November 1-15, 2013 Volume 2, Issue 12 `100 27

The last couple of years have seen much action in the television broadcasting business in . An exhaustive report on what is happening.

24 70 38 PLUS MICROMAX Hugh Deal 6 Pocket Entertainment 16

TELEVISION 66 E-COMMERCE INTERVIEW AFAQS! EVENTS It’s all About Timing Packing a Punch Sunil Lulla Meeting Brands PUBLICIS BEEHIVE The box is as important as TTN’s CEO on what ad -based entrepreneurs what comes out of it. regulation actually means. decode brand values. Scaling Up 69

EDITORIAL This fortnight... Volume 2, Issue 12 oing by all the action in the past year or so you wouldn’t believe that television is a mature business that has been around for a long time. Indian television has EDITOR G Sreekant Khandekar

November 1-15, 2013 Volume 2, Issue 12 `100 been going through the pangs of digitisation. It has been in a ferment about television PUBLISHER 27 ratings which have been affected by the inclusion of small-town India. And now it is Prasanna Singh trying to fathom what the coming capping of advertising time will mean to their balance SENIOR LAYOUT ARTIST sheets. The year 2013 has also seen a scrap between broadcasters and agencies (backed Vinay Dominic by advertisers) on the nature of billing (gross vs net) and yet another skirmish on the PRODUCTION EXECUTIVE way television viewership is presented. Andrias Kisku All of this action has also affected programming and what people watch in a big way. ADVERTISING ENQUIRIES Naveen Arora, (0120) 4077803, 4077866 Digitisation has encouraged the launch of many specialised channels – for example, four Noida

The last couple of years have seen much action in the new channels have been launched in English alone because viewership in the genre has television broadcasting business in India. An exhaustive Arunima Bhattacharya, (022) 40429702-5 report on what is happening. jumped dramatically. That is because digitisation has given viewers greater power to 24 70 38 PLUS MICROMAX view and then choose from what fare is available. Hugh Deal 6 [email protected] TATA SKY Pocket Entertainment 16 TELEVISION Infotainment channels too have received a leg up because of digitisation. There has MARKETING OFFICE 66 E-COMMERCE INTERVIEW AFAQS! EVENTS It’s all About Timing Packing a Punch Sunil Lulla Meeting Brands PUBLICIS BEEHIVE B-3, First Floor, Sector-4, Noida-201301. The box is as important as TTN’s CEO on what ad Chennai-based entrepreneurs what comes out of it. regulation actually means. decode brand values. Scaling Up 69 been a concerted push to have more local content even as the channels are providing feeds Tel: (0120) 4077800. in several regional languages. MUMBAI The same expansion of content was visible in kids’ channels too where four more 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), joined the game. Who could have thought some years ago that there would be sharp segmenting even within Mumbai - 400050 this genre? However, even as choice has grown, the little viewers began to spend more time on only a small Tel: +91-22-40429 709 - 712 number of programmes – basically going deeper than wider. BENGALURU S-1, New Bridge Corporate Centre, Then again, the inclusion of towns with a population of less than one lakh to calculate viewership 777 D, 100 ft Road, Indira Nagar, ratings did not affect some of the big entertainment channels but hit Sony where it hurt. Life has its Bengaluru - 560038, India compensations. Stablemate Sab TV gained from the wider coverage of rating meters. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 News channels, which are expected to suffer the most following the coming of the ad time limitation, [email protected] are naturally in a state of shock. The bulk of them have been losing money – and the coming of an ad cap Owned by Banyan Netfaqs Pvt Ltd and may make the business unsustainable for several. The jury is still out on the issue. Printed and published by Prasanna Singh, All in all, there has been a lot of action and we hope that the TV Special has captured that well. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, -110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 68 76 PLUS

RAMESH CHAUHAN

INTERVIEW Bio in a Bottle 64 Gaurav Banerjee “Strategy is not SAB TV about throwing money around.” Cooking up a Story 67

READER’S DIGEST LONELY PLANET 22 14 Reader Friendly Trustworthy 69 The travel magazine adopts a look that is easy on the eye. ENORMOUS BRANDS New Beginning 69 POINTS OF VIEW 20 Research and Gut-feel FORMULA 1 IXIGO VOGUE INDIA Where does formal research Hitting a Speedbreaker On a Mass Trip end and gut feel begin? The Indian Grand Prix seems The travel-planning portal Black Magic 71 Experts argue the case. to be losing its sheen. launches its first TVC.

afaqs! Reporter, November 1-15, 2013 5 1(:6$'9(57,6,1* MICROMAX A Hugh Deal Hollywood actor Hugh Jackman is promoting Mircomax’s soon-to-be-launched smartphone, Canvas Turbo. News Bureau

ndian handset marketer Micromax has “democratising technologies for the masses.” appointed Hollywood actor Hugh Jackman as While it can be argued that penetration of Ibrand ambassador. For starters, he will endorse Hollywood films in India is high, to the bulk of the the brand’s new smartphone, Canvas Turbo, to masses, Jackman is just another handsome, white be launched in the Indian market shortly. A teaser model. But come to think of it, even if the masses campaign featuring Jackman is already doing the regard Jackman as a nameless model, it may not rounds online and on Indian TV channels. It’s a be an entirely wasted effort. After all, the brand short film featuring Jackman who utters the words has been trying to transcend its ‘Chinese-trading ‘Nothing like anything’, the brand’s tagline. company’ image and come across as a premium In the words of Shubhodip Pal, chief marketing officer, Micromax, Jackman embodies “the aspirational, reinventing and fearless persona of The move is in sync with Micromax.” The move is in sync with the brand’s the brand’s plans to expand plans to expand its footprint across international markets. The association with the actor will to international markets. help establish connect with the brand’s global “Jackman consumers. An advertising campaign across print, embodies the brand. In fact, that’s why we see so many whites in TV and online platforms is underway. aspirational, the brand’s ad films. The real question is: Will the final multi- Lending clarity on the TG, Pal says, “As Canvas media campaign featuring Jackman be released reinventing and Turbo is being launched in India, the TVC will only across international media or on mainstream fearless persona of be aired on Indian TV channels. And it will be Indian media channels as well? supported by a robust 360 degree campaign to According to team Micromax, the launch Micromax.” bring alive this new experience for our audiences, of Canvas Turbo will serve to “revolutionise SHUBHODIP PAL across print and online platforms in India.” „ the smartphone experience” for its users by [email protected]

