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How election period comes as a great opportunity for all the TV News channels?

When it comes to Hindi news television channels in India, it’s not only Diwali or Christmas, but the general elections, which brings all the excitement and jubilation for the Indian viewers at large .As the election in five states are just round the corner, almost every channel is gearing up for the big occasion in order to outrun their competitors in every aspect possible. This has further provided a big opportunity to all the news channels to drive their revenue growth by attracting major advertising brands to showcase their products and services during the prime time.

How ad rates jumps during the election period?

Well it’s not only about the political advertising which facilitates the surge in the ad rates or revenue growth during the election period, but also the corporate advertising which shoots up within the same process .Manufacturing Sectors like FMCG, BFSI, Food and Beverages and Auto takes center stage as this is the time when they can bring up the most to their business through advertising on most of the prime time slots on TV news channels.  If we go as per the current price trend of ads, a usual 10-second ad spot on a top Hindi news channel on a random day would cost around 3000, but the same ad rate would jump up to 3-5 times, on elections day and same can jump up to 50 to 100 times solely based on factors like price negotiations, selling process and the auction process.

Talking in the same regards, CEO of ABP News network, Avinash Pandey also said,” During the previous General Elections, ABP News sold a 10-second ad spot for as high as Rs 3 lakh and many other spots for over Rs 1 lakh per 10 seconds. The pricing depends on a lot of factors - when a brand has decided to purchase the spot in the buying cycle, when they want to air their ad on the big day and what kind of exclusivity are they looking at. We at ABP provide the option of an exclusive break, one minute, three minute break, no-competition blocking option, etc.”

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Key Marketing Lessons by Avinash Pandey CEO, ABP News Network (Star News)

For an individual who is into marketing or advertising work for organization or self purpose, it is quite relevant to get a deep understanding of some major marketing skills. While getting themselves up skilled on these aspects can bring more wonders to their career growth, ignoring the same can also lead them the other way. Whilst covering a big distance with my marketing experience from Star News and till now as a CEO of ABP News (Avinash Pandey), I have seen that these capabilities are the most basic and it is critical to comprehend them during the course of a successful journey in the marketing domain. Attempt the following and see if they work for you.

One of the most key fundamentals of the same rule quotes that 80% of the profits within a business or entity comes from 20% of its clients. Therefore, most of the focus needs to be laid upon those 20% who are giving us the maximum profits. Same rule goes with the news channels as well and we must focus more on the viewers viewing most of our programmes in the process. During my stint with Star News and now with ABP News, I have noticed that mostly viewers get attracted towards same type of programes. Therefore, if we have to increase our revenues and profits, we have to target all such viewers and keep in mind their taste and preferences in terms of news content. Although the 80% and 20% figure is kind of an estimated one and the actual figure may be a bit different, still the crux of the whole matter is that the main focus should be towards that smaller numbers of key viewers.

One of the other strategies can be the categorization of the same viewers in terms by age, location, profession, and financial terms and so on. When it comes to TV programmes as well, I would say that programmes specially created for a particular group of people goes more successful if this is the same chunk which is bringing bigger profits to your company.

Another key marketing skill is creating a product in such a way that it stays as outstanding amongst its similar counterparts in the market. Moreover, instead of going in the herd of other competitors, we must focus on creating a unique concept and presenting it in the most effective manner to our list of viewers. That is where branding and marketing skills comes into picture and if we have to make a place in this big sea of TV news channels, the news presentation needs to be in the most effective manner possible that rest of the our counterparts. This could be done by bringing some key changes in the news reading, picking more relevant topics from current affairs, bringing expert advice on board and so on., focusing on different topics, inserting opinions from prominent experts, or anything else. The content and its presentation have to be quite exclusive in every term.

On the other side, social media marketing has its own role to play in this aspect. Therefore, instead of using it as an advertising platform, it must be used for bringing better engagement with the viewers whilst sharing all the good things like ides, thoughts, and improvements required in our product and so on. This way, they would feel connected with the channel and bring others also towards our already impactful content.

