MxMIndia

Tag: Indian Society of Advertisers

  • The Indian Society of Advertisers chairman on how the absence of a currency will adversely impact the TV trade

    We can’t be without a measurement system: Hemant Bakshi, ISA Chair & ED, HUL

     

    What appeared to be a quiet start of the year emerged as an action-packed one as the ghost of the TV measurement scare emerged yet again with the Union Cabinet approving guidelines on television audience measurement issued by the TRAI.  Hemant Bakshi, Executive Director – Home & Personal Care of Hindustan Unilever (HUL) and Chairman, Indian Society of Advertisers (ISA) spoke with Shobhana Nair on how no measurement system is no good for the ecosystem, and the television sector in particular. The ISA, it may be remembered, had opposed the stand of several broadcasters who had unsubscribed from TAM last year. Excerpts from an interview with Mr Bakshi

     

    The danger of no measurement system hangs on the industry again though the reason is different this time around. How have you thought of handling it as the ISA Chairman?

    Firstly, it has just been announced and we need to get clarification on exactly how it is going to be amended. We are trying to figure that out right now. Meanwhile, ISA’s position on this remains the same that we do need a robust measurement system and I think the guidelines will help us get that. In the short term, we can’t be without a measurement system because ratings are the currency with which we buy television and the absence of the currency will affect the industry. We want to avoid that scenario at any cost.

     

    Have you discussed the situation with other members of ISA and what is a possible solution that has come out?

    I think we will come to conclusions but, as I said, right now we need to understand the details of the guidelines on how things will pan out, etc. And we are working on it.

     

    What are your thoughts on the guidelines by TRAI for TV Rating Agencies? Do you think it is a good attempt to create a manipulation-free environment?

    I haven’t seen the guidelines fully, so I don’t want to comment on it.

     

    BARC has many months before it becomes operational, what is on your agenda to speed up things there?

    BARC has already been working quite well and the progress has been outstanding. We need to keep in mind that to create something of this nature takes time and can’t be done overnight. Having said that, the work on BARC is at a good pace.

     

    After everyone came to an agreement last year on the need for a television audience measurement, we still have many  sections in the industry against TAM…

    I think we should look ahead and not look back. Going forward, the three bodies (IBF, ISA & AAAI) are working together through BARC to create a ratings system which will be acceptable to everyone. I think we should put all our energies in that.

     

  • Global industry captains discuss opportunities that exist in adverse business conditions at the ISA conference

    Light at the end of the VUCA tunnel

     

    By Fatema Rajkotwala

     

    It’s a VUCA, VUCA world. Indeed. Even as former Procter & Gamble chairman and managing director Bharat Patel may have made light of the acronym with the lyrics of a famed Shakira song, almost all of the 350-odd delegates at the inaugural Indian Society of Advertisers (ISA) Global CEO conference held on Wednesday were in agreement that the prevailing times were indeed VUCA – Volatile, Uncertain, Complex and Ambiguous.

     

    Unilever’s Global CEO Paul Polman was chief guest at the day-long event which had “Navigating through a VUCA World” as its theme. Mr Polman urged business leaders and marketers present to shift their focus to undeniable international struggles through corporate responsibility. Acknowledging the power of the internet, he stated how the concentration of wealth from few was now passing on as power to many as consumer connectivity has increased and being discovered by the youth.

     

    R Gopalakrishnan, Executive Director, Tata Sons led the conversation with his illustrative presentation titled “India’s VUCA Moment”. Manu Anand, President, India and South Asia, Mondelez International Managing Director, Cadbury India and Ravi Kant, Vice Chairman, Tata Motors spoke in the pre-lunch session. Later, Marten Pieters, Managing Director and CEO, Vodafone India addressed the gathering, followed by a panel discussion moderated by Sunil Kataria, COO, Sales, Marketing and SAARC, Godrej Consumer Products Limited with stakeholders Sanjay Behl, CEO, Raymond representing advertisers, Kirthiga Reddy, Director, Online Operations and Head, Facebook India from the new media and Ashok Venkatramani, CEO, MCCS from the traditional media side. Before the Polman session, Pawan Munjal, MD & CEO, Hero Motocorp shared his approach and attitude to business in his talk, “Taking Risks in a Volatile World”.

     

    Meanwhile, Hemant Bakshi, ISA Chairman and Executive Director, Home & Personal Care, HUL, expressed satisfaction with the Global CEO Conference. “We hope to make it an annual affair, and see greater participation in the years to come,” he said. Paulomi Dhawan, Chairperson, Events Committee and Treasurer of the ISA attributed the success to the emphasis on content and the speakers.

     

    For the record, the ISA was established in 1939 which aims at safeguarding and promoting the interests of organizations involved in Indian advertising, marketing and media industry. Today, the association consists of 160 members of small and large advertisers in the country.

     

    First half sessions:

    With the population growing steadily, which translates into new consumers and newer markets, while resources are limited, and even though India’s growth rate is slow, it is comparatively better than that of Europe or USA. In an increasingly globalised and boundary-free market, digitization is unleashing forces that are significantly changing the game. In such a setting, a changing market is the new normal and presents huge opportunities for businesses.