‘ENORMOUS BRANDS’ New Beginning Ashish Khazanchi has announced the launch of his own venture, called along with Ajay Verma. By Rashmi Menon

fter keeping a low profile since he quit Publicis (L-R) Khazanchi, Suchanti AAmbience in June, former and Verma: joining hands creative head of Publicis Ambience, Ashish Khazanchi announced the The agency has chosen the ‘Yeti’ as its logo, aspect. But we will also create those launch of his own venture along with IPs, products in the consumer and Ajay Verma, erstwhile chief growth because it is enormous and mysterious. media space, which make enormous officer of Draftfcb Ulka. The agency, difference in the entire scope of christened ‘enormous brands’, is for brands with mass aspirations, of brand evangelism in the coming things,” Verma explains. part of the Concept Group and the with the confluence of insight, years. Brands will have to find ways On partnering with Concept, group’s chairman and managing technology and unexpectism.” of connecting with the consumers, Khazanchi says that despite the agency director, Vivek Suchanti, will be He adds that consumers today which makes a difference in his having just 10 people doing the core associated with it. are finding newer ways to skip purchasing behaviour or salience of thinking and execution, the team Interestingly, the agency has advertisements. In such a scenario, the brand,” he adds, emphasising that will get access to an array of public chosen the ‘Yeti’ as its logo, which brands require new strategies to the agency will be media-neutral. relations, digital, media research and Khazanchi describes as “fugly” - not just communicate with their Agreeing with him, Verma adds media execution functions. While funny and ugly at the same time. The consumers, but create talk-worthy that the agency aims to provide Khazanchi will work on the creative reason: it is enormous and mysterious. connections. solutions in the communication front, Verma, managing partner, About the agency’s philosophy “It is not enough for agencies space, internet space. “The era of will man the business and strategy and its distinct quality, Khazanchi, to be engaged with just the craft passive ideas is getting over and is planning at the agency. Together, managing partner, enormous, says, of print or film. Newer angles of not sustainable. So, we will provide they bring in more than 40 years of “‘enormous’ is about chasing the connections, rather than merely well marketing brand solutions, where experience. „ enormous-difference-making-ideas crafted ads, will form the vanguard advertising will certainly be a large [email protected]

6 afaqs! Reporter, November 1-15, 2013

1(:6$'9(57,6,1* IXIGO.COM On a Mass Trip ixigo.com, a travel planning and search website, launches its first ad film on TV. A look at the ad, the brand and the category it operates in. By Ashwini Gangal

in turn, diverts traffic to its front end partners including OTAs (Online Travel Agencies like MakeMyTrip.com), and leading airline and hotel brands. Another area where products like ixigo kick in is when someone wants to get inspired to travel, but does not know where to head.

LOW AWARENESS, HIGH DEMAND ow many people in this market actually Hstop to search and compare options before making travel-related bookings? In fact, do people even know that ‘online travel planning and search’ is a product category in itself - one that is different from OTAs? “You’ve hit the nail on the head,” says Srivastava, “One of our biggest reasons for ravel planning and search website, ixigo. Basically, once the need for information about ‘going to market’ through this campaign is to com, has scaled up its operations by the place-to-be-visited is satiated, comes the educate consumers and inform them about us.” Tlaunching its first campaign, fulfilment part, which is a two-step process. This Even though the need gap is not a clearly in the hope of adding a new layer to people’s pre- stage typically entails visiting 8-12 websites before articulated one, the company’s research figures travel plans - that of pausing to assess one’s plan a decision about the actual travel is made. At this indicate significant demand for sites like ixigo. and compare all available travel options, before stage, two questions dominate: ‘How to go there?’ The brand’s research on global, travel-related web actually booking any tickets or accommodation. and ‘Where to stay once I arrive there?’ “Our searches shows that information-based searches Created by the brand’s creative agency From research validates this broad process as ‘typical outnumber pure price comparison-related searches Here On Communications, and directed by E traveller behaviour’,” says a confident Srivastava. seven to 10 times. “In India, meta-search engines Suresh of Eeksaurus Films, the TVC aims to (web pages that aggregate and curate information position ixigo.com as the ‘go to’ destination for from other sites) are fairly new as a concept, so travel information and planning. Titled ‘Patti “Our cue was to typically, a user goes through six to seven sites to bandhke’, the film humorously dramatises the demonstrate the just compare travel prices - that’s the pain point pitfalls of unplanned travel. The basic message is we’re targeting,” he states. summed up in the catchphrase, ‘Know & go’. peril of ‘travelling Rajesh Aggarwal, founder and managing without knowing’ OTAS AS COMPETITION? partner, From Here On Communications, says in a quirky owadays, OTAs offer not just bookings, but about the campaign, “In the crowded space of travel Ntravel packages as well. Isn’t that a threat advertising, our cue was simple - demonstrate the manner.” to sites like ixigo? “OTAs tend to offer packages peril of ‘travelling without knowing’ in a quirky RAJESH AGGARWAL to common destinations like Shimla, Manali or manner, to create a sticky visual metaphor for the Coorg, not offbeat ones like, say, Cherrapunji or brand.” The campaign, though primarily TV-led, Coonoor. Also, we’re increasingly seeing a trend also includes other consumer touch-points such as wherein people are moving away from group ‘digital OOH screens’, ‘digital walls’ and campaign “We are ‘product packages and prefer making their own travel motifs at airports, social media and radio. packages,” he answers. Over the past five to six years, the company ready’ and want to How long before travel search offerings like has grown organically and has focused on aspects go mass and get these become as popular as OTAs in India? such as consumer behaviour research and testing people to sample Srivastava believes the gestation period for this and validation of the basic product. In the words product category will be much shorter than of Saurabh Srivastava, VP, marketing and product the site” what it was for OTAs, strategy, ixigo.com, “We are ‘product ready’ and SAURABH SRIVASTAVA because the initial part want to go mass and get people to sample the site.” of warming up to digital as a medium for travel- PRE-TRAVEL TRENDS related research, planning o, what did all these years of research show? ENTER IXIGO and transactions has already Sixigo’s Srivastava responds, “Over the last few t what stage does a site like ixigo.com, that taken place in this market. years, we’ve taken customer development on the Adoesn’t offer any actual booking procedures, In general, the belief is product front very seriously. Our hypothesis was - enter the chain of events? Ideally, after the user that OTAs, other travel- people love to travel across the world, but a lot of has zeroed in on a destination and before he/she search websites (like Wego. them do not do so, often because of the fear of the has made any bookings. “Our role kicks in when com) and portals like unknown. Our product is like a partner or buddy one has decided on the destination at least. That’s Tripadvisor.com, that are skewed towards for their travel needs.” And that’s not all. ixigo’s when comparison of prices and options begins,” travellers’ accommodation plans, can be both, consumer research also threw up some interesting he says, adding, “We do not book anything on our “competition or partners to ixigo.” pre-travel habits shared by most Indians. “People site but we do help you close the loop through Established by Aloke Bajpai and Rajnish Kumar visit about 15-20 sites to complete the pre-travel our partners.” So while traffic to ixigo.com comes in 2006, ixigo.com is an investee company of SAIF information gathering and fulfilment process,” through search engines, users who directly type in Partners and MakeMyTrip Limited. „ Srivastava says. the URL and social media references, the website, [email protected]

