MxMIndia

Category: NEWS

  • Deepti Jalota has joined Mogae Media as Vice President – sales. She will be based at the Mogae HQ in Gurgaon

    Deepti Jalota joins Mogae Media from Microsoft

    Deepti Jalota has joined Mogae Media as Vice President – sales. She will be based at the Mogae HQ in Gurgaon.

     

    Ms Jalota joins Mogae from Microsoft Advertising India where she was the National Category Manager and was responsible for the digital media sales for their assets like MSN and Windows Live. Mogae Executive Director , Tanya Goyal said, “Deepti brings good quality digital knowledge, and a deep understanding of emerging trends to her new assignment at Mogae.”

     

    Prior to Microsoft, Ms Jalota held a senior leadership role as AVP at Carwale.com for their online business and has also spent three years with Yahoo India where she led online advertising sales and brand efforts for a large portfolio of their clients. She has also been a part of the international sales team at Mediascope Publicitas and was attached to their travel and business category for print and magazines. Her career in advertising started in 2000 when she joined as a trainee at FCB Ulka.

     

    About the new appointment she said, “In these exciting times when mobile advertising is all set to take the leap ahead, I am really excited and delighted to work with the Mogae Group and totally relate to the enormous vision the company has for the mobile advertising space. My role here would be to assist company in scaling up sales and revenue and form a robust sales team across regions and take Mogae Media to the next level.”

     

  • As the sunset date for digitization nears, Dish TV has announced its basic channel tier free of cost in the four metros

    It’s Dish’tization as basic tier is free for Dish subscribers

    By A Correspondent

     

    Dish TV, the DTH service provider, has announced a game-changing initiative aimed at viewers in the four metros which are due for digitization. Dish TV’s customers will be eligible to receive a basic channel tier comprising of 70 channels free of cost for five years. TRAI had recommended at providing the basic tier (free-to-air channels) at Rs 100 per month to their subscribers. The Dish TV subscribers will have to recharge the option every six months with Rs 200.

     

    “The offering is valid for four metros: Delhi, Mumbai, Chennai and Kolkata. We are adopting the telcos’ method. The free-for-lifetime offer did not reduce their revenues neither did it affect the size of the industry in negative way. We are sure that with this package, consumers will have more choice, and will recharge to avail access to more channels,” said Salil Kapoor, COO, Dish TV.

     

    The launch will be supported by a 360-degree media campaign. Mr Kapoor said, “The media campaign will be launched in all four metros within a week. The total outlay for the whole campaign is to the tune of Rs 30 crore.”

     

  • This is Mr Dhanda's second stint with the Reliance Broadcast Network Ltd

    Manav Dhanda to head programming @ Big FM

    Manav Dhanda

    By A Correspondent

     

    Manav Dhanda has been appointed as Network Programming Head for 92.7 Big FM. In this second stint with Reliance Broadcast Network Ltd (RBNL), he will be taking care of the programming strategy of the Stations across the country. His first stint was in 2006-08. He will be reporting to Tarun Katial, CEO, Big FM.

     

    A media professional for over 15 years, Mr Dhanda began his career with directing serials and working as a freelance writer. He has worked with Sony Entertainment Television, Radio Mirchi and Miditech.

     

    Before returning to RBNL, Mr Dhanda was associated with World Band Media – a Canadian company with operations in the multicultural, multiplatform media market in the United States – as the Chief Operating Officer.

     

    While RBNL sources have confirmed that Mr Dhanda joined the organization in early September, there is no official communication on the development.

     

  • After declaring that Bigg Boss is family-friendly this season, Colors has taken the show a step closer to its audiences by flagging off the Bigg Boss Tour, an initiative which will give fans the experience of being close to the stars via a paid tour

    Bigg Boss goes ‘alag’ with tours of ‘house’

    Manoj Gursahani of Bollywood Tourism and Deepak Dhar with Raj Nayak

    By A Correspondent

     

    The intention was made clear at the start when the channel pronounced that Bigg Boss would be slightly different in its avatar through the ‘Alag Chhe’. tagline. After getting it to be a show that can be watched by all in the family, Colors has taken a new step in getting the show a step closer with its audiences by flagging off the Bigg Boss Tour. The initiative would give fans an extraordinary experience of being close to the stars via a paid tour.

     

    Beginning October 19, 2012, Bigg Boss fans will get to unravel all the live action direct from the house, experience the reality and magnitude of the production and the complex set-up besides other attractions associated with the format. As part of the opportunity, Colors has introduced special buses that are designed to simulate the Bigg Boss experience and give fans the ultimate ride from Mumbai to the Bigg Boss house at Lonavala. The project is managed by Bollywood Tourism for Colors and has been introduced keeping in mind the need to satiate the curiosity around Bigg Boss.

