MxMIndia

Author: mxmadmin

  • The much-loved character has leapfrogged from being a mega-hit on Pogo to merchandising and the big screen

    The not-so-chhota success of Chhota Bheem

     

    By Tuhina Anand

     

    Chhota Bheem, the nine-year old boy and his small group of friends – Raju, Chutki and Jaggu (the talking monkey), have been having a dream run on Pogo. Launched in 2008 on the channel, the character of Chhota Bheem has gone on to become immensely popular and we have seen the character move to the bigger screen with Chhota Bheem movie and there is no dearth of merchandise based on his character, including comic book, tee-shirt, fun puzzles, bags, bean bag, toys and more.

     

    Krishna Desai

    Talking about the popularity of the show, Krishna Desai, Director Content, Turner International India Pvt. Ltd, said: “Since its launch in 2008 on Pogo, Chhota Bheem became an overnight success. Today, Chhota Bheem holds several titles to its credit including being ‘Kids’ Favourite TV Character’ (Ormax Media 2011 Report). In addition to other popular shows like Mr Bean and Kumbh Karan, Chhota Bheem has helped Pogo sustain its No 1 since 2011. In fact, this year, the premieres of ‘Chhota Bheem: Dholakpur to Kathmandu’ movie in March and ‘Chhota Bheem aur Hanuman’ movie in May, were the number 1 programs across all channels.” (Source: TAM, All India , 4-14 yrs, 12:00-13:30, March 25 and May 1, 2012)

     

    However, TAM data for the period of April 15-May 12 (CS 4-14 yrs, all India market, excluding feature films shown on kiddie channels) shows that for the channel share, one sees a fluctuation between Pogo and Disney for the top slot where in week 18, Pogo has a share of 25.5 as opposed to 20.4 of Disney. In week 19, Pogo is at 21.2 while Disney has jumped to 24.6.

     

    Giving his take on the popularity of Chhota Bheem and Doraemon, Karthik Lakshminarayan, COO, Crest (Madison Media), said: “Be it Chhota Bheem or Doraemon, both are exceedingly popular in the kids genre. Even for the top slot there is a tussle between both the shows. The popularity works well for the advertisers as well as the channel. However, if one were to look at superior production quality then Chhota Bheem scores over Doraemon as the latter seems dated.”

     

    While Doraemon might seem dated, there is no lacking in its popularity. The show runs on Disney as well as Hungama almost round the clock. Same is the case with Pogo, where Chhota Bheem and its repeats are shown numerous times during the day. Mr Desai, talking about this strategy said: “Normally, most shows face the issue of fatigue over a period of time. But in the cases of popular shows like Chhota Bheem, this factor is not applicable. When any show is launched there is a novelty factor which draws in new audiences. Thereafter, the true test of success begins. If kids like the show, they will tune in to watch their favourite episode over and over again. Over a period of time, kids tune-in to pre-empt the dialogues or even sing along with the theme song, making them feel like a part of the toon world. Also, the non-sequential flow of episodes helps to steer clear of boredom.”

     

    “Being a pioneer in the kids’ genre, we have done in-depth studies analysing the viewing patterns of kids between the ages of 4-14 years so as to effectively target our core TG. Basis these studies we decide the schedule for our channels. The second factor taken into consideration is to ensure that the scheduling of both our channels (Cartoon Network and Pogo) complement each other and don’t eat into each others share. We also consider the competition and other TV genres scheduling while lining up our shows,” he added.

     

    Some of the other popular shows on Kids channel include Kumbh Karan on Pogo, Roll No 21 on Cartoon Network, the Suite Life of Karan and Kabir on Disney, Art Attack again on Disney, Ninja Hattori on Nick, Oggy and the Cockroaches on Nick, Mr Bean the Animated Series on Pogo and Tom and Jerry Show on Cartoon Network.

