Indian Television Industry and Social Media

Television is one of the major components of the Indian Entertainment Industry and caters to mass with thousands of programs in every state of India. Every month we see some or the other program that starts and ends after 5-6 years. The small screen has produced numerous celebrities of their own kind, some even attaining national fame. TV soaps are extremely popular with housewives as well as working women. Approximately half of the Indian households own a television.

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If we go back into time and recall the advertisement of Kaun Banega Crorepati “9 baj gaye kyaa?“!! This was the enthusiasm that people had and still have it for television. Ask the ladies (even the men who never accept that they watch daily soaps) the intensity of emotional connect they have with the TV series characters. Just to revisit the connection, remember when “Mihir” (lead character of Kyunki Saas Bhi Kabhi Bahu thi) was murdered in the 8 year long TV Series, ladies went on kitchen strikes and what not to get Mihir back in the TV series. Now, if the presence of social media would have been there as powerful as today then we can simply imagine what a revolution it would have been for the Indian Television Industry.

TV dominates the Media & Entertainment landscape as the preferred choice of entertainment and not only entertainment but even as the source of information for majority and the strongest influencer for many with the advertisements that this medium carries. India has the third largest television market, in terms of number of viewers after China and US. All this has kept the Indian Entertainment channels on their toes.

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When “Colors” was born in 2009 it disturbed the positions of Star, Sony & Zee with content that was different and new to viewers. Increased number of channels are driving growth and content production costs as the TV majorly earns from the advertisements and subscriptions. This stiff competition is making channels to move to a promotional platform, which can give them an edge over their competitors.

Social Media is an important ingredient for every successful dish of brands these days. Indian Entertainment channels are brands which again make us remember the old thought ‘Customer is the King’ as in whatever it is if the end user likes it then the job for a brand is almost done. Let me explain you this, taking example of the SAB TV series F.I.R, which has always been popular because of the lead Kavita Kaushik aka Chandramukhi Chautala. Now, Kavita was replaced by Chitrashi Rawat of Chak De! India. The show took a 20-year leap and Chitrashi played Jwalamukhi Chautala, daughter of Chandramukhi Chautala but the charisma & bond that audience found with Kavita Kaushik was missing and so, Chandramukhi came back to the popular show due to the feedback of Sab Tv followers.

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This supports the fact and everyone agrees, that a survey or research should be conducted by the brands, so as to know what their end users feel. Social Media helps the brands in getting this feedback in a big way. The end users remain connected every now and then with the 24×7 presence of their favourite Entertainment channels on social media and in a way it complements the Indian Entertainment channels as they look at social media as a new important form of engaging fans by showing more stars & celebrities on social media as fans feel special by connecting with celebrities, contests for fans, entire campaign highlights of the Entertainment channel on social media.

The thirst to know more about their favourite shows is quenched on these Facebook pages. Sony Entertainment channel constantly updates pictures and teasers of upcoming shows & episodes. When looking at a channel’s Facebook presence, fan driven pages cannot be left in isolation. A lot of action takes place through these fan pages. Sony’s popular fiction show Bade Acche Lagte Hai has 0.25 million fans with 40,000 being almost always active.

Twitter, being an indispensable aspect of social media, cannot be left out. Star and Colors beat Sony on this platform, which makes Sony Tv buzzing with tweets and re-tweets every couple of hours reaching 7,500 followers for Sony and SAB follows with approximate 4,500 followers.

Twitter and Facebook are just the starters, YouTube being the most important social medium for Entertainment channels as number of videos and subscriptions increase day in and day out. Every Entertainment channel wants to win this race of luring modern day audience through social media.

Stay Connected to Stay at the Top!

 

A social media and web tech enthusiast. I keep myself busy with building social media strategies, tactics, exploring new platforms and sharing the best of my knowledge online. I like to play basketball and football.

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