MediAvataar's News Desk
India’s online video viewership has increased 100% since 2011.
Super viewers are largely from the SEC A and B category and are typically 21 to 26 years old.
Approximately 78% of regular internet users watch or download digital content such as videos, television shows or movies.
Just a few years ago, Internet broadband was considered a luxury restricted mostly to corporate India. Today, it’s a whole different picture thanks to the advent of smartphones and a rapidly growing telecommunications industry. India is poised at the cusp of the digital revolution – be it finance, travel, ecommerce and even media and entertainment.
Online video viewership in the country has nearly doubled between 2011 and 2013. A 69% growth in unique viewers during the same period indicates that more Indians are accessing their entertainment online every day.
The Media Super Consumer
However, Internet users cannot be grouped solely by data consumption. Two factors—consumption and engagement—categorise consumers’ online behaviour. We’ve broken down India’s Internet users into three:
Light: They spend approximately 90 minutes or less online.
Medium: They spend between 90 to 120 minutes online.
Heavy: They spend more than more than 120 minutes online.
Consumers’ online use can be gauged not only by the time they spend on the Internet but also through the medium they use to access it. Using multiple mediums could be an indication of high dependency. Heavy internet users with a corresponding high level of dependency on their connectivity are termed super viewers.
The super viewer depends very heavily on the digital medium for work, as well as play, and the absence of connectivity or a device would have a huge impact on their lifestyle. Our respondents went so far as to admit that they would feel “impaired” without access to the internet.
So Who Is The Super Viewer?
Not surprisingly, the super viewer is young and affluent. They invest in gadgets and devices that enable easy and any-time access to the digital world. The average age tends to be approximately 26, but around 36% super viewers also fall into the 21-25 age group.
The SEC A and B section of a 32 million metro population between the ages of 15 to 45 years log in to the Internet at least once a week*. With 12% or 7,60,000 consumers’ Internet usage patterns mapping to those of super viewers, service providers have a clear opportunity.
THE SUPER VIEWER ONLINE
Super viewers do not limit themselves to merely entertainment; they’re comfortable with technology and know how to leverage it, taking to the Internet for many transactions. Our studies indicate that super viewers spend more than two hours a day accessing or downloading videos online. Not only do they spend more time online, they are ‘hooked’ on the content. The advent of smartphones have only made this easier for consumers.
Reaching The Super Viewer
This consumer group is relatively affluent, connected and young. They are familiar with and know how to leverage technology for their convenience. Companies can connect with this segment in two key ways:
ADVERTISING: This is a great avenue for FMCG retailers to support or position branded or customized video content, such as web episodes of a TV show. However, online advertising needs to be approached with care. While 36% of viewers said they would skip ads as they viewed them as irritants, 49% said they would watch advertising previously not seen.
Financial advertising could be a winner given that the super viewer is conducting most financial transactions online anyway. Going online could sway decision making in favour of the advertiser.
UNIQUE CONTENT: Super viewers have demonstrated a willingness to pay for their digital entertainment. There could be a market for the broadcaster creating exclusive ‘online content.’ Hindi tele-serials are also an area of opportunity. Going online offers a great way to connect with an audience currently not covered.
The biggest opportunity area, however, is English content. Television shows and serials currently not available in India have a potential target audience in the super viewer. Paid subscription could be a potential revenue generator.
With nearly 5 million new users taking their first step into the digital world every year, India’s internet users are expected to hit the 500 million mark by 2018, as per a report published by McKinsey & Co and Facebook. Today’s super viewer is not just a willing market for advertisers and broadcasters but also a good forecast of future consumer behaviour online. Leveraged correctly, the digital world is a new space waiting to be explored, and the super viewer is the compass with which to mark one’s direction.
Social media is, without question, the epitome of how digital has transformed the way we communicate. With broad reach and instant effect, social networks have grown to afford their users a tremendous amount of power. This can be seen in how social media users can influence, both positively and negatively, the public perception of a brand. In an attempt to shape the narrative, companies across all industries were quick to embrace social networking, with one glaring exception—businesses whose customers are other businesses.
