MxMIndia

Category: THE ANCHOR

  • For most advertising professionals, office becomes home and the nearby bar is the second home. It's where we head after a long day for a well deserved drink, be it raising a toast or drowning sorrows.

    The Anchor: Rajiv Rao on the 5 Mumbai watering holes he misses most

    By Rajiv Rao

     

    For most advertising professionals, office becomes home and the nearby bar is the second home. It’s where we head after a long day for a well deserved drink, be it raising a toast or drowning sorrows.

     

    Here is a list of 5 watering holes that I miss today. They have meant so much to me over different phases of my advertising career. Some have lost their charm and glory and some closed forever. So, there’s little I can do but head for the nearby bar and drink to some good memories.

     

    Tavern (Hotel Fariyas) Colaba

    Tavern was one of the most rocking bars in the early 90’s. It was the perfect combination of beer and good old rock music and the best part, a huge screen that would play live shows of the legendary musicians. Queen, Floyd, Stones, Doors, Hendrix, and the likes of Zeppelin were regulars there. Fridays and Saturdays would be insanely loud and packed. After a point everything would be a blur. At least that’s how I remember my Tavern nights.

     

    Cafe Naaz

    Though I got to experience very little of this place I still miss it the most. I was introduced to this place very late in life. Naaz was perfectly located, away from the madness of the city and yet you could see the buzzing city from a distance. The queen’s necklace was best seen from Naaz. Warm beer, lousy food, slow service but loads of the charm. Naaz beats any of the high rise bars of today hands down.

     

    Sports Bar (Bowling Co)

    The day I joined Ogilvy, I joined Sports bar. Countless lunches, happy hours, lunches that got extended to happy hours and of course after work drinks. Large screens, screaming fans and endless pitchers with Nachos. A lot of male bonding has happened over beers and pool tables in this sporty venue that has given many a “men will be men” moments. I would run into people from work more at the bar, than the office corridors. (And some of these people were people I was running away from)

     

    The Ghetto

    Ghetto played real music. The reason it became the preferred hangout for an entire generation of beer, rum and rock lovers. It was where you walk in to a hole through the wall, to a world that unwinds you after work. And yet this is the very place where many ideas were born over many more pitchers. The unusual fluorescent lighting made way for many fun moments. Not to mention, this is the place that introduced writing on walls even before the Facebook epidemic. In fact chances are you will still find your drunken slogans and thoughts scribbled on the walls even today. The Ghetto spells sheer nostalgia for me and many more who welcomed by the tuxedoed doorman ‘Shuklaji’ knowing all the patrons on first name basis

     

    Zenzi (Bandra)

    Not too long ago, Zenzi with its open multi-cultural vibe was a mecca for advertising professionals for a short phase. In fact if anyone was to look for a job in the industry, floating a resume at this premise would be a better bet than sending emails to head hunters. It was cool and casual enough that one could walk in with chappals and yet it had a certain attitude that was only for the like minded people from the mad ad world. At any given time, there was so much creative energy, it was like a doctor’s prescription for recharging creative juices.

     

    Rajiv Rao is NCD, Ogilvy &Mather.

     

  • The main difference that triggers all other differences between Internet radio and FM radio is the platform itself. The Internet lends more room for flexibility, cost saving and personalization says Anil Srivatsa

    [MxM Radiol]: 5 reasons why internet radio scores over traditional radio

    By Anil Srivatsa

     

    1. Internet radio offers more room:

    The main difference that triggers all other differences between Internet radio and FM radio is the platform itself. The Internet lends more room for flexibility, cost saving and personalization.

     

    2. Internet Radio offers a variety of choices in comparison to FM radio:

    This is true, particularly in the Indian context. FM stations tend to follow the beaten path for a variety of reasons, but to the consumer it just spells ‘boredom and monotony’. Radio can be classified broadly into mass radio and niche radio.

     

    InIndia, mass radio is pretty much the order of the day, but it leaves a lot of content-hungry people dissatisfied. Niche radio does not justify the investment from a business point of view, but presents a vibrant opportunity to internet radio operators, who for a lot less money can create and serve these niche content seekers with better quality content in a variety of genres.

