e4m News Next 2020: Our Network has grown about 300% post-COVID: Avinash Pandey

News viewership in the last 40 days has gone up by 40% and is doing commendably well. In our e4m Webinar series, news television veterinarian Avinash Pandey, CEO, ABP News Network, shares insights on Building Brand Connect through News Channels During the Times of Crisis along with Dr Annurag Batra, Chairman & Editor in Chief, exchange4media, and BW Businessworld.

Starting off the webinar, Pandey, stated, "More news consumption happens when you raise a family. Because that is the time people get worried about supplies, their job, investments, social security and children’s education, etc. COVID is such a time that everyone is concerned as to what is going on right now in the environment. The authentic source of the news is not the numerous forwards that come on WhatsApp but it is the authentic source from news television channels. Because reportage is done by award-winning reporters. We have graphics that explain what is going on and it is a reassurance that helps in believing in a better future. That obvious curiosity has led people to watch News Television. Our Network has grown about 300% from pre to post- COVID. We are seeing more than a 200% trend continuing even now. It is a reason of uncertainty that has led to high viewership.”

Talking about news advertising in the coming days, Pandey shared, “News is such a business where when the viewership is high, either there are no ads or not many advertisers. For instance, when 9/11 happened for 7 hours there were hardly any ads on television. When 26/11 happened for 4-5 days there were hardly any ads on television but the viewership was at its highest. During the COVID times, it is very difficult to assume that when all economic activities have stopped consumption will be happening. Finally, Advertising is for consumption. Despite such high viewership, there are not many advertisers who choose right now to advertise. Having said that some advertisers feel that advertising is not only for today but to build an audience that is going to consume your product much later than what is happening right now. Hence people invest in brands and communication in a difficult time. Those who do it come out stronger when they see the other end. That is why a lot of advertisers are still advertising despite the fact that a lot of factories and shops are not opened.”

He added, “But advertising has gone down. There are a few advertisers and many news channels negotiating a bargain in the market place. Hence the rates have not gone up the way we expect it to be. For the News channel, the cost of our business has gone up because of various factors and to make sure our employees are much safer.” "The pre and post-COVID way of doing business will be very different. The basic way of interaction has changed. You cannot have a permanent solution that this is what I'm going to be doing 3 months from now", commented Pandey on the new world post- COVID 19 lockdown.

The depth of the local newspaper is the biggest dent. “Advertisers are not looking at good journalism but more at eyeballs. Over a period of time, we'll see a sharpening of the ecosystem where fewer players will exist but the manufacturing of content would be of high value", shared Pandey.

Pandey, commenting on his prediction as to when the countries economy will bounce back remarked, “As per the average growth of any country, you get 5-7% growth every year. With the lockdown, the economy is going to decline. But India has a lot of inward consumption so the economy should bounce back by September. We are likely to bounce back faster than many Asian and Western countries. As an organization, we are committed to our investments and continue with the business plan. So that's the first thing we'd like to focus on post-COVID.”

On a parting note, Pandey said, "Even with the existing business plans, there will be a massive change in executing them. Distancing is key right now. All good strategies work if you know as you move in, what changes will be coming."