MxMIndia

Category: MEDIA

  • In an industry that knows no boundaries, year 2011 saw four major trends, notes Amar Tidke.

    The Anchor: 4 striking trends among Hindi music channels

    By Amar Tidke

     

    Year 2011 can be called the year of growth for the music television industry, and that has benefited not only the entire genre but also music lovers who now have varied choices for music consumption on TV.  As we all know, music knows no boundaries, it’s free from the boundaries of languages or countries and communities.

     

    Year 2011 saw music that cuts across all these boundaries and become the most popular hits. Four major trends that the industry witnessed are: Rise of many players in the music television space, the Digital interface, Regionalisation of media and the Innovation of content.

     

    #1 New channel launches

    Year 2011 saw the advent of many new channels in the music television space. We started the year with about 10 odd music channels and today we have 14 channels.  The launch of new channels has not only been a boost for the industry but also provided brands and viewers with varied choices to choose from.

     

    #2 Experimentation on content 

    Due to so many new entrants in the music television space, channels tried experimenting on their offerings and the audience was given assorted choices to select from. The audience demanded pure music content which was the focus of 2011. The year 2011 also proved that the audience is the final decision-maker, and channels were made to rethink their positioning to appeal to the viewers.

     

    #3 Regionalisation of media and innovation of content

    Another trend that was prominently seen in 2011 was concentration on regional audiences. 9X Media Group launched 9X Tashan, a Punjabi Music channel and Marathi Music channel 9X Jhakaas in the year 2011.

     

    #4 The digital interface

    Lastly, but very important, a trend that was seen in 2011 was the major use of Digital and Social media platforms. One of the major examples of this was the ‘Kolaveri Di’ song that was first seen on YouTube and then made its way to all popular music channels. That is the power of the digital wave and, given the interactive ability of this platform, many channels and youth brands were seen creating content for their target audiences on these platforms. We will see this platform only grow in 2012.

     

    Amar Tidke is Head of Programming and Senior VP, 9X Media Group.

  • Star India's newest progeny opens its ratings account at 87 GRPs. Report + analysis by Stratagem

    Life OK’s gr8 start with 87 GRPs (report + analysis by Stratagem)

    By Rishi Vora

     

    While it may be still early days to declare Star India’s new channel Life OK as a success story in the Hindi GEC market, there is no doubt that it has delivered on the network’s goal No 1, which was to make an impact on the industry.

     

    The primary objective, as cited by a few industry observers, is to compete with the Sony and SAB TV combo, so that Star as a network could have a commanding position in a market which is now seen as hyper-competitive.

     

    So Life OK has clocked 87 GRPs in its first week, surpassing Colors’ 81 GRP launch back in July 2008. It may be recalled that Colors had left no stone unturned for the launch. The strategy was to start with the big-ticket show Khatron Ke Khiladi (with film star Akshay Kumar in a way giving a solid push to the channel), aggressive marketing, fiction shows, mythology, so on and so forth.

     

    One may argue that Colors was launched as the flagship channel of a joint venture company of two broadcast majors – Viacom and Network 18. Life OK in that sense is Star India’s second offering in the Hindi GEC sector. But, that has very little to do with what the channel has achieved in the first week as Star officials say that the idea is to compete with every channel in the market, it doesn’t matter if it means competing with elder sibling and No 1 channel Star Plus.

     

    An interesting observation: Imagine and 9x were launched in the same year (2008) and registered 55 and 21 GRPs respectively. Both the channels gradually grew in GRP terms, but as the market became competitive, the going for both channels became tough. While Imagine is still around (currently placed at No 7 with 67 GRPs), 9x may be on air, but even though it has been acquired by Zee, it has failed to create an impact . Of course there are several reasons attached to why the channel tasted early success and witnessed one of the most dramatic and talked-about downfalls.

     

    As for Life OK, its success at this stage can be attributed to the following: A sensible approach to launch the channel with a unique philosophy, marketing blitzkrieg (it is reported that Star India made an investment upwards of Rs 700 crore to launch the channel. The campaign, which is in full swing now, saw a three-day roadblock across Star India’s network, an outdoor plan reaching 100 towns, a week-long digital engagement programme which included an eight-hour-long concert, and of course getting Madhuri Dixit as the Sutradhar (storyteller). Plus, the fact that the channel did not bank on one particular show to deliver, and rather offered viewers a package of differentiated programming, the strategy to cut down on advertising inventory – all these factors put together have produced rich dividends.

     

    Official comments from the senior members of Star India and Life OK could not be obtained at the time of this report. However, industry observers believe that Life OK has what it takes to be a serious contender in the Hindi GEC market.

     

    Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Media, observed, “Life OK as a channel has great potential.  However, the true test of a channel is after it has settled down for a few months. It is sometimes easy to get content for a short period but sustaining it on an on-going basis becomes a challenge. Ultimately, in my view, content drives the fate of any channel. If Life OK is able to sustain good quality content on an on-going basis for two or three years, it can definitely become a serious player. On the other hand, if the quality of the content starts to drop after the initial launch, then it’ll have a struggle ahead for itself.”

     

    Havas Media CEO – India and South Asia Anita Nayyar said, “With the kind of marketing backup and hype, the opening seems good and certainly a hike from the Star One deliveries. However, two-three weeks of sampling will continue and the actual stability will start setting in after a few weeks. Coming from the Star Network, the programming quality is very good.”

     

    On whether it will pose a challenge to the top players – Star Plus, Sony, Colors and Zee, she said, “It will be a strong competition in the GEC category for the No 3, 4 and 5 slots. Not sure about whether it will be another success story as big as Colors, as it had the advantage of differentiated content on the social platform when it launched. The content is interesting and should help stabilise around 60-70 GRPs from here.”

