week-try-these-long-running-shows-on-netflix-amazon-prime-disney-hotstar-and-others/articleshow/75173116.cms">Lockdown Watchlist: Want to binge-watch a show that lasts a week? Try these long-running shows on Netflix, Amazon Prime, Disney+ Hotstar and others</a>

Chhota Bheem will be a part of Doordarshan along with Mahabharata’s real Bheem

<ul><li>After <keyword id="6408304" type="COMPANY" weightage="20" keywordseo="doordarshan">Doordarshan</keyword> de<keyword id="6356173" type="UNKNOWN" weightage="20" keywordseo="CID">cid</keyword>ed to air 80’s hits — Ramayan and Mahabharat, the television industry is now set to telecast some of the most popular TV shows — including CID, <keyword id="14600" type="ENTERTAINMENT" weightage="20" keywordseo="Sarabhai-vs-Sarabhai">Sarabhai vs Sarabhai</keyword>, <keyword id="6355481" type="PERSON" weightage="20" keywordseo="khichdi">Khichdi</keyword> and Aahat. </li><li>CID, which is one of the longest running TV shows with 1,547 episodes will be telecaster again from today (April 6). </li><li>On the other hand, <keyword id="4912288" type="PERSON" weightage="20" keywordseo="star-bharat">Star Bharat</keyword>, which changed its channel tagline to “Bhula De Darr, Khush Rahein Ghar Par,” will telecast its most popular comedy shows — Khichdi and Sarabhai vs Sarabhai.</li></ul>The 21-day nationwide lockdown has brought back the golden era of television. After Doordarshan decided to air 80’s hits — Ramayan and Mahabharat, other channels are taking the cue to re-telecast most popular TV shows — including CID, Sarabhai vs Sarabhai, Khichdi and Aahat. <keyword id="174761" type="COMPANY" weightage="20" keywordseo="Sony-Television">Sony Television</keyword> has announced re-run of its popular shows CID, Aahat, and Ye Un Dino Ki Baat Hai to engage its viewers during the lockdown period. CID, which is one of the longest running TV shows with 1,547 episodes will be telecasted again from today (April 6). <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> The actor who played ACP Pradyuman of CID <a href="https://www.firstpost.com/entertainment/sony-tv-announces-re-runs-of-cid-aahat-from-6-april-sarabhai-vs-sarabhai-khichdi-will-also-be-re-telecast-8229941.html">told</a> the Times of India how it will be fun to relive that era. “Our stories were so engaging for people. It was such a good experience for us as actors because we became a large family. The show saw so many actors come and go. It will be fun to relive all of that,” <keyword id="9012525" type="PERSON" weightage="20" keywordseo="shivaji-satyam">Shivaji Satyam</keyword> said. <div type="image" title="CID" msid="75005793" hostid="261"></div> On the other hand, Star Bharat, which changed its channel tagline to “Bhula De Darr, Khush Rahein Ghar Par,” will telcast its most popular comedy shows on television. <div type="image" title="khichdi" msid="75005814" hostid="261"></div> “The industry is at loss doesn’t mean that we turn our back in the times when people need us the most. After both the shows were completed, it was never about money. It has always been about goodwill, love and respect. I am happy that both the shows have returned to television while also being available on the OTT platforms. Though there are many who have access to digital platforms, a majority of the population still relies on television,” <a href="https://www.tribuneindia.com/news/lifestyle/this-khichdi-has-masala-66361">said</a> Jamnadas Majethia, the producer of the two popular shows Khichdi and Sarabhai vs Sarabhai. <div type="image" title="sarabhai 2" msid="75005805" hostid="261"></div> Starting today (April 6), Khichdi and Sarabhai vs Sarabhai would be aired on Star Bharat between 10 am to 12 pm. “After 16 years, Rosesh is coming back again with his poetry to meet you! Watch Sarabhai vs Sarabhai, 6 April onwards, every day at 10 am on Star Bharat,” the channel posted on its official Twitter handle. <div type="twitter" handle="StarBharat" handlename="STAR भारत" image="http://pbs.twimg.com/profile_images/1039847057253531648/rc9-oSRl_normal.jpg" favoritecount="24" retweetcount="8" status="मोनिशा की ख़ुशी का ठिकाना नहीं है! पता है क्यों? जानिए ख़ुद मोनिशा से!देखिए 'साराभाई Vs साराभाई', कल से, हर-रोज़… https://t.co/DGtQo4AUQn" createdat="1586101634000" id="1246826742213300224"></div> See also: <a href="https://www.businessinsider.in/india/news/top-crime-and-thriller-shows-on-netflix-and-amazon-prime/articleshow/75005076.cms">Lockdown watchlist: Top crime and thriller shows on Netflix and Amazon Prime</a>

