MxMIndia

Category: NEWS

  • Rediffusion Y&R has announced that Dhunji Wadia will be President of the agency. He will continue in his role as President of Everest Brand Solutions

    Dhunji Wadia to take charge of Rediff, will continue to be on top of Everest too

    Rediffusion Y&R has announced that Dhunji Wadia will be President of the agency. He will continue in his role as President of Everest Brand Solutions.

     

    Diwan Arun Nanda, chairman, Rediffusion Y&R, said, “Dhunji has strong business acumen, great entrepreneurial instincts and affinity for our clients’ businesses. What makes it all work is his ability to motivate and inspire people on all sides of the business. He’s an ideas guy who gets that great creative work and strategic insights are inextricably connected.”

     

    Added Mr Wadia: “The group has given me the opportunity to use my experience and skills towards making a positive difference to our clients.  I am looking forward to writing an exciting new chapter in the history of Rediffusion Y&R,”

     

    An MBA from the Jamnalal Bajaj Institute of Management Studies, Mumbai, Mr Wadia joined the Rediffusion Y&R Group in 2010. Prior to that he was working with JWT.

     

    With over 25 years of experience in the business Dhunji has been associated with major national and international brands (Parle, TATA, Unilever, Nike, Levi Strauss, Diamond Trading Co, Kellogg, Aditya Birla Group, Sony Entertainment Television – Max and SAB, Kotak to name just a few.

     

  • The event made a modest beginning with 53 entries in the year 2001 and now in its 14th year it has received the highest number of entries at 465

    Effies 2014 receives highest number of entries ever

    By A Correspondent

     

    It’s been 60 years since its inception and the Advertising Club is still going strong. Of the various properties that it celebrates every year, Effies is one of the most sought after event in the industry.

     

    The Advertising Club instituted Effies way back in 2001, and is in fact the first Asian Partner chosen by Effies New York to run the event in this part of the world.

     

    The event made a modest beginning with 53 entries in the year 2001 and now in its 14th year it has received the highest number of entries at 465.

     

    The Effies is an international award that recognizes effectiveness in Marketing. It has built a reputation for acknowledging work that has proved itself in the marketplace. To win, participants must not only demonstrate a high order of competence in the processes that lead to the creative work, but also a proven, documented, verifiable roster of results.

     

    With a view to engage the marketing fraternity from Delhi in its scheme of things the Ad Club has been conducting Effies judging sessions for Round I & II in Delhi since the last two years.

     

    The grand gala ceremony is scheduled on Friday, 16th January 2015, at the Seaside Lawns, Hotel Taj Lands End, Bandra, Mumbai at 6.45 p.m.

     

  • The channel has brought on board music composers Salim Sulaiman to compose an upbeat and memorable audio composition

    Zee refreshes look, adopts core proposition of ‘Har Lamha Nayi Ummeed’

    By A Correspondent

     

    Punit Goenka

    At its recently hosted annual awards show – Zee Rishtey Awards, Zee TV announced an evolution in its core proposition from ‘Ummeed Se Saje Zindagi’ to ‘Har Lamha Nayi Ummeed’. Punit Goenka, ZEEL MD & CEO unveiled an all-new, vibrant and dynamic brand packaging that resonates with its core ethos, while staying relevant to the changing palate of its loyal audiences.

     

    Speaking on the occasion, Zee TV Business Head Pradeep Hejmadi said, “Zee TV’s core proposition of Ummeed se saje Zindagi was about a celebration and vindication of a woman’s emerging beliefs and a reflection of her changing hopes, dreams and optimism. This essence was embodied by each of our protagonists who emerged as role models and harbingers of hope for the masses. In that sense, Zee TV will always stand for Ummeed. It is the articulation that will change to reflect the changing times. Today, with India poised for growth, there is a feeling of ‘a new hope, every moment’.  Zee TV’s new slogan ‘Har Lamha Nayi Ummeed’ captures this spirit and its brand philosophy as also its content will reflect the same!”

     

    Pradeep Hejmadi
    Nitin Karkare

    Zee TV has rolled out a 360-degree marketing campaign across HSM to unveil the new identity. The creative agency FCB Ulka has conceptualized a simple visual device of ‘fingers crossed’ to bring alive the new proposition. The channel has also brought on board ace music composers Salim Sulaiman to compose a very upbeat and memorable audio pneumonic to bring alive the essence of the new brand proposition.

    Nitin Karkare, COO, FCB Ulka said, “Har Lamha Nayi Ummeed – the power of the moment that can bring hope/ummeed being the notion and tagline, the creative idea had to be something that not only sticks to people’s minds, promotes a telegraphic take-out of the message but also has a viral potential to become the talk of the town.”

     

  • 1,00,000 consumers across, Mumbai, Bangalore & Pune will receive a message, which will play the FreeCharge video directly without requiring the consumer to click on a link

    MEC, FreeCharge explore new smart messaging platform

    By A Correspondent

     

    MEC along with FreeCharge have harnessed a new ‘Smart Messaging Platform’ to reach out to consumer’s mobile phones with branded high quality, rich media such as videos, images, audio clips and more, directly, rather than having to push links.

