Author: mxmadmin

  • The Anchor: 5 musts that will give government-led channels an edge over commercial counterparts

    By Rajiv Mishra

     

    #1 Continue providing strong alternatives to commercial channels:

    Broadcasters funded out of the public purse have historically formed a vital component of the broadcasting sector in most countries. The rationale for these broadcasters, which can offer alternative programming to that provided by the commercial sector, remains strong. Some countries support public service broadcasting more enthusiastically where the public service broadcasters (PSBs) are seen as more informal, modern, and informative than before, without having lost their reputation for quality.

     

    #2 Encourage public sector broadcasting partnership with government funded telecom companies:

    Broadcasting is changing. Rarely a day goes by without more news of an innovative way to access audiovisual content over the internet, mobile phone networks, hand held devices or other new media. In television, meanwhile, we have moved rapidly from one network to hundreds of competing channels, and will soon move to a digital only television environment.  It is with the development of new media platforms that this conflict has deepened. We no longer have an environment with a small number of providers. The internet and digital television represent near limitless forums for broadcasting content, whether news, entertainment, sport, movie, music, live events or anything else, and competition for audiences is much more intense. The benefit to the public service broadcasting in India is that government funded telecom companies is having the pan India presence and PSB’s can join hand for seamless delivery of content in triple play environment as well.

     

    #3 Public sector broadcasters can experiment and provide alternate programming more often:

    The vast library and archival footage are also a major strength of PSB’s. Further the private companies face much tougher financial constraints. One may think, public service broadcasting has no role in the contemporary media and may argue that state funded broadcasters should not replicate services that the market can already provide. This weakness is actually the strength of the public service broadcasters as they can experiment and provide alternative programming frequently in very innovative manner.

     

    #4 Encourage private-public sector partnership in broadcasting:

    The private and public sector have co-existed peacefully since the emergence of modern broadcasting, even providing similar services. There seems no reason why this should not continue in an expanded media environment. One has to suspect that the repeated emphasis on the newness of the new media suggesting that wholly reformed approaches to content are needed is perhaps a little exaggerated.

     

    #5 Public sector broadcasting must develop a new relationship with the audience:

    The long-term future of public service broadcasting in the context of a rapidly changing media landscape and with intense competition between private players is to remain extremely focused on long term goal to strengthen our economy, our culture and our democracy. The public service broadcasting must in the future both retain its basic characteristics and change very significantly. Public service broadcasting can and should aim to develop a new relationship with their audiences, this will be vital as expectations as well as the technology are fundamentally changing.

     

    Rajiv Mishra is the CEO of Lok Sabha TV and anchors a weekly show – ‘Special Guest’

     

  • An overdose of Kareena Kapoor?

    By A Correspondent

     

    (c) Perfetti Van Melle India

    Some time back it looked like Priyanka Chopra had gone on an overdrive with her brand endorsements; and now it looks like it’s Kareena Kapoor’s turn. She has just been roped in to endorse Philips’ hair care range. This development comes close on heels of the announcement that she is being signed to endorse iBall’s mobile phones. Then there is Head & Shoulders’ new ‘namaste’ campaign with beau Saif Ali Khan that is being aired on the TV currently. Besides these, she already endorses Airtel, Sony Vaio, Vivel, Alpenliebe Choco Eclairs, Lavie, Boro Plus, Mahindra Duro, Anne French, Lux, Pepsi, Globus, Citizen, Sangini Diamonds and few others.

     

    So what is it that makes Ms Kapoor such a hot pick for brands? Her popularity as a style icon and being one of the most recognizable faces for the consumers, is definitely is a pull. So like any celebrity who rules the endorsement brand wagon when at his/her peak, Ms Kapoor seems to be doing the same. However, the question is, whether there is an overkill of Kareena Kapoor for brand endorsements and should the lady now go slow rather than mint money when the sun (her popularity) is shining?

     

    Manish Porwal, Managing  Director, Alchemist said that it’s given that female celebs will be used heavily for personal care category, hence we see a lot of Kareena, Priyanka and Katrina endorsing these categories. He added: “However, the change today is that female stars are being used for non-FMCG categories, hence we see Kareena endorsing i-Ball, Mahindra Duro and even Sony Viao.”

     

    He also pointed that the heroines have a lesser shelf life than their male counterparts, so we do see them going for lesser brands and more days or more brands and lesser days. He said: “I don’t think Kareena Kapoor has gone on a signing spree all of a sudden. The truth about endorsements inIndiais that it is heavily skewed towards celebrities, especially those in the movie business.”

     

    Talking specifically about Ms Kapoor and her visibility, Harish Bijoor, brand expert & CEO, Harish Bijoor Consults Inc, said: “Yes, there certainly is too much of Kapoor, Sharma and Chopra altogether on the small screen. When brand endorsers endorse more than two brands at a time on television, there is a lack of credibility and distinction between brands, appeals and values. There is a brand-endorser promiscuity going around in the market, and this is a disease for sure. We need a bigger menu of star-faces that endorse diverse sets of brands.”

     

    He however feels that the brands that Kareena represents use her well. She is fresh, sleek and fits brands that want to appeal to groups that seek sleek and fresh. Kareena does not however work equally well with the broader mass of the population.

