MxMIndia

Category: THE ANCHOR

  • One needs to understand that your work takes time and effort and the sacred space, since it brings you the satisfaction of seeing your efforts pay off says Jaisurya Das

    The Anchor: 6 tips to be productive working out of home

    Freelancing or working from home can be pretty tough and often not productive enough. On the other hand, it doesn’t make sense in investing in office space and infrastructure if your work doesn’t involve the need for a full fledged office… especially in the media space.

     

    Here are 6 tips on how to make the most of it and get good work done in the comfort of your home.

     

    1. Make a clear schedule with work hours and rest/ household chores times set in advance

    Most often the issue is that one doesn’t delineate time bands for all this and eventually it’s all rolled into one. This is the most important step, hence if it’s 10am-12noon for work in the first half, then only work happens, no matter what…

     

    2. Learn to concentrate and make the quietest space your work place

    Let not the home phone, the door bell  and so on intrude into your work time, whatever be the time you have allocated . Keep yourself armed with what you need before your start, even if it’s that flask for your coffee. This seems flippant but each time you get up to make a cup, you might just end up involving yourself in other stuff.

     

    3. Do not overload yourself and make everything around you a priority!

    The common problem with most of us is that even before we realize it, everything is a priority on the list!  Take what you can handle in a given time frame, given your flexible schedule. Personal work must be slotted on a separate list so that it doesn’t clash with your work list. Don’t forget, time management is in your hands and hence you can slot it accordingly.

     

    4. Discuss your schedule with the family /housemates

    Unless you make it clear that this is what you have planned, there will always be a thin dividing line. It’s important for the others to understand that you work from home but it’s just the same as working from office. The difference being that you monitor yourself and hence it’s actually tougher! They will come to terms with it and, without doubt, support your plan of action.

     

    5. Avoid distractions, even if you think you can manage

    Would you have the TV or Radio on while you work at office? If not, then don’t bring them near you, when you are working from home. It’s easy to say it’s a non-intrusive medium, but the fact remains, it’s not always easy to concentrate while listening to a RJ butting in every few minutes, just when you are working at your best.

     

    6. Time is money and your work space is sacred

    Not an old school thought. A reality. One needs to understand that your work takes time and effort and the sacred space, since it brings you the satisfaction of seeing your efforts pay off. Hence do not take the liberty of lying in bed and typing on your laptop when at work. Sit at a table and work just like you would at your office. No to quick beers, or a smoke too many either. It’s your office, remember!

     

    Jaisurya Das is Director & Chief Mentor, Xanadu Consulting Group Pvt Ltd. He is Contributing Editor, MxMIndia and mentors readers @ DearMxM.

     

  • Call it the mystique of art or just hardboiled application of effort, creativity still does not get its due in India. Sandeep Bomble draws up the chargesheet.

    The Anchor: 9 reasons creativity in advertising is underpaid

    By Sandeep Bomble

     

    Famous Myths

    #1 India still believes in paying for tangibility. Working hard is often recognized. Man hours matter and define work. Thinking is still an intangible quality which is perceived to be present in everyone.

     

    #2 Creative beings are often mistaken and perceived as souls only hungry for quality work. They can go to any extent to attain their desired passion. Money is secondary for them as long as their passion is groomed on the right track.

     

    #3 In India, qualifications and degrees are everything for a well-settled life. A degree holder can demand a big pay cheque. And why not! After all he has spent a bomb on his professional course. How could he consider a 10th pass Art professional as his peer? How can creativity come with a ‘qualified’ tag? “He can’t possibly be creative with no degree backup,” is something often heard, whereas this creative fellow could be a visionary with immense guts to break every clutter.

     

    #4 It is about the client’s attitude towards creativity. The “anyone can do what you do” attitude. Today, a creative agency goes all out to crack a brilliant communication strategy. Intensive research. Deep thinking. Uncompromised approach on the final execution. Great efforts together bring out that distinctive piece of work. Which can be simple in nature. And the simplicity which isn’t so easy to achieve after reading the most complicated brief often draws the comment: “Oh, even my secretary can write better than this.” Or “My 6-year-old son can draw a better logo for me”. Well, so how would creativity get its due respect and worth?