     

    The paid tour will be operational every day of the week, except for Thursday till the season ends. The attractions will include a ‘House Tour’ via a secret passage and a look through a special viewing gallery that would allow one access to live action in the house; Hall of Fame, a spot where visitors can relive moments from their favourite seasons and have a look at iconic memorabilia of the most popular housemates; Control Room, the centre of all production activity and a view of the numerous cameras capturing every move; Confession Room, a room for viewers to get a chance to play Bigg Boss housemate and lastly a view of Salman’s Chalet, a place where the host unwinds during the shoot. The Friday tours will be a highlight as the visitors will get an opportunity to view the shoot of the eviction episode by host Salman Khan.

     

    When asked about the novelty factor behind the idea and the need for such an initiative at this juncture, Colors CEO Raj Nayak said, “We decided to do such a thing with a show like Bigg Boss because the format allows us to do something like that. It’s one of the biggest and most expensive reality shows in this country today. Also it is one of the shows which has a cult following and is talked about a lot.”

     

    And that’s not the only explanation. Mr Nayak added, “There is this whole feeling of the show being scripted, so we felt that there is an opportunity where we can bring viewers closer to the channel and that they came and witness for themselves that it is a non-scripted reality show. That’s what led us to get talking with our partner Endemol on the idea, which they readily latched on to. This was followed by the roping in of an experienced team that caters to tourism around Bollywood in Bollywood Toursim. So the three of us came together and recreated this new experience and we think it will fly.”

     

    While the new initiative could be looked as an alternative for the channel to recover the huge costs involved around the show, that is not what its precise aim is. Asserted Mr Nayak, “We are not doing it for revenue at all. In fact I do not know whether we will make money at all out of this and I won’t be surprised if we even lose money. But that is not we are concerned about; we decided that if we cover our expenses great otherwise we will subsidise it. But going by the response I think we will be able to cover our expenses.” According to Nayak, the whole idea behind this venture is to give the viewers an opportunity to come and connect with the show at a reasonable price.

     

    When asked how big a challenge it was in putting together an activity as big as the tour, Deepak Dhar, MD, Endemol India said, “The way the show has been designed it is one human observatory that’s running 24×7. To plug and play into the Bigg Boss psyche was not a challenge; it was an interesting idea that we lapped up. All the three of us then got together to see how we could work this across seamlessly to the extent that the format can allow and what it cannot allow.”

     

    In fact the idea has already attracted the attention of Endemol’s other international teams who have taken note of the activity and are looking at the possibility of emulating it across other properties as well. Asserted Mr Dhar, “It’s just the start now; let’s see how it gets picked up later. There’s already a bookmark on how this can work as of now. But all said and done it’s an innovative thought, an idea that can be replicated to other properties as well.”

     

    While the channel is hopeful of attracting huge ratings in the first week, what it is also excited about is the huge response that Bigg Boss is receiving from the advertisers. Affirmed Mr Nayak, “The advertisers have taken to our show very well. We have got five sponsors on board as of now. Vodafone has backed us again; we never had ‘powered by’ in the past seasons but this time we have Samsung who has come by in that slot. Coming next week, we will have two more sponsors on board so for me it’s a success even before the show is on air. As for the investments, we are spending much more this year so we would want to recover that proportionately.”

     

  • Are GECss showing a sensitive side by highlighting social issues in fiction and non-fiction shows?

    MxM Mondays: Are general entertainment channels turning social activists?

     

    Television reflects society and social trends, and hence, a look at TV programmes over the years shows that channels have, from time to time, taken up social issues and woven stories around serious themes. From the era of Doordarshan to today, soaps like Hum Log, Rajni to Balika Vadhu, and reality shows like Satyamev Jayate, to name some, have tackled issues which need people’s attention. And recently, the trend has increased as many issues like female foeticide, surrogacy etc are being shown on primetime.

    So, does this mean that the general entertainment channels (GECs) have taken up the role of social activists or is it just another bid to garner more eyeballs? What role does a channel/broadcaster play while showing such issues? MxMIndia spoke to a few experts and industry people…

     

    Dr B Manjula, associate professor, School of Media and Cultural Studies, Tata InsISS:

    Intially when television was launched in the country, its main role was to educated and enlighten people. Doordarshan showcased not only documentaries but also shows dealing with social issues. With a high rate of illteracy in the country, television was seen as a great option to bring about a change. However, with privatisation and coming in of cable TV, things changed. Media became more of a business than a medium to bring about that change. Broadcasters now are more worried about ratings and gaining popularity among its audience. However, in the past few years, GECs are showcasing serials which have taken a bend towards social issues. But there are two things one needs to keep in mind:

     

    1. How aware are they of the issue itself? Many a times, shows /channels are not aware of issue but only touch it on a peripheral level. Proper and thorough research needs to be done so that not only can shows get an in-depth meaning into their storyline but also help in bringing about a change in people’s mindsets and important points aren’t lost in translation.

