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There are a couple of points to say that our media buying is moving in the right direction. First, in television, the English news channels as a genre pull in a lot more value than the ratings they get. If you look at the ratio of GRPs to revenues, the share of English news in the advertising pie is higher.
Clearly the genre is pulling more than its weight. You can check the numbers, but it will be 1:3 or 1:4 (as a proportion to the GRPs, the revenues are three or four times higher). The second is that India is a peculiar market. There are so many channels in the news space and the competition is intense. Globally, I am not aware of any market that would have so many channels at a national level.
So the pricing is a question of supply and demand. If there were only three-four channels, it might have been a different matter altogether.
(As told to Prasad Sangameshwaran)
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