MxMIndia

Category: MEDIA

  • A mother of three daughters, Women & Child Dev Minister Krishna Tirath commends Aamir Khan’s Satyamev Jayate and promises action

    MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir

    By Karuna Madan

     

    Union Minister of State (Independent Charge) for  Women and Child Development Krishna Tirath has appreciated Star Plus’s multi-channel Satyamev Jayate describing it as a commendable effort.

     

    “Satyamev Jayate is a commendable effort by Aamir Khan and it deserves appreciation. We have taken note of the issue of female foeticide raised in the first episode,” Ms Tirath told MxMIndia in an exclusive chat.

     

    “The ministry is very serious about the whole issue of female foeticide and infanticide, and I can promise that suitable action will be taken against the culprits who indulge in such malpractices,” the minister stated, adding: “we will rectify any lacuna in the laws to check the menace in the country. There are a number of legislations already to curb this practice. But any lacuna, if found, will be rectified.”

     

    The Minister said that such practices can be stopped through mass awareness campaigns.

     

    “We can stop the cases of female foeticide by educating the masses and we are taking necessary steps in that direction. The government is already working on better policies in collaboration with other public and private institutions,” she averred.

     

    Raising concerns over declining sex ratio in the country, Ms Tirath called for greater public participation and awareness to prevent the issues related with girl child and women.

     

    Foeticide is punishable under Section 315 of Indian Penal Code (IPC), with imprisonment of either description for a term which may extend to ten years, or with fine, or with both.

     

    “The high number of incidences of female foeticide are due to the deep rooted traditional preference for a son. We are aware of this and have adopted a multi-pronged strategy which includes legislative measures, advocacy, awareness generation and programmes for socio-economic empowerment of women,” Ms Tirath said.

     

    Under the Pre-Conception and Pre-Natal Diagnostic Technique (Prohibition of Sex Selection) Act, 1994, sex selective abortions have been made punishable.  The Ministry of Health and Family Welfare is responsible for administration of this Act and its implementation is the responsibility of the State Governments/Union Territory Administrations.

     

    MxMIndia newsdesk adds: Ms Krishna Tirath would’ve made for an ideal guest on the Star Plus show. An MP from New Delhi and a resident of Karol Bagh in the capital, Ms Tirath, 57, is a mother of three daughters, as per Lok Sabha records. She’s been in active politics for a few decades, having been member of the Delhi legislative assembly for four terms starting 1985.  She’s  much into sports having participated at Inter-Univ and national level volleyball and athletics. Given her personal and professional credentials, there’s more reason than one, why she should be championing what Aamir Khan did on SMJ’s Episode #1.

     

    Editor’s Note: Although interviewing ministers is not part of MxMIndia’s regular activity, given the huge effect that Satyamev Jayate has had – especially in many sections of our intelligentsia, we thought it would be a good idea to commission a seasoned political journalist to interview the Women and Child Development minister and check if the show has had any effect at all on the government. It evidently has. Since the eventual objective of SMJ is to cleanse Indian society and stir the public and the Establishment into action, more than ratings (some of which will be out tomorrow), we believe it’s vital to check the impact on the government and the public.

     

    Karuna Madan (@KarunaMadan) is a senior journalist based in New Delhi

     

    Photograph: Fotocorp

     

  • The Aamir Khan mega-show is not about ratings alone – it's about an opportunity to build brand equity, which can be invaluable

    By Invitation: Sundeep Nagpal | Will Satyamev Jayate work for advertisers?

    By Sundeep Nagpal

     

    Much has been said already about this latest attempt at garnering mindshare (no, not that one …. please notice, the ‘m’ is not in caps !). And most of it is reasonably credible and justifiable. For instance, there’s little doubt that the show is a brave attempt by an entertainment channel to create some degree of social transformation, as much as being almost a challenge to its sponsors to leverage its equity for their brand.

     

    There’s also little doubt that both, the anchor of the show and its production values are as superlative as they could be.

     

    But the question is: Will it work?. What are the benchmarks of performance? Should they be just the ratings? And if not, are there any other – for example: any NGOs which can monitor changes in behaviour, attitude, etc. towards the social issues that the programme addresses.

     

    However, until such time that any social transformation becomes evident, here are some thoughts that still intrigue media professionals (especially after seeing the first episode). (Lesser mortals such as us can only look at this prism, in the light of the advertising / media business).

     

    – By any stretch of imagination, and despite being broadly classified under the genre of reality, SJ is far from being an entertainment show (no argument that even KBC was entertaining to some degree, despite basically, being a general knowledge quiz). So, will it work even half as well as KBC?

    – With the backdrop of socially-oriented programs like Aap Ki Kacheri, what can be expected from SJ? Can the host / treatment of this show make it a commercial viability for the channel?

