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Impact of covid-19 on media consumption
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Debarati Sarkar
2:39
Asian college of journalism students, Sumaila and Debarati welcomes everyone to the panel discussion on the impact of Covid-19 On media consumption (part 1)
2:52
2:58
Joining Shibani Gharat in the discussion are- Ashis Ferwani, Ashis Vasin, Vikram Sakooja and Sunil Lulla
3:06
Shibani begins the discussion by asking the first question to Ashis Basin, " April to June is a big quarter for advertising tourism, consumer durables, foods and beverages, fast moving consumer products, a thousands of crore ad spending with ipl being postponed the effect of activations and below the line promotions being canceled is going to be huge on the industry. How should the brands behave in this time? "
3:08
3:20
Ashis says, " At the moment everyone is fighting the battle of survival. The first focus is on safety There are two parts to this. The first part is lock down era. The distribution and production is shut in many categories. The interesting will be the come back. The whole consumption has come to zero be liquidity which is the grease that keeps the economy moving and that's why advertising benefits has gone to zero at this point of time. Fortunately April to June is not traditionally the most active quarters. The most active quarters are the festive season. As an industry we have to gear up the fact that we will not see more than a single digit growth for the whole year".
3:31
Shibani asks Vikram about his revised figure.
3:32
3:33
Has COVID-19 affected our lives?
Yes (0% | 0 votes)
 
No (0% | 0 votes)
 
Total Votes: 0
3:35
He concurs with Ashis. They had thought that the growth would be six percent on the tradition side and thirty percent on digital. But now he sees the traditional media going negative. " I see digital media coming down. Overall we will be lucky to be flat or marginall down"
3:52
Talking about budget allocation going hayware and the strategies the brands need to follow. Vikram thinks that most of the brands are going to do zero budgeting now. "The disruptions are coming from the demand side and supply side or cash low perspective. Anything to do with retain has come to a grinning halt". He continues by saying that even the online e-commerce business has been effected due to the lock down. Supply side of issues have come in due to the deliveries being stopped. There are also companies which are running out of cash. "All of these makes a serious headwinds for people to advertise.". He doesn't expect a V-shaped recovery but it will limp back. He thinks " Marketers will do zero based budgeting".
3:53
Do you think the marketers are going to do zero based budgeting and are going to start from scratch?
Yes (0% | 0 votes)
 
No (0% | 0 votes)
 
Total Votes: 0
3:57
Coming back to television. Did the viewership increase or is the existing users watching TV?
4:00
Sunita  viewing that there has been a surge of people watching TV. In 2019 many people watched TV 5 to 6 days a week which has gone up to 7 days and more
4:02
Kids and men spend more time on tv,the house hold remains glued over there. Sunil thinks the viewers will increase again in the coming week.
4:03
4:10
Talking about the spike in digital consumption, especially of the business news and how brands can hold on to this, Vikram retorts, " consumers being at home taking to TV as one and online as another. Ott is on the rise and also the social media is on the rise".
4:13
The reporter asks the final question. "How much will it take for the media industry to recover?"
4:17
The discussion ends by Ashish Pherwani saying that advertising industry at best will remain flat through out the year. The subscription model will remain strong as it is growing at a random pace.
4:18
Shibani Gharat thanks the panel hoping that everything will get better soon.
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