 Once an individual starts these key marketing skills, success is more likely during the course of his journey and although these rules can be altered according to the situation and target product, the approach should stay similar all the way. This has worked for mew so far during my journey with star news and ABP news so it must work for everyone as well.

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#DeshKoRakheAagey Complements Our Efforts to Keep Viewers Abreast of Latest Developments: Avinash Pandey, CEO – ABP News (Formely Star News)

ABP’s recent #DeshkoRakheAagey campaign seeks to highlight the network’s commitment to providing viewers with the most extensive, in-depth news reporting. Avinash Pandey, CEO, ABP News Network (Formerly Star News ) tells us more about the campaign and ABP’s election coverage…

THE IDEA BEHIND THE #DESHKORAKHEAAGEY CAMPAGIN: Through this campaign, we wanted to address the boundless passion and unflinching determination of our reporters that have complemented ANN’s efforts to keep our most important stakeholder, the viewer, ahead of the latest development taking place in the country.

AMPLIFICATION OF THE CAMPAIGN: High decibel amplification of the brand campaign on social media platforms, Print, Radio and OOH ensured its reach and impact. The Campaign has been appreciated both internally and externally by our stakeholders and industry influencers. #DeshkoRakheAagey was one the top trending threads on Twitter on the day of its launch.

ON ABP’S ELECTION COVERAGE: ABP News Network (Formely Star News) has a slew of election programmers such as Kaun Banega Pradhan Mantri and 2019 – Kaun Jeetega. Our election specific programs also include city and state-specific youth debates to understand and address the concern and sentiments pertaining to the government and live on-ground debates with various sector experts.

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ABP News Network elevates Avinash Pandey as CEO (Chief Executive Officer)

MUMBAI: ABP News Network (ANN) has promoted Avinash Pandey as the chief executive officer (CEO) effective today. Avinash has been at the helm of the organisation as the COO and has been instrumental in the growth of network over the last 5 years.

An HBS Graduate & Post Graduate in History, Avinash has over two decades of experience in News Media, Advertising, Sales, Distribution, Marketing, and Content Creation. He has been with ANN since 2005, guiding the growth of advertising revenue and playing a key role in the expansion of the network’s reach over the past decade.

Commenting on the appointment, ABP Group MD & CEO DD Purkayastha said, “Avinash has rendered invaluable services during the past 13 years of tenure in the organisation. Wishing him success in the new role. We are proud of our success and look forward to the next chapter of growth under Avinash’s dynamic leadership.”

Commenting on his appointment as CEO, Avinash Pandey said, “I am delighted and thankful to the Board of Directors of ANN for bestowing such faith in me. ABP News has been consistently setting benchmarks in the media and entertainment industry for innovation and growth in India, which is one of the world’s fastest growing markets. The convergence of telecom, media, and technology is one of the major drivers of the industry and India’s media ecosystem has reached an inflection point. Am looking forward to taking the channels to the next level in these exciting times.”

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Important Marketing Skills By Avinash Pandey COO ABP News Network (formely Star News)

For a person in the marketing job or for a company or organisation doing marketing for itself, it is very important to understand some major marketing skills. Refining these skills can lead them to grow their business and not understanding these basics can have adverse effects on them. During my extensive marketing experience in Star News and now as COO of ABP News, I have seen that these skills are the most essential and it is important to understand them. Try the following and see if they work –

The essential marketing rule is that 80% of our profits come from 20% of our clients. We need to understand which 20% customers are giving us the maximum profit and we need to focus on them. For TV News channels, we need to see which section of our viewers are watching the maximum of our News programmes. During my experience with Star News and now with ABP News, I notice that maximum of our viewers stick to the same kind of programes. In order to maximise the profit we need to focus on these viewers and see what they like in a news presentation. Here, it is important to understand that 80% and 20% are only approximations and actual % may vary, but this is the general idea, that maximum profits come from a small number of clients and we need to identify them.

Another good strategy is to create segments of our clients by age, geographical location, profession, economic group and so on. In case of TV Programmes, I would say that some programmes tailored for some viewers are the most successful, if these viewers are the ones who give the maximum profit to the TV News channel.