     

    However, the success of Bheem lies in the fact that it’s an indigenous animated series created by Green Gold Animation Pvt. Ltd, based in Hyderabad. As Mr Desai of Pogo pointed that what stands out about the series is the strong story and characters. Although it is based in the mythical and timeless village of ‘Dholakpur’, the characters are very relevant to the mannerisms of kids today. Thus, kids relate to the characters and aspire to be like them be it a superhero or a best friend. “Yes, we did anticipate the show to do well but we all have been happily surprised at how phenomenally well it is doing,” said Mr Desai.

     

    With the success of Chhota Bheem, came its movies that Pogo co-produced, the recent one being Chhota Bheem and the curse of Damyaan which was released last Friday.

     

    Source: TAM Media Research, TG: CS 4-14 yrs, Market: All India, Period: Week 16 to 19 (Apr 15 to May 12), 2012 *Note : The analysis excludes Feature films aired on Kids channels

     

    Some of these movies were aired in 2011 on Pogo and the channel has a more aggressive strategy for them in 2012, wherein they will showcase one new movie every alternate month. In March, Pogo aired ‘Chhota Bheem: Dholakpur to Kathmandu’ and in May premiered ‘Chhota Bheem aur Hanuman’.

     

    Also seeing the popularity of other supporting characters in the show, like Bheem’s best friend Raju, Pogo  create a successful spin-off movie on him called ‘Mighty Raju’ in 2011. Sequels to Mighty Raju will also be seen in 2012. Its online success can be gauged from the fact that on www.pogo.tv, there are 700+ games on the site out of which Chhota Bheem enjoys a majority.

     

  • Mr Roy or Sid, as he is fondly known, will be responsible for Happy's operations across branches

    Happy gets Siddhartha Roy as COO

    By A Correspondent

     

    With operations kicking off recently in Mumbai, Bangalore-based creative agency Happy has welcomed Siddhartha Roy as their first Chief Operating Officer. In a short span of five years, Happy has grown to a team of over 30, and a newly appointed COO marks the beginning of big things to come from the Idea Shop.

     

    Mr Roy or Sid, as he is fondly known, will be responsible for Happy’s operations across branches. He has over 16 years in the business, of which 10 years were spent with Ogilvy in Mumbai, Bangalore and Sri Lanka.  Besides Ogilvy, he has worked with Ambience and Everest as well as loyalty marketing specialists, DIREM.

     

    He has been associated with a diverse spread of categories and brands such as FMCG (Cadbury, ITC Foods, Nestle, Coke, Ceylon Tobacco Company), Telecom (Hutch/Vodafone, Reliance, Sri Lanka Telecom), Web (Yahoo) and Retail (Madura Garments). His contribution extends to several campaigns that have been awarded for not only marketing effectiveness but creative excellence as well. In Phoenix Ogilvy – Sri Lanka, Sid set up & headed the Strategic Planning cell along with leading Account Management.

     

    “I think there are seismic changes taking place in the business of communications today. Gone are the days of agency imperialism. While marketers are looking for ‘ideas’, large network agencies are increasingly selling ‘processes’. And over the past few years, Happy has been successfully capitalizing on this need-gap. This is the primary reason for me to join the HAPPY family – and I’m extremely excited about it,” said Mr Roy.

     

    “Kartik and Praveen have been doing a fabulous job over the past few years to create and keep conversations alive around Happy with their work. My mandate at Happy is to partner them in augmenting the same while driving business efficiencies,” he added.

     

    On the new appointment, co-founder and CEO, Kartik Iyer commented: “Praveen and myself have done things by ourselves so far. We think it’s time to take a more structured approach to reach our goals. He comes with the right level of experience combined with the hunger to do the unexpected – this is very much the DNA of Happy. Known as the ‘oldmonkster’ among friends, we think he is the perfect fit as our COO. We welcome him and are very confident this addition will take things to a whole new level. In fact, it already has.”