     

    In an earlier interview to MxM India, Star India COO Sanjay Gupta had mentioned that the No 4 position in the GEC line-up (currently held by Zee) would be a first good milestone to look at. In week 52, Zee is at 208 GRPs. Though he did not put a timeframe, going by what experts have to say, the channel will need to pick up on its early momentum and get there by bringing differentiated content – something Colors did very successfully.

     

    While Imagine has slipped to No 7 position and SAB is at No 5 with 122 GRPs, it looks like a serious battle from here on.

     

    An analysis by Stratagem Media Pvt Ltd on the launch of Life OK.Background 

    It is a jungle out there in the media business. If you win the battle, you still have to worry about losing the war. Recently the Star Network launched another GEC called Life OK. Probably in the wake of competition from the Sony and SAB TV combo.The table 1, below depicts that the Sony and SAB combo was just about edging out Star Plus from the top GEC position, especially if it came at a more attractive rate (CPRP), as estimated in the table below.So, the not-so-hidden agenda of the Star network for Life OK would be to combine it with Star Plus and thereby fend against the Sony + SAB offensive, but without devaluing their trump card (i.e. Star Plus itself). Therefore, how would the new channel Life OK have to price itself, to overcome the Sony + SAB threat?

     

    Stratagem Media has undertaken a simple exercise to answer this question, for different levels of performance of Life OK.

     

     

    Objective of the exercise: To derive the CPRP Index of Life Ok @ different level of GRPs, if the CPRP of Star Plus is 100?

     

    Methodology: If the CPRP of Star Plus is 100, then what should the CPRP of Life OK be, if they have to match the CPRP of the Sony + SAB combo at different GRP ratios between the 2 channels.

     

    In the exercise below, the ratio of GRPs purchased between Life OK and Star Plus is assumed to improve in favour of Life OK, as its performance improves.

     

     

    *At these CPRPs, the Star Plus and Life OK combo will be as cost-effective as SET and SAB combo.

     
  • 11 developments in media and advertising that 2011 will be remembered for.

    The Anchor: 11 noteworthy happenings of 2011

    By Tuhina Anand

     

    #1 The Dentsu deal. This was one of the earliest developments of 2011, creating a buzz when Sandeep Goyal made a fortune after selling his 26 percent stake in Dentsu India. Denstu Inc, the Japanese company which had a JV with Goyal’s Mogae Group became the sole owner. This development later saw some senior appointments like Rohit Ohri moving out of JWT to be the Executive Chairman of Dentsu Group India and much recently appointed Divya Gupta as the CEO of Dentsu Media.

     

    #2 World Cup comes home. India gave a stupendous show of its cricketing prowess when it lifted the World Cup. The series was a great opportunity for advertisers to get maximum eyeballs while ESPN Star Sports got the status of the official broadcaster of the series. Captain Cool, MSD walked away not just with the cup but also was given the title of the most influential Indian in Time’s list. Not to forget all the endorsement deals that the Indian team got post the win.

     

    #3 UTV-Disney deal. This was the mother of all deals when Walt Disney declared to buy stakes of UTV Software Communications. The deal is valued to be around Rs 2000 crore. Walt Disney already had a majority stake in UTV. The former will launch an offer to delist shares of the latter which will begin early next year.

     

    #4 Tough time for Kalaignar TV. The DMK run Kalaignar TV was in the news albeit for the wrong reasons. It got dragged in the 2G spectrum license episode and the brand took a further dip with its MD Sharad Kumar behind bars. This was one incident that Kalaignar would like to forget but its easier said than done especially because its taxpayers money that has been misused if the paper trail is proved correct.

     

    #5 Appointments and Dis-appointments. Ashish Bagga was elected President of The Indian Newspaper Society for the year 2011-Uday Shankar of Star India for was re-elected as the President of the Indian Broadcasting Foundation (IBF) for his second term. Also Shashi Sinha of Lodestar was elected as the President of Ad Club Bombay. After being with TV Today Network for almost 16 years, G Krishnan, the Chief Executive Officer and Executive Director quit. Haresh Chawla, the CEO of Network18 Group too decided to call it a day. Meanwhile Raj Nayak filled in the place left vacant by Rajesh Kamat when he took over as the CEO for Colors.

     

    #6 Justice Katju’s policing. Press Council Chairman, Justice Markandeya Katju had earned the ire of media by constantly trying to police media and gag the freedom of press. His suggestions to bring media under strict government purview and his thoughts on objectionable content had many in media being vociferous in their protest.

     

    #7 Rise of independents. The year marked the rise of independents in the advertising agency business who did well and earned name purely on their talent be it Taproot India with their fabulous work on Airtel and Pepsi or Creativeland Asia winning applauds at international awards arena.

     

    #8 AdAsia in Delhi. Delhi became the place to be for the advertising folks from around Asia who gathered for AdAsia. It was in 2003 that AdAsia was held in India in Jaipur and it came back only in 2011. The lineup of speakers was enviable and the number of delegates impressive. Thus a stimulating conference for all present.

     

    #9 Omnicom stake in Mudra. The Omnicom Group that has been trying to gain greater foothold in India managed to do so by taking a majority stake in Mudra. Post this Mudra also made its first structural change where it would be known as DDB Mudra and have DDB, Mudra, and Mudra Max under its umbrella.

     

    #10 Bobby and JWT shake hands. Bobby Pawar declared his intention to move out of Mudra soon after the Omnicom deal, thus giving enough fodder to the media to speculate on. His next destination is JWT and promptly Colvyn Harris took the opportunity to set his agency in order and went appointing three NCDs and a CCO at the helm. They sure will have their hands full in the New Year.

     

    #11 Anna Hazare’s magic. Who would have thought that a septuagenarian clad in Gandhi topi would become the most recognized face of 2011 and maybe even scoring more than Salman Khan in his meteoric rise to popularity? Not to mention that his fasts and LokPal Bill has taken enough of newsprint and debates on TV and has become a trending topic on the social media.