     

    So, is the Indian market and are Indian companies new to a VUCA environment? How real is the Indian downturn or recession with simultaneous stories of companies growing? What adaptive measures need to be taken by businesses in their leadership and business models in the current times? Instead of deploying defensive strategies, how can companies gain a competitive advantage in such a scenario? Hemant Bakshi Executive Director, Home & Personal Care, HUL and Annurag Batra, media entrepreneur and Editor-in-Chief, Exchange4media group threw light on the chosen theme and set the context for the sessions for the day.

     

    R Gopalakrishnan, Executive Director, Tata Sons argued that VUCA has always been a reality for India and that technological response has kept pace with a constant delta, while it is human adaptiveness that takes time to change. He urged audiences to focus on the implications hereof by developing three insights and observations with the help of examples. “We’ve always been a VUCA country and now our moment has come. That is why Indians are successful entrepreneurs.” In terms of practical implications, he listed out, “We’ve forgotten to look back at nature. We have been programmed to achieve efficiency whereas nature works at effectiveness. We also need to rediscover intuition to make important decisions as a faculty that would be foolish to ignore its role in a VUCA world, as rationality can bring you this far. We need to invest in market and consumer research and face competition with élan.”

     

    Manu Anand, President, India and South Asia, Mondelez International Managing Director, Cadbury India took the floor next for his talk on “Reigniting Growth in an Economic Slowdown”.  Mr Anand led his speech with the backdrop of how in an economic downturn demand for products decreases, inflation and commodity costs are high which leaves companies two routes – Either buckle down and cut costs or look at this market as an opportunity and ride the wave. Acknowledging that there is no right way and a combination of both can be done, he discussed Mondelez’s growth story during the 2008-2010 slowdown to highlight what techniques worked effectively for the company.

     

    Finding a balance between where to selectively reduce costs and where to invest for the future; increase brand investments with a focus on master branding and the lead brand propositioning; create innovation pillars by launching new categories through different brand portfolios and focusing on your people, customers and stakeholders – these are some insights listed out by Mr Anand. “There needs to be a greater reliance on intuitive based decision making in a price expectation sensitive market such as India, VUCA times present high opportunities. It would be a mistake to make no change in management models or on the other extreme, to make aggressive investments.” To sum up, during a downturn, management leaders were asked to switch off their auto-pilot business model, keep a check on cash flow, focus on strengthening core business portfolio, increase revenue speeds, and most importantly, exploit and not waste a downturn to emerge stronger and leaner.

     

    “Leading Business in the New Reality” by Ravi Kant, Vice Chairman, Tata Motors addressed the topic by peering into the past and see how companies have navigated through it. Citing Tata Motors’ example, he stated that the company has moved its business model from hierarchial to cross-functional; from vertically integrated o outsourced; from centralized to poly-centric, from a purely Indian market to one that gets up to three-fourths  of its business from outside the country. “Any change happening in the transitional or contextual environment will have an impact on your business. The new reality is that of high uncertainty with natural disasters no longer being rare events; complexity due to globalization presenting diverse demographics or climate changes; and rapid changes in industries within a span of the last 10 years.”

     

    As solutions, Mr Kant offered the following advice, “Companies that are quick to self-check, able to experiment and collaborative are the ones that grow profitably in such times. Predictive analysis helps in giving short-term insights and with the help of technology and available data, the power of analytics and anticipation gives time to face situations better. Innovation is key to keep you going, to gain market share or within internal processes. Finally, collaborate because in today’s times, no company can do anything without networking, integrating or information-sharing.”

     

    Second-half sessions

    Shedding light on the cut-throat industry of telecomm operators, Marten Pieters, Managing Director and CEO, Vodafone India took on a positive approach in his presentation titled, “Not every Consumer has Sealed her Wallet: Finding New Pockets of Growth”. Sharing simple rules that helped Vodafone prosper in the economic slowdown, he pointed out, “As business professionals, we have no other choice but to embrace the change. As a marketer or advertiser, make VUCA a friend, instead of a foe.”

     

    In the Vodafone context, he shared marketing mantras that worked. His key pointers were – 1. Understanding your customer better – our future customer is already with us. 2. Behaviour change happens more slowly than expected. 3. Business grows by leveraging opportunity not only by solving problems. 4. Acquisition is a must and not optional for brands. 5. Light or infrequent buyers matter. 6. Intensify investments during lean period. “Satisfy consumer needs – customers bend if there is something worth to be picked up. Marketeers tend to get impatient while consumers take time to accept and embrace change. Businesses need to be light on their feet to mine opportunities. During a downturn, brand building can be done while media costs are low. While suggestions for VUCA times may be different for different industries, consumer behavior broadly does not change across categories regardless.”

