MxMIndia

Category: ETC

  • Rajesh Iyer, Head of Marketing, Colors on the format of this year's Bigg Boss and the reality show's role as a buzz creator for his channel

    Jaldi 5 with Rajesh iyer, Marketing Head, Colors: Bigg Boss has become a cult show on Indian television

    As a programming property, Bigg Boss has become huge for Hindi GEC Colors. Not just in terms of the efforts to put it together and bring in celeb guests, but the push on marketing and promotions. Season 7 of the show which is being aired for the sixth consecutive year on the channel took off on Sunday, September 15 with much fanfare. MxMIndia posed a few questions to Rajesh Iyer, Head of Marketing at the channel on the format of this year’s edition and Bigg Boss’s role as a buzz creator for his channel

     

    01: This year sees some interesting twists to the Bigg Boss format. In fact, the division of contestants makes it for ‘alag chhe’ as against ‘Saath 7’?

    Last year’s theme was ‘Alag Che’ because there were a lot of new elements introduced whether it was the talking parakeet or the Talking fish. This year’s theme is truly Saath 7. It acknowledges the co-existence of Good and Evil inside of each one of us  – that none of us are  entirely good or evil, but it is the circumstances that bring out the best or the worst in us.

     

    The division of the Bigg Boss House into 2 parts aims to drive this concept further by making it a part of the product

     

    1a: The 9PM slot would of course mean that the family values would be maintained in what we see on the tube?

    We brought Bigg Boss back to the 9PM slot last year to family audiences and were successful in making the show an integral part of dinner-table conversations. This season, even with the Heaven and Hell format, we are catering to family audiences – something that becomes evident with us including a husband-wife duo within the list of contestants who have entered the house.

     

    02. Do you see it generating a greater buzz and consequently ratings for you?

    Bigg Boss is a huge property for us when it comes to generating buzz. In fact, the launch episode which aired on Sunday, 15th September saw Bigg Boss trending on Twitter at the #1 spot. With regard to ratings, the show’s fan following has been growing by leaps and bounds season-upon-season. We are certain that the incredible mix of contestants that have been roped in for Bigg Boss Season Saath 7 will be received really well by audiences.

     

    2a: Any target for TVTs?

    A: Bigg Boss has become a cult show on Indian television. Ratings are just one by-product of the show. The buzz that the show generates amongst audiences is too huge to measure. Also let’s not forget the unending discussions on radio stations and news channels – regional and national – once the show gets into its element.

     

    2b: Any specific reasons why the Salman Khan episodes have been moved to Saturdays and Sundays instead of Fridays and Saturdays?

    A: With the success of Jhalak Dikhhla Jaa and Comedy Nights With Kapil, we have realized that there exists a huge audience group that tunes in to watch their favourite shows and artists on television on Saturdays and Sundays, owing to which we have introduced ‘Wow Weekends with Salman Khan’.

     

    03: The competition from rival channels in buzz-creating shows is a lot more this year. There’s Mahabharat on Star Plus, Sanjeev Kapoor on Sony… Too much to watch on the Hindi GECs?

    Yes. There are a lot of options for audiences and that is always a good thing. But Good content always prevails. The Bigg Boss franchise has done well for so many years now and we are confident that this year too it will triumph.

     

    3a: Jhalak Dikhhla Jaa has just completed, Bigg Boss has just started and 24 very soon… In fact we, in the media, have received an invite for the launch presser on Thursday (Sept 19). Plus some interesting movies. For COLORS, the season’s more than just busy. Any more action expected?

    The last quarter of the year is always a busy quarter for us with the launch of Bigg Boss. This year, we have the added bonus of 24 launching as well and India’s Got Talent will be launching later this year.

     

    Bigg Boss 7 has a fairly high voltage digital presence? Is that the way to go for big budget Hindi shows?

    The Bigg Boss content has always found favour with the digitally savvy audiences.. This is primarily because the show caters to a voyeuristic audience giving them something new to discuss every day for the period of 104 days thereby making it viral and keeping them engaged throughout the duration of the show.

     

    05. One is aware of Bigg Boss’s role as a buzz generator for Colors. So do you’ll internally see the spends on it as a marketing cost or a content/programming cost?

    This is one of those shows which delivers both on buzz and ratings.

     

  • A Q&A with Toby Daniels, Founder & Executive Director, Social Media Week, and CEO, Crowdcentric on the eve of the Social Media Week Mumbai (September 23-27)

    Jaldi 5 with Toby Daniels, CEO, Crowdcentric: Mumbai felt like a natural fit for SMW13

    Toby Daniels, Founder & Executive Director, Social Media Week, and CEO, Crowdcentric is going to be among the speakers at the Social Media Week Mumbai (September 23-27), and is excited about the concept taking shape in India and Mumbai specifically. Fatema Rajkotwala engaged him in a quick Q&A on the eve of the event.

     

    01. How has the experience been so far in the process of organising the maiden Social Media Week in Mumbai?

    We are always excited to SMW expand. Given India’s presence in the mobile and tech space, Mumbai felt like a natural fit for SMW13. SMW is a distributed conference and we’re honoured to have RSquare Consulting taking the helms for SMW Mumbai. The team has been responsive and quick to help us understand the cultural aspects of hosting SMW in India. We can’t wait to see the week unfold.

     

    02. Tell us how India and Mumbai specifically are viewed globally in terms of digital footprint?

    India is emerging as a major digital force. The Facebook userbase here has amassed more than 60+ million. Yet, we know that it’s only beginning to grow. Social media is available for only 60% of the entire Indian audience, and we think Mumbai’s digital industries will be a leader in helping bridge this digital gap.

     

    03. What is Crowdcentric’s vision and philosophy for SMW now on?

    We are experiencing one of the biggest shifts in how we communicate in human history. Because of this, our aim is to provide the best information, ideas and inspiration to help people understand how to achieve more in a hyper-connected world.

     

    04. Social media is the flavour of the season now, but a decade hence?

    We are often asked about the direction we plan to take Social Media Week and what we’ll do when social media is no longer en-vogue.

     

    Whether social media as a term is popular in the future or not has no bearing on the mission we’re embarking on.  The world is changing is fundamental ways due to the speed at which technology has permeated our lives and created a connected society.  For example, in the past 10 years, 3 billion people have connected to each other through the Internet and mobile technology.  This has already created a seismic shift in how we connect and communicate, but it’s really just the tip of the iceberg.  In the next ten years, as technology continues to advance, as the global population continues to grow, especially in emerging markets such as China, India and in Latin America and Africa and as mobile technology becomes even more ubiquitous we are going to see an additional 3 billion people  join the grid and come online.

