Category: BLOGS

  • Anil Thakraney: Dear News Channel Editors…

    By Anil Thakraney

     

    Er, we don’t want to hear about or watch any of the following, most of which seems to be getting prime time coverage from you guys. Either you’ve run out of news or have run out of edit judgment or both.

     

    Please go easy on the political turbulence in Pakistan. We really aren’t interested in their internal machinations and electoral problems. Whichever government or army chief comes to power, their India obsession will go on anyways. And Kasab’s cronies will try to slip in anyways. Tell us the ‘moti moti baat’ and cut them out. Please.

     

    And the army general’s age? Really, we are fed up of figuring out his date of birth, and frankly, we don’t care. We have to worry about the potholes that have sprung up on a newly built flyover. And to think the officer isn’t even a lady that we must pay so much attention to the age. Hatao, yaar!

     

    Please don’t overkill on the UP assembly elections. I know most of you editors are located in Delhi and therefore politics runs in your blood. And that you are obsessed with Rahul Gandhi’s shenanigans, but the rest of us in India aren’t really crazed about the battle between Maya and Mulayam. Also, whoever comes into power, the mass migration out of the state isn’t going to end. So cool down, people.

     

    Kindly snip out those TV shows where the usual suspect ‘experts’ dole out gyaan on why India got thrashed by Australia. There’s only so much we can take about ‘Indians should have batted, bowled and fielded better’. Yaawn! Either invite some totally fresh minds to your studios, or knock this faltu ‘analysis’ out.

     

    No more Kolaveri tidbits, please. The song is screaming out of our ears and lungs already. There’s only that much you guys can milk a good thing.

     

    Oprah’s only ticket to fame is a TV talk show. That too back in Amreeka. So okay, you told us she’s around, she’s partying and she’s shopping in Colaba. Cool. Now can we leave her alone, please? I’d rather you told us a bit more about that deadly tuberculosis bacterium. Or, you could invite Oprah to conduct a talk show on it. That would be nice.

     

    Thank you in advance!

     

    ***

     

    PS: The quick history of advertising. From 2000 BC to 2011 AD. With the help of cool illustrations. Enjoy!

     

    Link: http://mashable.com/2011/12/26/history-advertising/

     

     

  • The Anchor: 6 mantras for starting a magazine

    By Shivani Darshan

     

    #1 Homework. Always understand who your consumers are; more important, who your competitors are. A good, in-depth understanding of the market will allow you to create a solution for the end users.

     

    #2 Eye on Money. Many businesses fail because they forget to focus on the revenue stream. Great paper, great pictures and articles account for nothing if you do not have advertisers and subscribers. Keep your focus and energies targeted on the money.

     

    #3 Supplier Management. Always keep your suppliers, vendors, contributors on check and keep a good backup at all times. Many startups fail to have backup writers and printers, and end up being blackmailed by a few good ones. Do your homework and always keep options open.

     

    #4 Money Management. Most startups fail to keep cash flow in check. Negotiating credit period and collecting money on time are some of the most difficult things to do when you start something new. Master this and you are ready to do business.

     

    #5 Future Planning. One of the biggest needs in today’s environment is to keep the future in mind. If you are launching a magazine you should also plan an ezine (e-magazine). After all the future is e-publishing and not paper publishing. The market is changing and today’s businesses need to be dynamic and ready for change.

     

    #6 Have Fun. Most people work so hard that they forget to have fun. It’s no use launching a new business if you are not going to enjoy doing it. Have a fun-filled atmosphere in your office. Always remember, a happy team is a productive team.

     

    Shivani Darshan is the Managing Director at Boutique Publishing India Pvt Ltd.

     

  • Anil Thakraney: An unconfident nation

    By Anil Thakraney

     

    Media ODing on three news items last week caught my attention. And it made me feel, both, confused and agitated. Confused, because the relevance of these stories eluded me. And agitated, because they show a nation of crores of people in a very poor light.

     

    First, the media going ballistic over Oprah Winfrey. Big time Indian celebs behaving like crazed fans and fawning over her like wannabes. And excitedly uploading their smiling pics, in the company of the exalted lady, on Twitter. The grand finale: Fisticuffs between Oprah’s bodyguards and some journos in a small town. Hello, what’s going on? The lady is just a talk show host, that’s her ticket to fame. So she’s made a little brand of herself, but she’s still a talk show host. Would Barkha Dutt, our own chat show girl, evoke such hysteria in America? I would be surprised if they noticed her on the streets of New York City. And after all the brouhaha, Ms Winfrey has sworn never to return to India. When will the Indian media learn to get some balance in its reportage.