     

    The smart messaging platform commonly known as MMS+ technology merely requires the consumer to have a data-enabled mobile phone. It works across all platforms - iOS, Android and Windows and does not require users to download any application to support it.

     

    For the very first time 1,00,000 consumers across, Mumbai, Bangalore & Pune will receive a message, which will play the FreeCharge video directly without requiring the consumer to click on a link.

     

    Sidhraj Shah, National Director Activation, MEC, said “The MMS+ technology offers hyper-personalisation opportunities including tracking consumer reaction to the call for action, which is not possible with the current SMS platform. At MEC, we are constantly scouting to offer new experiences and technologies for our clients, to engage with their customers. With ‘Smart Messaging platform’ we have only scratched the surface.”

     

  • He will spearhead overall responsibility of strategic and operational management of the News Nation Network and will oversee the group's portfolio of assets spanning news broadcasting

    RK Arora joins News Nation as CEO

    By A Correspondent

     

    RK Arora

    Former iTV Network Group CEO R K Arora has joined the News Nation network as Chief Executive Officer. Credited with building and consolidating many news broadcast brands, Meanwhile, it is rumoured that some more senior iTV group executives may also join Mr Arora at News Nation. It may be recalled that many top IBN business executives had joined NewsX in the recent past at senior positions.

     

    In his new role, Mr Arora will spearhead overall responsibility of strategic and operational management of the News Nation Network and will oversee the group’s portfolio of assets spanning news broadcasting.

     

    Mr Arora has an experience of 24 years and brings with him industry expertise and as Group CEO of the iTV Network which he joined in 2012, he managed the group’s six news channels -NewsX, India News and four regional news channels in the Hindi heartland and was instrumental. in the company’s transformation and its unprecedented growth within a short span of 2 years. Prior to ITV, he was CEO with BAG Network (News 24, E24 and Darshan 24). He was also associated with India TV since its inception.

     

    Said Abhay Oswal, Chairman, News Nation Network a communiqué: “Arora’s illustrious track record make him an ideal choice to lead News Nation Network. He brings a unique combination of astute business acumen and in-depth industry knowledge. Arora has the vision, tenacity and integrity to ensure that News Nation Network will quickly become the success we expect it to be and we are committed to support him to strengthen the company’s leadership in the news genre”.

     

    On his appointment, Mr Arora said, ‘I am delighted to be joining News Nation Network as Chief Executive Officer as it moves into the next exciting phase of growth and development. I’ve watched News Nation Network’s impressive strides on both the programming front and in building a unique content network that is clearly unmatched in the marketplace. The company is in a perfect position to dramatically expand in the market and I’m thrilled to take on the role and be a part of the success of News Nation Network.

     

  • One question that remains unanswered and is equally relevant to INMA and the delegates: If one had attended the 2011, 2012 or 2013 conference and missed the 2014 edition, would he or she miss out on anything substantially important, asks Sanjeev Kotnala

    Sanjeev Kotnala: INMA South Asia Conference: The House of Inertia

    By Sanjeev Kotnala

     

    The INMA South Asia Conference went through the rituals on November 12 and 13 with total dedication. It was a somewhat smaller gathering from the earlier editions. The networking break was redefining with 50 percent delegates either representing sponsors or The Times of India group. The opening address, macro-data session and panel discussions were monotonous set pieces with little variation. The expected hedging of opinions and futuristic statements were ruthlessly displayed. The lack of transparent nakedness and trust amongst industry stalwarts was as loud as a Salman Khan movie.

     

    The lack of second level of leadership was apparent. The same set of faces stared at you from the dais, making statements that have refused to move forward in time. This is not the way to address or seek new ideas.

     

    “Next year, we will celebrate the silver jubilee of the cover price discussion” was a relevant comment from a senior industryperson. This was immediately after CEO panel with the theme ‘Options to Grow Newspaper Revenues Beyond Advertising’ moderated by DD Purkayastha with Sanjay Gupta, Rajiv Verma, Pawan Agarwal and Rajiv C Lochan as speakers. With due respect, other than Lochan (possibly, because he is new in the game), all were diplomatic in their speaking if not thinking. Cover price, content justification, advertorial, news plants and events were briefly celebrated in discussions. Unfortunately, no one referred to low cover price as the strategic entry barrier, which it is. The internal mistrust among titles remained unaddressed.

     

    Rewind to 2011 or 2012, I may have got the year wrong but the panel was same with few changes. The cover price issue was raised then and Sanjay Gupta said: “If 7 people on this dias decide to change the cover price, it can happen tomoorow – but we will always be with a  shadow of doubt – debating who will be the first to blink.” And that is the ugly truth we don’t want to accept.

     

    For the umpteenth time, INMA CEO Earl Wilkinson tried to showcase an urgent need to evolve to Print+Digital, the new way of approaching content and the business. His presentation with a powerfully passionate delivery ‘A Window to the World: Media Worldwide And Its Relevance to South Asia’ seeemed a rehash of the same idea with newer support examples. He presented  relevant examples demonstrating the media companies adaptation/ exploitation/ defending/ amplifying the use of new realities of a multi-platform brand.