    – In a season where the popularity of the country’s largest entertainment spectacle (the IPL) seems to be on the wane, what can be expected by an advertiser from a social talk show?

    – To what extent could the marketing muscle behind the show have bolstered the ratings of the first episode? (and of course, what, if anything would sustain its popularity?)

    – While there is no doubt that the host/ anchor, production values and the promotional strategy (including the suspense created), have been very favourable for the show, are the time slot, program duration and basic content, favourable enough to create a block buster?

    So, this article is not a shot at ‘philosophical gyaan’. In fact, it is an attempt to understand audience perception as well as an attempt to predict the popularity of the show (yes in terms what the opening ratings are likely to be).

     

    To address the former issue, we at Stratagem Media, undertook a dipstick study of a cross-section of more than a 100 people who had watched the show, in Mumbai only, (needless to say that dipsticks are only meant to be indicative of any patterns that may exist and not necessarily statistically accurate).

     

    Also, we did look at the ratings of a variety of other reality shows quite closely, just to be able to arrive at an educated judgement on what its opening TVR would be on Star Plus (for an All India, CS, 4 + audience).

     

    Here are some of our observations.

    –  To begin with about 25 % of people approached for the dipstick survey had not seen the show (but that’s not surprising, after all people do other stuff on Sunday mornings), and males formed a larger component of the non-viewing audience.

    – 18 % watched for less than 15 minutes, while 27% watched for more than an hour (albeit, not for a statistically valid sample).

    – A majority of male viewers did not even know the duration of the programme, (even after having watched it).

    – Two-thirds of viewers watched the original airing and almost everyone who saw it, did so on Star Plus (in Mumbai).

    – A majority of Males watched primarily because of the host/anchor, while about a third of them were curious about the content. Whereas a much larger proportion of women watched for the content.

    – More than two-thirds of viewers rated content and credibility of the show very highly.

    – In fact, the majority seemed to find nothing wrong with the time slot and expressed a desire to watch it again.

     

    And lastly, while the media fraternity waits with baited breath for this, and purely based on judgment, the opening original episode of Satyamev Jayate on Star Plus, ought to garner a rating of between 3.2 to 3.7 for an All India, C&S, 4 years-plus audience.

     

    However, as has been said before, for advertisers/ sponsors, this programme is not about ratings alone – it’s about an opportunity to build brand equity, which can be invaluable. In fact, it could be about diverting your CSR budget to Television !

     

    So, All the best, Aamir & All the best, Star!

     

    Sundeep Nagpal is director of Stratagem Media Pvt. Ltd, a Mumbai based media agency!

     

  • Meena Sharma, bureau chief with Sahara Samay, talks about how the show could bring about a change on social issues

    Satyamev Jayate has started the debate again: Meena Sharma

    A foggy video, shot with the help of a hidden camera, shows a doctor telling how they can “get rid of” the girl foetus for just Rs2,000.

     

    This was the sting operation carried out by Sahara Samay journalists Shripal Shaktawat and Meena Sharma in 2005 which was highlighted by Satyamev Jayate -Star Plus’s newest show.

     

    A large number of doctors were also caught on camera expecting money to perform the “operation” for people who didn’t want a girl child.

     

    Enough and more has been written and talked about how Aamir Khan has taken a bold step by bringing this social issue to the forefront. However, there are many who have been trying to do so for years now. But they’ve failed to generate the same amount of debate and horror as the show’s first episode has.

     

    MxMIndia’s Meghna Sharma spoke to Meena Sharma, now bureau chief with the same news channel, about how the show could bring about a change. Excerpts:

     

    You did the sting operation a few years ago, but no action was taken against the culprits…

    Yes, it’s been almost seven years and the culprits still continue to practice. You do feel hurt when you realise that all your hard work has failed to bring crooks to book. We still think ‘why those involved – doctors and families – in such heinous crimes still walk freely?’

     

    The tape of your sting operation was shown on Satyamev Jayate. Will things change now?

    The show was watched by almost everyone in the country. It could be out of curiosity or because of the actor. But the issue was once again brought out in the open and people were shocked to see how female foeticide is still very much prevalent in our country. Everyone is talking about it now. So we are grateful that the tape was shown. At least, something might be done now.

     

    What are your expectations?

    Now that the debate has been reopened, I hope a follow-up is done because one episode isn’t enough to bring about change. People might talk about it till the next issue is discussed on the show. We have to stand together to make sure people are punished. The government might be convinced to do something if the whole nation stands together.

