MxMIndia

Category: SANJEEV KOTNALA

  • MxMIndia columnists and industry experts Shailesh Kapoor & Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday. Presenting their views

    BARC-ing up the right tree!

     

    MxMIndia columnists and industry experts Shailesh Kapoor and Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday (*See Disclosure). Presenting their views

     

     

    BARC-ing up the right tree!

     

    By Shailesh Kapoor

    This week, BARC (Broadcast Audience Research Council) conducted roadshows across four cities, sharing important details of the new audience measurement system, to be implemented soon. While we did not get a specific date when the first ratings will be rolled out, there was a lot of new information shared in the roadshow, especially on the universe and the sample design.

     

    The details of what was shared should shortly be available in the media, including the BARC website. Hence, I can stay away from writing about them. It is suffice to say that there are sea changes, not incremental ones, over the current measurement system, not just in terms of the panel size and the market coverage (inclusion of rural being the mega addition), but in terms of the sheer approach to how the new system has being envisaged, both in terms of technology and data credibility.

     

    But what impressed me even more was the candor and warmth with which the roadshows were conducted. In the Mumbai roadshow that I attended, BARC CEO Partho Dasgupta and Technical Committee head Shashi Sinha made the main presentation. They were later joined by technical committee member Paritosh Joshi, and together, the three answer more than 20 questions from a packed audience.

     

    Throughout the presentation and the question-answer session, there was an air of approachability on display. Even for questions for which BARC did not want to share too much information, they could say so with reasons upfront, than give an uptight, no-comments type of response.

     

    Importantly, one could sense great chemistry between the team members. With constant pressure on timelines and an all-eyes-are-on-us awareness, one won’t blame if the BARC team were to be tense and on the knife’s edge. Instead, they were unbelievably relaxed (in a very good way, lest I should be misunderstood) and there was smart sprinkling of humor through the session too.

     

    Clearly, we are looking at a more inclusive audience measurement company; one that’s open to new ideas and suggestions, from all constituents of the industry. That has been one of the known problems with the incumbent, where the approach has been more on the lines of: This is what our product is, and you have little choice but to take it. I suspect, we are going to see a huge attitudinal shift in the year to come.

     

    No specific dates were committed, as I mentioned before. There has been some media talk about the delays. To me, this is largely a non-issue. The roadshow gave a clear sense of progress. If the first ratings don’t roll out in early 2015, they surely will by mid 2015. If we have stayed with the current system for more than 15 years, in various forms, we can surely wait a few more months, can’t we?

     

     

    Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor.

     

    		  

    Pregnant BARC. Delivery date unknown

     

    By Sanjeev Kotnala

    Yesterday, the weather in Mumbai was cloudy with some areas reporting scattered rains. Inside the Nehru auditorium BARC’s promising session remained uneventful. The mystery hardly got resolved. What one heard were futuristic promises. With the IRS episode fresh in mind and BARC many months away from data release, this status update seemed more aimed at leaving no square vacant for a later date checkmate.

    The update by the BARC team was like an election manifesto; full of good intent.  Hopefully technology will ensure smooth and quality execution. The BARC team wants to start basic reporting before tackling never ending value enhancement demands from industry.

    The presenters understandably  were unwilling to share much information. Most good question returned unanswered. Presenters cited BARC Board directive as something that held them back! No harm in being cautious  and not to over-promise and under-deliver.

    BARC is  definitely on the right track, promising what industry needs; a robust data with minimal error percentage.  That this is the need is no rocket science. But the most important question – when and how – remained unanswered.

    The team at BARC must be applauded getting the best technology for Indian situation. They are sensitive to the industry need and well aware of possible mal-practices. Their roadshow itself was inspiring confidence on BARC’s future delivery.

    A lot rides on the data BARC will project and its natural for anxiety to build up as a new technology (watermark) and new NCCS reference points will be used.  So here is the gist.

    BARC TV viewership draws on Watermark technology embedding  signals during transmission at the broadcaster end. This is picked by the recorder/ meter/ devise when people watch TV. The signal through integrated SIM card in the device sends back information to Data analytics team. This is cross-matched with the logs maintained at two centres (Mumbai-Bengaluru). Net data is projected basis 20,000 HH (expected to go up to 50,000 in 3 years). Reporting uses IRS, Census data references to finally report  TV Viewership on NCCS Grid, mainly in U and U+R basis.

    BARC data will be primed to report ‘What India is watching’ and will cover almost all states. Data devices placement reflect 153 MN TV sets geographical dispersion on state level. It will give report basis ‘telecast + 7day’ accounting for repeat / delayed viewing too. But rural standalone will not be reported.

    The BARC team seems to be moving with the demand imposed by current technology.  A lot of promises are being made: Robustness of reported data. Reduced margin of error. Holding back non-stabilized data. Adhering to government guidelines. Transparency and external audit. Reporting on multi screen basis. Attempt to map viewership on digital devices, TV Viewership on same day basis. 25% annual churn in panel. Internally and across business associates information shared on need-to-know basis. Strong filters to prevent infiltration. Etc. etc.

    The openness of the BARC team for suggestions sends out positive signals. Add to it BARC’s confidence in creating rules to prevent stakeholders disputing unfavorable results. Just a reminder on this one: the IRS had such conditions as part of their member agreement but we all know the situation. Surely only Time has the answer on this one.

    Meanwhile Industry waits for BARC to deliver the final bite.

     

    Sanjeev Kotnala is Head Catalyst at P1P2SOLUTIONS and can be reached at netkot@yahoo.com. The views expressed here are his own.

     

     * MxMIndia had partnered BARC to announce the roadshows

     

  • The truth is that the industry would really want to trust these surveys and report but they can’t. Net-net, the industry suffers, writes Sanjeev Kotnala

    Sanjeev Kotnala: The ABC of the TOI-HT Battle

    By Sanjeev Kotnala

     

    I am enjoying the TOI-HT fight for Delhi-NCR supermacy. Are you?

     

    You may love TOI for the action and pity HT for pathetic explanation or be completely neutral with ‘I don’t care -WTF’ attitude. The lines are drawn depending on ‘who you hate’ and ‘who you love to hate’. Trust me, you will enjoy this, when you pick your side to fight for.

     

    For me this is not about TOI-HT or ABC-MRUC or IRS. It is about anomalies in syndicated third party studies and audits. The truth is that the industry would really want to trust these surveys and report but they can’t. Net-net, the industry suffers.

     

    On the other side, it is adrenaline-seeping excitement injected in the inert print planning environment. May be the print industry needs such episodes at regular intervals. Like Dainik Bhaskar-Rajasthan Patrika, Dainik Jagran-Dainik Bhaskar- Punjab Kesari, Hindu-TOI, Divya Bhaskar-Gujarat Samachar, Divya Marathi- Lokmat to name a few.

