Shruti Haasan, Vishal, Varalaxmi Sarathkumar, Prasanna foray into television with exciting new shows

Ever because the actuality present Bigg Boss made inroads into the south market with actors like Kamal Haasan, Junior NTR and Nani making their small display debut in Tamil and Telugu; there was a gentle stream of actors turning into hosts and anchors for tv and digital platforms, particularly within the final two months.

Actors like Shruti Haasan, Rana Daggubati, Prasanna, Vishal, Varalaxmi Sarathkumar and director Karu Palaniappan have forayed into tv and digital segments with an thrilling line-up of exhibits. Modeled on the strains of Bigg Boss, Prasanna is internet hosting a present on Solar Lifetime of Solar TV community known as Soppana Sundari, which has already grabbed the eyeballs of viewers for its glitzy and glamorous content material. The present goals at selecting the right mannequin out of ten fashions, who’re locked inside a home and will probably be put by bodily and mentally demanding duties.

Shruti Haasan and Vishal. Picture by way of Twitter

Whereas Shruti Haasan is internet hosting a chat present known as Whats up Sago on Solar TV, which showcases a light-hearted dialog with outstanding celebrities about their private {and professional} lives, Vishal is headlining a present for a similar channel known as Naam Iruvar, which seeks to uplift the underprivileged individuals by significant conversations and discussions on the strains of Aamir Khan’s speak present Satyamev Jayate. 

One of many fundamental the reason why movie actors enterprise into the small display is the in depth, all-inclusive attain the medium gives due to the widespread co-viewing observe adopted in our households. In keeping with a latest report from Broadcast Viewers Analysis Council (BARC), which represents Broadcasters, Advertisers, and Promoting and Media Companies, 97% of India nonetheless owns single TV of their households together with 77% of huge, prosperous joint households.

“Viewers in South spend greater time on TV than viewers in HSM (Hindi Talking Markets). Whereas the common day by day time spent on tv is sort of 4 hours within the south, it is three hours and thirty minutes in HSM. Opposite to widespread notion, viewership is highest amongst youth (15-30) even within the digital age,” the report learn.

After the launch of SunNxt, Solar TV’s OTT platform, the channel has upped the ante and is firing on all cylinders with various content material catering to every kind of audiences. With the arrival of recent OTTs like VIU, there’s a renewed curiosity amongst viewers for chat exhibits. Actually, Solar TV, which is long-known for producing unique content material for his or her channels, has inked a cross-collaboration with VIU, owned by PCCW Media, for his or her chat present Whats up Sago hosted by Shruti Haasan.

One other report from Broadcast India Survey 2018 means that 197 million TV properties within the nation nonetheless have entry to a single TV. “The typical household dimension of the TV-owning households in India at the moment stands at 4.25 people. Of this, on a mean, 3.46 people per family choose watching TV collectively,” says the survey.

Varalaxmi Sarathkumar’s debate present Unnai Arindhaal on Jaya TV offers about essential points within the society like little one abuse, crimes, and social media dependancy to call just a few. With skilled opinions and provoking personalities from respective domains sharing their smart views with contributors, it has earned a great response from netizens.

In the meantime, Rana Daggubati has efficiently began the second season of his speak present Yaari With Rana on Gemini TV, which can even be later accessible for streaming on VIU, with model new ideas like Reality of Dare and Yaari Meter to check the data of friends. Season 2, which could have 13 episodes, is already doing rather well with high-profile celebrities like Nani, Vijay Deverakonda and Samantha Ruth Prabhu taking part within the present.

In keeping with Ernst & Younger’s report for FICCI, the TV trade grew from Rs 594 billion to Rs 660 billion in 2017, a development of 11.2% (9.8% web of taxes). “Promoting grew to Rs 267 billion whereas distribution grew to Rs 393 billion. Additionally, with the launch of low-cost smartphones by Jio and Airtel within the sub Rs 2,500 vary, consumption by OTT may happen throughout completely different viewers segments. The autumn in broadband costs may result in elevated viewership of TV content material on bigger screens, for extra prosperous clients, second tv connections and nuclear households, who can transfer to OTT platforms for his or her TV consumption.”

EY estimates that by 2020, there can be round Four million individuals who primarily rely upon OTT platforms for his or her content material. The grapevine in Kollywood is abuzz with rumours that Vijay Sethupathi will quickly make his small display debut by an thrilling present, which has been stored beneath wraps for fairly a while now.

Regardless of the arrival of premium OTTs like Netflix and Amazon Prime, which have been providing diversified content material constantly, tv channels are quietly maintaining tempo with their old-school speak and debate present concepts that includes widespread movie stars. There’s an obvious uptick within the total demand for content material throughout numerous segments, and tv channels have well tapped their goal audiences.

EY’s report accredits Jio and Airtel’s launch of low-cost smartphones in 2017 bundled with low-cost information plans and Wifi connectivity as one of many important causes for the deeper penetration of web companies and digital media in rural India. “The launch of Jio in 2016 and subsequent discount of information charges throughout operators have had a big influence on information consumption. As per Ericsson, the common month-to-month information consumption in India per smartphone hit 3.9 GB in September 2017, and is predicted to extend to 18 GB by 2023,” learn the report.

With the gradual synchronisation of tv channels and OTTs, a plethora of content material will probably be available to audiences, who want heterogeneous assortment of exhibits. If Netflix and Amazon Prime foray into the south market with aggressive manufacturing of originals, 2019 will probably be an attention-grabbing battle to be careful for between the tv conglomerates of India and globally widespread OTTs.

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