Light-hearted Buzzfeed considers serving serious stories to Indian readers

But the internet media company plans to gain initial traction with stories about Bollywood, cricket and politics, while adhering to its strict policy of 'no click baits', says Scott Lamb, VP- International

e4m by Abhinn Shreshtha
Published: Sep 30, 2014 12:50 PM  | 7 min read
Light-hearted Buzzfeed considers serving serious stories to Indian readers

Buzzfeed’s amazing growth story has now reached Asia, with the internet media company launching its operations in India this year. Even as journalism and content creation have been undergoing a paradigm shift with the advent of the social web, Buzzfeed has been working to integrate serious, long-form journalism with its penchant for funny and entertaining posts. Accompanied by India editor Rega Jha, Scott Lamb, VP (International) of Buzzfeed spoke to us on internet content, social media and why he feels display advertising is a broken model. Excerpts.

India is the first country in Asia where you have set up operations. Why choose India?

Scott Lamb: We already had Rega Jha (Buzzfeed India editor) working for us for a long time, which was very fortunate for us. Beyond this, if you want to build a media company with distribution channels of Facebook, Twitter, WhatsApp and others, then India is a brilliant country. Social media usage here is high. We knew that the Buzzfeed model could work here because the infrastructure of the social web existed here already. Additionally, we do not approach our expansion from a business school/ MBA sort of philosophy where we crunch numbers and see where we can get the most business. We look at where we can do the most interesting stories; work that will be interesting to people in those countries as well as globally. We are building a global media company and not individual silos. Looking at the global cultural capitals, Mumbai is definitely close to the top of list.

What were the challenges in creating uniquely Indian content on Buzzfeed?
Rega Jha:
One of the unique challenges and joys is that internet in India is so permeable and so open. There is a strong internet culture in the country. At the same time, in terms of pop culture, we had a lot of imports while growing up like Backstreet Boys, Britney Spears and others. That still stands true today too when it comes to American or British pop culture. We see even more success if we tweak the content from an Indian perspective. A few weeks ago we had done a post on how successful Friends would have been if it were based in India, which became really popular because it taps into both sensibilities.  So we will keep trying to hit that sweet spot. Simultaneously, the mantra that you are given while creating content in India is Bollywood, Cricket and Politics since these are the most viral concepts and this is true to an extent. But at the same time, sticking to that mantra too closely does a lot of disservice to other topics and we want to be clued into those, whether it is LGBT rights, sexual harassment, etc. We want to be at the forefront of those conversations as well.

Buzzfeed is known for its light-hearted content but you have been trying to show that you are also capable of serious journalism. How is this transition progressing?

Scott Lamb: In the US, the transition has already taken place. If you see cable news, you will have Buzzfeed editors all the time talking about politics and other topics all the times. In the US we are taken very seriously as a news organisation. When we ventured into news two years ago, there was scepticism but we hired Ben Smith, our editor-in-chief, who had the right sensibility, in terms of being a great journalist but also believing strongly in the power of the web. We were at first worried that even our readers would not react well. For example, the first vertical that we launched was politics, but we found that no one cared. If people were able to follow the 2012 elections on Buzzfeed they were happy, because it meant they had to go to one less website to get that information.

I think in the international sphere we are still known for the light-hearted stuff, which is because we have only recently started with our international posts. In India, down the road we definitely want to do serious news coverage and incorporate all the features that we see in the US. But initially we want to focus on growing the audience and understand the dynamics of the social web. And we think the best way to do that is to focus on the light-hearted content.

The trick, many digital content creators believe, is to have catchy headlines even at the risk of them being misleading. Does it necessarily have to be this way?

Scott Lamb: I think it is a total mistake to think that internet content can only work if there are misleading headlines. We have a very strong ‘No click bait’ strategy on Buzzfeed for the simple reason that is a really bad long-term strategy. If people are going to consistently click on your article and find something other than what they were expecting, they are going to start hating your website. Actually, when you look at Buzzfeed headlines, they are almost childishly descriptive and you know exactly what you are getting into. We do not create these headlines for click bait, but because we do not want to trick the reader.

News or content organisations that follow this strategy will not do so for long. For example, Upworthy was famous for descriptions like “You won’t believe what happened next.” but even they have had a change of heart and gone from click bait headlines to giving readers more information.

What would be your advice to content creators in India?