     

    It’s about the state of affairs, where just like the Oscar Pistorius case, the IRS is served a unanimous verdict for its process and data robustness validity.

     

    In such a situation , all you have is your point of view. Which is the root cause of what is currently happening.

     

    TOI is known and respected for its synchronised all guns blazing attack.  It’s no different this time (case facts at the end). TOI has taken a leaf out of a Standard Operating Procedure  at Dainik Bhaskar and adapted the famed process of ‘let stakeholders see reality at ground zero’. TOI was smarting under the tainted IRS 2013 and ABC took its pain to next level. Result: TOI launched  ‘THE TOI CHALLENGE’. Trust me this frontal confidence and trick always works in B2B scenario.

     

    You would have seen the simple but brutal video with a super- ‘For Internal discussion / usage only not to be forwarded to anyone else other than the intended recipient’ video ( 24280 views !). No one believes that super but it saves some skin.  http://www.youtube.com/watch?v=eMGC53YlDz0 .

     

    Look at it differently. ABC stipulates that while reporting combined circulation data the constituent’s title/ edition detail is a must. For TOI to be correct, at least one of them –  HT /ABC / MRUC must be wrong. In that case, some communication is definitely misleading. ABC and ASCI please step-in.

     

    Technically speaking, if you have to depend on only one parameter for print media planning, it should be Readership and not Circulation. Circulation is somewhat outdated, over-manipulated, completely misunderstood and under-leveraged. Irrespective of the newspaper title, the circulation-readership ratio would move in a narrow band for a given market–language combination. Market forces like  circulation will course-correct it in case of a deviant picture. Circulation can play the role of initial benchmarking for print planning.

     

    In an era of media fragmentation, readership  through content consistency and quality reporting defines Circulation and not the other way round. In long term, neither pushing copies to gain readers nor buying/ hoarding/ burning works.

     

    But then above is a picture of idealistic world. The current IRS and ABC along with publications like  TOI, HT, Dainik Bhaskar, Dainik Jagran, Lokmat tell me just one thing:  ‘Believe at your own risk’. I am still learning.

     

    So, something must change and it must happen at the root of the process. The ABC must treat titles as independent allowing no combo-reporting / listing / communicating. The IRS in addition to improving its processes/ systems/ data robustness/ industry involvement / cross check/ high data security must differentiate within groups and subgroups of title if ownership is differentiated or the media space is bought and sold separately.

     

    But there is no messiah in sight to attempt to redefine an idealistic research envirounment.  So until that time, take a side you’d like to back and enjoy the next round!

     

    THE TOI- HT FILE.

    The TOI-HT Battle File:
    FACT   :

    • ABC JD 2013 – DELHI NCR- HT 10.6 TOI 10.4 lakh copies

    TOI CLAIM / ANALYTICS/ INFERENCES

     

    • HT 2 Minute is on 12-pager (average) priced much lower than HT MAIN and inserted with HINDI HINDUSTAN Monday to Friday.
    • 26% of 10.4 lakh (2.75 lakh) copies of HT’s circulation refer to ‘HT-2 Minutes’
    • HT 2 MINUTE carries only 30% of HT MAIN ads.
    • Maybe the advertiser is unaware that the ad is not exposed to this 26% HT 2 MINUTE reader
    • Even if the ad is carried in HT2MINUTE, it reaches an  unplanned first preference Hindi readers
    • ABC JD 2013. TOI’s fully loaded edition (regular copies: Listed in ABC as ‘single’ / ‘combo’) is 38% ahead of HT

    TOI CHALLENGE :

     

    • Seeing is Beleiving. Come and see for yourself.  We outsell HT in every Sales Point/ Depots. with this new campaign.

     

     

    Sanjeev Kotnala is Head Catalyst at P1P2SOLUTIONS and can be reached at netkot@yahoo.com. The views expressed here are his own.

     

     

  • ASCI as a self-regulatory body has unfortunately been treated as a toothless lion. Brands, agencies and media have been busy exploiting loopholes, writes Sanjeev Kotnala

    Sanjeev Kotnala: Self-regulate or Be Regulated

    By Sanjeev Kotnala

     

    F.N0. N-4407/10/2014-BC-1 dated 21st August 2014. Govt of India, I&B Ministry. Shastri Bhavan. Government intervenes to help ASCI (Advertising Standards Council of India) ensure channels do not telecast banned ads. A reason to rejoice for consumers. But a clear signal to the industry. REGULATE OR BE READY TO BE REGULATED. It is for us to decide if we wish to go back to the era of prior approvals and submitting storyboards.

     

    Maybe our insensitiveness is defined by our previous experiences. For example, no concrete steps have been taken on an earlier advisory. N0. 3105/74/2012- BC-III dated 7th June 2013 in reference to earlier directive on 23.05.2010 and 29.11.2011. It warns channels not to telecast programmes and sponsored slots (looking like programmes), which promote superstitions, highly debatable impact solutions and blind belief.

     

    I would suppose that the new consumer centric and media savvy government is willing to act. The signals should not be misunderstood. Regulation is a serious threat to the industry

     

    ASCI has primarily been acting on unsubstantiated claims made by advertisers. Not just the small advertiser but include large advertiser, which engage best of advertising agencies for their campaigns. This clearly indicates that the problem of unsubstantiated and misleading claims needs to be treated at the creation level.

     

    Rules or no rules. ASCI or NO ASCI. The gang  of Advertisers, Creative and media  agencies and the Media need to move in sync. Walk the talk of being reader-/viewer- and in turn consumer-centric.

     

    Few Simple Steps may Help Strengthen Self Regulation And Remove The Threat Of External Regulation:

    1- Creative agencies to seek  claim substaintiation from clients.

    2- In case of doubt; Client and agencies to use ASCI pre-check system

    3- Creative not to over exxaggerate claims or be based on unsubstaintiated clains.

    4- Media to insist on Advertiser guarantee  for  claims in their ads. Media should be held responsible only for following the process. Media should only be penalised if they release the advertismenet before getting a claim guarantee from advertisers. (The media agencies could be the carrier for it).

    5- If a communication banned by ASCI is still released, the client/ brand/ product/ service should be banned for a given time. Here media agencies may be penalised for releasing a banned ad as it is easy to keep track of banned ads of one’s client.

    6- Other than the classified ads, all ads must be released through an accrediated / licensed agencies. These agencies if found releasing unsubstaintiated claim ads should also be penalised. Just like every trade, a creative / media agency must be licensed registered with the governing body. Accrediation is a higher level of acceptance that provides for certain facilities including credit.