  • The 55th annual report 'Press in India' also reported that the total circulation of newspapers stood at 32,92,04,841; total number of registered newspapers stood at 82,237 and 4,853 new newspapers were registered during 2010-11

    Registered papers in India is 82,237, Hindi & Eng lead in no of print entities

    By A Correspondent

     

    The press registrar, T Jayaraj, Registrar of Newspapers for India (RNI), presented the 55th annual report ‘Press in India’ 2010-11 to Uday Kumar Varma, Secretary, Ministry of Information & Broadcasting (I&B).

     

    Speaking on the occasion, Mr Varma said that the annual report was a compendium of interesting data containing status of print media in the country. He also suggested that based on the previous years’ trends, a comparative analysis of different newspapers in circulation, their growth over a period of time and further comparative statements could be presented through graphs in the next year’s annual report. This would add value to the report, thereby becoming an important reference point for key stakeholders in the industry.

     

    The Annual Report highlighted key trends for the Indian press in 2010-11. The analysis provided a broad overview about the general trend of the Indian press based on the number and claimed circulation of newspapers.

     

    The total number of registered newspapers stood at 82,237. The number of new newspapers registered during 2010-11 stood at 4853. The percentage of growth for registered publications over the previous year was 6.25 per cent.

     

    The RNI approved 13,229 titles for the year 2010. The largest number of newspapers and periodicals registered in any Indian language was in Hindi at 32,793. English had the second largest number of newspapers and periodicals which was 11,478. The total circulation of newspapers stood at 32,92,04,841 as against 30,88,16,563 copies in 2009-10. The number of annual statements received in RNI for the year 2010-11 was 14,508 against 13,134 in 2009-10 registering an increase of 10.46 per cent.

     

    As per data from the annual statements, the highest number of newspapers were published in Hindi (7,910), followed by English (1,406), Urdu (938), Gujarati (761), Telugu (603), Marathi (521), Bengali (472), Tamil (272), Oriya (245), Kannada (200) and Malayalam (192).

     

    In terms of circulation, Hindi newspapers continued to lead with 15,54,94,770 copies followed by English with 5,53,70,184 copies. Urdu press had a figure of 2,16,39,230 copies.

     

    The report is a statutory requirement under Section 19 G of the PRB Act, 1867. It is an analysis of the Indian Press which focuses mainly on circulation as claimed by the newspapers. It also carries different chapters viz ownership of newspapers, analysis of daily newspapers, language wise study of the press and analysis of registered newspapers. The source of information of the report is the annual statements submitted by the publishers of newspapers and periodicals in accordance with 19 D of the Act.

     

  • We conclude our series of yearenders with a look at how good (and bad) 2011 has been for the newswallahs

    The Year in the News Media

     

    By Ranjona Banerji

     

    This year started with a hangover – like all New Years should. But unlike the pleasant pain that goes with the knowledge of a party that may have meant over-indulgence but was fun just the same, the media started 2011 with one of those truly mammoth unpleasant hangovers.

     

    The outcome of the Radia tapes was, at best, a loss of reputation for a few well-known journalists but at worst, a loss of faith in the media as an institution. Public knowledge about the somewhat questionable dealings between journalists and publicist Niira Radia meant that the media could no longer hide in those famous ivory towers. Even more unfortunate was that the finger of suspicion was pointed at all journalists because of the transgressions of a few. It did not help matters that although Vir Sanghvi lost or surrendered his influential column Counterpoint in the Hindustan Times, Barkha Dutt did not just continue with NDTV, but went from strength to strength.

     

    So it was a somewhat cautious Indian media which initially tackled the phone-hacking scandal in the UK and the closure of the Rupert Murdoch-owned News of the World. Here was journalistic excess in order to get a story taken to a whole other degree – criminality. The tabloid press and the British public and celebrities have historically had an interesting and confrontational relationship. But the desire to delve into every aspect of the lives of the rich and famous – without the reverence shown in our part of the world – made for big sales and bigger profits. The readers loved the sleaze and watching the powerful cringe.

     

    But this scandal was something else. It was newspapers hiring investigators to pry into the private lives of ordinary citizens and using dubious methods like hacking into voicemail messages to gain information. One reporter lost his job for spying on British royals; but what was the punishment for breaking into the cell phone of a murdered teenager, deleting her messages and not only giving hope to her family that she was still alive but also materially distorting a police investigation into her disappearance?

     

    As it turned out, the reprisal was fierce and final: a newspaper which was over 150 years old was shut down and the British parliament had a public questioning of the owners and editor of News of the World – Rupert Murdoch and his son James and Rebekkah Brooks.

     

    The world’s media watched shocked as skeleton after skeleton popped out of the News of the World and NewsCorp cupboards. But surely there was no room for complacency here in India. After all, the problem was not just the Radia tapes; it was also the elephant in the room – paid news. Media houses – without or without the collusion of journalists – had been selling editorial space to political parties. The reader or viewer, of course, was left in the dark and assumed s/he was reading or watching real news stories.

     

    In the midst of all these depressing signs that some media introspection was required, we had all the uncomfortable revelations by Wikileaks, which turned international diplomacy on its head and exposed lies about the US role in the Iraq war and the black money held by European banks. The subsequent arrest of Wikileaks editor Julian Assange in the UK, on an old sexual assault charges filed in Sweden added to the drama. Was Assange really guilty as charged or was this an international conspiracy to get him extradited to Sweden and from there to the US to punish him for publishing secret cables and other information on the internet? The jury’s still out on that one.

     

    Wikileaks, though, emphasised once more how the internet was changing journalism and anyone who ignored it, did it at their own peril. Social media is playing the role of a catalyst in creating public opinion outside of the traditional media. The traditional media may not be destroyed but it will be damaged if it does not pay attention.

     

    Back in India, though, we still had a couple of dramas to play out. The new chairman of the Press Council of India, retired judge Markandey Katju, decided that he didn’t want to be head of a toothless body that was limited to the print media. He proceeded to write a series of articles attacking journalists, calling them frivolous, badly educated and shallow. He listed the sort of news that should be carried and slammed the choices made. He also said that the Press Council’s ambit had to be increased to include television.