     

    However, if you looked at this year’s INMA South Asia Conference with an open mind strongly searching for positives, the picture could be different.

     

    One of the highlights was Santosh Desai’s presentation titled ‘Changing Consumer Behaviour: An Expert’s Opinion’. It brought alive the unspoken imperatives for the newspaper business, leaving the audience to complete the imperatives-cause-result loop in their mind. A nice move.

     

    The panel discussion ‘Search engine/aggregator: Friend or foe?’ led by a well-prepared Paritosh Joshi with strong speakers Ashwani Kumar, Punitha Arumguam and Anant Rangaswami was interesting. They spurred with thoughts with brutal honesty. Though it remained inconclusive, the content and digitisation aggregator roles were dissected for their impact across the business. Though one missed participation from a content businessperson from the Search Engine in the discussion.

     

    It pained to see a totally relevant subject ‘UnMetro your mind- Emerging India Opportunities in Markets Beyond the Metros’ plugged by Dainik Bhaskar with smart AV fizzling out in discussions. The context was aptly created by Kaacon Sethi in her inimitable style but could not sustain it in discussions with Lloyd Mathias and Sanjay Tripathy.  The whole spectrum of possibility remained in sepia tones.

     

    The editorial session ‘How is Newsmedia Driving Change?’ boomed with sharp observations and comments by Harivansh in the panel moderated by Nicholas Dawes. He did plug Prabhat Khabar but he was one of the best. The so-called Integrated Newsroom, a buzz of 2011, is yet to become a reality in this zone as we continue to grapple with changing realities. There was unanamity in the panel on need for social-level enagement with readers and the newspapers do need to involve themselves in ground-changing programmes.

     

    It was interesting to watch Dawes correctly deciphering comments by Harivansh (in Hindi) without much knowledge of the language. INMA could have got an immediate translation of done of his comments and projected on screen to help not only the moderator but also the delegates not conversant with Hindi.

     

    The HR session ‘Media Companies Need To Attract Robust Talent from Different Industries’ moderated by  Arunabh Das Sharma with Rekha Jacob Koshy, Vibha Paul Rishi and  Nina Chatrath had some good news: the employability for media employees with other industries exist. It however skirted the issue of internal training versus bringing in people from other industries in various and mostly senior positions. Trust me, this issue of enhancing the internal team potential is something the industry needs to address fast.

     

    As an afterthought, I wish INMA team could have whetted the presentations. Hate to see presenters skipping slides saying ‘As we do not have time I will skip’.  With due respect, I suspect they were ill-prepared. Either they were unaware of the time allotted or were serving a canned presentation.  A 60-minute slot extending to 90 minutes is as bsad as a panel opening for discussion with 15 minutes remaining!. Both happened at INMA. The radio Session on Day 2 would really be the top contendor for waste of time with ample pitching and plugging.

     

    One question that remains unanswered and is equally relevant to INMA and the delegates: If one had attended the 2011, 2012 or 2013 conference and missed the 2014 edition, would he or she miss out on anything substantially important? I don’t really have an answer.

     

    ……………………………

    Observations include sessions till Lunch on day II.

    ……………………………..

    Sanjeev Kotnala is Head Catalyst at INTRADIA and believes that the best way forward for an Organization is to enhance the potential of  internal teams instead of depending on external resources. He is a management consultant and  conducts specialised workshops in the area of  Liberating Ideas and Innovation.  To contact email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com

     

     

     

  • On the occasion of Dassera which will be celebrated on Friday, Oct 3, Sanjeev Kotnala lists the 10 Evils in Media, Communication & Marketing that must be banished

    This Dassera, Burn the Ravana Within

     

    KOTmartial/By Sanjeev Kotnala

     

    On Friday,  we will celebrate Dassera, a festival of good prevailing over evil. This  day Rama killed Ravana, the demon with 10 heads, the most learned man of his time but a symbol of evil.

     

    Calling out the hidden professionals; the Rama within you to finish the new Ravana thriving in our industry. The power of trinity (Advertising, Marketing & Media) in consumer interface is amplified with rich insights, knowledge and deep consumer understanding. But, we the fallen ones, have been using it wrongly and have given birth to the new Ravana. This has been eroding the trust we enjoyed.

     

    This Dassera, let’s pledge to attempt decreasing Ravana’s influence if not finishing is not a possibility. Is that too much to ask?

     

    This is my List of 10 EVILs in MEDIA, COMMUNICATION & MARKETING

     

    1. MISLEADING ADVERTISING

    The biggest evil.  Guidelines have failed, may be we need legal and government intervention. Time that ASCI is reborn as ARAI (Advertising Regulatory Authority Of India).  Stop accepting briefs with unsupported claim.  Force the client to come clean on this subject. Stop misusing technology to create misleading communication. Just do not create ads that you don’t want your family to be influenced with.

     

    2. SENSITIVITY TOWARD REPRESENTATION OF WOMEN

    Women are more often than not props and item numbers. This is true for advertising in general. Respect women and take a stance against projecting them as a subject/ object of sexual desires and fantasies. Respect their privacy while reporting. Stop the cleavage and leg show. Stop using technology to enhance their sex appeal or creating unwarranted desires.