Star TV and Sony take the DD route to bring back Sarabhai vs Sarabhai, Aahat, CID and more

Nearly a month into the nationwide lockdown announced by the Indian government to prevent the spread of COVID-19, online search trends on Yahoo India reflect the curiosity and anxiety that people are facing. Owing to the pandemic, novel Coronavirus-related searches rose by a whopping 427%. The top five COVID-19 keywords searched were 'COVID-19 updates', 'Symptoms of COVID-19', 'COVID-19 treatment', 'COVID-19 death toll' and 'live COVID-19 tracker.' People also mass-searched for 'lockdown in India,' 'vaccine for <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword>,' 'social distancing', and '<keyword id="4751090" type="PERSON" weightage="20" keywordseo="Hydroxychloroquine">Hydroxychloroquine</keyword> for coronavirus'. The latter is an anti-malarial drug that the US President Donald Trump described as a "game changer" in the fight against the Coronavirus crisis. <div type="Article" hostid="261" msid="75341330" title="Coronavirus cases in India count hits 23,000 mark— 718 dead and 4,748 recovered as of April 24" mstype="2" mssubtype="0"></div> During the pre-lockdown phase, actor <keyword id="1655" type="PERSON" weightage="20" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword> was the most searched female celebrity followed by Katrina Kaif and Deepika Padukone. All this changed when 'Babydoll' singer <keyword id="1758842" type="PERSON" weightage="20" keywordseo="Kanika-Kapoor">Kanika Kapoor</keyword> tested positive for COVID-19 on her return from London. Kapoor replaced these superstars to take the top spot and even ran into trouble for not self-quarantining on return. Post-lockdown, superstars <keyword id="6357912" type="PERSON" weightage="20" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> and Rajinikanth topped the list of most searched male celebs. Yahoo's 'Search in the Lockdown,' chronicles and compares what users in India searched for before and during the lockdown, shows trends that are based on users' daily search habits in the last one month. Before COVID-19 began to rule the search bar, the top search keywords online for news, included 'Delhi election results,' 'Delhi riots/Delhi violence' and 'JNU violence'. The top searched keywords (people) included Donald Trump, Arvind Kejriwal and <keyword id="29632" type="PERSON" weightage="20" keywordseo="Jyotiraditya-Scindia">Jyotiraditya Scindia</keyword>. During the global shutdown, netizens are also looking online for productivity tools while working from home, with video conferencing apps Zoom and Skype being the top two searches. In the entertainment arena, searches for 'Bigg Boss', 'Drive', 'Tanhaji', 'Housefull 4' and 'Good Newwz' were replaced by the old classic 'Ramayan' that was re-telecast on Doordarshan. Pandemic based movie 'Contagion' was also highly searched. Top questions Indlooked for answers to online during the lockdown are: What is COVID-19? How long does coronavirus live on surfaces? How to make a mask at home? Is there any vaccine for Coronavirus? Does Coronavirus spread through air? What happens to Coronavirus patients in quarantine? <div type="Article" hostid="261" msid="75344399" title="PM Modi launches eGramSwaraj portal and app to help villages go digital" mstype="2" mssubtype="0"></div>

Most Indians are watching Ramayan and searching for Kanika Kapoor during the lockdown

Mumbai, Apr 16 () Prime Minister Narendra Modi's address extending the lockdown by 19 days was watched by a record 203 million across the country on television, exceeding previous records held by him, the BARC said on Thursday.Even though a record number of people have downloaded the contact tracing Aarogya Setu app, only a tenth of those are using the app, market research agency AC Nielsen said.Modi has had four telecasts to the nation since the pandemic began in India and the addresses have given calls including the one-day 'Janta' curfew, declaration of the lockdown, cheering the medical fraternity by banging plates and lighting lamps.The previous record on viewership was 193 million for the second address when he declared the 21-day lockdown.The fourth address on Tuesday, where Modi extended the lockdown by 19-days in a 25-minute speech, was telecast by 199 broadcasters and generated nearly 4 billion viewing minutes, which is also a record, Broadcast Audience Research Council's chief executive Sunil Lulla told reporters.The council reported that the overall TV consumption in the week to April 12 has gone up 38 per cent when compared to the pre-COVID period.Lulla hinted that it is primarily driven by national broadcaster Doordarshan, which has outsmarted the private sector channels by launching its classic shows like Ramayan and Mahabharat and added that the general entertainment channels as a category grew only because of DD.However, on the flip side, this growth in the number of eyeballs has been accompanied by a downfall in advertising and the data for the reporting week said the overall time had decreased by 26 per cent.Lulla attributed the fall to the lockdown, pointing out that with no consumption happening or deemed to happen till May 3, advertisers are not forthcoming.Meanwhile, on the same call, market researcher AC Nielsen, which studies trends on select universe of Android phones, said that despite breaching records on downloads, the state-pushed Aarogya Setu app is being used by only 10 per cent people.Nielsen's Dolly Jha said that smartphone users continue to be very concerned about the COVID-19 pandemic, and added that over 40 per cent searches on Google were on topics related to the virus.Apart from that 8 per cent of people are frequently visiting websites dedicated for the pandemic, with an increased interest being shown by males, she said. AA MR