     

    Later in the week, journalists lost their heads when it was learnt that the notorious mischief monger Salman Rushdie wasn’t going to make it to the Jaipur Lit Fest. And the breathless coverage gave me a huge jolt, I thought a tsunami had hit the Thar desert. Who really cares if Rushdie arrives or not? He keeps coming and going, in any case. Would the Lit Fest be a disaster in his absence? I can assure you, the one person who must be quietly sniggering over this media tamasha is Rushdie himself. This is exactly the sort of stuff he covets; it keeps him in the public eye.

     

    Then there was that collective outrage over the juvenile comments made by the BBC’s Top Gear host. On our loo habits. And this made the media lose its knickers. Oh, please!

     

    I don’t know if this has occurred to our content heads and editors, but this ‘phorein’ fixation after over 60 years of Independence is showing not just our media badly, it’s projecting India as a very unconfident and slavish nation. Let’s move on, people. Enough of ass licking these buggers. Let’s look inward, we have many problems of our own, and they need urgent attention.

     

    * * *

     

    PS: Happy that at last historian Ramchandra Guha has created his own website. It’s a collection of his best essays, apart from other stuff. Quite valuable. Because Guha isn’t just a columnist, his views give us glimpses into this nation’s past and present. It’s a treasure trove, really.

     

    Link: http://ramachandraguha.in/

  • The Anchor: 5 things young talent should do before drafting a brand idea

    By K V Sridhar

     

    #1 Listen to the client: Listening to the clients at various levels of brand management will give you a deeper understanding on the issues facing the brand. It is important to know where the problem or the challenge lies; at times the symptoms can be misleading and point towards the advertising while the issue could be availability of a certain pack size or erratic distribution. Remember, communication is only one of 10 things a brand does.

     

    #2 Listen to peers: Listening to peers in the Industry or within the agency will give a good intuitive outsider’s unbiased perspective. I believe perceived problems are more dangerous than real ones. Hence the check.

     

    #3 Listen to the consumers: Listen to their life views and then their views on consumption of various product categories, before you probe into yours. People are passionate about life, not products or brands, hence talk to them as people, not as a specialist trying to run an experiment.

     

    #4 Listen to your mother/ wife: Often they give a selfless view on brands and their behaviour, they do not hesitate to use harsh words if required to describe the reality. This may even help you to get newer or deeper insights into life and the category.

     

    #5 Listen to yourself: Having listened to everyone, you have won the right to listen to yourself, use your intuition to come up with a solution which in your judgment will answer the issues or meet the challenge. In the final analysis you need to be convinced about the idea, which can potentially solve the problem. This conviction is what the clients are looking for or paying you for.

     

    Contrary to popular belief, this profession is all about listening, thinking and making a judgment call – rather than talking and then thinking while talking.

     

    KV (“Pops”) Sridhar is the National Creative Director of Leo Burnett, India.

     

  • Some clarity on Rushdie, please!

    By Ranjona Banerji

     

    The case of Salman Rushdie and the Jaipur Literary Festival gets curiouser and curiouser. After the Deoband seminary asked that the writer be denied a visa to attend the festival, Rushdie clarified that he did not need a visa to visit India. Newspaper articles and TV debates focused on freedom of speech and the sentiments of Muslim voters keeping the UP elections in mind.

     

    After a couple of days of confusion, the Rajasthan government said it feared violence if Rushdie showed up. Soon after Rushdie announced he wasn’t coming because of death threats reported by the Mumbai and Rajasthan police. It took The Hindu to break the lies off that story – there were no such threats said the Mumbai police and they had passed on no such information to anyone. The Rajasthan police then corroborated this and the Rajasthan government waffled on about how they felt there was a threat and the Union home ministry also issued an advisory about a threat and then said that the government was willing to provide security.

     

    So far then we have examples of religious sensitivities, an election, a controversial writer and governmental pusillanimity. By now, confused readers and viewers were weeping for a comprehensive report putting all these diverse elements together. No such luck. Front page news and top of the hour headlines give you updates but not explanation and analysis.

     

    Editorials and opinions were still about freedom of speech and not so much about all these other angles popping up. India’s long and controversial history of dealing with “sentiments” also needs better examination. Sidharth Bhatia has commented very aptly on our fear “offending” sentiments in Asian Age/Deccan Chronicle. Fali Nariman on the Indian Express edit page points out that blasphemy laws in the UK apply only to Christianity and are still in use.