     

    3. PAID NEWS

    Media better watch, it has been violating the unwritten contract and exploiting the trust imposed by its audience. I am not against paid news. I am against hiding the fact that it is paid news.  Suggest come forward and acknowledge this good deal you been paddling with a industry defined clear loud format- maybe equal in weightage to the headline it carries!.

     

    4. IDEA SHOPPING

    Who is the culprit – one who calls for the pitch as a business role or the agencies standing in queue willing to sign on the dotted lines at a fee that is ridiculous? If agencies are willing to prostitute their assets (creative, strategic, consumer understanding and all of it) as an item number in the idea shopping carnival masquerading as pitches, why blame the client?!

    Okay, I understand you are weak and you can’t fight the system. But can you  start with asking for a decent pitch fee or at least make the client sign a strong contract that prevents it from exploiting innocently presented ideas?

     

    5. RESPECTING INDUSTRY STUDIES AND SURVEYS

    Raise your issues, scrutinizing the processes and ensure that the system is perfect, but do that before the results are out. The current scenario is hardly helping the industry. No measurement raises more doubts than solutions. Syndicated industry studies need to be better supported by stringent rules/ contracts that prevent participating media to complain about it. One of the biggest evil that it’s real tough to tame them.

    More so, all parties benefiting from the studies – media, advertisers and the agencies must share the cost of doing these studies. More paying stakeholders will strengthen the process commercially but also intellectually.

     

    6. MISUSING OF CLIENTS TRUST AND FUNDS

    The client imposes faith on the agencies to deliver the best results within the budget and other constraints. The agencies willingly do this at a fee that is illogical and which makes no business sense. But this does not give them reasons to create preferred media cartels, inefficient planning and execution, not passing the negotiated cost advantage to the client or overcharging on creative and media execution. Trust me, it is rampant within the industry and a media/ creative audit is a real good idea.

     

    7. PAYING AGENCIES PITTANCE TO WORK

    The current business model at agencies does not make it viable to hire the best of the talent forget retaining or nurturing them. Result:n clients deny themselves the best of inputs, strategy, execution and/or media intervention. Yet, they continue to have fantasies and hold unrealistic expectation.

    Time that clients really looked at their needs, demands and the fee they pay. Time to arrive at a win-win solution. This I know is true fantasy.

     

    8. CUTTING PRODUCTION COST SPLURGING ON MEDIA

    This is a process defect that has amplified with the separation of media and creative agencies along with the retainership fee model. This is something that defies logic. It is only forcing mediocrity.

    Follow the golden rule: ‘Better to have a good creative/solution/strategy with low media weights than a bad creative /solution/strategy with huge media support’

     

    9. LACK OF MEDIA CENSORSHIP

    Stop accepting and releasing ads that are misleading, promote regional and religious fervors, wrongly promotes superstition, violates rules and norms like Magical Remedy Act, Education and Fairness product guidelines or running ads banned by ASCI.

    Have I suddenly made few channels and newspaper commercially non-viable?

     

    10. AWARD AND OTHER SUCH SCAMS

    Someday someone like a Rama maybe in another era will have to fight the final battle on this front. Expecting this from industry is hoping for a miracle. But I believe miracles can be created. Blacklist individual professionals and the companies from future entries. Suggest get Cannes into loop on this front. And before that maybe come to an agreement nationally on entries and evaluation process for awards in India. What about a regulatory body to scrutinize and license any new or existing awards?

     

    May be time for ASCI to symbolically adopt Dassera,. May be on Friday, create your own Ravana of the industry. Just draw it and symbolically shared it to start with.

     

    It does not matter if you have a different list. Just  identify the evil in the industry and go for the kill.

    It is in the interest of the industry that each constituent across media, advertisers and agencies to focus on investing into training and enhancing capabilities of their teams. Do invest in teaching your teams to fish rather than serving them fish. In the long term it will create a distinct advantage for you. Trust building internal team for success and facilitating tapping their potential is the best thing you could do this year.

     

    Sanjeev Kotnala is Head catalyst with P1P2SOLUTIONS that believes in liberating ideas. Connect with him at netkot@yahoo.com or  send send him a tweet at @S_Kotnala

     

  • Keep your fingers crossed and pray to Goddess Durga for a real media spends revival, more than just a feel-good factor, writes Sanjeev Kotnala

    Sanjeev Kotnala: Learnings from Ma Durga

    By Sanjeev Kotnala

     

    It’s the first day of Navratri tomorrow. The start of 30 days of festivity till Deepawali.  As much as 35% of Indian advrtising spends are expected in this short period.  Keep your fingers crossed and pray to Ma Durga for a real media spends revival, more than just a feel-good factor.

     

    The 9 nights of Navratri is associated with a specific ‘roop’ (form) of Ma Durga with specific roles, story and significance. Om Ganeshai Namah. Jai Ma Durga. Here is first an overview and then learnings from the individual forms of the Goddess.