     

    3. Content on Internet radio is more personalized; FM radio caters to collective choices of masses:

    Internet radio is more amenable to personalization at a micro-listener level, with the choice of content being delivered with accuracy according to the taste of the consumer, while FM radio is not as hospitable.

     

    Of course, Internet radio is a loosely used term that could mean content delivered via the Internet in a linear fashion (non-interactive just like FM) or as an on-demand service (interactive). Linear Internet radio makes available several choices of content differentiation in one place while FM radio is devoid of choice and is, within a specific urban or semi-urban dwelling, limited to the number of frequencies in that region. This makes Internet radio more interesting choice.

     

    4. The ability to influence opinion on topics and issues on a wider scale:

    FM inIndiagenerally reaches out to the least common denominator while throwing up some specific content catering to special interest. This generally happens when the channel is omni-present in that geographical location, which makes Internet radio look even more obscure. But in reality, Internet radio’s reach is well beyond what a single FM station can do with one channel, giving the flavour of programming more room to breathe and giving it the possibility of more substance and depth.

     

    However, nothing can compete with FM for super localization en masse …even if one can create and distribute a super local internet radio station.

     

    5. Internet radio offers broader spectrum of artists and more room to showcase talent:

    Historically NAB, who was then the lobby for AM radio operators, perceived FM radio to be a huge business threat. Today they have embraced it (FM) and are now perceiving the same threat coming from internet radio. Traditionally, on either side of theAtlantic, FM radio is in cahoots with the music labels where there is a carefully orchestrated promotion plan for the labels, sidelining air play for the unsigned bands leaving FM playing the same 20 top of the hour.

     

    InIndia, too, things are not very different. Large market-leading labels restrict FM radio to play more of their music to ensure constant promotion in exchange for favourable licensing terms resulting in the same disenfranchisement on un-signed quality content. This goes against free speech and violates the anti-competitive spirit of equal opportunity to succeed in business. So, both, from a business and talent perspective, Internet radio is totally unrestricted, allowing small label artists to showcase their talent in all kinds of music and non-music content and without gate keepers.

     

    Labels today see Internet radio as a threat but in reality it’s an opportunity to discover new talent, promote unconditionally and widen their repertoire. Given the right environment, FM radio would rebroadcast on the Internet in a heartbeat and this in itself tells the whole story.

     

    Mr Anil Srivatsa is the Co-Founder, CEO Venturenet Partners Pvt. Ltd. (promoters of Spot Radio and Radiowalla)

     

  • More Google Plus taking on Facebook, Sanjay Mehta is worried about Google's cash earner, Google Search

    The Anchor: 4 reasons why one worries about Google

    By Sanjay Mehta

     

    So you think Google Plus has its set of challenges, as it ambitiously takes on Facebook? Well, I am not even talking about that. My worry is about Google’s core product and cash earner, Google Search!

     

    Let’s do a quick dipstick here:

     

    • When you search on Google for information, how fast do you get to the right information that you need? That is, if you ever get it!
    • If the information that you are looking for is not something as basic as “what is the current time in San Francisco?” or “temperature in New Delhi”, there is every chance that information search is a frustrating experience on Google. Do you agree?

     

    These are the reasons I am concerned about Google.

     

    1. Not all search queries produce good results on Google

    While Google has been doing a fair amount of innovation in search, and for certain types of enquiries, you can get to the information faster, there are a whole host of search queries that do not lead to good results, and where as a user, you look out for alternative options.

     

    2. Google’s revenue model on search worries me

    The revenue model is largely an advertising model. An advertiser takes ads on Google, while mapping search words. In other words, if I am a florist, I will likely buy Google ads, for keywords like “florists in Mumbai” or “Valentine’s day flowers” and so on. In short, when someone is searching for words or phrases of these kinds, then I would like them to see my advertisement on the right side of the page on Google. Because, then I would have the best chance of finding a connect to the particular user, and tempting him to click on my ad, and come to my website.