     

    Mr Bijoor cautions though: “It is important for Kareena to phase out one endorsement deal before taking on another.”

     

    When bringing a celebrity on board, the brand should think about the fit and not just rope in the flavour of the season, which is usually the norm. Alpana Parida, President, DY Works feels that there is lot of vanity branding in case of Ms Kapoor which is not appropriate. She said: “There has to be an alignment between the personality of a brand and that of the celebrity who is brought in to endorse it. In Kareena’s case it’s not been true in few cases. She is definitely not the girl next door, so she could be used for products that want to portray aristocracy or exclusivity.” Giving an example of good use of a celeb in recent times, Ms Parida points towards the Aliva ad featuring Vidya Balan which portrays her in her on-screen avatars, thus making it relatable.”

     

    With so much of Kapoor and brands, one thing that comes to the mind is that has she left behind the males in this race and emerged as the lead in celebrity brand endorsements? To this, Mr Bijoor, said: “That is a good sign. I do believe we need to break this gender inequality in Bollywood and its more important commercial avatar of ‘advertisingwood’ as well. Female stars firstly need to be paid as well as male stars are in advertising endorsements.”

     

  • Viacom18 to build new ‘Rishtey’ in UK

    By A Correspondent

     

    Viacom18 has announced its new channel – Rishtey, which will be launched in UK first by distribution and syndication company India Cast.

     

    The channel’s offering would include ‘variety entertainment’ showcasing content from a spectrum of genres including format shows, fiction, music, news and more. Rishtey will be Viacom18’s second channel in the mass Hindi Entertainment Space after  flagship Colors, which launched in July 2008. It will be a free-to-air (FTA) channel and a part of the Colors’ family.

     

    Rishtey will be the latest addition to the Viacom18 bouquet of channels that currently includes six entertainment channels – MTV, Nickelodeon, Vh1, Colors, Sonic, Comedy Central and film business, Viacom18 Motion Pictures.

     

    Commenting on the development, Sudhanshu Vats, who recently took charge as Group CEO – Viacom18, said, “While we have a horizontal presence across television entertainment, with the launch of Rishtey, we now begin the phase of strengthening our presence in each vertical as well.”

     

    Speaking about the channel, Raj Nayak, CEO, Colors, said, “With ‘Rishtey’ we intend to create a new category within the General Entertainment space, and given the rich mine of content within the Viacom18 Group, we’re confident of ‘Rishtey’ resonating well with both – viewers as well as advertisers.”

     

    Launching Rishtey in the UK, Gaurav Gandhi, COO – India Cast, said, “Rishtey offers a wide range of variety entertainment programming that will engage, entertain and delight the South Asian audiences in the UK. As a free-to-air service, Rishtey perfectly complements our flagship brand Colors, by reaching out to a much wider audience base and giving them a taste of our much loved programming.”

     

    For the record, IndiaCast drives Domestic and International Channel Distribution, Placement Services and Content Syndication for TV18, Viacom18, A+E Networks, TV18 and the ETV channels.

     

  • Colors, Sahara brave MNS diktat, to simulcast Sur-Kshetra with Geo from Sept 8

    By A Correspondent

     

    The threat of an MNS agitation is not going to see musical frontiers being bridged. At the time of writing, MxMIndia learns that Colors and Sahara One are going ahead with the broadcast of the cross-border Indo-Pak musical reality show – Sur-Kshetra. The Chitrapat Karmachari Sena of Raj Thackeray’s Maharashtra Navnirman Sena (MNS) is said to have sent an alert to the channels to not air the show as also to noted playback singer Asha Bhosle to step back from being on its jury though. The reason: the MNS wing believes that Pakistan had banned ‘Ek Tha Tiger’ and thereby not reciprocated India’s desire to forge relationships via the arts.

     

    The press conference held at the Taj Land’s End in Mumbai happened on Thursday with Ms Bhosle later making a clarion call to the MNS to call off the stir as the show attempts to promote peace and harmony between the two countries.

     

    Interestingly, while the MNS has said it would disrupt the shooting of the show, MxMIndia learns that the preliminary episodes have already been canned and only the finale – which will happen at an international destination – remains to be shot.

     

    Also being simulcast on Pakistan’s Geo TV, Sur-Kshetra starts September 8 and will air every Saturday and Sunday.

     

    Said Raj Nayak, CEO, Colors, “This is the first time ever in the history of television that a show will be simulcast across national and international networks of Colors, Sahara One and Geo TV, making it the biggest show to hit TV screens – ever. Unifying audiences across the globe, Sur-Kshetra will bring hearts closer as it builds an exciting viewing experience much like that created by an India-Pakistan cricket match.” Speaking on the timeslot, he further elaborated, “With Jhalak Dikhhla Jaa going strong on weekends, the inclusion of Sur-Kshetra will further strengthen our weekend content lineup providing our audiences with variety entertainment that appeals to them.”

     

    Sur-Kshetra’s two teams will be mentored by Indian music director-cum-singer-cum- actor Himesh Reshammiya and Pakistani music sensation Atif Aslam. Judging the musical flair of the contestants will be the three legends – Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh).