     

    The additional problem now seems to be that the organisers showed some extra caution or cowardice – depending on how you look at it – by seemingly giving in to official pressure. Apart from a little hysteria on TV from the Hyderabad-based Asauddin Owaisi of the MIM, not enough effort has been spent perhaps speaking to Muslims and their representative groups about the issue, except perhaps by Mohammed Wajihuddin on the Times of India and by the Indian Express.

     

    **

     

    TV and the newspapers have kept up the pressure as far as the story goes, however. Extra twists have come from four writers, who in protest, read from Rushdie’s Satanic Verses, which is still banned in India. These writers were then either asked to leave the festival or left of their own accord. Again, reports are confused. Writer Hari Kunzru writes on his blog that he read from the book as a form of protest but seems to imply that the organisers wanted him to go since they had been “advised” of a threat or arrest. Jeet Thayil is quoted as saying that the organisers did not ask him to leave per se and they must have their reasons. Ruchir Joshi writes in India Today that Rushdie should be judged on fact not fiction.

     

    Everywhere then there is this “perceived” threat from some or the other Muslim groups but it’s all very bewildering. Nowhere have there been reports of massive street protests by Muslims or vandalism or anything similar. The organisers have appeared on TV saying that Rushdie chose not to come and that they had even at the last minute informed him that the Rajasthan government was willing to provide security. Yet, according to TV reports on Monday morning, even a video link up to Rushdie was seen as a terrifying idea.

     

    **

     

    Clearly, what we need is clarity! If someone could please do a little investigation and give us the real and perceived threats and figure out who is really in danger, other than the Indian Constitution.

     

    eom

  • Debrief: Titan Raga: Great attitude

    By Anil Thakraney

     

    Titan Raga has released a new commercial with brand ambassador Katrina Kaif. And it strikes the right balance between attitude, lifestyle and product.

     

    In the commercial, Katrina appears all set to go off on a journey, but her plans get scuttled by a sudden text message, apparently from her boyfriend, saying: “My flight’s cancelled, let’s postpone our trip.” (Incidentally, this isn’t Salman Khan’s message, and I say that for one significant reason: Bhai cannot craft one English word without glaring typos.) Disappointed, but only for a moment, the sprightly actress decides to carry on with the journey. She grabs her Titan Raga, and invites her mom to join her. Both zip off in a car, grooving to a cool track.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=oCGsUqI3RW4[/youtube]

    Nice commercial. Highlights the ‘Life is now’, never-say-die spirit of young urban India. Katrina looks glam and the situation is endearing. Mother and daughter living it up together warms the heart. And there’s just enough branding in the film, it’s there but it’s not in your face. Simple idea, zippy execution. Good show.

     

    Just one small gripe: Did Kats have to ask her mom out ONLY because her partner let her down? Couldn’t she have done it anyway? Wouldn’t that have been cooler? But, no matter. It still works.

     

    Rating: (On a scale of 1 to 5): 3. Brand and attitude nicely matched.

     

  • 6 reasons why wall graffiti advertising attracts brands

    By Mihir Mody

     

    #1 Wall advertising is cost-effective

    These campaigns act like small billboards, which are comparatively cheaper than hoardings and give distinct visibility in any part of India. It is a cost-effective method of communicating with the people.

     

    #2 Shapes, sizes and more…

    Brands get a variety of options to reach out to consumers. Wall paints can be done in any shape and size and at any location according to the target audience.

     

    #3 Effective media

    It is the most effective media in reaching masses – it reaches the small town as well as interior villages across the country. For example, if a firm has a Rs 20 lakh budget, it can cover any state deeply.

     

    #4 Different strokes, different flavours

    Painting in regional languages with good innovation can create high brand awareness among the local population. It is easy for people to connect with that brand which creates a brand image with a local touch.

     

    #5 Wall paintings have rural reach

    There are a number of brands which target semi-urban and rural audiences. For them wall painting is an excellent way of reaching these audiences en masse. They can reach out to nearly 75 percent of the rural audience. Wall paintings create a better impact through good visuals as they target uneducated people across the country.

     

    #6 Longer shelf life

    Wall paintings have a longer shelf life as compared to other media. They can give distinct visibility for a longer period of time which other media fail to do. A TV commercial, for example, has a shorter span of time – a few seconds – while on the other hand print media (newspapers) have a short span too, of one day.

     

    Mihir Mody is Founder and CEO, Adwallz.