     

    Is it really tough to adhere to the simple ASCI CODE ‘advertisements should be truthful and fair to consumers and competitors within the bounds of generally accepted standards of public decency and propriety. Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals particularly minors, to a degree unacceptable to society at large’.

     

    ASCI meanwhile has been doing exemplary work. Guidelines with industry involvement have been created for categories including magical remedies and education. The long-awaited fairness products guidelines impacting big advertisers is ready. Enforcing it  will be a real test for ASCI. I will wait and watch, how the fraternity abides by the guidelines or find ways to sidestep.

     

    ASCI, as a Self-Regulatory Body, has unfortunately been treated as a toothless lion. Its recommendations remained recommendations and suggestions. Brands, agencies and media have been busy exploiting loopholes. Industry too was not helping out by banning erring advertisments. Are We  Waiting For Consumer Courts To Take Suo Moto Action Against Offending Ads? Our behaviour definitely  lays the foundation for such an action.

     

    ASCI is purely guided by the prevalent societal norms, values and consumer protection. It is far more contemporary than the rules that govern the Indian advertising industry. ASCI has been the real internal censor/guardian. It has been shouting hoarse but no one listenned.

     

    Let’s accept this: earlier ASCI processes had multiple holes. These were routinely and knowingly exploited. The process itself was translucent and slow. The offending party was expected to withdraw the campaign. By the time even this verdict/ recommendation used to come, the damaged was already done.

     

    ASCI now has frequent meetings and is committed to faster decisions. You can also request fast-tracking of complaint on payment of a fee. You could send an appeal or a complaint digitally. Ads with serious breach of ASCI’s code come under SPI; ‘Suspension Pending Investigation’ (SPI). It mean they will be withdrawn immediately pending decision of Consumer Complaint Council (CCC).

     

    ADDITIONALLY it is essential that few other steps are taken at an industry level:

    1- To be really relevant in current scenario, ASCI need to fast track its Radio and Internet projects. May be even cover outdoor.

    2- People engaged in the process of campaign creation are educated on the laws governing it. Industry definitely needs to bridge this gap.

    3- Government must contemporarize outdated laws. Many of them are really old. Like the Drugs and Cosmetics Act, (1940), Emblems and Names Act, (1950) Drugs and Magic Remedies Act (1954), Copyright Act, (1957), Monopolistic andrestrictive trade practices act (1969), Consumer protection act (1986), Indecent Representation of Women Act, (1986) and Trademarks Act, (1999)

     

    It’s time that we took our business and its impact on the society a lot more seriously. And if we believe in the power of persuasion, our work can deliver, we must ensure that the message is not misleading. We owe that much to ourself.

     

    Read more about ASCI at http://www.ascionline.org/.

     

  • Life after all is a long story comprising many short episodes, writes Sanjeev Kotnala

    Sanjeev Kotnala: Tell A Story to Deliver The Brand Message Right

    By Sanjeev Kotnala

     

    India has three religions: Cricket, Cinema and Religion, not necessarily in that order. All of them are full of stories, characters and personalities. The viewers and followers (audience) fall in love with the story and the characters in them. Yet we have been more focused on the message than the story. Once we correct this anomaly, the brand message and brand cut-through will automatically happen in our communication.

     

    Look at Sholay, Kabhi Kabhie, Dabang and even Bheja Fry. Look at the last ball win and the tandav of an inning by Sehwag. Try understanding the matches you remember. Feel the engagement of blockbuster Mahabharata and the power of a dramatic message delivery in the Gita or the well-crafted real life characters in Ramayana. Look at your own first love and may be your last love. They are all characters brought alive with memories and impactful small stories (episodes). An integral part of our relationship with them and it logically should hold true for the ads we produce.

     

    The scenario is not so bad. Some brands do reflect a brilliant understanding of it. We smile with All Weather Voltas AC Murthy. We debate the Airtel; ‘Boss Can Cook’ and share a smile with Airtel ‘Soon to be Married’ TVC.

     

    Is there something special about them?

     

    And the answer is simple. They don’t overtly sell a brand proposition, message or benefit. It gets delivered silently and effectively. We don’t have to exert to relate to the situations. They bring smile to our face without intellectually challenging our thought process and social norms.

     

    They are a treat to watch. We savour the mood enhancement delivered by them and fall in love with the characters. We react violently if the future script fails our expectations. Remember the famous K serials and their art of reviving dead even after cementation.

     

    These story-centric TVCs give us a ringside view to the episode in the life of the character. Take the Murthy example. He is our next-door neighbour with a south Indian tone. He has been transferred many times over and every time his Voltas AC saves him from the weather and other elements including his father-in-law test. The stories are all about his experience and the advice is woven into it. He leaves the thought with us and waits for the BUY penny to drop. So much so, that few Non-Voltas AC owners can be expected to seek or recommend ‘Murthy wala’ or Voltas AC.

     

    We have been friends with Murthy for long. Slowly his wife and then his father-in-law made were introduced. We are slowly coming to know of this endearing family. Maybe later his sister-in-law, his mother-in-law, brother and sister will join. The south Indian pronunciation and slow dialogue delivery add trust to message delivery and comprehension in North India too. Hats off to the creative team, casting director, the scriptwriter and the client. There is a lot of juice still left in Murthy for creative to exploit. And on top of that Murthy and wife are a loving couple, who can lend themselves to newer roles.

     

    The simplest of the stories address the Smallest Consumer Unit (SCU) around which the life of the customer revolves. It is not an individual but a complex set of relationships defined as family. They are like the Kilo Bots. The individual mind, taste and experiences fighting, pleading, debating and trying to convince at the same time. Every SCU (family) member takes on roles as per the demand of the situation. They are the opinion-makers, influencers, customer, consumer, early/late adapters and the buzz creator. Our story and characters must be friends with them to go past their logical and emotional test.

     

    Life after all is a long story comprising many short episodes.

     

    Unfortunately, the creative process is usually trapped in discussion of under and over delivery of brand message(s), the pack shot, the flowing hair, the hold of soap, the revolving mobile and so on. It should give equal focus to the character, relationships, story and dialogues.

     

    Kurkurey, Maggi, ZooZoos and Jago Re do this brilliantly. Add the Airtel ‘couple ad’ to the list, where, we voyeuristically become part of their love talk. We smile when she with a perfect expression says ‘Hum Raat Bhar Baatey karengey’ or the doubt ‘Ha sahi kar rahey hai’ question at the nth hour. Such relationships are rich in language, cultural and even play with stereotypes allowing for a creative riot. Airtel brand has an opportunity to build on the story with episodic unveiling of their experiences. Show us the life progression as a story ( the soap of TVCs) while strongly delivering the desired message & experience. You tell the story right – to deliver the brand message right.

