Advertisement Industry in Television Booming

Key Findings: 59 per cent of TV advertising on national channels during January - September 2008. During January - September 2008, print promotion on TV has recorded growth of 28 per cent compared to January - September 2007. Radio promotion on TV decreased by 24 per cent during January - September 2008 over January - September 2007. 16 per cent rise in average ads aired per day on TV during January - September 2008 compared to January - September 2007.

Share of national vs regional channels during January - September 2008.

During January - September 2008, TV advertising on national and regional channels was in the ratio of 59:41. Volume growth of print promotion on TV during January - September 2008.

Compared to January - September 2007, print promotion on TV has recorded a growth of 28 per cent during January - September 2008. Volume growth of radio channel promotion on TV during January - September 2008.

During January - September 2008, radio channel promotion on TV recorded a drop of 24 per cent compared to January - September 2007.

Analysis for the types of ads on TV during January - September 2008.

During January - September 2008, commercial advertisements had the largest share - 41 per cent of overall ads on TV followed by channel/ program promotion and tag promo with 35 per cent and 24 per cent share respectively. Average advertising frequency per day on TV in January - September 2008.

Compared to January - September 2007, the average ads aired per day on TV has seen a growth of 16 per cent during January - September 2008. Other News By now it’s clear that Colors CEO Rajesh Kamat’s disruptive programming strategy has paid off. Pit actor Akshay Kumar, his stubble and a gaggle of glamorous women (without make-up) performing scary stunts against the collective shrieks of all those dark-lipstick-wearing mothers- and daughters-in-law. Introduce action in family drama viewing time. Disrupt and get noticed—by male and female viewers. Then gather the perfect mix of imperfect people to ensure that the buzz around your next big show, Bigg Boss, makes front-page news. Don’t underestimate the popularity of family drama. Or religious soaps. Depend on your killer team. Even as Kamat’s former colleagues Sameer Nair and Peter Mukherjea struggle to manage their new general entertainment channels (NDTV Imagine and 9X, respectively), dark horse Colors snagged the No. 2 spot. Analysts say the channel was probably the catalyst for Kyunki’s demise next week. We met the team that got the formula right. SIMRAN HOON,37 Head, advertising sales “GEC is my passion,” says Simran Hoon, who loves the dynamism of a “bigger picture” general entertainment channel. “One show can take you up and down.” Hoon, who joined Sony Entertainment Television three days before it was launched in 1995, enjoys being part of successful start-up teams. “To build a brand right from scratch, to help set up systems, to figure out what is saleable and what is not is a big high,” she says. Hoon joined Zee TV as head of sales in 2005, the year the channel zipped past Sony to the No. 2 slot. She has also worked with Star India and ‘The Times of India’. If she wasn’t in sales, Hoon says, she would be a horse riding instructor (now I know where Lakshminarayan got the idea). Whenever she can, she escapes to a riding school a couple of hours out of town for the weekend. In fact, escaping has always been a passion. Her father was in the Army and Hoon grew up across India. She still travels a lot and favourite destinations include Barcelona, Majorca, Paris and Cape Town. Favourite TV programme: ‘Friends’. “I can keep watching it over and over.” Stressbuster: Camping, travelling, horse riding. KARTHIK LAKSHMINARAYAN, 36 Head, business planning and strategy “The unity factor is playing a huge role,” says Karthik Lakshminarayan of the Colors leadership team. “We’re together every living moment.” Lakshminarayan’s the business guy—he handles budgets, manages the profit and loss account and finalizes the telecast log. After eight years as COO of Madison Media Infinity, a place where, Lakshminarayan jokes, “at some point people thought I was part of the furniture”, the move to broadcast gave him something new to look forward to. Previous career highs have included snagging the Procter and Gamble account at Leo Burnett and winning an award in Cannes in 2006 for an innovative cellphone campaign for Cadbury’s. He’s an insomniac who loves hockey, cricket and every other sport. “I want to learn horse riding now,” he says.