The IPL is sold at a premium only because it not only has demand in the market but also brands are willing to pay that price premium to get a share of the pie Image: Punit Paranjpe/AFP & Shutterstock
Mohit Joshi starts with a long shot. The first requirement for any TV channel, underlines the chief executive officer (CEO) of Havas Media Group India, is to ensure sufficient distribution and coverage so as to secure maximum exposure to the potential audience base. “Reach is the number of people who watch a particular channel within a specified period of time,” he explains. Joshi now zooms in to take a close shot. “What drives ratings today is engagement,” says the CEO. The quality of audience and the audience experience with content on the platform are crucial.
What makes the picture complete, though, is a montage of frames. Today, audiences are exposed to a plethora of content that is easily accessible across multiple platforms. “Therefore, one has to not only ensure the right reach and distribution but also the right content,” reckons Joshi. After all, this is what makes viewers spend more time on the platform. “So, the more time audiences spend watching a channel or a programme, the higher its ratings will be,” he contends.