     

    Katju may have been wrong and he may have been right in his opinions, but unfortunately for him, the Press Council remains toothless. And besides, instructing newspapers and TV channels on what aspects of news should and should not be carried impinges directly on the freedom of the press. No one spared Katju and so he quickly backtracked a little.

     

    Then, perhaps just to prove Katju right, media coverage of the Anna Hazare-led anti-corruption agitation proceeded on just those shallow, one-sided and breathless lines that the former judge had bemoaned. This protest was covered as if it was the only one the country had ever seen. Numbers were inflated or exaggerated. Those who questioned aspects of the Jan Lokpal Bill were shouted down as enemies of the people. As is inevitable, the print media could not sustain its adoration of this movement and started asking uncomfortable questions. TV however continued with its happy path of supporting this “national movement” at all costs until, slowly, a bit of reason leaked into the emotion.

     

    The doubts had crept into TV studios after the standing committee submitted its version of the bill but the Anna Hazare movement remained adamant on its own stand. But it was really the indifference shown to the movement by the people of Mumbai which ended that love affair. Rather than focus their cameras on 4,000 people pretending they were 40,000, TV cameras panned empty grounds showing us how low the turnout was.

     

    In journalism, as in life, there are no absolute truths. But there are facts. In 2011, the facts have shown that the people are watching the media. And there’s hardly any place to run or hide. Like we’re forcing politicians and government servants to come clean on their dealings, a little bit of spring cleaning by the media would not be amiss in 2012.

     

     

  • Times Group's Hindi daily Navbharat Times is launching its special NCR edition in order to further strengthen its position in Delhi-NCR. The pricing remains unchanged at Rs 2.50

    NBT launches NCR edition with hyper-local pullouts

    By Akash Raha

     

    Navbharat Times (NBT), the Hindi daily from Times Group, is launching its special NCR edition in order to further strengthen its position in Delhi-NCR. There will be no change in the pricing and it will remain Rs2.50 per day. Understanding the latent need and growing popularity of regional content amongst its readers, Navbharat Times decided to tailor its offering accordingly.

     

    Ranjeet Kate, Director Languages- Bennett Coleman & Co. Ltd said, “Of late, media buying behaviour has seen a lot of change. Advertisers see language dailies as a medium providing valuable and sizable reach in key markets like NCR. While on the other hand, ‘readers’ of such fast-paced cosmopolitan cities see newspapers as a trustworthy guide. We can deliver value in such a scenario with a customized NCR edition for both our readers as well as the advertisers.”

     

    For most of the advertisers, NCR is an important territory. Advertisers who are advertising inDelhican takeDelhi+NCR package at a nominal add-on cost.

     

    The NCR edition will not only retain its special Delhi and national content but will also offer a complete coverage of the state-level news in UP and Haryana. This special NBT-NCR edition will be available in all the five suburbs (Ghaziabad,Faridabad, Gurgaon, Greater Noida and Noida).

     

    Readers in these areas will also get the hyper local city pullouts in their respective regions, along with the main issue. Regionalizing the main issue will make the product offering appear more promising and customized for its NCR readers.

     

    Aman Nayar, Brand Manager- Navbharat Times said, “Most advertisers who advertise in Delhi would also want NCR and giving the minimal add-on rate, NBT intends to add most of its NBT Delhi advertisers to the NCR edition. The sizable local advertising, of course, will be done separately.”

     

    NCR has always been a booming vibrant market. It has been witnessing huge growth in job opportunities, increased urban migration, increased housing projects and huge investments in the transport infrastructure.

     

    From the advertising point of view, tapping the NCR market has always been an area of interest for all advertisers, as they always look out for mediums which have deeper engagement levels with their audiences. NBT, which aims to be seen as a value provider for its readers as well as advertisers, intends to keep experimenting and expanding in newer and relevant territories.

     

  • Though the market is still small in size, it is beginning to open up and 2012 should see many advertisers and content players invest in the medium.

    M-commerce is the way to go in 2012

    By Rishi Vora

     

    The Q3 report for 2011, which was released in December 2011 by BuzzCity, a global company which serves advertisers and publishers of mobile internet sites, augurs high growth prospects for mobile commerce (m-commerce) , which grew by 30 percent from the second quarter in 2011, in India.

     

    According to the report, a major portion of the growth came from mobile content players, but there were a few financial services brands that also ran promotions.

     

    BuzzCity, headquartered in Singapore specialises in mobile internet advertising and India tops its priority list among emerging nations. BuzzCity has served more than three billion ads in India alone – it tops the list of ads served by a company in the Asia Pacific region.

     

    BuzzCity’s India operations were started four years ago when the Mumbai office was set up, at a time when mobile internet, as a medium, had just begun to gain momentum.

     

    K F Lai, co-founder and CEO, BuzzCity said, “India is one of the most important markets for us. It contributes a significant chunk of revenue to our global network. Though the market is still small in size, it is beginning to open up and 2012 should see many advertisers and content players invest in the medium.”

     

    The report also stated that while Indian market was heavily male-dominated as far as usage of mobile internet was concerned, the sheer size of the market still gave advertisers reach into a substantial demographic of over 14 million unique users.

     

    Sharing his view on the Indian market, Mr Lai said, “There are about 150 million mobile internet users in India, these numbers are bigger than internet numbers, thanks to the mobile penetration and the decreasing price-points of smart-phones, 3G services and so on. We will also see increase in the number of mobile internet users, with tablets becoming popular, it means better user experience, opportunity for brands and for publishers – it means serious business.”

     

    Mr Lai believes that 2012 will be a year where m-commerce will evolve in a big way. India has already seen unprecedented growth in e-commerce. The key for the industry, however, is to maintain high levels of trust among consumers and transparent dealings. If proper care is taken, it is a medium which can pay rich dividends to brands in India.