     

    Ma Durga’s vehicle is the Lion. It  represent three forces that one must poccess to get over ego. Power ,Will and Determination.  The Bow and Arrow represent the kinetic ad potential energy and by holding in one hand it shows her command. Just like one must command and use gut fee and research collectively. Thunderbolt which will break everything in assaut without getting affected. Hence we fueled with our firm convictions need to address challenges in life  without getting shaken in our confidence.  Lotus in hand is not fully bloomed showing contineous evolution as part of life. Mud, where it grows is the seat of lust and greed. If well controlled,they can be equally powerful weapons. Her sword and its shine shows the power of knowledge devoid of any doubt.

     

    Now the 9 forms of MA DURGA

     

    SHAILAPUTRI (Shila – mountain, Putri- Daughter) Parvati. She is a culmination of  powers of  the trinity Brahma, Vishnu and Shiva- who must work together for life to continue. So does the trinity of Client- Agency and Media.  Riding a bull is like riding opportunity and taming challenges. And the lotus, the flower of knowledge tells that it can be win-win solution.

     

    BHARMACHARINI signifies of practising austerity. Holding a rosary in her right hand and a water utensil in her left hand. Telling us that continued rejuvenation of  the right brand idea has the power of creating brand happiness a way to market moksha. Peace, grace and bliss are her fruit to devotees.

     

    CHANDRAGHANTA brings tranquility and prosperity in life. A halfmoon shaped like a bell on her forehead (and hence Chandra Ghanta) shows importance of time and ten hands, three eyes and weapons in her hand – shows the need to multitask. She is of golden complextion – representing the glow that you get on gaining success.

     

    KUSHMANDA ( Ku- small / little, Ushma- warmth anda- cosmeic egg) she created universe with her light in the dark void. She has eight hands and holds weapon. The  rightful implementation of strategies based in true consumer insights can enhance engagement and involvements to ensure brand shine in  the market.

     

    SKANDA MATA– Dev Kartikeya-  Dev Ganesha’s brother and the commander in chief of Army of Gods in the war against demons. She holds  Dev Kartikeya on her right upper hand and lotus in her right hand. The left upper  arm is in pose to grant boons and left lower arm also holds lotus. Protect the ideas as they have will grow in power by sharing and debating- the ways of feeding them with knowledge.

     

    KATYAYANI: Sage Kata’s son Katya observed  penance as he wished a daughter in the form of goddess. Mother Goddess granted his request and Katyayani was born to Kata as an avatar of Durga. So if you have passion and patience to devote all energies to achieve the goal- success will be yours. Single focussed approach delivers result.

     

    SHUBHAMKARI, one who does good. Dark-complexion, disheveled hair and a completely fearlessness posture. Her three eyes shine and she breaths fire riding a a donkey. The left eye signifies Desire, the right eye sun or Action and the central eye Knowledge. A action  collective fued by desire and knolwedge will only help you succeed. She grants boon and  assures protection, giving freedom from fear and troubles. She licked the blood of demon Rakta Beeja- never allowing a drop to reach earth- as every drop would have given birth to 1000 demons. Challenges and opportunity comes together. Life has two sides the light- knowledge and dark. Nature mother assures and take care but the same can become voilent creating havoc.

     

    MAHA GAURI: Intelligent, peaceful and calm. Unfailing and instantly fruitful. Devotion to her  purifies life of all sins past and present. In all aspects of life. Maha Gauri is intelligent, peaceful and calm. She grants boons and removes fear. She holds a trident and a rattle drum (Damaru). Trishul signifies Satwa (inactivity), Rajas (activity) and Tamas (non-activity) and the related miseries physical, mental and spiritual which must be taken are of before success and growth. Peacefully working and using intellegence to create  innovative solutions is bound to get results that will bring fame.

     

    SIDDHIDATRI with supernatural healing powers is always blissful and happy. She rides on the lion as her vehicle. She is collection of all divine powers. Every element is important. Every success is a collective output. You must source all your energies to succeed. Even Shiva got his Siddhis (powers) by worshiping her. By her blessings Shiva took the form of Ardhnarishvara:- half female and half male .  Polarity is a balance in itself. To be complete we must conquor and harness the complementing eneregies. Everything is important. Everything is part of a larger cosmic source. Supreme Being or Brahman is there in everyone. And like her multiple arms you must vbe vigilant to analyse and evalaute a challenge or an opportunity from every direction.

     

    Sanjeev Kotnala is Head Catalyst- P1P2SOLUTIONS. He can be reached at netkot@yahoo.com and via Twitter at @S_kotnala

     

    NEXT WEEK: the 10 RAVANAS of Advertising , Marketing and Media that we must kill this Dassera

     

  • MxMIndia columnists and industry experts Shailesh Kapoor & Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday. Presenting their views

    BARC-ing up the right tree!

     

    MxMIndia columnists and industry experts Shailesh Kapoor and Sanjeev Kotnala were at the BARC roadshow in Mumbai on Thursday (*See Disclosure). Presenting their views

     

     

    BARC-ing up the right tree!

     

    By Shailesh Kapoor

    This week, BARC (Broadcast Audience Research Council) conducted roadshows across four cities, sharing important details of the new audience measurement system, to be implemented soon. While we did not get a specific date when the first ratings will be rolled out, there was a lot of new information shared in the roadshow, especially on the universe and the sample design.

