Category: MEDIA

  • Saavn launches new ad platform

    By A Correspondent

     

    Indian music service Saavn has announced the launch of its new advertisement platform, Impact. This platform enables brands to identify, connect and engage with its 10.5 million users in India and across the globe.

     

    Impact is an innovative approach to digital and mobile advertising that gives brands 100 percent share-of-voice. Using Impact, brands get complete and exclusive access to all advertisement units on the Saavn web site and mobile apps for a set time period. These include Custom Skin, Web Display, Web Audio, Mobile Spotlight, Mobile Display, and Mobile Audio. Impact is a powerful model that allows brands to build positive associations with their products and services through music. The model has proven to create strong brand awareness, shape brand preferences and increase purchase consideration through undivided mindshare of listeners of Saavn across platforms.

     

    “In India, we all know that music plays an integral and meaningful part in every individual’s life. Impact is a powerful solution that enables the advertisers to build an emotional connection with their target audience during a passionate, social and engaging musical experience,” Vinodh Bhat, co-founder and CEO of Saavn, said. “The Saavn Impact model is based around engagement, curation and social sharing rather than the archaic click-through. Brands are able to measure ROI in meaningful ways, such as increases in perception, awareness, recall and purchase intent. The byproduct of our strong focus on the consumer experience is helping brands grow their businesses.”

     

    Some of the major brands utilizing Saavn to reach million of engaged users in India include: Samsung, Lay’s, Pantene, Pepsi, Nokia, Vodafone, Airtel, Hyundai, Domino’s Pizza, 7Up, Nielsen, MakeMyTrip, Max NewYork Life, Google Plus, Nokia, Vanish, Groupon, Intel and several others.

     

    Saavn delivers a comprehensive catalogue of Bollywood, Indian and regional South Asian music, licensed from more than 200 content providers. Saavn users can search, browse, and play a catalog of more than 1 million tracks; create and save their own playlists; and share their music tastes seamlessly via Facebook.

     

  • Harper’s Bazaar launches new brand campaign

    By A Correspondent

     

    Harper’s Bazaar, the fashion magazine with 29 international editions, has introduced its new brand campaign themed ‘Always in fashion’ in India to complement its international signature ‘Where Fashion Gets Personal’. The magazine has kicked off a new 360-degree brand campaign, which will see lifestyle malls such as Select City Walk in Delhi being branded with Harper’s Bazaar Campaign. ‘Always in Fashion’ – a tri-series outdoor ad campaign with Sonam Kapoor, Anushka Sharma and Priyanka Chopra will cover print, online, outdoors, events & PR.

     

    Targeting the luxury clients, top socialites, HNI consumers, fashion segment and trade, the campaign will run across several lifestyle magazines and trade newsletters apart from digital amplification through trade e-mailers and banners, social media amplification through various Lifestyle Brands with the campaign promoted on social media accounts of major lifestyle magazines such as cosmopolitan, Women’s Health & Harper’s Bazaar India.

     

    The India Today Group also announced the appointment of a new team at Harper’s Bazaar India led by Nishat Fatima as Editor and Ami Patel as the Creative Director.

     

    Sharing her insights on the new brand campaign and welcoming the new team at Harper’s Bazaar India, Mala Sekhri, Chief Operating Officer, Lifestyle Group, India Today Group said, “The new appointments comes at the right time as we unveil the new campaign for Bazaar India. We are happy to welcome Nishat back to the company. Her background and experience make her the perfect editor for Harper’s Bazaar India. We are confident that she will be able to lead the team and help the magazine retain its position as the must-read magazine for the latest fashion, beauty and lifestyle innovations.”

     

    Ms Sekhri added, “We are very excited about this next chapter for Bazaar India!”

     

  • Bigg Boss, Bol Bachchan top Whats-on-India trends

    By A Correspondent

     

    There are less than two weeks to go before the weekly ratings coming from the offices of TAM Media Research. Until then we need to look at alternative methods of judging the popularity of programming. Here’s how top content looks in Week 48 (November 25 to December 1).