     

    2. What is channel more interested in – TRPs or change? Not only channels but many companies too aren’t clear about the two. Corporate social responsibility isn’t about just doing something once in a while but to bring about a change at grass-root level. There is a gap between an idea and what is practiced. An idea might be good but unless and until, it is shown properly, it will be lost. The bridge between the two needs to be filled.

     

    I feel that broadcasters shouldn’t forget that there is still a high rate of illiteracy (around 40%) in the country; hence, for them television is the ‘world’. Therefore, they need to be credible and responsible too instead of just focusing on money making.

     

    Ajay Bhalwankar, Content Head (Hindi GECs), Zee Entertainment:

    That’s been the trend even from the days of Doordarshan. Social issues like discrimination against skin colour, education of the girl child, female foeticide, remarriage, child abuse and surrogacy, etc., are common on primetime shows. They highlight a reality prevalent in society and it gets an instant connect with lakhs of viewers…

     

    We have always handled any social issue very sensitively and showcased the ‘Umeed’ aspect to edutain viewers on how to get rigid customs and views out of their minds and work towards a happier and progressive society. However, GECs do not want to be social activists but are definitely instrumental in spreading the message or creating awareness about a pertinent social cause. The primary purpose of any GEC is to entertain people. I would like to add that Zee TV has a multi-genre offering and is living up to its image of being a socially conscious channel. With path breaking shows like Hasne aur Hasane Ka Tonic Ladies Special, Agle Janam Mohe Bitiya Hi Kijo, Aapki Antara, Pavitra Rishta, Shree, Maayka, Punarvivaah, Phir Subah Hogi, Sa Re Ga Ma Pa and Dance India Dance, the channel has established icons such as Laali, Archana, Antara, Lakshmi, Aarti and Sugni who have entertained audiences at the same time addressed socially relevant issues like autism, child trafficking and remarriage to name a few. So, it won’t be wrong to say that, it has helped in educating the audience. It has also helped in changing perceptions. For instance, parents encouraged their kids to take up dance as a serious career option in India after watching ‘Dance India Dance.’ Punarvivaah, our primetime show on remarriage, has received tremendous positive feedback. Lakhs of people across the world have written into us sharing their stories and how they’ve changed their mindsets to allow their family and friends find happiness a second time around.

     

    Yes, we would all like our shows to have maximum eyeballs but there has to be honesty in showcasing any concept. And not all shows with social causes are successful… that the industry attempts such stories to entertain and edutain viewers in India is good! Change is slow and a constant around us…Our primary objective is to entertain and if in the process, awareness, positivity, happier families and relations are built, we are doubly pleased.

     

    Prashaant Bhatt, Weekday Programming Head – Colors:

    GECs are not taking up the role of social activitss, but just presenting shows that have a context and relevance. If by bringing socially relevant content, we are successful in initiating a social change, we consider our message delivered. Television, today, is more than a medium of entertainment; it’s a mouthpiece for the common man to put his views across. By introducing content that has a social impact, we are doing our bit in raising not only awareness but also extending a platform for discussion.

     

    As a channel, we believe in variety entertainment and offering an experience that is educative and enriching. With this added in our bouquet of programming, we are catering to the different entertainment options of the audiences. It does have an impact on the common man who watches these shows regularly. One case example being a Rajasthani girl named Lakshmi Sangara, who was married off to a much elderly man at a young age. She, aided by her lawyer, succeeded in getting a divorce from her husband after watching Balika Vadhu and realizing that child marriage is an offence. This is our success, if this is the result and the power of a show then we are not looking at chasing numbers but rather making a real difference. It is a challenge for the channel to portray such strong situations in a socially acceptable manner. For us, it is not just about portraying the issue, but being a General Entertainment Channel, we need to craft storylines that are appealing and accepted by the audiences. By using content to set the context for prevalent issues, we are making an attempt to bring about a change in society and the prevailing mindset. And living in a democratic country, it is highly essential to euphemize these issues and present them to the viewers to make their choices.

     

    Samir Khanna, EVP and Head, DDB MudraMax Media:

    We need to make the differentiation when we say that GECs are taking up the role of social activists; that is, break up GECs into two verticals: fictional and non-fictional shows. When we talk of fictional shows, there are issues in these serials that agitate the mind of the audience today with the everyday issues such as dowry, corruption, rape etc which are seamed into the storyline. Now because it agitates the mind of the audience, the viewer gets absorbed into the episode or the episodes of the fictional show. I don’t think, in the fictional shows, they are trying to be the activists. At the end of it all, the aim of fictional show is essentially to sell it to the advertising and marketing fraternity, and to grab eyeballs. Being an activist in a fictional show is difficult since the show follows the storyline with the characters into it. Usually, what they do is plug a sub-story into the show and then they carry it forward. The moment you try to talk too much about it, the show becomes preachy, which people wouldn’t like. It is all about eyeballs.