     

    Sanjeev Kotnala is Head Catalyst, P1P2Solutions. He can be reached at netkot@yahoo.com

     

  • It's surprising to see the lack of studies in understanding the consumer in these markets, writes Sanjeev Kotnala in a new weekly column

    Introducing a new weekly column by Sanjeev Kotnala: Time we recalibrated UnMetro Consumer Understanding

    It’s surprising to see the lack of studies in understanding the consumer in these markets, writes Sanjeev Kotnala in a new weekly column

     

    By Sanjeev Kotnala

     

    I am surprised that there is still an ambiguity among Citizens of Planet ‘Media Buying and Planning’ and ‘Marketers’ about UnMetro market potential and possibilities. Because, it  silently crept in while they remained glued to their ivory tower windows with a limited view. The result: no one understands it. All they have is a scrap book filled with decades of old metro-centric planning to refer.

     

    No doubt, there is a gap, a result of a lack of investment in understanding it. There is really no champion of its cause. One who would go beyond lip service but really push the envelope. UnMETRO, the event by the Dainik Bhaskar group, was the most visible and serious one.

     

    This apathy towards UnMetro is unnatural. The business has shifted and to survive /grow, marketers have to tap these markets. It’s surprising to see the lack of studies in understanding the consumer in these markets. Tackling the metro consumer successfully is no guarantee of success with the streetsmart UnMetro consumer.

     

    UnMetro is a huge market. It is the true reflection of the oft-quoted vignette of cultural-social-economic diversity, which creates differential mindset. Most of the marketers have maintained an arms length relationship with these markets. But, this will change. The punishment posting will become hard-earned chip on the shoulders. One who understands these markets will command premium.

     

    In UnMetro,the policy of one-size-fit-all does not be work. One needs to dig in and best exploit local a medium like print, radio, OOH etc. One will have to tweak the offering in its tonality even within the state. Neither will the old understanding take you anywhere, nor will the inferences drawn on comments by internal resources work. The real UnMetro representatives within the industry migrated a long time back. Most live with a picture that is no longer valid. In fact the marketers, the media and the creative agencies must get their licence to address the UnMetro consumer renewed.

     

    Old UnMETRO is dead. The towns that suffocated with stagnant infrastructure are gone. No longer higher studies mean compulsory migration. No longer ambitions need to be strangulated under pressure of relationship, care and family needs. Sacrificing possibilities and opportunities is a rarity and not a rule.

     

    The hunger and desire for brands, experiences and service is not a result of untapped / unserviced built-up demand. It is the outcome of newly acquired  prosperity and a never-say-die attitude to life. The old leaders in industry saw UnMETRO as something  not critical for their success. The new guard is not so myopic.

     

    The real literacy in UnMETRO is on a high. Parental confidence and commitments are fueling new heights of ambition and dreams. The media revolution and ease of information coupled with positive government initiatives bridging the gap. Mass media – TV and Print – rules. Radio aptly supports the new ecosystem of aggravated lifestyle needs.

     

    It’s essential for marketers to re-evaluate their filters. Look into the opportunities with open arms and mind. Invest in understanding, so that they can recalibrate their tools to face the challenges it offers. ‘India’stands stumped while ‘Bharat- UnMetro’ is live and kicking.

     

  • Sanjeev Kotnala presents his take on the IAA Conversations event with Sir Martin Sorrell and Arnab Goswami

    Somewhat Seriously: Martin beats Arnab 7-4 in Shadow Boxing

     

    By Sanjeev Kotnala

     

    Thank you IAA for making it possible. One can see why the IAA India Chapter won the most active IAA Chapter award recently.

     

    Sir Martin Sorrell (SMS) gave a basic course in TACKLING Arnab Goswami (AG). From the world GO, SMS opened with Cricket stating that it seems MSD seems to be a captain with fixed thinking. Then he fired His question. How have the elections been for you? An open-ended conversation that followed with: why was there a gap between the Rahul and Modi interviews?  It forced AG to go in a detailed explanation. It was half-way through his comment that AG realized it was he who was supposed to be asking the questions.

     

    The election discussion closed with SMS probing. When the Congress says the media is to blame for their debacle, were they referring to media as media or you? AG in self-congratulating mode pointed out the Rahul English media exposure was limited to Times Now.

     

    I wish that Indian politicians should not watch this show when it’s telecast or is on Youtube. They may learn how a tactfully well-prepared person, with smile and humour can enjoy the discussion. How to be precise in your answer, not allow AG to corner you or allow him to put words in your mouth. SMS seem to have taken the advice in yesterday’s post.

     

    AG started with -‘I am honoured to be interviewing you and I have great regards… ‘ Was turned by SMS into a class for politely being rude. SMS said ‘you can be sure it’s going to be tough one and dam sure if the guy says ‘Personally I have nothing against you’.

     

    AG – there is respect in your well-preparedness and being very focused in your approach and questions. You as always were well-prepared with your data, quote and historical references. But today, you did meet someone who betters in it.

     

    SMS ON MEDIA: There is a mismatch between, the amount of time the consumer devotes or by the way the consumer consumes media and the investment (read advertising revenues) by agencies and client in it. Pointed out that this will find its balance. Fragmented media is a challenge and it will get more challenging with time.

     

    SMS ON TAM:  AG half-volley  ‘Your comment on TAM’ was met with a nice cover drive ‘Nice Company’.  Keeping the Indian scenario out of discussion, SMS pointed out that in most  (I did hear him say all) of the companies there is only one TV audience measurement currency. Can there be 1-2 or 3 measurement currencies is something that the market will decide.  AG doosara on does TAM (read SMS) need to wait for government directive for enhancing TV Meter numbers was hit hard. SMS pointed out that additional meters means additional cost and it must be shared by the agencies, client and the channels must share the burden.  Reiterating that WPP is committed to provide the most accurate measurement, he made a point that it’s not meters alone but a willingness to shift measurement process with change in consumer habits is required. Giving an example he cited the use of C+3 and C+7 meters that track not only on-air but deferred viewing.

     

    SMS ON INDIA AND CHANGES: The Independence Week made AG continuously probe SMS outside the off-stump. Is India at the Vortex of change? Can India- made media be global?  SMS showed a straight bat. He was optimistic that the new strong leadership in government is coupled with strong commercial leadership, then India which has been in the wrong side of the history for so long would definitely see a change.  And that it is advisable for the businesses to first exhaust the local opportunities before looking out.

     

    SMS ON FURTHER INVESTMENT BUYOUTS IN INDIA: He rattled off that WWP business in India is about 499 Million. And growing @ 10%. Talking to Sam (Balsara), he said: ‘If there is a business opportunity that is 50 million worth, he would consider it and is willing to write a blank cheque.” SMS thinks that his competitors in recent past have made some ill-advised low-leveraged investments and that is starting to reflect in their figures.