     

  • As Aamir Khan's mega-show launched with much fanfare, a cross-section of mediapersons & experts tell us whether they expect the magic to deliver

    Dream start for Satyamev Jayate

     

    By Meghna Sharma

     

    On World Laughter Day, Aamir Khan was able to achieve just the opposite – make Indians wake up to the social evils we only talk about in hushed tones and cry while consuming  the harsh reality we all run away from. The much-awaited Satyamev Jayate premiered yesterday (Sunday, May 6) morning after a well-orchestrated marketing campaign. As expected, the show was a hit among the masses and media personalities. MxMIndia spoke to a cross-section of mediapersons and experts for their reactions to the show – and to know if the show will be able to sustain the hype and curiosity it has generated.

     

    Anita Nayyar

    TRPs, no problem

    Most media planners are happy with the show – personally as well as professionally. They feel that the show was able to generate enough curiosity by making people switch on their television sets on a Sunday morning and will continue to do so.

     

    “The show had a huge amount of emotional quotient, but the way the issue was dealt in the episode will be able to impact people and many of them will wait for the next episodes too. The way everyone is talking about it, I’m sure that the channel will be able to get its TRPs. Apart from the Aamir factor, the issues being discussed on the mass-reach channel will also help it,” said Anita Nayyar, director (customer strategy), BCCL.

     

    Mediaah! Thank you, Star Plus. Thank you, Aamir Khan

    Anil Thakraney: Oprah Khan

    Agreeing with Ms Nayyar, another senior media planner felt that that the show has the potential of becoming the highest TRP generator in the morning slot. “It’s an episodic show, so a lot depends on how each episode is produced. The show, though a little over dramatic at certain portions, will catch people’s attention,” said the media planner, requesting anonymity.

     

    The show was telecast on nine channels – of Star the network, Doordarshan and ETV Telugu  and was also dubbed and had subtitles to reach out to various parts of the country.

     

    Chandradeep Mitra, managing partner, Anvention and who is now based in Kolkata, liked the show and felt that even though it is not pure entertainment and deals with uncomfortable topic, it will be a hit among the masses. “The show was telecast with subtitles in Bengali on Star Jalsa, which helped it retain its genuineness. People here are comfortable with Hindi, so language won’t be a problem. After the initial hype, a lot will depend on how it is written and talked about on the social and mass media. Also, the topics will show how the show will do in the future. For instance, the first episode would have an impact on the Hindi-speaking belt,” he said.

     

    Anil Sathiraju

    Another media planner who saw the show on Star Plus and a regional channel, Star Vijay, felt that only Aamir Khan will be able to catch people’s attention down south. “It might not catch people’s attention as everyone is expecting, but it’s unpredictable.  Although, one look at the show and one can see that the actor and his team have done their homework well,” said Anil Sathiraju, head – south, Mudra Max Media.

     

    Many also felt that it’s a bold step by an entertainment channel to deal with such a topic and to such an extent. The money spent on the show is no secret. “Aamir is a popular actor, but I don’t think the show will be able to garner the same kind of popularity and following like other weekday prime time shows on similar channels. But hats off to the channel and the actor for taking up such a bold step and deal with social issues no one wants to talk about,” said Sundeep Nagpal, founder director, Stratagem Media.

     

    Marketers’ paradise?

    The 10-second advertisement slots for the show were said to have been sold at thrice the usual rates. The main sponsors have already paid a huge sum to be associated with the show. According to the marketers, the tear-jerker has the mass-appeal and the pull.

     

    Lloyd Mathias

    The show has been ‘trending’ on Twitter the whole of Sunday and has an ever-increasing number of followers on Facebook too. So, on the popularity front, the show has been able to reach out to its target audience. At least the socially networked intelligentsia for sure.

     

    Former CMO, Tata Teleservices, Lloyd Mathias said that the show is a huge marketing property. “The hype created before and after the show, is a clear signal about the impact it has created. Apart from the Aamir Khan factor, even the issues bieng dealt with have created uniqueness and curiosity.  So, every marketer will be glad to be associated with the show.”

     

    Sanjay Tripathy

    Even Sanjay Tripathy, executive vice president – Marketing & Direct Channels, HDFC Life, felt that marketers would be glad to jump onto the bandwagon: “Every show has a certain TG and marketers advertise with them according to their TG. Satyamev Jayate is a show which has appeal across sections – class, age, region and religion. So, even though the show is not at a prime time slot and not a pure entertainer, people will watch it. So, why wouldn’t any advertiser want to be part of it?

     

    More than a tear-jerker

    The first episode dealt with the issue of female foeticide – not something people aren’t aware of. Sociologist, human right activists and media commentators are glad that someone is talking about such taboo topics on such a platform. And since, an actor of certain credibility and reputation is bringing it to the masses, there might be some change in the society.

