AMIC 2009: A fresh look at television and radio scenarios
The third day at the Asian Media Information and Communication Centre (AMIC) conference took a look at myriad topics concerning media and its effects. Among them were sessions on ‘Media and Broadcasting’ and ‘Media and the Indian Television Scenario’.
Day 3 at the Asian Media Information and Communication Centre (AMIC) annual conference took up myriad topics concerning media and its effects for discussion. In the session ‘Media and Broadcasting,’ the audience got an insight into the television and radio industry of India, Hong Kong and Sri Lanka. Dr Kiran Thakur, Mudra Institute of Communications Research, India; Asoka Dias, Sirasa TV, Sri Lanka; Mei Ning Yan, Shantou University, China; and Dr Parveen Pannu, University of Delhi formed the panel. Dr Andrew Taussig of International Institute of Communication, UK, chaired the session.
The panel offered varied perspectives on a wide gamut of topics ranging from a study of Indian religious channels with reference to Aastha; community radio in India and Hong Kong to public service broadcasting on commercial television in Sri Lanka. Asoka Dias stressed on the commercial viability and sustainability of public service on commercial television by drawing on examples from Sirasa TV, a free-to-air, terrestrial broadcaster from Sri Lanka. “There is a perception that public service is the responsibility of public broadcasters only. My argument is that public service is the responsibility of all broadcasters, whether state-owned or privately-owned,” he noted. Dias mentioned about a daily discussion programme on Sirasa TV that highlighted the problems faced by Tsunami victims, which earned it respect in addition to ratings.
From Sri Lanka, the audience traveled to Hong Kong with Mei Ning Yan. In her presentation, Yan elucidated the stifling radio policies that were clipping the sector’s growth in the country. “We have 13 radio channels, which are all analog and there are no community radios,” she said. The government, according to Yan, argued that all FM frequencies were occupied and since Hong Kong was small and compact, it already had adequate broadcast services.
Dr Parveen Pannu took an in-depth look at the Indian radio landscape. She observed, “For sometime, radio had been relegated to the background as there was more concentration on television and the Internet. However, now it is making a comeback as it has become an integral part of most people’s daily routine.” Dr Pannu pointed out that liberalisation of policy, convergence of media and entry of private players were some the factors that were boosting the fortunes of the radio industry, particularly FM stations.
She made some interesting observations on the burgeoning community radio and reflected on the challenges of private FM stations that had become too Bollywood-centric.
The next session, titled ‘Media and the Indian Television Scenario’, aimed to highlight the Indian television industry. The audience got a dose of everything – from Constitutional guarantees and threats to freedom of expression to economic compulsion of news content, the growing trend of reality shows and effects of spiritual channels. This panel was also chaired by Dr Andrew Taussig. The panelists included Dr Sundeep R Muppidi, University of Hartford, USA; Dr Kiran Thakur, Mudra Institute of Communications Research, India; Dr Binod C Agrawal, Taleem Research Foundation, India; and Pallavi Majumdar, Amity University, India.
In his presentation, Dr Sundeep R Muppidi spoke about Constitutional guarantees and freedom of expression and the threats from increasing commercialisation and vested interests. Drawing examples from Andhra Pradesh, he explained how media was being manipulated by politicians, advertisers or the channel owners themselves. “Media is used to put across political views and propaganda as well to promote some vested interests. We have seen a conflict of interest with stories getting slashed if the owner has a financial stake, and channels do not come up with any stories that portray their parent company in the wrong light,” he said.
While Dr Muppidi and Dr Binod C Agrawal both reflected on economic compulsions that curtailed freedom of expression, Pallavi Majumdar looked at the inception and growth of reality shows in India. She pointed out that these shows came packed with drama, emotions, thrill, and people could connect with the participants, who were mostly common people. She remarked, “Reality TV is changing social aspirations, pushing boundaries of sex, changing conventional beliefs and career choice. A complete shift can be seen with ordinary people tasting overnight success and becoming celebrities with these shows.” Majumdar gave the examples of some well-known and popular Bollywood playback singers like Sunidhi Chauhan, Shreya Ghoshal and Kunal Ganjawala, who are all products of reality shows.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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