CASBAA 07: Convention opens with focus on content and divided opinions
After an exciting, late-evening party on Tuesday on board the plush Fashion TV mega yacht at Hong Kong harbour, the CASBAA 07 Convention formally opened on Wednesday, October 31, sans any hangover, the focus being on content in a multi-media world. While everybody talked about new delivery platforms, especially mobile content, there were differences in perception of what the recipe for success should be.
HONG KONG: After an exciting, late-evening party on Tuesday on board the plush Fashion TV mega yacht docked at the Wanchai harbour, the CASBAA 07 Convention formally opened on Wednesday, October 31, sans any hangover, the focus being on content in a multi-media world.
CASBAA (Cable & Satellite Broadcasting Association of Asia) Chairman Marcel Fenez, who is also Global Managing Partner, Entertainment & Media Practice, PricewaterhouseCoopers, in his opener pointed out that “everything is morphing around the customer, who is increasingly pushing content providers everywhere”.
Andy Kaplan, President-International Networks, Sony Pictures Television International, in his keynote address, said that content in a multi-screen world had to follow the “3As of adopt, amortise and adapt in order to ensure that programming fits the overall brand”. He praised Disney and Discovery for having done a good job of creating and adopting successful globally relevant content.
Kaplan elaborated, “Original programme generation is a good long-term investment, but they have to be amortised. Content today has to be created for multiple platforms, at least for dual platforms, to be able to succeed.” He also emphasised on the importance of localisation, pointing out the success of Amazing Race Asia in this context. “The power of content is key across platforms,” he added.
In the first panel discussion, on ‘Content in perspective’, Laureen Ong, COO, STAR Group, observed that in a multi-media age, “localisation is a key factor, one has to look at content that weaves into the local fabric. That’s how STAR succeeded in a key market like India.”
Chris Kuelling, VP, Licensing & Distribution, EchoStar Global, held that increasingly appointment viewing was becoming the norm. “Watch it when you want to watch it is the new paradigm being brought about by DVR,” he said.
Kuelling and fellow panellists Olivier Laouchez, Chairman & CEO, Trace TV, and Sean Cohan, SVP, International A&E Television Networks, were of the opinion that content on mobile devices posed a significant challenge to linear television because of certain advantages like “immediacy and instant transmission”.
Ong, however, insisted that content was a “matter of packaging an experience, therefore, linear television remains strong as ever.” More importantly, she said, content providers would have to figure out appropriate ways to monetise content on mobile TV and Internet video.
Asian programming came in for scrutiny in the discussion on ‘The Asian TV tiger’. The sentiment was that while content from Asia had been fairly successful, a clear recipe for success and relevance needed to be found in a multi-cultural international market. Bharat Ranga, President, Zee International Business, while mentioning that the Zee was the most widely present Indian network in international markets – some 200 million viewers abroad – pointed out that lack of research on views abroad was a major problem. “Why should Asian content target only Asians living outside the continent? Quality content is not enough. To be more effective in international markets, content providers from Asia need to know consumer preferences in the different markets. We have to know who is watching, what they are watching.”
David Justin, CEO, Globecast Asia, held that the recipe for success was “a great idea that can be taken to other countries and which has relevance cutting across cultural differences”. Taking an instance, he said a particular production house had pitched 18 one-hour episodes on Shanghai. “How does one sell that to an international audience?” he asked incredulously.
Michael McKay, Executive Producer of AXN’s Amazing Race Asia, said that localisation to make content relevant to a cross-cultural international audience was a key to make successful content for a wider international audience.
The panel on ‘Investment in content’ came up with the interesting view that it was indeed a risky business. “Content creation is still a risky business. Fragmentation and too much content remain a big challenge,” observed Bhupesh Gupta, MD, Media, Communications & Entertainment, GE Commercial. While viewership for cricket had achieved critical mass in India, other markets in Asia were still searching for similar critical mass, he added.
His co-panelists, Chuck McElroy of China Network Systems, and Yew Ming Lau of Turner International Asia Pacific, commented that nobody in the business was “sure about the future of mobile content”. While the technology is there, the new platforms have brought about a serious tech versus content debate.
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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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