MxMIndia

Category: MEDIA

  • Award constituted by MedscapeIndia, India’s largest community of doctors and healthcare professionals.

    Complete Wellbeing bags Medscape award

    By A Correspondent

     

    Complete Wellbeing emerged as India’s first ever magazine to win the Medscape India Award 2012 for its commitment and contribution to the field of holistic wellness. Medscape is India’s largest community of doctors and healthcare professionals. The award was presented at a gala ceremony presided over by the honourable Health Minister, Suresh Shetty and was attended by India’s leading doctors and healthcare professionals.

     

    The awards were hosted by Founder President of Medscape India, Dr Sunita Dube. Also present at the event were Dr Kishore Taori, President – Maharashtra Medical Council; Dr Lekha Pathak Hon. physician and cardiologist to the president of India and Governor of Maharashtra; eminent orthopaedic surgeon Dr HR Jhunjhunwala, renowned ophthalmologist Dr Hemanshu Mehta, and Padma Bhushan Dr Sancheti.

     

    The award was one of the 21 awards won by distinguished individuals from the medical, pharmaceutical and paramedical fraternity. Accepting the award, Manoj Khatri, editor-publisher of the magazine said: “We launched Complete Wellbeing with a vision to go beyond the narrow confines of physical health to create a collective mind, body and soul experience that would help our readers live richer, fuller and more gratifying lives. This award is a testament to the commitment and support of our team and our readers.”

     

    Commenting on the award, Founder President of Medscape India, Dr Dube said: “Complete Wellbeing effectively encapsulates our vision of catering to the holistic welfare of all individuals. We at Medscape are delighted to take this opportunity to honour this contribution.”

     

    The fraternity including the team of Complete Wellbeing also took a pledge to spread awareness about gender neutrality through the “save the girl child campaign.”

     

    The awards celebrate excellence and integrity in wellbeing and were voted by a high-profile judging panel of doctors and healthcare professionals, including Dr Niranjan Agarwal President, Association of Medical Consultants, Mumbai.

  • Lintas Initiative Media CEO Sudha Natrajan and COO Raghav Subramanian join hands to launch TMC

    Sudha Natrajan & Raghav Subramanian to launch ‘The Media Cafe’

    By A Correspondent

     

    Sudha Natrajan

    Soon after the announcement came in of Lintas Initiative CEO Sudha Natrajan moving on, she announced joining hands with COO Raghav Subramanian to launch TMC Corporation Pvt. Ltd. The venture will have a gamut of offerings under its banner. Having a combined experience of more than 40 years, the two founding directors of the company believe that the media industry has a strong sense of community without a sense of belonging.  With this thought, The Media Cafe is born which will seat the belonging of the community. It is a place where the media world will see every sunset and where walls among agencies and among media owners are rubbled. Gurgaon will host the first ‘edition’ of the Cafe which is under work and will see an opening middle of August.

     

    The Media Cafe holds the right side of TMC while on the left side are all key areas of expertise covered. The Media Consultants – A strategic consultancy offering, The Media Consumer – Research offering on both media and consumer, The Media Calibrators – Applying brand/business analytics, The Media Content – Merging brand messaging and content.

     

    Raghav Subramanian

    On the new venture, Mr Subramanian said, “It has been a long wait after various stints. This just feels right. TMC is here and will bind the industry in more than a couple of ways. Sudha is someone I have known for a while now and what can be a better combination. We complement each other well; this is a new start not just for us, but also for a lot of people around us.”

     

    “After 20 years of working in a tight system, it’s a great feeling to break free, and evolve afresh. We’re so excited to launch our own company, which involves both work and play. We’re both extremely grounded, simple people, who form tight bonds with everyone we interact with. We want to deliver a realism that forms a halo over all our offerings,” added Ms Natrajan.

     

    Ms Natrajan has spent the last 20 years in a career spanning Product Management, at Parle Products, Account Planning and Client Servicing at Lintas, and then the last 11years in Media, and leave Lintas Initiative Media, as its CEO.

     

    Mr Subramanian’s career spans across all facets of the industry – Research, Media, Analytics and Business. Has spent 10 years in GroupM New York which makes him complete by adding the global facet. He has the uniqueness of having worked at all the top conglomerates – WPP, Publicis and IPG. He leaves Lintas Initiative Media as its COO.

