November 2015 – Avinash Pandey-Chief Operating Officer (COO) ABP News & Chief Revenue Officer, MCCS Network

With the growth of internet, online news channels, or Web TV is gaining popularity now. Now we are entering a phase where every city of India has internet and efforts are on to extend the Internet in the rural areas of India. In the cities, practically everyone has a mobile with Internet connection, even though Smartphone is still expensive and not everyone can afford it. But in the cities it’s quite easy to have an internet access. And Web TV is usually free. There are some channels that are paid. But there is a lot of TV on the web that is free. Seeing this popularity of the Internet, it is prudent for every news channel to have an online presence and if possible, a Web TV portal. This enables the viewers to watch the programmes at their convenience. They can also live stream programmes with fast internet connection. But live streaming is still not very efficient because of slow Internet connections in many places. Still, it is time to recognize the fact that web TV is here to stay. And the more the T Channels use it, the better it is for them.

As my experience in the Star News and now in my experience as the COO of ABP News, I feel that with the growing popularity of TV News channels, we will be adding to our viewership if we extend our News programmes to web TV portals. Some of the major TV Channels are already having web TV portals and they are reaping good harvest from it, even though it’s quite expensive to run a web TV portal yet. But with time, web TV will become much cheaper and then it will be the next generation of TV News programmes’ popularity in our society.

As a person who has a long experience in Star News and as COO of ABP News, I can say that we should not ignore web TV technology in our times. We should keep in mind here that even today, not everyone has access to the Internet and even if they do, they don’t have regular access to electric supply. But the TV has still a far and wide reach and it has an audience that is not decreasing, but growing. But at the same time, web TV portals are becoming popular at least in the cities. Hence, we should look upon web TV portals as complimentary to TV News Channels. It is an important component of TV news and can add to our viewership more. Because of this, while we should still focus on making our TV News channels better in quality, we should simultaneously also work with web TV technology.

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For a person in the marketing job or for a company or organisation doing marketing for itself, it is very important to understand some major marketing skills. Refining these skills can lead them to grow their business and not understanding these basics can have adverse effects on them. During my extensive marketing experience in Star News and now as COO of ABP News, I have seen that these skills are the most essential and it is important to understand them. Try the following and see if they work –

The essential marketing rule is that 80% of our profits come from 20% of our clients. We need to understand which 20% customers are giving us the maximum profit and we need to focus on them. For TV News channels, we need to see which section of our viewers are watching the maximum of our News programmes. During my experience with Star News and now with ABP News, I notice that maximum of our viewers stick to the same kind of programes. In order to maximise the profit we need to focus on these viewers and see what they like in a news presentation. Here, it is important to understand that 80% and 20% are only approximations and actual % may vary, but this is the general idea, that maximum profits come from a small number of clients and we need to identify them.

Another good strategy is to create segments of our clients by age, geographical location, profession, economic group and so on. In case of TV Programmes, I would say that some programmes tailored for some viewers are the most successful, if these viewers are the ones who give the maximum profit to the TV News channel.

Another basic marketing skill lies in shaping the product in such a way that our product stands out against other similar products in the market. Instead of getting drowned in a sea of similar products, our products should have an identifying feature. This is where branding and marketing skills are most reflected. In case of TV news Channel, this means that in a sea of 24×7 news going on hundreds of channels, we have to make our news presentation different from the rest. It could be a different way of reading the news, focusing on different topics, inserting opinions from prominent experts, or anything else. But our news programme should have a personality of its own.

Social media marketing is a very useful marketing medium if understood how to use it. First, it should not be used as an advertising platform. Rather, visitors should be engaged into a conversation, friendship should be developed with them, main features of our products should be regularly discussed intelligently and we should reciprocate our visitors’ interest by visiting their pages and commenting and liking their posts. Social media should be used as social media and not in an impersonal manner.

Following these essential marketing rules can enhance one’s marketing skills. These rules can be modified according to the product and more rules can be added to the list. But trying these rules is a good idea to see if they work. I can say in my experience with Star News and ABP news that they have worked for me.

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Avinash Pandey-Chief Operating Officer (COO) ABP News & Chief Revenue Officer, MCCS Network

COO ABP Star News

Month: November 2015

Avinash Pandey COO ABP Star News-Online News Channels By Avinash Pandey

Important Marketing Skills By Avinash Pandey COO ABP Star News