14 afaqs! Reporter, November 1-15, 2013

1(:6$'9(57,6,1* TATA SKY Pocket Entertainment The DTH operator’s latest TVC promotes the mobile application that allows subscribers to view live TV channels on mobile. By Satrajit Sen

ndia is a nation that is addicted to TV and there have always been some people who have Iwondered if it was possible to carry their TVs anywhere they want to. Well, as per DTH (direct- to-home) company Tata Sky, now one can carry the TV in a pocket, through a mobile application that allows its subscribers to view live TV channels on mobile. Conceptualised by Ogilvy India, the set of two TVCs showcase the Indian youth who consume content on mobile and aims to spread the message that it is now possible to watch TV anywhere. Speaking to afaqs!Reporter about the objective behind the campaign, Vikram Mehra, chief commercial officer, Tata Sky, says, “Our consumer research has indicated that people who broadband services. Besides live channels, the are travelling, waiting for a meeting or stuck “Our focus is to app also allows consumers to watch last five days’ somewhere, use their smartphones to pass the make consumers episodes of shows. time. First they play games and then they go to video streaming portals. But they often complain realise that the COMPETITION that discovering their favourite content is not that mobile phone is n the recent past, DTH operators as well as easy on these portals. We wanted to present our a more powerful Ibroadcasters have been launching their own consumers a platform where they can consume mobile app services, aiming to reach out to an their favourite TV channel, without the hassle of device than TV.” added user base that consumes content on the searching extensively.” VIKRAM MEHRA mobile phone. Earlier this month, Zee Group’s Tata Sky states that, today, over 60 per cent Dish TV had launched a similar service called of its subscribers use internet to view videos on DishOnline for Android and iOS. DishOnline their smartphones and tablets, either at home or subscribers who want to keep in touch with their subscribers can enjoy TV in four forms - live TV, at office. Tata Sky has a subscriber base of 11.5 favourite shows, programmes and channels that movies, TV shows and videos. The app is available million customers. they have subscribed on Tata Sky, even when they on two DishOnline packs - the Jumbo Pack priced are on the move, through their mobile handsets. at `129 and the Starter pack priced at `49. THE APP The service entitles a subscriber to access Besides this, major broadcasters like Sony ccording to the company, called Everywhere 54 channels with a monthly payment of `60. ATV, the app is a unique service for all those Everywhere TV will be accessible on 3G and FRQWLQXHGRQSDJH>>

AIRTEL DIGITAL TV TV remote to enable and access the to social media to track conversations service. and engagement around shows. Customers can also send their Meanwhile, social media companies World View Tweets on any TV show with the are also forging tie-ups with various specific hashtags prompted on their TV channels to expand their reach in Customers will be able see what the world is TV screen and it shall be broadcast the country. live by Airtel Digital TV. Jana Messerschmidt, vice- tweeting about popular TV programmes and The service is powered by Brizz president, business development and celebrities on their TV screens. News Bureau TV and doesn’t allow users to post platform, Twitter, says, “Twitter is tweets through their set-top-box. public, real time and conversational, irtel Digital TV has launched Shashi Arora, CEO, Airtel Digital which makes it a perfect companion an integrated venture with TV, states, “Given the ever increasing for television viewing. We are excited ATwitter to display live tweets popularity of Twitter across the to see partners like Airtel innovating about programmes on TV. globe, with over 500 million tweets with our platform and helping Customers will be able to see generated every day including their audience connect with the TV what the world is tweeting about breaking news and first reactions programmes they love.” popular TV programmes, celebrities which trend within minutes of their Recently, Twitter had partnered and sports personalities on their TV occurrence, all our customers will with MSM’s Sony TV to promote screen. Initially, the service will be now be a part of the convergence the launch of the latest season of available on select TV channels. phenomenon, along with the rest of . It is a service that pulls tweets the world.” Meanwhile, Facebook is sharing featuring a particular hashtag and Airtel’s new service intends to data with TV channels on how the displays them on the user’s screen. offer an integrated Twitter plus viewers react to their shows on the Customers have to just press the TV experience, at a time when social networking platform. „ green key on their Airtel Digital Arora: tuning in to the world broadcasters are increasingly moving [email protected]

16 afaqs! Reporter, November 1-15, 2013

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TWITTER INDIA-ZIPDIAL << FRQWLQXHGIURPSDJH Pocket... Following Big B and STAR India have also launched their mobile app services to present Any mobile user in India will be able to follow Amitabh Bachchan’s Twitter their content on the mobile platform. Recently, MSM’s SonyLIV.com had account by simply dialling, or giving a missed call to 912233010007. launched a multi-media campaign, By Satrajit Sen inspired by the thought that modern life is all about the little escapes. Meanwhile, STAR Player from Star ing a missed call to 09015500555. India offers content from all shows on the Rishi Jaitly, market director, STAR Network channels. Also, STAR Twitter India, says, “Twitter is India’s key channel sites like Starplus.in, live, conversational and public. ChannelV.in and LifeOK.com redirect Bachchan’s use of Twitter has, for users to STAR Player. There are other years, exemplified the power of online players too, like Zee Group’s our platform’s ability to connect Ditto TV, Times Internet’s Box TV and audiences directly with the peo- Digivive’s NexGTV, which offer TV ple and organisations that interest content on mobile phones and every them most. We are pleased to see player in the market is pushing hard to ZipDial and get a share of the mobile consumer pie. Bachchan use the Twitter UPHILL TASK platform to ccording to Mehra, the primary extend reach Achallenge that a product like even further.” Everywhere TV faces is the popularity Valerie of the concept. “Our focus is on making R Wagoner, the consumer realise that the mobile founder phone is a more powerful device than aking its global partnership with ZipDial for- and CEO, the TV. This device gives the consumers ward, Twitter India has launched an offer for ZipDial, says, Tall Amitabh Bachchan fans. Any mobile user in “Bachchan 96 per cent of India’s India can now follow the actor’s Twitter account, @ can now reach SrBachchan, by simply dialling, or giving a missed call hundreds of mobile users are to 91-22-33010007. millions of fans in India and internationally, who have Bachchan is followed by more than 13 million phones, but do not yet use Twitter. Bachchan’s fans prepaid subscribers. people across social media platforms, including 6.5 can now interact with their iconic hero on Twitter, million users on Twitter. The collaboration, in asso- through the simple ZipDial interface.” one more chance to stay closer to TV ciation with Fluence, will allow Both companies will extend content,” informs Mehra. everyone across the country to fol- the partnership by including both Besides, even if people like to watch low and engage with the superstar on Indian and global celebrities and TV when ‘on the move’, in the present Twitter via SMS. letting Indians follow their tweets scenario, it won’t be affordable given the The service works for all mobile through missed calls. current 3G tariff, and people opting to use users in the country, with any phone This is yet another move from it on their home WiFi networks doesn’t or any operator. Moreover, it’s free, Twitter to extend its reach in the really serve the purpose of mobility. irrespective of whether they have a country. However, since India comprises mainly Twitter account or a data-enabled Recently, in another consumer of single-TV households, people might phone. facing initiative, Twitter had part- use the app as an extended TV in the ZipDial is a Bengaluru-based nered with MSM’s Sony TV to home WiFi networks, to watch their promote the launch of the latest favourite programmes. Everywhere TV season of Kaun Banega Crorepati. allows users to connect two mobile The service works In this context, Twitter had devices with one DTH connection. launched a KBC contest on its plat- Besides, public WiFi zones like for all mobile users form, where one question was asked airports, railway stations, coffee outlets in the country, with on Twitter between 8.30 pm to 10 and luxury hotels might also become pm on 7th and 8th September. major spots where mobile TV services any phone or any The top five wittiest and smartest can be accessed in India. answers were chosen as the winners. For India’s mobile TV market, operator. Besides, as a global deal, Nielsen however, cost of services remains the announced an agreement with biggest challenge. Nearly 96 per cent of company, which provides a missed Twitter to create the ‘Nielsen the country’s mobile sector comprises call-based marketing platform for Twitter TV Rating’, an industry- prepaid subscribers, who are primarily brands and marketers. ZipDial’s standard metric that is based entirely low-average revenue users and mobile technology is patent pending and on Twitter data for the TV industry. TV services are likely to be adopted by available internationally. As part of the deal, Twitter’s TV high-end post-paid consumers. In August 2013, ZipDial entered partners across countries will have However, such services give into a partnership with Twitter a common benchmark from which consumers more power to decide the India, by allowing anyone in India to to measure the engagement of their type of content they want to watch and follow and engage with Shah Rukh programming. „ how they want to watch it. „ Khan on Twitter (@iamsrk) by giv- Jaitly (top) and Wagoner [email protected] [email protected]