     

  • Gouri Dange: Writing a novel? Who isn’t?

    By Gouri Dange

     

    We are in the midst of an epidemic – an overabundance of unimaginative, thinly-veiled autobiographical pretend-fiction: how I loved and lost in IIT; how I lost and loved in JNU; how I was Cinderella in med college; how I was Cinderella’s ugly sis in IIM, and on and on and on.

     

    My uncle, his neighbour and his neighbour’s sister and her brother-in-law and their cocker spaniel – they’re all writing a novel, it looks like. Ever since Arundhati wrote about ordinary things happening in ordinary places and their far-reaching impact, all of us Indians have come uncorked with our stories.

     

    Now don’t get me wrong, I’m no snob who believes that English fiction writing is the exclusive turf of the chi-chi haw-haw strata. Or that fiction has to come from the deep tortured insides of a writer. I don’t care about the distinction between high brow and low brow and middle brow and no brow. Everything is narration.

     

    What I find (as a reader and as a book editor who reads the works of hundreds of hopefuls) is that too many aspiring Indian writers in English are totally mired in autobiographical material. Again, nothing terribly wrong with that, all writers ‘mine’ their minds and lives. Why, however, a lot of it is unreadable is that many writers are simply unable to take what happened to them and universalize it in any way. The autobiographical never makes the jump to the kind of writing/narration to which other people can relate and in which they can hear echoes.

     

    If the memories and incidents from the past came with any kind of emotional/social/intellectual insights, these stories might have held some interest and become publishable. This is not the case. There is nothing touching or instructive or engrossing or revealing in any of the strings of episodes that a lot of people choose to simply prattle on about.

     

    So much unpublished guy writing (called lad-lit, like chick-lit) is about life in school or engineering college hostel, and monotonously tells you about the adolescent crush on another boy, or the English teacher, the smoking/drinking experiment, or goes into excruciating and baffling detail about the physics lecture. It often boils down to nothing more than those ‘hey remember when we were in college…” kind of reminiscences that are ok when you’re sitting around with four friends, but does not make the cross-over to being readable literature, frankly.

     

    It’s the same with a lot of young (and old) women writers, who are putting in a lot of hard work, no doubt, in telling stories that no one wants to hear. That’s because, again, the stories simply don’t ‘travel’ from the writer’s life, to touch the life of the reader.

     

    The minute you say this kind of thing (as kindly as possible) to a person who wants to be published, sadly, the response is something like: “Oh everyone can’t be a Rushdie.” But I’m not talking Rushdie here at all. I’m not talking about ‘classes’ versus ‘masses’ kind of distinctions. I’m all for more easily accessible writing, but if you’re writing fiction (and not just your autobiography), it has to grow horns, a tail or two, some sharp nails, some moments and nuances in the content as well as in the way you tell it. Or else it’s just canteen (or kitty-party or chai tapri or board-room) chit-chat trying to pass off as fiction.

     

    Sometimes, people write down stories or incidents/anecdotes from their life to better understand the past and its impact on the present. It is therapeutic, perhaps, this exercise. And I’m all for it. However, this does not necessarily automatically transform it into a piece of writing that is accessible and/or of interest to anyone else. For this kind of self-examination to turn into fiction of any kind of wider appeal, much more would need to go into it.

     

    The art and craft of writing is definitely more demanding business than simply uncorking your memories and theories, is what I’m trying to say here to all of you (us) working so hard and hoping so fervently to be published. Self-absorption and contemplating your navel are rarely the right tools to become a good writer, frankly.

     

    There are so many avenues for people wanting to talk about their pasts or their presents, without having to do the complicated hard work of fictionalizing and universalizing the story. There are blogs, and chats or diaries or amateur, informal writers’ forums.

     

    There is a Marathi sentence that I always find very touching when people use it: “Mala kahi sangaychay” – ‘I have something to tell’. This is a universal impulse – but that doesn’t necessarily make it literature. Hemingway put it wonderfully: “All good books are alike in that they are truer than if they really happened and after you are finished reading one you will feel that it all happened to you and afterwards it all belongs to you: the good and the bad, the ecstasy, the remorse and sorrow, the people and the places and how the weather was.”

     

    If you can do that, you are a writer.

     

    Naming no Names is the mid-week column where novelist, columnist and counsellor Gouri Dange presents her tongue-in-cheek view of our world.