Save for business-oriented social networks such as LinkedIn, many B2B companies hold the misconception that social media isn’t an appropriate or necessary space they need to occupy. But the truth is, the impact of social media reaches wide and deep for every organization, no matter of the customers. Social media provides its users instant and free access to some of the largest audiences in the world. As such, it’s a key instrument in any marketer’s toolkit.
Still not convinced that your organization should move beyond LinkedIn? Here are four more reasons why your B2B brand should embrace social.
1. Social media can boost your B2B brand awareness
Commercial real estate giant CBRE is a great example of a B2B company taking full advantage of Instagram as a photo-sharing site. Filled with images of commercial buildings and photographs of urban skylines, the CBRE Instagram account was slow to attract a following. But in the two years it’s been online, CBRE has managed to amass over 5,100 followers. With an average of 150 likes per posting, it’s a following that also shows regular engagement.
CBRE isn’t the only B2B business to leverage the social to build awareness. Global shipping giant Maersk Line also maintains a healthy Instagram following, using photos of container ships and transport vehicles to illustrate how the goods we purchase traverse the oceans before they reach our stores. Beyond Instagram, General Electric uses Pinterest—wrongly perceived as a network for sharing recipes and fashion—to highlight how their company’s innovations “move, power, build and cure the world.”
By bringing your B2B brand to the attention of your audience, you increase your B2B brand exposure and draw sustained attention to it in a unique and interesting way.
2. Social serves as an avenue to promote thought leadership
Social media gives you a public stage from which you can share knowledge with a broader public. For businesses, this represents an avenue to distribute an organization’s latest thoughts or ideas, important company updates and positive press.
For example, Cisco, the company known for its networking devices, is networking with hundreds of thousands on their Facebook, Twitter and LinkedIn accounts. Using hashtags such as #InsideInnovation and #InternetOfEverything, Cisco distributes thought leadership pieces, website content and videos to an audience that—through likes and follows—they know are receptive to their brand and the messages they promote.
With the exception of Facebook, the organic social reach of these promotions are only as limited as the number of people interested in your message, and how often they log into the network of their choice. And not to be minimized, we need to look at the potential to extend your reach through social sharing and paid promotion.
3. Social provides an opportunity for brand engagement
B2B marketers must remember that they’re not just targeting a faceless business entity with their communications. Rather, what they’re looking to do is to engage with people who are, in some way, attached to a business. These are human beings with emotions, looking for the partner who will make their jobs easier and will set them up for success. Companies that offer business services, such as logistics or software as a service, are well positioned to use social media for brand engagement in this manner.
One such example is Salesforce, whose Twitter account also doubles as a platform for customers and employees to engage with the brand. When an individual tweets using the @salesforce handle, it’s likely to receive a response from the marketers supporting the Salesforce corporate account. Positive or negative, there is an open dialog between the brand and its clients.
This type of two-way relationship represents the quintessential B2B brand engagement that social media offers to businesses.
4. Social may have an effect on your SEO
There is still some debate on this, but many search marketers believe that social signals—likes, retweets, follows or other audience interactions with your social posts—are a ranking factor in search engine optimization. Google representatives have denied that they use social signals as a ranking factor, but webmasters are quick to point out that data curated by social networks remains too rich to ignore. Social signals have the potential to illustrate the popularity and trustworthiness in a particular social media user or piece of content. Thus, it’s somewhat unbelievable that the world’s largest search engine has said they place no special value towards this data—and I myself remain a skeptic.
Every brand has, at one point, struggled when taking the leap into social media. It takes time and effort to build an audience, craft compelling content, and find a voice in a wider community made up of millions. But the B2B brands that I’ve mentioned as examples above prove that, done right, social media can make up a rewarding part of your marketing toolkit. If you’re still not convinced, or unsure where to start, I’d invite you to learn more about Tenet’s digital marketing capabilities and our thoughts on the connected customer. After all, your business isn’t just marketing to other businesses—you’re marketing to human beings like yourself, all hustling to connect with one another in an ever-changing digital landscape.