     

    But the moment you talk of non-fiction shows, like Satyamev Jayate, on the GECs, they not only talk but debate about societal issues and also try to come up with advice. There is this non-fictional weekend show, ‘Zindagi ki Haqeekat se Aamna Saamna’, wherein you have a courtroom set up and the show tries to come up solutions for the fighting family members. There are non-fictional shows that do come up with solutions and advice.

     

  • Combining cricket with the best in class animation it will bring family and friends together to enjoy this enduring series. Howzzattt will air every evening at 6pm on the Discovery Kids

    Gully cricket courtesy Discovery Kids in Howzzattt

    By A Correspondent

     

    In its mission of offering unique, relevant and India themed content, Discovery Kids presents the all-time favourite – cricket in its classic avatar – gully cricket in Howzzattt. Combining cricket with the best in class animation it will bring family and friends together to enjoy this enduring series. Howzzattt will air every evening at 6pm on the Discovery Kids.

     

    The show unfolds the story of victory of good over evil in an engaging and exciting narrative for the kids. The series has funny and quirky characters with tricky situations which kids can relate to in their daily lives.

     

    The good kids group calls themselves as ‘ Gulab Nagar Junglees’ and they put in lots of hard work and play the game by the rules and manage to outwit their opponent by sheer determination and guidance by their loved coach ‘Sweety Aunty.’ The character of Sweety Aunty reflects a true face of Guru and teaches its students right values and prepares them to face the realities of life.

     

    Rahul Johri, Senior Vice-President and General Manager – South Asia, Discovery Networks Asia-Pacific,said, ”Discovery Kids will satisfy the curiosity of millions of children in India with its fun, enriching and transformative programming. Howzzattt is a unique animation series designed to entertain kids and will showcase cricket in a whole new exciting avatar.”

     

    Discovery Kids covers a variety of programming ranging from iconic global content to multiple India-themed series. Committed to offer a comprehensive viewing experience and cater to diverse demands of Indian kids, the programming formats will include highest-quality animation and engaging live action series under multiple genres such as adventure, mythology, nature, history and science. A reflection of the vacuum for programming that blends entertainment and learning, Discovery Kids has gained availability across India on both analogue and DTH platforms including Dish TV and Videocon D2H.

     

  • Maya Digital Studios and Vimanika comics have come together to bring mythological comic characters into their animated avatars. Maya Digital Studios will be creating an animated TV series and TV Film based on one of Vimanika’s best selling comic, The Sixth: The Karna

    Maya, Vimanika bring mythological characters to TV

    By A Correspondent

     

    Maya Digital Studios and Vimanika comics have come together to bring mythological comic characters into their animated avatars. Maya Digital Studios will be creating an animated TV series and TV Film based on one of Vimanika’s best selling comic, The Sixth: The Karna. The project titled ‘The Sixth: Karna – The Warrior Kid’, is a contemporary take on the story of the legendary warrior in a format meant for the kids of today.

     

    The story of ‘The Sixth: Karna – The Warrior Kid’ revolves around the adventures of a present day 9-year-old boy who happens to be the reincarnation of the great warrior Karna.

     

    The TV Film will be a 70 minute long, followed by a series of 104, 11 minute stories that will be created based on this comic series. An exclusive preview of the series will be presented at the Mumbai Comic Con 2012. The film and the show are primarily aimed at kids in the age-group 7-10 and promise an action adventures treat for them, with a subtle connection in the Indian mythology.

     

    Internationally, comic books’ getting converted into cinematic of televised content is a very popular trend. In the recent past we have also witnessed the Indian market warming up to this trend. And taking the lead in this territory is Maya.

     

    Maya Digital Studios is an animation, visual effects & 2D to 3D conversion studio. In the recent past they have created a 3D animated show out of Lotpot comics popular Motu Patlu and converted Amar Chitra Katha’s Sons of Ram into stereoscopic 3D.

     

    Speaking about the association, Ketan Mehta, Chairman & Managing Director, Maya Digital Studios said, “For a child, comics are the first interface with reading & animation with content viewing. Our focus at Maya is to bring in the best possible comic content into an animated form. The Sixth is precisely such a highly contemporary yet traditionally rooted concept, and with our animation, we’ll take this already popular brand to an altogether new level.”

