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Findings on TV & Digital Content Mapping India 2019

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Findings on TV & Digital Content Mapping India 2019 A Short Report By CMS Media Lab An Initiative of TCNA RESEARCH HOUSE Saket Community Centre (CMS) New Delhi 110017 Ph: 911126851660, 26864020 Content Page No Part A Entertainment Media Scene 01-04 Key Facts: Broadcast/TV Media 01 Key Facts: Digital Media 01 Major Online Platforms 02 Growth in Regional Content Libraries of OTT Players 02 Investments and Planned Launches of Original Content 03 Genres of Original Content on Major OTT Platforms 04 Originals Released in Regional Languages (FY 19) 04 Part B Content Creation Process – TV, Digital & Production House 05-09 Content Creation Process- TV 05 Content Creation Process- Digital 05 Content Creation Process -Production House 06 Organizational HR & System Structure- General 07 Organizational HR & System Structure- General (TV) 07 Digital 08 Production House 08 Organizational HR & System Structure- Content Team 09 Production House 09 Role and Function of Content Creation Team Members 09 Role and Function of Content Creation Team 09 Part C Conclusion & Recommendation 10-10 About the Report: This short report presents key facts of TV and digital entertainment media. It identifies key steps of content creation process in TV, digital platform & production house with key decision makers. Based on key facts of TV and Digital media in the light of content creation process, it presents conclusions and recommendations for future actions. Part A- Entertainment Media Scene Key Facts: Broadcast/TV Media S.No 1 Number of private satellite TV channels permitted by the 880 Ministry of I&B for uplinking only/downlinking / uplinking 2 Number of Pay TV Channels as reported by broadcasters 330 3 Number of Pay Subscribers net Active with Private DTH 70.49 Million Operators 4 Number of pay DTH Operators 5 5 Number of TV Households 183 Million Household 6 Number of TV Viewers 780 Million Individuals 7 Urban India – Reach 88% 8 Rural India- Reach 55% 9 Total Reach 66 % 10 Total Daily Tune-ins on TV 557 Million 11 Viewers Daily Time Spend 03:44:28 12 Hindi GEC- Weekly Reach in Million in 2017 499 Source: TRAI Report April 2019, KPMG M&E Report 2019 & BARC Report 2018 Key Facts: Digital Media S. No Internet Subscribers 1 Total Internet Subscribers 604.21 Million 2 Wired Internet Subscribers 21.42 Million 3 Wireless Internet Subscribers 582.79 Million 4 Urban Internet Subscribers 390.91 Million 5 Rural Internet Subscribers 213.30 Million 6 Total Internet Subscribers per 100 population 46.13 7 Urban Internet Subscribers per 100 population 93.86 8 Rural Internet Subscribers per 100 population 23.87 Source: TRAI Report April 2019 TCNA – Findings on TV & Digital Content Mapping India 2019 1 Major Online Platforms S.No Platform Name Parent Company 1 Hotstar Star Network 2 Amazon Prime Video Amazon 3 Netflix Netflix 4 Voot Viacom 18 5 Airtel TV Airtel 6 ZEE5 Zee Entertainment 7 SonyLIV Sony Pictures Networks India 8 Eros Now Eros International 9 ALTBalaji Balaji Telefilms 10 Jio Cinema/Jio TV Reliance Entertainment Digital 11 Hulu TV The Walt Disney Company 12 You Tube Alphabet Inc. /Google Source: CMS Media Lab Compilation Key Factors Influencing the Growth of Digital Consumption Second Growth in Cheapest Growth in Growth in Growth in highest per smartphone users in mobile data average data online Video average capita India to ~340 Mn in in the world usage per content to mobile data consumption 2018 (2015-200 mn). (INR subscriber meet the download of online 11% growth in 18.5/GB) per month to demands speed to 9.93 video in the feature phones (2015- 8.7 GB in from 325 Mbps in world shipments, higher INR313/GB) 2018 (2016- million Nov'18 than smartphones 0.88 GB) viewers as of (Nov'17-8.88 growth in 2018.) FY 19 mbps) Source: KPMG in India analysis, 2019 Growth in Regional Content Libraries of OTT Players Zee5 Sony Hotstar VOOT Alt Amazon Hoichoi Eros Netflix Liv Balaji Prime Video Now Tamil Y Y Y Y Y Y N Y Y Telugu Y Y Y Y Y Y N Y Y Marathi Y Y Y Y Y Y N Y Y Malayalam Y Y Y N Y Y N Y Y Bangla Y Y Y Y Y Y Y Y Y Kannada Y N Y Y N Y N Y Y Bhojpuri Y N N N Y N N N N Gujarati Y Y Y Y Y Y N Y Y TCNA – Findings on TV & Digital Content Mapping India 2019 2 Monthly subscription TV Basic HD pack (INR) OTT subscription (INR) Star TV vs Hotstar 85 30 Zee TV vs Zee5 60 83 Sony TV vs Sony Liv 70 40 Viacom TV vs VOOT 32 0 Total 247 153 Number of movies (approx.) Live TV channels Netflix 3800 NA Amazon Prime 4700 NA Hotstar 2800 32 Sony Liv 1600 26 Zee5 2600 100 Key Originals Launched on Major OTT Platforms in India (FY 19) Amazon Prime Netflix Hotstar ALTBalaji Zee5 Eros Now MX Player Video India Delhi Crime Made in Heaven Roar of Kehne Ko Karenjit Kaur Flip ImMature Sacred Four More Shots the Lion Humsafar Hain Life Sahi Hai 2 Metro Park Hey