     

    The other key thing to know and understand is that advertisers typically pay only when someone clicks on their ad and not otherwise. Also, all advertisers do not pay the same amount. The amount that an advertiser pays per click depends on the budget or rate that he has chosen, and it is based on a dynamic demand-supply situation of advertisers and searchers, for that particular word or phrase.

     

    But, from the point of view of the advertiser, whatever rate he has agreed to pay per click, is his “cost of acquisition”, or the cost to get an interested user, to visit his website. So, who would spend how much on advertising on Google?

     

    If your business is transportation of very large-sized goods, you may still use Google advertising to get across to people who are looking for such services. But for you then, this is a marketing campaign, and you want a certain visibility amongst your target group. So you would put money here in campaign bursts, and leave it at that.

     

    On the other hand, if you are an e-commerce company, selling online, whether it is travel services or products, for you, the Google ad is a direct customer acquisition cost, and all the traffic that you pull in from these ads, you have a chance to get them to buy from you, right away. Since there is a way to map conversion from such clicks also, an e-commerce company can quickly calculate the equivalent cost of acquisition, of not just a visitor to the site, but an actual buyer.

     

    For those who don’t get this, let me explain with an example. Say, a hotel booking company advertises on Google and spends Rs50 per click. Say, 100 people click on the ad. So the cost is Rs5,000. Mapping for conversions from these 100 clicks, he finds out that 20 of those actually made a booking.

     

    So to acquire those 20 customers, he has spent Rs5,000 or his per customer acquisition becomes Rs250. Now, if his average booking transaction is Rs10,000, he may have no issues in this kind of spend, and may keep doing the spend forever, unlike the advertiser who spends on marketing campaigns in bursts and then goes away.

     

    Now here is where the challenge for Google comes in.

    All of the transaction-oriented e-commerce businesses are starting to get their own specialized search engines, which do a far better job than what Google does.

     

    3. If the searcher moves away from Google, so will the advertiser

    Larger and regular monies are spent on Google ads, by companies who have a quick transaction engine on the web – for them, it is direct customer acquisition. However, for most of such needs, users are finding better options to go and search at; over time, users will move away from Google to search for their needs of hotels, flights, products to purchase, movie tickets, etc.

     

    If the searcher moves away from Google, so will the advertiser who is looking for that searcher. What constitutes the larger spends on Google ads, will take flight and move to more relevant locations to get better returns for their money.

     

    You don’t buy this argument? Let’s take the spin. Say, you are searching for tickets from Mumbai toChicago. And you are looking to find options. What do you get?

     

    What I get on Google.com are a lot of ads, on the top and on the right, and in the main search, I get a few clearly SEO-doctored links, and then a few links to travel websites. So yes, if I play around these links, I will get the information that I am looking for, in a few clicks.

     

    But, I go to any of the leading travel sites instead and punch the same request – I get a quick response in terms of flight options for Mumbai to Chicago.

     

    And then I go to a travel comparison site like say, ixigo.com, and I get the same search results from several travel sites, simultaneously. Flight options, prices, all at a quick glance, together on the same page.

     

    So why would I go via Google at all? If, similarly, I was looking for ‘hotel options in Jodhpur’, the experience will be identical to the above. Question again will be that, if I were looking for hotel options, why would I go to Google at all?

     

    Let’s consider products. Say I was looking for a book, “The Maverick” by Ricardo Semler. What will be my experience?

     

    Searching on Google gives me stuff about the book, about Semler, reviews, and 1-2 links to Amazon.com.

     

    Instead I go to junglee.com (the killer app on Indian e-commerce, I reckon), and I get a bunch of options for purchase of the book, with price details, and seller information. Bang on! Exactly what I need.

     

    Repeat this for most e-commerce or transaction-oriented categories, and you will find a similar challenge. That Google does not give you what you want. There is a specialist platform that gives you perfect results.

     

    So the bottom line is that people may not start at Google when they are searching for such transaction-oriented information. And this is where the cheese may be moving away for Google!