     

    Boney Kapoor – Director, Sahara One Media and Entertainment Ltd said in a communique, “Sur-Kshetra is a mega reality music show that brings together the best of singing talents from two arch-rival nations, India & Pakistan, competing against each other.”

     

    Produced by Sahara One in association with Saaibaba Telefilms, the will be sponsored by Dabur Amla Hair Oil and Videocon. A 360-degree integrated marketing campaign will engage multiple mediums like print, television, outdoor and radio through tie-ups reaching out to target audiences across the globe.

     

  • Satvikshop for natural living @ doorsteps

    By A Correspondent

     

    Bridging the gap between consumers and their quest for a natural lifestyle, Satvikshop.com was launched recently, offering consumers a large collection of organic and ayurvedic solutions and products from reputed brands.

     

    The website offers free consultation with a panel of experts who can best advise you about treatments for various ailments. Consumers can post their questions online and receive answers from the experts. A full-fledged call centre guides consumers on a 24/7 basis.

     

    Consumers can view and buy ayurvedic products by browsing through various categories, including gender, diseases, organ care, and common ailments. Consumers can search through products from multiple brands as well as all products of a single brand, with around 1000 SKUs already at satvikshop.com.

     

    The website boasts a strong knowledge base with information on herbs, certifications and their importance. Product attributes include detailed description, brand, ingredients, symptoms, contra-indications, side-effects, user reviews, recipes, nutritional facts, and dosage.

     

    The e-shop offers free shipping for all orders. The website also features an active blog with regular updates related to  organic and ayurvedic lifestyle.

     

    “It is our endeavour to promote Satvik living – free of chemicals, pesticides and pollutants that have entered our lives without us noticing”, said Subhanker Sarker, Business Head, Satvikshop.com and Indiatimes Shopping. “With reputed partners such as Dabur, Organic India, Morarka Organic Foods and many more, we are confident of reversing this trend and bringing a healthy lifestyle to our consumers. Pre launch consumer engagement has been very encouraging and we already have a Facebook community which is 15,000 strong.”

     

    Krishan Guptaa, M.D & Global CEO,Organic India Pvt. Ltd. Said “Association of Organic India and Satvikshop.com is the ideal partnership to deliver authentic Organic products to our consumers. Both companies have similar vision to ensure everyone in the chain from Mother earth, farmers, associates , employees , consumers and planet as a whole wins with this unique partnership.”

     

    “MOFL being the single largest and oldest retail organic player in India has always been supportive of initiatives that creates awareness and makes organic food more accessible to the masses.  The availability of organic food has not yet spread to every nook and corner of this country, though the health conscious consumers live in every place. We are sure that many consumers who have not been able to buy from shops will now be able to buy it on line. Satvikshop.com provides consumers with a fantastic platform to access the same.The credibility of indiatimes will also convince them to do so.” said  Mukesh Gupta,CEO,Morarka Organic Foods Ltd, Jaipur and Executive Director – Morarka Foundation.

     

    Times Internet’s latest vertical – Satvikshop.com eyes Rs 160 cr+ by 2013
    By A Correspondent 

    Times Internet recently launched a vertical e-commerce site – Satvikshop.com. It offers consumers wide range of organic and ayurvedic solutions and products from reputed brands. Satvikshop.com is a vertical which is powered and funded by Indiatimes Shopping. The website offers free consultation with a panel of experts who about treatments for various ailments. Post launch, Satvikshop.com will take a 360 degree marketing approach wherein it will leverage all the properties within its group. In conversation with MxMIndia, Subhanker Sarker, COO and Business Head of Indiatimes Shopping & Saatvikshop.com spoke at length about his new vertical, the break-even plans and the post launch marketing plans for Satvikshop.com, the growth targets and much more.

     

    Q: Despite having a horizontal e-commerce site, Indiatimes shopping, why the need for a vertical – Satvikshop.com?

    Satvikshop.com is a vertical which addresses a need gap of providing organic and ayurvedic product to the Indian consumer, and is powered and funded by Indiatimes Shopping. Indiatimes Shopping is a horizontal portal which has various categories and is probably one of the most per capital efficient e-commerce players. What we figured is that ayurveda in India is estimated to be a humongous Rs. 6,000-crore plus industry. Organic food is estimated to be in excess of around Rs 650 crore now, growing at a CAGR of 15 per cent. So very clearly Indian consumers are adopting health products, and this trend we realize is not limited to large cities but also tier 2 and tier 3 cities. This is where we saw this opportunity of an e-commerce player capable of delivering to the entire country as a brand. Satvikshop.com is therefore also a pioneer in this space. Once this vertical stabilizes we also plan to provide the same product in our horizontal portal i.e. Indiatimes Shopping.

     

    Q: What kind of research was undertaken before the launch of the vertical? How did you realize the need for an e-commerce site on ayurvedic and organic products?

    We did not do any specific research but we had enough secondary data available which indicated the need and highlighted the opportunity to bring both ayurvedic and organic properties together. Even in the offline scenario you have shops but you will not find one shop which sells both organic and ayurvedic products, thus we saw this as an opportunity.

     

    Q: You had a soft launch last week; what is the kind of response you have been receiving from consumers and marketers alike?