     

    A panel discussion on the sensitive issue of “Cut Costs, Not Corners: Smart Marketing for Turbulent Times” moderated By Sunil Kataria, COO, Sales, Marketing and SAARC, Godrej Consumer Products Limited. On the panel were reprentatives of three sides – Sanjay Behl, CEO, Raymond, as the advertiser; Kirthiga Reddy, Director, Online Operations and Head, Facebook India as the new media and Ashok Venkatramni, CEO, MCCS from the traditional media side. The panel gave their views on what is withholding open-hearted collaborations between the media and marketing fraternities and why has this scenario developed. Some interesting suggestions for a VUCA world that emerged from the conversation was of the need for more responsible marketing due to marketing spends being one of the few operational costs that is based on speculation and a plethora of choices. ‘Personalization of messages ‘was pegged as one of the biggest themes leveraged by marketers. CSR moving to BSR, that is, Brand Corporate responsibility was yet another interesting insight by the panelists.

     

    Sharing the brand’s success story, Pawan Munjal, MD & CEO, Hero Motocorp shared his approach and attitude to business in his talk, “Taking Risks in a Volatile World”. As a pioneer brand in the category that has reached international markets, Mr Munjal shared Hero’s VUCA times. “VUCA is equal to Opportunity. We at Hero, believe in disruption. A clear and steadfast vision will be the anchor that will bring order to chaos and help you make the right decisions in the interest of your stakeholders and consumers with resolve and confidence. It is important to have a mindset of anticipation and embracing change within the organization. Ensuring flexibility is key to diversifying risks. Lastly, courage and unflinching belief will help you through any uncertain times.”

     

    The Polman Session

    Paul Polman, Global CEO, Unilever shared his eye-opening and inspiring viewpoints on “How Responsible Business Models Can Help in VUCA Times”. Looking beyond short-term ROIs or pricing strategies, Mr Polman took on a human stance at viewing the current global scenario. Citing global realities of lack of food or sanitation for a large part of the planet’s population, or the European slowdown or the political upheaval in Syria – Mr Polman urged business leaders and marketers to shift their focus to undeniable international struggles through corporate responsibility not just as an obligation but as a business idea.

     

    Acknowledging the power of the internet, he stated how the concentration of wealth from few was now passing on as power to many as consumer connectivity has increased and being discovered by the youth. “If you can get an ingrained political regime out of government in 17 days, you can out a company within nanoseconds. If a political system doesn’t work, trust in businesses also goes down. This is an end of the era of abundance. Transparency can be built only on trust, which will lead to prosperity. This is a unique moment for mankind. As businesses, we have to become solution providers and not just by-standers in the system that helps us grow. It’s time marketers run ahead instead of behind and look at mainstream corporate responsibility. The biggest tool you have as a marketer, is to build your brand to build trust. Give brands a social mission and purpose as a changed business model or become isolated.”

     

  • Get the mantras to navigate a volatile, uncertain, complex and ambiguous world, says the Indian Society of Advertisers chairman

    ISA Global CEO conf to help face VUCA world: Hemant Bakshi

     

    It promises to be the mother-of-all media and marketing conferences. The Indian Society of Advertisers (ISA), the apex body of advertisers in the country, is hosting a global CEO conference on October 30, 2013 at the Leela in Mumbai. The theme is ‘Navigating a VUCA World’ and a galaxy of speakers including Unilever’s global CEO Paul Polman are scheduled to speak. Mr Polman will be in conversation with Bajaj Auto chairman Rahul Bajaj.

     

    Other speakers at the event will include R Gopalakrishnan, Director, Tata Sons; Manu Anand, President – India & South Asia, Cadbury India; Marten Pieters, CEO, Vodafone India; and Ravi Kant, Vice Chairman and Former Managing Director, Tata Motors, Pawan Munjal, MD & CEO, Hero Motocorp, Shantanu Khosla, MD, Procter & Gamble India and Prabha Parameswaran, MD, Colgate-Palmolive amongst many others. One of the goals of the conference is to find out how organizational processes and practices need to be recast to deliver to this new VUCA (Volatile, Uncertain, Complex and Ambiguous) world.

     

    Hemant Bakshi, Executive Director, Home & Personal Care, Hindustan Unilever and Chairman, Indian Society of Advertisers spoke on the theme of the conference and his expectations.

     

     

    The ISA CEO-fest

     

    Over 300 delegates are expected to attend the conference, informed Paulomi Dhawan, Chairperson, Events Committee and Treasurer, ISA. For Ms Dhawan, the conference is a culmination of two months of hectic activity. And very little else.

     

    Asking global CEOs to come in and speak comes with its share of requirements. Explain to each of them (and possibly their office) what the entire is thing all about and the topic chosen for them, etc etc. But now that the curating is done, and the key sponsor is in the form of Star India, the emphasis for Ms Dhawan is to ensure it all goes off smoothly.

     

    The day will begin with a talk on ‘Leadership and Managing Human Capital in Turbulent Times’. The next session is themed ‘Reigniting Growth in an Economic Slowdown’ followed by a panel discussion On ‘Cut Costs, Not Corners: Smart Marketing for Turbulent Times’moderated By Sunil Kataria, COO, Sales, Marketing and SAARC, Godrej Consumer Products Limited. The panelists include Himanshu Kapania, COO, Idea Cellular; Sanjay Behl, CEO, Raymond; Kirthiga Reddy, Director, Online Operations002C and Head, Facebook India; KBS Anand, MD & CEO, Asian Paints; Shantanu Khosla, MD, Procter & Gamble India and Prabha Parameswaran – MD, Colgate-Palmolive.

     

    Post-lunch, sessions on ‘Why Businesses Must Factor in Economic Cycles’ by Ravi Kant, Vice Chairman, Tata Motors with Siddharth Mukherjee, Director - Chocolate Category and Media, Cadbury India Limited.

     

    There on, a session on ‘Not every Consumer has Sealed her Wallet: Finding New Pockets of Growth’ will be conducted by Marten Pieters, Managing Director and CEO, Vodafone India. The session will be chaired b Narendra Ambwani, Director, Agro Tech Foods Limited.

     

    Later, Pawan Munjal, MD & CEO, Hero Motocorp will speak on ‘Taking Risks in a Volatile World’. The last session of the day will be on’How Responsible Business Models Can Help in VUCA Times’ by keynote speaker Paul Polman, Global CEO, Unilever. This will be followed by a conversation that Rahul Bajaj, Chairman, Bajaj Auto will have with Mr Polman.

     

    The inaugural Global CEO conference has an impressive line-up of speakers. What does the ISA hope to achieve from the conference and the theme chosen?

    The ISA has been around for a long time to ensure that the interest of advertisers – large and small – has been taken care of. For us, the mandate of this conference is two-fold. As businesses and the economy face a slowdown, we want to ensure that advertisers can benefit from advice to make sure that our business is stable and strong. In difficult times, you question every line and component in your business and marketing investments make a large component of this whole. How to get the best return on these investments is the second area we will be focusing on. Therefore we thought that we need to get the best of global CEOs in one place to share their experience and wisdom.

     

    VUCA was a term coined in the 1990s by the United States military. Given that we live in volatile, uncertain, complex and ambiguous times, does the current market scenario require a different kind of leadership?

    Yes, the term has trickled into the world of business and it tells you that in a world which is VUCA your long-term visions and business goals need to be clear but don’t lock yourself into a rigid plan to achieve that destination. If you have a broad understanding of your past and you know where you’re headed then you will be able to be much more agile, consumer-centric and evolve your strategy as you go along. Flexibility and nimbleness are crucial because the strategies that may have worked in the past when change was certain and slow, may not work in the future.

     

    VUCA also talks about the need for awareness and responsible leadership. Apart from addressing marketing needs and optimizing ROI, how will the theme be made applicable for the advertiser ecosystem?

    In difficult times like these, we can no longer be in an ivory tower and focus on building brand equity and creating great advertising while our consumers are suffering and the business is struggling. It is important that as marketers, we play a role that goes beyond just marketing. Next, it is also important that in such an environment, marketing is done responsibly. The resources that our planet has are getting scarce and if we keep doing things like we have in the past, sustainability will become a serious issue for consumers. We are going through a business cycle of slowdown right now, but what we need to do in this difficult time is to prepare for the future and it’s important to get a much more holistic view of marketing.

     

    Media vehicles worry that the fallout of a VUCA world is a cutback on spends and pushing down prices. Is offering discounts and giving more value for money a key fallout of such a market scenario?

    That would be a myopic and conventional view of looking at the current scenario. We have observed that brands that build equity during such times reap benefits once the economy starts growing again. If we all start cutting price and promotions, it may benefit in the short run but not in the long term. At the conference, you will see a lot of our leaders talk about how you can cut costs, take risks and reignite growth as well as get consumers to get better value of what’s going on. The conference hopes to highlight alternative strategies that can be used in this period.

     

  • Top Indian captains to speak at global CEO conference organized by the Indian Society of Advertisers (ISA)

    ISA to host Global CEO conf with Unilever big boss Paul Polman

    By A Conference

     

    There are conferences and conferences, but this one could well be the mother of them all. The Indian Society of Advertisers, the apex body of advertisers, is hosting the first ever global CEO conference on ‘Navigating a VUCA World’ on October 30, 2013 at The Leela in Mumbai. The goal of the conference, as per a communiqué, is to sharply dissect the tough times we are facing in the current economic situation, and to find out how organizational processes and practices need to be recast to deliver to this new VUCA (Volatile, Uncertain, Complex and Ambiguous) world.

     

    Paul Polman

    Paul Polman, Chief Executive Officer of Unilever, will be the keynote speaker at this conference. Other key speakers at the event will include R Gopalakrishnan, Director, Tata Sons; Manu Anand, President – India & South Asia, Cadbury India; Marten Pieters, CEO, Vodafone India; and Ravi Kant, Vice Chairman and Former Managing Director, Tata Motors.

     

    Said Hemant Bakshi, Chairman, ISA, and Executive Director, Home & Personal Care, Hindustan Unilever, on the intent of the conference: “We truly live in the VUCA world, where things have become more volatile and uncertain. That’s one issue ISA needs to deal with and help companies understand the principles they need to follow in a changing uncertain world.”