     

    Happy is responsible for the much appreciated Flipkart campaigns featuring little kids which won a silver at the Asia Pacific Adfest in Pattaya this year. They are also well known globally for their ‘Lee – Never Wasted’ shopping bag design, which won them a Cannes nomination. Happy was also the agency behind the highly acclaimed Incredible India tourism commercial titled the ‘post card’.

     

  • TAM NCT Data Wk 19 ’12

     

    Source: News Content Track – A service of TAM Media Research Pvt. Ltd
    Channels: Aaj Tak, CNN IBN, Headlines Today, IBN 7, India TV, NDTV 24/7, NDTV India, Star News, Times Now, News 24 & Zee News
    Period : Week 19 – May 6 to May 12, 2012
    Note : Analysis is based on the Telecast duration

     

     

    About TAM Media Research

    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

     

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

     

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

     

  • Although the turnout at the India Radio Forum was dismal, the awards in the evening saw some fanfare with Radio Mirchi bagging the maximum number of metals

    Mirchi maxes IRF awards, Red FM is best station

    By A Correspondent

     

    The much awaited Excellence in Radio Awards (ERA) was held in Mumbai on May 22. Although the turnout at the IRF (India Radio Forum) 2012 was dismal, the awards concluded with fanfare. A total of 40 awards were given out this year and three new categories were introduced – Best Radio Programme (Marathi); RJ of the Year (Marathi); and Best Radio Promo – Inhouse (Marathi).  The award winning radio stations at ERA this year include – Radio Mirchi, Red FM, Big FM, Radio City, Radio Mango, Club FM, MY FM, Suryan FM and Fever FM.

     

    Digital Radio Broadcasting Ltd or Red FM won 7 Awards including the awards for the ‘Best Radio Station’ and ‘Best Breakfast Programme/ Show (Hindi)’ to name a few. Suryan FM won one Award for ‘Best Radio Promo (In house) Tamil’.

     

    Reliance Broadcast Network Limited or Big FM also won 7 awards, including the award for the ‘Best Programme Broadcast after 11am (Hindi)’ and ‘Best Programme Broadcast After 11am (Tamil)’. Big Magic Pvt Limited won an award for ‘Best Use of Music / Song / Jingle by an Advertiser in a Radio Spot’.

     

    Radio Mirchi won a total of 12 awards, making it the most awarded radio station at the Excellence in Radio Awards 2012.

     

    Speaking to MxMIndia, Mr GG Jayanta, National Marketing Head, Radio Mirchi said: “Winning 12 awards is in itself a matter of pride, innovation always wins and good work will always be recognized. These awards will most certainly encourage us to deliver better work as it is a great motivational tool for us.”

     

    Mr Rajat Uppal, General Manager- Marketing stated: “We saw good participation from the industry, we are glad to have won the Best Radio Station, The RJ of the Year, the Best Breakfast show and others. It shows the kind of work we do is high on quality and high on innovation as well. We won the awards that matter the most to us and our aim will be to continue delivering quality work for listeners and advertisers.”

     

    Music Broadcast Pvt Ltd or Radio City won a total of 3 Awards, Radio Mango also won 3 awards, Club FM won 2 awards, Fever FM and MY FM won one award each.

     

    Mr Praveen Scheruchari, Senior Creative Manager, Radio Mango said: “For a regional station like us, winning these awards and that too at a national level is a huge achievement as well as a great opportunity for us. These awards will encourage us to deliver better work for our clients and listeners.”

     

    The awards for the ‘Most Effective Use of Radio in an Activation Campaign’ and ‘Most Outstanding Use of Radio in An Ad Campaign’ were the winners from ‘The Radio Pitch Challenge’.

     

  • The government has reportedly asked TRAI to review issues dealing with cross-media ownership. The question is if and when implemented, there could be a significant change in dynamics in media ownership.

    Mediaah!: Will cross-media restrictions force Star, Zee & Sun to exit distribution?