     

    Brutal Facts

    #1 The clients have become better negotiators than the agencies. With the advertising market expanding, the retainer figures are going down considerably. even the biggest of the agencies are going low on retainership. Consequently, suppressing the quality small agencies to further compromise on creative fees. As a result, the agencies aren’t comfortable in approving heavy salary cheques down the line. It’s sad but true. This is definitely affecting the quality of work. As the industry isn’t working on what they deserve, but is rather content with what is available.

     

    #2 The growth in advertising revenue, though being healthier every passing year, can in no way be compared to a lot of its major peer sectors. The turnover of the advertising industry is significantly less in contrast to telecom, IT or financial sectors. Thus the advertising agencies cannot afford to pay their creative employees more than their annual budget.

     

    #3 Many of the budding creative people lack confidence to ask for the best price for their creative abilities, during their onset. It is only after some years that they realize their creative potential and develop enough self-esteem to rely on the instincts, abilities, conviction and gain the right exposure to demand a more lucrative pay slip.

     

    #4 The young guns who are fresh entrants seek a break to release their potential to the best of their abilities. They vie to work with the best of the creatives, so, if they go to the well-known industry they come mentally prepared to work for peanuts in bargain for their own development. They fear losing an opportunity in a reputed, sought-after ad agency, and thus sadly settle for whatever the agency wishes to pay them.

     

    #5 If the creative guys ask for double the salary as compared to their peers or what the agency thinks is best for them, then they have a greater possibility of not being selected because equal numbers of creatives are ready to work for the same or even lesser amount than the industry standards. Thus the agencies rather go the cliched way of having two brains for the price of one expensive quality brain.

     

    If only we could break these hardbound myths and dispose of them, by practising a common slab of retainership. For instance, charge Rs 5 lakh as retainer fees even to the smallest client. In return, the client enjoys the gradual brand growth, justifying the creative fees in the long run. This way we could standardize the industry format, solving some of the brutal realities, so that creativity breathes fresh and takes pride in matching shoulders with other mighty sectors, head-on.

     

    Sandeep Bomble is the founder of Palasa.

     

  • When it comes to regional markets, keep an open mind and don't take anything for granted, says Narendra Kumar Alambara.

    The Anchor: Narendra Kumar Alambara’s 5 tips when planning regional media

    By Narendra Kumar Alambara

     

    #1 One shoe does not fit all – Each of the regional (linguistic) markets are different from one another – they cannot and should not be grouped together. If Delhi cannot be same as UP (both being HSM), regional markets are even more different. With each regional market being insular and characteristic in its choices, you need to treat each one independently. Strategize for each market individually, based on client’s focus and consumer potential.

     

    #2 Think beyond TV, dig deeper – For most national brands, South channels are added on to boost deliveries in respective markets. But the market media consumption is distinct and different – with ample scope to use other media to effectively cover the state. Obvious examples include cinema theatres in Andhra Pradesh, and dailies in Kerala.

     

    #3 Visit the markets (should not be optional!) – There was a time this was done a lot during as IRS back-checks, but it doesn’t seem to be followed often. It is essential process to get a feel of the direct consumer feedback on media choices consumers make in the regions. Numbers and data can never replace the actual knowledge of what makes a certain media vehicle tick. Cultural nuances, prevailing political climate, power shutdown timings, distribution timings of newspapers, cable connectivity etc, which determine media consumption, can never be ascertained by any database.

     

    #4 Talk to colleagues / client teams in the markets – The next best alternative to actual market visits! Getting a local feel of the region (even if it is a second-hand POV) is still better than none. Helps make the plan be far more inclusive than just being optimized. Find out what they / their families watch and read at home. It might be a small sample, but it will give a good indication of what works in the market. Ask market-related questions to salespersons from regional media, especially seniors who may visit your office occasionally.

     

    #5 Numbers are only half the story – Use them as indicators, not the absolute truth. Talking to the local market – colleagues – or otherwise will definitely unearth potential options and trends that databases might have missed. For example, the impact of OOH in smaller markets can never be assessed in most databases.