     

     

    TV Trends has been built using specialist and proprietary algorithms that collate, analyze and compute millions of observations across multiple platform. It provides cues and powerful insights on the potential consumption and intention-to-view of content by Indian TV viewers.  The sources from where observations are aggregated include What’s On India platforms like:  Web, Mobile portal, Apps (Android, iPhone, iPad, Blackberry, Windows Mobile, Nokia Ovi), EPG-on-the-Cloud (MobileTV and IPTV).

     

    The report gives the Top 5 Programmess of the Week for the following genres:  English Movies, Hindi Movies, English TV Shows, Hindi TV Shows, Regional TV Shows, Regional Movies, Sports and Kids, Documentaries, Lifestyle & Food.

     

  • Airtel’s Sugato Banerji joins What’s-on-India as COO

    By A Correspondent

     

    Sugato Banerji

    What’s-on-India, TV Search & EPG (Electronic Program Guide) technology company, has announced the appointment of Sugato Banerji as its Chief Operating Officer. Mr Banerji has called it a day as CMO at Airtel DTH & Media to join Intel-Sequoia-Nexus funded TV start-up What’s-on-India.

     

    At What’s-on-India, Mr Banerji will lead the company’s growth strategy in the TV Search, EPG and Recommendations space and consolidate key partner and client relationships. Under him, What’s-On will also look at expanding into newer International markets just as the company set up, What’s-On-Arabia, in the Middle East in 2012.

     

    Sugato Banerji’s move from a large corporate set-up to the new, racy, disruptive world of start-ups comes in as What’s-On-India rapidly expands into International markets as well as launches new solutions in the Domestic TV sector, in the wake of the ongoing Government efforts to digitize cable.

     

    Atul Phadnis, CEO & founder, What’s-on-India, said, “What’s-On-India is at an exciting crossroads of TV Search and new TV devices in an increasingly digitalizing television sector. Sugato brings in tremendous experience in the TV and Media business that would be extremely valuable as What’s-On-India charts a new, growth and expansion agenda in the coming months.”

     

    “I am excited to join What’s-On-India at the cusp of a transformation of the TV industry into digital. Digital TV would mean more programs, more channels, increase in regional and local content, greater diversity of set-top-boxes, recorder devices, increased viewing of TV on wireless devices, leading to anexplosion in the demand for sophisticated TV Search, Recommendations and Personalization. What’s-On-India with its suite of new products is perfectly poised to ride this digital wave, from both ends- the broadcaster & distributor. I am looking forward to lead the market expansion operations in this direction”, said Mr Banerji.

     

    Recently, What’s-On-India received its first Series B funding round with Intel, Nexus VP and Sequoia Capital in September 2011, followed by the acquisition of TV Street Maps, a TV Channel Distribution Monitoring company, in December 2011.

     

    The company also launched a series of TV Search and Preview apps on Android, iPad, iPhones, Windows Mobile and other platforms. The most recent announcement was that of an expansion in the Middle East via an acquisition in Jordan.

     

  • 9XM to sponsor 3rd Olive Crown Awards

    The third Olive Crown Awards would be presented in March 2013 in Mumbai with 9X Media as principal sponsor. Announcing this, recently elected President of the India Chapter of the International Advertising Association (IAA) Srinivasan Swamy said that the Awards, which were launched at the Goa Fest in 2011, had been scaled up and held in Mumbai in March 2012. “There has been widespread acceptance for these awards,” he said adding “corporates see the green message as a key differentiator in a competitive environment”.

     

    Mr Swamy further added, “I am pleased to confirm that 9X Media would be our principal sponsor once again. This is a measure of the success of this award and the commitment of the sponsor”.

     

    Mr Pradeep Guha, CEO, 9X Media said “the Olive Crown awards are not just a salute to creativity in the green space, they are a measure of the advertising industry’s seriousness to get the green message on top of the strategic agenda. We are happy with the way the awards were conducted last year, and our association with Olive Crown mirrors our own commitment to the social space.”

     

    The Olive Crown Awards are for creative excellence in communicating sustainability – communication that projected advertisers’ activities in any area that saved energy, contributed to a cleaner environment or positioned them as custodians of Brand Earth. Advertising appearing in the calendar year 2012 would be eligible to enter. The Call for Entries would go out on the January 1, 2013. There would be no entry fee.