    By Pradyuman Maheshwari

     

    There is no official word on it on the ministry website, but some journalists in Delhi were told about how the I&B secretary Uday Varma has written to newly appointed TRAI chairman Rahul Khullar to look into issues of cross-media ownership.

     

    “Major players are looking for expanding their business interests in various segments of print and broadcasting sectors. In this scenario, issue of media ownership and the need for cross media restrictions assumes great significance,” Varma wrote in his letter to Khullar, according to a Press Trust of India (PTI) report on EconomicTimes.com

     

    Adds the report: “Sources said that the I&B Ministry has asked TRAI to look into both horizontal and vertical aspects of cross media ownership, and then give its recommendations. In his letter, Varma has written that at present companies have control and ownership across Print, TV and Radio leading to horizontal integration. While at present there is no restriction for a company to have ownership across Radio, TV and Print mediums, but apprehension have been expressed in the past that control of media organisations in a few hands may prevent plurality of news and views, official sources said.”

     

    According to the PTI report, in his letter, Varma is also have said to noted that there were other implications related to cross-media ownership which included ensuring quality services at reasonable prices. The I&B secretary is reported to have further asked TRAI to look into the issue of vertical cross-ownership where companies owning TV channels were venturing into various distribution platforms like Cable TV distribution, Direct to Home (DTH) and Internet Protocol Television (IPTV).

     

    Hmmm. So this is why the headline: will cross-media restrictions force Star, Zee & Sun to exit distribution?

     

    Now before going any further, and for the benefit of those not in the know, let’s understand what vertical and horizontal cross-ownership means.

     

    Vertical would mean a media company that has ownership of, say, a TV channel also controlling a distribution (cable/direct-to-home/satellite/etc) company. And horizontal  cross-onwership would be a company that has interests in various media vehicles – newspaper, radio, TV, digital and even telecom!

     

    Way back in 2009, TRAI had issued some recommendations which I had commented on. My belief then and now is that the government and TRAI seem to be ducking the more sensitive issue of horizontal integration – namely, a media company with interests in print, radio, television etc. The TRAI believed that there was no threat due to horizontal ownership, but vertical integration – for television was a problem. So, while it was okay for a newspaper or a magazine to have its own distribution facility, that’s not the case for television. But of course the circumstances for print and television are different. In the 2009 recommendations, TRAI felt that there should be a 20 per cent cap on ownership and existing players would get three years to restructure.

     

    It’s been over three years already, and I guess that’s what has got the government moving its feet again.

     

    Mediaah! view: I don’t really think there’s any need for the government to intervene as regulatory and legal actions are already in place. And competitive pressures of course. For instance, a DTH operator cannot blank out a rival network’s channels.

     

    Mind you, the problem is graver with horizontal ownership. The PR executive of a radio station complained to me how she couldn’t ever get publicity in some key markets because rival stations were owned by newspapers. Thus even a minor activation gets a photograph and a report in the paper while that of a rival does not. Competition writes about you only if there’s something negative, she complained.

     

    Similarly television marketers crib how channels owned by newspaper companies have it easy with advertising and editorial space. Thankfully, media buyers are discerning and don’t get taken in by claims – correct or otherwise.

     

    The 2009 recommendations had also seen TRAI saying that limits on licences by a single entity were “adequate” and there is no restriction on control of ownership across telecom and media. Note this was to be reviewed after two years (that is, 2011), though the real changes in dynamics have happened since January 2012 given Reliance Industries and the Aditya Birla group getting involved, albeit indirectly.

     

    My sense is that given recent developments, the TRAI will also look at the issues of mergers, acquisitions and alliances in a bigger way. What the government/TRAI needs to also do is ways to determine and factor in ‘benaami’ ownership. For instance, even if as a broadcaster I may not own over 20 per cent of another ‘vertical’ media entity, what prevents a family member/friend to do it?