Written by John Kusovski Director, Digital Marketing at Tenet Partners
BIG Magic Ganga continues its leadership position amongst regional channels of Bihar, Jharkhand and the Purvanchal region with 73%* viewership share (*source: BARC, Wk 23)
Commenting on the channel performance, Mr. Ashwin Padmanabhan, Executive Vice President & Business Head, Reliance Broadcast Network Limited said, “We are overwhelmed with the response of our viewers who have consistently appreciated our content. BIG Magic Ganga is the largest and only regional GEC providing fresh locally produced programming content and we remain committed to offering a well-packaged entertainment experience. With best ways of connect with local audience, we offer better customization & localization for advertisers and marketers.”
Popular shows like Prabhu Sang Preet Lagayi, Devo Ke Dev Mahadev, Suhane Pal and Big Memsaab offer entertainment and meaningful content which can be watched by the entire family. The channel also launched three new shows this month - India’s first historical comedy, Har Mushkil Ka Hal Akbar Birbal in Bhojpuri, Comedy Tabadtod and Charo Dham Sasurari Hai.
With the International Yoga Day around the corner, the ZEE Group’s Media & Entertainment
Companies are gearing up to actively participate, making it a huge success. The companies which are lending support to this initiative are Zee Entertainment Enterprises Limited, Zee Media Corporation Limited, Z Living, Zee Learn Limited and Zee Digital Convergence.
Last year, our Hon’ble Prime Minister, Narendra Modi while addressing the 193-member UN General Assembly at the United Nations said, “Yoga is an invaluable gift of India's ancient tradition. It embodies unity of mind and body; thought and action; restraint and fulfillment; harmony between man and nature; a holistic approach to health and well-being. It is not about exercise but to discover the sense of oneness within yourself, the world and the nature. By changing our lifestyle and creating consciousness, it can help us deal with climate change. Let us work towards adopting an International Yoga Day.”
Commenting on the importance of International Yoga Day, Dr. Subhash Chandra, Chairman – ZEE & Essel Group said, “The ancient Indian practice of Yoga nurtures the mind, working through the medium of the body. Yoga enhances the body and soul with additional strength, zeal and beauty. It is a beautiful act of nurturing the divinity within you. I strongly believe that it is a gift to all of us, and it is essential that we work towards making it a mass movement globally. I am confident that the International Yoga Day which our Hon’ble Prime Minister, Shri Narendra Modi has initiated will have a strong impact on humanity, maybe not immediately but definitely in the next five to ten years.”
Elaborating on the Group’s participation in the International Yoga Day, Mr. Punit Goenka, MD & CEO, Zee Entertainment Enterprises Limited (ZEEL) said, “Yoga is a way of living which recharges the body and promotes the balanced development of the physical, mental and spiritual being. As the excitement around International Yoga Day builds up, we, at the ZEE Group, have lined up a range of yoga-based activities to engage with our viewers across the world. Our channels and brands will feature yoga content integration, expert advice from yoga gurus, useful trivia, celebrity bytes and yoga cuisine, among other interesting initiatives throughout the day. Apart from this, we are celebrating Yoga Week across all our offices where employees will perform yoga sessions led by expert instructors.”
As the world prepares to celebrate the International Yoga Day, and with India leading the charge, the ZEE Group is committed to making this a major national and global event.
Some of the key initiatives that will be showcased across the ZEE Group companies and channels are as follows:
· Among Zee Entertainment’s bouquet of channels, Zee TV, the flagship Hindi GEC will feature yoga-based content integration in its popular shows, Satrangi Sasural and Neeli Chhatri Waale while &TV will be integrating the essence of International Yoga Day through its shows - Dilli Wali Thakur Gurls, Bhaghyalakshmi and Gangaa.
· Zindagi, the premium Hindi GEC will espouse the effectiveness of practising Yoga through its afternoon show ‘Simply Beautiful’ which is based on healthy living while our FTA channel, Zee Anmol will run fillers, each of which will focus on one Chakra of the body and how a particular type of Yoga cleanses that chakra, infusing energy into the body and bringing about a positive change.
· ZEEL’s Hindi Movie Cluster will integrate yoga and Bollywood to commemorate International Yoga Day. The channels will urge audiences to adopt Yoga as a lifestyle choice by showcasing advice from Yoga instructors as well as trivia and quotes from stars practising yoga.