     

    This is where the old time Internet service providers and portals went wrong. Time was when AOL and Prodigy and others were the starting point for anyone in theUS, wanting to get information from the Internet.

     

    Then came portals and search engines. And the game shifted. Sites like Yahoo and Lycos became the default starting points for people, as they offered best recommendations for news, education, entertainments, science, sports, or whatever.

     

    Then came specialist sites for finance and matrimony and recruitment, and people went there directly, instead of going via portals. I am seeing a similar movement, away from search engines, or rather, away from Google.

     

    4. Google’s revenue may see a downward spiral

    Considering that search is the main money earner for Google, if they do not correct, this could be the beginning of the southward movement on the revenue front. And that will hurt Google far more than their experiments with social networks – Wave, Buzz, Google Plus, Orkut, etc not taking off!

     

    I worry for Google.

     

    Sanjay Mehta is the Jt. CEO, Social Wavelength

     

  • Phase III will open up a lot of job opportunities. Multiple licensing, news and networking will open up jobs, feels Rana Barua

    5 reasons why Phase III is vital for FM radio growth

    By Rana Barua

     

    1. More reach:

    The reach of radio will further increase with an additional 839 new FM stations in more than 200 new cities. Thus the medium will become even more effective and the opportunity will also be huge for the advertisers, especially because of radio’s reach in even the tier 2 and 3 cities.

     

    2. News in FM radio as a revenue stream:

    News on FM radio, in whatever form, will open up newer revenue streams if packaged well. The industry, for long, has been waiting for news to be allowed on radio. It will therefore be interesting, especially from the listeners as well as the advertisers’ point of view.

     

    3. Multiple Frequencies to create new genres:

    Multiple licensing, especially in larger cities, will bring new genres to radio. Larger stations, for instance, may want to create another genre of station, perhaps in a different language or a completely different programming category altogether. This will be another interesting facet for the advertisers and listeners.

     

    4. Networking will be allowed:

    Networking will bring down cost and thus play a critical role in radio’s growth. It will streamline a lot of cost of being in radio. Allowing networking means one will be allowed to run the FM station sitting out of a main hub; as a result the cost may come down.

     

    5. Create job opportunities:

    Phase III will open up a lot of job opportunities. Multiple licensing, news and networking will open up jobs. Therefore FM phase III will bring a lot more excitement as well as opportunities, thereby bringing in more talents, and genres.

     

    Rana Barua is veteran media professional, a former COO, Red FM and an advocate of radio

  • Participating in the polling process is a good way to help make our respective cities and towns better places to live in. And that’s reason #1 to 100… to infinity for voting

    A request from MxMIndia: Please go out and Vote!

    By Pradyuman Maheshwari

     

    It’s voting day for the Brihanmumbai Municipal Corporation elections.  Thursday, February 16.

     

    It’s not a huge public holiday as it is on polling day for the Lok Sabha or Assembly, but there are some offices who have given a chhutti or offered concessions to employees in terms of timings.

     

    Here’s what we have done @ MxMIndia. Being a news company, we can’t be shut, but we have allowed the team in Mumbai and around to come in late or leave early to vote. As an incentive, those who do go out and vote and can prove it by showing the indelible ink mark, will have an extra day added to their balance of earned leaves.

     

    Being a small team, it’s more easily done. But if you can, please do incentivise or put an element of fun. Go, effect a tie-up with the neighbourhood nightspot for a glass of draught when it’s not a dry day.

     

    Do whatever, but vote one must. We keep cribbing about how Bombay’s dying. That Delhi’s infrastructure is so much better. That the Metro services would’ve taken half the time to happen had it been the national capital. That no one really cares an eff about the Metro’s development. Ditto with Pune, whose infra will collapse if allowed to grow indiscriminately. And I am sure that’s the case with other urban centres too.

     

    Participating in the polling process is a good way to help make our respective cities and towns better places to live in. And that’s reason #1 to 100… to infinity for voting. There’s no right to recall elected candidates, but the fact that there have been people in other parts of the world (and even here in India) taking on the rulers via mass protests and social media has shown us that there is a way out of the mess.