     

  • Anil Thakraney: ‘Giving’ season for Bollywood & TV-land

    By Anil Thakraney

     

    It’s that season when many organizations will gave away many awards to many Bollywoodians. And the number of award givers is increasing with time, and I hope it stops right here. It would be a joke if in the year 2020 we have stars lining up for 30 events. Rather, I wish there were, at the most, two ceremonies, so that the awards are truly coveted and valued.

     

    Aside from numbers, there are many problems with these awards shows in the Indian context, and for their own credibility, the organizers must do their damndest to sort them out.

     

    For one, there must be absolute integrity in the judging process. Everyone and his father knows some winners get picked by non-jurists. Often either by the organizers themselves or by their sponsors or associates. And this gets amply proved when everyone who attends the show gets an award, and only the winners land up for the events. This is not the way it pans out either at the Oscars or the Golden Globes. And that’s the reason why Aamir Khan shuns these tamashas. Surely there is a way to deal with this continuing malaise. Maybe the will is lacking.

     

    Two, since all the moolah comes from television rights, these shows are tailor-made for the tube. Quite a few acts don’t happen on stage, they get inserted in later. This makes no sense. If the stars are going to perform on stage, then they must do so in real time, in front of the hundreds of people in the audience. Because capsules get inserted in later, the show looks pretty artificial and scripted. Again, nowhere does this happen in the world. Organizers must make it mandatory for performers to perform live. That’s the beauty of an event. If we wanted to watch recorded stuff, we’d watch the regular TV shows.

     

    And third, because these events get packaged as TV dramas, awards become the side show. ‘Extras’, in filmi lingo. In fact, awards for vernacular films and for the technical crew get done in a big rush, so that the entire time and energy goes into entertainment. Which is dance and thakela banter. Awards should be the big act, the rest of the stuff woven around them.

     

    Lots of issues to be dealt with, and I am not even talking of the shoddy camera work. Hope one day we can put out an awards show that the West will envy and emulate.

     

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    PS: If you haven’t watched ‘Shattered Glass’ already, you should quickly grab the DVD. Especially if you work in the media. It’s the story of a young reporter who cooks stories and quotes to quickly rise up the hierarchy. And also to deal with the intense pressure in the newsroom. This can so easily happen to any young journo. A warning for everyone.

     

  • Time for media to not get jingoistic

    By Ranjona Banerji

     

    After all the tears and threats, Salman Rushdie appeared on NDTV and said whatever he wanted – including praising his controversial Satanic Verses – in an interview with Barkha Dutt. So that’s a lot more potential viewers than at a literary festival – so much for fears of riots and violence.

     

    It is amusing to see that “liberals” are now a legitimate attackable category of people in India. Religious and social fundamentalists on television have a field day since liberals uphold the Constitution and other wishy-washy stuff like that. In print, several Muslims, prominent and otherwise, have said that this whole “ban Rushdie” idea is unacceptable – The Times of India has a report – but these presumably “liberal” Muslims do not usually find their way on to TV. The reasons are clear – they may not provide enough provocative drama.

     

    While Rushdie was calling Deobandi’s “dreadful people” on NDTV, Rahul Singh wondered on Times Now whether many Sikhs in the UK were not former Khalistanis! Everyone now in the mood to call spades shovels? TV has got needlessly exercised about this whole Jay Leno-Golden Temple fracas; today’s newspapers tell us that Sikhs in the US are not bothered by it. We also learn that Vylavar Ravi, Union minister for Indian overseas affairs, had not even seen the Leno show and did not know exactly what offence had been committed.

     

    The media needs to stand up and take a call about not getting all jingoistic about perceived insults. I have to side with Markandey Katju here – surely we have other things to worry about?

     

    **

     

    Republic Day tomorrow and I fear it is my cynicism, long years and grey hair which makes me feel like newspapers are really paying lip service and doing nothing new. The last week told us that our children are educated, our babies and young mothers are dying and we have no sanitation or hygiene systems to speak of. But we have to periodically be told what a great and wonderful country India is. The marketers and the believers in “good news” will get upset otherwise. O dear, I sound like Katju again.

     

    **

     

    The upcoming assembly elections are taking up newspaper space but not TV time. The reasons for this are obvious – TV in India thrives on sensationalism, so unless Mayawati sends another aeroplane to Mumbai to buy shoes, we will have to read not hear what she’s up to.

     

    **

     

    Mid-Day turned into a broadsheet for the day, for marketing reasons, but it actually looked quite nice.

     

    **

     

    India’s run in Australia has clearly upset our media so much that cricket is now restricted to the sports shows and pages. This is some change from the usual. Having said that, some very good daily cricket analysis from Ayaz Memon in Mail Today – he doesn’t hold his punches but given his experience, doesn’t fall into our current
    mood of patriotic funk! Insightful and scathing both.

