The lifeline option
In times of unprecedented choices in what and how to watch from a variety of sources and devices, branding of linear television channels has acquired critical importance. Otherwise channels’ content would be lost in the ever rising clutter. Since private television’s appearance in Pakistan the nature of content and manner of its presentation have remained unchanged. Amid intensifying race for prominence, the moment to build vivid and unique identities of television channels for various categories of consumers has arrived. As it is the brand, not the channel or the anchorpersons that are going to sell in the longer run, the next frontier for television channels in our country is branding or re-branding.
There is a basic business tenet that a product or service that does not continuously evolve itself in terms of customers’ changing demands loses its clientele. Branding is claimed by world’s eminent television networks as their biggest asset. Like the television industries in the United States, Britain and elsewhere, only those TV channels will be watched widely that succeed in winning consumers’ trust by offering them a differentiated, bespoke and appealing brand proposition.
But the question is whether our television channels attempted to develop distinct on-screen profiles? The answer is both yes and no. The pioneer news channels a few of which have now grown into networks initially tried their hand at cutting out signature a outlook but their specific image diffused once new channels began to ape their forerunners in all manner. In a crazy spree to replicate one another, hardly any channel or network, with the exception of one or two, seems to have made well thought out strategic moves to stand apart from the look-alike lot.
In a battle for rating points the private channels, like the government-run television, came to count heavily on official advertisement revenues, a step that is thought to have impacted unfavorably on their objectivity. But this was one of several reasons that didn’t let the channels be distinct in terms of news alerts, news casting, talk shows and even political satire.
Only those TV channels will be watched widely that succeed in winning consumers’ trust by offering them a differentiated, bespoke and appealing brand proposition.
The consumers’ initial habituation of breaking news and talk shows has gradually given way to surfeit, fatigue and decline of viewership especially in younger generations despite their increasing political consciousness. The news channels didn’t adapt themselves to consumers’ deepening interest in viable solutions rather than issues and in socio-economic problems rather than political ones. The general run of masses do not care about policies, manifestos and what politicians have to tell each other in on-screen encounters. The news channels also didn’t balance the depressing content with neutral or enthusing stuff. This also coincided with the social media phenomenon that took away a chunk of viewership from the traditional television. A Gallup Pakistan survey found that 39 percent people expressed satisfaction with the media performance and only 28 percent were happy with the quality of current affairs talk shows.
As the erratic pattern of official revenues coupled with shrinking commercial revenues started hitting the operational expenditures, a few channels had to resort to layoffs. It is feared that 90% of news channels are running in the red. According to a study, the television growth in Pakistan came down to 10.5% in 2017 from 13% in 2016.
The media customers have been wondering when the television channels would produce programs relevant to contemporary needs and watching trends of Gen Y and millennials. The competition among 27 major news channels as well as with social media has not prompted them to create something different and more saleable. As all channels like clones are broadcasting the same news and analyses with the set of same politicians and experts, the viewers don’t have particular preference except to randomly select a channel. Still surprising is the emergence of new news channels in a highly saturated and depressed media market. The upcoming channels claim to break new grounds but start replicating the templates followed by their predecessors in micro details. A few channels have tended to deviate from the practice but only to a certain degree.
It is understood that chief operating officers of channels are aware of the needs and watching trends of various social and demographic segments. The marketing managers know the extent of competition from digital and social media but they don’t seem to be sharpening up their channels’ image by tailoring content and formats for multiple age groups including up-market audiences. Is it the addictive dependence on government revenues, allied businesses, higher costs of branding, or absence of effective governing mechanisms in the channels that keep them complacent? The reply is the mix of all these factors.
With a weak economy the government appears not much inclined to dish out generous revenues to the channels. No mechanism exists for collecting fees by media organizations directly from consumers who pay to cable operators and internet service providers. The channels will therefore have to rely more on commercial revenues. This would need increased viewership which may not be possible with the content and formats being presented since 2002. A portion of commercial business has found way to digital media. A few channels are keeping their heads above water with allied businesses but this may not be a sustainable option. With budgets not even able to fund day-to-day running costs, most of the channels are not ready to bear branding or re-branding costs despite its benefits in the longer term.
The process of reinventing of channels is also facilitated if the media houses have an effective governing mechanism in order to ensure a never ending pipeline of innovative and great stuff. Such a mechanism can set the strategic direction, establish creative remit, set the budget, and monitor performance in addition to managing overall brand positioning. It can thus steer the channel towards reshaping itself with a team of creative and professional members. The government has announced to establish an independent governing board for Pakistan Television. To what extent this will help re-brand this crises-stricken organization and to what degree private channels will follow this example is for the time to tell.
It goes without saying that a news channel that builds a credible brand will get better advertisements regardless of its TRPs-based profile. It is a continuous process that stems from people’s expectations from channel and keeps the content ever relevant for the existing and incoming viewers. Branding is not just re-packaging or change of logo or marketing slogan but constant value addition in terms of what do the audience want and what can a channel provide in a unique way. For a brand to be successful it should be an authentic reflection of what the channel stands for. The brand must be consistently resolute in its commitment to show what is most important to its target viewers. The biggest dividend branding brings to a current affairs channel is a balanced editorial policy that results in more credibility and stronger loyalty of consumers.
Broadcast television is to stay in the market in foreseeable future owing to its curated content and ease of commercial business. A recent research shows that digital consumers’ daily watch linear television which continues to be ahead of its online rival. The broadcast television therefore has still the worth to build a trusted brand. As the race for survival would gather more heat with more channels jumping into the track, the market in our country with limited capacity will accept those few that become the preferred choice for consumers and advertisers with the help of a distinguished brand. In Pakistan a stock exchange listed entertainment channel has branded itself by establishing its commitment to social issues apart from promoting country’s robust image and screening high quality soaps. The news channels have yet to follow suit.