     

    “The portrayal of the issue was sensible and the personal experiences of the three women on the show were heart wrenching. Till now, such topics were only debated by academicians and activists. But now it’s in the public domain. And it has shaken up the people. However, now the concern is, will it be able to find a solution for such highly-prevalent evils of our society? A follow-up is needed so that the show doesn’t just become another tear-jerker,” said Sarla Bijapurkar, sociologist.

     

    Ranjona Banerji
    Ayaz Memon

    Ranjona Banerji, senior journalist and contributing editor, MxMIndia, felt that sustainability is a challenge now. “A lot of times, after a hard-hitting start, many shows tend to bend towards populist themes. So, I hope the show doesn’t do that or run behind TRPs. The show will have the similar constituency of followers like Anna Hazare. Thus, change in a society might happen, but a lot will depend on how the show progresses from here.”

     

    Agreeing with her is Ayaz Memon, veteran journalist and editor, who too believes that sustainability is a challenge the show will face if it wants to be different: “Very rarely do people want to watch ‘reality’, but the show was able to catch almost everyone’s attention on Sunday. Apart from sustainability, another challenge the show will have to overcome is how quickly it is able to capture the youth’s attention, because one doesn’t know what will happen after three weeks.”

     

    If that’s not enough, Teesta Setalvad, journalist and activist feels that the show was great, but there were loopholes in it too. “For instance, in the show Aamir Khan said that he will write a letter to the CM, but in reality he can’t do much about it. It’s the chief justice who can make a difference and take action. Also it didn’t tell people where to go when such issues happen, no matter how weak the organization might be. Apart from that, the show was excellent and a good start in creating awareness.”

     

    Photograph: Video grab from SatyamevJayate.in

     

     

    > The Importance of Being Aamir Khan

    > Why SJ will rule weekends; Stratagem analysis: Weekday Show #23 > Weekend Show #1

    > SJ is Aamir’s baby, completely: Satyajit Bhatkal (director of the show)

    > High EQ at Aamir Khan talk show Satyameva Jayate

    > Airtel slashes SMS rates for Satyamev Jayate

    > Anil Thakraney: Aamir wants to play God

     

     

  • While Aamir pocketed a few crore rupees as the nation wept on Sunday morning over the female foeticide issue, must say it's a commendable social effort, writes Anil Thakraney in Hard Knocks

    Anil Thakraney: Oprah Khan

    By Anil Thakraney

     

    Some observations on Aamir’s much publicized chat show.

     

    Satyamev Jayate (SJ) reminds me of Oprah’s talk show. Ordinary people’s tear jerker stories, and all the emotions involved. It’s a good idea. Have always wondered why Ms Winfrey hasn’t inspired India so far.

     

    While Aamir pocketed a few crore rupees as the nation wept on Sunday morning over the female foeticide issue, must say it’s a commendable social effort. If SJ inspires even a few people to stop killing the girl child, all the big moolah spent on its production becomes worth it.

     

    I am not sure if the malls and the streets in the urban areas were deserted, like it used to happen on the Ramayana/Mahabharata Sundays. I did tweet to ask for clues, but didn’t get enough responses to form an accurate opinion. Even if the young gen continued with their routine stuff, who knows, as more episodes roll by, they might want to watch the show. Though I have my doubts. Sadly, I don’t think the ‘Har Ek Friend’ virtual India desires to connect with the real India. Even if Aamir is in the house.

     

    In an earlier post I have already mentioned that the simultaneous broadcast on DD is an excellent idea. So even if the metros ditch SJ, the producers are assured of reasonable TRPs.

     

    On the show itself: I like Aamir’s sincerity. He exhibits all the right expressions and makes all the right noises. Tears, concern, disappointment, shock, anger, hope… that he is a talented actor, must help. Also, happy that Aamir chose to launch his TV career with a show that matters. Very different from all the other big stars who indulge in mindless game shows. This is what makes Aamir special. Good luck to him.

     

    Most importantly, the show isn’t boring. This was the concern many had expressed once it was announced that SJ will deal with serious social issues. Aamir manages to pack in a little entertainment. A few laughs and some gana bajana too. This also helps break the tension. Having said that, one hour would have been just the right duration. 90 minutes is pushing things a bit.

     

    Also, there is an attempt to provide solutions. The show doesn’t stay at the level of discussing morbid details. That’s good. But it’s important that Aamir doesn’t forget to do the follow-ups he’s promising on air. And disappears as soon as his pay check arrives. The star is notorious for his fly-by-night activism.

     

    Lastly, Aamir kept repeating he’s not a judge, and that he would leave that activity to the courtrooms. A good lesson for all the news channel anchors who love dishing out justice to the aam junta every single evening.

     

    Net net: A promising show that can lead to some social change. Maybe only a little change, but it’s a good start all the same.

     

     

    PS: An interesting presentation on how advertising objectifies women. Should serve as an eye opener for all of us in the ad industry. Have we, in the search for higher sales, been corrupting our culture and values? Something to chew on, lots to introspect on.

     

  • Brand Airtel is looking at making the most of its sponsorship of Satyamev Jayate

    Airtel slashes SMS rates for Satyamev Jayate

    As the country eagerly awaits Aamir Khan’s debut show on television – Satyamev Jayate to take off, one brand that is ready to make the most from the association is Airtel.

     

    Echoing the sentiments derived from partnering with such a show, Bharat Bambawale, Director – Global Brand, Bharti Airtel, said, “As a brand for the masses, Airtel has always taken the lead in associating with events, shows and initiatives that resonate well with the preferences of today’s India. With connecting with people spread across India as a common focus area for both Satyamev Jayate and brand Airtel – we are excited to be associated with this show and look forward to the role it will play in entertaining the masses while bringing inspiring stories to the fore.”

     

    As a gesture towards supporting the cause, the telecom brand has even reduced the cost of SMSes to the show from Rs 3 to Re 1. The revenue collected via SMS will be donated by the company towards charity. As part of this integration, brand Airtel will be associated with the show via integrations like Airtel 3G video calls to participants, exclusive availability of Satyamev Jayate title track on Hello Tunes for Airtel customers, transfer of donation amount to NGOs through Airtel Money etc.

     

    The show which aims to tackle burning social issues and will feature the stories of real people, will be aired in over 8 languages across Star TV network channels and others at 11 am, every Sunday starting May 6.

     

  • Sunday mornings have typically been low on ratings as observed by the detailed analyses done by Stratagem Media for MxMIndia

    Why SJ will rule weekends; Stratagem analysis: Weekday Show #23 > Weekend Show #1

    By A Correspondent

     

    The only way the ratings graph can go with Satyamev Jayate is up. Guess that’s the one-line message that comes from the detailed analyses that Mumbai-based Stratagem Media has conducted for MxMIndia on the eve of the launch of Aamir Khan’s megashow.

     

    The statistics underscore what’s always been known but never possibly said. So concentrated is the emphasis on the weekday primetime and weekend blockbusters or award shows that the Sunday morning primetime has been ignored. Stratagem founder and CEO Sundeep Nagpal recounts how Sunday mornings would see 80 per cent viewership for Ramanand Sagar’s Ramayan and BR Chopra’s Mahabharat. That of course was another era with just one channel dominating the airwaves.

     

    The charts presented by the Stratagem team offer interesting insights (please click on links to view tables):

     

    1. Programme #1 on weekends gets ratings which equals that of Programme #24 on weekday primetime

     

    2. It is observed that Share and Average time spends of Star Plus is better whereas for Weekend the Share and Average Time spends of Sony is better

     

    3. It is observed that the programmes on Sunday-11:00 – 12:00 Hrs timeband are repeats telecast and ratings of these is naturally low

     

    Stratagem also looked specifically at Sunday programming.

     

    1. It is observed that the programmes on Sunday-11:00 – 12:00 Hrs timeband are repeats and hence ratings are low

     

    2 .It is observed that Share and Average timespends differs in different quarters of the year

     

     

    3. The GRP are comparatively low for Sunday 11:00 – 12:00 Hrs timeband

     

     

     

  • There's more reason than one why there's much excitement about mega-show Satyamev Jayate that kicks off on May 6

    The Importance of Being Aamir Khan

     

    By Biswadeep Ghosh

     

    Do you know anyone who hasn’t heard of Satyamev Jayate, a Sunday show with which Aamir Khan will make his debut on the small screen? Impossible, unless your reclusive acquaintance inhabits a cocoon and has no access to the television, newspapers and the internet. The most intelligent strategist in the Hindi film industry, Aamir has emerged from behind an impenetrable veil to discuss the show with the media. He has discarded his aura of exclusivity that makes him unreachable so often, the result being that journalists are relishing each and every moment in the company of the superstar. They are reporting on his first ever serial faithfully, making Satyamev Jayate, a forthcoming Aamir Khan event many Indians are waiting for.

     

    Those who have followed Aamir’s career with detached objectivity know a few things about the man. He has manufactured an image of being ‘serious about what he does’, as if his counterparts in the entertainment industry are a bunch of flippant characters for whom life is one big joke that never ends. As part of his image-building exercise, he has highlighted his social activism, a quality he seemed to have developed after being in the industry for a long time. He is his own USP, using the power of which he is giving veiled hints about what Satyamev Jayate will offer to the viewer.

     

    A ‘thinking man’s actor’ and a ‘perfectionist’, Aamir has given countless interviews while humming a tune of mystery-heightening ambiguity. ‘It’s about connecting people, touching human hearts. It’s about human stories, coming to understand what life is like. For me, the show has been a kind of a personal journey,” he told the Indian Express. Please read the excerpt again. What exactly is he saying? Actually, very little, but that is the idea anyway. He has been categorically clear that he doesn’t want to discuss the specifics. It is as if Satyamev Jayate is an Alfred Hitchcock thriller whose plot will give the criminal away before the film begins.

     

    The show that has been dubbed in many languages will be telecast on the Star network and Doordarshan. The Star-Doordarshan tie-up will ensure viewers everywhere, whether they live in a Vasant Vihar mansion in New Delhi or in a village named Hatgamariya in Jharkhand. That it is being shown on an early morning Sunday slot implies that everyone, right from hardcore Aamir Khan fans to reluctant TV watchers, will be tempted to check it out. Cricket being the only area in which satellite television channels have shared network space with Doordarshan in the past, Satyamev Jayate will inevitably get the maximum number of viewers of a non-cricket show in the initial stages at least.

     

    Not that promotion of films or television serials is a new phenomenon. In today’s times when nobody can ensure a film’s success, even Salman Khan who hardly ever promoted his films till recently has changed gears to talk about his releases before they hit the marquee. The strategy has worked. Always the most active channel-hopper, Shah Rukh Khan’s marketing of Ra.One redefined the way in which a film is being sold by the Hindi film industry. Of course, Ra.One did not succeed the way it was expected to. But SRK tried.

     

    The master strategist, however, isn’t SRK: and certainly not Salman. It is Aamir. While both SRK and Salman have had their share of flops, facts prove that Aamir has had the least number of failures at the box-office. Even a mediocre film like Ghajini rocked, its success story partly written by viewers who went to watch Aamir’s eight packs: a fact that was marketed very smartly through his interviews and other promotional campaigns. When he produced Delhi Belly, he went all out to discuss the film’s ‘language’: one big reason why many viewers hit the halls to watch it.

     

    The big satya is that Aamir is better at the game that everyone plays. Not that his approach makes the success of Satyamev Jayate, a hundred percent certainty. Major film stars have hosted hyped shows, many of which have flopped. Amitabh Bachchan created history with the success of the first edition of Kaun Banega Crorepati, but Shah Rukh Khan failed to make the sort of impact his diehard fans believed he would. SRK did experience some success as the host of KBC’s third edition, but his decisions to host Kya Aap Paanchvi Pass Se Tezz Hain? and Zor Ka Jhatka: Total Wipeout had disastrous consequences. Govinda as the host of Jeeto Chappar Phaad Ke made zero impact. The Salman Khan-steered show Dus Ka Dum started off really well. By the time the second season came to an end, however, its popularity had withered away. Akshay Kumar experienced success with Fear Factor: Khatron Ke Khiladi. Yet, few bothered to see him in MasterChef India: Season 1.

     

    Aamir’s well-disguised expressions have spun a lot of curiosity about Satyamev Jayate. The show’s reach is far wider than that of others hosted by film stars so far. If it succeeds, it will write an extraordinarily significant chapter in the history of Indian television. If not, the story of its failure will be discussed for a long time: more so, because it has been made by a man who owns a magic wand which nobody else does.

     

    The star is at the centre of a shrewdly developed promotional campaign. But once Satyamev Jayate hits the small screen, it won’t be long before hype gets jettisoned by the people’s acceptance or rejection of the real thing. The suspense around the show will guarantee a full house on the opening day inside each household. Having been there, done that, Aamir surely knows that is not enough.

     

  • Star's no-holds-barred show promises to be a tear-jerker, as Aamir Khan brings out facets of India’s gritty reality.

    High EQ at Aamir Khan talk show Satyameva Jayate

    By A Correspondent

     

    From Lagaan to Rang de Basanti to 3 Idiots and the hard-hitting Peepli Live which dealt unabashedly with home truths – for Aamir Khan, the next logical step seemed to be tackling real life itself, live.

     

    His no-holds-barred talk show Satyameva Jayate has already garnered praise from industrywallahs – singer Sukhwinder Singh is gaga about it, for one – and, from all accounts, promises to be an eye-opener.

     

    Shooting for the episodes has begun and is said to be proceeding as per schedule.

     

    Besides the guests on the show, the live TV audiences have also been moved by the issues tackled on the show. While the mood is not always sombre to begin with, as the issues get revealed and the guests share their touching stories, it is often Mr Khan himself who is seen to have tears in his eyes. The actor with a heart does succeed in getting the guests to talk about the most difficult times in their lives, but not without also extracting mugfuls of tears from practically everyone, according to eyewitnesses.

     

    “I will put it this way, that the ‘EQ’ or emotional quotient is very high on this show,” said a participant who attended one of the studio shoots. “Aamir Khan is really dedicated and really cares about the people and their problems that are being discussed. He’s wonderful. We came because we are Aamir fans, but then we just forgot that he is a star actor,” she added.

     

    After heavy doses of manufactured reality programmes, the Star offering seems to be a breath of genuine fresh air, as the show sets out to reveal the India that lives in far-flung villages and only sometimes breaks out in the form of a headline.

     

  • Young Turks showcases 24 young entrepreneurs who have made a mark in the society with their innovative thinking and entrepreneurial spirit

    Divya Bhaskar celebrates spirit of Gujarat enterprise with ‘Young Turks’

    By A Correspondent

     

    Divya Bhaskar celebrated the efforts of the young entrepreneurs of Gujarat with the release of a coffee table book – Young Turks – acknowledging the efforts of emerging entrepreneurs in Gujarat. The book aims to motivate audience with the success stories of these entrepreneurs and their never say die attitude, which has helped them to overcome the hurdles and achieve their goals. ‘Young Turks’ is a salute to the young achievers.

     

    Young Turks showcases 24 young entrepreneurs who have made a mark in the society with their innovative thinking and entrepreneurial spirit across fields like Animation, Real estate, Training, Information Technology and so on. The book encapsulates the journey of an entrepreneur. It salutes their indomitable spirit and vision for sustained growth which has contributed to progress of Gujarat’s redefining industry.

     

    Commenting on the release Mr Saras Sethi, State CEO said: “It is aimed to motivate the emerging entrepreneurs with examples of success. Most of these emerging entrepreneurs defy the age factor and have made their mark at very young age with hard work and innovative thinking.”

     

  • Logo unveils across Reliance Broadcast Network’s television bouquet on May 10

    BIG RTL Thrill gears for launch and unveils logo

    By A Correspondent

     

    The recently named BIG RTL Thrill from the Reliance Broadcast Network and RTL Group joint venture will unveil their logo through a multi-media campaign on May 10. The logo will be revealed through an extensive campaign across its television channel bouquet BIG CBS Prime, Spark, Love, Spark Punjabi, BIG Magic and UTV Bloomberg, which will run through the summer as the channel gears for launch.

     

    The logo of the new channel, which is positioned as the country’s first action entertainment channel, was designed by Singapore-based BDA and will be seen extended across various on-air elements like promo-packaging, on-air graphics and the channel id.

     

    Targeted at male audiences across metropolitan and non-metropolitan areas in the Hindi-speaking markets, the look and the feel of the logo is strong, solid and in-your-face. The red colour signifies energy, aggression and high action. The big, bold and sharp fonts and the rectangular block perfectly reflects the personality and core values of the channels – daring, action-packed, electrifying, sporty, challenging and adventurous. The channel, which is a result of detailed audience mapping and insight mining among Indian audiences, has a logo that is simple, yet impactful and promises to connect well with the mass male audiences in India.

     

    The present joint venture marks RTL Group’s entry into the burgeoning Asian television market and is Reliance Broadcast Network’s second international joint venture, following on the heels of its successful joint venture with CBS Studios International.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It houses the following verticals: 92.7 BIG FM -India’s largest FM Network; BIG CBS – A joint venture with CBS Studios International; BIG MAGIC – which marked the Company’s entry into the regional entertainment space. The company also distributesBloomberg UTV,India’s premier business news channel. In the space of live entertainment the company has BIG Live a division which develops, executes and markets Intellectual Properties, and synergizing excellently with this division is BIG Productions a division which functions as a television content production house catering to the diverse creative needs of the Indian television landscape.

     

     

  • Bharat is keeping pace with India as consumption of FMCGs and durables rises

    Marketers make hay in Rural India

     

    By Ritu Midha

     

    There’s no denying the unprecedented push being issued by marketers in getting their brands to reach out to rural cities and towns. Most marketers, who earlier had shied away from reaching out to these markets, are now reviving their interest and want to be a part of the action in the so-called Rural India. Till recently, the interest was not translated into action due to various issues like lack of infrastructure, information and consumers loyalty to a few brands that braved adversities and made inroads into these difficult-to-reach markets. However, things are changing now and, to a large extent, the change can be attributed to information access and the penetration strategy adopted by the mobile networks, which were closely followed by handset marketers.

     

    Harish Bijoor
    Avinash Oza
    Mihir Mody
    Mayank Shah

    As per Harish Bijoor, CEO, Harish Bijoor Consults, the rural consumer is just getting the taste of experimenting and owning, and hence a larger opportunity lies there. He elucidates: “I would segment the hinterland into urban, rurban and rural. The hunger deepens as you go from urban to rurban to rural. The opportunity for marketers therefore deepens as one penetrates further down this strata.”

     

    There are a number of pull factors attracting marketers to these areas; one also shouldn’t ignore the emphasis being laid by the government in improving infrastructure and education levels across the country. Avinash Oza, Director Brand Communications, DDB Mudra Max reflects on this sentiment: “The government’s infrastructure vision of connecting rural with urban through construction of roads and rail network has led to migration, mobile working population, and better education – it has also provided an opportunity for marketers to reach out to rural areas, thereby increasing accessibility across categories. In addition to infrastructure, Doorsanchar Kranti (Telecom Revolution) has bridged the rural-urban divide via satellite cable, and DTH connections.” He, incidentally, believes that it is a crime to call them villagers – they are distant urbanites.

     

    Presenting his outlook, Mihir Mody, Founder & CEO, Adwallz, said: “There is awareness and good spending power. Gradually these markets are becoming urban in attitude and awareness, thanks to the medium of television. Marketers, too, are exploring a new world in rural – FMCG and telecom success stories are now attracting other product categories… the sheer numbers are formidable.”

     

    Marketers have taken note of this evolution, and there is an increased focus on rural markets across product categories. Mr Krishna Mohan, CEO, Sales, Emami Limited said: “The great rural-urban divide in household consumption patterns has reduced drastically. Bharat is indeed keeping pace with India when it comes to spending on most fast-moving consumer goods. Rural sales contribute more than 40 to 50 per cent of total sales in various categories for Emami. We have increased emphasis on engaging rural consumers. The market is huge with a lot of potential.”

     

    Mayank Shah, Group Product Manager, Parle Products too is of the opinion that rural markets are indeed opening up, however there might be a difference in purchase behaviour and consumption pattern. He states: “In case of rural buyers, it is smaller units. Instances and opportunities of buying are less and they buy if the right quality is delivered at the right price.”

     

    It is not only the FMCG marketer who is witnessing an increased awareness and demand, but also the durables and electronics sectors. Kamal Nandi, VP – Marketing & Sales, Godrej Appliances explains: “It is not only the towns in these areas which are seeking a metamorphosis, but demand in rural markets too has increased. Though it might still be the entry level products that are being sold there – the aspirations are high, and demand is increasing. For instance, we have seen remarkable growth in sale of single-door refrigerators in these markets.”

     

    The consumerism in rural areas is being led by youth who are better connected, informed and travelled than the generation before. As Mr Oza stated: “Youth here are fast adopters, acceptors and can be termed as change agents. To reach households, the route is to bring youth on your side. Marketers can use youth by following ‘learning with livelihood’ model when they plan to penetrate hinterlands.”

     

    Another trend that has shown marked improvement is penetration of media in rural areas. This has resulted in more number of consumers who are being exposed to brands and their promises. However, the success of a brand in rural areas, to a very large extent, lies in the retailer’s hands – and it is important for the marketers to win them over. Citing an example, Mr Oza said: “Each retail store has 3-4 shop boards. On my visit to Khandwa in Madhya Pradesh, I came across unique shop boards. One brand – Pariwar tea, even deployed shop boards with retailers’ photographs. This shows that Maslow’s hierarchy pyramid works the opposite in the hinterland.”

     

    Beyond being in the good books of retailers, marketers have also realised the importance of educating consumers in these markets. The objective, of course, is to increase awareness levels and thereby consumption. Krishna Mohan stated: “The way forward is to help consumers, especially in the rural areas, to make the switch from loose to branded products or aid new consumption habits, either with novel products or new formats. We have embarked on a project called Swadesh, where Emami through its field staff would cover rural markets directly through dedicated organisation structure for rural operation.” He added: “Communication is another vital factor in ruralIndia. We need to reach out the consumers through innovative ways and create brand recall.”

     

    Though a number of theories have been floating around on the scope that rural markets throw up for brands, what is certain is that this is where the action would come from – and obviously more moolah. This would be driven largely by consumers from these belts that are increasingly becoming savvy, have better disposable incomes and are ready to spend. However, at the same time, the consumer is discerning, price conscious and desires to take small steps. The need of the hour is to communicate to him in a right manner and offer him the right product in the right size – win him over by giving the right advice and see your brand grow. But it must be mentioned here that word-of-mouth or buzz marketing is still the key to a making higher purchase decisions. As one jilted consumer might lead to many being drawn away and that’s the last thing a brand might want to confront itself with.

     

    Imaging: Rafiq, Photograph: Fotocorp