Scott Lamb: I think the most important thing I can say is that don’t get distracted with strategy or how many posts a day you should put up on Facebook or the length of a tweet. You have to focus entirely on people and creating things that have a real impact on them; that grab them emotionally, make them laugh or surprise them. This is the only way to succeed in this arena. I think, unfortunately, people get very distracted by all the other noise that goes along with social media.  Social media is all about people sharing things. It is very, very basic and most of us understand it much better than we think we do. So, just remembering that and focussing on it will create better results.

How do you work with advertisers and are we going to see that facet of Buzzfeed in India too?

Scott Lamb: In India, right now it is just an editorial operation. In the US we have a separate creative team that works with advertisers to create posts and videos. We have a sales team that goes out to drum up business. We know how to make shareable content and we also have a distribution platform that allows us to do it.

So, when can we expect this model in India?

Scott Lamb: Not immediately. We don’t have a timeline for when that might happen. Because we have not done a lot of international expansion, we do not have rigorous system for how it will work. It will depend on how quickly and how much our team here can increase traction so that we are seen as an Indian media company and not just an imported American one.

Do you see Buzzfeed emerging as a viable alternative to Facebook and Twitter?

Scott Lamb: Absolutely. We already are in the US. What we provide advertisers that Facebook and Twitter don’t is our creative team. Facebook and Twitter are great platforms but they are just platforms. We are obviously nowhere as big platforms as they are, but we do provide the creative side of the equation too.

Buzzfeed does a lot of native advertising. Do you see this changing in the long run?

Scott Lamb: I don’t see that ever changing. Display advertising is a sort of broken model. CTRs are really low; CPMs are very low; it is not a good solution for advertisers or publishers and readers don’t like them. They are flashy and annoying. Rather than adopting that, I see more and more people going in Buzzfeed’s direction and saying let’s create more relevant content.

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HT Media posts Consolidated Total Revenue of Rs 580 crore in Q2

Chairperson and Editorial Director Shobhana Bhartia says due to lower commodity prices and control on costs there has been an improvement in operating profit

e4m by exchange4media Staff
Published: Nov 5, 2019 7:28 AM  | 1 min read
HT Media

HT Media has posted a Consolidated Total Revenue for Q2, 2020 at Rs 580 crore.

As per a statement released by the company, EBITDA for Q2’20 increased by 139%, and margins at 14% vis-à-vis 6% in previous year. This has been driven by softening of newsprint prices and continued focus on cost.

The Net Cash position at a consolidated level continues to be strong.

The Print ad revenue has declined due to sluggish volumes, even as yields have improved. National advertising continues to be soft, although local advertising witnessed growth.

Savings in raw material costs have driven improvement in EBITDA margins.

Chairperson and Editorial Director Shobhana Bhartia said, “Slowing economic growth has hit advertising spends in key categories, putting pressure on revenues across the media industry. As a result, our Print and Radio (on like to like basis) businesses saw revenues dip as compared to a year-ago. However, thanks to lower commodity prices and a tight control on costs, we saw an improvement in our operating profit. On the digital front, Shine, our online recruitment portal has shown good progress and continues to grow. Our outlook for the coming quarter remains cautious, given overall economic sentiment and macroeconomic trends. Cost-control and falling commodity prices should help protect our margins.”

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ABP Group posts Rs 15.70 crore as net profit in Q1 FY20

The group’s total operating income stands at Rs 365.55 crore

e4m by exchange4media Staff
Published: Nov 4, 2019 5:41 PM  | 1 min read
ABP

ABP Group has posted a net profit of Rs 15.70 crore in the first quarter of FY20, as per media reports.

The group’s total operating income stands at Rs 365.55 crore.

It’s net profit for the fiscal ended March 31, 2019, was down 68% to Rs 31.90 crore compared to the previous fiscal.

The Profit Before Interest Lease Depreciation and Tax (PBILDT) has also dropped 53.52% to Rs 107.12 crore.

The group has six news channels - ABP News (Hindi), ABP Ananda (Bengali) ABP Majha (Marathi) and ABP Asmita (Gujarati), ABP Sanjha (Punjabi) and ABP Ganga (Hindi).

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Zee Media posts consolidated revenue of Rs 137.03 crore for Q2 FY20

ZMCL has recorded 4.4% growth in operating revenue for first half of FY20

e4m by exchange4media Staff
Published: Oct 24, 2019 9:19 AM  | 1 min read
ZMCL

Zee Media Corporation Ltd (ZMCL) has posted a 4.4 per cent growth in operating revenue to Rs 337.6 crore in the first half of FY20, as per media reports.

It has reported a consolidated revenue of Rs 137.03 crore for Q2 FY20.

In a statement, ZMCL has said: “During the quarter, the network expanded its footprint s into Southern India through the launch of Zee Hindustan in Tamil and Telugu languages. This is intended to make the network's content accessible to wider audience.”