     

    05. And the impact of Social Media on society?

    We can’t tell what impact this will have and we’re not sure how societies, governments and economies around the world will change as a result, but with the support of some of the world’s brightest minds, our community, our Local City Organizers, we aim to be the biggest and most influential platform that connects people around the issues that matter and a be the most important platform that provides a way for us to explore how our lives, culture and human behavior will change in the future.

     

  • While Promise Foundation's Amith Prabhu is still very actively involved with Praxis 2013, the nitty gritty of the organizing has been passed on to two young co-chairs – Liza Saha and Umesh Nair. A rapidfire Q&A with the duo

    Jaldi 5 with Liza Saha & Umesh Nair, co-chairs, Praxis2013: No old speakers… and the biggies aren’t upset

    Liza Saha
    Umesh Nair

    While Promise Foundation co-founder Amith Prabhu is still very actively involved with Praxis 2013, the nitty gritty of the organizing has been passed on to two young co-chairs – Liza Saha and Umesh Nair.

     

    Ms Saha is an Indian Insitute of Mass Communications graduate and has been with Text 100 for six years. And Umesh Nair, an MBA from the Indian Business Academy, has spent time with GBM in Mumbai and then Fleishman Hillard in Mumbai, Bangalore and now Kuala Lumpur.

     

    Given that they are not the grey-haired officebearers that one has come to associate associations and conferences with, our questions too had a slightly hat ke tone. And may we add, the dudes handled it well. Read on…

     

    01.   If I am a PR or corporate communications professional, is there any reason why I shouldn’t come to Praxis 2013?

    No, absolutely none. Fabulous line-up of speakers, grand second edition of the Summit, great location to spend a weekend indulging in knowledge and bonding – what more could a PR or Corporate Communication professional ask for.

     

    For those not able to make it to Praxis 2013, make sure you don’t miss next year’s summit.

     

    02.   We read somewhere (ah, well, on MxMIndia) that none of the speakers from the last year are being repeated this year. The holy cows must be upset, na?

    Yes, that was indeed a bold decision.  Our approach to the event design has been different in every possible way. We were very clear post the first edition that we will keep this Summit unique in terms of speakers, content and give preference to new faces.  Surprisingly, most of the speakers from last year have taken this in the right spirit and are supporting our decision wholeheartedly.

     

    03.   While it’s good to see you move venues – so from the south to west and next the north or east, but Summits across the world are known to prefer a fixed venue. Goa in the off-season isn’t too expensive?

    It has been a conscious decision to not restrict the Summit to a particular venue. There are three reasons for doing that. First, we want attendees to have equal opportunity in terms of proximity and attendance from the three metros. Second, we intend to make this Summit, the one that the entire fraternity looks forward to attend on a yearly basis purely for its rich content in an aspirational locale. New speakers and new locations is the mantra. And third, this aligns well with our approach to do things differently. We do not want to do what most Summits follow across the world.

    03a. Gosh, three metros only. So no Kolkata and around… why nothing in the East?

    We are open to going to zones from where there is enthusiasm about an event like this. We are looking for places closer to the hubs/major locations of the profession. Watch out for the next location till then and look forward to your recommendations.

    04.   Given that this is the fourth question, can you give us in four tweets – hence 4 x 140 characters – what the unmissables are at this year’s edition

    Two keynote speeches, one by Peter Chadlington, CEO – Huntsworth Group and Mukund Rajan, Chief Ethics Officer – Tata Group

     

    Watch out for the panel on Public Relations and Journalism: The Changing Equation on Day 1 with some leading editors and the panel on Indian PR’s place in Asia on Day 2 with three regional CEOs

     

    The three masterclasses on Public Affairs, Measurement and Employee engagement have been carefully designed for participants by experts

     

    Lastly, the Ambili Menon concert on Day 1 and music by BayBeat Collective on Day 2

     

    05.   Anything you are happy not doing at Praxis?

    There are two things we are happy not doing – one is on-the-spot registrations, which just complicates a lot of things and the other is live streaming because the idea is to get people together and we can always upload videos in the future.

     

  • Jaldi 5 with Jasmin Sohrabji: Digital is always a focus for Omnicom Media Group

    By A Correspondent

     

    It’s been around a fortnight since the Omnicom Media Group announced the setting up of PHD, its second media agency in India. Some six years back, OMD opened shop and has since been recognized by all – competition included – as an established player in the Indian market.

    Although she didn’t reveal revenue targets, Jasmin Sohrabji, Chief Executive Officer – South East Asia and India of Omnicom Media Group spoke on the setting up of PHD, client acquisition and how digital is huge for Omnicom.

     

    01. OMD started operating in India in 2007. So why did it take so much time for PHD to take off in India, especially since it’s been here informally in the country for almost a year?

    We wanted to establish OMD’s value proposition clearly in the Indian market, and consolidate operations before launching our second brand. In the short span of six years, OMD has carved a distinct identity for itself in the market and provided Omnicom Media Group a strong base to launch PHD.

     

    02. From the year-odd that PHD has been in India, are there any learnings for the way the business is done here vis-a-vis other markets?

    While it’s still early days, we expect to see PHD India as a strong shining star within the global network given the focus on planning and digital already in our group’s DNA in India.

     

    03. The Unilever digital business is with you in India. Are you expecting other alignments to happen soon?

    Going forward there will be some restructuring and realignments for PHD India including HP, HTC, SC Johnson etc

     

    04. Is there too much reliance on these alignments happening, or is this what you expect will happen in terms of commitments?

    Global alignments provide an opportunity not a guarantee of business. Like OMD, we will grow PHD from wherever opportunities come, globally, regionally and locally.

     

    05. Digital is typically what PHD is focused on. But in India, the spends (and if one may even add trust) on digital isn’t much with the budgets of even the big spenders being very small. In what way are you looking at evangelising the medium?

    Not just at the brand level, digital is always a focus for Omnicom Media Group. In India, digital accounts for a significant percentage of our growth and we see this only scaling further.

     

    5a. Are you going to be working with creative solution providers externally or in the long run will you have some resources inhouse?

    We operate on a flexible model, with both internal resourcing as well as strategic partners.