18 afaqs! Reporter, November 1-15, 2013

32,1762)9,(: Gut In The Time of Big Data? In what is termed the ‘Era of Big Data’, where does the role of formal research end, and give way to more unscientific methods of tapping the pulse of the market? News Bureau

6$1',3$1*+26+ 1,.+,/581*7$ 5,1.83$71$,. 3$5,726+-26+, Associate Vice-President, Marketing, Chief Business Officer, Executive Director and Head, Qualitative Consultant to Media Firms and Member, Consumer Brands Division, Ruchi Soya Yebhi.com Division, Ipsos India Technical Committee, BARC FOTOCORP TRADITIONALLY, FOR ME, RESEARCH IS I WON’T SAY RESEARCH IS NOT RESEARCH INCLUDES NOT DEAD; RATHER, TRADITIONAL RESEARCH DEAD BY ANY CONDUCTING ‘NEED IT IS EVOLVING. IS DEAD BUT THERE MEANS. IN FACT, SCOPE’, AFTER WHICH RESEARCH IS ARE BETTER WAYS IT IS RAPIDLY YOU GO BACKWARDS BECOMING MORE TO CONNECT AND GROWING. AREAS AND SEE HOW YOUR ‘REAL TIME’. I, AS A UNDERSTAND THE THAT WERE HITHERTO PRODUCT CAN CATER TO MARKETER, CAN CONSUMER. CONSUMERS CONSIDERED OUTSIDE that need. Another way of know about my just-launched have evolved as people; the the realm of quantitative looking at it is from the product or marketing campaign way they lead their lives and research are now being perspective of the company. by gauging what people are how they are influenced have considered a part of it (for Say, I have a product that saying about it on the internet. changed. So you compliment example, moods and emotional can cater to some need in the Insights like ‘more search traditional research with states). Saying you don’t need market. Then, I do traditional queries’ and ‘more videos other ways (such as meeting formal research is a primitive, research to see if the product watched’ help understand consumers online, asking juvenile outlook. How would has any demand. consumer reaction. them to capture different marketers work on their media Most of the bigger We use research more for val- moments of their day/life) and plans and measure the reach of companies that have a formal idation than for hypothesis. We use that to understand their their campaigns, if things like set up tend to do formal lay out a plan of what we want behaviour. audience studies, TV ratings and research. But then there are and decide whether research can Gut will come into play comScore didn’t exist? If you these ‘entrepreneur brands’ give us the answer. The outcome only when you know your decide to be rigid about what such as Parle, MTR Foods of research is always a mix of gut consumer well. There you’re doing then you can make or even Nutrela that also and facts. It is all about validity exist marketers who do not the research produce the results invest in research but conduct and better decisions. research their ads and go by that you want it to produce. But what I call ‘commonsense That is why, behavioural their gut -- and it has worked that is not sufficient to dismiss marketing’. research or ethnography is for them. But some marketers ‘consumer research’. Our insights are lying in gradually catching up these days. play safe; given the invest- It will take extraordinary, our homes and backyards. If It is like where there ment that is involved in a new rare genius to seriously take you look at all the insights are 84 cameras watching a per- product launch, it’s best to do decisions based on ‘gut feel’. available in your backyard, son and one can’t fake it for long. consumer research. Unless, Basing decisions on gut feel is no more research is Research in the coming years will you have an understanding of irresponsible marketing, because warranted. So, in that sense, be like analytics where there are the consumer and can take a the job of a marketer is to reduce symbolically, research is dead. fast results to help marketers. call based on intuition. the risks in a business.

20 afaqs! Reporter, November 1-15, 2013

1(:60$5.(7,1* FORMULA 1 F1 Hits a Speed Breaker The Formula 1 championship, that was held for the third time in India, in October, has been losing its popularity in terms of tickets sold and online buzz. Here’s why. By Satrajit Sen

ormula One, also known as Formula 1 or F1 and referred to officially as the FIA FFormula One World Championship, is the highest class of single-seater auto racing sanctioned by the Fédération Internationale de l’Automobile. In India, the competition is known as Indian Grand Prix or Airtel Indian Grand Prix. Jaypee Sports International is the organiser of Formula 1 in India and has signed a five- year contract with Formula One Management (FOM) to host the championship in India. The latest edition took place on October 27. In August, FIA announced that the Indian Grand Prix will be discontinued in 2014, before returning to an early season slot in 2015.