     

    Enough gyaan. Please do go out and cast your vote. I am going to, for sure.

     

  • For good to triumph over evil, what better place to start than one’s own backyard?

    The Anchor: 10 media evils we’d like to see banished this Dassera

    By Pradyuman Maheshwari

     

    It’s Dassera tomorrow, a festival that symbolises good winning over evil. Here’s my list of 10 media evils that I would like to see the end of. You can say that some of these are predictable since I have written about the issues in the past, but they are genuine evils. Banish them!

    #1 Corruption

    The 10-letter word is not just a preserve of government and politicians. It exists in plenty in corporates and the private sector. Our business included. Bribes to get sales deals through, generating revenues by way of money payouts and favours. Sending media buyers and clients to see the FIFA World Cup or Wimbledon tennis is nothing extraordinary these days. Nor is selling of magazine covers, or newspaper or website stories, in lieu of monies very surprising. Ditto with awards: money or just for old times’ sake. Har ek friend zaroori hota hai!

    #2 Paid news

    This has been institutionalised by certain publications even if it’s for just for lifestyle, glamour and brand launch news. It needs to stop, and a dubious disclaimer won’t do. Paid News is prostitution of editorial space and I don’t have to spell out what its practitioners should be called.

    #3 Industry fiefdoms

    Trade associations are supposed to help the lowest common denominator, but in the media we have a situation that some of the aasociations have become fiefdoms and people hardly mentor or help the weaker players. In fact they often attempt to crush them.

    #4 The ratings race

    Revenues happen only if there is proof that your product is read or seen or heard. Nothing wrong with it. But some newspapers are rumoured to go to any extent to fix things. And channels see nothing wrong tweaking storylines for better numbers. Ratings ke liye kuch bhi karega!

    #5 Dearth of talent and disparity in salaries

    There is need for dramatic change here. Some wings of media and marketing are paid fantastically, others pathetically. Journalists, for instance, are very poorly paid in many establishments. Ditto with staffers in Tier 2 cities. The media needs to attract quality talent and offer great content. Both are critical for good content. Alas, I don’t see this changing in a hurry.

    #6 Abuse of Intellectual property

    In Indian media, copyright is mostly defined as the right to copy. Our media companies are fortunate that legal action takes its time or never happens. Else a few of them could be giving the more high profile criminals company in Tihar or Arthur Road. The discipline has to start from the ground-up. Googled pictures must be a no-no and only licensed content must be used.

     

    #7 Fake ads

    It’s not as severe as other issues here, but the fake ads that advertising agencies craft to win awards are not on. Yes, they are a given these days and some leading agencies patronise the practice. But there has to be a way to end it. Perhaps some introspection?

     

    #8 Content sucks

    The self-regulation mechanism has been set up, but I think some of our channels, especially a few newswallahs, could do with a drive to improve content. And a news channel must air news and possibly some kutta-billi stuff. Not the other way round.

     

    #9 FDI blues

    Foreign direct investment in radio was hiked to 26 percent last week and in news channels it’s restricted to 26 percent till date. However, GECs can be 100 percent owned by foreigners. And creative and media advertising agencies too can be fully owned by non-Indians. Given that ad agencies influence media buying decisions and hence can in turn influence the media, why not allow full FDI in news and radio?

     

    #10 No Ethics!

    It’s a dirty word in most media organizations. Look at how many have a Code of Ethics, and insist on employees (and the promoters) agreeing to practise it.

     

     

    The views expressed here are my own and are not endorsed by MxMIndia.com

  • Kakkar talks about people who have redefined the face and brains of advertising

    The Anchor: 5 faces that define Indian advertising

    1. Piyush Pandey

    He provides creative leadership to one of the leading advertising agency of India. He leads by example and the interesting bit is that most of his creative education came by travelling in trains. He was playing for Ranji Trophy and they could only afford train travels for their players. During these travels he got insight into the small-townIndiawhich he uses in his creatives. Trains give a glimpse into different types of people and their lives which can weave into beautiful stories.