     

    Adding further, Suhas Kadav, Head of the Animation Department at Maya & the director of the film & the series said, “‘The Sixth: Karna – The Warrior Kid’ has an extremely engaging and interesting story. Keeping in mind the core TG of 7-10 year olds, we have woven the story around the great Karna, in such a way that today’s kids enjoy the action and adventure, and get to know some secrets of the great Indian warrior.”

     

    Vimanika comics have garnered umpteenth accolades for their various mythological comics. The Sixth Karna is a story a real hero. He had all the attributes and characteristics of a god but flaws like a human. Karna was born to a royal family and yet he led the life of a lower caste. But more than that, the story highlights how he overcame all the abuses and challenges life threw at him. All in all it is a story from which the reader can draw inspiration.

     

    The Sixth Karna is a very popular brand both – Nationally and Internationally. The comic has a huge cult following which prodded the creators to present the comic via the digital platform.

     

    Says Karan Vir Arora, CEO, Vimanika Comics, “This is an exciting collaboration. It is definitely a huge leap for us where in we will be able to reach out a wider audience. The film and series will be in tandem with the artwork and story line of the comic. However there will be necessary creative changes as it’s a different medium. The Indian mythology has varied layers and our team at Vimanika has always been striving to engage the youth to get affluent and inspired by Indian culture and our rich ancient history.”

     

  • Worried that the kids are hooked to Sheldon & Co on the GECs? Enter: ZeeQ, billed as India's first edutainment channel, from the Zee group

    Now, learn the Big Bang Theory on ZeeQ

     

    By A Correspondent

     

    Pardon us stretching it a bit in the headline. We loved The Big Bang Theory when it aired on Zee Cafe and earlier Star World. But this big bang theory will be of the real kind.

     

    For, trendsetting broadcast network Zee Entertainment Enterprises Ltd (ZEEL) seems to be at its game-changing best yet again as it announced the rollout of an all-new channel. Called ZeeQ, the channel is being tagged as India’s first edutainment channel and will focus on school-going children and attempt to help parents and teachers in the collective effort to facilitate emotional, social, academic and behavioral development of children.

     

    The channel will be beamed live from November 5 on leading DTH and digital cable platforms as a paid-for channel.

     

    Said Punit Goenka, MD & CEO – Zee Entertainment Enterprises Limited, at the launch announcement on Monday, October 15, “Zee as a group stands by its principle of improvement of human capital, and so is the initiative, ZeeQ. It is a step ahead in fostering the curiosity amongst children through fun and entertainment.” Mr Goenka added by stating that for two decades, Zee Entertainment Enterprises has been making a difference in the lives of millions, and now ZeeQ will sustain that philosophy further.”

     

    According to officials, ZeeQ will have mix of home produced and acquired content. While 70 per cent of the content would be beamed in Hindi the remaining 30 per cent would be in English. Elaborating further, Subhadarshi Tripathi, Business Head of ZeeQ informed that as of now, ZeeQ would be having about three-and-a-half hours of original programming and further one-and-a-half hours of animated programming. While 50 per cent of the programming would be homegrown, the remaining would be sourced from outside and will be retained with ZeeQ for a period of 5 years.

     

    Asserted Mr Tripathi, “The programming and scheduling approach of ZeeQ’s content is geared to help children with subliminal education while keeping them engaged in never-before edutainment fashion. To achieve this, ZeeQ has a mix of programmes that has been specially designed and produced by the programming team.

     

    Some of the shows that have been conceptualized for the channel include:

    • Teenovation — a show in association with The National Innovation Foundation about Children innovators who display brilliance and create utility items for problems they see around them
    • Wordmatch —  a National level Hindi game show for children, which enhances their knowledge of English spelling, word usage, sentence construction and vocabulary
    • Brain Cafe — a super-cool Cafe with anything and everything to do with Science, Brain Cafe is the perfect hang out to learn all about science theories, concepts and their applications in a fun way.

     

    To drive forward its focus on content around education, ZeeQ is relying heavily on the experiences of education division Zee Learn Ltd. On the backing being provided by Zee Learn, Mr Goenka informed, “During production and acquisition of content, we took into consideration the learnings from the 18 years that Zee Learn Limited has been interacting with as many as 300000 students, parents and teachers across India. And this has helped us make its edutainment content engaging and relevant to the needs of Indian children.”

     

    Navneet Anhal, COO – Zee Learn Limited, said, “ZeeQ is based on our core operating principle of ‘What is Right for the Child’. We are confident that the channel will benefit school-going children and help their parents and teachers in the collective effort to facilitate emotional, social, academic and behavioral development of the children. ZeeQ, will further strengthen the endeavor of Zee Learn to prepare children for 21st century by inculcating much needed knowledge, life skills and values.”

     

    MxMIndia spoke to a few media agency heads to gather their perspective on the road ahead for ZeeQ.