     

    Narendra Kumar Alambara is the Vice President at Starcom Worldwide.

     

  • Listener first – plus smart programming and marketing. Vehrnon Ibrahim’s tips for hitting the right note.

    The Anchor: 6 lessons radio can learn from abroad

    By Vehrnon Ibrahim

     

    #1 Throw a rock rather than chucking small stones:

    Heart FM London went after 25-44 women. About 20 percent of overall available listenership, but in a market where there are 20-odd stations 20 percent is actually a huge opportunity. I like to say it’s like throwing small stones at a target; you will hit it, always no matter how bad your aim is, but never leave an impact. Chuck a well aimed rock at the target and you will destroy it. If the proposal to allow more frequencies in major metros goes through we will hear many different formats of radio as all the new players will want to go up against players who target such wide demos.

     

    #2 Don’t just Post-it, stick to it:

    People listen to radio for entertainment and that mostly means music – so why loyalty in a market when everyone is pretty much playing the same music? Promise becomes important. Call it a brand, call it a position, and call it a culture, it’s all about telling the listener what you have to offer and making sure you offer that. K-Earth 101 in LA says “Classic Hits” and that’s all they ever play. So when you tune in you know what you will get.

     

    #3 Don’t be anti-social:

    Hitz.FM in Malaysia has a quarter of a million Likes on Facebook. They have cut down dramatically on marketing and messaging spends. Jake Abdulla demonstrated to me by posting a message which generated over 200 likes within 30 seconds! That’s huge, and it went on. It’s a bigger deal in India than we are giving it credit for, and in months to come we will all be using social media for our messaging to our core listeners, our existing CUME.

     

    #4 One promotion every sweep:

    Virgin radio stations around the world do this very effectively. This is an old chestnut in markets where ratings happen once every quarter or half etc… Anytime the diaries go out or the PPM come to town the radio stations send out the artillery and blast away for share. We are the only country in the world to have a 52-week diary. So that implies we should be doing a promotion all the time, and that’s exactly what we should do. Short bursts of firepower don’t win wars, it’s the long-term campaign that works.

     

    #5 Heavy ball, long chain:

    Lay down the boundaries of what the content will cover and make sure the programming team stay within it. London’s Capitol FM is a local station in a capital city. They cover entertainment and London, that’s it. If it’s happening in London or if it’s entertaining then it is happening on Capitol FM.

     

    #6 Character over content any day (my personal mantra):

    Terry Wogan of BBC Radio 2 has been on air for nearly 55 years but once upon a time he was a fledgling talent looking for a break. Though he is not even from the UK, he is a national treasure there. We need to approach recruitments at a different angle and hire for the future, rather than steal from competition and inherit a jock who will continue to give ratings to his old station for years to come.

     

    Vehrnon Ibrahim is the National Programming Head, Oye! 104.8 FM

     

  • It's not about coming first in class. It's about being the best and the most loved in the batch.

    The Anchor: 6 things an agency must keep in mind when pitching for a brand

    By Mahesh Chauhan

     

    #1 Individual(s): You do not pitch for a business! You pitch to win over an individual or a group of individuals. How much we know about them is as important as how much we know about their business.

     

    #2 Pitch presentation: Nothing, not even #1 will help you if you do not understand and deliver well on the brief. Read the briefing doc till every word is understood. And every delivery point covered.

     

    #3 Time-planning: Drawing up a daily plan leading up to the pitch presentation. It has to be exhaustive, inclusive and clearly assign responsibilities. Also adhered to religiously. Remember how during exams, we used to do ‘dil kada kijiye aur panna palatiye’. So if you are not ready to meet a deadline, so be it. Don’t kill the deadline!

     

    #4 The presentation: No democracy. Only as many people as required. Let the best presenter present. Let the best dancer select his best act and his accomplices. Devotees might kill me but Bob Dylan’s lyrics were the music to our ears, not his singing.

     

    #5 Till the fat lady sings: Most of us think the process gets over once the PPT is done. Well, it only gets started then. If you haven’t done well, seek ways to redress. If you have done well, kill it! As we all know, cricket is a game of glorious uncertainties, commentary and Shastri excluded!