     

  • IRS2012Q1 findings out: No change in Top 10 Publications and Dailies

    By A Correspondent

     

    The numbers from the latest round of the Indian Readership Survey (IRS) are out as the Media Research Users Council (MRUC) and Hansa Research Group (HRG) announced the findings of the first quarter of 2012.

     

    According the AIR (Average Issue Readership) figures, Dainik Jagran continues to lead as the most read publication across the country. While Times of India is the only English daily to make it to the top 10 most read publications, Lokmat is the only Marathi daily in the top 10 most read publications.

     

    (AIR numbers; All figures in ‘000)

     

    The rankings of the top 10 dailies are the same as the top 10 publications.

     

    (AIR numbers; All figures in ‘000)

     

    The top 10 magazines of the country are mainly dominated by Hindi languages followed by English and Malayalam language magazines. There are a few changes in the rankings of the Top 10 Magazines.

     

    (AIR numbers; All figures in ‘000)

     

    Note AIR  or Average Issue Readership is defined as the readers of an average issue of a publication i.e. the estimated number of those who have read or looked at any issue of the publication within a specified time interval, which is equal to the periodicity of the publication (excluding the day of the interview).

     

  • The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector

    Singles spend more time on matrimonial than social networking sites: Shaadi.com survey

    By A Correspondent

     

    In a survey conducted by the matrimonial portal, Shaadi.com, it has been found that 63 per cent singles searching for a match tend to spend more time on matrimonial sites than the social networking sites.

     

    The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector. The findings of the survey clearly showcase that even though the social networking sites are gaining momentum, when it comes to partner search matrimonial sites are considered reliable and trustworthy by singles and hence they tend to visit these sites more often through the day.

     

    The survey also highlights the importance singles give to the social networking sites during partner search. The survey findings reveal that 31 per cent singles agreed to be searching for the profile of their potential partner immediately after they receive Expression of Interest (EOI). While, 27 per cent have denied checking the potential/ short listed partner’s profile till they finalizes someone. 25 per cent singles add each other on social networking sites post their chat on the Shaadi.com instant Messenger and the rest 17 per cent do so after their first meeting.

     

    This trend of visiting the potential partner’s profile on social networking sites like Facebook is mostly noticed amongst the male respondents (74 per cent) as opposed to women respondents (63 per cent). Women respondents have said that they mostly feel the social networking sites are meant for their friends and hence they refrain from adding potential partners to their social network.

     

    Commenting on the survey results, Gourav Rakshit, Business Head, Shaadi.com, said: “The survey findings clearly confirms the fact that people consider matrimonial sites like Shaadi.com more reliable while searching for a partner outside their social circle and hence singles log in more often to these sites as compared to social networking sites which are meant mainly to be in contact with their social circle. These sites are also meant for individuals who can connect with others from a relevant community or having common interests. Members who initially meet through Shaadi.com tend to check potential partners profile on social networking sites to know the common interests, friends, hobbies they might have but certainly do not look for a match through these sites.”

     

  • The report details how the industry's growth on the back of a fast-multiplying internet population is changing the way many Indians are shopping and impacting how businesses function

    MSLGroup India releases e-com report

    By A Correspondent

     

    On June 8, MSLGroup India, Publicis Groupe’s flagship strategic communications and engagement company announced its latest executive report on ‘E-commerce inIndia: Evolution, Growth and Challenges.’

     

    The Internet and Mobile Association of India (IMAI) estimated that India’s e-commerce market is growing 70per cent every year. The report unravels and shares insights on this e-commerce story in India, detailing how the industry’s growth on the back of a fast-multiplying internet population is changing the way many Indians are shopping and impacting how businesses function.

