Recently 9.9 Media Pvt. Ltd said that they would launch Indian version of Inc. magazine in October. India Inc hence will be the second foreign magazine targeting Indian Business segment, the first being Fortune launched by Network 18 in May.
While Fortune targets business enthusiasts of India by putting up short articles with strong focus on the Fortune Lists, 9.9 Media would focus more on high-growth, mid-sized companies.
We are now seeing an increased focus on Indian business and startup segment from media. Television is also not behind in catching up this trend. We have seen a surge in Business Channels from past 4-5 months.
We now have 6 business news channels (2 Hindi and 4 English) targeting a segment which accounts for 0.2% of the total viewership and has 2% of the advertising revenue pie.
Current market leader is CNBC TV18 and has been around since 1999. NDTV Profit comes 2nd. But the market share is fast shrinking- with UTV and ET Now competing to get small chunk of the large pie (CNBC accounts for more than 60% of the market share).
This again brings us to same old point I have been making. In this fight for getting viewership out of a small segment aren’t these channels asking too much from the audience.
How we can track of interesting shows based on our interests, when they span across 5-6 Channels in more than 1 language.
Challenges are not just for the Broadcasters. It’s also a challenge for viewers to keep updated with the channels and shows. Soon there will be more Channels in a segment than the number of shows which any user could watch.
This Media Monday post has been written by Rabi Gupta, a start up enthusiast and soon to launch his first product iDubba (Intelligent Box).
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