Mumbai: Connected TV is becoming the preferred choice for audiences. As CTV offers flexibility and enhanced technology.
Indiantelevision.com in conversation with Ritu Dhawan - Managing Director and CEO - India TV on the evolution of the Connected TV space, the growth of digital and how CTV can be tapped to generate revenue and much more
On Connected TV being the new buzzword, only 22 million households today has internet-enabled TVs, how as a broadcaster you see this?
As per the reports there are around 22 million active CTV devices in India. This number should reach 50 million by 2025 with around 300 million viewers. Now, as CTV has evolved with the internet's power, we can deliver quality and personalized content, which is also easy to access. Its popularity is based on content experience which is well-provided by the device.
Being the leading news broadcaster in the country, India TV will soon produce audience-oriented content, especially for CTV. For us, there is an opportunity to go beyond the 24-hour barrier of providing content and facilitating structured information to the viewer.
On the growth of the digital platform of India TV in the past two years and how will you capitalise on the growing demand for CTV?
The content consumption growth for the brand India TV was phenomenal in the past few years. During COVID Time, News turned out to be a big push for each broadcaster in the country. We “India TV” India’s Most Engaged News Video publisher stepping ahead of others, started an exclusive daily Yoga show with Baba Ramdev which became the most-watched show in its time band. Not only health, but India TV was also the first National Hindi News Channel to broadcast a positive approach-based content show “Jeetega India, Harega Corona” during the difficult time COVID, second wave in India. The engagement on our new initiative represents that viewers need content based on its relevancy and availability.
For CTV we are taking the same approach to provide relevant information which is accurate and credible. And on the digital ecosystem, India TV is already a preferred medium as India TV is the Most Watched Hindi News Live Stream on Facebook and No. 1 in the highest time spent per video on YouTube. By combining both understandings of digital as well as CTV, we will expand our user penetration within the CTV space.
On the surge of digital and how are brands evolving today in selecting digital/CTV for their communication?
Advertisers have only two prominent requirements from a media vehicle i.e. where the affinity of the media vehicle is and what is the size of the media. CTV penetration in the NCCS A market is 39 per cent, which is a big opportunity for advertisers who wants to target this segment of the audience while Linear TV has only 27 per cent penetration in the said market. Also, there are some well-researched reports which have proven that CTV delivers more Brand and Ad Re-call than regular advertising, like Media Smart CTV 2022 report.
On the break-up, of ad spends when it comes to digital v/s traditional?
At CTV, Standard digital ad formats along with Rich media with their ability to instant call-to-action are attracting advertisers' and viewers' eyeballs. Sponsored content and impactful feature ad formats are also important for advertisers as they can target connected audiences separately.
While Linear TV has the limitation of single window challenge, CTV has opportunities to expand its reach for advertisers. Multiple Ad types and better viewer time spent as compared to linear TV and Content format like Live & VOD are key drivers of maximum ad engagement.
On the reach of CTV in Tier 2 & 3 markets and how has that audience adapted to CTV?
The growing number of connected phone users in India is also driving a need for smart TVs as users look to continue streaming content on bigger screens when at home. Availability of internet and low-cost CTV devices are shaping Tier-II and Tier-III markets. Now Connected TV viewers are exposed to a variety of content beyond the limitation of DTH and Cable operator plans. Furthermore, the AI capability of devices ensures a personalised experience for viewers.
On India TV innovating this space?
Language and availability played a successful role in video content engagement patterns in T2 and T3 cities. The popularity of Kantara, RRR or Pushpa not only represents this trend but also highlights a cultural shift for the audience. It is an opportunity for creators and distributors to leverage this platform for maximizing content consumption. For us Digital first, Localization, Explainers, User Generated content presentation in familiar navigation and style will ensure maximum engagement among viewers.