     

    #6 Most importantly, it is not about coming first in class. It’s about being the best and the most loved in the batch!

     

    Mahesh Chauhan is co-founder of Salt Brand Solutions.

     

     

  • India's diversity means that there is a strong need to focus on this side of the geography, argues Bina Sujit.

    The Anchor: 4 reasons South India needs its own special interest mags

    By Bina Sujit

     

    India is such a diverse nation and every region has its own unique characteristic. It is therefore, very difficult to cater to the sensibilities of everyone through a common magazine. There would certainly be a large segment of people who would tend to get neglected in this case. Hence a region-specific, special interest magazine is the answer to fill the gap. Our research before the launch of our magazine JFW (Just for Women), targeted at the women in South India, showed that there was a need to focus on women out here, and the success of our magazine just goes to prove that finding.

     

    The advertisers’ needs also vary from region to region and they would probably need to position/focus various products in different states /regions. That is why brands also have different brand ambassadors at the national and regional levels (for example, if it is Shahrukh for the national campaign then it is Suriya and Mahesh Babu at the regional level for a particular brand). Hence the availability of a regional medium of communication helps companies to communicate their region-specific brand message.

     

    Just like our country, personalities are also very varied in various fields. Speaking from JFW’s point of view, women from South India have been making a big mark in the national and international arena. A dedicated magazine for these women ensures that such achievers are given the focus and recognition they deserve.

     

    The outlook of people across different regions also varies in our country. This results in differing tastes and preferences in what people in South India would want to read and how they would like it to be visualised. Again, a region-specific magazine is the answer to cater to the preference of readers.

     

    Bina Sujit is the Director & Editor-in-Chief, JFW, CLub Class & A la Carte at Options Media Pvt Ltd.

     

  • Everyone’s talking, most of which is meaningless chatter, but no one’s listening on the social media, feels Rohini Kapur

    The Anchor: 7 painful social media trends

    1. Idiotic “movements”:

    Social media is a place to hang out and chill with friends. And inane conversations are part of the mix. But some of these private conversations are going public and turning into hotly debated topics, communities and even “movements”. Like the WTF or “Women Take Forever” movement that has caught the fancy of over 31,000 men who have hit the “like” button because they think women take too long to get dressed.

     

    2. Contests… and some more contests:

    The Indian social media scene is exploding with contests of all kinds. Not much wrong with that, except that it’s become one of the few ways to draw attention. What’s worse, each contest seems exactly the same as the previous one. In a single day, I spotted three recipe contests on Facebook from different brands.

     

    3. Cloned content:

    Everyone’s talking about the same thing, whether it is Sachin’s pending century, Farhan Akhtar’s birthday or a certain song about soup boys. And then comes the copy-pasting of one-liners, jokes, images and videos. Facebook Walls and Twitter feeds are the new SMS, perhaps.

     

    4. Meaningless Twitter fights:

    Person A (usually a celeb) tweets something. Person B objects. Or Random Person sends hate tweets to celeb. Celeb responds with anger, sarcasm, close to a personal attack. Fight ensues. Enough said!

     

    5. Everyone’s talking, no one’s listening:

    Conversations, discussions, polls are all great ways to talk to fans and customers. But how about listening to them for a change? Bad product and service experiences abound, and they aren’t necessarily on the brand’s Facebook Page.

     

    6. Missing the brand story:

    For most brands, the only constant is to post “something”, with the brand’s voice, depth of content and messaging almost an afterthought. For instance, most media brands use social media only to post links to stories on their website, rather than encouraging debate and discussion or positioning the brand.

     

    7. Lots of fans, no engagement:

    We all know Facebook brand pages with thousands or even lakhs of fans, but take a look beyond the numbers, and the community seems moribund. Very low or no engagement, silly comments and disinterested fans. Wonder what will take the page admins and brand managers to shake things up.

     

    Rohini Kapur works in social media and web strategy and runs a fashion blog

  • Want to run the marathon? You definitely can't do it on a whim – one has to prepare and train in advance for it, says Bharat Kapadia.