    A month before the launch, we opened a Facebook page on Satvikshop.com. We received encouraging response in terms of engagement with our potential consumers. Today we are on the fifth day of the commercial launch and our transactions have touched over 100 per day which is also very encouraging.

     

    Q: Are you in partnership with any brands for the site? Which ones?

    In both ayurveda and organic there are roughly 20 odd brands which contribute to almost 95 per cent of the consumption. We have partnership with most of the significant players, namely Dabur, Morarka and so on. Now, these are different levels of partnership, it ranges from revenue sharing to commission.

     

    Q: What is the business model that you follow at Satvikshop.com?

    There is a need gap and consumers are looking for a solution, some amount of consultation and recommendations and products are mostly sold on MRPs in India. This is the strength you will find in the offline scenario. As far as online is concerned, here too we are selling the product at the right price, but we will provide free consultation as well as free home delivery, and because it is addressing a need gap, the business has a healthy gross market.

     

    Q: What is your post launch marketing strategy? How do you intend to reach out to your consumers?

    We will leverage on various properties on our group, and take a 360-degree marketing approach. Our TG is any health-conscious family in India, especially those in tier 1, 2 and 3 cities.

     

    Q: Do you have a mobile strategy too?

    Mobile as a strategy is linked to Indiatimes Shopping, we already have a very vibrant Android and iPhone app where some amount of transaction is happening. We are looking at innovative ways of mobile payment and all of those will get integrated with Satvikshop.com as well.

     

    Q: And when do you plan to achieve break-even position?

    We will be profitable within the first 12 months of our launch.

     

    Q: And the nature or the kind of investments put into Satvikshop.com?

    Satvikshop is a vertical powered and funded by Indiatimes Shopping. Satvikshop will leverage Indiatimes Shopping’s technology platform and supply chain infrastructure to be able to deliver organic and ayurveda products to households across India. We have invested to build a diet and health consultation platform and customised customer support, and will further invest in the infrastructure as we scale up. We will also invest in building the brand Satvikshop.com with a 360-degree approach.

     

    Q: What are the revenue and growth targets for Satvikshop.com for this year and the next?

    We are targeting nearly Rs. 60 crore this FY and in excess of Rs. 160 crore by the next year.

     

    Q: Lastly, what are your views on the e-commerce business in India?

    The last couple of years had seen the definitive adoption of online shopping by Indian consumers in a big way, almost across all categories. The trend clearly indicates that e-commerce business in India will grow exponentially. We believe that Indiatimes Shopping, with a planned Gross Margin of 3 per cent and Revenue per Employee per year of Rs. 1.2 crore, is aligned towards a path to profitability as an ecommerce player. Our ASP of Rs. 2200 is highest among all horizontal e-commerce players. Indiatimes Shopping is highly capital efficient and is easily scalable to 10X because of a robust in-house technology platform and the process/model leverage that we have.

     

     

     

  • I-Cube Report: Mobile crucial for rural India to access Net

    By A Correspondent

     

    There are about 38 million claimed internet users in rural India today. The penetration of claimed internet users in rural India has grown from 2.6 per cent in 2010 to 4.6 per cent in 2012, a CAGR of 73 per cent. On the other hand the penetration of active internet users has grown from 2.13 percent in 2010 to 3.7 percent in 2012. These are some of the findings from the latest I-Cube Report on ‘Internet in Rural India’ which was released by the Internet and Mobile Association of India (IAMAI) and IMRB.

     

    According to the report, the number of claimed internet users in rural India is expected to reach 45 million by December 2012. The report further states that mobile phones are fast emerging as an important point of internet access in rural India. As of June 2012, there were 3.6 Mn Mobile Internet Users in India, a growth of 7.2 times from 0.5 million in 2010.

     

    In a prepared statement, Dr Subho Ray, President of IAMAI stated, “This is just the tip of the iceberg, in the next two years, a combination of affordable smart phones, optic fibre backbone and local language content is likely to change the beat all projections of internet growth in rural areas.”

     

    Anurag Gupta, Founder and MD, DGM India explained the possible impact of a growing rural internet usage on digital advertising. He was also of the view that local language contents, hyper local information etc will lead to higher internet usage in rural India. “Internet penetration is growing in the urban areas and now it is percolating to the rural areas, this is very good news as it bridges the digital divide across the country and empowers dual India with a level playing field of knowledge and information. There will be a growth in digital spends as the users grow, so for the digital advertising industry this is a very heartening sign.”

     

    Usage of Indian language or local language content is also said to be on the rise. According to the report, the availability of content in local language encourages the rural user to go online and although 79 per cent of the users access content in English, 32 per cent of the users access content in Hindi.

     

    A whopping 42 per cent of the respondents said they were not aware of internet. This is also one of the reasons for the non-usage of the internet. As more and more people begin to use the internet, infrastructure facilities is also bound to grow. While more initiatives are certainly needed to build the internet infrastructure, evangalising of the medium to the rural masses is equally the need of the hour for further growth of the medium. In addition to this, local language content is also said to play a critical role in order to fuel the growth of internet usage in India.