     

    2. Prasoon Joshi

    He is a brilliant music writer besides being an excellent advertising professional. He has made it on his own from a small town inIndia. He is the original bilingual copywriter ofIndia.

     

    3. Aishwarya Rai Bachchan

    We had launched her with a three-second presence in Pepsi commercial where she said: “Hi, I am Sanju”. Her presence made every male from 8-80 get into a tizzy and they wanted more of Sanju. She has become one of the most recognizable face of the Indian advertising, besides being that of Indian film industry.

     

    4. Katrina Kaif

    She made it fashionable for foreign faces with an accent to make their presence felt in Indian advertising. She is every director’s dream come true and a face that is not easy to forget.

     

    5. Me

    Beauty is only skin deep but my motto is ugly is forever. So I am immortal face of the advertising industry.

     

    Prahlad Kakkar is an ad filmmaker and CEO, Genesis Films

    Photograph: Fotocorp

  • The power of outdoor is best unleashed by the digital advances in technology, says Noomi Mehta.

    5 reasons why Digital makes OOH even more relevant

    By Noomi Mehta

     

    #1 Digital helps provide instant displays on giant LED screens without any time loss for printing.

     

    #2 Digital offers an incredible array of colours to give brands a considerable boost in image, making them widely recognised as using cutting edge technology and helping to build the brand in the minds of the younger generation.

     

    #3 Digital gives huge options for interaction with viewers, through technology such as Bluetooth, WiFi etc. For example a display could lead you to a website merely by clicking on it and give news, views, offers, free downloads etc.

     

    #4 Digital LED screens when used in large sizes can create a sensation. It’s like having a combination of flexible neon signs and giant outdoor TV screens.

     

    #5 It provides instant messaging with the added advantage of full colour imagery. It’s great for giving important local news in case of emergencies. It’s great for making special offers to local markets.

     

    Noomi Mehta is the Chairman and Managing Director of Selvel One Group.

     

  • There is a need for better talent working and writing in newspapers, can the printwallahs attract that talent, asks A N Chorrea

    5 print media innovations one would like to see

    By A N Chorrea

     

    01. Credibility: A newspaper that’s credible. In the good ol’ days, one would say ”we read it in the papers”. Now can you?

     

    02. Feel-goodness. More good news. The best thing we like about the channel NewsX (among other things) is  its programme airing feel-good news. It’s sad that we need to call it that, but there’s so much of bad khabar all around.

     

    03. Competitor-friendly: Can we have newspapers cover the activities and good things that competitors are doing. The women’s marathon from DNA is a brilliant concept. But will you ever read it in Times of India or HT?

     

    04. Support small biggies: There’s news that the Dainik Jagran group is gobbling up Nai Dunia. Earlier it acquired Mid-Day. Sad to see the regional biggies selling out. Hey, advertisers and readers, please support the small, big guys. We need more voices.

     

    05. Talent hunt: Better talent working and writing in newspapers. Every mass comm student wants to be Barkha Dutt or Rajdeep Sardesai. And wants to whip politicians like Arnab Goswami does. Sob sob, but few want to be the next Newspaper or Mag X editor (except of course if the magazine is Maxim :-). Can the printwallahs attract talent? They must!

     

    A N Chorrea (ANCHOR-rea) is a senior media professional who wants to hide under the veil of a pseudonym

     

  • Having worked on both sides, client and agency, Aniruddha Oka is in the perfect position to give us his point of view.

    The Anchor: 7 ways of building a successful agency-client relationship

    By Aniruddha Oka

     

    #1 Like any business relationship, a successful agency-client relationship stands on the basic pillars of involvement, trust, mutual respect, empathy, freedom and space.

     

    #2 Firstly, for a relationship to be successful it has to be a win-win situation in the long run. And it’s here that the empathy becomes an important factor where one needs to see from other’s window, of course without detriment to one self.

     

    #3 A successful relationship can be built on trust, integrity and an egalitarian platform where both the parties respect and acknowledge the need for each other. This is built only over time, and one needs to invest that.