    The Anchor: 5 tips on how you too can run the marathon

    Every time Bharat Kapadia talks of his training for the marathon, there’s a sense of hopelessness in me on how a man of his stature (and he is indeed a man of several parts) and at his young age is so passionate about running the marathon (or the half-marathon, as he corrects) and here I can barely run a few hundred yards. Yesterday, I asked him about the time he took at the 2012 edition of the Standard Chartered Mumbai Marathon, and he said it was 2.19 hours. That’s commendable. And guess what did he do after the marathon effort? No, not soak himself in beer or go in for a foot reflex. He got into his music class, perhaps planning the recording of his next single.

     

    Bharatbhai is not the only mediaperson in the act. I was quite impressed that Paritosh Joshi was tweeting away as he was running yesterday. On behalf of the MxMIndia team and I guess the entire fraternity and from myself, to all those who took to the roads yesterday, a hundred thousand salaams!

     

    My colleague and deputy editor Tuhina Anand spoke to Bharat Kapadia asking him for tips on running the marathon. Here goes:

     

    By Bharat Kapadia

     

    #1 Mindset: While getting ready for a marathon, 75 per cent of the preparation has to do with the mindset. The mind will play games and you might think that running is not your cup of tea. But if you resolve to run and decide to complete the marathon, then there is no looking back. At 59, I can run the half marathon (21 km) but when I started, I could not even run for 500 meters, so it is all to do with the mindset.

     

    #2 Fitness: Once your mind is made up, then fitness comes into play. You need to look at a diet that will give you power and endurance. Protein and carbohydrates are a must in a diet when you are running long distance. You have to also ensure that your body remains hydrated as there is a strong possibility of dehydration due to loss of water and salt while running. Practise consuming at least three litres of water.

     

    #3 Training:  For first-timers, I would advise getting professional training, as it will help you in understanding how to run long distance as well as build endurance. Running a marathon is not just about getting up one day and saying that you will participate. A lot goes into it and the warm up and stretching sessions are as important as the actual running. This is where professional help comes in handy.

     

    #4 Routine: One has to adhere to a routine while preparing for the big day. Practice is a must, hence you have to dedicate some time in your busy schedule to get ready for the marathon.

     

    #5 Register on time: The registration for marathon begins much in advance and if you miss that, you will miss the opportunity to run. In that case all the practice will be for naught; hence keeping an eye for the registration date is a must.

     

    Veteran mediaperson Bharat Kapadia is chairman of Whatuwant Solutions.

     

  • No matter what happens, as long as Brand Tendulkar continues to deliver, Indian cricket is in safe hands, feels Hemant Kenkre

    The Anchor: 8 reasons why marketers must not fret over the Indian cricket team’s dismal performance down under

    By Hemant Kenkre

     

    1. Brand Cricket will always rule the roost over all other sports:

    Yes, the intelligentsia will always be (rightly) talking about promoting sports like F1, EPL, Tennis, Marathon, Badminton etc, but the aam janta (read consumers) will always go gaga when MS Dhoni plays the ‘Helicopter’ shot.

     

    2. All izz always forgiven:

    The history of Indian cricket’s performance abroad will show you that all is always forgiven: 1959, 1974 and 2011 – badly mauled by England. Bruised by the Aussies in 1999/2000. Did not qualify for the ICC World Cup knockout in the West Indies in 2007 and more. None had a major impact on the followers of game which continues to thrive.

     

    3. Brand Tendulkar rocks:

    As long as Brand Tendulkar continues to deliver, Indian cricket is in safe hands. His tearful tribute to his late father after smashing a hundred in the ICC World Cup in England (1999) or the many centuries scored by the master when India has lost a series is testimony that people don’t care about the result as long as he is around and delivering.

     

    4. Unveiling of the new poster boys:

    After Virat Kohli, more poster boys will follow; Ajinkya Rahane, Rohit Sharma  and so on. They will be groomed, manicured and made to look like studs. All ready to be unveiled like new products for the masses to lap up!

