Sunday, January 17, 2010

Regional Advertising Growing Percentage in TV Advertising

A Rough Guide To Regional Advertising-Related Numbers :

100% : Ads on Engligh language channels that are of national brands
80% : Ads on mainstream Hindi entertainment channels that are of national brands
75% : Ads in strong (Marathi, Tamil, Telugu, Bengali, Gujarati, Etc) language channels that are of regional brands
70% : Ads on other Hindi channels that are of regional brands wishing to go national
70% : Ads for regional brands that are created by smaller advertising agencies
20% : Ads on mainstream Hindi entertainment channels that are of regional brands
wanting to go national

Advertising Market in India :


English-language advertising in India is among the most creative in the world. TV advertising (especially in the Hindi language) has made major headway in the past 10 years, especially with the advent of satellite TV.  Marathi, Tamil,Telugu and Hindi TV channels - such as ZEE TV,Star TV and Sony TV - have fashioned themselves on lines of Western channels, and most advertising on such channels is glitzy, smart and tailored for the middle classes. Such channels have forced the state-owned channel, Doordarshan, to add spice to their programmes which, earlier, were quite drab.

The importance of the Marathi and Hindi-speaking market (which is also fluent in English) is borne out from the fact that STAR TV, once an all-English channel, is now rich in Hindi ,Marathi and Bengali programmes. Even the British Broadcasting Corporation is reportedly toying with the idea of airing Hindi programmes.Most major international advertising firms have chosen local Indian partners for their work in this market. Mumbai ( Capital of Maharashtra ) remains the centre of the advertising business in India.

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Sunday, January 17, 2010

Regional Advertising Growing Percentage in TV Advertising

A Rough Guide To Regional Advertising-Related Numbers :

100% : Ads on Engligh language channels that are of national brands
80% : Ads on mainstream Hindi entertainment channels that are of national brands
75% : Ads in strong (Marathi, Tamil, Telugu, Bengali, Gujarati, Etc) language channels that are of regional brands
70% : Ads on other Hindi channels that are of regional brands wishing to go national
70% : Ads for regional brands that are created by smaller advertising agencies
20% : Ads on mainstream Hindi entertainment channels that are of regional brands
wanting to go national

Advertising Market in India :


English-language advertising in India is among the most creative in the world. TV advertising (especially in the Hindi language) has made major headway in the past 10 years, especially with the advent of satellite TV.  Marathi, Tamil,Telugu and Hindi TV channels - such as ZEE TV,Star TV and Sony TV - have fashioned themselves on lines of Western channels, and most advertising on such channels is glitzy, smart and tailored for the middle classes. Such channels have forced the state-owned channel, Doordarshan, to add spice to their programmes which, earlier, were quite drab.

The importance of the Marathi and Hindi-speaking market (which is also fluent in English) is borne out from the fact that STAR TV, once an all-English channel, is now rich in Hindi ,Marathi and Bengali programmes. Even the British Broadcasting Corporation is reportedly toying with the idea of airing Hindi programmes.Most major international advertising firms have chosen local Indian partners for their work in this market. Mumbai ( Capital of Maharashtra ) remains the centre of the advertising business in India.

No comments: