MxMIndia

Tag: licensing

  • In a growth economy, with a vibrant entertainment market and an eager and aware audience, there are many reasons for licensing and merchandising to succeed in the Indian market

    The Anchor: 8 reasons why the licensing & merchandising market holds promise in India

    By Jiggy George

     

    #1 India is a growth economy with a vibrant entertainment market. Television, film and sports in India have a huge audience which creates potential demand for licensed merchandise for brands and icons. Entertainment is also inexpensive in comparison to most markets; eg, you can get access to a plethora of channels for as little as Rs 300 or less a month. So, our audience is aware of brands via content.

     

    #2 Our consuming class is significantly large and have an appetite for licensed brands.

     

    #3 While entertainment licensing with brands like Tom and Jerry, Disney, WWE, Angry Birds, Power Rangers, Ben Ten and Chhota Bheem have an active kids’ audience and is one of the fastest growing segments, sports, fashion, movie and celebrity licensing are also coming to the forefront.

     

    #4 Retail is on the cusp of growth and with FDI opening up, will launch licensing into double digit growth figures in coming years.

     

    #5 With e-commerce growing at its current rapid pace, it is now possible for consumers who are aware of local and international brands, and are fans to buy licensed products on-line even if traditional and modern retail formats is unable to make it available in the towns and cities.

     

    #6 With the economy growing, there is a hunger among OEMs (original manufacturers) and large suppliers/distributors to create their own brand and identity. Licensing is an excellent method of leveraging iconic brands to launch new brands and business propositions.

     

    #7 Franchising is another area of growth which can use licensing models to create differentiated and outstanding offerings in entertainment, restaurants and retail.

     

    #8 Indian consumers are now more open to stating their identity and sporting it on their apparel, accessories and items of everyday use through brands they like, such as Mr Men (with characters like Mr Happy, Mr Strong, Little Miss Sunshine etc), WWE, Superman, Batman, Shrek, Angry Birds and others.

     

    Jiggy George is founder and CEO, Dream Theatre Pvt Ltd

     

  • 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