     

     

  • Memories of Ayodhya, December 6, 1992

     

    By Ananya Saha

     

    Twenty years have passed since the Babri Masjid demolition. While the Ayodhya verdict did bring some cheer to the country, December 6 1992 has been engraved as a blot to India’s history. Two journalists, who were present on the scene, recall the horrific incident.

     

    Mark Tully former Bureau Chief for BBC in New Delhi was also present on the scene.

     

    My memory is of the complete failure of security to control the situation and of the extremely violent and disgusting slogans which were being shouted by the people who attacked the mosque. Lotof violence and damage was done to journalists. And I myself was surrounded by these so-called Kar Sevaks. There was an argument whether to beat me up or let me go. Eventually, a compromise was reached and they decided to lock me up in the temple room. That is my recollection.

     

    It was a sad day for India. It was a sad day for me because I have maintained that India is naturally, culturally, a secular country. But I believe that India has returned to its secular moorings. I think there are many lessons to be learnt from Ayodhya.

    Ajay Jha, currently, is the Delhi Bureau Chief for Gulf News. He was working with Mid-Day in 1992 and witnessed the demolition of Babri Masjid in Ayodhya in 1992.

     

    It feels that it happened just the other day. Even after 20 years, people feel anxious of the day. It was a blot for the country.

     

    I was staying at a hotel in Faizabad. I reached the spot about 9’o clock in the morning. It was, of course, not very easy to reach there due to security and administration. But finally when I reached there, I saw people running out of the Babri Masjid campus and shouting ‘Kaam hogaya’ (work is done).  As I went inside, I saw a mob atop tombs dancing and celebrating. There were three tombs at Babri Masjid. Then they started demolishing one of the central tombs. They were using iron bars to break it, which implies that they were prepared for the demolition. It continued for over three hours. It was not easy for them to demolish it.

     

    Suddenly I saw that lot of journalists were being assaulted. The reason, I was told, was something different. I was not the eyewitness to the reason. I was told that some foreign TV crew had apparently thrown biscuits towards the crowd that was hungry. They were angry that foreign media saw them as poor and hungry and second, that it should not go out to the world that demolition is going on until work is finished. Hence, the journalists were thrown out of the complex. Journalists were assaulted and mobbed. Probably, I was the only person who remained there throughout the evening.

     

    The first thing I did was to throw the pen and paper away. I started pretending that I was one of the Kar Sewaks. They looked at me suspiciously, and when asked I told them I had come from Delhi, they asked me to do kar seva, which I did.

     

    When they had demolished two tombs, they realised that it was already 1’o clock. They wanted to finish the work the same day because in winters it gets dark early, and it wouldn’t be possible for them to carry on after dark. After a while, we heard another noise telling the people, ‘sab hat jaao’ (everybody move away). It never came out in any of the enquiries but I can say it for sure, out came the huge dynamite sticks to blow up the remaining two tombs. The area was cleared. I could not see who said it, but heard it clearly, ‘ek dhakka do aur babri masjid tod do’ (give one push and destroy Babri Masjid).

     

    Finally, when everything was demolished by 3:30, lot of celebration was evident.

     

    While the demolition was going on, Advani requested the crowd to not carry on the destruction it in the name of Lord Ram. Whether it was union call or it could be that he created a monster he could not control. At least for public consumption he was urging the public to get off of the tomb.  But nobody would listen to him. In the evening when I left, I carried with me a small-sized brick on which was engraved 1516 in Hindi, the year that the brick was made.

     

    I had to walk a long way before I could reach Faizabad and file my report. It was very tough day. Interestingly, I reached there again the very next day around 9’o clock and I couldn’t see or find a single brick. Entire place was transformed overnight. They cleared everything and you could not recognise the area. Complicity of UP govt, administration, police, and to some extent govt also was evident. Policemen were present but were only watching what was happening. It was responsibility of Kalyan Singh govt, Narasimha Rao govt. local administration: everyone was working together towards the same aim that the mosque has to go and it went. It was all done in a planned manner – they brought their rods and what not to tear it down.

     

    I was told that dynamite sticks were brought from Punjab and that was the time that militancy in Punjab was at peak and it could have been done with Sikh militants.