     

    #4 Getting to know the client’s brands/products/services as much as he/she does, if not better, is essential. Specifically so for industrial/techno products. Get to know their clients and customers, because a different perspective and POV is what clients seek and respect their agency for. And without a deep understanding of client’s customers, an agency cannot provide one. Similarly, getting to know the agency key people as ‘people’ is critical for understanding their unique strengths to harness.

     

    #5 Respect each other’s capabilities and give freedom/space/time to do their best in what they are best at. Understand and appreciate that clients have their internal clients too, and so does the agency.

     

    #6 Be truthful, honest and frank while giving advice, since it helps both, clients and agency, in the long run. I’d rather be remembered for a piece of advice that’s not liked, than one that was not right but just pleased someone.

     

    #7 Meet off-line in a deliberate and planned way to give and take feedback. Encouragement works wonders and does not cost much, but surely goes far beyond.

     

    Aniruddha Oka is Chief Operating Officer, Quadrant Communications.

     

  • infrastructure, piracy, and a fragmented industry are some of the challenges facing content owners in the digital space, says Jai Maroo

    The Anchor: 5 Challenges for film & entertainment industry in the digital space

    1. Lack of Infrastructure:

    One of the major challenges in digital space is lack of infrastructure and poor internet connectivity. The problem of bandwidth has been there for some time now. We need better streaming solutions and internet penetration inIndia. With 3G, and now 4G, coming on the scene, though the initial rollout has been slow, all plans are geared for boosting rollout and hence consumption of entertainment on digital platforms is expected to get a boost.

     

    2. Fragmentation in the Industry:

    We have a fragmented industry in terms of sheer number of platforms and business models. In present scenario, there is no clear leader except a handful of them who are making profit. But with more investors in the space, we are seeing both, better quality platforms and more sustainable rollouts, which are further fuelling the consumers’ digital consumption habit.

     

    3. Menace of Piracy:

    Piracy is another menace that the industry has been fighting against. Some of the players in digital space, like YouTube for example, have been taking some strong measures to ensure that the legitimate owner of the content gets fair share of the revenue. Additionally, content owners are increasingly partnering with platforms and finding win-win partnership models and working together to build the consumers’ habit of legal content consumption.

     

    4. Technological Challenge:

    Content owner face a lot of challenges to digitize and re-purpose the content. Technologies are getting redundant at a faster pace. It is a challenge for the content owners to cope up with the fast-growing technology and avail their content in compatible format for a particular platform. However, players are emerging with the scale to be able to handle this fragmented consumption and build better and more sustainable revenue streams, and bring all the efficiencies of scale. This also gives opportunities to bring in innovation in the presentation of the product.

     

    5. Need for better equipments

    Another hindrance is slow adoption of newer and better equipment/ end user device to access video content. But, the variety of gadgets available in the market at reasonable price points and loaded features are expected to address the problem.

     

    Jai Maroo is Director, Shemaroo Entertainment

     

  • With the basics in place, young entrants to the ad world can go any place. BR Swarup gives the rundown.

    The Anchor: 5 must-haves for youngsters entering adland

    By BR Swarup

     

    Roundedness: Someone who knows what is happening around him and the world in which he lives. Someone who understands people – understandably, at a young age, most of this is acquired through books, music, cinema and a hundred other forms of expression. The more ’rounded’ you are, the more you understand, the more you connect, the better your ability to intuitively arrive at solutions.

     

    Curiosity: The insane need to know why things happen the way they do; why people think what they think and do what they do. Creative

     

    Thinking: The ability to see and explore things from a hundred different perspectives. In advertising, no matter which area you are working in, problem-solving skills are a prerequisite – and this does not happen without the ability to think creatively.

     

    Communication Skills: What you say matters as much as how you say and write it. The ability to talk the hind legs off a donkey might stand you in good stead in times of crisis.

     

    Team Spirit: If you are not a team player, chances are that you won’t make it – unless of course, you are God’s gift to advertising, that too from day one.

     

    BR Swarup is the Founding Director, Stark Group.