     

    The ISA is organizing the conference in in partnership with exchange4media.

     

  • Janet Lee, a veteran in the advertising and professional training industries, will conduct the intensive five-day residential programme

    AFAA’s programme to turn young talent into achievers

    By A Correspondent

     

    The Asian Federation of Advertising Associations (AFAA) is launching its first-ever Fast Track Professional Excellence Programme, which aims to re-orient young professionals build on their basic skills in marketing and advertising.

     

    The Advertising Council of India (ACI), whose members include Indian Society of Advertisers (ISA), Advertising Club Bombay, Advertising Agencies Association of India (AAAI), Indian Broadcasters Foundation (IBF), India Chapter of the International Advertising Association (IAA) and Standing Committee on Advertising (STACA), will be sponsoring four young professionals on an all-expenses-paid trip to Malaysia where the inaugural programme will take place between September 3 and 7, 2012.

     

    Janet Lee, a veteran in the advertising and professional training industries, will conduct the intensive five-day residential programme.

     

    “This holistic training programme is aimed at identifying young talent and converting them into potential leaders. I believe they would emerge from this program far more productive and happier. They will receive a truly international experience with exposure to industry leaders.” explained AFAA Chairman Pradeep Guha.

     

    To participate, young professionals (below 35 years of age) with a valid passport, and at least five years’ experience need to send a brief note, not more than 75 words on what they feel is wrong with their industry and more important what they could do to solve it, along with particulars of themselves to acifastrack@gmail.com.

     

    Short-listed candidates would be interviewed by an ACI panel and four professional will be chosen.

     

     

  • The genuine fear is that the BARC initiative will again slow down or worse – get delayed due to lack of clarity or infighting amongst the associations/players

    By Invitation | Atul Phadnis: Will TV measurement in India finally get its logical direction?

    By Atul Phadnis

     

    In March this year, three industry associations that have a significant say in television broadcast and TV advertising jointly announced a new chapter in the TV Ratings Measurement initiative. Broadcast audience Research Council (BARC) is the joint venture that has been in discussion, for the longest time, between the three stakeholder associations – Indian Broadcasting Foundation (IBF), Indian Society of advertisers (ISA) and the advertising agencies association of India (AAAI) to measure nationwide TV audience viewership. BARC has taken birth where a lot of earlier industry initiatives have failed to take off – hence, a lot of folks (including me) are watching these events very closely and curiously.

     

    Yes. There are cynics who doubt whether the BARC initiative will be able to streamline the industry ambitions for a wider and robust TV audience measurement thereby recasting/enhancing the offerings of the current ratings provider – TAM Media Research (a joint venture between Nielsen and Kantar-WPP).

     

    The genuine fear is that the industry initiative will again slow down or worse – get delayed due to lack of clarity or infighting amongst the associations/players. It’s a legitimate concern based on what we have seen in the past. In fact, the recent announcement has been possible only when a formula for compromise was reached after months of stalemate on the BARC shareholding and composition of its board.

     

    The genesis of the industry initiative that has now taken birth as BARC has in its vision the Rs329 billion TV industry that to a large extent depends on ratings and viewership information for key decisions, growth and business. So what are the key expectations of the industry that should get addressed if BARC is the answer to the TV industry’s call on TV Ratings?

     

    1. The Burden of Transparency

    For years now, TAM has been criticized, publicly and privately, for alleged opaque policies relating to aspects such as third-party audits, pricing, technology R&D results and panel performance KPIs. as is the case with any competitive industry bustling with cut-throat competition, rumor mills and conflicting agendas of different players, the transparency burden had been conveniently dumped on TAM. after all, we do see from time-to-time the so-called ‘open letters’ that certain channels would send out to TAM asking for explanations on why their blockbuster programs did not do well in terms of TRPs. Irrespective of where the answers for failure lie, these occasions, nonetheless, cast all sorts of aspersions on the trading currency and are hardly constructive. I haven’t seen a single such instance over the last decade produce any positive reaction – either in providing more answers on causality nor a bettering of the ratings system. and these instances surely can’t be healthy for the industry that has dependencies on advertising that in turn needs TV measurement.

     

    It’s high time the industry associations, perhaps via BARC, put their necks on the block and take frontal onus and responsibilities on transparency elements that will boost confidence on TV Ratings. Not only will this sharing of burden save the industry the blushes in front of the advertisers, it will also have a correctional effect with the routine debates being laid to rest. Hopefully, BARC is able to bring in transparency by defining deliverables and quality parameters clearly to the Ratings vendor(s) in the new scheme of things.

     

    2. Evolving data reporting policies

    Transparency in KPIs will also have an effect on how TV ratings data should be reported in our industry. There are a host of mature markets, in particular theUK, that have a threshold viewership criteria for TV program ratings to meet; if those numbers have to be reported in the weekly data. This ensures that viewership estimates for very small channels and very niche programs inside very small market groups are not reported. However, in our market, if the 700th channel gets launched tomorrow, TV ratings for that channel for very small markets and microscopic audience definitions will be available. Lack of industry understanding and consensus has stopped from any policy to take shape and solidify in this specific issue. This, in turn, has led to a sad saga of inexplicable rating fluctuations for specialist channel genres in small markets/ audiences. With the BARC coming in, certain wise old men (and women) can roll out this policy of releasing viewership numbers of only those channels and programs that are in the permissible and acceptable error level range.

