MxMIndia

Tag: DAVP

  • … and here to stay as operators are optimistic about government policies

    Community Radio: On air, with a heart

     

    By Robin Thomas

     

    Community Radio began with the aim of being a medium for the welfare of the community, civil society, agencies, NGOs and citizens to work in partnership to further community development. That’s the Wikipedia definition, and community radio has been living up to it, making deep inroads around the world, even in a country like India which is largely dependent on external factors if one has to reach out or convey messages not openly possible on commercial radio stations.

     

    The Ministry of Information and Broadcasting (MIB) website states that as of May 15, 2012, there are about 126 operational Community Radio Stations (CRS) in India today of which 78 are centred on education, 38 on NGOs and 10 around Krishi Vigyan Kendra (KVK). The year 2011-12 has in fact seen a total of 25 operationalised CRS and a total of 100 Letter of Intent (LOI) issued in the same year, which is said to be the highest so far. Although community radio is still considered to be in its nascent stage, the government is expected to roll out over 4000 community radio stations in the near future.

     

    The MIB has also revised the DAVP (Directorate of Advertising and Visual Publicity) advertising rates for community radio stations from the earlier Re 1 to Rs 4 per second. Also, one of the recommendations from the Sectoral Innovation Council to the MIB was that Community Radio stations must provide grassroots content to AIR (All India Radio) and AIR in return should train the CSR workers in capacity building, content creation and station management.

     

    The DAVP which had for the first time issued advertisements to CR Stations in 2011 is said to have released its second campaign in the month of August under the Ministry of Consumer Affairs. However unlike last year wherein the ‘Bharat Nirman’ campaign ran for just 10 days, the consumer affairs campaign released this month is said to be for 30 days. In conversation with MxMIndia, Ms Archana Kapoor, Director, Radio Mewat, NIH, Mewat spoke about the implication of DAVP advertisements on CRS, “This month DAVP has released a month-long campaign of the Ministry Consumer Affairs. This too has been released after much lobbying with the Ministry. I was told that it will be a 212-day-long campaign, but as of now the release order is just for 30 days. I hope we will get the entire campaign as proposed by the ministry. Once DAVP decides to apportion a certain amount from each campaign to community radio the immediate resource crunch could be addressed and it could be a life-saver.”

     

    Since most community radio stations are not for profit, they do not follow any specific business model. While these stations air mainly DAVP ads, stations like Jago Mumbai (a CRS in Khar in western Mumbai) is said to have gone the CSR (Corporate Social Responsibility) way and approached corporates to fund specific shows that cater to their TG. Ironically, the response is said to have been poor.

     

    Do CRS have enough support?

    So what exactly is the status of community radio in India today? Is it receiving enough government support? What scope does it have? According to Mr Virender Singh Chauhan, Secretary General, Community Radio Association, “The community radio movement in India is still in its nascent stage as there are less than 140 stations that are functional. The government had set itself a target of 4,000 such stations in the country over two years ago. However more support from the government is required. In March this year the spectrum fee was hiked from Rs 19,700 per year to Rs 90,700 by the Communications and Information Technology Ministry. Such steps have hindered the expansion of the CR network in India. Despite our demand and despite having the support of the I&B Ministry, the Communications and Information Ministry is yet to announce a rollback of this illogical and irrational hike. The fee should be completely waived.”

     

    Mr Nitin Makasare, Station Head – Creative and Programming of 90.8 Jago Mumbai was of the opinion that government support is crucial and will lead the industry on a growth curve. “The government is currently in an active mode and a couple of decisions have been taken in the last one year to help expedite the process of making CRS self sustainable – DAVP advertisements being one of them, the other being the formation of a CRS fund at the central level. Once this gets implemented, it will prove to be a major help to community radio stations, all of which are trying hard to stay afloat.”

     

    Mr Pankaj Athawale, Station Manager, Must Radio, noted, “Government support is certainly there as far as policy matters and capacity-building is concerned. Financial help is in the pipeline from the government. There are about 130 operational CRS in the country and many of them are doing well. Unfortunately the CRS operators have just an emotional vision before them, whereas they need to have a practical outlook towards sustenance. They need to treat this as a social business so that the funds can be planned. Besides, most of the CRS are not interested in updating themselves regarding the technical information which is very important. This creates hurdles in the working of the CRS and thus impacts listenership.”

     

    However, Ms Kapoor disagrees with the view that CRS has been receiving the support it deserves. “As of now, CRS is not receiving the kind of support it deserves. Some of the radio stations are working in extremely difficult regions, with extremely deprived and exploited communities, and it is difficult for them to raise money even for day-to-day expenses. The increase of the license fee is one example of the inconsiderate attitude of the government. Despite promises of revoking the hike we have not heard anything from the Minister of Telecommunications or his office.”