     

    While on sports, it’s good to see tennis and the Australian Open sharing news space with everything else. (Go Federer!)

    Ranji matches have also been getting a fair run in newspapers.

     

    **

     

    And, Happy Republic Day!

     

  • Anil Thakraney: Freedom of expression – conditions apply

    By Anil Thakraney

     

    I write this piece on Republic Day. And, in the fitness of things, would like to discuss that much used and abused phrase, ‘Freedom of speech’. The only sad thing is that on this occasion the debate has been fired by that rabble-rouser called Salman Rushdie. Wish the trigger had been a nobler soul.

     

    Anyway, let’s first understand Sir Rushdie’s latest antics: I can assure you the colourful author is extremely thrilled with all the free attention he just got at the Jaipur Litfest. And he must be celebrating the drama over some hard stuff. In fact, Vinod Mehta was being quite accurate when he said, during a TV debate, that Rushdie himself ‘inspired’ all the madness involving him.

     

    I have been writing quite edgy columns and stories in the mass press and the trade press for some years now, and I have had my share of dissing and abuse from readers. Not only do I treat negative feedback as par for the course, I encourage it because it helps further dissect an issue. It provokes thought, and in my world view, that’s the whole objective of writing. Sugary puff pieces do not lead to any change (apart from inflicting diabetes) and are therefore a waste of time. Given that ideology, I obviously support and cherish the freedom of speech we enjoy in this country. And yet, I have no time or respect for people like Salman Rushdie and MF Husain. No, they certainly did not deserve violent threats, but it’s equally true that they abused the freedom of speech.

     

    So here’s my own stand on the matter. No, the freedom to express isn’t conditions-less, it carries with it a great deal of responsibility. As writers and artists, while we must provoke thought, we must never hurt people by trashing objects/issues close to their hearts. Trashing and making fun of religion leads to no change at all, it’s simply a mischievous trick to get instant attention. Exactly as a naughty pupil would chuck a piece of chalk at the teacher to get her attention. In all these years of writing, I have taken utmost care not to mock people’s religious beliefs or scoff at their faith. Sure, we can and must discuss religious practices, even debate them, but we must NEVER take ‘creative liberties’ with holy figures. I did not go to a communication school (in fact, I studied microbiology!) but this is like common sense stuff for me.

     

    So let’s get this right: Rushdie had no business making fun of the prophet. And Husain had no business sketching goddesses in the nude. Both gentlemen, both very intelligent beings, knew perfectly well there would be a backlash. They courted trouble, got it, and then paid a price for it. Therefore I have no sympathy for them. Since Husain saab is gone, all we can say is may his soul rest in peace. As for Rushdie, his continued belligerence and irrational support from his fans is quite worrying. This means quite a few literate people still haven’t understood the idea of freedom of expression.

     

    No, it isn’t absolute. In fact, nothing in this world is absolute except for the vodka brand.

     

    ***

     

    PS: Was recently reminded of David Ogilvy’s hottest tip for writing great copy. This is for the benefit of those who may not have read his books: “If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy.” Have fun. But drink responsibly. And more importantly, create responsibly.

     

  • The Anchor: 5 reasons online radio will grow in India

    By Prashant Panday

     

    #1 Variety in Music Programming

    As internet radio grows it will offer much more variety in music programming. The internet is the future of everything, and radio happens to be part of it. Radio is currently hamstrung by the music royalty license issue, but we hope that it will get sorted out soon. Once that happens, all Indian radio stations will be available online.

     

    #2 No Geographical Boundaries

    Geographical boundaries that exist today will be demolished. What will happen is that a listener in Mumbai will be able to hear a Delhi radio station and vice- versa, or a New York station in Mumbai etc.

     

    #3 Higher Interactivity

    There will be far higher interactivity. For example, if I like a song, I will be able to download it instantaneously. In fact, download speed will further increase as 4G services will be available; and as broadband internet penetration increases, it will bring more users on board.

     

    #4 It Will be Wonderful for Artists

    As online radio grows strong it will help artists make a mark in the music industry merely on the back of great content; whereas today, a whole lot of marketing support is required.

     

    #5 New Challenges and New Opportunities

    For broadcasters it will bring new challenges because there will be much more competition, it will also offer new opportunities because then the whole world will be our oyster.

     

    Prashant Panday is CEO, Radio Mirchi.