     

  • The co-chairs of the very successful debate series of the IAA India chapter discuss the format and what makes it tick

    Jaldi 5 with Partho Dasgupta & Neville Taraporewalla: No boring panel discussions and screaming on IAA Debates

    The India chapter of the International Association of Advertising has had a superactive calendar over the last year-odd. And one of the events that’s been making waves is the IAA Debates which are held across major cities on issues and themes that are vital to the industry and of course are much debated*.

     

    MxMIndia spoke with the co-chairs of the IAA Debates – Neville Taraporewalla (General Manager, Microsoft India) and Partho Dasgupta (CEO, BARC) on the success of the event series:

     

    01. The IAA debates have been a huge hit. While it would looked like a winner idea even before it started, did you think it would be so much fun when you embarked on them?

    At the outset, we need to thank Mr Srinivasan Swamy,  the IAA ( India Chapter ) President to give us this platform and allowing us blue ocean the opportunity. Yes, at the cost of sounding a bit arrogant, we knew it was a winner of an idea. We have dime a dozen panel discussions happening in Industry events all over but they are all very mushy and goodie-goodie discussions. Television debates have become monotonous and one way where the anchor tends to drive the discussion as to where he wants to. Our objective was to ensure that there was truly a debate! Thoughts and ideas are shared by leaders supported by hard facts and data to make a point rather than shouting and screaming that we see on television being based of as a Debate. Further, we wanted to infuse some energy into this and make them relevant with topics that are being discussed today. Hence we made the format very tight, went with classical debating and had some amazing speakers. It had to be a winner !!!

     

    02. Normally such properties have a fixed element in the form of the moderator. But you’ve gone out and changed them. Any reasons? Also, wouldn’t it be great to have it on a fixed day of every month – like the first or last Friday of a month?

    The fixed element in this is IAA Debates. Nothing or nobody can be bigger than that brand. We try and invite senior people for the debate so a fixed schedule is logistically difficult hence we have to be flexible. I guess this has worked very well for us. Our objective is to ensure that our topics are debaters are relevant to ensure we are able to help the industry actually take a point of view based on the arguments made by the debaters. That has resulted in some interesting results. For example in the first debate, the audience post the arguments continued to support traditional media than digital! We all thought the team speaking on behalf of digital would have a cakewalk but once the arguments were put forth, the audience actually voted for traditional media. Though it was a slender margin, but it was in favour of the underdog creating some excitement for everyone at the event. Similarly, the one in Bengaluru, and then the one at Social Media Week actually gave very different results.

     

    03. Have you had any reservations from industry captains who do not want to be seen on the losing side, at least in pubic?

    Not really, we have on the other hand, been surprised at the way everyone agrees to take part, whatever maybe the outcome. Take for example, Arun Anant, Group CEO of The Hindu who you wouldn’t have heard him in many forums. One call and he was on. We are building momentum. When we invite speakers, they know that to get a invite for this event is special and in most cases we get positive responses. We have been transparent and clear that the topics cannot be changed to suit the speakers and they like the stand. Our topics are carefully selected by the two of us and worded to ensure it appeals to the format that we have designed. Our speakers have loved it and we have got a pat on the back from our sponsor too.

     

    04. Your first edition was on television, why weren’t the others? It would be good for television, na?

    Yes, there are some contractual issues. We will sort out. The format is ideal for packaging for television. In fact, we would be happy to discuss this and take the IAA Debates onto the television platform.

     

    05. You’ve raised the bar on guests already with Subramanian Swamy and Jawhar Sircar… so who’s coming up next?

    Aha!!! You surely don’t want us to give out the surprise elements. Be assured – you will hear and see great names, and many whom you have not heard before. Our effort is to build this property over time and the fact that we have consistently done it is a good runway for many more debates in the coming months

     

    *Disclosure: MxMIndia has been partnering IAA’s Face to Face webinar series

     

  • A quick Q&A with Epsilon's Dominic Powers on the emerging marketing for brand analytics in the country

    Jaldi 5 with Dominic Powers, Epsilon: Indian brands beginning to understand value of analytics

    By Johnson Napier

     

    As the global leader in creating customer connections that build brand and business equity, Epsilon harnesses the power of rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers. With an office in India, Epsilon’s Senior Vice President & Managing Director, International, Dominic Powers shares his plans for the country and how he sees loyalty and analytics performing for his firm in the country.

     

    With a host of new digital offerings springing up intermittently and with technology undergoing tectonic changes quite often, how do you ensure that Epsilon stays ahead of the curve?

    Technology is a means to an end, an enabler.While it is important for Epsilon to be fully aware of new and emerging technologies, more importantly we need to understand the opportunities for these technologies to change the way consumers interact with brands, products or service providers, and whether they provide opportunities for marketers to drive deep consumer relationships and ultimately deliver on a business or revenue objective.

     

    1a. How have marketers responded to the evolving CRM / Direct Marketing initiatives from entities such as yours?

    There is a tendency for marketers to believe that the more data they have access too, the more successful they can be; but unfortunately this is not always true. A large part of our work in the Asia Pacific region, and to some extent in Europe is to work with marketers to help them understand that not all data is created equally. Two of the new Vs of big data are: Value and Veracity, and to me these are the key areas that marketers must focus on. Does the data point add any value to the marketing programme, and will it help drive the required business outcome? Veracity points to the accuracy of the data; in other words, can it be trusted as a source? If not it may negatively impact the efforts of the marketer, and its use must be carefully assessed.

     

    How do you see the twain arms of Loyalty & Analytics performing for you in a market like India?

    With disposable incomes increasing in India, it is developing into a very consumer-driven market. Whether for automobile, consumer packaged goods or travel, Indian consumers are like their Western peers, looking for value for money and quality. Loyalty cannot be bought; it must be earned, and ultimately comes from a product or brand delivering on their promise and enriching the consumer’s life in someway. Loyalty is the icing on the proverbial cake – deliver on your brand promise and you can start to build a relationship with a consumer that is symbiotic; analytics can help you better understand how that relationship is growing amongst your different segments of consumers, across products, across geographic locations, and ultimately at the individual consumer level. Indian brands are now starting to understand the value of analytics as part of the loyalty equation, and are keen to learn the best practices being adopted overseas.

     

    03. How would you analyse Epsilon’s growth from markets across the globe?

    Epsilon has seen unprecedented growth over the last 3 years to become the largest marketing services company in North America, and #2 Worldwide. We continue to focus on the needs of our global clients, while not forgetting their local in market needs. Similarly we understand the needs of local home grown brands as they look to become national or global.