     

    SAM AND SMS: Sam raised a probing question that in the Indian situation where TV and Print (the legacy media) dominants. The foreigners (like you) come and talk just digital-digital. Are you not missing the bus?  In SMS’s view: “This is true as of now but all businesses have to look future-ready. I am not sure when the tipping point will come and change the dynamics. But it will come surely, with the speed of change speeding up’.

     

    SMS ON THREAT.  The biggest threat is not competition but Complacency, Arrogance, Satisfaction and lack of energy. He said he is a disruption freak. All his life the growth has come from disruption.

     

    SMS ON BALANCE. He referred to his divorce as an example. His lawyers had two possible solution and they asked: what was more important – business or family.  Not surprising, the answer is both.  This was when AG tried creating a 2×2 matrix between King and God on one side and Data and Analysis on another. SMS went to the extent of drilling the point home in more ways then one. As per him, creative and data, science and art, gut feel and analysis are such a pair where balance is more important.  Balance is not something that’s 50-50, but the right mix. Whenever the pendulum would swing to one side creating a biased skew: correction will be needed.

     

    MY SPECIAL:  (1) SAM, can we raise the same question on legacy v/s new media for all the discussion that happens in Indian forums? And many such places you are one of the guiding force? (2) I am surprised at the limited attendance to the event. At any stage, there were not more than 120 people in hall set for 150-plus. IAA could start planned invitation push (even paid) public beyond their members for such an event.  (3) Liked SMS referring to AG as a fly buzzing. (2) Liked AG comparing SMS to a Smart Politician and we would know where that feeling was coming from.

     

    Disclaimer: The above personal interpretation of the discussion.

     

    Aside: In a fraternity meet like this, with most being media or IAA invitees or senior people- this long introduction of SMS and AG- was that required?  I personally felt it went too long.

     

    Sanjeev Kotnala is Head Catalyst, P1P2Solutions. The views expressed here are his own

     

  • MARTIN Vs ARNAB promises to be an interesting Reality Shadow Boxing Show, writes Sanjeev Kotnala

    In Jest | Sanjeev Kotnala: Sir Martin’s Secret 7 Steps for Encounter with Arnab

    By Sanjeev Kotnala

     

    MARTIN Vs ARNAB promises to be an interesting Reality Shadow Boxing Show. Live today at 3:30pm at ITC Grand Central, Lower Parel. Mumbai.

     

    Sources in WPP and IAA requesting anonymity tell us: “A lot went into ensuring Sir Martin Sorrell (SMS) 69, CEO, WPP to agree to converse with Arnab Goswami (AG), the 9pm dude of Indian television. It’s a great combination and a must-watch for the audience. Hope AG does not tone down his usual theatrics.”

     

    AG the sport that he is was willing to grill SMS risking his future. You don’t know what Martin buys next. IAA convinced him that Martin is no Rakhi Sawant or Lalu and could not guarantee TRPs at 9pm. ‘Frankly Speaking with Arnab’ was out of question. Hence the 3:30pm slot with a live audience.

     

    It started with the head of one of the Martin’s many companies pushed by the polite tall gentleman of IAA approaching Martin for the Encounter. Who is this Arnab Goswami? Is he head of some media business that you guys want Martin to meet was a natural question raised by SMS’s secretary.

     

    Primary research over the Net revealed AG, born 1973, writer of missing-from-the-racks ‘Combating Terrorism’, is an Indian journalist + Editor-in-Chief + News anchor of ‘Times Now’ and primarily responsible for all the Noise at 9pm. He has 21K+ likes on his Facebook pages (FB does not count Hates). While ‘NATION WANTS TO KNOW’ is his pet verse, truth is AG already knows and decides what and how much the nation should know.

     

    This was insufficient information for SMS who believes in knowing the ememy. WPP India team was directed to provide a complete dossier incuding list of Youtube videos to watch. Due to conflicting views, SMS finally made his own assumptions. Child’s play, he uses the same technique for understanding any thing Indian, including the economy.

     

    For the last seven weeks, SMS been preparing for the Encounter wrongly named Conversations. And here is the exclusive step-by-step action of the 7-week preparation programme.

     

    Step I: Watch Youtube videos and track social media on AG. Avoid polarised performance vedios with Rahul Gandi and Modi.

     

    Step II: Practise raising voice. AG loves a fight. SMS went to the best, he has been coached by Thirumurugan Gandhi who holds the record for outshouting AG.

     

    Step III: Dodge questions on Economy, FDI and cross-media ownership.  Fighting AG is a waste of time. Polite conversations will be the best weapon. AG after all is ill experienced to handle politemess and logic.

     

    Step IV: Build immunity to shouting.  With no body to shout at him, this was identified as the weakest point. Now, SMS is expected to  allow AG to shout when he breaks down the discussion to few limmited  focussed points, without  bothering if he was stating things out of context. Right context. WPP Generals have informed him audience would love it.

     

    Step V: Carry no notes. Sit straight. No gestures. Head must always be held above AG line of vision this makes AG nervous. Only AG can hold paper and bang the table or raise his voice shouting ‘The Nation wants to know”.

     

    Step VI: Shuffle through recnet past. Read all your past comments. Articles- interviews and even the SMS and Whatsapp messages. AG is bound to bring something from your past that even you may not remember.

     

    Step VII: Minor details major impact. AG is known to wear suit with white shirt. SMS been advised to stick to light pastals. SMS expected to avoid Dark Red and sit facing North. AG is allergic to anything Red or South. If he reports in wearing just shirt and trousers, be on guard, this is his style of trapping you.

     

    The two parties agreed on a NO-DISCUSSION LIST.

     

    Point 1: Salary and Copensation. SMS Total calculated compensation 2013 was 2.98 crore GBP. SMS is staunch supporter of salary hikes for CEO and Board members.

     

    Point 2:The failed merger of Publicis Groupe and Omnicom Group. It is old news.

     

    Point 3: Need for media measurement. Both WPP bosses IAA and the publication houses has warned AG on it.

     

    The tall gentleman from IAA been extra-cautious. No playing ‘My Funny Valentine’ by Chet Baker and Gerry Mulligan, especially the trumpet. It is known to change SMS’s mood. Deva oh Deva or ‘mai doll hu peetal di‘ is not allowed as AG natural instincts get charged and errupt out of context, just like some of his debates.

     

    Media Punters taking bets on (1) How late will the programme start  (2) How long will Martin last (3) How many times will we hear ‘The Nation wants to know’ ( The audience wants to know would qulify) (4) How many non-planted questions will be asked. *Conditions apply.

     

    No bets are being taken decibel level beyond perisible limits. Punters do not take bets on facts – truth and near certainty.