The operating expenditure in Q2FY20 has dropped by 21.7 per cent.

The statement further said: “EBITDA for HlFY20 improved by 34.1 per cent to Rs 1,029 million from Rs 767.5 million EBITDA for H1FY19, while the same declined by 9.4 per cent to Rs 370.2 million from Rs 408.7 million for the corresponding period last financial year. EBITDA Margin grew from 23.7 per cent in H1FY19 to 30.5 per cent in HlFY20, while growing from 24.2 per cent in Q2FY19 to 27 per cent in Q2FY20.”

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No slowdown here: In-cinema ad rates up by at least 50% for 3 big Diwali releases

Housefull 4, Made In China and Saand Ki Aankh ready to hit the silver screen this week, with the hopes of giving brands the eyeballs they look for in theatres

e4m by Moumita Bhattacharjee
Published: Oct 24, 2019 8:41 AM  | 4 min read
DiwaliFilms

It’s that time of the year again when theatres gear up to pocket maximum gains. Diwali is here and there are three films ready to hit the silver screen this week--Housefull 4, Made In China and Saand Ki Aankh. The festive period brings much joy to exhibitors, distributors and theatre owners because it ensures footfalls, giving brands the eyeballs they look for. In fact, industry experts don’t feel that economic slowdown this year has impacted in-cinema advertising. While they are concerned about three movies clashing during Diwali, they predict 50-100 per cent rise in ad rates during this period. 

Advertising moolah

Mohan Umrotkar, CEO, Carnival Cinemas, is expecting 60-70 per cent surge in advertisement topline compared to last year. “Going by the buzz and advance booking for these three releases, market is bullish. Advertisers have blocked most of the advt-slots during the festival period. Housefull 4, Made In China and Saand Ki Aankh all combined together should generate around Rs 350 crore topline at the box office during the festival week. We are expecting 60-70 per cent surge in the advertisement topline from last year. Also, this year we have added around 14 per cent new advertisers, and 4 per cent of them are first-time cinema advertisers,” he says.

But according to Siddharth Bhardwaj, Chief Marketing Officer - Head of Enterprise Sales, UFO Moviez, things have changed a lot in the last couple of years. “Since some films have not really lived up to their expectation, advertisers are spreading the spends all through the year. They are picking up far more number of titles in the year rather than focusing only on Diwali or Eid.”

“It is good for the industry because you can monetise the inventories beyond just big weeks. A lot of content- driven films have come up which has given us the opportunity to monetise more markets. It has put lesser pressure on Diwali. Most of the cinemas are sold out for Diwali. It becomes difficult to accommodate everything,” Bharadwaj opines. He also reveals that for this week, the inventories are already full.

Diwali ad rates

Experts reveal that ad rates differ from property to property and depends on location as well. But Diwali surely sees a massive hike in rates. This year, theatre owners are expecting 100 per cent rise in ad rates. While Umrotkar revealed that for Diwali, they are charging 100 per cent higher than the regular card rates, Girish Johar, trade analyst and film producer, shared that even the rates for putting up kiosks of brands go up during festivals like Diwali.

“It’s based on property. On a ballpark, ad rates double up. So if you are putting up a kiosk, they charge say Rs 50,000-25,000 for a month. During Diwali, they charge almost double because of the kind of footfalls theatres witness,” Johar revealed.

Economic slowdown? Not for Cinema!

This year, brands have been pulling back their spends on other mediums due to economic slowdown, but cinema seems unaffected. Calling entertainment business recession-proof, Johar explains, “If you see the other side, box office is up by 15-20 per cent. Yes, it is a bit subdued because the brands are in a wait-and- watch scenario. They are increasing their focus around consumption rather than awareness.”

Bharadwaj too seconded it by saying, “These are challenging times but our medium is very efficient. If you see economy has slowed down, but the cinema has grown instead.”

Clash cover

Three movies are clashing this Diwali which means shared screens and box office gains.

“It’s never good for us when two or more big-ticket films release together. If they would have come on different dates, there are chances that more advertisers will take advt. inventory in those weeks separately instead of that one particular week,” shares Umrotkar.

 

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INOX Leisure Ltd sees 42% growth in total revenue

Profit After Tax up 327% to Rs 51 crore

e4m by exchange4media Staff
Published: Oct 23, 2019 6:06 PM  | 1 min read
INOX

INOX Leisure Ltd (INOX) has reported financials for the second quarter ending September 2019.