     

    The details of what was shared should shortly be available in the media, including the BARC website. Hence, I can stay away from writing about them. It is suffice to say that there are sea changes, not incremental ones, over the current measurement system, not just in terms of the panel size and the market coverage (inclusion of rural being the mega addition), but in terms of the sheer approach to how the new system has being envisaged, both in terms of technology and data credibility.

     

    But what impressed me even more was the candor and warmth with which the roadshows were conducted. In the Mumbai roadshow that I attended, BARC CEO Partho Dasgupta and Technical Committee head Shashi Sinha made the main presentation. They were later joined by technical committee member Paritosh Joshi, and together, the three answer more than 20 questions from a packed audience.

     

    Throughout the presentation and the question-answer session, there was an air of approachability on display. Even for questions for which BARC did not want to share too much information, they could say so with reasons upfront, than give an uptight, no-comments type of response.

     

    Importantly, one could sense great chemistry between the team members. With constant pressure on timelines and an all-eyes-are-on-us awareness, one won’t blame if the BARC team were to be tense and on the knife’s edge. Instead, they were unbelievably relaxed (in a very good way, lest I should be misunderstood) and there was smart sprinkling of humor through the session too.

     

    Clearly, we are looking at a more inclusive audience measurement company; one that’s open to new ideas and suggestions, from all constituents of the industry. That has been one of the known problems with the incumbent, where the approach has been more on the lines of: This is what our product is, and you have little choice but to take it. I suspect, we are going to see a huge attitudinal shift in the year to come.

     

    No specific dates were committed, as I mentioned before. There has been some media talk about the delays. To me, this is largely a non-issue. The roadshow gave a clear sense of progress. If the first ratings don’t roll out in early 2015, they surely will by mid 2015. If we have stayed with the current system for more than 15 years, in various forms, we can surely wait a few more months, can’t we?

     

     

    Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor.

     

    		  

    Pregnant BARC. Delivery date unknown

     

    By Sanjeev Kotnala

    Yesterday, the weather in Mumbai was cloudy with some areas reporting scattered rains. Inside the Nehru auditorium BARC’s promising session remained uneventful. The mystery hardly got resolved. What one heard were futuristic promises. With the IRS episode fresh in mind and BARC many months away from data release, this status update seemed more aimed at leaving no square vacant for a later date checkmate.

    The update by the BARC team was like an election manifesto; full of good intent.  Hopefully technology will ensure smooth and quality execution. The BARC team wants to start basic reporting before tackling never ending value enhancement demands from industry.

    The presenters understandably  were unwilling to share much information. Most good question returned unanswered. Presenters cited BARC Board directive as something that held them back! No harm in being cautious  and not to over-promise and under-deliver.

    BARC is  definitely on the right track, promising what industry needs; a robust data with minimal error percentage.  That this is the need is no rocket science. But the most important question – when and how – remained unanswered.

    The team at BARC must be applauded getting the best technology for Indian situation. They are sensitive to the industry need and well aware of possible mal-practices. Their roadshow itself was inspiring confidence on BARC’s future delivery.

    A lot rides on the data BARC will project and its natural for anxiety to build up as a new technology (watermark) and new NCCS reference points will be used.  So here is the gist.

    BARC TV viewership draws on Watermark technology embedding  signals during transmission at the broadcaster end. This is picked by the recorder/ meter/ devise when people watch TV. The signal through integrated SIM card in the device sends back information to Data analytics team. This is cross-matched with the logs maintained at two centres (Mumbai-Bengaluru). Net data is projected basis 20,000 HH (expected to go up to 50,000 in 3 years). Reporting uses IRS, Census data references to finally report  TV Viewership on NCCS Grid, mainly in U and U+R basis.

    BARC data will be primed to report ‘What India is watching’ and will cover almost all states. Data devices placement reflect 153 MN TV sets geographical dispersion on state level. It will give report basis ‘telecast + 7day’ accounting for repeat / delayed viewing too. But rural standalone will not be reported.

    The BARC team seems to be moving with the demand imposed by current technology.  A lot of promises are being made: Robustness of reported data. Reduced margin of error. Holding back non-stabilized data. Adhering to government guidelines. Transparency and external audit. Reporting on multi screen basis. Attempt to map viewership on digital devices, TV Viewership on same day basis. 25% annual churn in panel. Internally and across business associates information shared on need-to-know basis. Strong filters to prevent infiltration. Etc. etc.

    The openness of the BARC team for suggestions sends out positive signals. Add to it BARC’s confidence in creating rules to prevent stakeholders disputing unfavorable results. Just a reminder on this one: the IRS had such conditions as part of their member agreement but we all know the situation. Surely only Time has the answer on this one.

    Meanwhile Industry waits for BARC to deliver the final bite.

     

    Sanjeev Kotnala is Head Catalyst at P1P2SOLUTIONS and can be reached at netkot@yahoo.com. The views expressed here are his own.