     

    ‘E-commerce in India: Evolution, Growth and Challenges’ highlights the opportunities for companies operating or looking to operate withinIndia’s e-commerce market including:

    • Global trade: How e-commerce has changed the way businesses approach globalisation
    • Lower search costs: How the internet has changed pricing strategies
    • The rise of facilitators: How internet banking has created new opportunities

     

    It also flags potential hurdles for businesses. The challenges explored by the report cover:

    • Payments: Cash remains king, forcing inefficient options such as payment on delivery
    • Logistics: Courier costs and shipping
    • Cyber crime and online security

     

    Commenting on the report, Jaideep Shergill, CEO, Hanmer MSL, said: “Today, in India, the e-commerce landscape provides opportunities for companies, but also potential hot spots.  E-commerce in India: Evolution, Growth and Challenges shines a light on this growth market, provides insights on how to negotiate the challenges that arise within this category so that brands can effectively use e-commerce to make a difference to their business.”

     

  • This alliance will bring together the research based strategy, planning and campaign management expertise of PSB and the knowledge of healthcare sector and a national footprint of implementation of VIA Media Health

    Penn Schoen Berland & Via Media Health form strategic alliance

    By A Correspondent

     

    Penn Schoen Berland (PSB), a global research-based strategic  communications  advisory that helps companies negotiate some of their toughest corporate image and corporate affairs challenges announced that it has formed a strategic alliance with VIA Media Health, India’s largest healthcare communications service provider, to offer its healthcare clients the most effective communications solutions guaranteed to “move the needle” and give clients a competitive edge.

     

    This alliance will bring together the research based strategy, planning and campaign management expertise of PSB and the knowledge of healthcare sector and a national footprint of implementation of VIA Media Health to tackle the full spectrum of advocacy, corporate image and corporate affairs challenges faced by companies across the spectrum of healthcare products and services to achieve their goal of  providing  ‘universal and affordable healthcare.”

     

    “Understanding the competitive landscape and the challenges faced by our client is the key to developing and delivering a programme that helps them gain a competitive edge. This partnership will combine the best of research based planning with the national execution footprint of VIA Media Health to deliver the best returns on the communication investment by our clients,” said Ashwani Singla,MD& CEO, Penn Schoen Berland,South Asia.

     

    Commenting on the partnership, Swadeep Srivastava, MD & CEO, VIA Media Group, said: “We at Via Media have always been looking to add cutting edge research based communication solutions for our clients from a wide spectrum of health sector. The alliance with PSB will further strengthen our offering besides giving us an opportunity to work closely with their global and Indian clients.”

     

  • Milestone Brandcom brings the glitz and glamour from Jhalak Dikhhla Jaa out on the streets

    Milestone Brandcom executes campaign for Jhalak Dikhhla Jaa

    By A Correspondent

     

    Milestone Brandcom has brought out the glitz, glamour, magic & star power straight from the sets of Jhalak Dikhhla Jaa out onto the city streets.

     

    Jhalak Dikhhla Jaa is the Indian version of BBC’s Strictly Come Dancing and ABC’s Dancing with the Stars that went on air on June 16. The dazzling launch was supported by an extensive OOH coverage in over 22 cities across a wide array of 1,500 high impact media touch points; coupled with a mixed bag of innovative ideas that have been conceptualized and implemented by Milestone Brandcom along traditional and unconventional media mix generated the desired buzz and hype around the launch of the show.

     

    This is the first time that Colors is broadcasting this famous international format. The show brings together 12 celebrities along with one common man who will compete with each other along with their choreographer partners for the title. These 13 pairs will be judged by 3 celebrity judges – Madhuri Dixit, Karan Johar & Remo D’souza.

     

    The media mandate / communication objective to Milestone Brandcom was to bring out the spectacular extravaganza from the show, live on OOH. The core communication objective was to create intrigue for the upcoming show and to build salience for the brand and maximize impact through high visibility, scale and innovation.

     

    The main media objective was to drive tune ins for the channel thereby increasing TRPs.

    To ensure the right audiences were reached, a high intensity OOH plan was executed across the key target markets – Mumbai, Delhi, UP, Gujarat, MP, Maharashtra and Rajasthan across mass media touch points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding and utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the judges.

     

    The 2 innovations executed for the show were conceptualized around the “disco ball” element that relates directly to dance; were a perfect brand fit for the show. The first was a Gigantic Disco ball at Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres and ensured that every passerby stopped & glanced at it. The second execution at Juhu, Tulip star junction was that of a “shiny disco ball.” The hoarding was lit from various points & it appeared as if the disco ball was glistening in the night.