     

    5. Apne maidan mein khelenge:

    India’s next Test series abroad is when they tour Sri Lanka in July 2012, Zimbabwe in July 2013 and take on the big bad wolf, South Africa in November 2013. Till then one can be assured of TRP ratings going northwards with the average Indian watching carrom balls, upper-cuts and helicopter shots played against all comers on the flat batting tracks in India.

     

    6. Maja, masti aur IPL:

    Just wait till April and the IPL. Once it starts, the disappointments will ‘poof’ into thin air and the aam janta will enjoy the traditional trumpet call, cheerleaders as well as the pyrotechniques of the T20 Dadas.

     

    7. Public memory is too short:

    Bhool Gaya Sab Kuch, Yaad Nahi Ab Kuch: Very Very Special will be dropped (or forced to retire), there will be heated discussions on primetime news channels about Dravid, Sehwag, et al. The bottomline is, like all the other scams and glitches, the consumer (read aam janta) will not even remember the bloodbath at Melbourne, Sydney and Perth in a matter of few weeks.

     

    8. Kursi badal:

    The eternal optimist in me still believes that India can turn the tables on the Aussies in the forthcoming One Day series. Please do not forget that in the last series that India played in Australia in 2008, India lost the Test series (Monkeygate etc.) but won the CB (One-day) championship. Time to switch the chair? As I said, all will be forgiven!

     

    Hemant Kenkre is a former first class cricketer, a commentator on radio and in print and a communications/PR specialist. Amongst others, he also consults with Hanmer MSL.

     

  • A film should have a unique storyline or a powerful narrative or a moderate direction, or a mix bag of all, says Vipin Dhyani.

    The Anchor: Vipin Dhyani on the 5 films he wishes he had directed

    By Vipin Dhyani

     

    I don’t smoke, I don’t booze, and movies are my only poison. I am quite callous in my selection for a film. I don’t watch a film twice even if I like it to the core. I believe a good film must have the ability to leave that mark in my mind; otherwise it’s a waste of time. And while judging, I believe a film should have either a unique storyline or a powerful narrative or a moderate direction, or a mix bag of all.

     

    Though my list of must-watch movies is endless, here are some of the finest ones:

     

    #1 Kolya (Czech)

    This won academy awards in 1996 for best foreign film. The film is about a small kid named Kolya and his innocence transforming an aimless old man. The kid is forced to live with the protagonist, and ironically they don’t speak the same language. One speaks Czech and the other Russian. The storyline, the fabric of the film is very simple but the way it’s been portrayed is awesome. It’s sensitive and very languid, but heart-wrenching in the end. I saw ti in ’97, but it seems really fresh in my mind. Directed by Jan Sverak, loved by all.

     

    #2 13 Tzameti (French)

    You wouldn’t like a phone call or a person disturbing you while watching this dramatic crime thriller written and directed by Gela Babluani. It gripped me well and left with a hangover. The story is about a naïve man who finds an invitation meant for somebody else. His quest and curiosity makes him an unfortunate 13th player in a game of death. The best part is that it is based on true events of a survivor of the actual game. If you are not watching it on a pirated DVD, you can treat yourself with the bonus feature real interview of the survivor of this notorious underground game from Europe.

    It’s a 2006 film but intentionally treated in black and white. It is stark, honest, bold, very real and enigmatic.

     

    #3 Love Me If You Dare (French)

    ‘Unthinkable’ is the word to describe this mad roller coaster rom com, written and directed by Yann Samuell. The storyline is simply unique. Our protagonist couple are childhood friends and all they do is play an odd game to challenge each other for daring and outrageous stunts. And they continue to do this even when they become adults. Very intriguingly, the fact gets unfolded that their game is nothing but a device to hide the truth that they are truly meant for each another. It is the maddest film I have ever seen, I can say.

    It bends all the rules of a romantic film, it boasts more energy and wicked humour than mushy moments. It’s worth watching even if you don’t like romantic movies.

     

    #4 Swindled (Spanish)

    It’s a con drama written and directed by Miguel Bardem, a fantastically woven plot to swindle a hefty sum by a group of conmen. The narrative is engagingly beautiful, and the plot is flawless. Unlike regular Hollywood con dramas, protagonist here has a very calm and down-to-earth approach to his schemes and execution. That makes him a lovable and believable character in the film. The fabrication is of the real, ‘I know these guys’ type. Most of the ideas leave even the audience outguessed, and that’s the real beauty.