     

    The report also revealed that in 2011 Nokia was the most popular handset brand for internet access (64.81 percent), followed by Samsung (11.85 percent). The generic mobile phones, known as ‘white-box handsets’, cumulatively accounted for a marginally higher share than Samsung at 11.95 per cent.

  • On the first working day of the year, Anil Thakraney presents the 20 things he desires from the Indian media and adworld.

    Media & Adland Wishlist 2012

     

    By Anil Thakraney

     

    The Indian media, in general, has got a number of things right. It puts serious pressure on the ruling government and sometimes the judiciary, so that the right things happen, and they happen fast. This crusading spirit is important in a slow- moving, chaotic nation like ours, so kudos on that front.

     

    However, there are a number of things that are not so right with our media, especially the mass media, and here’s hoping we get to see some course correction in the coming years. Here’s my Top Ten wish list.

     

    1. Radiagate was a wakeup call for all journalists. When access to the rich and powerful gets too close, one needs to quickly draw a line and back off. Some didn’t, and are lucky to still have their jobs. The scandal brought immense disrepute to the profession, and credibility will be hard to restore completely. Here’s hoping in the future the Indian media remains free of any such nonsense. We can’t afford it.

     

    2. The Broadcast Editors’ Association put out a 10-point code of conduct for news channels on how they should cover the Bachchan baby birth. And the very private family event passed off very privately without the channels breathing down their necks. What one would like to see in the coming year is that this practice becomes standard operating procedure during private celeb moments, and there is no need for codes any more. This would also delight Shri Katju.

     

    3. While it did change to a certain extent as the year closed, most editors behaved like Anna Hazare’s cheerleaders all through the year 2011. This is not just unfair, it’s against the fundamental principles of journalism. Here’s looking forward to less bias and more balance in the year 2012.

     

    4. It’s very clear that our media houses have aligned themselves with various political parties, and their respective biases keep becoming apparent even to the layman. This must change for sure, starting from 2012. Media without objectivity is like Rakhi Sawant without silicone. No one wants that.

     

    5. No more paid news. Repeat after me children… no more paid news. Repeat after me children… no more paid news.

     

    6. Here’s hoping all those TV anchors who indulge in hysteria and drama are promptly transported to the Bigg Boss house in the coming year. And are not allowed to enter newsrooms again. The junta wants news and views. Not nautanki.

     

    7. No more front half-pagers in the coming year. Where advertisers demand that the front page be vertically slashed. A fatwa needs to be declared against proprietors who agree to this criminal practice.

     

    8. Would like to see some kickass innovations in the print media this year. Both, newspapers and magazines. The digital media threatens big-time, it’s like a wolf at the door, and our old-world editors continue to pretend nothing’s happening, as they dish out the same tired stuff. I am also hoping editors who refuse to re-invent are shown the door before 2012 closes.

     

    9. Really wish that in the year 2012 the maha excitable radio jocks shut the eff up and play the effing music. Even if all the radio stations play the same ten songs at the same time.

     

    10. All the girls in the TV newsrooms need to glam up. I noticed the nails are becoming brightly coloured these days, but I want to see more. I mean, if I am stuck with the likes of Abhishek Singhvi, Chandan Mitra and Mani Shankar Ayer discussing the same tosh night after night, I need some joy to come from somewhere.

     

    Ad World 2012

    The Indian ad world, though it gives many awards to itself, hasn’t really set the world on fire. Okay, so we do score the odd international award now and then, but clearly we have a long way to go. Aside from that, our ad guys will face many serious challenges in the coming years, and quite frankly, I am not sure the industry leaders are ready as yet. I still get a sense of complacency and self-satisfaction when I meet agency bigwigs.

     

    Here are ten changes I would like to see in 2012.

    1. Once and for all, ad agencies must set aside their rivalries and egos, and must come together to work out a fee structure. It’s obvious the agencies are underpaid by their clients, and this puts serious pressure on their resources. This is also a common complaint I hear from agency heads. Well, grumbling won’t solve the problem. Start the New Year with many beers, and figure a way out!

     

    2. I think hot shops are back with a bang in the ad world, and in the coming year they will put real pressure on the large networks. Aggie and Padhi are just one example, but I predict more people will quit large agencies and set up their own boutiques. Since their rates will be lower, many clients will be tempted to defect from the traditional agencies. And I think this is a good development as it will result in superior work overall.

     

    3. Experts in TV media continue to head ad agencies, and I am hoping at least a few agencies will smash this system and promote young creative chaps skilled in the new media. Because old-world creative directors generally don’t understand the digital space, and they need to make way for the young geeks. Sooner the better.

     

    4. Simultaneously, I wish in the year 2012, youngsters in the ad agencies get off the internet (and that includes Facebook) and spend some time in the villages and small towns. There is a dire need for agency staffers to be well rounded in their skills. This is not Singapore. This is India, and a whole lot of people are still looking to buy their first colour TV.

     

    5. I wish ad agencies would bring back the lost pride into their strategic planning function. The number one reason many suits quit the business to join the world of marketing is the lack of brand planning within ad agencies. Ad agencies have become creative sweatshops, and this leaves no work for managers but to be good executors. Starting 2012, I am hoping this changes, because it’s bleeding the ad world of its talent.

     

    6. Dear Creative Director, please, please, please do at least ONE nice press ad in the year 2012. I beg of you. People still read newspapers in this nation. Puleeeeaze!

     

    7. I know the media buying function is now completely divorced from advertising. And it is my belief that this has badly affected media innovations. I recall those days when the three of us – the account executive, the media planner and the creative director – would lunch together and crack ad ideas. I hope at least once in the year 2012, Balki, Lynn and their client servicing person share a drink and discuss brands.

     

    8. No fake ads in 2012. Repeat after me, children. No fake ads in 2012. Repeat after me, children. No fake ads in 2012. Repeat after me, children.