     

    As we grow to be what we call the agency of the future, we will continue to invest in bringing big data together with big ideas to help our clients build meaningful and valuable relationships with their target consumers, and drive business outcomes.

     

    3a, Which are the emerging markets that you seek to tap in the months to come?

    India is still an emerging market as investment in marketing services is still relatively small, and programmes that are in place generally small scale and single dimension. There is still a lot to be done to help Indian companies understand the value of a data-driven omnichannel approach.

     

    Outside of India the same applies to South East Asia, China, and Eastern Europe.

     

    04. Do you see brands/marketers shying away from seeking services from Epsilon given the tough economic climate prevailing at the moment?

    On the contrary, smart marketers understand they need to retain customers whom they have worked hard to win; and the old adage rings true: it is five times more expensive to win a new customer than to retain an existing one.

     

    05. What is your growth strategy for India in the year to come?

    We are working on delivering greater value to our existing client base, and expanding the programmes that are already in place. We are also looking to tap into more vertical markets in India, and to educate them on the value that smart, data-driven marketing can bring. The challenge is finding local talent to join us on this journey.

     

  • Q&A with the Marketing Head (National Channels) at Zee Entertainment on why he’s betting big on the &pictures airing even after the film doing so well on Zee

    Jaldi 5 with Akash Chawla: Extreme reactions on digital is name of the game

    By A Correspondent

     

    After the stupendous success of the Shah Rukh Khan-starrer Chennai Express on Zee TV, the film will now share on the Zee group’s recently launched film channel &pictures on November 23 at 8pm. The channel is pulling all stops to make this premiere an even bigger success than Zee TV with a digital innovation to promote the airing.  An interactive voice response (IVR) system has been created where people can get call a toll-free number (18001035515) and get a reminder on the movie on their phones in Shah Rukh Khan’s voice. The channel is promoting the film in a big way in the digital media. The movie is going to be promoted is via the blogging community. Four lucky bloggers will be selected to relive the journey Shah Rukh and Deepika did from Mumbai to Rameshwaram. The bloggers will tweet and post their travel experience with the  &pictures hashtag on Twitter and build a buzz for the upcoming premiere. In addition, an aggressive marketing strategy has been initiated on traditional media like, TV, radio, print, OOH and cable. Akash Chawla, Marketing Head (National Channels) at Zee Entertainment took time to respond to our questions.

     

    01. Given that it’s coming close on the heels of Chennai Express scoring an all-time high on Zee, wouldn’t there be a pressure on achieving similar ratings?

    Zee is a 20-year-old GEC and Chennai Express is the biggest blockbuster ever in the history of the box-office. It premiered on Zee TV within three months of its theatrical release. Considering the above, Zee definitely had an advantage over &pictures. Having said that, there are still 70 percent of our viewers in the Hindi-speaking markets who hadn’t seen the movie then and hence would now become a target on &pictures. Plus there’s a lot of repeat value for such movies. Hence we’re definitely expecting high returns as being demonstrated by the push that’s been given.

     

    02. The decision to promote the film’s telecast via the digital and specifically the travel blogger route is interesting. But since the number of those connected digitally who will watch a film like Chennai Express is limited, why such an emphasis on digital?

    62 million of the 82 million Facebook users in India are connected via mobile. 40 percent of the Google searches happen via mobiles. We believe in small towns especially after brands like Micromax and Karbonn have reduced the prices of smartphones and have special tariffs by the operators, the mobile phone has become a compulsory medium replacing a bicycle. People who consume the digital media are one of our biggest targets and &pictures is utilizing this base to the fullest.

     

    03. Perhaps reaching out via smartphones as against via bloggers would’ve been more appropriate?

    As I said, &pictures is going to make maximum use of this base!

     

    04. In many ways, your move to promote to consumers via the digital route as against just newspapers etc is an indicator that the traditional media is not as indispensable as it used to be (for promotions). True?

    When one is talking to the masses at large, especially in a category like a video content like ours, audio visual media is of primary essence. Therefore conversion on TV still plays a pertinent role. Newspapers play the role of creating appointment and building scale if right format is taken. The digital route provides a targeted surround and reaches the right consumers.  When it comes to all TG, the blend of digital and traditional gives maximum impact.

     

    05. It’s tricky dealing with the digital media fraternity given that it’s unorganised and may not always be as ‘influenceable’ as the organised media. For instance, while there were mixed reviews from critics in the newspapers, digitally, we saw extremes. Some lampooned the film while a few gushed. Given this, isn’t too much dependance on digital promotions tricky? Almost like playing with fire?

    Extreme reactions on digital media is the name of the game. In fact, we saw extreme reactions when Zee Cinema aired Himmatwala. The film didn’t do that well on the box-office. But it didn’t mean that it did bad on television as well or had negative viewing. (The film fetched 5561 TVTs on Zee Cinema). While we all play with fire, today we can’t escape the fact that digital media has become an integral part such that we can’t ignore it. In our view, innovations on digital front have always been appreciated and have yielded results. Therefore while we’re playing with fire, we’ll kindle the flames in the right direction.

     

  • Much has been spoken and written about the Tehelka founder's misdeeds. We reproduce here one of India's foremost editorial cartoonist Hemant Morparia's take in Mumbai Mirror

    Tooning Tarun Tejpal’s Toxic Tale + Jaldi 5 with Hemant Morparia

     

    There’s been a lot spoken and written about the young journalist being subjected to sexual assault (rape as per the law). Many mails have been leaked, some officially released. Many statements have been made. And there’s been the resignation later from managing editor Shoma Chaudhury earlier today (Nov 28).

     

    We present here five cartoons by Hemant Morparia, one of India’s best known editorial cartoonists, who draws a daily pocket cartoon for Mumbai Mirror and group publications. These, according to us, tell give us a view that’s sharper and thought-provoking than a lot that we’ve heard and read so far.

     

    There’s also a Jaldi 5 Q&A with him alongside  the toons.

     

     

    Jaldi 5 with Hemant Morparia: The seedy is not necessarily as Sleazy as the Mainstream can be
     

    Hemant Morparia is one of India’s best known editorial cartoonists. Other than a daily pocket for Mumbai Mirror, he toons for various Indian and international publications. When he not drawing, he’s into photography, travelling, archery and assorted reading. He’s also a radiologist and sonologist at Mumbai’s Breach Candy Hospital.