     

    Point of Access:

    One of the reasons for the increase in rural internet usage is probably because of the availability of cyber cafes and community service centres. Interestingly, majority of internet users in rural India (i.e. 57 per cent) have access to internet via cyber cafes and community service centres, only 19 per cent are said to have internet access at home and 12 per cent of the internet users access internet through their mobile phones.

     

     

    Purpose of Internet Access:

    Entertainment is the primary driver of internet use in rural India. 75 percent of rural users use internet for entertainment while 56 percent use it for communications Users like to access Music, Videos and Photos for entertainment.

     

     

    There is a growing interest amongst the rural constituents seeking information on education. 81 percent of claimed internet users seek information pertaining to school / university and exam centres.

     

     

    Primary research is said to have been conducted in line with ‘I-Cube’ reports, an annual syndication of eTechnology Group, IMRB International. The syndicated research is based upon a primary research survey that interviewed about 15000 people from various age groups, across SECs and genders from the states of Assam, Maharashtra, Orissa, Tamil Nadu, Andhra Pradesh, Rajasthan and Uttar Pradesh.

     

    The Internet and Mobile Association of India (IAMAI) is an association which is said to be representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers. IAMAI is also said to be the only professional industry body representing the online and mobile VAS industry in India.

     

  • Bengal (paper) tigers set to roar

     

    By Ananya Saha

     

    Once the domain of Ananda Bazaar Patrika,West Bengal is now readying itself for an emerging newspaper war. The Times of India has trumpeted its entry into the traditional market with the announcement of its Bengali broadsheet Eyi Shomoy, and is putting its marketing muscle behind the promotion of the product. The Bengali broadsheet from BCCL will have to fight for numbers with Bartaman, Pratidin, Ganashakti and of course Ananda Bazaar Patrika.

     

    This is also for the first time that ABP’s dominance is facing a huge challenge. Whether as a gameplan or a coincidence, ABP has announced its evening tabloid Eyi Bela at the same time. The industry veterans are calling it mother of print battles: BCCL’s strong marketing and distribution against ABP’s loyalists. ABP currently dominates the print market with many of its publications aimed at each segment: Ananda Bazaar Patrika (Bengali daily), The Telegraph (English daily), Desh (Bengali magazine), Anandamela (Bengali children’s magazine), Anandalok (Bengali cinema magazine), Sananda (Bengali women’s magazine) and Sportsworld (English sports magazine).

     

    While some may argue that ABP is entrenched in this polarised Bengali market, others say that TOI will be able to make a definite dent in the market. Call it retaliation or just a good act, but ABP is said to be lowering rates, and increasing the pages of the newspaper. This is something that the Bengali newspaper has not ever done to counter any of the other newspapers’ entry. Meanwhile, it remains to be seen if TOI’s youthfulness will reflect on its Bengali broadsheet as it takes ABP on home turf.

     

    So far, the Bengali print market has been without any incident, and nobody has been able to impact it. A media veteran said that TOI will not have it easy. Why? “The Kolkata market is biased and opinionated. With its regional paper, TOI will not be able to address the local Bengali readers… It may do well in a Delhi or Mumbai where people do not have the time to read opinions.”

     

    ABP, moreover, has emerged as a clear (and consistent) leader in the market. It is true that when the English daily Times of India entered, ABP’s Telegraph did feel the jolt. Currently, in the market of 15-16 lakh readers, APB’s readership is close to 12-13 lakh, according to an analyst who has been observing the market keenly. But media specialists are sure that the TOI Bengali edition will pick up well when it launches, and managing two lakh copies initially will not be difficult for Eyi Shomoy. However, a media veteran noted that even with its marketing muscle, TOI’s Eyi Shomoy may find it tough to get the numbers until it  addresses the Bengali janata the way ABP’s Bengali daily does or is capable of.

     

    Currently, 70-80 percent of newspaper revenues are lapped up by ABP of the Rs 250 crore (rupee/advertisement) Bengali print market. The share of revenue by ABP is much more than readership, noted the media analyst. The idea of ABP’s launch of Bengali tabloid Eyi Bela is probably to target the lower-end advertisers in various districts and smaller cities. This may well become the golden opportunity of revenue for the paper, since it could attract a bulk of advertisers who are not able to advertise in high-priced media vehicles.

     

    Also, Eyi Bela is aiming to attract the growing youth population of the city. Industry analysts are divided given that the commuting culture in the city is different from Mumbai’s. “The evening segment dynamism is missing in this market,” noted an analyst.

     

    However, Sundeep Nagpal, Director, Stratagem Media, differs. He said, “I am actually surprised that no one launched an evening tabloid earlier in this market. Wherever there is a commuting culture, the tabloid can succeed. However, in this case, it is going to be the case of high distribution since an eveninger’s content cannot guarantee readership.”

     

    Even as the politically aligned market is going to see new entrant, the dynamics within the market is also undergoing a change: the rise of double-income couples, the need of smaller retailers to reach out to the aspirational class, evolving youth and rising city phenomenon. The evening tabloid may cater well to this segment.

     

    Media veteran Sajal Mukherjee shared his observation, “The West Bengal market is one of the oldest traditional markets inIndia. One might argue that the Bengali community is loyal to ABP but it is also true that readers want value for money. And loyalties shift depending on the value they get. In the Karnataka market, Prajavani had a stronghold where Vijay Karnataka challenged it and succeeded. Similarly, Divya Bhaskar was able to make a clear dent in the Gujarat market, which was led by Gujarat Samachar and Sandesh.”