     

    Commenting on the campaign Rajesh Iyer, Head Marketing, COLORS said: “Since this was the first season of Jhalak Dikhhla Jaa on Colors, we had a dual task in hand – to communicate the launch of the show along with building recall for the time slot and the channel. Along with Milestone Brandcom, we developed an idea of using the “disco ball” imagery through-out the campaign to bring out the essence and star power of the show. Due to the awareness created by this innovative and creative OOH campaign, Jhalak Dikhhla Jaa has stood out distinctly and created excitement. This concept has helped us in creating buzz for the show and certainly created the desired impact.”

     

    “We tried to being out the action from the sets of the show out onto the OOH campaign. In order to complement the exuberance of the show it was essential to build presence along every key arterial route and important transit junction in the key markets and that is exactly what we delivered,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

     

  • The I&B ministry has announced the fresh date for digitization in the four metros as November 1

    Digitization in 4 metros put off to November 1

    By A Correspondent

     

    Given the varied and protracted deliberations with stakeholders, the Government of India has announced that the sunset date will be October 31, 2012 for the four metros with a complete switchover from November 1 in Chennai, Kolkata, Mumbai and New Delhi.

     

    Here goes a prepared statement issued:

    The Cable Television Networks (Regulation) Amendment Act, 2011 has made it mandatory for switchover of the existing analogue Cable TV networks to Digital Addressable System (DAS) by December 2014, in a phased manner. In respect of four metros of Delhi, Mumbai, Kolkata and Chennai, the digital switchover is mandated to be completed by 30th June 2012.

     

    The Task Force, comprising of all stakeholders, constituted by the Ministry in April, 2011, has been monitoring the progress made by various stakeholders towards digitisation. The task force has also undertaken field visits and interacted with local stakeholders. Discussions have been regularly held with Broadcasters, Multi System Operators (MSOs), Local Cable Operators (LCOs), while the Ministry of Information & Broadcasting has been in regular contact with the concerned State Governments on this issue.

     

    Regulations on Tariff & Interconnection were issued by TRAI only on 30th April 2012 instead of being issued in January, 2012, as expected.  The Quality of Service Regulations and the Consumer Complaint Redressal Regulations were issued on 14th May, 2012 by TRAI. As per these Regulations, every Broadcaster and MSO was required to publish its Reference Interconnect Offers (RIOs) within 30 days of issue of the Regulation.  Another 30 days are required for negotiations between Broadcasters and MSOs.  Thereafter, the MSOs and LCOs arrive at agreements which enable the consumers to have a clear indication of the terms and conditions for installing Set Top Boxes and the prices of channels on an a-la-carte as well as on a bouquet basis.

     

    The second order of TRAI of 14th May, 2012, has mandated that every MSO or its linked Cable Operator has to put in place a Consumer Complaint Redressal System consisting of a complaint centre with toll free consumer care number, web based complaint monitoring system as well as appoint or designate one or more nodal officers and publish consumer’s charter for DAS.

     

    Both these orders of TRAI have not yet been substantially implemented.  As a result of this, the installation of Set Top Boxes has not picked up necessary pace for the completion of the process of digitalisation by 30th June, 2012.

     

    The assessment of these ground realities, compels the Ministry of Information & Broadcasting to set a new deadline.  It is, however, imperative that the modified target deadline is set with strict benchmarks to ensure that no complacency sets-in in the system and the new target date is achieved collectively by all the stakeholders.

     

    Therefore, keeping in view public interest and after intensive and extensive consultations, as well as written commitments from all the stakeholders, for fully implementing the regulations of TRAI, the Ministry of Information & Broadcasting has decided to modify the 30th June deadline for a complete switch over to 31st October 2012 for all four Metro Cities i.e Delhi, Mumbai, Chennai and Kolkata.

     

    All the TRAI regulations for DAS will come into effect from 01st November, 2012.

     

    The Ministry of Information & Broadcasting will closely monitor the process of digitalisation over the next four months.  The Ministry of Information & Broadcasting will issue warning letters to those going slow on their written commitments.  Needless to add that both, the Ministry of Information & Broadcasting and TRAI, will take action under the provisions of the Cable Act, wherever and whenever necessary.