     

    Shashi Sinha
    Shashi Sinha

    Shashi Sinha, CEO, Lodestar Universal

    It’s a good idea as the genre is said to be expanding by the day. The move is good one by Zee as India is a young country and is getting younger by the day. Also the investor power is increasing so there is a growing market for Zee and they want to complete their bouquet of offerings. I think there is enough space for more such channels to exist. I do not know what the exact content line-up is but I presume that it will good enough to drive viewership to the channel.

     

     

     

    Gautam Kiyawat

    Gautam Kiyawat, CEO, Madison Media

    With digitization there will always be higher potential for new entrants to be viable. It’s good for everyone.

     

     

     

     

     

    Mona Jain

    Mona Jain, CEO, VivaKi Exchange

    There aren’t many options from a learning point of view for kids today. The (kids) channels of today are more entertainment-centric and do not have much of educative content to offer. This is a good move by Zee where the key would be to have a far more qualitative viewing and bring in a lot of quality content in an interesting manner. Also, this venture is such that it can be promoted by the schools and the parents themselves. This is what happened with Discovery where it managed to get in the required traction as it began beaming as an infotainment channel, an option that was received well by the parents as well.

     

    If you look at the viewership pattern that the kids have right now it emaps into the adult viewership to a large extent. That’s because in India you have large number of single TV households and the kids’ viewership is driven by probably what the mother or parent is watching. Having said that the kids do have content now that is tailored specifically for their viewing. So if one is able to provide such content that is compelling enough and gives information about what’s happening around their universe, I am sure they will be able to pull in their audiences. The USP is that it is niche and not a mass channel, so they shouldn’t have a problem attracting viewers to the channel.

     

    Where Zee is concerned, this move will give them a better bandwidth and better genre-play. For a network to operate across various genres that caters to all possible requirements and needs of advertisers is a preferred option. There are many who prefer to be a one-stop shop for all genres and very few succeed in doing that. This move would surely strengthen Zee’s overall position.

     

    Anwesh Bose

    Anwesh Bose, Senior VP, DDB MudraMax, Delhi

    Nowadays kids have become very important as there has been a sudden spurt of channels that are out to target them. But the way the kids of today evolve, they have already made space for quite a few brands in their minds from a channel perspective. Today there is distinctly nothing for a 4-14 yr-old to whom you can offer everything in one channel. It’s just not possible. It therefore would have made sense if Zee would have changed their TG to 4-9 or 9-14 yr-olds.

     

    I get a feeling that what they used to have as Zee Kids is being recreated again through ZeeQ. But the issue is different: with the coming of age of internet as a medium the kids of today do not want any gyaan; what they want is entertainment. They anyways get enough gyaan in school and if they want more they have Discovery Kids or Discovery Turbo or Discovery Science that has some amazing content to boast. So kids have gone beyond a phase where you can be professorial to them.

     

    To put it aptly, I think the TG could have been more sharp for ZeeQ to have shortlisted. And secondly, if your TG is sharp then the content needs to be planned accordingly. According to me what ZeeQ needs to do is get more contemporary in their approach. It is very essential today for a channel to understand what brandworld a child is living in and act accordingly.

     

     

  • The absence of a-la-carte choice for DTH subscribers was put forth by the Cable Operators Federation of India

    COFI has reservations about digitization

    By A Correspondent

     

    Fifteen days to go and controversies regarding the first phase of digitization refuse to die. Kolkata Cable Operators Digitization Committee has already written to the ministry to take into account their representation in the meetings. Now, the Cable Operators Federation of India (COFI) has voiced its apprehension regarding a-la-carte packages. In a task-force meeting in New Delhi, COFI presented a paper saying, “Government’s promises of a high quality digital cable service with affordable price and a facility to choose their favourite channels and pay only for them will prove false if subscribers find on November I that in spite of paying Rs 800 to Rs 2000 for STB they don’t have any choice and being forced to pay two to four times more to get the same cable TV service.”

     

    The paper then went onto list the offers from MSOs as given on their respective websites:

    • DEN Networks has NO channel from Indiacast (Viacom 18 and Sun) like Colors, Sun South Indian channels etc.
    • DIGI has no STAR channels, no ZEE channels and no SPORTS CHANNELS except DD sports and their package price is Rs. 250 PM.
    • IN CABLE has not given any names of the channels that they will carry on their network.
    • HATHWAY is the only MSO to carry all popular Premium channels on their Network but package with popular channels cost consumers more than Rs 350 (with Taxes).
    • No MSO has given a-la-carte rates of channels to allow consumers to select individual channels.