     

    When I came back to Delhi, people used to come and worship the brick that I had as a reminder of the day. When riots had started next day, we were told to write timid reports so as not to create Hindu-Muslim tension.  I did visit Ayodhya thereafter as well. I still get the same feeling that what was the need to demolish it? It was a structure of mosque but it was temple inside. Now, you cannot get inside. You could not get the ‘mandir’ you wanted, and Hindu fanatics did not get anything by damaging a functional temple. You have to stay 50 metre away from structure, and only ‘pandit’ can do a ‘pooja’ on your behalf.

     

    Yes, BJP came to power after that, so probably that was the achievement. It was a power game, a political campaign.

     

     Image: Artist Rafiq’s impression of what happened on December 6

     

  • The Anchor: How 24×7 TV would cover Babri Masjid demolition today

    By A N Chorrea

     

    The attempt is not to make light of what happened at the Babri Masjid structure on December 6, 1992 and what happened before and after the incident. But given the way 24×7 news is on television these days, the mind wonders what the coverage would’ve been like if the event had occurred 20 years hence and often wanders :

     

    So in the style of a a stand-up act, here we go with eight of the several news channels we have beaming to the country:

    Times Now: Arnab Goswami has a 24-hour coverage of the event and a floating 24-member panel. People from across the world are connected and he says for the first time “our” channel is bringing such live footage… cecause India wants to know. Before the discussion starts, Arnab talks for some seven minutes on the incident and tell us how “our” channel is the only channel with six cameras at the place of action. Among the panelists: Lord Meghnad Desai, Shobhaa De, Vinod Mehta, Ravi Shankar Prasad, Abhishek Manu Singhvi, Suhel Seth, Mohandas Pai

     

    NDTV 24×7: The channel’s most bankable faces are on the job. Barkha Dutt embeds herself in special helicopter with P Chidambaram (yes, we know he’s no longer Home Minister, but still has a say in most matters) and Home Minister Sushil Kumar Shinde. Get ready for the inside dope as a makeshift studio is made with the structure as the backdrop. Among the panelists: Vinod Mehta, Ravi Shankar Prasad, Abhishek Manu Singhvi, Brinda Karat, Ramchandra Guha, Mani Shankar Aiyer, Swapan Dasgupta

     

    CNN-IBN: A dismayed Rajdeep Sardesai and Bhupendra Chaubey evaluate the impact on the society and polity. In between the discussion, he keeps asking for calm in the country… being the unofficial conscience-keeper of news television. A discussion follows on how the media treated the coverage. Among the panelists: Yogendra Yadav, Vinod Mehta, Ravi Shankar Prasad, Abhishek Manu Singhvi, Swapan Dasgupta, Ramchandra Guha, Mani Shankar Aiyer

     

    Headlines Today: Rahul Kanwal leads the discussion, enraged. The panel goes on about whether the event could’ve been avoided. The discussion takes a break with Kanwal’s exclusive interview with the Vishwa Hindu Parishad chief.

     

    Aaj Tak: The channel airs an interview with one of the actors of a movie it is associated with. Later, a discussion follows on the issue with a large panel: Uma Bharati, Abhishek Manu Singhvi, Lalu Prasad Yadav, Mahesh Bhatt and the UP Chief Minister.

     

    ABP News: Deepak Chauraisa leads the discussion, and as always give you a feeling that he’s on top of the news… he knew it all. Tough questions asked with panelists: Ravi Shankar Prasad, Abhishek Manu Singhvi, Mani Shankar Aiyer and the UP Chief Secretary and the Collector of the Area.

     

    IndiaTV: High decibel relay of story. There are interviews with people who have bought bricks from far and wide. Plus an exclusive telephonic interview with the person who was the first to go up the structure

     

     

    DD News: The President is travelling to the North East for the first time and there is a four-minute report on the event, followed by the release of a postage stamp of well-known actor Rajesh Khanna. Before the news is summed, the anchor tells us about what happened at Ayodhya. Not surprisingly, in the two minutes we get more information of what the status is on the ground than most of the private news channels.

