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India’s media owners have benefited from the recent election spending spree and news channels (and their digital platforms) got another boost as viewership and engagement surged on counting day and brands took advantage.“We are excited to share that Asianetnews.com logged 32 million viewers on the counting day and experienced a 137% growth in direct traffic,” Shridhar Mishra, VP, Digital Sales, Asianet News & Entertainment, told Exchange4Media.
“We also witnessed a 200% growth in our video views; mobile app engagement witnessed stupendous growth of 929%. We got 500% growth on our revenue on the Election Counting Day itself,” he added.
BARC data has shown that viewership in both the Hindi and English News genres grew by more than 100% in the week after the end of the seven-phase Lok Sabha elections, driven by a massive peak on counting day (May 23).
“Almost all TV channels also relied heavily on their digital platforms to boost eyeballs,” noted India Legal. “They added a micro view of the elections with real-time data.”
With its focus on regional languages, Asianetnews.com claims to be the largest vernacular news platform (minus Hindi & English) on comScore. “Our Malayalam Digital Live TV alone gets over 350 million minutes of watch time per month,” said Mishra. “We have more than 25 million unique active visitors and more than 330 million page views on a monthly basis.”
He added that female audiences are a big untapped space in the vernacular market which Asianet News is focusing on.
The elections were the most expensive ever, as political parties invested in every available channel in search of voter support.
Spending totalled almost Rs 600bn (US$8.7bn) – or twice that in the 2014 election – according to figures from the Centre for Media Studies in New Delhi.
Sourced from Exchange4Media, India Legal, MxM India; additional content by WARC staff
Indian streaming platform ZEE5 has added three regional news channels to its current affairs content offer, for Malayalam, Kannada and Tamil language viewers.
Asianet, Survarna News and Polimer News will now be live streamed, marking the first time news in the Malayalam and Kannada languages has been represented on the over-the-top (OTT) platform.
Asianet News Network is one of the leading news networks in South India, and Asianet News and Suvarna News are among the most popular in the states of Kerala and Karnataka respectively, said ZEE5. Chennai-based Polimer News was launched by Kalyana Sundaram and now provides news and entertainment to the whole state of Tamil Nadu.
“While we have some of the biggest names in national news broadcast on our platform, we are now thrilled to welcome Asianet News and Suvarna News into our portfolio. Consumers will now be able to catch up on their day’s dose of entertainment and news at a single click – web series, movies, music, news in their favourite language,” said ZEE5 India programming head Aparna Acharekar.
“Through this association, we have further showcased our commitment to fortify ZEE5’s position as one of the preferred regional OTT platforms in the country today.”
Asianet News Group CEO Abhinav Khare said: “Digital is one of the fastest evolving platforms in the news industry today. The alliance plays to both partners’ individual strength in which the viewer emerges the winner.
'With growing number of people who prefer one-touch solutions to avail information on trends and developments it will give both of us an opportunity to widen our reach among the audience. ZEE5 is, today, one of the top regional content producers in the OTT space, and hence collaborating with them seemed a natural next step.”
Asianet News Network is one of the leading news networks in South India, and Asianet News and Suvarna News are among the most popular in the states of Kerala and Karnataka respectively, said ZEE5. Chennai-based Polimer News was launched by Kalyana Sundaram and now provides news and entertainment to the whole state of Tamil Nadu.
“While we have some of the biggest names in national news broadcast on our platform, we are now thrilled to welcome Asianet News and Suvarna News into our portfolio. Consumers will now be able to catch up on their day’s dose of entertainment and news at a single click – web series, movies, music, news in their favourite language,” said ZEE5 India programming head Aparna Acharekar.
“Through this association, we have further showcased our commitment to fortify ZEE5’s position as one of the preferred regional OTT platforms in the country today.”
Asianet News Group CEO Abhinav Khare said: “Digital is one of the fastest evolving platforms in the news industry today. The alliance plays to both partners’ individual strength in which the viewer emerges the winner.
'With growing number of people who prefer one-touch solutions to avail information on trends and developments it will give both of us an opportunity to widen our reach among the audience. ZEE5 is, today, one of the top regional content producers in the OTT space, and hence collaborating with them seemed a natural next step.”