TRACKING IT 2012 Season Flag Off t has not been a smooth ride for the competition Iso far in India. Ticket sales for the inaugural F1 per se, is increasing amongst the urban class. because everybody knew who was going to win Indian Grand Prix saw exceptional sales numbers This explains why companies are more interested - Sebastian Vettel of Red Bull, barring a mishap. of 97,000, until the run-up to the race weekend. in sponsoring the live telecast of the event. He went on to prove his top billing by winning However, last year, with the novelty having died In India as well, ESPN has signed on several comfortably. And becomes the world champion down, sales dropped to 65,000. on-air sponsors for the entire season; Petronas because of this win, his fifth on the trot. This year, as per an interview with IBNLive, and Rolex are presenting sponsors for the live Pradhan Muthanna, product head, F1, Pitch race organiser Jaypee Group admitted to having telecast, while Samsung, Micromax, Pernod Invasion New Media, the company which has sold only 20,000 tickets, a week prior to the race. Ricard and Vodafone are associate sponsors. recently launched a portal on F1 information, In 2011, the tickets were priced between `2,500 thinks that it is like the Michael Schumacher to `35,000. However, this year, the prices had era. “When Schumi started winning consecutive been slashed to `1,500 to `21,000. The Jaypee titles, there was a dip in interest level among the Group had reportedly spent around `18,500 viewers, as they already anticipated who would crore to build the Buddh International Circuit, win. The same is happening now,” he reasons. which has a seating capacity of 100,000. There was not much being written in the Experts believe that there has been a dip in media about this year’s players and thus, the the interest level among Indians, especially in engagement on internet was quite low. Even the the third season. According to a senior sports players’ auction and changing teams didn’t attract journalist, who has covered both the F1 seasons much attention, as everyone was only bothered in India, the reasons for this are many. Foremost about Vettel and Red Bull. Besides, controversies was the absence of an Indian driver this year. such as the Uttar Pradesh government seeking “In 2011, Narain Karthikeyan was a major Supreme Court’s permission to withdraw influence in bringing in the crowd. Besides, Sebastian Vettel: winner of the 2013 Grand Prix its 2011 decision to grant entertainment tax due to the current economic environment, a lot exemption to Indian Grand Prix organiser of corporates have cut their ad spends and that WEB OF WOES Jaypee Sports International and the uncertainty has led to lesser promotions of the event by the oing by Google Trends, which displays regarding the 2014 season, are also reasons that promoters, as well as the sponsors. Earlier, lead Gsearch interest online for various terms (or have contributed to the dip in interest. sponsor Airtel used to have full page newspaper people or places), the maximum interest in ‘F1 Bernie Ecclestone, president and CEO of ads, TV spots, as well as specific products to India’ was in October, 2011. While Google does Formula One Management has confirmed that promote the event, but this year, surprisingly, not reveal the exact numbers, it does provide the Indian Grand Prix will be dropped from there was nothing,” states the journalist who a relative score. According to it, if the peak of the 2014 calendar. Ecclestone wants to move it didn’t want to be named. interest stood at 100 in the first year, by 2012, to the first half of the year and the prospect of Many of the promotional events associated it had dropped to merely 18. In 2013, the figure running one in October, 2014 and another in with the race were scrapped. There was a is even lower. Similar trends can be noticed for early 2015 would have stretched the circuit’s sharp drop in the number of TV commercials, related search keywords like ‘F1 in India’, ‘F1 resources too far. advertisements and hoardings as well. The social race’, ‘India F1 race’, F1 Force India’, ‘Force Muthanna is however confident that with media chatter about the race was also subdued. India’ ‘F1 tickets’ and ‘India F1 tickets’. the change in engines and rules for next year, To add to that, the track is located 40 Google Trends is a public web facility of new driver line-ups and a new Champion could kilometres away from Delhi and it is not a Google that shows how often a particular bring interest back, as people might see a change smooth ride to reach there. Although 95,000 search-term is entered, relative to the total in the pecking order. If there is no event in 2014, people attended the event in 2011, when the search-volume across various regions of the there is a fair chance that the marketing money excitement died, the distance became a major world, and in various languages. Even while from the corporates will be pumped in to media reason for low attendance. writing this article, the top 30 searches on like TV and internet, which have the potential to However, many believe that the popularity of Google Trends didn’t show up any of the telecast and stream the event live. „ the race, at least as indicated in TV viewership of search keywords listed above. That’s partly [email protected]

22 afaqs! Reporter, November 1-15, 2013

1(:60$5.(7,1* E-COMMERCE Packing a Punch The box or wrapper used to encase a product ordered by an online shopper is the only tangible consumer touch-point for e-commerce players and online marketplaces. What makes it a crucial branding zone and how can e-tailers optimise it? By Ashwini Gangal

on’t judge a book by its cover, goes the age old truism. Alas, the learning Dcan’t be extended to e-commerce brands and online marketplaces (third party sellers who don’t have access to branded wrapping paper notwithstanding), for whom the wrapper becomes almost as important as the goodies inside. After all, e-commerce players - that house and deliver the world’s brands at your doorstep - are also brands in themselves and thus need to convey that to their patrons. And sure enough, this breed of ‘intangible brands’ does take its own branding seriously; every other In fact, the ad on TV today is that of a website! branding zone goes Praveen Sinha Therefore, for e-commerce players, the only beyond the box and point of physical contact with their consumers wrapper; it extends is when the package is delivered. What lives on to other ‘spaces’ that package from Jabong with no ‘Jabong’ written on beyond that point is the wrapper - a seemingly lend themselves to it prominently, will I remember that experience unimportant yet extremely crucial touch-point, similar branding as ‘a Jabong experience’? I doubt it.” According from a branding perspective. So, for e-tail opportunities. “We’ve to him, the branding on the box makes the players, besides getting the product, punctuality worked extensively on whole shopping process category-agnostic and and advertising right, another important aspect the ‘packaging’ of our gives the brand in question a certain universal is the package branding and wrapper design. delivery staff,” says appeal across the range of products it offers. And many brands have begun to realise this. Arora. “Recently we Interestingly, Sinha doesn’t feel short changed, Recently, Flipkart India roped in Brand launched a revamped in comparison to other ‘regular’ brands, about Dialogue (a Dutch brand consultancy uniform and delivery not having enough physical touch-points for headquartered in Amsterdam and Mumbai) to bag for them. We don’t his own branding. He reminds us about offline handle its brand packaging in India, particularly have a physical store branding zones for brands like his, such as for its label, DigiFlip, offering items like pen- so our ‘store’ is the Arora: branding matters billboards and other shops willing to display drives, headphones and computer accessories. moment when the e-commerce logos. Also, when you go to an “Packaging is the only real contact left with package lands in the hands of the customer and offline retailer and buy something, they give you your customer apart from the site itself. The the person whom he/she interacts with at that a packet/bag with their own branding on it - so package is ‘the silent salesman’,” says Marcel time,” he explains. Even the mode of transport this ‘carrying property’, as Sinha terms it, is a Gort, the spokesperson at Yellow Dress Retail, that the delivery man uses while at work provides space which can be utilised creatively to generate Brand Dialogue’s specialised partner agency. branding opportunities for e-tailers. brand awareness, not just by online players, but “We have a very neatly laid out structure by those with physical retail presence as well. THE PURPOSE including several elements that, in combination, o what exactly is it that makes the package bring out the overall branding effort,” adds THINGS TO REMEMBER Sdesign, and branding therein, so important? Arora, about his brand, referring to Myntra’s o, how can e-tailers optimise these touch- After all, it’s thee ggoodiesoodies tthathat matter, not tthehe deddeliverylivery bboxesoxes tthathat prprominentlyo display the Spoints for their own branding purposes? wrapper. “We believeelieve packagingpackaging is an inteintegralgral bbrandrand llogo,ogo, tthehe ccompany’s customer As it turns out, the brand logo is the key part of the ‘customermer exexperience’;perience’; it does not serviceservice numnumbers/otherbers/ contact details connection. Consistency of logo branding end with receivinging thethe pacpackage.kage. It’s reareallylly andana d basicbasic brandbrand promises.p across the e-commerce website and other media the beginning of thatthat fifinalnal PraveenPraveen Sinha,Sinha, co-founder, Jabong. platforms - including TV, print and the physical moment of customerustomer com,com, points out that prominent ‘box elements (box/wrapper) - is very important. delight,” says MMeenueenu branding’branding’ serves yyet another purpose: Notice how Jabong prominently focuses on its Handa, companympany InIn an officeoffice space, or any other ‘public’ heavily branded delivery boxes in its TVCs? spokesperson,on, areaarea likelike a residentialresidentia society, prominent That’s no coincidence. It is a conscious attempt India. branding on the deldeliveryi box helps create to close the connectivity loop. According to whwwhatat hhee cacallslls “pu“pullll for other potential Moreover, the context of the delivery also Sachin Arora, cchiefhief customers,”customers,” whowho seese the package while matters. Sometimes customers don’t want customer experienceerience iit’st’s on its wawayy to ttheh recipient. anyone to know what they have received so officer, Myntra.com,a.com, SpeakingSpeaking aboutabou the other reasons there’s no branding at all - it’s just a brown the moment whenhen thethe thatthat makemake packagepackage branding essential, packet. Or, if the item is meant for religious product lands in thethe SinhaSinha ggoesoes on, “It’s like a ‘first purposes then the design should not be crafted hands of the customer,stomer, impression’ tthehe company makes on in a way that is considered non-religious. If the is “the moment ooff trtruth”uth” iitsts customers. Just based on the package is a gift for say, a wedding, then requests for e-commerce brands.brands. ‘fee‘feeling’ling’ tthehe ppackaging gives the for the use of only red font on the package, are Myntra works withwith ddesignesign experts llikeike ccustomer,ustomer, hhe/shee/sh mentally makes not uncommon. Some, but not all, e-tailers offer Foley Design (byby MichaelMichael FoFoley)ley) for its mmanyany cacalculationslculations aabout the company. such customised packaging. „ package branding.g. Moreover, as a ccustomer,u if I get a [email protected]