     

    #5 Scoop (English)

    It’s a hilarious comedy with elements of fantasy and mystery, written and directed by master craftsman Woody Allen. Scarlett Johansson as a journalist student looking out for a scoop about an aristocrat who is a suspected serial killer. She gets the signal about his moves from a dead journalist (played by Woody himself). If you are a Woody Allen fan, you will get everything from him in this movie. The surrealism, the wisecracks, his monologues, the dark comedy and real insights. A film like this can be enjoyed more with friends. Worth giving a shot!

     

    Vipin Dhyani is Founder & Chief Creative Director, Thoughtshop Advertising & Film Productions Pvt Ltd.

     

  • Localised content, lower literacy rates and frequent power outages are some of the reasons people prefer radio in the tier 2 and 3 cities says Harrish Bhatia.

    The Anchor: 5 reasons why radio is very effective in tier 2 and 3 cities

    By Harrish Bhatia

     

    #1 Radio offers localised content:

    Radio speaks to consumers in their own language or dialect, and the degree of connect of the local content with people in these markets is far higher than any other medium.

     

    #2 People have more time for radio consumption:

    Since the level of activity in these markets is lower than in metros, people have more time to spend for themselves. This is where radio fills the gap. The increasing number of FM-enabled handsets has further increased the consumption of radio. Radio measurement survey conducted by RAM has proved that the average time spent listening to radio per day is 244 minutes inNagpurand 206 minutes in Jaipur as compared to 127 minutes in Mumbai and 124 minutes inDelhi. (Source: RAM Sweeps 1.0)

     

    #3 Radio serves as key source of information because of lower literacy rates:

    Literacy rates in these markets are much lower than in metros and as a result, radio serves as the primary source of information. Another critical point is that radio provides regular updates throughout the day whereas a newspaper provides news only in the morning.

     

    #4 Radio works even when there is no electricity:

    Since tier2 and tier3 cities have fewer electricity connections as compared to the metros and also suffer more frequent power cuts, radio serves as a main source of entertainment for people, instead of television. As a result people tune into radio using transistors and mobile phones.

     

    #5 Low internet penetration:

    Low internet penetration and inadequate bandwidth in these markets means that internet remains a distant dream. Thus, in the absence of internet, radio serves as a major source of engagement and personal entertainment.

     

    Harrish M Bhatia is the CEO, MY FM.

     

  • Shivani Darshan's checklist for those thinking of action between the covers. Magazine covers, that is.

    The Anchor: 6 mantras for starting a magazine

    By Shivani Darshan

     

    #1 Homework. Always understand who your consumers are; more important, who your competitors are. A good, in-depth understanding of the market will allow you to create a solution for the end users.

     

    #2 Eye on Money. Many businesses fail because they forget to focus on the revenue stream. Great paper, great pictures and articles account for nothing if you do not have advertisers and subscribers. Keep your focus and energies targeted on the money.

     

    #3 Supplier Management. Always keep your suppliers, vendors, contributors on check and keep a good backup at all times. Many startups fail to have backup writers and printers, and end up being blackmailed by a few good ones. Do your homework and always keep options open.

     

    #4 Money Management. Most startups fail to keep cash flow in check. Negotiating credit period and collecting money on time are some of the most difficult things to do when you start something new. Master this and you are ready to do business.

     

    #5 Future Planning. One of the biggest needs in today’s environment is to keep the future in mind. If you are launching a magazine you should also plan an ezine (e-magazine). After all the future is e-publishing and not paper publishing. The market is changing and today’s businesses need to be dynamic and ready for change.

     

    #6 Have Fun. Most people work so hard that they forget to have fun. It’s no use launching a new business if you are not going to enjoy doing it. Have a fun-filled atmosphere in your office. Always remember, a happy team is a productive team.

     

    Shivani Darshan is the Managing Director at Boutique Publishing India Pvt Ltd.