     

    01. They’re funny, but given the nature of the event, you can’t really laugh on viewing the five toons you have drawn thus far on the Tarun Tejpal episode. The one on the ladies bar is perhaps the most telling comment on the state of safety.

    That is my favourite of the lot. Sort of speaks my view that the seedy is not necessarily as sleazy as the mainstream can be. It’s hypocrisy that makes one think so.

     

    02. What happened to the young journalist is reprehensible. But what made things worse was that the assailant was allegedly her boss, someone who has been revered in journalistic and activist circles. From the point of view of an observer of news events, do you think this possibly rates as one of the worst acts of the powerful in our country in recent times?

    That jobs and promotions could be linked to ‘giving in’ is equivalent to trafficking by the perpetrator. One is making an employee a whore, by force – so it’s a grave crime. I have no problems with consensual encounters without professional inducement or threat.

     

    03. Would you now see people doubting all the rich, powerful and famous. As in when you meet Editor X and Y, will you now be asking yourself whether he (or even she) could be in indulging in such acts?

    This is as old as time. Nothing shocking here. All humans are potentially capable of depravity anyway imho.

     

    04. Many well-known cartoonists and commentators have been muted in their response on this episode.  Possibly because they know him? Didn’t you feel the same? No more invites to Thinkfests? If you had been drawing for Tehelka, would you have done the same?

    The test for any commentator is how he sticks to his point of view honestly, without fear or favour. Personal equations colouring views will be the beginning of the end for him.

     

    4a. You attended the first Thinkfest. Regret having attended that? If invited, and if organized by the same set of people, will you attend it?

    There’s no reason to regret. I won’t attend in future. Probably won’t exist in future, anyway.

     

    05. On a lighter note, Do you really think there could be a day in India when we’ll have separate elevators for men and women?

    Ha ha! Someone commented on Twitter that such already exist in Saudi Arabia. Well, it would be safer for both sexes you know. The decent male, due to the pervading issues connected to some bad apples of his gender, is a beleaguered creature today. In this charged atmosphere, false accusations could rise too.

     

     

    Reproduced here with permission from Hemant Morparia. All cartoons published in Mumbai Mirror on dates mentioned along with the cartoons. 

     

  • Digital promise followed on-ground action won the day for AAP, say branding specialists based in Delhi NCR

    The making of Brand Aam Aadmi Party

     

    By A Correspondent

     

    Lloyd Mathias

    Marketing, brand and digital specialists from the national capital region attribute the success of Arvind Kejriwal and his Aam Aadmi Party to a well-orchestrated media campaign. “For a party to come in from nowhere and secure around 30 percent voteshare in around one year is phenomenal,” said Lloyd Mathias, senior marketer and Director, GreenBean Ventures. “While the party employed digital media very effectively, a traditional symbol like the ‘Gandhi topi’ which stands for an old world value like social change worked very well for it,” Mr Mathias added.

     

    Mr Kejriwal’s tryst with the social media started with the Anna Hazare movement. But, according to Rajesh Lalwani, Founder and Principal, Blogworks, while the party may have started out with social networks like Twitter and Facebook, the sentiment could be seen on the ground. “Clearly, Arvind Kejriwal would not have been able to achieve it without social media, but he truly energised the vote,” he said.

     

    Rajesh Lalwani

    According to Mr Lalwani, Aam Aadmi Party’s usage of the social media is what it should be – volunteer-driven as against paid-for and commissioned. “There were people visiting a rally, taking a picture and posting it.” Mr Mathias corroborates the view and believes on the digital media front, Mr Kejriwal & Co have been streets ahead.

     

    From the brand and positioning point of view, Prathap Suthan, Managing Partner, Bang in the Middle, believes he saw the making of a classic brand in the party’s campaign,. “It gave what the audience demanded. Public angst was the platform on which AAP was conceived, built, fostered and now given a public thumbs up. The single-most characteristic that worked for them was honesty, along with humility and hope. If the people wanted democratic retribution and teach conniving politicians a lesson, this was the answer. Even the symbol of the party worked for it. The broom symbolised the cleansing that people ached for.”

     

    What next for Mr Kejriwal and the Aam Aadmi Party? Mr Mathias doesn’t dismiss this as a “flash in the pan”. “The whole of accepting donations online and sending a receipt instantly showcased their transparency and integrity”.

     

    Says Mr Suthan: “I personally feel that the results are stunning. This has been like a dream debut. Congress, I suspect, knew what was coming. They were pretty lacklustre and the muted public reception was definitely underlining Delhi’s anti-incumbency echo. BJP certainly powered their way up, and I think they would be surprised too at the seats they gained in Delhi and the other states.”

     

    Both Messrs Suthan and Mathias believe that it was the anger from the people that Mr Kejriwal and his team were able to address through the communication. Adds Mr Suthan: “My gut tells me that there is a national plank of angst. And it’s been something that’s been gaining momentum. The Delhi showing of AAP is proof of that, and will galvanise the rest of the country into looking at AAP as a viable alternative. Their current stance is neatly poised for pan-India acceptance.”

     

    As for Mr Mathias, it was foolish for people and political parties to not take the Kejriwal phenomenon seriously.

     

     

    Jaldi 5 with Prathap Suthan: The broom symbolized the cleansing that people ached for:

    Q&A with Prathap Suthan, Managing Partner, Bang in the Middle, to comment on the rise and rise of the Aam Aadmi Party and and its brand promise from an advertising person’s point of view

     

    01. From your point of view, what would you think was most noteworthy about the Aam Aadmi Party campaign?

    This has the making of a classic brand. Or it has the necessary ingredients for a brand. Solid differentiation. Many distinct characteristics. But most importantly, it gave what the audience demanded. Perfect wedge, if a need gap study was done. People hated the corruption. They were sick of losing pride. They despised the blatant scams. Plus the Nirbhaya case. Public angst was the platform on which AAP was conceived, built, fostered and now given a public thumbs up. If I get to the core of the part and its campaign, the single most characteristic that worked for them was honesty, along with humility and hope. If the people wanted democratic retribution and teach conniving politicians a lesson, this was the answer. Even the symbol of the party, worked for it. The broom symbolized the cleansing that people ached for.

     

    02. Do you think the brand promise of AAP puts in a lot of responsibility on the party to live up to it?

    Of course. The party is obviously new to the business of politics. But I am sure they knew that, and they would do their best not to fritter the opportunity and the backing they have got from the people. Besides, people would by default give them a wide berth. I also think the people in charge know that, and they are also advised by learned pedigreed people from across strata. I don’t think they would suffer from any shortage of advice or experience. That may not be an obvious weakness.