24 afaqs! Reporter,er, NovemberNovember 1-15, 2013

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

TERMINATOR VEET HONDA Pidilite Industries’ TVC for its termite control brand Veet’s latest commercial shows its brand ambassador The new TVC by Honda Motorcycle & Scooter India Terminator, shows a man watching TV placed on a wooden Katrina Kaif enacting the ‘Jack and the Beanstalk’ fairy focuses on its 150cc CB Trigger bike. Titled ‘Untame showcase. As the furniture gradually collapses to dust tale. She is seen climbing the beanstalk, talking about the yourself’, the ad film uses the assembling line analogy to in front of him, he ignores the signs and instead adjusts brand’s latest offering – ‘Naturals’ hair removal cream show the protagonist being ‘‘tamed’’ by various people like himself to continue watching TV. range, which claims to have 100 per cent natural extracts of his friends, girlfriend and other members of society. But Papaya and Camellia seed oil. then, he takes things in his own hands, with Honda’s bike acting as the trigger. Creative Agency: Ogilvy & Mather, Mumbai Agency: Havas Worldwide Creative: Dentsu Marcom Production House: Corcoise Films Production House: Picture Perfect Production House: 7 Films PRINT AXN RAYMONDS The channel The apparel announced the brand is running launch of eight a massive print new shows in campaign across style, through a national dailies to high decibel print KITKAT communicate its innovation - a For its chocolate brand KitKat, Nestle implemented an new positioning that center butterfly innovation across print dailies, where by, using the Alive has moved beyond flap on the front app or the PointART app, people could see Kitkat’s latest ‘the complete page of Delhi brand campaign on their mobile phones. man’, and now Times, Bombay focuses on the Times and personal interests Gurgaon Times, and passions of its of The Times of target consumer. India.

Creative Agency: Zoom Advertising Creative Agency: Telibrahma CCreative Agency: In-house OOH DIGITAL

ROSHANSPACE VODAFONE GOOGLE MAPS RoshanSpace Brandcom, has launched a ‘Billboard Talking’ Vodafone India, along with District Administration of Google is promoting its product Google Maps with an campaign, across Mumbai, to celebrate the existence of Mysore and Mysore Palace, initiated a unique signature online video which depicts the story of Saroo Brierley, billboards. The agency aims to position billboards as an cum message campaign on the theme ‘We love Mysore who found his way back home with the help of his interactive and dynamic medium of communication, with Dasara’. Vodafone is aiming to make it the longest photographic memory and Google Earth. The video is each of them having the ability to initiate a conversation message board in the country. inspired from the real life story of Saroo who got lost and convey messages in a unique way to the consumer. on a train in India when he was five years old and was adopted by a young Australian couple. Agency: RoshanSpace Brandcom Agency: In-house Creative Agency: In-house

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26 afaqs! Reporter, November 1-15, 2013 The last couple of years saw much action in the television broadcasting business. An exhaustive report on what is happening. By Raushni Bhagia and Prachi Srivastava OVERVIEW THE DUST SETTLES There has been a flurry of activity in the Indian television business in the past one-and-a-half years.

Uttaranchal), Rajasthan, Punjab, Haryana, Chandigarh and Himachal Pradesh. The second phase of digitisation (that covered 38 cities in 15 states) also created much noise due to opposition from a bunch of people that included politicians and multi system operators (MSOs). There was a genuine worry about the lack of set-top-boxes and the fact that many households would face a blackout, in case the analogue signals were switched off. Digitisation for the rest of the country is slated to be completed by December 31, 2014.