     

    9. No noisy TV commercials in 2012. People don’t buy from shriekers. Repeat after me, children. No noisy commercials in 2012. People don’t buy from shriekers. Repeat after me, children.

     

    10. I am hoping at least one brand will show all of us how to exploit viral magic on the internet in 2012. At least one brand will become the Kolaveri of 2012.

     

    Cheers!

     

    Anil Thakraney has worn various hats in advertising and as a journalist for around 25 years. He is editor-at-large, MxMIndia. The views expressed here are his own.

    Visual: Rafiq

     

  • Pradyuman Maheshwari lists (and comments on) the 12 media organisations worth watching out for this year

    The Anchor: 12 media conglomerates to watch out in 2012

    By Pradyuman Maheshwari

     

    It’s the season for lists and as one who enjoys making (and reading) them, I couldn’t help volunteer to write this one. There were other contenders too for the 12, but these came out top, and not without reason.

     

    Here goes (in alphabetical order):

    1. BCCL:

    If this were a brands’ list, Bennett, Coleman and Company Limited’s products would make for at least five in the Top 12. There are various reasons why I am going to watch BCCL very closely.

     

    1. The editorial stand taken by flagship Times of India and Times Now in the election season. It was after TOI’s belligerent stand that Suresh Kalmadi came under fire and later the Anna Hazare movement gained much legitimacy.

    2. How TOI publications takes on regional superpowers: in markets like Chennai, Kolkata and Hyderabad with The Hindu, Telegraph and Deccan Chronicle respectively (they haven’t been able to outwit them), their entry in Kerala and managing markets like Maharashtra where competition will get stiffer.

    3. Times Now: Times Now = Arnab Goswami. He can disrobe any political leader on his day and asks the tough question like few others, but it’s not that the channel is invincible in the ratings game as there have been weeks when we’ve seen it trailing.

    4. Paid Content. The Times of India model of paid content may be the most aboveboard, and it has indeed put a line under the mastheads of Bombay/Delhi/etc Times that each of them is an ‘Advertorial, Entertainment Promotional Feature’, but that’s not enough. An announcement to that effect must be made on and off on the first page of the main paper which carries a pointer to the supplement.

    5. The new leadership team: Their vision and ways have been much discussed outside the portals of the Times offices. (One of the many reasons why I am going to be attending ad-tech Delhi next month is to witness director Satyen Gajwani’s keynote).

     

     

    2. Dainik Bhaskar

    If there’s a newspaper group in the country that continues to surprise all with the rapid strides it is taking in publishing, it’s decidedly Dainik Bhaskar. From the time it started the Jaipur edition a decade and a half back, there’s been no looking back for Bhaskar. The group has been diversifying aggressively over the last few years, given that it achieves much strength from its publishing ventures, its face-off with rivals will be watched closely.

     

    3. Dainik Jagran

    Publishers of the largest daily newspaper, the Kanpur-based group has its eyes set on some big things. The acquisition of Mid-Day saw the expansion of Inquilab and a clumsily handled shutting of two English Mid-Day editions. But its war chest is intact and expect some big announcements of acquisitions from the stable this year.

     

    4. Government of India

    What’s the government doing in a companies to watch out for list. Well, that’s because one can’t really do without in almost everything a media company does. Last year, we saw the ministry of information and broadcasting flexing its muscles way too much. Regulation, wage structure, renewals of licences and, of course, stray to outlandish comments from the various powers that be. Note: the DAVP which routes all ads to papers could play a crucial role in an election year.

     

    5. HT Media

    It publishes two newspapers I enjoy reading – Mint and Hindustan Times, but there’s more reason for it to be featured here: the group has been growing steadily across its various markets, and especially Hindustan which has seen a phenenomenal rise in certified readership over the last two years.

     

    6. MSM

    Its three big GEC rivals – Star, Zee and Colors – won’t let it breathe easy, but 2012 could see a golden opportunity for the Multi Screen Media to outshine the big ‘uns. Some of Sony’s fictions are doing remarkably well, the Sab TV magic continues, it’s IPL time soon and other channels aren’t just bystanders. Could MSM be the numero uno by this time next year? It’s tough, but not impossible.

     

    There are six more in the list. But as they do on entertainment television, read about them in the second part tomorrow (as part of Mediaah! which I plan to write more regularly from now on).

     

    Buzz me if you have a story to tell and gossip to share. Confidentiality assured. Andar ki baat will stay under. There are various ways you can reach me: pradyumanm[at]mxmindia.com, BBM @ 23050B5D, Whatsapp/Gtalk pradyumanm[at]gmail.com, @pmahesh, 98338 76278.

     

    Disclaimer: Although Pradyuman Maheshwari is CEO of MxMIndia other than being editor-in-chief, he chucks those hats while writing Mediaah! So, the views expressed here are entirely his own and not those of the website and the team that runs it (especially the National Sales Head!).

     

  • Celebrating 20 years in the business, Zee employs a renewed marketing thrust to climb the ratings ladder.

    Zee zeal comes to the fore

     

    By Rishi Vora

     

    The year 2012 promises to be a memorable one for Zee TV, with a celebration to mark the channel’s completing 20 years of being in the broadcast business.

     

    Besides completing 20 years of being in the broadcast business, the channel is expecting to climb the GRP ladder and look to attain leadership position. The road has been patchy at times, competition has stifled its growth and the channel has not quite delivered as per expectations. But, in all certainty, one can say that Zee is one channel which has stuck with the idea of being a family entertainment channel, one that does not believe in spending millions on celebrities, and one that is known to be profitable in the business.

     

    The company is planning to celebrate its 20 years with a campaign that’ll communicate the brand’s philosophy. Though finer details of the campaign are not known, it is learnt that the channel is looking to work more towards the channel brand Zee besides regular marketing campaigns to promote fiction and non-fiction shows.