     

  • Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media

    Ormax offers tool to measure effectiveness of big media tie-ups

    By A Correspondent

     

    Media research & consulting firm Ormax Media announced the launch of its proprietary model for brand association measurement – Mpact. Mpact is a scientific tool that measures the strength of association of a brand with a big-ticket, high-impact media property.

     

    Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media, e.g. Sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns, and so on.

     

    In the Mpact model, consumer data is used to calculate the Mpact Score, a single-number measure of the effectiveness of the association for the brand.

     

    Speaking on the launch, Shailesh Kapoor, CEO – Ormax Media: “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss; takes a false cover on Times Of India; plans a roadblock on a top channel; or associates with a big film such as Ra.One or Bodyguard – returns that go beyond just the day-after recall of the association are expected. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact Score is a surrogate ROI measure of the association.”

     

    Mpact has been developed and tested across more than 50 media associations by leading brands in various categories, including ‘Airtel presents Satyamev Jayate.’

  • Mr. Hibi to undertake Indian operations with effect from July 1, 2012

    Kenichiro Hibi is MD, Sony India

    By A Correspondent

     

    SonyIndiahas announced the appointment of Kenichiro Hibi as its new Managing Director with effect from July 1. Mr. Hibi will be responsible for spearheading the overall growth and profitability of the company within the region, by driving robust business strategy, providing thought leadership and guiding excellence in market performance across all categories.

     

    Mr. Hibi brings with him over 23 years of diversified experience in Sony, with a host of senior level positions to his credit. His last role was as Managing Director, Sony CIS, where he played a crucial role in making this region emerge as one of the most potential contributors in Sony’s global growth map. While managing the CIS region for over six years, he was successful in developing a sound business strategy, which adjusted to market turbulence while maintaining focus on customer orientation.

     

    Mr. Hibi will be replacing Mr. Masaru Tamagawa, the current Managing Director, Sony India, who will move on to the position of President, Sony Europe, with effect from July 1.

     

    Announcing the new appointment, Mr. Haruyasu Nagata, SVP in charge of Global Sales and Marketing, Sony Corporation, said: “I am delighted to appoint Mr. Kenichiro Hibi as the new Managing Director for SonyIndia. He has already successfully contributed to Sony’s growth in the rapidly evolvingRussiamarket, and we are confident that his experience and expertise will take our Indian operations to the next level. Mr. Tamagawa made an exceptional contribution in making SonyIndiaa top ranking sales company contributing significantly to Sony’s global sales, and I am confident that Mr. Hibi will build on this momentum by augmenting our overall market share and the customer experience we deliver in this rapidly growing market.”

     

    Expressing his delight on the appointment, Mr. Kenichiro Hibi said: “Indiais one of the key markets for Sony globally, with an immense growth potential across categories. I am excited to continue Sony’s journey to success in one of the most dynamic markets in the world.”

     

    Mr. Masaru Tamagawa has been Managing Director, SonyIndiasince 2007 and has overseen the emergence of SonyIndiaas a major organisation and growth market, holding the top share of the electronics market inIndia. He previously ledSonyGulf, based inDubai.

  • Based on the augmented reality technology, the 9XM Wall of Music will enable multiple songs downloads from the latest Bollywood movies

    9XM celebrates World Music Day with 9XM Wall of Music

    By A Correspondent

     

    9XM is celebrating the World Music Day on June 21 with a unique on-ground innovation. The channel is creatingIndia’s very first digital music wall called the ‘9XM Wall of Music’ offering free downloads of the latest Bollywood songs. The 9XM Wall of Music will be installed at the Chatrapati Shivaji Terminus in Mumbai and DAME Shivaji Stadium inDelhi.

     

    Based on the augmented reality technology, the 9XM Wall of Music will enable multiple songs downloads from the latest Bollywood movies. People can download songs by scanning the Bollywood movie posters placed on this wall, with their smart phone devices. People who do not own a smart phone can also download songs from the 9XM Wall of Music by sending a SMS to 54646 to get the song link on their phones for further download.