     

    03. In your view, will this brand promise of AAP be able to make a nationwide impact?

    My gut tells me that there is a national plank of angst. And it’s been something that’s been gaining momentum. The Delhi showing of AAP is proof of that, and will galvanize the rest of the country into looking at AAP as a viable alternative. Their current stance is neatly poised for pan India acceptance. And the fact that volunteers came in from every corner of the country is indicative of the national mood for an alternative school of thought.

     

    04. Or do you think AAP will need fresh positioning?

    Sure enough, there is a lot of handwork for them if they have spin this out of Delhi and take it across. Finding the right people, committed, faultless people etc isn’t easy. But I suppose people would take their Delhi show as something that can be duplicated across the country.

     

    05. In terms of pre-election communication, any comments on how AAP fared vis-à-vis BJP and Congress?

    Sure the pre election hyperbole was about forming the Govt. While the hung scenario might get pushed into a re-election, that might actually work in their favor. I personally feel that the results are stunning. I don’t really think they expected these kind of numbers. This has been like a dream debut. Congress, I suspect, knew what was coming. They were pretty lacklustre and the muted public reception was definitely underlining Delhi’s anti-incumbency echo. BJP certainly powered their way up, and I think they would be surprised too at the seats they gained in Delhi and the other states.

     
  • Aditya Swamy, EVP and Business Head, MTV India on the 'Rock the Vote' campaign and how he hopes to drive home the point that it's 'cool' to vote and sport the indelible ink marker

    Jaldi 5 with Aditya Swamy: Making voting cool with Rock the Vote campaign

    If Sunday’s Assembly elections results have already rocked the nation with the emergence of the Aam Aadmi Party as a potent force, youth channel MTV has unveiled a campaign asking young voters to register with the Election Commission and vote on Polling Day. MTV has partnered with 21-year-old non-profit organisation Rock The Vote for the initiative. Speaking to MxMIndia, Aditya Swamy, EVP and Business Head, MTV India spoke on the ‘Hero Rock the Vote’ campaign and how he hopes to drive home the point that it’s ‘cool’ to vote and sport the indelible ink marker

     

    01. And we thought at least on MTV, we could have things beyond elections. Politics and voting sure is in the air for you guys too?!

    Clearly, voting is the flavor of the season. Everyone is doing a voting campaign, especially the news guys. And they are talking to the electorate as a whole. But some interesting facts were thrown up from the Election Commission saying that 12 crore first-time voters this time. And that’s more than the number of votes the leading party got last time. And if they are all young people, then why not have a call to action that is only talking to young people in their language.

     

    So when we scoped out the environment we figured that internationally MTV works with the US-based organization Rock the Vote. Their sole objective is to make it a fun election campaign. It’s not calling it a youth parliament, it’s not calling people to debate on the Top 5 issues of the country and looking for ways to change them.

     

    It deals with issues that touch the youth everyday in their lives. It’s simple things like ice-cream has become expensive so you and your girlfriend can’t have two ice-creams, you have to share one. Your bike…you don’t go for a joy rides anymore, you go from Point A to Point B…because petrol has become expensive. It’s about talking about issues that are relevant to young people and talking in their voice with their ambassadors.

     

    The biggest platform for Rock the Vote is using music and humour. All communication is very tongue-in-cheek. One of our ambassadors we have selected is YoYou Honey Singh, the music star. He’ll reach out to the youth through music videos and music anthem. The effort is to talk the youth in their voice, with things that interest them, and not make it preachy.

     

    We are not saying log onto the MTV and register. We are not saying become a fan on MTV Facebook page. We don’t have to build our audience through this. All we are saying is: ‘Go Press the Button’. It is – ‘Dabao na Button’ …that’s the tag line for the whole campaign. As we build the campaign we’ll say… Log on to electioncommission.com. A lot of people think we are doing this to build our brand, to increase our Facebook fans, to add Youtube views, to boost viewership to the channel. But that’s not it. We don’t believe it doing it just on TV. We start with the first leg on TV. And then we have 200 college campuses that have tied in with an MTV programme currently where we have campus ambassadors. So we will actually go down to campuses and engage with them. And the fun part is, at the end of it, we hold a mega concert for which there are going to be no tickets. All you need is the voting ink on your finger. And that’s how you get entry.

     

    When is the concert?

    After the elections, a couple of days after the elections. We have worked this campaign out in multiple phases. It has a bunch of promos on air, there are several kind of creatives, we’ll have a lot of user generated videos, we have nice set of animation videos made by some young kids, we have college contact programme, we have the music video and the song, we have a mega concert.

     

    02. Do you think this campaign will be able to address the real issues as to why people don’t go out to vote?

    Of course yes! Like I was in Delhi last week and I was able to drive from Gurgaon to the airport in less than half an hour. When I asked the cab driver why the roads were empty, he said it was because of elections. Voting is essentially considered a holiday, so most people take off on short breaks. I think as it becomes more and more cool to vote… that’s the change we want to bring about. We want to make voting a cool thing to do. So an Arnab Goswami asking the youth to vote versus Honey Singh urging them will be different. So that’s what we are trying to tap.

     

    Our second ambassador is Rannvijay, the most followed celebrity on Indian television. Now on the Roadies audition (which will be aired in January), the first questions being asked of participants is – ‘Do you Vote?’. So we have woven it into our content as well. The idea is to make voting cool. Why do you think we are calling it – Rock the Vote…because its with music..it’s with concert… it’s with cool stuff.

     

    03. Are you also looking at reaching smaller towns?

    Yes. These 100 colleges are spread over 25 cities. The idea is spread to the interiors. I’ll take him Honey to Jabalpur, to Kanpur.

     

     

    Essentially the HSM markets?

    If I take him to Kerala or Karnataka, the language becomes an issue. Rannvijay connects with a crowd that speaks in Punjabi. If I take him to Chennai, and he speaks in Hindi, he’ll will be a loser there.

     

    So you are not looking at South?

    If we find some interesting people, who want to be a part of the campaign, we would love to go South. If there is a cricket icon like Rahul Dravid who wants to talk to masses in Kannada, I would love to do it in Karnataka as well. But right now, we are largely at the Hindi belt.

     

    How else are you promoting your campaign, besides television?