· ZEEL’s Regional Channels have also planned a slew of yoga-based activities. The leading Marathi GEC, Zee Marathi will advocate the benefits of Yoga through content integration in leading fiction and non-fiction shows like Julun Yeti Reshimgaathi, Honaar Sunn Mee Hya Gharchi, Dil Dosti Duniyadaari, Chala Hawa Yeu Dya and Ka Re Durawa. Similarly, Zee Bangla’s shows like Kojagori, Didi No. 1 and Sa Re Ga Ma Pa will inspire viewers to be fit and practice yoga through Yoga integrations within the content.
· In the South, Zee Telugu, with an aim to promote health and well-being will showcase the importance and benefits of practicing Yoga for a well-balanced mind, body and soul through integration of information related to Yoga in the following shows - Muddu Mandaram, Abhishekam, Subhamastu, Vahreva, Lakshmi Raave Maa Intiki and Omkaram. Zee Telugu is also associating with Siti Network for a ground event based out of Hyderabad where celebrities will interact with participants to demonstrate and practise yoga. Yoga-based content integration will also occur on Zee Kannada’s top two fiction shows, LoveLavike and Jothe Jotheyalli and on Zee Tamizh’s shows Parambariya Maruthavam and Enga Veetu Penn.
· Among the Regional Movie Channels, Zee Bangla Cinema will be positioning its family drama, Maach Mishti & More as the face of the Yoga practice movement while Zee Talkies will be featuring ‘Cinema-Asan’ – A Filmy way of celebrating Yoga where celebrities will perform asanas, share tips and engage with consumers on the topic of Yoga.
· On the occasion of International Yoga Day, ZEEL’s English Cluster, Zee Café and Zee Studio, will feature yoga trivia and quotes from famous shows like Desperate Housewives and The Big Bang Theory and Hollywood movies like Pretty Woman, Aeon Flux, Iron Man 3 and The Lincoln Lawyer.
· Among ZEEL’s Niche Channels, ZETC will be running a mini-campaign ‘Bollywood GuruCool’ which will propagate yoga, highlight different actors who practice yoga and suggest suitable music for yoga while Zing will feature Bollywood Yoga vignettes throughout the day. Zee Khana Khazana, India’s premium 24-hour food channel will be showcasing ‘Yoga Cuisine – Spiritual Foods’ on its shows - Suryanamaskar Starts, Saatvik Bites, Jiyo with Jia and The Beauty Fridge. To build interest in Yoga among kids, our edutainment channel, Zee Q will telecast an episode of its show ‘Bandbudh Aur Budbak’ titled ‘Yoga Se Hoga’ at different timeslots during the day.
· Truly living up to the name ‘International’ Yoga Day, ZEEL’s International Territories will also be actively supporting and celebrating this ancient Indian tradition.
o ZEE Americas and ZLiving will be engaging with audiences through their popular shows like Rock Your Yoga, Yoga Sutra Now with Jai Sugrim, Yogapalooza, Yogi Cameron: A Model Guru and Yoga for Life.
o ZEE UK & Europe is dedicating an entire week to promote Yoga and will bring in various Yoga experts on its live TV show, Zee Companion to demonstrate the practice, interact with viewers and answer their queries about Yoga. ZEE UK &
Europe will also be participating in the UK’s biggest International Yoga Day event which is being held at the Alexandra Palace.
o Additionally, Zee TV Russia has partnered with the yoga centre ‘Organic People’ to arrange a mass celebration for yoga lovers under the guidance of famous Russian yoga guru Rauf Asadov which will be aired live on Zee TV Russia’s website.
o In the Asia-Pacific region, ZEEL’s channels will air a special AV on Yoga, hold various contests for viewers and also broadcast the International Yoga Day events being held in major cities in Thailand, Australia and China.
o Zee TV Africa has partnered with the Consulate General of India in Durban and High Commissioner of India in Johannesburg on a range of activities in support and celebration of International Yoga Day including an on-air awareness campaign and eighteen on-ground events across various regions of South Africa.
o ZEEL channels in the MENAP region are also creating awareness about Yoga and its benefits by running an on-air and social media campaign.
· Zee Digital Convergence will extend support to the different channels and amplify their yoga-based content in the digital space. Furthermore, ZEEL’s OTT platform, DittoTV, will highlight special live yoga features run by different news channels, yoga shows and videos from ZLiving and a brand new show-‘Yoga for Life’.