     

     * MxMIndia had partnered BARC to announce the roadshows

     

  • It's surprising to see the lack of studies in understanding the consumer in these markets, writes Sanjeev Kotnala in a new weekly column

    Introducing a new weekly column by Sanjeev Kotnala: Time we recalibrated UnMetro Consumer Understanding

    It’s surprising to see the lack of studies in understanding the consumer in these markets, writes Sanjeev Kotnala in a new weekly column

     

    By Sanjeev Kotnala

     

    I am surprised that there is still an ambiguity among Citizens of Planet ‘Media Buying and Planning’ and ‘Marketers’ about UnMetro market potential and possibilities. Because, it  silently crept in while they remained glued to their ivory tower windows with a limited view. The result: no one understands it. All they have is a scrap book filled with decades of old metro-centric planning to refer.

     

    No doubt, there is a gap, a result of a lack of investment in understanding it. There is really no champion of its cause. One who would go beyond lip service but really push the envelope. UnMETRO, the event by the Dainik Bhaskar group, was the most visible and serious one.

     

    This apathy towards UnMetro is unnatural. The business has shifted and to survive /grow, marketers have to tap these markets. It’s surprising to see the lack of studies in understanding the consumer in these markets. Tackling the metro consumer successfully is no guarantee of success with the streetsmart UnMetro consumer.

     

    UnMetro is a huge market. It is the true reflection of the oft-quoted vignette of cultural-social-economic diversity, which creates differential mindset. Most of the marketers have maintained an arms length relationship with these markets. But, this will change. The punishment posting will become hard-earned chip on the shoulders. One who understands these markets will command premium.

     

    In UnMetro,the policy of one-size-fit-all does not be work. One needs to dig in and best exploit local a medium like print, radio, OOH etc. One will have to tweak the offering in its tonality even within the state. Neither will the old understanding take you anywhere, nor will the inferences drawn on comments by internal resources work. The real UnMetro representatives within the industry migrated a long time back. Most live with a picture that is no longer valid. In fact the marketers, the media and the creative agencies must get their licence to address the UnMetro consumer renewed.

     

    Old UnMETRO is dead. The towns that suffocated with stagnant infrastructure are gone. No longer higher studies mean compulsory migration. No longer ambitions need to be strangulated under pressure of relationship, care and family needs. Sacrificing possibilities and opportunities is a rarity and not a rule.

     

    The hunger and desire for brands, experiences and service is not a result of untapped / unserviced built-up demand. It is the outcome of newly acquired  prosperity and a never-say-die attitude to life. The old leaders in industry saw UnMETRO as something  not critical for their success. The new guard is not so myopic.

     

    The real literacy in UnMETRO is on a high. Parental confidence and commitments are fueling new heights of ambition and dreams. The media revolution and ease of information coupled with positive government initiatives bridging the gap. Mass media – TV and Print – rules. Radio aptly supports the new ecosystem of aggravated lifestyle needs.

     

    It’s essential for marketers to re-evaluate their filters. Look into the opportunities with open arms and mind. Invest in understanding, so that they can recalibrate their tools to face the challenges it offers. ‘India’stands stumped while ‘Bharat- UnMetro’ is live and kicking.

     

  • Sanjeev Kotnala presents his take on the IAA Conversations event with Sir Martin Sorrell and Arnab Goswami

    Somewhat Seriously: Martin beats Arnab 7-4 in Shadow Boxing

     

    By Sanjeev Kotnala

     

    Thank you IAA for making it possible. One can see why the IAA India Chapter won the most active IAA Chapter award recently.

     

    Sir Martin Sorrell (SMS) gave a basic course in TACKLING Arnab Goswami (AG). From the world GO, SMS opened with Cricket stating that it seems MSD seems to be a captain with fixed thinking. Then he fired His question. How have the elections been for you? An open-ended conversation that followed with: why was there a gap between the Rahul and Modi interviews?  It forced AG to go in a detailed explanation. It was half-way through his comment that AG realized it was he who was supposed to be asking the questions.

     

    The election discussion closed with SMS probing. When the Congress says the media is to blame for their debacle, were they referring to media as media or you? AG in self-congratulating mode pointed out the Rahul English media exposure was limited to Times Now.

     

    I wish that Indian politicians should not watch this show when it’s telecast or is on Youtube. They may learn how a tactfully well-prepared person, with smile and humour can enjoy the discussion. How to be precise in your answer, not allow AG to corner you or allow him to put words in your mouth. SMS seem to have taken the advice in yesterday’s post.

     

    AG started with -‘I am honoured to be interviewing you and I have great regards… ‘ Was turned by SMS into a class for politely being rude. SMS said ‘you can be sure it’s going to be tough one and dam sure if the guy says ‘Personally I have nothing against you’.

     

    AG – there is respect in your well-preparedness and being very focused in your approach and questions. You as always were well-prepared with your data, quote and historical references. But today, you did meet someone who betters in it.

     

    SMS ON MEDIA: There is a mismatch between, the amount of time the consumer devotes or by the way the consumer consumes media and the investment (read advertising revenues) by agencies and client in it. Pointed out that this will find its balance. Fragmented media is a challenge and it will get more challenging with time.