     

    3. Structural changes in panel construction

    The methodology for TV Ratings in India- especially the way panel homes are selected from a neighborhood has remained largely the same. The criteria is defined through Primary Control Variables, a system to carve out quotas of what sort of homes should be selected to enter the panel. However, the dramatic changes that have occurred in the last 5 years – that of DTH now forming a large part of the TV universe – requires the Primary Control Variables to reflect an acceptance of that new reality. Earlier, say 8-10 years ago, cable monopolies in a neighborhood within an area, city or town ensured homogeneity of received signals in spite of the heterogeneity of viewing. That signal homogeneity within the neighborhoods would ensure that thousands of homes within that area would receive the same input from their cablewallah into their TV sets. Today that cable structure lies shattered wherein one single neighborhood would have the cablewallah’s analogue signal in certain homes, his digital (CAS) box in certain households as well as scores of homes with DTH connections from 7 DTH providers.

     

    Now layer this information on the specific channels or channel packs subscribed by DTH or Digital Cable viewers – and you have a distribution complexity that snarls into existence, dramatically affecting TV viewership. This distribution factor needs to be well modeled inside the Primary Control Variables to construct the panel. It is not there at the moment and neither has there been an active industry debate on how to bring newer factors such as these into the panel construction/ panel design exercise.

     

    4. Critical Measurement/ Panel Decisions (including R&D, Technology)

    Consumer patterns of TV consumption are dramatically changing with the advent of set-top-boxes, recorders, mobile TV, and so on. Viewing is also happening when people are on the move rather than only in-home TV viewing. In India, ratings are reported only for in-home TV viewing. TV consumption on mobiles, tablets, IPTV, computers or outside-of-home is unmeasured. If these new patterns need to be measured, a significant emphasis would be needed on R&D. This R&D and Trial Panels have to be budgeted by a vibrant industry determined to capture every viewing instance so as to analyse and eventually monetize those audiences. It would be a disappointment and a terrible waste if BARC did not have this early in its agenda.

     

    5. TV Measurement Vision

    It might seem unbelievable but it is true – the largest customers and users of TV ratings info today do not have a common goal or vision for the future of TV measurement in our market. Issues such as Rural versus Urban, increase coverage vis-a-vis better representation, upscale versus mass-market – would find distinctly different views within the industry. In the absence of a common vision, the strategy to expand, enhance, improve the measurement system is clearly not going to be very effective. With a forum like BARC, the attempt should be to collectively define the vision as well as the timelines and path to attaining that goal by mobilizing opinion and the industry war-chest. This is, perhaps, the most crucial aspect of the success or failure of BARC, the failure of which would risk reducing this initiative into a rudderless and spineless wonder.

     

    6. CPM versus CPRP

    In the last few years, broadcasters have tried, albeit unsuccessfully, to correct a long standing trading currency aberration in our industry. While the world uses CPMs (Cost per thousand ad impressions) to price benchmark TV ad inventory, our market has erroneously got locked into CPRPs (Cost Per Rating Points) – thanks to the myopic vision of media agency AORs of the 90s. While the entire industry (including media agency heads who publicly oppose change but privately admit its fairness) wants transition to the correct trading currency, the longstanding question has been who will do it first on both ends – advertisers and channels. Perhaps with BARC, the opportunity is in planning that roll-out as a coordinated industry action.

     

    7. Redressal Forum

    One of the biggest opportunities for BARC is to streamline the custom arguments, debates and requirements that individual players have on TV ratings into an ever evolving bucket of policies. In the current scheme of things, individual players have their differences with the TV ratings company, but not really have an escalation route to get their views heard. These issues range from pricing (dis)parity to use of raw data to choice of ratings software to conflicting TAM’s policy of not selling their data to certain client categories. Perhaps the most common arguments relate to unexplained fluctuations and peaks-troughs in the ratings data.

     

    BARC would be better served to pursue an approach built on open, transparent debates and a clever commercial policy in such instances that might see lesser open issues but greater revenues into the industry kitty.

     

    Summing up…

    The above piece is my attempt to get a constructive dialogue out in the open on a matter that deeply concerns TV Media professionals cutting across organizational lines. I personally have tremendous respect for professionals in this stream including those within the TAM Executive team as well as the industry folks driving the BARC initiative. It is my sincere hope that a constructive dialogue followed by clear and rapid forward actions by stakeholders leads to the World’s finest and biggest TV measurement initiative! amen…

     

    Atul Phadnis is Chief Executive, WHAT’S-ON-INDIA

     

  • Discussions on digitization (& how it could impact the sector) dominated the three-day FICCI-Frames 2012 last week

    Counting on digital to be M&E’s trailblazer

     