     

    Only a rural phenomenon?

    While community radio is a very effective tool to bring about inclusive growth and spread social welfare in the rural parts of India, it is also seen as a medium through which it can help a particular community (ie the TG of that community radio) to provide information about various government initiatives, and social welfare schemes as well as to train the listeners in developing their skills. So is community radio only a rural phenomenon? What impact does it have on urban listenership? Are more community radio stations the need of the hour in urban India considering that urban issues are immense?

     

    Mr Makasare of Jago Mumbai was quick to respond that community radio is not a rural phenomenon, but a national phenomenon. “Nearly 35 CRS’s out of the 130 active stations are in the urban landscape. In fact the need for more to come up is immense. Issues in rural areas are pretty defined and known, but the challenges of an urban community are tough and hard to cope with. Community radio stations in the urban landscape can play a major role in developing citizens and equipping them to be able to face the rigorous challenges of living in cities and sub-cities.”

     

    Mr Athawale of Must Radio, the community radio of the University of Mumbai, explained that although community radio is very effective in rural India, it is also equally highly effective in urban India, “It has a great rural impact, but it can also be very effective in urban areas. In either case, it is up to the people to use radio as an effective means of communication. It has to be used in the right context in both areas. Today technology and its usage are very cheap in both rural as well as urban areas. Unfortunately people have lost the touch of talk-based radio in India, so attracting people towards CRS as a means of infotainment will be a challenge.”

     

    The road ahead

    With 4,000 community radio stations expected in the near future, industry players are very optimistic about the medium and its positive impact on listeners in both rural and urban landscapes. Community radio stations across the globe are said to have played an integral role in building communities, in India however the challenge is seen to lie in evangelising the importance of community radio and its benefits to the masses in both urban and rural landscapes. Community radio may well need to increase its visibility especially in areas where FM radio stations are the only form of radio known to the consumers. Mr Chauhan of Community Radio Association observed, “A bright future is ahead for community radio stations, provided certain policy hitches are removed. More government support and a flexible policy would strengthen the movement. Ten years down the line there will be a 4,000-strong network of CR stations in India, all fully digitised and interconnected, and all of them even available on the internet.”

     

    While Ms Kapoor of Radio Mewat was optimistic about the future of CRS, she also pointed out a list of challenges that CRS needs to overcome: “I think there is a huge potential in reaching out to untouched communities. I feel community radio stations are here to stay and can only grow in numbers and strength. The community will have to become a stakeholder and contribute effectively in the working of the radio station. However for making a real success of CR, it has to grow out of government control. Even today we cannot broadcast news, not even local news. We can get funding or sponsorship only from government or multilateral bodies. We cannot play commercial advertisements. Licensing is a tedious process. The future of the CR depends on it becoming independent and sustainable without having to look to the government for everything.”

     

    Mr Makasare noted, “The potential is amazing. The Community Radio Association (CRA) is doing its best to spearhead this movement and forge ahead in terms of creating the kind of opportunities that are required. If CRS stay together and are dedicated in their approach to empowering communities they will always have a chance of surviving and forging ahead to impact lives – something that commercial FMs are not really bothered about.”

     

    Mr Athawale said, “It is very encouraging, because the government is not just keen on setting up CRS, but also supporting them in some way. The major challenge will be in making sure that radio is used in its technical and practical capacity to reach out to the masses. The success of the CRS will depend on how good the planning by the operators is for the future. It cannot become a mechanical radio station which is run without understanding the local context and the needs of the people.”

     

    One of the biggest concerns facing the community radio stations today is the spectrum fee hike from Rs. 19,700 per year to Rs. 90,700 per year by the Ministry of Communications and Information Technology. Although the community has demanded a waiver of the spectrum fee, it is believed that this move is draconian and would negatively impact the growth of community radio stations in India. The industry is hopeful that the government lends some extra support and will be flexible with its policies, particularly in the area of news and advertisements. With nearly 4,000 community radio stations to be available in India in the near future, the revision of DAVP ad rates for community radio stations and the Sectoral Council’s recommendation has made the industry optimistic about the future of community radio stations in India.

     

  • Ms Soni said that she always had issues with the number of boxes put up by TAM, as it (such a small number) was not enough to gauge the mood of a diverse nation like India

    Government concerned about TAM data: Ambika Soni

    By Vijaya Rathore

     

    The government has been concerned about the discrepancies in TAM Media Research’s TV viewership data for a while now, and has even questioned their methodology and transparency, Union information & broadcasting minister Ambika Soni said on Wednesday.