Another basic marketing skill lies in shaping the product in such a way that our product stands out against other similar products in the market. Instead of getting drowned in a sea of similar products, our products should have an identifying feature. This is where branding and marketing skills are most reflected. In case of TV news Channel, this means that in a sea of 24×7 news going on hundreds of channels, we have to make our news presentation different from the rest. It could be a different way of reading the news, focusing on different topics, inserting opinions from prominent experts, or anything else. But our news programme should have a personality of its own.

Social media marketing is a very useful marketing medium if understood how to use it. First, it should not be used as an advertising platform. Rather, visitors should be engaged into a conversation, friendship should be developed with them, main features of our products should be regularly discussed intelligently and we should reciprocate our visitors’ interest by visiting their pages and commenting and liking their posts. Social media should be used as social media and not in an impersonal manner.

Following these essential marketing rules can enhance one’s marketing skills. These rules can be modified according to the product and more rules can be added to the list. But trying these rules is a good idea to see if they work. I can say in my experience with Star News and ABP news that they have worked for me.

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Hindi News Genre ad Rates to Grow 25% by General Elections: Avinash Pandey COO, ABP News

As India is preparing to witness state elections followed by General Elections in 2018-19, news channels too are gearing up for the period by offering innovative election coverage.  

Like always, elections set an upward trend in news consumption, which encourages advertisers to spend generously on news channels. In India, TV continues to be a key medium for media advertisers due to its unmatched reach. Television takes the largest share of ad spends at 40 per cent, followed by print at 34 per cent and digital at 15 per cent.

Avinash Pandey, COO, ABP News Network, speaks more about the network's coverage plan and growth in news genre:

Election programming

Desh Ka Mood, the leading election programme of ABP News, released the survey results on November 2, done by CVoter, the timeline of the survey was October 2018 with over 15463 respondents spread Pan India.

“All the channels under the network are doing election coverage, starting from monthly poll on all the news channel of the network. Regional channels broadly do daily election coverage around 5pm and 8pm every day,” informed Pandey.

Taking the highest election recall programme of ABP News- ‘Kaun Banega Mukhyamantri’ forward, the network launched Siyasat Ka Sensex. The one- hour show is hosted by anchor Neha Pant from Monday-Friday between 8pm-9pm. The show will aim at giving viewers opinion poll data of Madhya Pradesh, Chhattisgarh and Rajasthan during the upcoming elections.

“We have also started Siyasat Ka Sensex which is a daily poll on these states and big opinion polls on these four states are coming right after Diwali,” said Pandey.

Election Coverage over the years

Pandey explained, “If you look at the elections, the way it was five years ago, it is becoming more interesting with strong viewpoints and change of political dynamics both in the terms of ideology and ground realities. There is a fundamental shift  which is creating lot of buzz in the people on the ground and thus all news channels, at least the top four, are doing quite well in terms of election coverage.”

Pandey shared that most of the news channels are booked for the entire season till December mid in terms of ad inventory. “As a network, on ABP News, ABP Majha and ABP Asmita, the changing political scenario is creating lot of news. Majha will be dedicated to Maharashtra, our Gujarati news channel, Asmita, is more focused on the Madhya Pradesh and Rajasthan elections. The channels has got good round of election programming which has resulted in a decent rate growth and advertising booking of the inventory lasting until December.”

Ad growth during General Election

As the country is moving to the General Elections, Avinash Pandey believes that the most of the advertisers today are booking in advance. He said, “The clients want inventory commitment till the end of the General Elections which is around May 15, 2019. Most of the deals are being negotiated.”

Pandey believes that most of the news channel will deliver double digit growth during the poll period with the Hindi news genre expected to grow by 15-25 percent.

Speaking about revising the ad rates for the network, he shared, “We have taken a jump of close to 10 per cent this festive season. Further hike would happen during the counting and polling of state elections, which can be close to 15 percent and third round of hike will happen when the General Elections will be announced and the rates can go upto 20 per cent.”

On an average for a season the rate varies from Rs 3,400 to Rs 10,000 for 10 seconds depending on the time of purchase and the time band brands are buying, which is the same for the top three channels. He said, “However for the state election counting day, ABP News starting 10 sec slot rate is minimum Rs 20,000, which will only go up every single passing day.”