Its total revenue has risen to Rs 524 crore with a 42% growth from Rs 369 crore in the corresponding quarter in FY19. Its EBITDA has more than doubled to Rs 107 crore with a 121% growth, while the PAT stood at an impressive Rs 51 crore, up 327% from previous year’s second quarter.

Siddharth Jain, Director, INOX Group, said: “At INOX, setting new benchmarks is now a routine, thanks to our consistently sharp focus on luxury, service and technology and our uncompromised desire to offer our patrons, nothing but the latest and the best! We are delighted with our remarkable consistency on all parameters, and we are sure about maintaining the momentum and focus on innovativeness. Content once again proved that why we term it as the ‘hero’. Thanks to the creators of such spellbinding movies, which keep inviting our guests to our properties, and allowing us to pamper them with our signature hospitality. With the launch of Megaplex, we are delighted to further our endeavor of developing experience-driven cinema destinations of global standards, and we will continue to do so. On behalf of Team INOX, I assure all our stakeholders that we will continue to break barriers and exceed all expectations.”

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Hathway Cable & Datacom reports 100% subscription collection efficiency in Q2

The broadband subscriber base has increased from the previous quarter’s 840,000 to 860,000

e4m by exchange4media Staff
Published: Oct 18, 2019 11:17 AM  | 1 min read
Hathway

Hathway Cable and Datacom has reported subscription collection efficiency at 100%, and the broadband subscriber base has increased from previous quarter’s 840,000 to 860,000 in quarter ending September, as per media reports.

It has narrowed its consolidated net loss by 74% and the operating EBITDA has been reported 15% up to Rs 107.5 crore compared to Rs 93.1 crore a quarter ago.

The total income has dropped 2%, while the expenditure is down 6%.

In the financial results, the company has said the FTTH markets are leading growth in customer acquisition.

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ZEEL posts 7.4% YoY growth in total revenue for Q2 FY20

ZEEL's domestic advertising revenue has grown 1.4% YoY in Q2FY20

e4m by exchange4media Staff
Published: Oct 18, 2019 7:51 AM  | 2 min read
ZEEL

Zee Entertainment Enterprises Limited (ZEEL) has reported a consolidated revenue of Rs 2,122 crore for the second quarter of FY20, recording a growth of 7.4% on YoY basis.

The Earnings Before Interest, Tax, Depreciation and Amortization (EBITDA) was recorded as Rs 692.9 crore with an EBITDA margin of 32.7%. PAT for the quarter was Rs 413.2 crore. The Profit After Tax (PAT) for the quarter was Rs 413.2 million, with a growth of 6.9% YoY.

During the second quarter, ZEEL’s consolidated advertising revenue grew by 1.2% YoY to Rs 1,224.7 crore. The domestic advertising revenues grew by 1.4% YoY to Rs 1169 crore.

ZEEL has posted 26.8% YoY growth in Q2FY20 domestic subscription revenue. ZEEL’s consolidated subscription revenue grew by 19.0% to Rs 723.5 crore during the quarter.

ZEEL’s total expenditure in Q2FY20 stood at Rs 1429.1 crore, higher by 9.9% YoY compared to Q2FY19.

While ZEE5 recorded a peak DAU (Daily Active User) base of 8.9 million in September 2019, ZEE5 users watched an average of 120 minutes of content on the platform in the same month.
During Q2 FY20, the television network had an all-India viewership share of 18.4%.

During the quarter, ZEEL’s international business revenue was Rs 208.2 crore. The advertising and subscription revenues for international business declined by 4.0% YoY and 21.5% YoY, respectively.

Zee Music Company has registered 7.1 billion views on YouTube in Q2.

Punit Goenka, Managing Director and CEO, ZEEL, said, “I am pleased with the performance we have exhibited during the quarter. Our entertainment portfolio continues to grow from strength to strength across all formats and maintained its leading position. Our television network has emerged stronger post the implementation of tariff order on the back of a strong customer connect and brand pull of its channels. ZEE5 continued to gain traction across audience segments and markets, driven by its compelling content library and expanding list of partnerships across the digital eco-system. This strong operating performance allowed us to deliver industry leading growth in both advertising and subscription despite the tough macro-economic environment. Domestic subscription growth of 27% has reaffirmed the value proposition our television network has built over the years. The impact of tariff order has now largely settled down and has brought increased transparency along with improved monetization. Our domestic advertising revenue growth, though significantly lower than historical trend, is higher than the industry growth. We have witnessed an improvement in ad spends through the quarter and we believe that the onset of festive season along with measures taken by the government will help revive the consumption growth.”

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