    We are looking at Twitter in a large way. Twitter has come in as a strategic partner. We don’t have a press partner. I don’t think young people read newspapers that much. I would rather have Twitter as a partner. And Twitter is a partner with MTV Rock the Vote in US as well. So through Twitter, we hope to engage the urban youth.

     

    04. Don’t you think it will be good to have the youth as consumers of news so that they understand the real issues?

    Before, young people just wanted to fight the system, fight their parents, be very cynical. Now the attitude is: I will go get drunk, I will go party, I’ll go for a concert, I’ll have a girlfriend, but I’ll also go plant trees, I’ll also use eco-friendly bags and I’ll vote. There is a thing if I am not being responsible about the world around me, I’m not been cool anymore. Some of the lines we have used is : “I can’t picture myself sleeping with a non-voter.” “If you don’t do politics, politics will do you.” “Waiting in line to vote is a welcome respite from waiting in line for gas”.

     

    We’ve had campaigns like these in the past like Jaago Re of Tata Tea. As a campaign it was feel good. What is it that you’ll think will actually get people to get down to come and vote and not take Voting Day as just another holiday?

    If voting becomes a fashion, having a tick, the colour on your hand has to be a cool thing. Looking the number of people who posted their picture on Facebook – “I voted, have you?” It has to become the coolest tattoo in town is the ink on your finger. Every young person today, boy or girl, wants to have a tattoo. Tattoo means rebel, no tattoo means mainstream. We had an office party on Wednesday. Thursday was voting day in Delhi. Lot of people flew back to Delhi just to vote. And some of them couldn’t. And you should have seen the thing on Facebook, Shit man, I missed the voting. Ink your pink…that was one of the things. If you have not inked you are not cool. We are talking about things that young people are.

     

    05. Are you going to sync this with Roadies?

    Right from Barney wearing Rock the Vote T-shirt. For us, Roadies has been a great huge place to partnership. One, that’s the audience we are talking to. Two, it is a great partnership with a hero who is in Roadies, and thirdly, we are using Rannvijay as a very powerful face of the entire campaign, and he is the face of Roadies as well.

     

    And you’ve got Hero which is a Roadies sponsor to back Rock the Vote too?

    We’ve got Hero as our partner. We’ve also got Karbon Mobile. Hero has been associated with us for long time. It is interesting to have Indian brand talking Rock the Vote. They genuinely want to involve the youth to make a better India. Otherwise why would it go and sponsor hockey, when everybody is supporting cricket. Hockey is India’s national sports. Also, Hero’s huge network with their dealership huge is a good way to take the campaign to the masses.

     

  • ETV Marathi's Kon Hoeel Marathi Crorepati makes a quick comeback on the back of viewer demand and channel resurgence + Interview with Anuj Poddar, EVP & Business Head.

    Marathi KBC’s double gambit

     

    By A Correspondent

     

    In less than a year since the inaugural series of “Kon Hoeel Marathi Crorepati”, Marathi general entertainment channel ETV Marathi has announced the second season of the gameshow.

     

    Season 2 of KHMC, as the show is called, will double the prize money to Rs 2 crore and have two contestants as again one, participating as a team. The show starts on Monday, January 13 at 9pm and will see well-known actor and theatreperson Sachin Khedekar continue as the host. In a first across all television adaptations globally, there will be two participants instead of one, participating as a ‘jodi’ or a duo in every team.The show is being produced by Siddhartha Basu’s Big Synergy.

     

     

    Season 2 is already witnessing 50-70% higher rates from advertisers over Season 1: Anuj Poddar

     

    Excerpts from an interview with the EVP Viacom18 and Business Head, ETV Marathi, on the show, how it is doing in terms of revenues and the reasons for bringing it back so soon after the end of Season 1.

     

    01. It’s been less than a year since KHMC concluded – in fact the inaugural season last year started around May, so how did you look at starting the second season so early?

    The first season successfully established KHMC and also led to the resurgence of ETV Marathi. Ever since its completion, we’ve been getting a lot of demand from across Maharashtra, from viewers and interested participants asking about the next season. That prompted us to bring it back quickly. And the high response (150% of Season 1) to the call-for-participation has proven to us the eagerness amongst people for this season.

     

    Does it worry you that the format is not a ‘sureshot’ reason for ratings and popularity as we’ve seen in the case of KBC?

    The ratings of the show are a function of the show itself, its innovations and creative treatment, the platform it is on, the competitive scenario and the audience situation in each language market. Thus the factors for each language-market are unique and not comparable. While in Season 1 we spent a lot of time imbibing learnings from other versions and markets, for Season 2 our focus has been to imbibe learnings from our KHMC Season 1 and our own market. I am confident that Season 2 will be even more popular and talked about!

     

    02. The promos have been on air for a while. Getting ‘jodis’ to come on the show must’ve been quite a challenging task? Or was it easy to get them?

    ‘Jodis’ will prove to be a winner concept and I am proud that ETV Marathi is the first channel to introduce this concept for a full season of this format anywhere in the world. KHMC is not a game show. It is a show about people’s lives, the aspirations of the participants and their families, and what the winnings mean to them. We want to see them participate jointly, win jointly and transform their lives jointly. Of course, it has been a much greater logistical exercise to make it happen, but having now seen the mix of participants we have been able to get and the viewing experience it translates into for the audiences, it has really been worth it.

     

    03. You’ve retained Sachin Khedekar as host… any other changes in the format?

    This season brings double the prize money (Rs 2 crore instead of 1 crore), double the participation (2 hot seats), double the opportunity (2 minds working together) and promises to be double the fun! Guaranteed. And we will also be introducing certain other creative innovations. For example, we are introducing “Tension Gul”, a stress buster option for the participants. Again, this is an innovation being brought to the format for the first time by the Marathi version.

     

    Will the computer be called ‘Raje’ or has that been changed?

    The computer will be called Guruji.

     

    Was the change effected due to the controversy around Raje?

    As described above, this is one of the many variations we are bringing to Season 2. Viewer feedback, our own creative reviews and ideations, the need for freshness are all factors that drive changes.

     

    04. How did the first season do in terms of monies? Are you making enough money on it? Also, in terms of ratings, what are your targets for the KHMC 2?

    The first season did decently; it helped establish much higher rates than ETV Marathi had been commanding at that point and also brought on newer advertisers to the channel. And as Season 2 commences, we are already witnessing 50-70% higher rates from advertisers over Season 1. In terms of ratings, I expect Season 2 to start off from the peak at which Season 1 ended, and build even further from there to set new peaks.

     

    Could you throw some light on your promotional strategy?