Avinash Pandey added, “The regional channels rates will be decided closer to the election day but if somebody wants to take all the three channels of ABP News Network, which include Majha, Asmita and ABP News, they can buy at the rate of Rs 27,000 but if someone wants to buy closer to the counting day the rate will be above Rs 1 lakh for a 10 sec slot.”

Categories spending more

"Media advertisers’ ever growing interest in spending on television ads has made this medium poised for a substantial growth in revenue generation on the back of sectors such as FMCG, automobile, consumer goods, mobile handset and telecom that are trying to leverage the expected increase in news channel viewership. Apart from FMCG, automobile and mobile handset are spending more compared to previous years," said Avinash Pandey.

National vs Regional news

“Regional news channels cover minute details of local tehsils or Zila whereas national channels cover broader topics. The interest of a national viewer is very different from that of a regional viewer. Hence, both are doing very well in election coverage. Like in West Bengal, ABP Ananda's viewer base was double of all the channels put together in terms of overall eyeball.”

Plans to launch new channels

Avinash Pandey informed, “We have plans to launch new channels but we have to see the market environment in order to go ahead with that. Maybe in the next financial year we will be able to announce it. Currently it's too early to comment on it."

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ABP News Network Launches Its New Brand Campaign – "Desh ko Rakhe Aagey"

Excited on the brand campaign launch, Mr. Avinash Pandey, COO – ABP News Networksaid, “I would like to congratulate and thank our reporters, who act as the sentinels of truth, driven by boundless passion and unflinching determination that has helped ANN in keeping the nation and viewers ahead. The intriguing campaign aims to bring forth ANN’s efforts to keep its most important stakeholder, the viewer ahead on the continuous developments happening in the country.”Avinash Pandey - ABP News Network, nation’s leading news network launched its new brand campaign ‘Desh ko Rakhe Aagey’, the thought-provoking brand campaign focusses on the hard work that the ABP reporters endure daily to bring the most insightful, intrepid and visceral news coverage. The campaign has gone live on December 6th, 2018 and has been created by Lowe Lintas.

The campaign is led by two interesting TVCs which showcase the story of a Shoe (7number ka joota) & Bag (Pitthu bag) respectively that are elements which are very important in the career of any journalist. These objects not only see a reporter’s vigor firsthand but also become an integral part of their journey. ABP News has been the pioneer when it comes to thoroughly researched, innovative and engaging news delivery, and depicts the story of journalistic acumen and the indomitable spirit through this TVC.

In-depth & correct Information leads to transformation & @ABPNewsTV group shares a common vision of apprising our viewers with the most relevant information. Sharing today not just a brand film but #ABPNewsNetwork's belief in its vision and its people. #DeshKoRakheAagey pic.twitter.com/3SQw6mNwAW

The brand campaign was launched by Mr. Avinash Pandey, COO, ABP News from his twitter handle https://twitter.com/panavi.

Excited on the brand campaign launch, Mr. Avinash Pandey, COO – ABP News Networksaid, “I would like to congratulate and thank our reporters, who act as the sentinels of truth, driven by boundless passion and unflinching determination that has helped ANN in keeping the nation and viewers ahead. The intriguing campaign aims to bring forth ANN’s efforts to keep its most important stakeholder, the viewer ahead on the continuous developments happening in the country.”

Commenting on the campaign launch, Naveen Gaur, COO, Lowe Lintas, said, “Our association with ABP News is a long standing one and this campaign like others in the past is special for us. ABP News is one of India’s leading Hindi news channels and has always stood committed towards keeping the country and its audience ahead by delivering complete and thorough news. The reporters work tirelessly with passion, courage and determination towards this commitment. As India enters the year of General Elections, it is our job to give ABP a distinct identity and we believe the current films will do that.

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Talking about Awasthi, Avinash Pandey, COO, ABP News Network, said, "Sumit is a very reputed journalist. I have personally seen some of his work and have worked with him earlier. We are very happy that Sumit is joining ABP News soon.”