     

    In an exclusive interview to ET, Ms Soni said that she always had issues with the number of boxes put up by TAM, as it (such a small number) was not enough to gauge the mood of a diverse nation like India.  “I have asked questions about the methodology of TAM. I knew that they were not being transparent. When it came to the number of boxes, rural areas were not covered. Very populated states such as UP and Bihar were not covered.

     

    So, I felt that 7,000 boxes could hardly be indicative. How can you put boxes as conveniently as you want to and not cover more than half of the country?” the minister asked.

     

    Following NDTV’s lawsuit against Nielsen and Kantar Media – the co-owners of TAM Media Research – the I&B ministry has decided to support Prasar Bharati, the state broadcaster and the Directorate of Advertising and Visual Publicity (DAVP), the government’s media buying arm, to take legal action against TAM. Ms Soni said that the ministry is also open to support the broadcasters “provided they lodge a formal complaint with the government against TAM.”

     

    NDTV has filed a lawsuit against the companies in a New York court alleging TAM fudged TV viewership data to favour a few broadcasters for a bribe. Both NDTV and TAM have refused to comment on the issue.

     

    Concerned by the developments, broadcasters and advertisers are now asking TAM to stop publishing its data, and have been meeting the government on the issue.

     

    “Today everybody is talking about TAM… why didn’t we talk about it all this while? The issue was raised by the ministry and me several times in the past. I am glad that this issue is now coming out in the open, as this clearly shows that there is need for competition,” Ms Soni said.

     

    According to the minister, lack of transparency in TAM’s system does not only concern broadcasters, advertisers and media agencies, but also Prasar Bharati that operates Doordarshan and All India Radio.

     

    “Prasar Bharati is collecting facts and the figures and finally even they decide to put up a lawyer. We will have to allocate resources for which permissions have to be taken. If Prasar Bharati and DAVP feel that they have to take a legal action (against TAM), they will do so in consultation with the I&B ministry and the law ministry,” she said. In 2011-12, DAVP’s advertising spend was Rs 618 crore.

     

    Ms Soni said that there is a need to have an alternative to TAM, which is why Broadcast Audience Research Council (BARC) is underway: “We have had several meetings with the Indian Broadcasting Federation on BARC. I have had four meetings (from 2010-12).”

     

    Asked if she thought a tighter regulatory mechanism needs to be evolved to check such discrepancies in future, the minister said, “There have been  suggestions for setting up regulatory bodies for content, and to censor realty shows, but the government is against any strong regulatory mechanism and we are for self-regulation.”

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • But there is a cautious optimism among industry players as far as ad spends in the medium is concerned

    Industry welcomes DAVP plans to embrace digital with cautious optimism

    By A Correspondent

     

    Directorate of Advertising and Visual Publicity (DAVP), the multi-media advertising agency of the Government of India, in its Annual Report 2011-2012 stated that out of the total value of advertisements released by DAVP, 15 per cent goes to small newspapers, 35 per cent to medium newspapers and 50 per cent goes to big category of newspapers. DAVP also has an audio visual wing which undertakes various advertising or publicity campaigns through various other multimedia vehicles like the television, radio, out of home and now even the internet and mobile.

     

    In what could be a shot in the arm for the digital industry, DAVP has been conducting pilot projects on websites and through SMSes. According to DAVP’s Annual Report 2011- 2012, 33 of India’s top websites were empanelled for releasing advertisements. In addition to this, more than 110 advertisements via SMSes were also sent.

     

    Rajan Anandan

    According to Mr Rajan Anandan, VP and Managing Director, Google India: “This is a welcome development for the entire digital advertising industry. With over 120 million Internet users in the country, digital is already the third largest advertising medium in terms of revenue in the country. It’s too early to talk about the impact, but it’s definitely a step in the right direction as the overall marketing/advertising approach is making a shift to being more accountable and measurable.”

     

    In fact on July 26, The Sectoral Innovation Council by the Ministry of Information and Broadcasting submitted a list of recommendations to the Minister of Information and Broadcasting, Ms Ambika Soni. One of these recommendations stated: ‘New Media should be utilised for media campaigns by the government’. In addition to this, it also recommended that ‘E-mode transactions should be a priority for the functions of DAVP, RNI, CBFC and licensing activities of the Government for ensuring transparency’.

     

    Arpan Chatterjee

    Mr Arpan Chatterjee, online media professional and consultant with webdunia.com noted: “This is a logical extension by DAVP to focus on digital media, which is generating a critical mass in the country. It is to be noted that DAVP started digitization of its own system of issuing release order and payments to media companies over a year back and the fact that it is now looking at digital media more seriously was only a matter of time. DAVP’s move to enter the digital media will only add to the importance of the digital medium, but how it uses the medium is something one has to wait and watch. DAVP ads can also help create certain guidelines for internet advertising in India, which currently is self-regulated.”