    It is an aggressive 360-degree strategy across all media – home channel, cross-channel, radio, OOH, print, digital – just like in KHMC Season 1. However, the objective and messaging is very different this time. The objective in Season 1 was to establish that the biggest format was coming to Marathi television and also to re-awaken and create buzz around ETV Marathi. This time around the focus is on bringing out the innovations in KHMC Season 2 and build anticipation and excitement around it.

     

    Do we see an online version of KHMC 2 to target the growing Marathi online community?

    We will be rolling out an interesting social media app for KHMC to engage the online Marathi community and ETV Marathi’s fan base.

     

    05. While you have doubled the jackpot to Rs 2 crore, do you think we could see parity between KBC Hindi and KHMC?

    Both the versions operate in very different contexts and are at different stages of their respective lifecycle. So I don’t think there is any comparison.

     

    Said Mr Basu: “Team Synergy is delighted to bring back the show within a year of a successful first season, and can assure Marathi viewers that they can look forward to an even more engaging series this time around, with interesting and entertaining family jodis playing for a fortune, and Sachin Khedekar in great form as the host .”

     

    The veteran actor is looking forward to the show. On being asked what the show means to him, he said: “The Marathi Manoos has always valued the power of knowledge and Kon Hoeel Marathi Crorepati epitomises this thought. Season 1 was an engaging and gratifying experience that saw people from all walks of life across Maharashtra witness their destinies being redefined. With Season 2 now asserting that two hearts and two minds are better than one, the show is all set to showcase the power of togetherness.”

     

    What should lower the heat for Mr Khedekar and the programmers is that the ‘Computer’ is going to be called ‘Guruji’ in the second season and not ‘Raje’. In the last season, there were protests against the usage of the name as Maratha ruler Shivaji is reverentially referred to as ‘Raje’. The channel though did not change the reference through the season and the protests also died down (see link: http://www.mxmindia.com/2013/07/marathi-kbc-in-spot-over-computer-being-called-raje/). KHMC Season 2 will air every Monday and Tuesday at 9pm starting Monday, January 13.

     

    Speaking on the show’s promise, Anuj Poddar, EVP Viacom18 & Business Head, ETV Marathi said “Kon Hoeel Marathi Crorepati Season 1 successfully achieved our objective of redefining the television viewing experience on Marathi Television by providing a show that celebrated culture and knowledge. In Season 2 our focus has been to imbibe learnings from our KHMC Season 1 and our own market. I am confident that Season 2 will be even more popular and talked about,” he told MxMIndia in an interview (see accompanying story).

     

    A senior executive at a Marathi television broadcaster welcomed the Second Season saying the only way regional television will grow is when money is pumped into programming. “International formats are expensive and only those with deep pockets like ETV Marathi can afford such initiatives.” A media buyer, who requested anonymity said that formats like KHMC help in bring attention to a channel and the genre from people who are clueless about genre. Game shows and reality shows are excellent for product placements and smaller brands cannot always afford the Hindi GECs.”

     

  • The head of the MRUC's technical committee on the new round of IRS numbers, the surprises thrown up and why he prefers to spend time on techcoms than playing golf or potter around the house

    Jaldi 5 with Paritosh Joshi, IRS TechCom head: Await one more round before arriving at judgement

    The best way to get Paritosh Joshi to respond is to your mail is to write to him in Verdana, 10 points. We did exactly that, with a request to respond to our questions on the Indian Readership Survey (IRS). Mr Joshi is head of the MRUC’s technical committee as also a member of the core technical committee of BARC. With an eye for detail – in research methodology, numbers and words, the broadcast industry captain was heading to the capital for the Delhi leg of the IRS announcements when MxMIndia requested him for this quick Q&A:

     

    01. From RFP to the release yesterday, the new-look IRS has taken a while in making. The fact that it has been released indicates you are satisfied with it, but are you happy with the way the entire process has gone?

    Yes, I am. This edition was not easily constructed. A brand new JIC, RSCI had just been formed after years of inconclusive dialogue. The legacy study was discredited for suspect fieldwork and overburdened by ad hoc modules. Negotiating through all this history and delivering a completely overhauled study less than a year after the final release of the old edition has been very satisfying.

     

    02. It has surely thrown up some surprises with some sharp rises and exits from the top performers list for some? For instance, Hindustan forging ahead of Dainik Bhaskar, Mid-Day being among the Top 10 English dailies and dna exiting that list.

    I am of the view that as a TechCom person, I have to do the best possible job of design and process management. The numbers are outcomes that distill the voice of respondents. I will add that any audience measure only makes sense as a time series. I would humbly urge all stakeholders to let at least one more round be published before arriving at judgement.

     

    03. In fact, dna has put out a front-page note below the masthead questioning the data put out. While one is not questioning the credibility, integrity and intent of anyone, how can we explain such sharp variance from the last study findings?

    Our study release notes are at pains to explain the big changes not just in design and data gathering but even in key definitions. I might add that we jettisoned the old model precisely because it had been repeatedly questioned for ethics and methodology. If it is now being held up as a standard of evaluation for the new study, we need never have gone to all this effort.

     

    04. In terms of the data thrown up, there’s a fair bit beyond the hard numbers. Although it may not be your concern as technical committee head, but the true advantages of the new IRS study will be realized only if the data is employed optimally? Are subscribers being educated on how to use the data?

    Our curtain-raiser yesterday was very emphatic on this subject. There are mountains of data that IRS gathers and the only ones that get attention are the AIR numbers. The deep insights, though, lie in demographics, product linkage, media mix consumption patterns and so on. I don’t think RSCI or MRUC can really conduct training sessions for this but anyone who plays around with the data will readily find all this material.

     

    05. As a media practitioner, what according to you is the biggest takeaway from the new IRS?

    Our practices in the Audience Measurement Sciences are dated and in urgent need of overhaul. If we want the underlying media markets to grow, we cannot afford to ignore measurement.

     

    06. One last question:  chairing the technical committee at MRUC or being part of the core techcom at BARC is a thankless job. It’s like being secretary of your housing society. And there’s no money to be made either, at least officially. It’s obviously prestigious and satisfying, but wouldn’t you be rather doing something more fun. Potter around the house, play golf, write a book?

    The pottering and writing happens anyway (don’t play golf but I DO run). The joy of giving something back to the industry that has given me so much is a reward in and of itself but the ability to stay abreast of everything and connected with all the participants in the business is a huge cherry and icing on that confection.