Prabhu! Games Mirzapur On Air Zaban Sambhal Abhay Operation Aafat Lust stories Comicstaan with AIB ke The Final Call Cobra Love Ok Ghoul Laakhon Mein Ek The Great Rangbaaz Enaaya Please Selection Indian Smoke Day Dysfunctional Family Source: KPMG in India analysis based on secondary research Investments and Planned Launches of Original Content OTT Investments in originals Planned launch of original Platform content Netflix INR6 billion per year At least nine original series and eight original movies in 2019 Amazon Committed INR22.3 billion in 2017, expected 10 original series in 2019 Prime to be allocated over the course of two-three years Hotstar INR1.2 billion on 'Hotstar Specials' Tied up with 15 filmmakers for original content Alt Balaji In FY20, INR 1.50-1.75 billion, with at least 24-30 shows in 2019 75% of going into content creation Zee5 72 originals (12 movies & 60 series) over a period of one year (till Mar' 20) across genres and languages Source: KPMG in India analysis based on secondary research TCNA – Findings on TV & Digital Content Mapping India 2019 3 Genres of Original Content on Major OTT Platforms Comedy 31% Drama 27% Romance 13% Thriller 11% Horror 3% Action 3% Reality shows 3% Crime 3% Sports 2% Docudrama 1% Documentary 1% Talk Shows 1% Source: KPMG in India analysis based on secondary research Originals Released in Regional Languages (FY 19) OTT platform No. of regional Regional languages of Examples language originals originals Netflix 2 Tamil, Marathi Sometimes, Firebrand Amazon Prime 2 Tamil, Telugu Vella Raja, GangStars Alt Balaji 1 Bhojpuri Hero Varrdiwala Zee5 24 Tamil, Telugu, Malayalam, Sigai, Kaali, Liftman, Kalavu, Marathi, Bangla, Punjabi Chitra Vichitram, Khoj Sony LIV 2 Marathi Founders, Full Tight Source: KPMG in India analysis based on secondary research TCNA – Findings on TV & Digital Content Mapping India 2019 4 Part B-Content Creation Process – TV, Digital & Production House Content Creation Process- TV Stages of Content Key Steps Key Decision Maker creation New Content o Production houses approach channel with a CEO/MD & Creative Creation script and pilot episode [10 minutes]. Content Head Final Decision o Content team evaluates the proposal-script& Marketing Head Budget pilot episode. Limit o Marketing team finalizes budget. o Production house makes full pilot episodes. o Pretesting of pilot episodes for market feedback. o Content Head oversees any changes required in the show and content. Ongoing Content o Production house sends script to creative team Creative Head/team Running Process of the channel. approves or asks for changes o Creative team suggests changes or approve it, in the content. shoot begins. o After shoot, Post-production team sends rough cuts to the channel. o Changes are made in the content if required [ sometimes daily]. o The content is sent for telecasting [team fixes technical glitches if any before telecast]. Ongoing Content o Regular tacking of TRP [ by channel and Marketing team [tracks TRP Killing Process production house.] & inform creative team] o If TRP goes down, a review meeting is Marketing team & Creative conducted. team/CEO [takes final call] o If the TRP drops frequently, then content is killed Content Creation Process- Digital Stages of Key Steps Key Decision Maker Content creation New Content o Writer presents the draft of a story idea to the The producer decides story Creation producer/ creative director. ideas & budget. o Shortlisting and finalization of the script. The creative head/VP o After approval, screenplay is written. decides content & team. o An estimated budget is fixed upon approval of the story. o Director and teams are selected. o Different teams are formed for production. Content Running o Daily shot content is reviewed and changes are The creative content team Process flagged. and post- production team o All content shot and banked before online finalizes the changes streaming. required. Ongoing Content Not Applicable Killing Process TCNA – Findings on TV & Digital Content Mapping India 2019 5 Content Creation Process -Production House Stages of Key Steps Key Decision Maker Content creation New Content o A story idea is locked and an extensive research The writer story ideas, Creation is conducted for the same. research. o It is then presented to the producer. The producer finalizes o Once the story is approved, the screenplay story ideas & budget. writing process begins. The screenplay writer o Once the screenplay is approved, the shoot writes screenplay for begins. shoot. Creative director [ content] & Executive Producer [ execution] Content o Post- production department for editing the Executive Producer, Running video and putting together an episode Creative Director and Process o Creative team/ head of channel decides any Creative Head take all change required decisions on set during the shoot.
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