     

    Even before these recommendations were made by the Sectoral Council, the IAMAI (Internet & Mobile Association of India) is said to have lobbied hard to bring a shift in the government’s approach towards digital media. The IAMAI is also said to have played a key role in getting the mobile SMS aggregators empanelled.

     

    Dr Subho Ray

    Dr Subho Ray, President – Internet & Mobile Association of India (IAMAI) explained: “Today with 100 million internet users and growing every day, digital is the most cost effective way to reach out to youth and, through them, their parents. The engagement with internet and mobile of the youth is very deep and the relevance of the message too gets transmitted on this medium. Young urban voters aged between 18 and 35 are a major constituency today for all political parties. And the internet, whether through mobile or PC, has surfaced as the best medium to reach this group.”

     

    DAVP recently revamped its website with an aim to make it user-friendly, it has also adopted digitization by issuing release orders and payments to media companies online. In fact the Ministry of Tourism is said to have been one of the early adapters and a large advertiser online. While these developments also show the government’s willingness to use digital, nevertheless what remains to be seen is how effectively the medium is used by the government in the long run.

     

    Mr Gyan Gupta, CEO, Dainik Bhaskar Digital Division pointed out that although these are good recommendations and a welcome step, it all depends on how much DAVP is willing to spend on digital. Just like any other medium, digital too needs a sizable ad spend: “DAVP has started this process last year and the trial is still on. Although this is a fantastic move, the question really boils down to how much is the government willing to spend on digital? What will be the ad spend from DAVP on digital? Digital today has become the third largest medium with increasing reach – it has become a medium which cannot be ignored. But, if the government is not willing to spend a sizeable amount or if each publisher does not get a decent money or ad revenue then it is not worth it, it will be irrelevant.”

     

    Mr Gupta too had a set of recommendations for the DAVP, which is said to have had a consensus among the other local language publishers: “First, they have to look at the categorization of the website very clearly and second, DAVP must also ensure that enough volume of advertisement is pumped into digital.”

     

    Now that more and more people are gaining access to the internet and spending more time online, not just in urban but also in rural India, perhaps the government has realized that it is a medium it can no longer ignore. With the 2014 general elections fast approaching, the government is expected to increase its advertising spends in order to showcase its achievements and with the Council’s recommendations to use digital, the government could well use digital extensively to reach out to the youth.

     

    Mr Upen Rai, Director, Times Internet Ltd, observed: “By bringing digital publishers into the DAVP fold, the signals are very clear from I&B ministry that it is digital all the way. With e-filing of taxes and other e-govt frays including Passport Kendras, it was a matter of time! Next stop would ideally be its relevance to general elections, yes this time around social, and digital will play a large part… Watch out for this space…”

     

    The 2009 Lok Sabha elections or general elections saw political parties advertising online and the next general elections could well see political parties further increasing their spends online.

     

    BG Mahesh

    Mr BG Mahesh, Founder and MD, Oneindia.in said: “Considering the contribution of Government ads in Print and TV channels, if the similar importance is given to the digital medium, it will be a very good sign for the Digital industry. It will not only fuel the higher growth rate for the digital industry, but will also provide the government a better connect with youth of country who spend a lot of time on Internet. Furthermore, if DAVP also extend the digital spends to mobile internet, the reach would be much broader as today phones with internet connections, or smart phone, start from as low as Rs5,000 and their dependence on electricity is very less as compare to desktop/laptops.”

     

    So, how would the youth of today react to government advertisements? Will it have any positive impact on them? Ms Chhaya Balachandran Aiyer, CEO and MD, BCWebWise said: “Awareness will increase, and we can pave the way for a betterIndia. We will see more open forums, debates and discussions. There are perils of uncensored content, at the same time, and this is something India needs today.”

     

    Chhaya Balachandran Aiyer

    So, while the industry has welcomed the Sectoral Innovation Council’s recommendation that the Government must utilise the new age media for its media campaigns, there is a cautious optimism among industry players as far as ad spends in the medium is concerned.

     

    Mr Anurag Gupta, MD, DGM India stated: “Government spending should be seen in the same light as spending by any brand. A marketer spends his monies where the users are, and if users are online then the best way to reach them is by advertising online! Any online media consumer whether it is youth or the older people will react to online advertising by the Government in pretty much the same manner as they would seeing the same ad in print or on TV.”

     

    Anurag Gupta

    Nonetheless if the government approves of these recommendations and does increase its digital ad spends, it would be a major boost for the entire digital industry particularly for increasing the digital advertising revenue. Currently, DAVP ad spends seem majorly skewed towards print and, to an extent, even television. However as the government increasingly uses the new age medium, what kind of implications digital advertising may have on DAVP ad spends only remains to be seen.