'Regional TV channels showing phenomenal growth'
Mumbai, March 12 : Regional channels accounted for around 27 percent of the total television viewership in 2012, said a just released Ficci-KPMG report on the Indian media and entertainment industry.
The report said that while Tamil and Telugu markets accounted for around 50 percent of the total regional viewership, Marathi and Bengali markers account for 29 percent of the regional viewership.
"Regional genres are showing phenomenal growth in terms of viewership. Advertisers are yet to tap into the large potential of the retail consumers in these markets and local advertisers would be willing to pay a premium for this audience," Punit Goenka, MD and CEO of Zee Enterprises Entertainment Ltd, said in the report.
"Regional channels are estimated to account for approximately 30 percent of total revenues of Star and Zee networks. Regional channels command an advertising market share of 27.2 percent, which is proportionate to their viewership share," the report said.
"Regional markets continue to outpace the national market in terms of growth. Despite a slower growth in 2012, some regional markets have shown an impressive upward trend. This is on account of the FMCG clients which account for 60 percent of total spending," said Subramanyam K., vice president and national head, ad sales and marketing of ETV Network.
The report was released on the first day of the 14th edition of Ficci-Frames 2013, the annual convention of the media and entertainment industry here in Mumbai organised by the Federation of Indian Chambers of Commerce and Industry (Ficci).