     

    It’s not an easy policy to work on, but am sure like various other complex issues it has tackled over the years, TRAI will come up with recommendations for this too.

     

    Buzz me if you have a story to tell. Confidentiality assured. There are various ways you can reach me:

    pradyumanm[at]mxmindia.com, BBM 23050B5D, Gtalk pradyumanm@gmail.com, Twitter @pmahesh and of course the mobile: 98338 76278.

     

    Disclaimer: Although he is CEO and Editor-in-Chief of this site, Pradyuman Maheshwari’s views in Mediaah! are not necessarily those of the rest of the team and MxMIndia.com.

     

  • The soundtrack becomes the first in India to premiere on the mobile platform before the album's physical music release – thus tapping into the fast expanding base of mobile music listeners

    Airtel & Hungama announce mobile music premiere of Gangs of Wasseypur

    By A Correspondent

     

    Music from Anurag Kashyap’s most-awaited movie ‘Gangs of Wasseypur’ became the first soundtrack in India to premiere on the mobile platform, prior to the album’s physical music release thanks to a tie-up between Airtel  and Hungama Mobile. The music is now available exclusively for Airtel mobile customers till May 26 via Hello Tunes and Airtel Radio.

     

    Commenting on this, N Rajaram, CMO – Consumer Business, Bharti Airtel said: “The music premier of ‘Gangs of Wasseypur’ on the mobile platform speaks volumes of the changing consumption pattern among customers today. Be it music, movies, gaming, social networking or emailing – the discerning Indian customer is increasingly relying on the mobile phone for accessing content. As more and more customers prefer listening to music on their mobile phones, we expect to see mobile music launches as a fast emerging trend towards catering to the preferences of India’s expanding base of mobile music listeners. We are delighted to join hands with Hungama to announce this industry first and exclusive for Airtel mobile customers”.

     

    Albert Almeida, COO, Hungama Mobile, said: “The mobile ecosystem is evolving and with a staggering number of consumers wanting to consume music and movies directly on their phones, we are happy to satiate their appetite. Airtel has been at the forefront of marketing and distributing entertainment and music content via mobile devices and through this initiative together we will make a compelling offer to music lovers yet again.”

     

    What makes this tie-up special is that ‘Gangs of Wasseypur’ has been selected for the prestigious “Directors’ Fortnight” at the 65th Festival De Cannes and has already garnered unprecedented buzz from international media and critics.

     

  • Fans can now listen to the live, running commentary of the last three matches including the final IPL matches on AIR

    Times Internet partners AIR for live IPL commentary

    By A Correspondent

     

    Times Internet Limited (TIL) and All India Radio (AIR) have joined hands to broadcast live commentary of IPL 2012 over AIR’s national channel and the FM Gold Network.

     

    The running commentary of the final matches of IPL 2012 will be broadcast alternately in Hindi and English on National Channel and FM Gold Network.

     

    Speaking on the deal, Rishi Khiani, CEO, Times Internet, said: “By partnering with All India Radio, IPL 2012 will be able to reach out to a much larger base of cricket fans, who are spread all over the country ,especially beyond the metros.”

     

    “AIR has had a very long innings in promoting sports including cricket in the country. We are still going strong in that direction. We are now about to carry live commentary of the last three important and crucial matches including the final match of IPL. We hope that this would provide a new experience to our listeners,” said LD Mandloi, Director General, All India Radio.

     

     

  • The global convention by DMAi will be the first ever conclave that will feature global learning in strategic marketing with special focus on direct marketing

    DMAi announces co-chairs for convention

    By A Correspondent

     

    DMAi, the forum for integrated direct marketing in India, has appointed co-chairpersons for its first of its kind global convention in Mumbai in August. Ajay Chandwani along with Winnifred Knight will function as co-chairpersons of the DMAi Convention and work with DMAi to ensure that this maiden event is a grand success. Their role will entail selection of content and speakers, overseeing strategic goals of DMAi, networking with industry thought leaders, as well as promotion for the convention.

