Digital Marketing

Trends that will define television, print & radio in 2022

Trends 2022
Written by Publishing Team

Overall, the two-year period is so short that any cycle of change manifests, takes hold and finally turns into a permanent state. COVID-19 has challenged this trend. The new normal of a pandemic in the ecosystem in which brands, businesses and consumers operate has cemented itself in a fast-paced setting in 2021.

The scientist has gone to great lengths to identify the virus, taking a two-pronged approach. The first was defeating the virus clinically. The second step was to circumvent the impact of the pandemic and continue business as usual. The trials and tribulations of brands and companies to innovate, sometimes to the point of reinventing, in order to stay afloat, have given way to a set of explicit guidelines for consumers to acquire or warm up according to their preferences.

We will likely see a deeper integration of technology and creativity in the coming year. In contrast to the surge in resignations in 2021, the new year will see a revival in terms of a focus on nurturing talent and creativity.

At the height of the pandemic, when brands scrambled to cover digitization, the only belief that guided them was to stay in touch with consumers. Nearly two years after its digital adoption, it’s no longer the same thing about brand recall but about completing the customer journey through the marketing funnel. The new year is set to improve this journey with a focus on hyper-customization – whether it’s through AI-based applications to improve customer experience, through micro-influencers or generic content. The New Year will also bring clarity to how META is blowing up the brand.

It will be interesting to see how brands and marketers do the trick – whether they’re using technology or creative content – and win over consumers in a world that is so competitive.

TV trends

Transmedia’s narrative of television content is likely to grow further in 2022. Despite multiverse content, traditional television will continue to be the dominant source of entertainment. Content creators will be under more pressure than ever to produce true-to-life stories to build authentic relationships with audiences.

Anshul Alawadi, Head of Business – Youth, English Music and Entertainment, Viacom18

“While 2021 was all about showing resilience and staying optimistic, 2022 will see a greater focus on ‘telling stories across transmedia’ or providing a ‘story experience’ across multiple touchpoints and platforms. Our own experience with MTV’s Splitsvilla property – where we created “Wild Villa” is a spin-off of Voot Select subscribers and we’ve partnered with a social media platform – a case in point. The best way to grow an IP owner and benefit from their property fan base is to give everyone, everywhere, a chance to interact with the story and its characters. With multiple media consumption habits Targeting younger generations via multi-platform content will become the norm. Digital natives live and breathe digital media, and learning about this unique style of being will create engaging forms of narrative for a growing “digitally obsessed” audience.

Puneet Misra, Head of Content and International Markets, ZEE Entertainment Enterprises Ltd

“It’s a world of ‘And’ not ‘OR’. TV will remain a trusted medium with a large share of watch time, while overall video consumption will continue to expand exponentially with digital content in multi-screen video.

Staying connected to a multiverse with complex content requires greater contact with ever-demanding viewers. To this end, Zee’s ‘Soul to Screen’ approach enables creators to immerse themselves and draw inspiration from the consumer world as they make creative leaps in stories and characters. The content scientist’s perpetual quest, to be recognized as an industry in every sense of the word, will finally follow as the digital content ecosystem evolves and matures in the next few years.”

print trends

The role of large print media has undergone structural changes while sparing to circumvent the impact of the pandemic. Amid this turmoil, local and regional players are anticipating stronger growth, based on brand aspirations to expand their footprints into smaller cities in the heart of India.

Karan Al-Darda, CEO and Managing Editor, Lokmat Media Group

“If we were to analyze the data of e-commerce sales that appeared during Diwali, a very high percentage, about 60% in addition to businesses, actually came from second-tier and third-tier cities. So, with the growth of consumer aspirations, we clearly see that advertisers are also trying to deal With this market moving to local sites.From now on, this trend is set to get stronger.We also see brands increasingly combining both digital and print to actually come back with stronger, more comprehensive campaigns that are able to position different segments in their target audience. So, we see one platform actually complementing the other rather than competing with each other.”

Sudip Kumar, General Manager, Media Solutions (Print), Mathropumi Group

“With newspaper advertising back on track to recovery, 2022 will be a year of robust growth across all Indian phenomena, which will see a growth in advertising spending. Brands targeting rural India will remain reasonably protected from the pandemic, as will the demand in those The markets are fairly sustainable. Categories such as real estate, automotive, education, healthcare, mobile apps, and e-commerce will be the main drivers of growth.”

radio trends

The link between advertisers, marketers and radio is set to get stronger and richer in the new year as brands enter the third and fourth tier cities. 2022 will see a growing demand for the new, solution-supported hyperlocal band content that radio can offer.

Kartik Kala – Executive Vice President, Executive Director of Creative, Radio City

“The radio industry is built on a culture of creativity and dynamism. The sector will continue to connect with listeners in new and innovative ways in 2022, which includes creating content that well reflects the needs of consumers. The RJ Influencers trend will also take over, with brands quickly realizing how much The trust and credibility that radio pioneers bring. Moreover, collaboration in the creative space will be an all-time high, as content creators and RJs come together to bring new content to listeners.”

Priti Nihalani, Head of Business and Revenue, ENIL, Mirchi

“Brands are increasingly asking channels to offer more than just regular vanilla FCT campaigns; customers will continue to demand a solution-driven approach to their marketing problems. Regular FCT campaigns are now obsolete. Mirchi has seen that more and more brands are interested in telling stories and building authentic relationships. With its audiences Customers are increasingly using the power of radio to reach audiences using their local languages ​​Ads are no longer made only in Hindi or English Combined with customers’ demand to use our RJs’ social media handles to get the message across, achieving super local communication becomes easier. “

Sunil Kumaran Country Head, Think Paige

“Radio is expected to see increased offerings in voice and audio services, as consumers evolve to newer formats and platforms such as smart speakers, connected devices or voice-enabled commerce. The industry will also grow in tier 3 and 3 cities and will benefit from a strong regional presence and an understanding of local insights. “Limited broadcasting” of content will help them provide more interactive communities across different interest areas as advertisers move from buying “platforms” to buying “audiences.”

B Surendar, Chief Operating Officer and Director, red FM network

“From a pure content perspective, the efforts of radio operators to strike a fine balance between providing high-quality entertainment and information, which empowers society, will continue in 2022 and particularly in light of the renewed threat to normal life and business represented by the new alternative. It will be going beyond radio and achieving the synergy between our audio capabilities And the creativity to stand out on other platforms like BT, Digital, OTT, and opportunities like podcasting, is a critical priority moving forward in 2022!”

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Publishing Team