     

    Channel Package Offers from MSOs

    MSO Name of Package No. of Channels Rate Per Month in Rs (Exclusive of Taxes) Remarks
    Digi Cable Basic 145 180 No Star and ZEE Channels. Minimum customer price after taxes in Delhi will be Rs. 260.00 Taxes applicable on all packages and monthly rentals:1. Entertainment Tax- Rs 20 in Delhi.2. Service Tax- 12.5%

    3. Vat- 10%

    4. STB Rental- Rs 15- Rs 100 per month
    Gold 151 200
    Premium 165 250
    Hathway Basic 135 160 Minimum Customer price Rs 240.00 after taxes
    Medium 198 220
    Premium 242 275
    DEN Pack1 112 180 No Colosr, Sun group etc. Minimum Customer Price Rs. 260 after taxes
    Pack2 219 225
    Pack3 235 270
    WWIL Janta 118 100 Minimum Customer Price Rs. 160 after taxes Minimum Customer Price Rs. 160 after taxes
    Popular1 (Kolkata) 151 150
    Popular2 (Mumbai) 153 150
    Popular3 (Delhi) 142 150
    IN Cable Manoranjan FTA 100 100 Minimum Customer Price Rs. 160 after taxes
    IN Silver 140 225
    IN Gold 175 275
    IN Platinum 200 325
    IN Diamond 250 400

     

    STB Selling Schemes

    MSO Outright Purchase Rental Scheme Hire Purchase
    DEN Rs.1999/- including taxes Rs.799/- + Rs.15/-p.m. for 5 years, excluding taxes Rs.400/- + Rs.40/-p.m. for 5 years excluding taxes
    Hathway Rs.1999/- including taxes Rs.1900/- + Rs.40/- p.m. for 35 months including taxes Rs.500/- + Rs.100/-p.m. for 15 months including taxes
    Incable NIL Rs.500/- + Rs.40/- p.m. for 40 months Rs.500/- + Rs.100/- p.m. for 18 months
    Digicable Not available
    WWIL Not available

     

     

    It was also pointed out that none of the MSOs are offering the Rs 100 FTA package as provided in the regulations.

     

    According to the COFI memorandum, LCOs had raised this point of packages and pricing on 8th June at stakeholders meet in Vigyan Bhawan and were assured by the I&B Minister and MSO representatives that they will come out with final packages very soon. More than 4 months have passed and still no sign of any clarity on packages, pricing of channels and STB schemes.

     

  • Raj Datta, Senior GM, MPG-Kolkata on his first impressions on the new TOI group daily Ei Samay and whether it will be able to dent the market

    Jaldi 5 with Raj Datta: TOI has a strong youth connect but ABP is undisputed leader

    It was launched with much fanfare in Kolkata yesterday. But will Ei Samay from The Times of India stable be able to create enough impact in the Ananda Bazar Patrika-dominated Bengal market? We spoke to Raj Datta, Senior GM, MPG-Kolkata for his first impressions on the new daily.

     

    Raj Datta

    On the qualitative front a lot of the editorial team has moved from ABP to TOI, almost to prove a point as DNA had done to TOI, giving ABP a run for its money. So they know the market, its people and the competition, a heady combination. Editorial content being good, the case would be to develop their weekend content and other sections.

    On the quantitative front, Ei Samay is offering very competitive introductory pricing. For a  six-month subscription, the package is Rs 175, as also special and bumper pricing helping to increase circulation potential and get  hold of those initial eyeballs. Re-subscription would remain to be seen, but undoubtedly they will garner a captive audience for the first six months, really quite a bit of time for a reader to get habituated to style and format.

     

    02 Will a Bengali newspaper from The Times of India stable will be able to dent the market?

    Historically and in numbers, ABP has been the undisputed leader in Kolkata with a sticky brand loyalty associated with them. TOI has had marketing muscle, been innovative and agile with a strong youth connect and flexibility to changing technologies and trends.

    Whether Ei Samay will dent the market or not remains to be seen but certainly they will dent the method of operation of the ABP group making them more aggressive, reactive and proactive. Already there has been a review in its pricing, something they have not with other entrants and Ei Bela launched to target a younger segment in a compact newspaper format akin to a Mid-Day.

     

    03 How was the response  for the launch issues= of Ei Samay?

    The first issue was out at an inaugural 72 pages, a first-timer for a newspaper anytime, anywhere. The editorial content was very good and it had some great innovations, like there was a French window on the front page which opened half way on both sides. It certainly hit you in one shot as it aimed to do. The response would have to be a wait and watch but certainly it’s something ABP will respond proactively to.

     

    04 About Ei Samay, Times group editorial director Jaideep Bose wrote, “It will be Ei Samay’s endeavour to champion its readers’ causes in every possible way — be it to enhance their quality of life, or help rejuvenate Bengal, or create opportunities for the young, or simply provide a platform for ideas and solutions.” Do you think the product epitomises this thinking?

    The recent IRS confirmed that ABP’s youth profile is poor, something which Ei Bela is positioned to counter-act to balance the absolute number rule with the problematic youth area panacea.