     

    Commenting on the selection, Sanjiv Swarup, Founder Director of DMAi said: “We are very proud to have both Ajay and Winnifred as Co-Chairpersons of the convention, and are certain that they will bring a plethora of acclaim and stewardship to this entire event. Both are very well respected in their industries and bring expertise, knowledge and revolutionary thinking to their ideas and execution. We are certain that the convention will reach renewed heights with their guidance and leadership.”

     

    The global convention by Direct Marketing Association: India (DMAi) will be the first ever conclave that will feature global learning in strategic marketing with special focus on direct marketing including traditional, interactive and futuristic channels; with a participation from over 100 global and Indian companies.

     

    On being appointed as Co-Chairman of the Convention, Ajay Chandwani said: “I am honored to be bestowed with this new role and look forward to working with Winnifred, to ensure that this Convention reaches the great heights it truly deserves. As co-chairpersons of the DMAi Convention, our role will be to bring to life the knowledge and experience of top notch Indian and global speakers, who have a huge standing in their markets. These thought leaders will share their valuable insights and experience of brands handled by them. Further, my personal involvement over many years in brands and interaction with leading marketers will enable me to get access to thought leaders in Marketing, Creative and Media and get them motivated to share their knowledge. Our key objective is to make Direct marketing the next big thing that everyone is talking about.”

     

    “My familiarity with the Awards Process will help in working with the maiden DMAi Awards event which will require the support Direct Marketing specialists, Clients who use Direct Marketing, Ad Agencies and Media Companies. The biggest challenge will lie in garnering sponsor and delegate support for the Convention.”

     

    Commenting on her selection as Co-Chairman of the Convention, Ms. Knight said: “As a knowledge junkie and passionate traveler, Incredible India has been on my bucket list for many years, and this opportunity to be in the midst of business and pleasure is a dream come true. Needless to say the DMAi Team has made it easy to like and respect them for their professionalism and warmth. I’m delighted to be part of the program and content planning in advising on relevant topics and tracks, suggestions for international speakers and other specialists, networking opportunities and more. Together with Ajay’s extensive experience we look forward to present an awesome knowledge-sharing and Insightful Convention.”

     

    The convention, to be hosted by DMAi at the Renaissance Convention Center Powai in Mumbai from August 1-4, will be a 2 day event spread over 4 key tracks and several sessions and will include keynote presentations from leading practitioners from India and abroad, panel discussions of eminent professionals, expo centres for actual business, award presentations in the direct marketing industry and an opportunity to network with the crème de la crème of marketing practitioners. There will also be 2 days of Masterclasses in specialist functional areas.

     

     

  • The survey reveals that no international English news channel reaches more Indian viewers than CNN International and that BBC World News is the most watched international news channel for mid-level income earners, women, tech enthusiasts and those under the age of 30

    CNN & BBC top intnl channel viewership

    By A Correspondent

    Findings from both the latest Pan-Asia Pacific Cross-Media survey (PAX) and Europe’s Media and Marketing Survey (EMS) reveal that CNN International reaches more viewers globally than any other international news channel. The PAX survey reveals that no international English news channel reaches more Indian viewers on a monthly basis than CNN International. In India, CNN International is more of a daily habit than BBC World News among business decision makers and top management.

     

    Tony Maddox, Executive Vice President of CNN International, said: “What we are seeing is that there continues to be a strong appetite for global news, and that people throughout the world are turning to CNN for that news – and in great numbers. Add in our commitment to global business news and our excellent sports and cultural programming and there is a clear, compelling proposition for viewers.”

     

    In addition to CNN International’s leading on-air positioning, the PAX survey shows that CNN International’s leadership also extends to its digital platforms.