     

    Disclaimer: Late update reveals that it’s going to be mellowed down AG taking in equally polite SMS. With no satellite beam and lack of people to switch and noute; Arnab is expected to show his other side that audience will hate to love.

     

    If you are on Twitter, just go ballastic at the conversation

     

    Sanjeev Kotnala is Head Catalyst, P1P2Solutions. The views expressed here are his own

     

  • Why do we shy away and find fault at reflecting what really is happening in our society, Sanjeev Kotnala writes on the Airtel ad

    Sanjeev Kotnala: Nothing wrong if the Boss cooks

    By Sanjeev Kotnala

     

    Another point of view on The Innocent Simple TVC by Airtel.

     

    I am happy to note that the spot is still on air. It demonstrates that the client is not spooked by criticism. And I appreciate it.

     

    Media, creative expert and social science adventurers have not been able to see how progressive the TVC is. We must applaud   this progressiveness. Or the barbaric assault on creative will make many creative people chained to retro ideas.

     

    This has only increased viewing of a mediocre ad. Let’s not forget that the consumer of the brand has audience beyond metro and hence the creative expression cannot be judged by metro standards alone. Truly, the giant step of wife, as a boss, could only be accepted if the man was the boss at home, equating to wife cooking at home and waiting for him.  Let creative be analyzed for its creative and strategic intent.

     

    Bura Jo Dekhan Main Chala, Bura Naa Milya Koye

    Jo Munn Khoja Apnaa, To Mujhse Bura Naa Koye

    [I searched for the crooked man, met not a single one Then searched myself, “I” found the crooked one]

     

    It is probably the first brand in India bold enough to create WIFE-AS-THE-BOSS scenario outside the home. First to demonstrate the AMBITIOUS, NO-NONSENSE HIGHLY PROFESSIONAL SIDE of woman, if she demands performance her command must be obeyed. She in her professional avatar is away from the bonds of family and social relations and so called hierarchies. Yet she is caring.

     

    May be the crowd criticizing it on its myopic vision fails to appreciate. Sari in office and shorts and top at home is such a brilliant piece of costume designing.  Promoting sari as a office wear is so nationalistic and shorts and top at home show respect for the tradition and culture, but freedom in relationship. The choices being made are independent with self will and not being forced.

     

    Is there anything wrong in her lovingly cooking at home, seducing him with visual delights of definitely appetizing dishes and being in touch with her husband? Would the reaction been positive if after coming home, she played with the infant kid, breastfeeding the baby and showing those pictures on smartphone to her husband. Would that not still be sticking to the stereotyped images? Many would have questioned her need to work with an infant baby. Because, they need to serve; deep-fried stale creative comments with high frequency.

     

    May be the creative team did discuss the possibility of her ordering pizza at office and at home and eating in virtual togetherness created by the smartphone screens. May be they missed this insensitive highly progressive twist.  Why do we shy away and find fault at reflecting what is really happening in our society?

     

    How did they miss the macho male progressive trick of senior male boss taking load from an obviously overworked junior lady and allowing her to go home? Then from home, when the clock struck 11, the junior- who is also wife-, would have shown the dinner to him and her silently requested ab toh ghar aa jao.

     

    Though technically the whole premise of boss wife is weak.  Most companies do not appreciate/ allow/ employ husband wife combo and definitely not in a direct reporting structure.

     

    Think most of the baiters have missed the last lines of the ad. The relentless professional boss in caring wife avatar does not take the bait by an equally emotional husband.

     

    WIFE : Boss ko bol wife bula rahi hai

    HUSBAND :Tuh hi bolo na boss ko

    WIFE : Zaldi aana wait karoongi

     

    And they miss that it is just an episode of their life. How cute and loving the real relationship between these two would be. Why negate and why not look at positives.

     

    Maybe the next ad from Airtel must could make the Boss wife stay back for a meeting. Husband to comes back and cooks for her. End visual almost same with role reversed. Double stroke of breaking stereotypes and appreciation form this crowd.

     

    Hopefully that will never happen. Brands do not need to always looking at creating social revolution. Nothing wrong in being sensitive caring and easily adapting to changing role requirement.

     

  • Resolutions take birth, fully aware of their short life. This destined death makes the process of creation a lot more interesting, writes Sanjeev Kotnala

    Sanjeev Kotnala: So what’s your Resolution for 2015?

    By Sanjeev Kotnala

     

    There is something really evil sinfully sexciting and orgasmic in slowly giving in to temptation and surrendering to an early break of otherwise a well-debated resolution. Yet, resolutions take birth, fully aware of their short life. This destined death makes the process of creation a lot more interesting.

     

    There are our independent individualistic favourite resolutions, one that we have broken many times. Not to get angry. Leave smoking. Drink moderately. Diet and many more. In process, we have been self-centred with a constrained small radius of individuality, not willing up to own the responsibilities that come with our other part of life. We have rarely looked at the weapon of resolution in our professional life. Trust me, it reality needs an injection of this mighty ritualistic process.

     

    Here is a shortlisting to get you going. Do pick a few. I am sure, you will find one that suits you. And, yes, the one that you will shamelessly break at the next opportunity. Maybe it will leave a mark on your professional value system before ejecting like a harmless comet.

     

    Go ahead. Check this list. Silly to real to profound ones, as said, resolutions come in all sizes.

     

    GENERAL

    :: I will no longer use social media just to crib and complain, but whenever there is an opportunity, I will also register my appreciation.

    :: When asked I will share my honest frank opinion and feedback and not what the boss wants to hear.

    :: I will take at least two vacations not counting seminars and office offsite

    :: I will not take credit for someone else’s ideas or work

    :: I will appreciate team in public and reprimand in private

    :: I will be an active member of at least one industry body or professional forum

    :: In a year, I will invest in at least one week of training/ upgradation to update my knowledge

    :: I will properly disclose my freelance income when filing taxes

    :: I will at least mentor one junior team member

    :: I will not crib on the quality of speakers in the events I attend, but I will engage them in healthy debate by raising relevant questions

    :: I will not attend industry events just to catch up with friends and have free booze

    :: I will not choose a flight based on loyalty points

    :: I will not submit food bills for liquor I consume in trips

    :: I will ensure that we arrange for women team members to be safely dropped home when they work late

     

    MARKETING BRAND

    :: I will call for pitches just for Idea Shopping

    :: If I do call for pitches, I will not invite the existing agency (I know their capabilities)

    :: I will not use pitch ideas unless I have paid for the same

    :: I will give proper brief with a very strong proposition

    :: I will always tell agencies the reason for rejecting a campaign and not just ‘Mazaa nahi aaya, kuch different nahin hai’

    :: I will give agencies a reasonable time to work on any creative

    :: I will share the real budget at the time of briefing

     