    Traditionally, TOI has had a strong youth connect with experience in marketing initiatives and the ‘power of ideas’ involving a younger audience. It knows how to bring in the celebrity and style, talk of where the next party, poetry reading or art show is happening; or come up with editorial sections by student or experts. It knows how to create events and awards to take center stage.

     

    05 How are advertisers responding? 

    Ei Samay’s pricing is extremely competitive and the packaging very attractive with add-on rates at just Rs.150-Rs.200 making it a value-for-money part of the advertising offering. It is essentially targeting Kolkota city over the rest of Bengal. Ei Bela by ABP is also targeted to the city and is offering competitive advertising rates as are the ABP group publications but TOI is being extremely aggressive on this front.

    The corporate business should be easy for TOI to garner with most of the companies having offices in other cities too, but the real fight is in the retail business, which is huge… like saris, jewellery, etc. And there are other Kolkota publications like Bartaman and Sambad Pratidin too.

     

    As told to Ananya Saha

     

  • Mogae Digital has partnered with Mobiya to launch a suite of mobile classifieds services in India using the Mobiya Trader platform

    Mogae Digital launches Mobiya Trader

    By A Correspondent

     

    Mogae Digital has partnered with Mobiya to launch a suite of mobile classifieds services in India using the Mobiya Trader platform. Designed as a scalable full service platform, Mobiya Trader has been specifically developed for India and other countries where text messaging still dominates mobile communications and mobile advertising. The initial services will launch nationwide focused on the domestic jobs marketplace and there are plans to launch a property service, a matrimony service and also a wider industry jobs service too.

     

    Job seekers can use the new DomJobs service using SMS text messages to search for jobs and will receive daily updates about any matching adverts. Employers can also advertise by simply texting their advert into the Mobiya Trader service. Revenues are driven by user subscriptions and mobile advertising.

     

    Tanya Goyal, Executive Director, Mogae Digital, said, “Our new DomJobs service will, for the first time in India, help in the creation of jobs among blue collar workers through mobile phones. This service reaches job seekers in “rurban” (rural-urban) communities as well as the employers in the towns and cities and serves as an effective marketplace for bringing together blue collared workers and potential employers.”

     

    The vast majority of mobile phone users in India do not have a smart phone or broadband Internet access; therefore texting remains their primary communications method. Until now these types of domestic jobs were advertised locally in newspapers or by word of mouth.

     

    Ms Goyal continued, “The Mobiya Trader platform is flexible and allows us to configure and roll out new classifieds services rapidly, in some case even within minutes. This is important in a country with multiple languages, religions and cultural preferences; we need to be able to create marketplaces that accommodate these differences whilst maintaining ease of use, speed and of course being fun to use”.

     

    Mobiya’s CEO Martin Davis commented, “We are delighted that Mogae Digital has chosen to partner with us and use our Mobiya Trader platform to launch a variety of mobile marketplaces in India. With a mobile population approaching 900 million we are excited about the potential size of the customer base we will serve and the growing opportunity to deliver new services as India’s mobile technology adoption accelerates.”

     

  • MSL Group, Publicis Groupe’s flagship strategic communications and engagement company, has announced the rebranding of Hanmer MSL to MSL India

    Bye Bye Hanmer, it’s now MSL India

    By A Correspondent

     

    MSL Group, Publicis Groupe’s flagship strategic communications and engagement company, has announced the rebranding of Hanmer MSL to MSL India. This move comes nearly five years after joining MSL Group.

     

    MSL Group now includes two national agencies – MSL India and 20:20 MSL – as well as two specialty offerings, 20:20 Social and MSL Group Creative+.  After aligning with MSL Group in October 2007, Hanmer MSL’s change to the MSL India brand this marks another important step towards solidifying an offer that includes a mix of local insights, relationships and expertise as well as strategic communications practices tailored to the India market.

     

    Commenting on the announcement, Glenn Osaki, President, MSL Group Asia, and Chair, MSL Group India Management Board, said, “India has always been one of the highest priority markets, and we are proud to invest in and cultivate our team’s passion and commitment to providing top-of-the-line creative solutions to clients, and being the most trusted advisors in the nation. The new MSL India brand will emphasize our dedication to innovate and engage conversations and communities across the India market.”

     

    Another highlight of this new growth was MSL India’s move to upgrade its infrastructure and technology, announced last week, with the recent opening of a new MSLGROUP India flagship office in Mumbai’s Lower Parel district. This new world-class environment is now home to the 250 joint staff of MSL India, 20:20 MSL and MSL Group Creative+ in one consolidated location. Notable features include state-of-the-art conferencing technology and a storytelling motif entwined with India’s rich culture and MSL Group’s dynamic character.