     

    “If there is good marketing support in the new market, combined with good benefits to the readers, the loyalty will obviously be dislodged. TOI has had enough experience in the local markets, and it will be a good war to watch in Bengal,” Mr Mukherjee noted.

     

    What may also act in favour of TOI is that they will be able to offer a 360-degree national bouquet on good rate to advertisers. Mr Mukherjee opined that Eyi Shomoy has huge scope to gain the second spot in the market. TOI is already making itself familiar to the local audience by sponsoring ground events. This might work in the favour of the new broadsheet since people will be ready to subscribe to it. TOI is clearly aiming at growth for the future, and is not looking at short-term benefits. The industry veterans note that after Eyi Shomoy hits the 3-4-lakh mark, it might get troublesome for ABP.

     

    But ABP will not let go of its domain so easily. Will it result in a new strategy? Can Eyi Bela actually make a new market in Bengal? And will Eyi Shomoy’s challenge to ABP be tackled more forcefully? Advertisers and analysts might differ, but it is readers who are bound to get the sweetest deal.

     

     

     

  • Ranjona Banerji: Why focus on Asaram Bapu’s copter crash?

    By Ranjona Banerji

     

    On the one hand, TV did as good a job as it could in its reporting on the twin verdicts on Wednesday – confirmation of terrorists Ajmal Kasab’s death sentence and 32 people, including a former minister and prominent Bajrang Dal leader, found guilty in the Naroda Patiya massacre during the Gujarat riots.

     

    However, being TV, they are easily distracted. The continued focus on the CAG report and coal allocations is understandable as is the disruption of Parliament by the BJP. But was it necessary to focus quite so much on Asaram Bapu’s helicopter crash considering injuries were minor? For some reason, the acquittal by the Supreme Court of two suspects in the November 2008 terror case was overlooked by TV. Kasab’s guilt was self-evident – he was seen by millions on TV and captured on film by newspaper photographers. But the other two were caught later by the Mumbai police and have been acquitted by three courts for insufficient evidence. The first time they were acquitted, the inefficiency of the Mumbai police was pointed to by former IPS officer and now activist lawyer YP Singh to a young anchor on NDTV, she was quite upset. She asked shocked, “How can you say that? They work so hard?” It was Singh’s turn to be shocked as he was stunned into silence.

     

    **

     

    By Thursday, the news cycle for television had changed. Karan Thapar on The Last Word on CNN-IBN was worried about whether NAM was still relevant and Sagorika Ghose also on CNN-IBN was asking about education and sports after St Stephen’s College in Delhi did not allow India’s Under-19 cricket captain Unmukt Chand to sit for his exams.
    But the widest search for a subject to save India from itself came from Arnab Goswami of Times Now. He wanted to know why some MLAs from the Karnataka Assembly were travelling abroad on study tours when Karnataka was in a drought situation. The first rule of responsible journalism: first report extensively and comprehensively on the drought situation. After that, look for sensational subjects to shore up your viewership.

     

    **

     

    Newspapers remained more circumspect and traditional and they reported on the two judgments, analysed them and wrote editorials. Most slammed the Modi government in Gujarat, all accepted that the Kasab verdict was inevitable and there was comprehensive explanation over death row procedures. Some debate over capital punishment ensued as well. Nothing untoward or unusual in the papers.

     

    **

     

    However it was unusual that television did not go to town on Narendra Modi’s comments that Gujarat’s malnutrition figures are high because beauty-conscious girls don’t eat enough. Now that would have been an exciting debate to watch on Times Now. Really, India wants to know.

     

  • The Anchor: 5 old-school rules for today’s writers

    By Vidya Heble

     

    #1 Your story got laughed at.

    You wrote that fancy intro – and the editor read it out, mockingly, to the rest of the newsroom staff who chuckled while you stood there red-faced. This is exactly what happened to me, and I remember which story it was as well as the lavender prose that I thought made a great opening paragraph. Lesson: There’s a difference between lyrical and laughable, and the quicker you learn it, the better.

     

    #2 Your story got mangled.

    Maybe your language wasn’t clear. Did you try to write fancy? If so, the sub-editor didn’t get it. The end result – your story ends up very different from what it was supposed to be. Lesson: Write simply and clearly.

     

    #3 Your story died.

    There were times when your carefully composed prose just vanished. Was there a black hole into which it had gone? Yes, it was called the news editor’s dustbin, and if you asked why that had happened, you got sat down for a lecture, if you were lucky, or more likely ridicule. Lesson: If you want it to survive, write it well.

     

    #4 Your big story of the day was an obituary.

    Newbies were taught the hard way, and the deceptively simple obituary or death notice was among the starting courses. You had to get it right, and if you didn’t, you got – yes, ridiculed. Lesson: No job is too small, no story too simple.

     

    #5 You rose the hard way.