     

    The PAX survey also shows that in India, BBC World News is the top international English news channel and the news destination of both the young and upwardly mobile mid-level corporate managers. BBC World News was also shown to be the most watched international news channel for mid-level income earners, women, tech enthusiasts and those under the age of 30. The channel is also the most watched news channel amongst key audiences such as potential car buyers, international travellers and consumer durable owners.

     

    Colin Lawrence, Commercial Director BBC World News said: “BBC World News and BBC.com are strongly demonstrating impact to Indian audiences-not only top management but also those with their careers on the rise. Our platforms deliver a targeted route to these discerning viewers and it’s more and more clear that our style of impartial international news and business coverage is increasingly relevant to viewers and advertisers across the country.”

     

    The Ipsos PAX study surveys international and local media consumption and product consumption among affluent adults and business professionals in the Indian cities of Mumbai, Delhi and Bangalore. The latest survey covers Q1 2011 to Q4 2011.

     

    EMS 2012 examines the media and product consumption habits of affluent Europeans. The latest research was carried out across the full year of 2011. 49 million qualifying adults aged 21 and over, across 21 markets, comprise the EMS universe.

     

  • Consider this: If Mukeshbhai gets caught in a scandal, will Rajdeep Sardesai even think of going after the big man? You know the answer

    Anil Thakraney: Bad times looming for editors/content heads

    By Anil Thakraney

     

    What’s the best way for large advertisers to get some ‘good press’ in the media? Use PR agents? Throw lavish parties? Suck up to the editors? Naaah! All that is old fashioned stuff. Nowadays, at least in India, where the media acquisition laws are weak, the industrialists simply go ahead and buy a large stake in a media house. Thus controlling the content, whether the proprietors would like to accept that or not. Recently, Ambani picked up a substantial stake in the Network 18 group. And now the Birlas have bought into the India Today group. Am quite certain more large industrial houses are eyeing similar acquisitions in the media.

     

    This is obviously terrible news for content heads. Because their powers get badly curtailed. Of course, the worst case scenario, which means direct intervention in the content agenda, sucks big time… that’s a nightmarish situation. But even the best case scenario sounds pretty depressing. Because that would mean the media house cannot report/write a single word against the shareholding industrial group. And will often be compelled to project them (and all their partners and subsidiaries) in a favourable light. Consider this: If Mukeshbhai gets caught in a scandal, will Rajdeep Sardesai even think of going after the big man? You know the answer.

     

    I can understand why the corporate world wants to invest in the media. Because it’s a powerful weapon to have in the war chest, and industrialists can leverage business/political deals with its help. The question is: Can we not have tighter laws on media acquisition, like it happens in the western world? Surely the time has come for that.

     

    As a journalist, what worries me most is the yet another body blow to the freedom of expression. Already the industry has suffered because of paid news, sponsored news and other malpractices. Not to speak of the greater powers bestowed to the marketing department of the media company. And now this! Clearly it’s not a good time to be a journalist in this nation.

     

    As for moi, I am seriously thinking of shifting back to advertising. The advertisers are calling all the shots anyway. 🙂

     

    * * *

     

    PS: Haha. The advertising life depicted accurately and hilariously in pictures. If you belong to the ad world, you will identify with every single situation. I am sure you are living them right now!

     

    Link: http://thisadvertisinglife.tumblr.com/

     

     

    Anil Thakraney is a Mumbai-based commentator and editor. He is also Editor-at-large, MxMIndia. The views expressed here are his own

     

     

  • If size would have always been proportional to the potential of things, then microprocessor chips would have never got invented, says Manish Bhatt

    The Anchor: Manish Bhatt on 5 myths people have about an independent agency

    Manish Bhatt

    By Manish Bhatt,Founder Director,Scarecrow Communications Ltd.