     

    AN Chorrea is a senior industryperson writing under a pseudonym

     

  • HBO, Eros tie up for 2 ad-free movie channels

    By A Correspondent

     

    HBO Asia and Eros International have made a joint announcement to launch two new premium advertising-free movie channels, HBO Defined and HBO Hits, in India.

     

    This landmark collaboration between two entertainment giants brings the best of Hollywood and Bollywood together to redefine the pay TV movie space in India.

     

    This first ever exclusive alliance will also provide for the development of both HBO’s existing formats for India as well as the creation of original content for the Indian television market and international distribution.

     

    Kishore Lulla, Executive Chairman of Eros International plc said,”I’m very excited about building the Eros brand in Premium Pay Television, particularly with an industry leader such as HBO Asia. There are few global companies that have mastered the premium film and TV space like HBO and their global success says it all. We look forward to cultivating new spaces together in India and especially the development of HBO content for TV and online.”

     

    “The opportunity to work with Eros, who has such a visibly dominant presence in the Indian film and entertainment arena, is tremendous and together we will aim to deliver a first class cinema experience in the comfort of your home, 100 percent advertising free,” said Jonathan Spink, CEO of HBO Asia.”We are equally excited to work with Eros in developing compelling original content for the Indian audience. We look forward to more good things to come.”

     

  • BBC TopGear Magazine India Awards 2012

    By A Correspondent

     

    BBC TopGear Magazine has announced its winners of its TopGear Magazine Awards 2012. Into its fifth edition, the TopGear Magazine Awards brings together a list of the most impressive cars and bikes launched in the past one year in India, which have won the most kudos from the jury comprising of automotive experts.  An award that recognises true passion in our exciting automotive world – BBC TopGear Magazine’s ‘The Stig’ trophy is fast becoming a symbol of recognition for those manufacturers who bring uncompromising and radical machines on Indian roads.

     

    To be held at the Kingdom of Dreams, Gurgaon on December 10, 2012, the ceremony will honour the most significant, game-changing and thrilling machines to set new tyre tread on Indian roads. The jury, comprising of the TopGear road test team, have chosen the best from a slew of launches that happened between November 1, 2011 and October 31, 2012. Unlike many jury awards that judges cars over a few laps over a day or two, the TopGear magazine’s editorial team of automotive experts drive, ride and practically live with these machines throughout the year; and thus, are able to come across key elements in cars and bikes that all vehicle buyers look for before a purchase – attributes that can never be gauged by a simple test drive.

     

    Tarun Rai

    Commenting on the BBC TopGear Magazine Awards, Tarun Rai, CEO Worldwide Media said, “BBC Top Gear is the biggest auto magazine brand in the world with editions in 31 countries. And in each of these 31 countries Top Gear is known for its authoritative take on cars and motorcycles. It is therefore, appropriate that the first auto awards of 2012 are also the most definitive. 26 best cars and bikes of the year, in various categories, will walk away with the Top Gear trophy – The Stig. The Stig trophy itself symbolizes Top Gear’s passion for cars and bikes. The night of Dec 10 will be a big night of celebration as we applaud the very best of the auto industry”

     

    This year’s winners include names like the Mini Cooper S, Renault Duster, Lamborghini Aventador, Mercedes-Benz M-Class, Audi Q3 and KTM Duke 200 among others who have managed to impress the TopGear Magazine team with their sheer capabilities. “We do not judge a car by numbers alone. That would be too easy and strangely, inaccurate. I think for all true car and bike lovers, they are not just machines but living beings whom we talk and spend time with,” says Girish Karkera, Editor, TopGear Magazine India. “The underlying common thread between all our winners is that they are the new benchmark in their respective segments. More importantly, they are brilliant in their own right.”

     

    Taking into account the expansion and diversification of the Indian automotive market, the 2012 edition of the awards have also evolved with all-new categories over last year to reflect the evolution of the Indian automotive scene. Especially, in the SUV segment where we have seen a lot of action. “We Indians don’t seem to have enough of SUVs,” notes Girish Karkera. “Which has prompted us to create new categories to justify the surge in the different kinds of these lovable machines that we now have access to.”

