Weathering the storm Playing for victory
1 Agenda
Context
Strategy and initiatives
Impact
2 Agenda
Context
Strategy and initiatives
Impact
3 ABP – a leading multimedia group in India
Television Channels Dailies Radio
Training institute Digital
Bengali magazines English magazine Publishing 4 Print has been the mainstay of the group
• 2 Bengali Dailies and 1 English Daily • Readership of over 7 million per day • 60% market share
5 Print advertising revenues have been under pressure
Print advertising revenues, $ billion 3.1 . Advertising revenue growth 2.1 over the last 5 years: 7.7% CAGR
. Inflation: 7-8%
2011-12 2016-17
Source: FICCI, KPMG Media report 2017 6 Circulation sales has remained flat
Circulation sales, Million copies per day . Circulation sales 2.5 2.3 CAGR over 5 years: 1-1.5% only
. Largely driven by new entrants and duplicated buying
. Otherwise marginally declining market
2011 2016
Source: Audit Bureau of Circulation, India 7 Agenda
Context
Strategy and initiatives
Impact
8 4 Strategic initiatives to weather the storm
1. Compress costs by making operations lean
2. Renew and reinvent core print operations
3. Establish leadership position in TV business
4. Invest meaningfully in digital for the future
9 4 Strategic initiatives to weather the storm
1. Compress costs by making operations lean
2. Renew and reinvent core print operations
3. Establish leadership position in TV business
4. Invest meaningfully in digital for the future
10 Lean operations
FTE rationalization
• Productivity and 3000 25% process improvement 2300 • Senior level restructuring
• Role restructuring
Before After • Process automation rationalization rationalization
11 Organizational changes
1. Changes in structure and staffing of editorial team
2. Changes in structure and staffing of circulation
sales team
3. Modified performance management systems
4. State-of-the-art capability building program
12 Fundamental changes in editorial team structure
Before After
Chief Editor Chief Editor
Anandabazar Editor - Patrika – Editorial Anandabazar section heads Patrika Editorial section heads The Telegraph – Editorial section Editor - The heads Telegraph Editorial section heads Ebela – Editorial section heads Editor - Ebela Editorial section heads
13 4 Strategic initiatives to weather the storm
1. Compress costs by making operations lean
2. Renew and reinvent core print operations
3. Establish leadership position in TV business
4. Invest meaningfully in digital for the future
14 Revamping the mother brand - Anandabazar Patrika
Larger masthead Pointers to . Redesigned first page news in inside pages . Sectionalized paper - city, state, national, News in international, sports, brief business, editorial
. Large number of snippet news items More front page . Wide variety of news articles supplements every day of the week
15 Hyperlocal reach that TV cannot match
. 13 different editions across the state of West Bengal . For readers . Hyperlocal content . For advertisers . Reach into the high growth, non-metro markets at fractional cost . Hyperlocal advertising options
16 Product portfolio to serve the entire consumer lifecycle
ABP ABP Anandabazar Patrika School edition Karmakshetra edition Ebela (1922) (2016) (2016) (2012)
Students Job seekers Early professionals/ And beyond youth
17 Life development program to build a deep bond with readers
Shift from a Transactional to a Relationship-based bond with the reader – addressing the typical issues and pain- points in a consumer’s life to build loyalty
Niche content Curated Digital/ Mobile through workshops content supplements Benefits for the subscriber of The Telegraph Access to Print Radio and TV events engagement programs
18 Investment in knowing and developing the audience
Proprietary method to develop customer intelligence
Multiple routes to develop and engage current and future Exact geographical location of audience customer households • Content + Customer details: Name, Phone number, Address, Pincode • Print combined Vendor details: Name, phone with digital number • Stories from archives • And more
19 Power of alliance – One India
. Alliance between 3 of the leading media groups in India – ABP, HT and Hindu
. One India = 2 times the reach of the single largest print media group, at a much lower CPT (cost per thousand readers)
. 10x growth in revenue in 3 years
20 ABP One
. One stop 360-degree marketing solutions for clients
. Leveraging the ABP group’s multimedia reach
. Customised solutions
. Outcome-based, market share linked deals
21 4 Strategic initiatives to weather the storm
1. Compress costs by making operations lean
2. Renew and reinvent core print operations
3. Establish leadership position in TV business
4. Invest meaningfully in digital for the future
22 Bouquet of news channels in 5 languages
Punjabi – Punjab
Gujarati - Hindi – All Gujarat India
Bengali – Weekly West Bengal unique reach Marathi - of 166 mn Maharashtra viewers
Source: BARC, All India 23 Leadership position across all channels
Viewership market share
17% Hindi 39% Gujarati
14% 28% . Market leader in 2 out of 4
13% markets
10% . Close 2nd in the No. 1 ABP News No. 3 No. 1 ABP No. 3 player player player Asmita player remaining two
Bengali Marathi 39% 30% . On an average, 28% 30% 30%+ market share in regional markets 15% 10%
ABP No. 2 No. 3 ABP No. 2 No. 3
Ananda player player Majha player player Source: BARC; Punjabi channel yet to be launched 24 4 Strategic initiatives to weather the storm
1. Compress costs by making operations lean
2. Renew and reinvent core print operations
3. Establish leadership position in TV business
4. Invest meaningfully in digital for the future
25 Online matrimony business
. Unique proposition – photo ID verified profiles
. Strong growth
. 200,000 profiles – 4x growth in 1 year
. 66,000 KYC verified profiles – 3x growth in 1 year
26 Digital - Customised content for readers
Microsites for special Customised landing pages for consumer-related events special news days
State elections
Festivals and special features Union budget 27 Customised solutions for advertisers - Native
Videos Vanilla ads
Customised content
28 Websites and social media platforms
Unique Visitors, mn 9.9
. 8 times growth in Unique 1.2 Visitors in 2 years 2015 2017 . 5 times growth FB Community, mn in Facebook 5.8 reach in 2 years
1.2
2015 2017 Source: Google Analytics, Facebook Insights 29 Agenda
Context
Strategy and initiatives
Impact
30 Print circulation sales showing signs of growth
ABPABP Circulation Circulation sales sales ‘000‘000 copies copies per day 11151116 . 1.5% growth in sales in just 2 10991099 months
. Combined effect of product revamp, marketing, and sales approach
FebFeb 20172017 (before(Before AprApr 2017 2017 (after (After product productproduct relaunch)relaunch) productrelaunch) relaunch)
31 TV is contributing a third of group revenues
Print TV Digital
1% 14% 33% 28%
100%
66% 58%
2002-03 2016-17 2020-21 Projected
32 Matrimony business already reaching leadership
Market rank in terms of revenue Bengali Matrimony ABP weddings 1 Shaadi.com 2 3
10 years of 1.5 years of 10 years of operation operation operation
33 Digital matrimony business larger than print matrimony
Print and Digital matrimony business revenues Print Matrimony Figures indexed Digital Matrimony 142
107 100
71
2016-17 2017-18
34 Q & A END
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