    AGENCIES

    :: I will not pitch without a pitch fee

    :: I will not lift ideas from under disguise of success transfer or localisation

    :: I will not enter scam ads for awards

    :: I will not freelance for a competing brand of my agency

    :: I will not accept a vague brief

    :: I will not accept ‘Mazaa nahi aaya, kuch different nahin hai’ from client

    :: I will always demand the reason for rejecting a campaign

    :: I will not write the script looking at my passport

    :: I will work a print campaign independently and not as an after thought from the TVC

    :: I will not tolerate below par language translation but seek trans-creation

     

    MEDIA

    :: I will not talk 360 and integrated till I have understood its meaning

    :: I will not disrespect and shout down other competing brands

    :: I will not engage in paid news and paid content without highlighting it

    :: I will not present a uni-dimensional analysis of media reports

    :: I will not bribe media planners to get included in campaigns

    :: I will neither create preferred media partners nor recommend a media unless needed by the campaign

    :: I will really treat client funds as my own

    :: My next plan will not be a cut-copy-paste of the last plan

    :: I will not sign a client for its name value if the retainer ship does not make business sense

     

    If you have any more suggestions, do share with me.

     

    Sanjeev Kotnala is Head Catalyst at INTRADIA and believes that the best way forward for an organization is to enhance the potential of internal teams instead of depending on external resources. He is a management- marketing- media consultant and also conducts specialised workshops in the area of ‘Harvesting and Liberating Ideas’ and ‘Innovation’. To contact, email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in www.sanjeevkotnala.com

     

     

  • TV programming in the last hours of 2014 was fighting to redefine mediocrity, rues Sanjeev Kotnala

    Sanjeev Kotnala: Will New Year Eve programming on TV ever be exciting?

    By Sanjeev Kotnala

     

    If you hear audiences crib and promise they will not be watching TV next year on Dec 31, you know they are lying. They have said it many times before and will say again, but on December 31, 2015, the magic screen at homes will be alive with dead programing.

     

    It’s a new problem that audiences face, just like a woman staring at her collection of dresses. No problem if there is no choice like in the DD era. No problem with excess good quality content as in the late 1990s. Now, there are enough programmes, but none that stands out, is really good and is something people wait to watch.

     

    We know that there is an increasing trend of citizens staying home to celebrate New Year with friends and family. It is true across the country.  The so-called festivity associated with the event and the parties is more of a rarity than the practice. And in this situation, more they stay inside higher the probability of watching TV. Normally it should be an opportunity for TV Channels. Sadly, the truth is a lot different. TV programming in the last hours of 2014 was fighting to redefine mediocrity.

     

    New Year Eve programming is a complex proposition. It is not easy one to design, execute and monetise. Footage of celebration fills news channels and that is invariably fireworks and few parties in open public arenas. Old programmes are re-edited and served by entertainment channels. Sadly, not having any options the audience just bears the pain, cribs and watches. Even DTH has failed to serve a dedicated programme that could be financially viable. Really rich and mega. Something that the viewer will pay and watch seems like a far-fetched idea.

     

    This surely is the recipe for disaster. A self-fulfilling cycle of unstated unfulfilled expectations. Channels fight to get the Khans. Khans fight to get the eyeballs. No one succeeds in engaging and exciting the audience. Good old DD continues to shell out dead programming, which satisfies few audiences with bland taste. There you know what will be served.

     

    In the case of private channels, the expectation build-up is as huge as the ultimate disappointment it serves. Colors bring something called World Talent Night, Star brings an awards show, Sony, an old function for the nth time, Zee does nothing different. Mug shots of celebrity audience, the freeze frames of Khans and Priyanka Chopra in her dancing avatar hop from one screen to another. Channel differentiation becomes irrelevant for the dejected audience and a tough nut to crack for the channel owners.

     

    It seems the industry has given up on this opportunity.  We may never see a time when TV will really fight its Idiot box branding. Before we crib more, let us acknowledge that there are reasons for channels for not attempting much.

     

    Most of the country and definitely in the HSM area, New Year Eve is an opportunity of collective viewing and celebration with family members. But a huge part of audience trapped within social norms is denied the right of celebration. Women must pack up early and get confined to the internal part of houses. Where what they are waiting for is another shout for water or snacks. Their entertainment is usually seeing their men getting slowly tricked into drunken state.

     

    For an average citizen, life is full of expectation and disappointments. December 31 is no different. With temperatures dipping in the north and central India, potential audience tend to sleep early. That leaves the metro in-home-celebration junkies. By 11pm they are in high spirits. Other than the momentarily orgasmic shouts of countdown it does not really matter when the year turns over a new number. And TV programmes have anyway lost its focus by 1030pm.

     

    The marketers know this reality more than media planners, programmers and the media critic. It is impossible currently to find a true sponsor of such programmes. The planners in their teams knowing and understanding the customer psyche advise against it. The aperture of audience to receive a new message is limited. The repeated exposure to build a desired frequency is not a good idea, for the audience this is more of an irritant. So, it makes no sense for the channels or the sponsor to invest in something that only consumers want without interruptions. And a programme that is presented as a value-add to the existing set of channel sponsors is never going to get desired funding.

     

    May be we need to create a differential property. Maybe a Rs 100 ticket lotto draw on TV with midnight ‘life changing win’ by a factor of million times. May be some really slick first=time programming or even the direct TV premiere of PK-II.  An Indo-Pak 20-20 match.  Or a dream UNI-PROGRAMME across channels. The same programme across channels. If during sports this can happen cross channels, it can be possible for New Year Eve too. There does exist possibility to do to midnight on  the 31st , what Mahabharata or Ramayana did for  Sunday 10am slot. Maybe it is too much to ask and dream for. Maybe there are ideas within channels but no passion and enthusiasm to run with it.

     

    So, if on December 31, 2014, you were at home glazy eyed looking at the insipid fare being belted out on your TV sets, think again before cribbing. Maybe you need to decide, next year you will have your own plan which will not depend upon channels entertaining you.
    Sanjeev Kotnala is Head Catalyst at INTRADIA and believes that the best way forward for an Organization is to enhance the potential of  internal teams instead of depending on external resources. He is a management- marketing-media consultant and also conducts specialised workshops in the area of ‘Harvesting and LiberatingIdeas’ and Innovation.  To contact email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com. The views expressed here are his own.

     

  • In our social framework, hair for a woman has a lot more meaning than just an accessory, writes Sanjeev Kotnala

    Sanjeev Kotnala: Is there a deeper consumer understanding in the new Dabur TVC?