AD-ENDUM nother issue that came under Ascrutiny was the long running practice of deals based on gross billings. The issue of net billing versus gross billing came to light when the tax authorities sent out notices to a few broadcasters in April, asking them to pay TDS on the gross amount. Reacting to the notices, broadcasters insisted on net billing. The AAAI, which had initially Digitisation, a ome really big events took CHANGING THE GAME refused to consider this approach, strict ad cap, place in the television he new developments started had to give in to the broadcasters’ Sbusiness recently, some well- Twith a hiccup though. Phase I demands. content guidelines, documented, others not as much. of digitisation (in the metros), which The industry also saw a big change The biggest of them, in a business was scheduled for completion in in the way TAM data was being consolidation and that generates `13,555 crore in ad June, 2012, hit a roadblock because perceived by broadcasters, agencies revenues, was digitisation. the industry was not ready and there and advertisers. The three bodies newer technology Several other changes too were was a shortage of set-top-boxes. The AAAI, ISA and IBF agreed that - in ushered in, that would equally change deadline was extended to October addition to the television rating points have kept TV the way the television business was 31, 2012. (TRPs) - the absolute number of broadcasters on run. At about the same time, there viewers will also be considered. This Here’s a look at some of the was an outcry in the industry about was something that the broadcasters their toes. prominent ones. the TAM ratings. Many felt that the had wanted in the first place. switchover to digital would affect Earlier this year, there was another the ratings, making it imperfect. The surprise in store for the industry. The MONEY SPINNERS Indian Broadcasting Foundation TRAI came up with a 10+2 cap on Share of revenue of genres, in percentage (IBF), Indian Society of Advertisers advertising for all channels. Fixing (ISA) and Advertising Agencies a deadline of October 1, 2013 - not Regional (GEC, Movies and News) Association of India (AAAI) decided all have followed the deadline and GECs to stop the release of TAM data for some have filed petitions appealing 25 News (English and Hindi) nine weeks. against the ruling - TRAI ruled 29 Hindi Movies Later, when TAM resumed its that broadcasters could only air 10 13 Infotainment and Lifestyle ratings, it added LC1 towns (with minutes of ads and two minutes Music and Youth less than a lakh people) in its of channel promotions per hour. Kids 2 9 universe, in January, 2013. The LC1 There was again a debate between 3 English Movies 4 4 5 6 market constitutes around 25 per the broadcasters, agencies and English GECs cent of the total universe of TAM. advertisers, as each of them wanted Other Genres The new towns of less than one lakh the other to feel the pinch of the population are in Gujarat, Madhya regulation. There were some who Source: Industry Estimates Total Revenue: `13,555 crore Pradesh, Uttar Pradesh (including adopted it.

28 afaqs! Reporter, November 1-15, 2013 Zee Entertainment Enterprises ETV Gujarati, ETV Telugu, Telugu (just like split-runs on print, where (Zeel), Star India, Discovery News and ETV Oriya. certain ads run only in certain Networks and Viacom18 went ahead Meanwhile, in 2012, Sony Pictures editions that are earmarked in and followed the ruling. Multi Screen Television (SPT) entered into a advance) on television, enabling Media (MSM), 9X Media, MTunes, strategic alliance with Hyderabad- advertisers to target their offerings Mastii, B4U and Sun Network did based Maa Television Network, to to specific geography on national not. Instead, they (barring MSM) acquire a 30 per cent stake in the TV channels. filed a petition with the Telecom latter. SPT also bought out 32 per VuBites (launched in 2006) also Disputes Settlement and Appellate cent stake of the Indian shareholders follows a model similar to Amagi Tribunal (TDSAT) against the in MSM, taking its shareholding to Media and runs geo-targeted ads To ensure quality ruling. The decision, at the time of 94 per cent. on national channels. However, going to press, was pending. Viewers ESPN Star Sports was fully taken SureWaves, a start-up media content, the BCCC would hardly complain if the ruling over by the Rupert Murdoch-owned convergence company, does local went against broadcasters. media conglomerate, News Corp. advertising for national brands on has asked channels In its bid to ensure quality The company was earlier an equal local cable channels, by aggregating content, the Broadcasting Content joint venture of Walt Disney’s ESPN the local cable operators. to run scrolls Complaints Council (BCCC) asked and News Corp. With this, ESS In all, it has been an exciting encouraging people channels to run scrolls, encouraging became a wholly owned subsidiary time for Indian television with more people to write to them if they find of News Corp. ups than downs, from the long- to write to them any content offensive or in bad taste. term perspective. This special report The self-regulatory body has started NEW TECHNIQUES continues the analysis of what’s if they find any imposing fines on the channels that he industry is also witnessing new in the television space, in the content offensive. violate this code. Implementation Tgrowth in the geo-targeting of following chapters. „ has been effective as viewers have advertising on television. Companies been writing in. It has worked - like Amagi Media, SureWaves and some channels have apologised for Vubites have launched geo-targeted offensive content, others have even advertising services. There are major pulled out episodes that violate the players like , CNBC THE SPENDERS content code. Awaaz, IBN7, CNN-IBN, UTV Movies, Zoom, Maa Movies, Udaya % ad spends on Indian television by category of advertisers CONSOLIDATION Movies and Udaya Music, t was not all about digitisation, and Zee Business, who are leveraging Food & Beverages 6 Personal Care/Personal Hygiene Iregulation and viewership. the technology that Amagi is using to 18 6 Hair Care Broadcasters started looking at geo-target advertising. 6 consolidation. Given TRAI’s recent 12-minute Auto 5 Services In 2012, TV18 Broadcast snapped ruling on advertising, broadcasters 19 4 up Ramoji Rao-owned Eenadu TV, and advertisers have been seeking 4 Personal Healthcare 4 Telecom/Internet Service Providers to expand its regional broadcasting ways to optimise their return on 4 24 Banking/Finance/Investment presence. TV18’s portfolio expanded investment and stretch the time Household Products to include ETV’s news channels within the limited inventory. Geo- Durables (ETV Uttar Pradesh, ETV Madhya targeting is a step towards achieving Others Pradesh, ETV Rajasthan, ETV Bihar better RoI. and ETV Urdu) and others - ETV Amagi Media was founded in Source: Industry Estimates Marathi, ETV , ETV Bangla, 2008, to bring targeted advertising

afaqs! Reporter, November 1-15, 2013 29 MOVIE CHANNELS FREE FOR ALL A majority of the new movie channels have been launched by the bigger networks. But the fight is intensifying with each passing week.