     

    Speaking on this initiative, Amar Tidke, Sr. VP & Content Head, 9X Media Group said: “June 21 is celebrated as the World Music Day across the world. This designated day of free music will be celebrated by 9XM by providing unlimited free downloads of the latest Bollywood hit songs. We are confident that this unique offering will make the World Music Day extremely memorable for Bollywood music fans.”

     

    The World Music Day originated inFranceand is celebrated annually on June 21. It is a day when the world celebrates the magical gift of music. Anyone can make music on World Music Day, in some cases in any location, provided one rule is followed: The music must be free.

     

    The 9XM Wall of Music will be promoted with a 360 degree plan across on air, print and digital platforms.

  • Most experts feel is that both the incumbent SAB and challenger Life OK will have to work harder if they want to reach the top slots.

    Life OK and SAB: The see-saw continues…

    By Meghna Sharma

     

    In India there is no dearth of television channels. The competition is only growing and the race to lead in the TRP race is heating up. In the past few weeks, the two channels which seen an increase in their TRPs are Life OK and SAB TV which have been fighting for the fifth spot in the TRPs race.

     

    Life OK, the newest entrance in the GEC genre from the Star India stable, was launched in December last year. The network renamed and re-launched their youth-oriented channel Star One with new tagline ‘cherishing what you have’.

     

    On the contrary, SAB TV has been around for over a decade now but has gone through various transformations. In March 2005, SAB TV was acquired by Sony Entertainment Television and was transformed into a youth-centric channel. In June 2008, the channel announced that it would return to its roots by being repositioned as a comedy-centric channel.

     

    So what does the race for TRPs mean for the two channels and do they pose a threat to other GECs? MxMIndia spoke to a few media planners to see what is the future of the GECs and what shape will this ‘war’ take.

     

    According to the latest TAM data, in week 24, SAB TV has toppled Life OK and regained No 5 position. Whereas, last week (week 23), Life OK was the fifth most watched GEC.

     

    Sundeep Nagpal

    Sundeep Nagpal, founder director, Stratagem Media feels that these are momentary fluctuations and cannot be contributed to anything per se. “These channels have a small base; therefore, even a single factor can affect the ratings of the show – positively or negatively – depending on how it did on a particular week. Hence, I don’t think we should be alarmed by such fluctuations. And they won’t be able to impact the top 4 slots.”

     

    The two channels have positioned themselves differently, too. SAB TV is a comedy-centric channel which portrays itself has a family channel, whereas Life OK has shows full of melodrama like other GECs.

     

    Janardhan Pandey, associate vice-president, DDB Mudra Max feels that the two cannot impact each other drastically. “SAB has its own set of audience which won’t get influenced by other GECs and vice-versa. They will continue to do well in their own categories; the fluctuation between the two is possible but they don’t have the same hold as other GECs do. They still have a long way to go.”

     

    Jai Lala

    On the other hand, Priti Murthy, national director – Insights, Maxus, feels that though these channels might be still small fish, they cannot be ignored entirely. “Like these two channels, even number two and three slots have been fluctuating for a while now. So, slot five and six can create an impact too. One cannot rule out the possibility of them gaining to higher positions in the future if they come up with new and better content.”

     

    On the channels growth, Mindshare’s principal partner, Jai Lala feels that the two channels have grown since Imagine TV, a Turner International India Pvt Ltd entity, was shut down earlier this year. “The shutdown of Imagine TV has benefited these two who are now turning out to be competitors. However, they still have a small base compared to others and unless and until they cross the 200+ threshold, I don’t think that they can or will affect the channels like Star or Zee or Sony which have been ruling the top slots in the TRP race for a long period of time.”

     

    Uday Mohan

    “While these channels are doing well they have a long way to go in terms of reaching the numbers of the mainline GECs. They still don’t have the kind of appointment viewing that the mainline GECs generate….they might eat into the shares of other frequency channels but will not threaten GECs, at least not immediately,” added Uday Mohan, executive director – North, MPG.

     

    Most experts believe that there is nothing to be alarmed about the two channels see-sawing. What they do feel is that both the incumbent SAB and challenger Life OK will have to work harder if they want to reach the top slots.