     

    Akash Chawla

    Marketing Head of the group’s national channels, Akash Chawla admits that Zee has in the past few months taken a beating as far as ratings are concerned. But, at the same time he is of the opinion that 2012 is the year where they will look to change their ranking, where the idea is to be the No 1 player in the next 12 months.

     

    “We will go step-by-step in achieving that goal,” he said. He also mentioned that the first goal will be to reach the No 2 position in the next four months.

     

    Content will play a major role and as a part of the strategy, Zee will look to bring international formats, something which they haven’t tried their hands at in the past. While that is true, the channel will continue to launch home-grown formats too. Recently, the channel launched a couple of fiction shows and is looking to promote them on the back of reality show – Dance India Dance 3 (DID 3), a reality dance format show which Zee is betting big on.

     

    A lot of work has gone in the new media initiatives, promoting DID 3. The channel recently organised a flash mob with the idea to promote the concept of ‘dance’ among viewers (see photograph). Besides that, contests on Facebook, hoarding, press, TV spots supporting the mega campaign. “The idea is to have a dialogue with the viewers. Even in the case of our press ads, we have tried to make a dialogue with our viewers, explained Chawla. “He further added, “We also did a flash mob because we thought it was a great idea. We were launching the show at a peak of a season where people tend to move out a lot. Also we did this when it was a holiday season, so footfalls in public places are likely to be more. If at the end of the day, I can make people dance along with Dance India Dance, the message is there, the engagement is there. The recall value increases.”

     

    Zee Cine Awards will happen in Macau on January 21 and be aired on the network on February 5. The show is promoted across all countries where Zee operates; however, marketing activities are being carried out country wise, where there will be different ideas, contests and marketing plans for different countries. Ditto with sponsorships, where each country will have a different presenting sponsor. For India, the channel has got on board Pan Bahar as the presenting sponsor.

     

    The campaign will cut across outdoor, print, radio, on-air promotions and interactive contests. It will also widely explore the digital space including social media, mobile-based apps and forge strategic tie-ups in every region to ensure a 360* connect with Indian as well as international audiences. This coming together of Zee’s global marketing teams will see more than 30,000 promos running across its global network in 168 countries.

     

    The story doesn’t end here for both Chawla and Zee Group for that matter. From a network point of view, there is a renewed thrust on Zee Classic. One of the three channels that were launched to be on the digital platforms initially. Zee Premier and Zee Action being the remaining two. Having defined a niche for Zee Classic and the fact that the channel has already about 500-odd movies to engage the audience with, the task at hand for Chawla and team is to market the channel more aggressively to that specific niche. The channel launched a new show called Classic Legends, presented by Javed Akhtar.

     

    Digitisation will help boost channel’s profits. It also opens up a whole new channel for marketing. Dish TV being a sister company, and reported to be the largest among DTH players, Chawla says it makes more sense to leverage that platform and generate as much traction from there in promoting the channels shows, particularly reality shows – DID 3 in this case.

     

    So a lot happening. DID 3, Zee Cine Awards, the new media thrust, the plan to be No 2 in four months and No 1 in a year’s time. The task is mammoth as Sony and Colors too are eyeing the No 1 spot. So these are testing times for Zee. Will the pressure of expectations defeat the channel’s ambitious moves? Or will it come out victorious?

  • Reliance to invest over Rs 1,500 crore in TV18 Group

    Done deal? Mukesh Ambani to enable Raghav Bahl to pick up ETV. RIL likely to invest Rs 1.5k cr for 30% & 4G rights

    By R Sriram

     

    Reliance Industries is embarking on a major diversification into the media and entertainment sector with the Mukesh Ambani firm agreeing to fund a transaction that will result in a sizeable stake for itself in a company controlling two of the industry’s largest businesses, the Network18 Group and the Eenadu Group of channels run by the Hyderabad-based Ramoji Rao.

     

    People close to the transaction, which has a number of stages, told ET that an RIL subsidiary will help the promoter group of Network18 fund the rights issues of its two listed entities, Network18 Media and Investments, which runs the portal moneycontrol.com, and TV18 Broadcast Ltd, which operates a number of business and general news channels, notably CNBC TV18 and CNN-IBN.

     

    ET was not able to independently verify the amount to be invested by RIL, but people with direct knowledge of the transaction estimated it to be more than Rs 1,500 crore. The money from RIL will help Mr Raghav Bahl, the promoter of the TV18 Group, subscribe to the rights issues of both the listed companies, Network18 and TV18. The full amount expected to be raised through the rights issues is estimated at over Rs 3,500 crore.

     

    The boards of TV18 Broadcast and Network18 Media will meet on Tuesday to discuss plans for a rights issue. Mr Raghav Bahl did not respond to an email questionnaire; a Reliance group spokesperson also remained silent, while Mr B Sai Kumar, the CEO of Network18, declined comment.

     

    Times NOW and ET NOW, owned by Bennett, Coleman & Co. Ltd, the publisher of The Economic Times, compete with some of the television channels owned by Mr Bahl. The strategic investment by RIL will be used by the Network18 Group to retire debt and eventually buy out RIL’s stake in Eenadu, the pan-India vernacular language channels owned by Mr Ramoji Rao.

     

    RIL sources said they had invested Rs 2,600 crore in the Eenadu Group through a subsidiary giving it ownership of all businesses apart from its Telugu channel, in which it owns 49 per cent. The transaction, once complete, will result in RIL recovering most of its investments in Eenadu. Messages and an email sent after business hours to the office of Mr CH Kiron, the managing director of Ushodaya Enterprises, the holding company of the Eenadu Group, did not elicit any response.

