The Evolution of News Consumption: How CTV is Reshaping News Channels

Authored by Ritu Dhawan, Managing Director of India TV 

 The evolution of news consumption has shifted dramatically with the advent of digital technology, transforming how people access, engage with, and perceive news. Traditional newspapers and linear TV broadcasts, once the primary sources of information, have been largely supplanted. A major change is occurring in the way news is consumed in India. This transformation is happening due to the growing number of people shifting from Linear Television to Connected television and their preference to watch personalized content on larger screens.

 Throughout the decades, linear television news networks existed as a direct and trusted source of information for households in India. The conventional Direct-to-Home (DTH) services Viewers must adhere to a broadcast schedule, with limited options for watching content on demand. Whereas Connected Television Offers viewers the flexibility to watch content whenever they want, rather than being restricted to a scheduled broadcast time. According to ComScore Report News/Information is the number one content category consumed in India, as compared to Entertainment worldwide.

Connected television (CTV) shift has enabled real-time access to news with personalized content, and interactive features, catering to the preferences of a more diverse and tech-savvy audience. As a result, news is now more immediate, user-driven, and accessible across various devices, fundamentally altering the landscape of journalism and media consumption. The usage of this technology is rapidly gaining traction in India.

 CTV platforms appeal to a wider target geo and location specific target demographic than traditional television, allowing them to reach Niche audiences. This includes individuals who have terminated their cable subscriptions, referred to as cord-cutters, and millennials who have become accustomed to accessing entertainment online. Despite a substantial fragment of the Indian population continuing to rely on traditional television for news, CTV makes it possible for news networks to reach out to this new audience, who has the potential to be loyal. In 2023, 9.8% of total TV ad revenue was allocated to Addressable TV services, reflecting the shift towards targeted viewing experiences.

 CTV also provides compelling opportunities for targeted advertising, allows advertisers to deliver personalized ads based on viewer behaviour, preferences, and demographics, leading to more effective ad campaigns. In contrast to traditional television, where ads always interrupt the viewing experience, CTV ads can be tailored to exact viewer demographics and interests. This can lead to more relevant and effective advertising, generating new revenue streams for news channels. CTV has the potential to become an effective tool for the distribution of news. All in all, it can be said that the news stations that seize the opportunity of Connected TV (CTV) and adapt their programming strategies will not merely survive but thrive.

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