    You worked your story well, you wrote it well, you cooperated with the editing desk to make it look good. And when it shone, you got that boost. Not like today where one rises at the job almost as easily and quickly as one rises in the elevator. (By “pushing the right buttons”? Wicked.) Lesson: It may seem as if hard work doesn’t pay, but you get a reward that the easy risers don’t.

     

    Vidya Heble is Deputy Editor at MXMIndia.com.

     

  • Strong branding, high ad spends key to growth of consumer goods cos

    By Jwalit Vyas

     

    Consumer goods companies which have consistently invested in their brands in the past few years are likely to outperform their peers who curtailed their advertisement expenditure in a high inflationary environment.

     

    During the last fiscal, companies such as HUL, Dabur, Marico, Nestle and Jyothy Laboratories had significantly cut down their advertisement expenditure to protect their margins as high raw material prices were hurting. For instance, HUL brought down its advertisement to sales ratio in FY12 by 250 bps to 11.5 per cent, the lowest in the last three years. Similarly, Dabur India’s domestic advertisement to sales ratio was at 10.6 per cent, its lowest in the last four years. Jyothy Laboratories’ advertisement to sales ratio was only 6.5 per cent.

     

    Compared to this, companies such as GSK Consumer Healthcare and Colgate have a higher advertisement to sales ratio and have been consistent in their brand investments. While GSK Consumer Healthcare’s advertisement to sales ratio has been consistently over 15 per cent for the last few years, it has been around 13 per cent for Colgate. This will allow these companies to sustain their sales growth and enjoy higher pricing power. Also, these companies will have flexibility with their spending in the coming quarters.

     

    Strong branding also allows these companies to have a better pricing power and, hence, higher profit margins. The PBIDT (profit before interest, depreciation and tax) margins of GSK Consumer and Colgate are the highest among the lot. In FY12, PBIDT margins of GSK and Colgate were above 22 per cent and 24 per cent, respectively, while that of others were below 20 per cent. HUL, Dabur India and Marico’s PBIDT margins were 16 per cent, 17 per cent and 12 per cent, respectively.

     

    Interestingly, in the June 2012 quarter, companies which lagged behind have also started to increase their advertisement spends. Dabur, HUL, Marico and Jyothy Laboratories increased their advertisement spend by 51 per cent, 30 per cent, 60 per cent and 77 per cent, respectively. This is likely to continue in the coming quarters as advertisement spend is the key driver for sustainable growth.

     

    While the sales growth in the previous fiscal was mainly driven by price hikes, volume growth will be critical in the current year to sustain growth. As gross margins are likely to improve for all the consumer products companies due to stabilising raw material prices, the rise in advertisement spend will offset this and restrict the improvement in profitability. However, GSK Consumer and Colgate will have no such constraints. Also strong marketing activities in the earlier quarters will ensure strong volume growth for these companies.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Reviewing the Reviews: Joker

    Joker

    Key Cast: Akshay Kumar, Sonakshi Sinha

    Written and Directed By: Shirish Kunder

    Produced By: Farah Khan, Akshay Kumar

     

    Joker jokes had started making the rounds on the net when the first promos came out. By then Shirish Kunder’s stock had already hit a low in Bollywood (for reasons other than his filmmaking) and it was as if people wanted to hate the film… and to make it easier, Kunder delivered a custom-made dud of epic proportions. No wonder everybody connected with the film deserted the sinking (space)ship. It’s an embarrassment the makers won’t be allowed to forget in a hurry.

     

    It got panned universally with one or 1.5 star ratings. Karan Anshuman of Mumbai Mirror was one of the few relatively kind ones with 2.5 stars. He wrote, with uncharacteristic generosity . “I’ll give credit to Kunder for attempting to execute new (strictly relative to a mass Indian audience) ideas in a commercial set up. I found his last directorial venture Jaan-e-Mann good fun as well for its experiment in the mainstream. Unfortunately it didn’t work at the BO, and now I wonder about Joker. Let’s be perfectly clear that Joker is not for you if you’re over 12. This is a kids’ film and must be considered, ie reviewed, as one. That it has not been promoted as a children’s movie is confounding because surely the producers did not mean for it to be seen and enjoyed by thinking adults. Once you accept this, at a breezy 105 minutes, some sense can be made of this Joker.”

     

    Anupama Chopra of Hindustan Times wrote, “Joker testifies to the power of the star in Bollywood. It is staggeringly inept. I can’t imagine that it was persuasive even as a concept. Yet it got made, in all likelihood because Akshay Kumar said yes. (Curiously, after making it, he disengaged from the project and didn’t do any promotion)….. The humour is so lame that it physically hurts and, by the second half, the film loses all semblance of coherence. The White House, the FBI, the Indian Army and aliens who look like vegetables with limbs make appearances.”