     

    By its own admission before the Andhra Pradesh High Court, Reliance Industries has said it has invested Rs 2,600 crore in entities of Mr Nimesh Kampani-led JM Financial Group, which in turn had invested in Ushodaya Enterprises. The AP High Court is hearing a petition alleging the investment was a payoff to Mr N Chandrababu Naidu, the former chief minister of Andhra Pradesh, an allegation RIL has denied in its affidavit. RIL’s deal with Mr Bahl, likely to be announced on Tuesday, is expected to create a powerful national news and entertainment company spanning several regional languages as well as English and Hindi.

     

    RIL to get Exclusive Rights to Content

     

    RIL, people close to the transaction said, is expected to hold an economic interest equivalent to a 30 per cent stake in the promoter group of companies, with the original promoter Mr Bahl owning 51 per cent and all voting rights.

     

    Further, RIL will have exclusive rights to content from 30 channels and web properties of the two media houses, which will lend a competitive edge to its broadband services to be rolled out later this year.

     

    RIL is laying the groundwork for national 4G broadband services expected to be launched sometime this year. Content for broadband services is generally outsourced, but RIL will have an advantage over others with this transaction which will give its subscribers a wide variety of channels ranging from general entertainment to news and movies.

     

    Earlier on Monday, Mr Sai Kumar, in a letter to all employees of TV18, hinted at a solution to the group’s debt problems. “Let me also take this opportunity to tell you that we are very close to addressing our debt levels and related issues which have been reported by various media in the last few weeks. We will learn the details from Raghav pretty soon,” said Mr Sai Kumar, who took over as CEO after the sudden resignation recently of long-time CEO Mr Haresh Chawla.

     

    The money is likely to be invested directly in companies controlled by Mr Raghav Bahl, such as RB Holding Pvt Ltd and RB Investments Pvt Ltd. These companies own 30.34 per cent stake in Network18 Media while Mr Bahl holds 9.03 per cent in his name. Network18, in turn, is the main shareholder in TV18 Broadcast with a 49.98 per cent stake. The two companies have suffered heavily in the downturn triggered by the financial crisis of 2008-09. While revenue growth has been strong, profits have plummeted and borrowings have soared.

     

    At the end of March 2011, Network18 had debt of Rs 1,777.89 crore. Its profit for that year fell 87.27 per cent. TV18’s debt stood at Rs 550.54 crore while profit fell 17.40 per cent. The markets have punished the two companies. Network18′ s market cap is down 171.57 per cent since January 5, 2009 while TV18’s has fallen 560.23 per cent in the same period. Mr Bahl’s companies also have a distribution joint venture with the Chennai-based Sun Group, called Sun18. It is not known if Sun’s channels, among the strongest in the south, are a part of this arrangement. American giant Viacom too has a joint venture with Mr Bahl for producing movies.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • TAM Sports' IPL 3 & 4 books will include an in-depth study on the event's viewership dynamics, commercial and non-commercial advertising

    IPL sponsorship assessment in new TAM volumes

    By A Correspondent

     

    TAM Sports, a specialized division of TAM Media Research, which has done extensive work in the field of sports measurement and valuation in the past few years and specializes in measuring the sports sponsorship Return on Investment (ROI), announced the launch of special features on IPL 3 and IPL 4.

     

    TAM Sports has done an extensive assessment on IPL 3 & 4, focusing on the dynamics of TV audience and sponsorships. This series of TAM Sports publishing aims at benefiting sports associations, broadcasters, advertisers and sports marketing consultancies and help them understand the complexity involved in expecting ROI. TAM Sports started this initiative with IPL Season 1 and has also released a book on IPL Season 2.

     

    TAM Sports’ IPL 3 & 4 books will include an in-depth study on the event’s viewership dynamics, commercial and non-commercial advertising (product placement) that brings out the nuances with respect to visibility of brands and branding units along with a comparison across seasons.

     

    It will have a detailed study on consumer impressions, brand placement, on-screen and instadia advertising along with a special section on franchisee advertising done during IPL seasons 3 and 4. One part of this offering will also include an analysis on PR exposure received by the franchisees and various brands associated with IPL.

     

    Talking about the IPL 3 & 4 feature, LV Krishnan, CEO, TAM Media Research said: “Based on the overwhelming response to our earlier book series on IPL 1 & 2, we are glad to release the combined book volumes of IPL 3 & 4. These two volume will also highlight the insights on sports sponsorship ROI on various platforms – instadia, on-player and on-screen, along with throwing light on the tournament viewing analysis like audience profile, how various markets have responded to the event, impact of IPL on other genres with a special new section on franchisee advertising and print in-content placement. While TAM Sports has alays had a big focus on cricket due to its large audience and advertising base, we will also continue to provide more such insights in other sports like F1, tennis and football as well serve the respective industry for its business requirements.”

     

    Some observations from the TAM Sports IPL study are:

    • IPL seasons have been successful in reaching maximum audiences year after year. IPL Season 3 reached 41 + million audiences whereas IPL 4 reached 46+ million viewers.
    • IPL 3 & 4 garnered maximum contribution from CS 35 + age group whereas IPL Season 4 has seen increase in kids viewing.
    • In comparison with IPL 3, IPL 4 witnessed 33 per cent growth in overall advertising while commercial, on-screen and instadia advertising witnessed a growth of 21 per cent, 50 per cent and 33 per cent respectively.
    • Commercial advertising during IPL Season 4 increased by 21 per cent as compared to IPL Season 3.
    • IPL 4 saw utilization of 60+ instadia platforms.
    • On player advertising has witnessed 37 per cent growth.
    • 57 brands got exposure through 16 accessories platforms and contributed 2 per cent share of the total ‘instadia’ advertising.

    TAM is a joint venture between AC Nielsen Research Services (Nielson Company) & Kantar Market Research. Besides measuring TV Viewership, TAM also monitors advertising expenditure of television, print and radio through its division AdExIndia.

     

    Since 2004, it extended its presence in the PR measurement & analysis space for Corporate/Marketing Clients by setting up a separate division, Eikona PR Measurement.

     

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track radio listenership for the Indian Radio Broadcast Industry.

     

    In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.