Tag: Anchor | One Big Idea

By Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd

The immense paradigm shift observed in the entertainment consumption patterns indicates the evolution of a fresh ecosystem. Screens are getting smaller and the entertainment is getting more and more customized. The content also on the other hand, needs a fresh perspective, when it comes to this new ecosystem which is in its nascent stage. Avenues for premium and niche content have widened, and the audience is now in a more acceptable phase than ever before.

Although broadcasting has its own strong pillars, “Narrow-Casting” is something which I believe has the potential of turning into a “Big Idea” with the scope of altering the broadcasting industry. Certainly, at this stage there are immense constraints involved in terms of internet connectivity, bandwidth charges, cost of devices, etc, but the key is that the future is definitely digital and there are two ways to it. Narrowcasting would bring in more choices for the viewers, with the influx of new channels and new content patterns.

With the onset of digitization, influx of advanced connectivity viz 4g/LTE, and launches of newer product categories viz tablets, etc, the entertainment industry is poised at a wonderful juncture, where the question is not just “How to Entertain the Viewer”, but “How and Where to Entertain the Viewer”.

By Arvind Sharma, Chairman & CEO, Indian Subcontinent, Leo Burnett India

Television dominance led to the creation of the term ‘brand story’ because that is what TV does best – tell stories. A story by its nature is a one-way communication. There is one story-teller and many listeners.

Now technology-led changes are leading us into a world of two-way communication. How these will shape brands’ new approach to communications is the most interesting question. Some of us believe that brand communications will continue to be about brand stories with consumers as storytellers and multiple endings.

I believe that just like the TV-dominant era required a new way of thinking about brand communications/brand stories, a new way of thinking about brands is needed today. A way of thinking that will drive synergies through TV and print, social media, smartphones, mall activations, PR and branded content. In my view this new way of thinking will be ‘participation platforms’. The most important task for any brand will be to define its human purpose; design ‘participation platforms’ relevant to the purpose, and invite consumers to get involved and populate the brand with their thoughts, actions and emotions. Brands that get consumers to participate in their brand world through their participation platforms using multiple converging channels will enjoy an edge. By tapping into people’s energy to do and to be heard, participation-platform driven brands will have lower marketing costs and stronger consumer affinity.

At Leo Burnett, the participation platform approach shaped our thinking on Coke Studio. Coke Studio provided a wonderful platform for people to share, celebrate and spread happiness. And it is driving brand results. More campaigns based on this approach are on the way.