     

    Myth 1: Independent agencies are the land of scamsters

    Just like the world thought India is a land of snake charmers and elephants… We think every man in Jaisalmer wears a turban and has royal mustaches and a parting beard… People who haven’t visited the South of France always think that every beach of French Rivierais a nudist beach… People think independent agencies are the breeding grounds and shelters for scamsters. Dear Scamsters, beware… The creative department of Independent agencies are not governed by Global Creative Council in Chicago. Neither by those aspirant NCDs who want to score high in Cannes by indulging in some scams, so that he or she can attend the next global creative council meeting in the exotic destinations like Sao Paulo, Santa Clara or Jamaica.

     

    Myth 2: Independent agencies are cheap

    The Network Agency with presence in 24 countries and 100 offices across the world can charge premium. But thinking that Indian independent agencies with presence in 2 cities are cheap to hire – if this is true, then buying clothes from Big Bazaar (with around 1,000 stores across cities) should be more expensive than clothes sold at Versace or Armani with 2 city presence.

     

    Myth 3: Independent agencies are small creative hot shops

    If size would have always been proportional to the potential of things, then microprocessor chips would have never got invented. In 2 years’ time, Scarecrow has 2 offices, 50 people, a separate Design division, an Art Gallery, more than 25 brands across 4 cities, will you call us a creative boutique or a full service agency?

     

    Myth 4: Independent agencies can never attract MNC brands

    When an Indian can buyout global brands such as Jaguar and Land Rover, why can’t an Indian independent agency attract global brands? Look at Pepsi working with Taproot, Audi with Creativeland Asia and we at Scarecrow working with MNC Brands like Nestle, Eristoff (Bacardi), Viacom, Danone, Anchor Panasonic and Barclays.

     

    Myth 5: Independent agencies can never attract great talent

    People with good taste always prefer to stay in an isolated cottage, a countryside vs  a multi-storied apartment in the hustle bustle of the city. That’s why we have one of the best design minds of the country like Kapil Tammal in our Mumbai office and Andy at Delhi office – the man behind ‘Mein aur meri Maggi’ campaign.

     

    Manish Bhatt is Founder Director, Scarecrow Communications Ltd.

     

  • The elected members are Sharif D Rangnekar, CEO & Director, Integral PR, for the post of President; Nikhil Dey, President, Public Relations, Genesis Burson Marsteller, as Vice President and Shivraj Parshad, Principal, The PRactice, as Secretary

    PRCAI elects new mancom

    By A Correspondent

     

    The Public Relations Consultants Association of India (PRCAI), the apex body of communications and public relations consultancies, at its Annual General Meeting, elected a new management committee and support chapter heads.

     

    The elected members are Sharif D Rangnekar, CEO & Director, Integral PR, for the post of President; Nikhil Dey, President, Public Relations, Genesis Burson Marsteller, as Vice President and Shivraj Parshad, Principal, The PRactice, as Secretary.

     

    As part of its National outreach, the regional chapter heads elected are Ajay Lamba, COO, Integral PR as Chairperson, North; Shane Jacob, The PRactice as Chairperson, South; Madhuri Sen, MD, Waggener Edstrom as Chairperson, West and Basav Bhattacharya, Strategic Consultant, Integral PR as Chairperson, East.

     

    Mr Rangnekar, the newly elected President said: “PRCAI is committed to its mission: to build and enhance benchmarks relevant to our business including the areas of Knowledge, Ethics and Expertise.” Setting the tone for the two years ahead of the new Management Committee, the President said that PRCAI intends to focus on talent at one level as well as create platforms that recognize quality of work done by the industry so as to showcase the best work done by our industry.”

     

    PRCAI has been representing the industry for over 11 years. During the many years it has organized different forums, taken up a variety of issues and engaged with multiple stakeholders for distinct purposes. In the past year, PRCAI aligned with EPACA to set norms for government engagement aimed at a higher level of transparency.

     

    Public Relations Consultants Association of India is a trade association set up in October 2001 that represents India’s public relations consultancy sector while providing a forum for Government, public bodies, industry associations, trade and others to confer with public relations consultants as a body.