2016 is the year of marketing and improving our sales position and mostly by improving our yield; and by improving yield I’m not going to say that I will mindlessly change my prices. I want to tell my brands and business partners that just because I am sitting, don’t take me to be a duck.

exchange4media Staff May 18, 2015 12:00 AM

Technology follows consumption and consumption follows technology, it is a cycle and unless the cycle changes you will continue to lag behind the rest of the world. It is also important that you can monetize your digital properties. I think this is the best time to be a news entrepreneur. I don’t think India has seen the next big digital entrepreneur. We have not seen the next Prannoy Roy, Raghav Bahl or Ronnie Screwvala in the Indian digital space. There are plenty of people who might get there but have not done so yet.

exchange4media Staff Apr 28, 2015 12:00 AM

The delivery of news content has changed over the years and will continue to evolve with increasing competition and different platforms for news consumption. Factors like speed which were crucial at one time continue to be important but it is the Trust and Faith over 14 years that have been real deciders in the news space.

exchange4media Staff Apr 15, 2015 12:00 AM

This is an industry-driven initiative with all the three stakeholders being a part of it and if they remain true to the commitment of getting BARC off the ground, I don’t see too much of an issue that should come up because all three stake-holders have actually put their money where their mouth is. It’s just been a pro-bono experience, so while the challenges of what it will take to implement BARC on the ground remain because of the sheer expanse of the market that will be covered, from an industry perspective it will be a welcome change and I think most people are looking forward to it.

exchange4media Staff Mar 26, 2015 12:00 AM

I believe this medium is going through a difficult period, where people tend to compromise their value system all too easily. I also believe that for every five people who compromise there are always two who are holding the flame of truth, so the glass is half full for me .

exchange4media Staff Mar 10, 2015 12:00 AM

The outdoor industry is quite de-centralised in India. This requires due diligence on our behalf to confirm that we are selecting sites that offer true value. Also, we need to look closely at how we measure success to ensure that it is providing significant return on investment for our campaigns.

exchange4media Staff Mar 2, 2015 12:00 AM

The challenge in India right now, because it is a fragmented market, is that since the licenses being granted by the municipalities are short-term, it forces the industry to think short-term. So, short-term thinking further compounds the fragmentation. This does not drive investments that bring quality to the medium.

exchange4media Staff Jan 29, 2015 12:00 AM

M&E is such a dynamic industry. What keeps me awake or worries me, is losing the ability to keep in touch with the consumer, because the viewer or the consumer is evolving so rapidly. As an organization, the day we stop connecting, we have a problem. I keep reflecting, do we have the right culture, do we have the right people, do we have the right processes, do we have the right DNA in a manner of speaking which is more enterprising, so that we are constantly in touch, so that we are able to move with them if not a little ahead of them? Are we managing to stay with the curve?

exchange4media Staff Dec 29, 2014 12:00 AM

"Every day I get some feedback on our radio shows specifically the Annu Kapoor show. I haven’t seen so much feedback on television shows as much as I have heard about him. In my 15-year long career, this is one show that has given me maximum feedback outside of Kyunki Saas Bhi Kabhi Bahu Thi."

exchange4media Staff Nov 27, 2014 12:00 AM

Digital can make a huge difference to the OOH industry in the times to come. Over the last two to three years, a huge traction is building up in this segment. The definition of OOH is changing and getting redefined. In the years to come, the support of digital space will be the key to OOH medium. Conventional OOH coupled with smart use of digital and mobile can really up the engagement levels and takes the brand experience to a different level.

exchange4media Staff Nov 21, 2014 12:00 AM

What is happening in India with the new government, politically and economically, the next few years look very interesting and different. The other thing is MEC itself in the country. This is our fastest growing market in the world; so there is something that the guys here are doing are doing it right. So what we are looking to do is understand what we are doing right in India and take it to other geographies. At the same time, we are also looking at ways to speed it up. The new political and economic situation in the country combined with a dynamic and strong performance by MEC has created a “perfect storm” situation, if you like.

exchange4media Staff Nov 21, 2014 12:00 AM

India now has global enterprises and multinationals. They are evolving and they are good at research and development. I am not worried about the big global enterprises I am worried about medium sizes enterprises. They are the ones who face challenges and competition. They can’t make things in a 19th century environment. They need to enhance and be able to compete.

exchange4media Staff Nov 4, 2014 12:00 AM

The essentials can vary based on the activity and the audience it is trying to reach. Also on what the content is actually ‘selling’. However the one key factor that does underline this process is description on the thought it is communicating. Something ambiguous or untactful loses the essence and the audience gets distracted. Clear and smart communication is essential.

exchange4media Staff Oct 22, 2014 12:00 AM

The big monopoly houses in Indian cable industry have been offering resistance at every step of our journey. The big players thrive on the weaknesses of the small operators while our strategy is based on their empowerment. Many of these small LCOs are not highly educated and don’t fully understand the DAS regulations and matters related to taxation, etc. But they have made money by setting up their networks. At times they succumb to the pressure tactics and allurements of the big players but the history of the cable trade has shown that they don’t want to lose the control of their networks and of their customers.

exchange4media Staff Oct 20, 2014 12:00 AM

I think, ultimately, all advertising will be digital and all digital advertising will be traded programmatically. India is very sophisticated, there is a tremendous amount of technology that is developed in the country and what we have seen in other markets is that when you have the right technology-rich environment, media companies or publishers will accelerate adoption.

exchange4media Staff Aug 20, 2014 12:00 AM

Social media is dependent upon social networks, and those networks are made up of people who are uniquely attuned to the other people in their social networks. We intentionally look at the Facebook activity feed, and we follow people on Twitter who give us the sort of information we want. Here, social surveys play a key role in understanding what your consumers like and do not like. Unfortunately, many brands do not care for these surveys, and are content with just building a fan base or follower base.

exchange4media Staff Jul 25, 2014 12:00 AM

It has always been thought that radio is a mass localised reach medium. However, it has never been used that way. BJP in particular used the medium to its fullest. Let’s take the example of UP, which was divided into five parts, i.e. Western UP/Braj ,Bundelkhand, Rohilkhand, Awadh and Bhojpuri on the basis of the dialects used in the respective areas. Different communications were created, keeping in mind, the issues of each region in their own dialect.

exchange4media Staff Jul 21, 2014 12:00 AM

There are multiple platforms and different sources of news. The world has gone digital and the question is where do we go in this digital world? The big challenge for all media organisations is how the ones that were big TV networks are converging their assets and how they are prioritising their digital platforms. Across these multiple platforms, we have this global conversation going which has to be captured.

exchange4media Staff Jul 19, 2014 12:00 AM

The engagement factor depends upon the objective of the campaign. If the campaign is about the product launch or brand awareness, then ‘Wow’ factor can be used as an engagement tool. But if it is about increasing sales then the engagement factor can be completely different. It can be as simple as showcasing the product. So the objective of the campaign drives the engagement factor.

exchange4media Staff Jul 17, 2014 12:00 AM

Earlier, the licenses were handled by one association; Phonographics Performance Limited (PPL), but since the last year and a half, we have to approach each individual music label to negotiate music licenses and royalties. This becomes very difficult for us. Also, there is no standard minimum guarantee. Everyone has their own logic and their own structure, which changes every year. These are some of the difficulties.

exchange4media Staff Jul 2, 2014 12:00 AM