     

    The uncompromising methodology of picking the winners is based on not just engine performance or boot space but also the overall driving and lounging experience, value, reliability, coolness, refinement and the ability of the vehicle to touch a chord with its owner.

     

    TopGear Awards 2012 winners (in no particular order):

    1. Most Beautiful Car of the Year – Mercedes-Benz CLS

    2. Boy’s Toy of the Year – Trikke

    3. Driver’s Car of the Year – BMW 328i

    4. Two-Wheeler Design of the Year – Vespa 125

    5. Engine of the Year – Volkswagen Jetta 1.4 TSI

    6. Exotic Bike of the Year – Ducati Diavel

    7. Family Car of the Year – Maruti Suzuki Ertiga

    8. Automotive Game of the Year – Need For Speed: Most Wanted

    9. Hypercar of the Year- Lamborghini Aventador

    10. Most Improved Car of the Year – Audi TT

    11. Interior of the Year – Range Rover Evoque

    12. Luxury Car of the Year – Ferrari FF

    13. Luxury SUV of the Year – Mercedes-Benz M-Class

    14. Man of the Year – Sarath Kumar S (Two-wheel racer)

    15. Manufacturer of the Year – Honda Motorcycle & Scooter India

    16. Off-roader of the Year- Mitsubishi Pajero Sport

    17. Reader’s Choice Bike of the Year – Bajaj Pulsar 200NS

    18. Reader’s Choice Car of the Year – Renault Duster

    19. Saloon Car of the Year – Hyundai Elantra

    20. Scooter of the Year – Yamaha Ray

    21. Sportscar of the Year – Porsche Boxster S

    22. Compact SUV of the Year – Renault Duster

    23. Urban Car of the Year – Audi Q3

    24. Value Car of the Year – Jaguar XKR

    25. Bike of the Year – KTM Duke 200

    26. Car of the Year – Mini Cooper S

     

  • WATSummit ’13 to discuss new era of digi mktng

    By A Correspondent

     

    WATMedia has announced its annual event, WATSummit that brings together eminent personalities to confer the evolving facets of social and digital industry. In its third edition, the theme of WATSummit 2013 is ‘A New Era of Digital Marketing’. The annual summit that is scheduled to take place on 15th Feb, 2013 at The Orchid Hotel, Mumbai, will also host WAT Awards 2013, wherein, thought leaders of Web, Advertising and Technology will be awarded.

     

    WATSummit 2013 will witness participation of prominent visionaries discussing topics that contribute to the growth of digital and advertising space.

     

    A panel of experts will be seen highlighting the prominence of social media with ‘Social Media Marketing – Making sense of jibber-jabber by brands’. The evolution of ‘Digital Media Marketing – Can it build a brand on its own?’ will be discussed extensively by a panel comprising Digital Agencies and Brands.

     

    The summit will also bring to light the E-commerce industry and the upspring of mobile marketing with in-depth discussion on topics like ‘Ecommerce Market build brand V/S build business’, ‘Mobile Marketing – Promises of reach V/S Actual Impact’. The final panel will be seen conferring the do’s and don’ts and the challenges of ‘Startup Marketing – Breaking the cluster and creating a Brand’.

     

    Sharing his views on the third WATSummit, Rajiv Dingra, Founder & CEO, WATMedia Pvt Ltd said, “I am pleased to announce WATSummit 2013. The response to the earlier summits has been encouraging, which brings us to its third edition. This year, at WATSummit 2013, we aim to emphasize on the new era of digital marketing. The medium has grown exceptionally over the past few years and brands and consumers across the world consider the digital medium a dominant tool. I am delighted with the participation of renowned speakers who will share their profound knowledge. With WATSummit 2013, our endeavor is to embark on a digitally successful journey.”

     

    The keynote speakers for the event include dignitaries such as Suresh Reddy – Chairman & CEO, Ybrant Digital & Neville Taraporewalla – Country Director, Advertising and Online- Microsoft Corporation.

     

  • Satyamev Jayate nets Rs 22.33 cr as donations

    By A Correspondent

     

    Even as plans for Season 2 of Star Plus and Aamir Khan’s Satyamev Jayate, MxMIndia learns that an aggregate of a little over Rs 22.32 crore has been generated as donations towards the various charities and causes.