     

    SMS ON TAM:  AG half-volley  ‘Your comment on TAM’ was met with a nice cover drive ‘Nice Company’.  Keeping the Indian scenario out of discussion, SMS pointed out that in most  (I did hear him say all) of the companies there is only one TV audience measurement currency. Can there be 1-2 or 3 measurement currencies is something that the market will decide.  AG doosara on does TAM (read SMS) need to wait for government directive for enhancing TV Meter numbers was hit hard. SMS pointed out that additional meters means additional cost and it must be shared by the agencies, client and the channels must share the burden.  Reiterating that WPP is committed to provide the most accurate measurement, he made a point that it’s not meters alone but a willingness to shift measurement process with change in consumer habits is required. Giving an example he cited the use of C+3 and C+7 meters that track not only on-air but deferred viewing.

     

    SMS ON INDIA AND CHANGES: The Independence Week made AG continuously probe SMS outside the off-stump. Is India at the Vortex of change? Can India- made media be global?  SMS showed a straight bat. He was optimistic that the new strong leadership in government is coupled with strong commercial leadership, then India which has been in the wrong side of the history for so long would definitely see a change.  And that it is advisable for the businesses to first exhaust the local opportunities before looking out.

     

    SMS ON FURTHER INVESTMENT BUYOUTS IN INDIA: He rattled off that WWP business in India is about 499 Million. And growing @ 10%. Talking to Sam (Balsara), he said: ‘If there is a business opportunity that is 50 million worth, he would consider it and is willing to write a blank cheque.” SMS thinks that his competitors in recent past have made some ill-advised low-leveraged investments and that is starting to reflect in their figures.

     

    SAM AND SMS: Sam raised a probing question that in the Indian situation where TV and Print (the legacy media) dominants. The foreigners (like you) come and talk just digital-digital. Are you not missing the bus?  In SMS’s view: “This is true as of now but all businesses have to look future-ready. I am not sure when the tipping point will come and change the dynamics. But it will come surely, with the speed of change speeding up’.

     

    SMS ON THREAT.  The biggest threat is not competition but Complacency, Arrogance, Satisfaction and lack of energy. He said he is a disruption freak. All his life the growth has come from disruption.

     

    SMS ON BALANCE. He referred to his divorce as an example. His lawyers had two possible solution and they asked: what was more important – business or family.  Not surprising, the answer is both.  This was when AG tried creating a 2×2 matrix between King and God on one side and Data and Analysis on another. SMS went to the extent of drilling the point home in more ways then one. As per him, creative and data, science and art, gut feel and analysis are such a pair where balance is more important.  Balance is not something that’s 50-50, but the right mix. Whenever the pendulum would swing to one side creating a biased skew: correction will be needed.

     

    MY SPECIAL:  (1) SAM, can we raise the same question on legacy v/s new media for all the discussion that happens in Indian forums? And many such places you are one of the guiding force? (2) I am surprised at the limited attendance to the event. At any stage, there were not more than 120 people in hall set for 150-plus. IAA could start planned invitation push (even paid) public beyond their members for such an event.  (3) Liked SMS referring to AG as a fly buzzing. (2) Liked AG comparing SMS to a Smart Politician and we would know where that feeling was coming from.

     

    Disclaimer: The above personal interpretation of the discussion.

     

    Aside: In a fraternity meet like this, with most being media or IAA invitees or senior people- this long introduction of SMS and AG- was that required?  I personally felt it went too long.

     

    Sanjeev Kotnala is Head Catalyst, P1P2Solutions. The views expressed here are his own

     

  • Only shows that have tested exceptionally well, with more than 85 per cent probability of success, will be presented to broadcasters

    Colosceum, Ormax unveil consumer-created fiction shows in India

    By A Correspondent

     

    In a pioneering venture, Colosceum Media and media insights firm Ormax Media and have come together to introduce consumer-created fiction shows for the Indian television industry.

     

    Consumer research was conducted over the last six months across more than 15 cities in India to generate original stories using proprietary techniques developed by Ormax. These stories were then tested using Ormax True Value, an industry standard that has been used on more than 250 television shows across more than 20 channels since 2008. Together, the two companies will approach leading broadcasters in India. Only shows that have tested exceptionally well, with more than 85 per cent probability of success, will be presented to broadcasters.

     

    Speaking about the initiative, Lalit Sharma, CEO – Colosceum Media said: “Ormax has used very advanced consumer research techniques to generate original stories for daily fiction shows for Hindi GECs. These concepts are stories that have been both created and validated with the consumers. A story may have originated in Indore, developed in Jalandhar and then fine-tuned by another set of consumers in Amravati. Currently, production houses make large investments in getting concept developed in-house. The broadcasters then make investments to judge their viability. By creating concepts that are sourced from consumers, we are creating a win-win situation for all stakeholders.”

     

    Shailesh Kapoor

    Shailesh Kapoor, Founder & CEO – Ormax Media said: “It’s been a long but fulfilling process of engaging with the actual consumers in story generation. Having produced shows like Roadies, Splitsvilla and MasterChef India, Colosceum are an established leader in the non-fiction space. We’re excited to partner them in their plans to establish a strong presence in the fiction space.”