    @FF12: Day 1: Digital attracts ‘desirable’ status
    on Day1
    @FF12: Day 2: Seamless blending with traditional mediums – a big want!
    @FF12: Day 3: Industry expects thoughts to lead to pertinent actions
    @FF12: Takeaways: Digitization rules the roost @FICCI Frames 2012

    By A Correspondent

     

    Those familiar with the going-ons at FICCI Frames would testify how an infatuation gets displayed by delegates at the event each year so as to summarise the mood of the convention even before it broadly takes off across the three days that it is entitled to. But probably, the setting was a bit different this time around when the delegates – joined in unison by the media – were running ballroom to ballroom trying to ingest giveaways that were being thrown up abundantly across several sessions. May be, it was a year where each day had something new to offer to the delegates that kept them at tenterhooks throughout the 3-day event. And going by the loud decibels that were being emanated across every nook and corner of the venue, it was evidently clear that there was some motivating factor that was driving the gathering to go on an overdrive spree.

     

    The organisers of FICCI Frames 2012 have every right to take credit for coming up with a theme around a medium that attracted the attention of one and all. Having kept it on the sidelines till last year, digital was finally given its due at the convention as experts, authorities and enthusiastic youngsters came face to face to deliberate and come up with outcomes that would redefine the way the consumers consume the medium. From television to print to films and even radio, digitisation and the benefits and effects it would cast on these sectors were discussed in length at the venue. In fact Star India CEO Uday Shankar in his keynote address didn’t hesitate in thanking the FICCI committee for putting across a theme that would go on to redefine the way the industry functions in the future.

     

    What was apparently clear through the various sessions at the convention is that with the nearing of date for total digitisation across key metros by June 30 2012, and then across the country by 2014, broadcasters had to relook their distribution and content provision models so as to keep the consumer at the heart of every shift that will transpire in the future. Emphasising on the current digitisation scenario in the country, Mr Shankar said, “Most of the discussions that I have participated in are still around whether digitization will happen and if it indeed were to go through, how chaotic it would be. But all these are meaningless discussions triggered by a bunch of retrograde interests who are living in denial.” According to Mr Shankar, digitisation of distribution is a big reality and the 40-45 million homes that have bought DTH boxes at some point or the other are a conclusive evidence of that.

     

    Shooting back at critics who had doubted whether the makeover to digital would ever be a reality, Mr Shankar said, “To the critics and the cynics who are still wondering whether digitization would happen, my answer is: Look around, it is already happening and the rest of it is bound to happen because even in this country it would be difficult to undo such a momentous shift. To those who wonder how chaotic it would be, my response is that there would be some chaos, but chaos is not necessarily bad if the alternative is status quo or regression. When a transition at such a scale is happening that affects the illegitimate but strong vested interest in certain pockets, then there is an incentive to put up with chaos in the interest of the larger social objectives.”

     

    A broader outlook was provided by a few panellists who said that digitization will come in as a relief for broadcasters who will be benefitted from additional subscription revenue, relaxation on paying heavy carriage fees, and of course providing viewers with a superior content experience – MSOs and cable operators have to quickly respond to the digitization mandate by investing in set-top boxes – the cost that is only possible to recover after four years.

     

    Sounding off the challenges that digitisation would present for the broadcast sector, Tarun Katial, CEO of Reliance Broadcast Network Ltd said that, “For television, it will be a combination of content as well as marketing. The old model which was a combination of carriage and product, as it stands today, won’t work. The business plan which currently has a very high rate of carriage will obviously see the content taking precedence.” And as for content, it will be niche content that will call the shots for broadcasters as according to experts at the convention, niche isn’t niche any more as all niche channels put together command a share that is equivalent to the share of Hindi GECs and the mass channels, so to say.

     

    Perhaps the many advantages that digitisation will have on several mediums was rounded off by Vikram Sakhuja, CEO, South Asia, Group M who said, “The inherent power that digital brings along with it is interactivity and its ability to link multiple devices. Also the ability to enhance real-time consumption of content; linked to that is the entire thing about going mobile.” On the roadmap for the industry, Mr Sakhuja said, “I think integrated media is the best way forward. Today when people think of multimedia planning, they do a separate TV plan, print plan, radio plan, internet plan and so on. I believe that if you actually look at media agnostically and at common metrics of each cost per thousand impressions, these are the ways in which you can construct a media agnostic plan. What it does is, it suddenly gets more money into digital, and when more money can come into digital, that’s when focus is going to come in.”

     

    While digitisation was the mainstay of every discussion, the all-important issue of regulation too was taken up by panellists who chose to have the government respond to the many queries surrounding the topic. Uday K Varma, I&B Secretary, said that “if people at large seem to be happy with self regulation, I think the government would have no problem in legitimizing them. But I think the self regulation mechanism which has been set up by both the news broadcasters and the entertainment broadcasters, they’ll have to really prove it, not to the government but to the people at large.” He was joined in his cause by Prithviraj Chavan, Chief Minister ofMaharashtrawho said that the challenge would be to adopt the regulatory framework to new technology and ensure that over regulation doesn’t kill a good thing. The Chief Minister emphasised on the need for regulation and suggested that instead of the state regulating the media, the medium should look at regulating itself.