     

    According to the response received to the information sought by MxMIndia, the total donations generated by way of cheques, credit card and smses is Rs 111,627,102. This amount was matched by the Reliance Foundation and thereby the grand total is Rs 223,254,205.

     

    The last of 13 episodes of Seasons 1 was aired on July 29 with a bonus Independence Day special on August 15. The show opened up the Sunday morning band across general entertainment channels, and it is expected Season 2 will also air at the same timeband.

     

  • Paritosh Joshi: Statistical Doppelganger

    By Paritosh Joshi

     

    You know the columnist be facing a serious case of writer’s block if he has to resort to strange German words in the heading itself. Either that or, if you are in a more indulgent mood, maybe you’ll allow for the possibility that there is no other way to express it in the lingua.

     

    The Merriam-Webster defines ‘doppelganger’ as ‘a ghostly counterpart of a living person’. As best as I can tell the only time this word, or idea, made its appearance in popular culture was a 1993 film starring Drew Barrymore as Holly Gooding, “who moves from New York to Los Angeles after being implicated in a murder, pursued by what is apparently her evil twin”. (Source: Wikipedia)

     

    By now, you are used to this columnist’s propensity for stream-of-consciousness meanderings but incredibly enough this is not one of them.

     

    One of the biggest problems that confounds market researchers is respondent fatigue associated with questionnaire duration. It is generally accepted wisdom that questionnaires that run for much longer than 30 minutes almost always suffer from this problem. The respondent is not alone. Interviewers too suffer from fatigue, indeed even more so, considering that they have to keep repeating administration of the same instrument to respondent after respondent. However, the answer cannot always lie in forcing questionnaire length down by truncating further questions after the 30 minute Rubicon has been reached. Syndicated researches of all sorts, readerships studies for example, have a wide scope of discovery. The Indian Readership Survey picks up detailed demographic and socio-economic variables, product and category linkage and other media consumption behaviour in considerable detail in addition to its primary task: determining print readership for several hundred publications in over a dozen languages. The implications for fatigue all around are easily imagined.

     

    When researchers started thinking about this problem, they realized that in any set of responses to an instrument, there were many that bore uncanny similarities to each other. A deeper exploration began to reveal systematic correlations, if not causal relationships between ‘independent’ variables such as basic demographics and ‘dependent’ variables such as consumption of a particular product or media vehicle. By applying this analysis to large data sets, researchers found responses that were near doppelgangers (that word again) of one another.

     

    Contemporary syndicated studies involving large discovery areas (implying long questionnaires) have operationalized this learning.Questionnaires are divided into multiple parts. The first part, that picks up all the classificatory variables, typically demo-, socio- and psychographic variables is administered uniformly to all respondents. The other sections are administered to a subset of the overall sample. For instance, if there were two segments beyond the classificatory unit, the sample would be divided randomly into equal sized halves. After all data are in, the following process is undertaken:

     

    Responses to questions in the Classification segment are administered to both respondents on the basis of which they become a matched pair. Then, Respondent 1 is administered Segment A but skips Segment B while Respondent 2 skips Segment A and is administered Segment B. Finally, Respondent 1 ‘donates’ his responses on Segment A to Respondent 2 who ‘receives’ them and Respondent 2 ‘donates’ his responses on Segment B to Respondent 1 who ‘receives’ them. This donor-recipient process is called Ascription. Missing data is ascribed and fills in the blanks, in a manner of speaking.

     

    Testing of the ascription model involves administering the entire questionnaire to both respondents, then checking the extent to which the actual and ascribed responses vary from one another. A well-selected match would have a high statistical fit. Research agencies around the world have been spending a lot of development time developing such ascription algorithms.

     

    Finally, whole data sets are married to one another using a similar process of respondent level matching and ascription. This kind of large scale merging, technically called Data Fusion, is being employed in various markets to stitch Readership, Listenership, Viewership and Digital Media consumption habits together to deliver a comprehensive view of the manner in which multiple media collide and coalesce in the lives of consumers.

     

    Here in India, we are at the cusp of a lot of exciting development on Ascription and Fusion. Expect this column to tell you more as it happens.