Building an umbrella around the content is the key here. Throwing TV online is not the solution. Instead, you need to look at how to extend the offline content, and build things up around it.

exchange4media Staff Jun 29, 2011 12:00 AM

<p align="justify">Radio will be about 8-9 per cent of the total ad industry. It will grow rapidly, especially after Phase III is rolled out… Radio has been and continues to be a very sexy medium. It’s fast paced, high-on-adrenaline and best of all, we get to work with some of the most creative music personalities.</p>

exchange4media Staff Jun 24, 2011 12:00 AM

<p align=justify>“I feel that retaining clients is far more important than getting new clients because relationship building and brand building is all about same set of people working on the brand, day in and day out, year after year.”</p>

exchange4media Staff Jun 17, 2011 12:00 AM

<p align=justify>The commitment to development and activity that we are doing in Asia Pacific is unmatched compared to other International brands. One of the key sayings we have is that it is better to have more ideas than money. The focus on development – working on collaboration partners locally and regionally is absolutely cornerstone to our strategy. Keep the ideas coming, so that they bubble up and we spend time green-housing these ideas so that they grow a little bit. That itself is part of the strategy.</p>

exchange4media Staff Jun 10, 2011 12:00 AM

<b>D Rajappa:</b> We believe ours is a business of collaboration. The co-creation process that Paddy was talking about does not begin and end within the agency, but actually moves on to the client end. So, whatever great piece of work that you see today across brands, I think the client has an equal stake… We are not operating in silos. So, our entire DNA is about furthering the collaboration and making it seamless.

exchange4media Staff Jun 3, 2011 12:00 AM

Digital is not about numbers. Digital is about interaction. It allows you to experiment, and take feedback from the audience. If you are not getting good feedback, then you can quickly reverse directions, and change the state.

exchange4media Staff May 31, 2011 12:00 AM

"After spending around a decade with specialised OOH agencies and later getting into the media owners’ shoe, was at times difficult and easy because I knew what the brand managers/media planners and buyers expect from OOH media owners... I went through the process of understanding the business from present media owners who apparently knew me through various business deals executed in my agency days. There were series of discussions and a final consensus after which I threw my hat in the ring."

exchange4media Staff May 31, 2011 12:00 AM

There are multiple drivers for growth in the Indian market. Our business here is really about providing market research services in India. The driver for that growth is fundamentally the incredible increase in interest in the Indian market. That is driven by the growth and financial wealth being generated here and also relatively much lower growth in other markets. In absolute terms, perhaps there’s much more money in Europe but in terms of opportunity there’s much more opportunity for growth and new business in India than in markets that are relatively stagnant.

exchange4media Staff May 27, 2011 12:00 AM

The internet allows things to be instant, quick and convenient. The confluence of these three drives the web; the future is in services not retail. Logistics is a major stumbling block holding back retail. On the other hand, taking off for a services brand is very easy. With a retail brand, customer satisfaction happens outside the store. It's hard to ensure a good experience. Services on the other hand are going to grow much further.

exchange4media Staff May 18, 2011 12:00 AM

“Our biggest form of advertising is the café itself. As we keep saying, each of our 1070 stores is a marketing tool. By being present in all the high streets and the significant malls, the visibility we have is not easily measurable. While this may not account for advertising in the traditional sense of the word, it is surely one of the best ways to reach out to our prospects.”

exchange4media Staff May 18, 2011 12:00 AM

Like a good wine takes time, so did we. We have been working together as affiliates for three years and for us, it has become extremely important to get to know our partners and to spend time working together. So this is basically about a long term relationship and sustaining our clients. Sampark is one of the best operatives in the market place. They have client retention of seven years. From both sides – be it Sampark or Ketchum – we knew we could just not do this too quickly or easily.

exchange4media Staff May 18, 2011 12:00 AM

Just because you can communicate, does not mean you should communicate. The whole debate about the notion of private and personal data, and about infringing into people’s personal space is a dangerous area to be in. I wish the industry will self-regulate quickly because if we don’t, then the legislation will come heavy handed and create situations, where we cannot do business profitably. The ‘Do not Call’, for instance, destroyed telemarketing business and it would be a shame if the same happened to mobile.

exchange4media Staff May 13, 2011 12:00 AM

I think the biggest learning has to be what you make of yourself; because it is really easy to want to emulate other people, other styles, other techniques, which is great because you can learn and absorb. But it has taken me ten years to become comfortable with myself and the way I present on television and some people like it and some don’t. Some hate my hairstyle and some like my talking style. Everyone has an opinion and that’s fine because you are in a public forum. I am very comfortable with myself and how I have developed as a professional.

exchange4media Staff May 12, 2011 12:00 AM

Prem comes with 17 years of rich experience in journalism with both print and online medium. As the Managing Editor of Yahoo! India, Prem is responsible for the editorial content for Yahoo! India, across its industry leading properties including- Yahoo! Home Page, Yahoo! Cricket, Yahoo! Movies and Yahoo! Finance amongst others.

exchange4media Staff May 12, 2011 12:00 AM

If you chase TRPs, you never get it; if you chase credible content, you get the ratings and that is how it should be. Consciously, we never discuss ratings. Beyond a point one should not be chasing ratings on a micro basis, my experience shows that if you take care of the big picture and you chase good content, ratings would follow definitely. But if you consciously chase ratings like a statistician, very often they don’t come to you.

exchange4media Staff May 12, 2011 12:00 AM

I am optimistic about the Indian radio industry as it is poised to become quite a big industry by any international standard in the coming years. It now looks more open to International collaborations.

exchange4media Staff May 11, 2011 12:00 AM

For us, the growth of the category is paramount. Internet penetration is 6 per cent and 70 per cent of that user base comes to Yahoo!, so the only thing we can do to grow is grow the category. One key area that can grow the category is the presence of more of local languages on the web. Web is still predominantly in English right now. Many steps have been taken towards creating local content, but there is a lot more that needs to be done. This year, we are looking at how we can make our service available in six different languages. We believe this will bring many more audiences to the medium.

exchange4media Staff May 6, 2011 12:00 AM

Social, email, mobile are all important and you can’t club all of them into one slot and expect an agency to do it along with TV and print. However, in digital, one part of the campaign feeds clearly into the next part, and if clients experiment a little they can earn great gains.

exchange4media Staff May 5, 2011 12:00 AM

The PR industry has turned from an individualistic approach to a more collective one. It has certainly become more structured and organized, while the media has become more receptive. Today PR agencies have turned into all encompassing media management services, where we now develop media strategies, which are effectively picked up by various media, making it a matter of complete teamwork.

exchange4media Staff May 2, 2011 12:00 AM

“The whole point of this new environment is that reputation cannot be controlled in any way. But that said, we can have huge influence by ensuring that all ‘touch points’ with their many different publics drive engagement, dialogue and understanding. Again, authenticity of content is key here as is consistency.”

exchange4media Staff May 2, 2011 12:00 AM