     

    Rajeev Masand of IBN Live commented, “It’s easy to write off Joker as a complete failure, but to give credit where it’s due, the film is less offensive than many Akshay Kumar films we’ve seen recently. Devoid of double-meaning dialogues and sexist jokes, there is stuff here that might have made for an engaging children’s film, had Kunder not fallen prey to that oldest mistake – of treating his audience like fools…. Joker unfolds briskly and predictably. Alas, just as you’re confronted with an unpredictable twist in the tale, the film comes to a screeching halt. Once again, an opportunity wasted. ”

     

    Shubhra Gupta of the Indian Express was left aghast. “At one point, a character in Joker says : sweet mother of god, what the hell is going on? In my humble opinion, he leaves it too late. I tried saying much the same as soon as the film opens, but I couldn’t get it passed my dropped jaw. Within a couple of minutes, the films establishes that it will connect the dots between a NASA scientist in search of aliens, and a village that fell off the map somewhere in the middle of India, and a bunch of ‘mad’ people. A NASA man in search of aliens? A village populated by ‘maniacs’ that fell off the map somewhere in the middle of India? Seriously? Could this be the film that would really be completely and entertainingly out of the box? I was all set to be regaled. But it was not to be, not once in its mercifully short run time of less than two hours.”

     

    Raja Sen of rediff.com scoffed, “So what happens if a film — one ostensibly in the guise of a comedy — doesn’t try too hard? The humour here isn’t grating, overdone, outrageous, offensive, excruciating, unwatchable. This, then, may just be an approach that could be called a step forward in an Akshay Kumar comedy if only the aforementioned humour wasn’t also nonexistent. There isn’t a single line in Kunder’s film that actually works, leaving us with a film that, while commendably brisk in a 100-minute package, refuses to get going at all.”

     

    Saibal Chatterjee of NDTV ranted, “Joker is a crude joke of a film that will leave you in tears unless you have a stomach strong enough to digest such unmitigated junk. Occasionally, trash does have its uses in the domain of entertainment. But when it decomposes and turns into putrid garbage, it stinks. Yes, Joker is a load of rubbish that belongs in the dump yard.

     

    The single star that the film gets is for the fact that Joker is probably the first mainstream comic fantasy made in Mumbai. That apart, it has nothing that remotely resembles a redeeming routine. Pity, even Chitrangada Singh’s Kaafirana dil can make no dent. What Joker delivers in the garbled guise of the genre plumbs such depths of vapidity that it stands no chance of ever coming up for air. The run time of the film is an hour and forty-five minutes. Thank God for small mercies. But even at that length, Joker is difficult to deal with.”

     

    Even Taran Adarsh of bollywoodhungama threw up his hands and called it a disaster. “Although the title may give an impression that it’s all about a funny guy trying to make people laugh, the fact is that this one’s about guys pretending to be aliens and how, eventually, they face an actual alien in the end. On the brighter side, the setting and structures look magical and to build an entire story around a desolate village must have been enchanting. But interesting concepts don’t necessarily translate into interesting films. Joker runs out of gas as soon as director Shirish Kunder establishes the plot, because neither does the comic quotient work, nor do the aliens [fake and actual] salvage the show. In fact, the film makes a mockery of everything you may have seen or heard of UFOs and aliens.”

     

    There’s always the TOI’s 2.5 to salvage egos. Srijana Mitra Das write, “Straight up - Joker arouses extreme passions. You’ll love it or hate it. It’s a totally off-the-wall entertainer powered by corny jokes, OTT filmi characters and tongue-in-cheek sequences. If you like that sort of thing, you’ll laugh out loud. If you don’t, it’s not for you.”

     

    The question then is: who is it for?

     

  • Anil Thakraney: Sur Kshetra of commerce & politics

    By Anil Thakraney

     

    Raj Thackeray’s party has announced that they will disrupt the shooting of the new musical reality show called Sur Kshetra. And the VIP juror, Ms Asha Bhosle, has sweetly turned down their demand to exit from the show. All this tamasha because some Pakistani performers will do their number on the said reality show. At the time of writing this piece over the weekend, there’s a stalemate.

     

    So then what must the channel, Colors, do? Well, they can’t alter their programming at this stage, that’s for sure. Not just because costly contracts have already been signed, am quite certain a whole lot of the shooting is already completed. Also, and the channel CEO won’t admit to this for obvious reasons, secretly they might be thrilled with Raj’s diktat. Solid, free publicity is always welcome. Especially for a super expensive entertainment TV show.

     

    Anyway, this is not the first time an agitation has been threatened against TV shows that feature Pakistani artists. And it’s not going to be the last time either. The view that the channels always take, that these shows promote peace and harmony amongst the two nations, is bunkum. If music and sports could have solved the Kashmir dispute, then it would have happened a long time ago. The only reason the Pak artists get invited here, is because they sell. We may not love our neighbour very much, but we are quite curious about them, and are keen to see more of them. So there’s only commerce behind the idea of inviting the ‘enemy’.

     

    Now, let’s assume for a second that this situation is worrisome for the channel chiefs, that they don’t really want this recurring headache. In which case, what’s the way forward? Because this issue will keep cropping up again and again. In my view, the answer is very simple: They must threaten to shift their shoot locations out of Maharashtra. Perhaps a threat of that sort would panic the ruling state government into some kind of action.

     

    And where might they choose to go? Very simple! Motabhai Narendra Modi, India’s only business-savvy CM, is waiting with open arms. He loves taking in businesses booted out by politicians in other states. Ask Mamata Didi.

     

    ***

     

    PS: This one is especially for all the underpaid, overworked, harried young account executives in advertising agencies. Who are made to do all those thankless, ridiculous chores. Including putting the boss’s glitzy presentation together. 🙂