Record 20.3 cr people watch PM address on lockdown-2: BARC

New Delhi, May 1 () Bharti Airtel's digital content platform Xstream has recorded a 50 per cent jump in streaming volume during the lockdown, the company said on Friday. While re-telecast of Ramayan is said to have broken records on Doordarshan, Airtel Xstream also noticed an increase in demand for retro content during the lockdown period."While overall streaming volumes have increased by 50 per cent on the app since the middle of March 2020, it is shows and movies from yesteryears that have seen the biggest surge in demand from users," Airtel said in a statement. The platform has registered an increase in the average session time and the number of daily sessions per user is also up by 40 per cent as people are spending more time inside homes."Cult TV shows like Malgudi Days, Dekh Bhai Dekh, Zabaan Sambhal Ke, Rajani and many more have witnessed 300 per cent surge in streaming volumes," the statement said. Bollywood Classics from Chaudhavin Ka Chand, Mother India, Don, Padosan, Andaz Apna Apna and Raja Babu have seen streaming volumes growth of 100 per cent underlining the strong demand of content from the decades gone by, it said.The company found that close to 80 per cent of the demand surge for retro content is driven by users from non-metros and smaller towns in states such UP, Bihar, Rajasthan and Madhya Pradesh which highlights the growing adoption of OTT in these markets as smartphones and 4G penetration increases."The current situation has made video entertainment an obvious and large use case. At the same time, it has given all of us more time and space to travel back in time and rekindle some fond memories as the situation also makes us emotional," Bharti Airtel chief product officer Adarsh Nair said. PRS MKJ