· The various channels of Zee Media Corporation Limited (ZMCL) are also enthusiastically participating in the International Yoga Day celebrations.
o Zee News is celebrating International Yoga Day through special programming, ‘Yoga Living’ which features demonstrations by renowned yoga gurus, yoga documentaries, bytes from famous celebrities like director Mohit Suri, wrestler Sushil Kumar and actress Shilpa Shetty, and yoga advice and tips.
o Zee Business is inviting business honchos, entrepreneurs, politicians and yoga experts to be a part of their special Yoga show. Prominent personalities who will be sharing their Yoga advice and recommendations include Jayant Sinha, MoS Finance, Government of India, Anand Rathi – Founder & Chairman, Anand Rathi Financial Services Ltd., Amish Tripathi, Author of The Shiva Trilogy and Bharat Thakur, the famous Yoga Guru.
o On Zee 24 Taas, a campaign named as ‘Zee 24 Taas Yog Abhiyan’ is being run to promote the practice of Yoga in daily life. News stories featuring Yoga experts highlighting the importance of Yoga in today’s time is being showcased along with celebrity wishes for the campaign. On-ground, students from more than 100 schools from Vidarbha, Marathwada, Western Maharashtra, Konkan and Khandesh will take the pledge that they will practice Yoga everyday, which will help them build their bodies and minds in a positive way, thus building a healthier society. Also, as a part of this initiative, lakhs of students from various schools will voluntarily perform different asanas of Yoga at the same time across the cities and villages of Maharashtra.
o In Rajasthan, Zee Marudhara is highlighting the State Govt.’s initiatives on Yoga including the Live coverage of the state’s IYD function in which Chief Minister, Vasundhara Raje will be participating. The channel is also running regular stories on ‘How yoga can be beneficial in our day to day Life’ and broadcasting a series of chat shows with Yoga Experts, Teachers, Ministers, etc. on the importance of Yoga and its benefits.
o Zee Sangam has done a series of shows with yoga gurus who have spoken on its importance and also demonstrated various ‘asanas’. Case studies on individuals who have benefited from yoga are also being aired on the channel.
o Zee Punjab Haryana Himachal will broadcast the live coverage of the IYD functions across the major cities as well as discussion programmes on Yoga, ZLiving yoga tips and content integration in major bulletins.
· To educate students about the importance of Yoga, the educational division of the Group, Zee Learn Limited will be organizing lectures, demonstrations, Yoga shivirs and sessions across its various schools and institutes - Kidzee, Mount Litera Zee School, ZICA, ZIMA as well as at Himgiri Zee University.
Leo Burnett India has strengthened its creative team with the appointment of Shiva Kumar as Executive Creative Director. Shiva will be based out of Delhi office and will work closely with RajDeepak Das.
Shiva has joined Leo Burnett from Cheil India where he was the creative director for four years.
Commenting on his appointment, RajDeepak Das, Chief Creative Officer, Leo Burnett, said, “Shiva will take forward and sustain Leo Burnett’s way of producing disruptive and effective work for brands – based on our HumanKind Philosophy. A firm believer in the power of integration and innovation, Shiva will play a vital role in bringing human insights and technology together to create magic for brands.”
Commenting on his joining, Shiva Kumar, said, “When I met Raj, I was smitten by his vision of a young heart and the energetic team he leads that is ever-hungry to do great work. Raj is an immensely talented leader and has his eyes firmly set on future. I certainly didn’t want to miss the bus. My attempt at Leo Burnett will be to look at advertising from the perspective of a multi-screen platform and provide an integrated experience that makes our brands play a better role in the consumer’s life. Leo Burnett has already put a successful integrated infrastructure, which will help me consolidate a creative team that is future-ready.”
Shiva has more than 14 years of experience in advertising. Apart from Cheil India, he has worked with Saatchi & Saatchi, Dentsu Marcom, Everest Brand Solutions, Publicis India and Mudra. Some of the key brands he has worked on include Mitsubishi, Yamaha, Honda, Apollo Tyres, ABN AMRO Bank, Aviva Life Insurance, Electrolux, Nestle, Canon, Sony Ericsson, MTS, Samsung Mobiles and Samsung Consumer Electronics, Delhi Daredevils and Halonix.