     

    The other important announcements that came up at the venue included the soon-to-be-passed Copyright Amendment Bill, the roll-out of the imminent phase 3 radio policy that would steer the growth of the medium and increased government aid for the film & entertainment sector.

     

    New ventures @ FICCI

     

    BARC takes wings

    In between the many promises and hopes that were being doled out at the sessions came the news of the Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) announcing the official formation of a nationwide audience research joint body — Broadcast Audience Research Council (BARC).

    While IBF will have 60 per cent stake in BARC, ISA and AAAI will each hold 20 per cent stake. The Board of the council will have 10 members, six members from the IBF and two members each from the ISA and AAAI.

     

    Discovery Kids to flag off ops in April

    Another important announcement was made by President & CEO of Discovery Networks International, Mark Hollinger who announced the launch of its new network for children inIndia, ‘Discovery Kids’. Mr Hollinger said, “Launching in April, the network will initially be available in three languages – Hindi, English and Tamil. The channel will offer children a fun and entertaining way to satisfy their natural curiosity with stimulating and imaginative programming,” he said. The company plans to roll out the channel inPhilippinesandIndonesialater this year.

     

    Ten Golf tees off

    Taj Television India Pvt Ltd announced the launch of Ten Golf, a dedicated 24-hour golf channel. Ten Golf is the fifth channel from Taj Television India Pvt Ltd and began transmission on March 15, 2012. The dedicated golf channel will showcase a mix of live, non-live and feature programming. The channel will also broadcast live, high quality Golf action from around the world.

    Ten Golf has acquired rights for European Tour and Asian Tour till 2016, and has also entered into partnership with PGTI for three years to telecast the Indian Tour. Further, Ten Golf will be telecasting 400 hrs of golf programming in association with NBC.

     

  • It is an interesting initiative wherein each ISA member can nominate two people under the age of 30 years to experience the highs and thrills of Goafest 2012.

    Goafest launches “Marketing Wizards” for young clients

    By A Correspondent

     

    Keeping up to the promise of a ‘bigger and better; Goafest 2012, the organizing committee on Monday announced the launch of “Marketing Wizards” open to the Indian Society of Advertisers (ISA) member companies for delegates under the age of 30.

     

    Marketing Wizards is an interesting initiative wherein each ISA member can nominate up to two rising stars from their marketing teams under the age of 30 years to experience the highs and thrills of Goafest 2012. This offer is available at a discounted fee of Rs 6,000 only. This amount will covers two nights at a five star hotel, food & beverages, local transportation, seminars, award shows and much more with no further costs.

     

    Speaking about the programme, Arvind Sharma, Chairman of Goafest 2012 said: “This year we are focusing on getting clients to Goafest 2012. We hope to see many more senior marketers and a large contingent of young advertisers at the festival. Marketing Wizards has been created as an initiative to drive young advertisers’ participation and ensure that everyone is aware of what is in store for them at Goafest 2012.”

     

    Mr Sharma added: “There are many firsts for Goafest 2012. The inclusion of SAARC nations, Grand Prix’s across categories. The latest addition, Marketing Wizards, will be an ideal platform for marketers to reward their rising stars. Goafest 2012 will not only help them widen their advertising horizons they will also have a great time at the event.”

     

    Mr. Bharat Patel, Chairman, ISA said: “We welcome this initiative from AAAI & Goafest to increase participation of our members, and specifically their rising stars. Successful partnerships between advertisers and their advertising agencies are fundamental to the success of brands. In many ways, Goafest and the Abbies are a celebration of this success. Equally, they are opportunities for our bright young marketers to imbibe and learn. I believe our rising stars will benefit immensely by actively participating in this opportunity. The ‘Marketing Wizards’ initiative is indeed very attractive and I am sure our members will make the most of it.”

     

    Goafest 2012 is being organized by AAAI and Ad Club Bombay in partnership for the fifth year and will be held from April 20-21 at the Zuri White Sands in South Goa. It will be preceded by an advertising conclave on April 19th. The festival is themed the ‘Magic of Ideas.’

     

    Over the years, specialist areas like Out of Home & Ambient, Design, Interactive Digital Advertising, Direct, and Integrated Advertising have been growing in importance. In recognition of this phenomenon, in 2012, Abbies at Goafest will have provision for Grand Prix in all the nine verticals – the Grand Prix is being introduced in media awards as well.

     

    Advertising Agencies Association of India (AAAI) is the official, national organization of advertising agencies, formed in 1945, to promote their interests. The Association promotes professionalism, through its founding principles which uphold sound business practices between advertisers and advertising agencies and the various media. The AAAI is recognized as the apex body of the advertising industry at all forums – advertisers, media owners and associations, and even government, as the spokesperson for the advertising industry.

     

    The Advertising Club Bombay, incorporated in the year 1954, is arguably the biggest Advertising Club of its kind in the world, and, according to many, also the busiest. It has over 1,400 members drawn from media organizations, marketing companies, advertising agencies and allied professional bodies.

    Click here to view all Goafest 2012 stories