    By Sanjeev Kotnala

     

    It was sheer coincidence that I found this four-minute AV on the internet.  Soon I caught it in its mini version on Television Street. Not surprised that it did not make the viral cut of featuring in Facebook.  In ‘Brave and Beautiful’, Vatika took a step forward in making a statement. I am not privy to information if like Tata Tea it will be beyond marketing communication and if this is a step to join a social cause? Having worked on the brand in early 2000, I know how big a shift this is. I remembered the problem-solution scripts. I remembered most of the time spent referring to the secret VHS with reference shots of hair swirl.

     

    I was very poetically taken through a voyeuristic journey into the emotions and fears of a cancer survivor. I was told ‘some people don’t need hair to be beautiful’.  In that moment of pure emotion I more than believed them. I had a window seat into the quick process of her regaining confidence without her weapon, her hair. I admired her.

     

    The marketer in me admired the brand for its stance. The common man in me felt it could have stopped at the family recognition. Taking it to the office environment was too much of a giant leap. The reactions it took it to unreal platform. I am not alone in fearing that soon she will have all kali bindi and there, right there the flow got twisted robbing it of its beauty.

     

    Now, let us be honest. In our social framework, hair for a woman has a lot more meaning than just an accessory. We all know of such unspoken fear. In some way when women see bald women how ever confident and courageous, however supporting the surrounding be, the first reaction is of alarm. So, when a known hair brand like Dabur takes such a step, it get noticed and talked about.

     

    When the ad comes in, I have observed ladies unconsciously playing with their hair, reassuring themselves.  And that made my belief in Martin Lindstorm studies that more stronger. Leave smoking and be at peace with yourself, see a sign of smoking kills, Do not smoke and the urge violently jump’s up. So, a question raised its head, is this social cause a real fake. Have the decision-makers taken this call and this script after considering how it REALLY MAKES A WOMAN FEEL. And it worked brilliantly in this role.  Is there an understanding that rest of us are not privy to?

     

    The ‘BRAVE AD BEAUTIFUL’ in one stroke has uplifted the brand. The concept is not new. We all have seen such stop start gestures from brands. Very few brands could walk the line for long. It becomes tougher when the brand creates a polarity between the message ad the product inherent benefit. Hopefully Vatika is completely aware of this one-way street.  Consumers do not tolerates fakes. Out there in this new world, a set of prying disbelieving hawks constantly scrutinise brand deviation from this chosen stance.

     

    Or is this the case of top down directive where the mother brand is trying to find one key for its entire brand folio? A social cause walk. To portray brands and in that range the company brand a catalyst. It’s a tough role to create and tougher to maintain. Easier said then done.

     

    Like benefit of doubt to the batsman (NO DRS), I wait for the next move from VATIKA.

     

  • Phase III auction and real listenership data may help the industry in non-metro centres, writes Sanjeev Kotnala

    Sanjeev Kotnala: It’s now for Industry to leverage Phase-III auctions

    By Sanjeev Kotnala

     

    The third round of auction in radio is being seen as gamechanger. I personally fail to understand this euphoria. My faith in radio as a medium is a bit shaken, I am not sure about the situation in metro markets but suspect that it may only be  slightly better.

     

    For, here is a media in the non-metros where advertising rates are hugely undervalued. The constant battle on music loyalty fee is yet to find its endnote. Cut-throat promotional deals and exclusivity with movies is not really an example of win-win situation. Listeners do not see a major differentiation among stations. Innovatively proposals from radio are asked as free value adds. The clients have no clue on which is the station he should advertise and associates with and they don’t care. They are willing to work with one that promises lower rates and has decent perception in the market. In this situation, radio brands fail the brand power test in their capability to attract premium.

     

    Many big radios brands are strategically eyeing the next round of auction. There is a definite excitement around it. Most radio stations have invested in internally training the talent that they showcase. This talent pool has been unsure about their long-term future. Auction is a breather for them; they are the experts now and may be looking for better returns…

     

    The energetic environment loaded with fun, passion and excitement has constantly been under financial pressure. Things are not the same and the experience is worsening with time. This auction may just be what the doctors prescribed for the industry…

     

    This financial pressure is primarily due to the low yield realisation for a perishable non-expandable rigid commodity: time. The stations have by now experimented and honed their cost-cutting measures and it will be foolish to expect major saving to help the bottom line.

     

    Lack of syndicated and/ or third party studies prevents the sales team in pegging their time and getting better returns. Like creative in other media, RJs and programming teams are also fronting helpless sales teams. Future for listenership data does seem bright; as that is something the industry needs in a hurry. Clients cannot be blamed for not trusting figures from internal researches. In many ways there is a kind of cat-and-mouse game in radio.

     

    There is huge ambiguity and disconnect about who is really listening. The few interactions I have had with consumers in Tier-II/ III markets have shaken my faith in radio as a medium. In Ahmedabad, Agra, Dehradun, Jabalpur, Nagpur, Indore Raipur, I have interacted with 15-20 consumers each mostly from SEC B/C. These been highly informal conversations.

     

    My probes got me stares which had ‘Which era are you living in’ written all over it. I want radio teams to tell me how wrong am I in believing what I heard.

    :: When I have TV to watch, why would I listen to radio?

    :: Yes, I do listen some times but only when I am in the kitchen

    :: Play music on my MP3 or mobile.

    :: When I want to listen, I use my phone and my music collection

    :: I do listen while driving but not regularly

    :: It does not matter which station – they all play the same song

    :: While travelling I link my smartphone to car system, use pen derives or auxiliary cords

     

    It is a small subset but collectively they start making sense. Music download (old and new) is the easiest thing to do and almost everyone has his or her own set of song compilations. They may not been on Internet but have songs on their mobile external storage. The cheapest headphones give you decent noise-free sound. The listener listens to song he likes when he wants.

     

    So, where, why and who is listening to radio in the Tier-II and III markets? The radio industry needs to help clear  these doubts.

     

    I tried countering these arguments with the RJ conversations, SMS and  Whatsapp messages that the stations receives; don’t they demonstrate the level of interaction, involvement and engagement with the medium? I was told to smell the salt. There exist a limited tribe of dedicated listeners, they will call and engage with RJ, answer questions, and use radio as a real stress buster. But is that really consumer your campaigns are searching for …

     

    I wish I know what is the profile and size of this real listener tribe.  Yes, the devices that can logically grab the signal and play the music for you has multiplied. My question remains if that really translated into a larger listener base? Till someone answers this question with research, my faith in the medium remains shaken.,,

     

    Sanjeev Kotnala is Head Catalyst at Intradia and believes the best way forward for an organisation is to enhance the potential of  internal teams instead of depending on external resources. He is a management- marketing-media consultant and also conducts specialised workshops in the area of ‘Harvesting and Liberating Ideas’ and Innovation.  To contact email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com. The views expressed here are his own.