Airtel Xstream records 50% jump in streaming volume during lockdown

<ul><li>With the industry changing at a rapid pace, throwing a new set of challenges every day, experts are hoping that 2021 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques. </li><li>We spoke to a few industry experts to identify these new opportunities that 2021 will bring forth for the broadcast industry and here is what they had to say. </li></ul>In 2020, the <keyword id="34937" type="ORGANIZATION" weightage="20" keywordseo="media-industry">media industry</keyword> changed a lot and because of that, 2021 will see a far-reaching impact on consumer behaviour and their viewing habits. While some changes will take us back to the ‘old normal’ like on-set shoots, going back to office, etc., some would accelerate digitalisation in the media industry and push us forward at least by 2-3 years. When the whole country was confined to their homes, consumers turned to OTT platforms and TV channels to entertain themselves. TV sets and mobile phones became the only sources of connection with the outside world. News channels also benefited as people stayed glued to their TV sets to catch on COVID-related updates and lockdown measures. As a result, consumption of content increased like never before. There is no denying that the future is digital. Technology will continue to play an important role in redefining the business operations and broadcasters will also focus on delivering aggregated content and device experiences this year. During the lockdown, the return of old mythological shows like Ramayan and Mahabharat from the 90s led to an exponential rise in viewership and advertisers count on TV. These shows soon became the main source of entertainment among Hindi GECs as it contributed about 43% to overall viewership of the genre, revealed BARC. The re-telecast of Ramayan alone garnered the highest-ever rating for a Hindi GEC show since 2015 at 1.20 trillion minutes and Doordarshan’s average daily viewers grew by 62 million. As the lockdown was lifted gradually and the economy started limping back to normalcy in July, television continued to be the screen of the household and an important medium for advertisers to reach their consumers. After seeing a lean few months, IPL brought the much-needed cheer for the Indian advertising industry and consumers in September. Dream11 IPL 2020 set a viewership record with an overall consumption increase of 23% than 2019. IPL’s Television viewership reached an outstanding 31.57 million, revealed Star India. It was the biggest IPL carnival the nation saw. According to BARC, return of original shows on TV along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year than 2019. After facing unprecedented turbulence in the year 2020, broadcasters are now looking forward to seeing what 2021 has in store for them. Here is what they are expecting: <keyword id="3387826" type="PERSON" weightage="20" keywordseo="Prathyusha-Agarwal">Prathyusha Agarwal</keyword>, Chief Consumer Officer, ZEEL: <div type="image" title="Prathyusha Agarwal" msid="80617012" hostid="261"></div> I see "Thriving VideoVerse of The Soaring 20s" as the biggest trend in Entertainment that will shape 2021. As a whole generation hit by the pandemic will kick into hyper-active mode to rebuild lives, economy and a whole new world, consumers will demand entertainment not as an earned indulgence at the end of a hard day's work but an always on entitlement. It will be a need as essential as the daily bread, acting as food for their souls, sparking their minds and a reservoir of emotions that they can dip into as a respite from the hard reality that a post COVID world will be. Viewers will share their dining tables and living rooms with our content on television satisfying the craving for anticipation of a new story, the first bite to savour the emotion and form a firm bond engaging with our characters every day. They will then stretch it across multiple screens, platforms and interactions, micro-dosing, binging on it, dipping in, dipping out and gorging on it through time and space. As broadcasters, we need to gear up our backend to tailor-make our content such that it is adept to the multiple platform front-end user interfaces. There is a shift needed from thinking of content development as an uncertain creative process to building a nuanced understanding of the cultural core that makes viewers tick, what they want/ need, where do they need it and have the capability to evolve our craft to deliver that. Its time to unleash the full potential of the Viewer VideoVerse which is way larger than any product x platform, seamlessly serving "fit for delight" content across screens. Nina Elavia Jaipuria, Head - Hindi Mass Entertainment and Kids TV Network, Viacom18: <div type="image" title="Nina Jaipuria." msid="80617021" hostid="261"></div> In a connected world where linear and digital media are increasingly becoming intertwined, the year 2020 has been crucial in reaffirming the fact that unlike many western countries, Television and Digital will grow together in India. And this is one of the key trends that will continue and further take shape in the year 2021. The industry is expected to grow at 17% CAGR over next 4-5 years – while digital is expected to grow at a rapid pace, the traditional TV medium is also expected to witness a steady growth. This TV + Digital combined growth will result in a continued hike in demand for content – both long form, episodic and short form – as well as provide significant opportunities for content creators. Rural and semi-urban areas witnessed highest growth driven primarily by increased reach due to top broadcasters going back on Freedish this year. Furthermore, the availability of original content in regional languages across all genres contributed to this upswing. Concurrently on digital, given the increased demand and competitive landscape, OTT players are betting heavily on regional and differentiated original content to expand their library and drive-up user engagement. The growth in consumption of content across touchpoints is a trend that will enable unlocking the industry’s true potential – from both macro-economic as well as soft power capabilities. Avinash Pandey, CEO, ABP Network: <div type="image" title="avinash ABP news" msid="80617060" hostid="261"></div> In 2021, online content consumption will continue to trend. Broadcasters are now open to new ideas of reaching out to their audiences, be it through podcasts or online video content. Furthermore, empathetic, intimate, and contextual storytelling will be crucial for content creators this year as the pandemic has placed a special focus on personal experiences and unfeigned stories. Hyperlocal content and neighbourhood stories, therefore, will help broadcasters engage with their consumers on a deeper level. At ABP Network, we have left no stone unturned when it comes to expanding on digital. We have invested into video content, podcasts and other forms of digital media to create greater value in the long-term. Our regional channels, too, continue to dominate in their respective markets across diverse platforms. Harnessing new opportunities on both fronts, we have expanded our offerings to create new avenues of growth and monetisation for 2021 and beyond. Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO: <div type="image" title="Abhishek Dutta, Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO" msid="80617040" hostid="261"></div> Indian viewers now expect relatability and relevance in terms of characters and contexts so demand for homegrown IPs will continue to rule the roost in 2021. India’s sustained co-viewing patterns and the rise in greater access to entertainment will cement Kids and Family Content as the ‘anchor genre’ in the country. Markand Adhikari, Chairman and Managing Director, SAB Group: <div type="image" title="Markand-Adhikari SAB" msid="80617050" hostid="261"></div> We will not just see the addition of new users but also increasing the retainership of existing digital consumers. Online gaming consumption and demand for OTT originals is only going to increase as technological advances greatly aid them. The best part is that their model is subscription-driven and not dependent upon advertisers. Though television is very much here to stay, OTT is going to gain a lot of traction in the mid-term. Further, the dependency of M&amp;E companies on technology will likely increase to leverage cost-efficiency and create revenue enhancement opportunities. As monetisation and revenue in terms of ad-spend, continues to grapple, profit protection and cash management with greater technology integration will gain strategic significance for M&amp;E companies. The industry is likely to remain focused on sustenance at current levels along with a renewed emphasis on flexibility which would accelerate the move to a variable cost model and reduced fixed costs. While the long-term implications of COVID-19 are yet to emerge, the above-mentioned developments will likely come into focus in the M&amp;E industry as the post-COVID reality becomes clearer.

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