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Yubaraj Bhattacharya: High quality regional content to weave success story for regional TV

By afaqs! news bureau , afaqs!, New Delhi and Mumbai | In Media | February 10, 2011

In 2011, regional TV will stop being the poor cousin of 'National TV'.

The former will compete - and even dominate - with the latter, offering a viable choice to viewers and advertisers. The success of regional TV will be led by high quality content in regional languages. It will also spur investment in content production, infrastructure and create new avenues of growth. Regional TV and regional films go hand in hand. And the success of one will fuel the success of the other.

The content production and distribution industry will get a boost and become a robust economy. It's a chain reaction - investments and returns will change the dynamics of a market. Essentially, the economies and the dynamics of regional content (as we have seen in the four southern states) will make their mark in the northern region as well. All of it may not happen in 2011 but one or two regions are ready for a shake up, after Bengal.

TV distribution is a deterrent to the growth of the broadcasting industry. Similarly, lack of infrastructure slows down the growth of the regional markets. Another critical aspect is the 'valuation of reach' in the regional markets. Each of these markets must readjust to an equitable cost per reach and create parity between TV and print. This will unlock the true value of regional content.

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