t is a dogfight out there. Movie Network18) plans to launch a new Classic and Zee Action. The channel, channels, both English and Hindi, Hindi movie channel were, however, when launched, owned Iare fighting tooth and nail for shelved due to rising acquisition cost, movie titles such as , big budget premieres and acquiring competition and the internal debts Besharam, Ghanchakkar and Zanjeer. broadcast rights, while others are the company had to take care of. Star India’s movie deals with launching new channels. Star India strengthened its movie Salman Khan and Ajay Devgn in Interestingly, the majority of the library and launched a new movie 2013, became one of the most talked new launches in the movie channel channel under its sub-brand OK about events. The network has signed “One key highlight has space (both Hindi and English) have called Movies OK, in May, 2012. a deal with Khan (reportedly worth been from the bigger networks. This was the second channel from `450-500 crore) to broadcast all his been that premieres are These networks already owned a the OK brand, after the Hindi GEC movies, released from January 2013 slowly moving back to the huge library of movie titles that Life OK. to December 2017. Meanwhile, the movie channels and the helped them roll out a new platform Fifteen months after Movies OK’s deal with Devgn (reportedly pegged channels are for consumption, in addition to launch came Zee Entertainment at `350-400 crore) is for the rights acquiring a few new titles. Enterprises’ (ZEEL) sub-brand, &. of all his movies for the years 2014 leveraging on this.” Between them, the Hindi and ZEEL rolled out the 24X7 movie - 2016. KUNAL MUKHERJEE English movie channels contributed channel &pictures in August this Disney UTV close to 10 per cent of the total year and the network is expected to … AND SMALLER WINDOWS ad revenues that televison generated launch more channels under the & n terms of programming in 2012. While the Hindi movie brand soon. ZEEL had declared its Ihighlights, Movies OK aired genre’s ad size was pegged at `868 intention to launch a movie channel seven movie premieres over seven crore, English movies contributed first, as it required lower investment days in the last week of May, 2012 `411 crore to the overall television and the network already had a library (May 28-June 3) in the 9 pm slot. ad industry revenue of `13,555 crore. of close to 4,000 titles. Now, with the “One key highlight has been that ad cap implementation, the network premieres are slowly moving back to THE SMALLER BRAND… has another platform to monetise in the movie channels and the channels n the Hindi movie genre, one of terms of advertising revenue. are leveraging on this,” says Kunal Ithe highlights in 2012 was that &pictures is the sixth movie Mukherjee, director-programming, Viacom18 off-loaded its library of channel from Zee’s bouquet of Movie Channels, Media Networks, around 500 titles to Star India. The offerings after Zee Cinema, Zee Disney UTV. network’s (a JV between Viacom and Cinema HD, Zee Premiere, Zee Not all launches made it and there

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30 afaqs! Reporter, November 1-15, 2013

time on Indian television - straight premiere of American Reunion on June after its theatrical run. HBO Hits 1, 2013. is an action and adventure driven &pictures, when launched, had channel. created an interactive campaign on its microsite, wherein people were TOUGH JOB asked to send in a movie script, he movie channel business along with dialogues. These crowd- Thas had its ups and downs. sourced scripts were aggregated and Viewing time went down in the made into a movie called ‘Online Milo past couple of years, but so has Sajna’. According to the channel, over the window between the theatrical 25,000 people came together online, over five days, to write, discuss, share and contribute in the making of the script. The digital wave too has helped channels.

DIGITAL PUSH were some duds too. Cinema TV, he English movie genre was the launched in April, 2012, by Mumbai- Tone that benefited most from based Softline Creations, failed to digitisation. It grew by 47 per cent make its mark despite claiming during the transition between pre- to have a library of 900 movies, a digitisation and post digitisation significant portion of these retro. era. Explains Amogh Dusad, vice There were four new channels “Viewership of English president and head - programming that entered the English movie movie channels is largely of PIX, “This viewership is largely market in 2012-13. The latest entrant driven by movie titles with the key being Romedy Now, from the Times driven by movie titles, content drivers being the visual Television Network (TTN). Though with the key content spectacle, special effects, different not strictly a movie channel, Romedy drivers being the visual settings and the next level of action The English movie Now is positioned as an English spectacle, settings and the that Hollywood provides.” entertainment channel having 70 next level of action.” The genre is expected to get a per cent movie content and the rest further boost with the increasing genre was the one AMOGH DUSAD comprising TV serials. number of English speaking that benefited most The English entertainment genre Pix population in India. has grown by 98 per cent since 2009. English movie channels have used from digitisation. It TTN’s move is based on the belief digital quite effectively for promos. grew by 47 per cent that there is no channel dedicated Pix created a three-phase campaign, to ‘romance’. Romedy Now targets Anti Alien Day for the premiere after the transition. audiences in the age group of 15-24. release of a movie and its television of Men in Black 3. Users were Star India’s Fox Movies Action premiere. The acquisition cost encouraged to save the earth from was launched in April, 2012, but of movies has increased, as has everyday aliens, like a person spitting it pulled down its curtains within fragmentation and competition. on the road or a rickshaw driver a year. The network later used the Survival is tough. “The concern is refusing to ferry people around. As same platform to launch Star Movies that the new channels have not added part of the contest, users were urged Action, in June 2013. This was anything, they are only eating away to eliminate these aliens by tweeting, something similar to what Star did into the same pie of viewership,” says sharing and commenting about the in 2011, when it shut Star One to Sony Mix and Max business head, ills of the aliens. pave the way for its new Hindi GEC, Neeraj Vyas. carried out interesting Life OK. The intense competition has activities for its properties Studio Turner launched two ad-free brought in some innovation, Binge and The One Movie You Must hybrid movie channels - HBO Hits especially in the way the channels Watch, where it engaged viewers in and HBO Defined, in partnership market movie premieres. Promos a real time Twitter quiz, during the with Eros International, early this of the premiere are now shot with airing of the movie. year. Both are 24-hour, premium the actors and most of these are While movie channels are thinking subscription channels. HBO done outdoors. On-ground activities of out-of-the-box ideas to get Defined airs the latest Hollywood have come to the forefront. Star themselves ahead in troubled times, and Bollywood blockbusters, as Movies, for instance, threw a house such initiatives have to come on all also Bollywood movies from Eros party at a contest winner’s house. fronts and genres, if the business is to International, premiering for the first The initiative was to promote the move onward and upward. „

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32 afaqs! Reporter, November 1-15, 2013

HINDI AND ENGLISH GECS SOMETHING NEW The revival of genres and new content made it a very interesting period for general entertainment channels, both English and Hindi.

picked content from Zee TV’s existing library of shows as well as movies. The channel believes that the television viewing universe has expanded by leaps and bounds over the last few years. And hence, the content of Zee Anmol will be consumed by a vast majority of first- time viewers across smaller towns, where C&S penetration is still On the marketing picking up. It wasn’t all hunky-dory front, the Hindi for everyone though. Turner International closed down Imagine GECs have geared TV in April 2012, just three years up to be more social after buying it from NDTV. and interactive with WHAT’S SHOWING? ontent-wise, some channels their audiences. Ccame up with new ideas, while others tweaked existing ideas. Zee TV’s launch of Fear Files (in June 2012), revived the horror genre. The t was a case of big becoming the leadership position. Digitisation show is based on real-life experiences better. While the Hindi GECs rung in even bigger changes. I- pegged at `3,450 crore and The biggest move was the accounting for 25 per cent of inclusion of the LC1 market (with television’s total revenue pie of less than a lakh people) in TAM’s `13,555 crore - witnessed the launch universe. While the other channels of big-budget properties including didn’t notice much of a difference the international adaptation of 24 in viewership, Sony Entertainment and Saraswatichandra (which marked Television’s ratings dropped Sanjay Leela Bhansali’s foray into immensely. However, digitisation television), the English GEC space brought good news for its sister saw an increase in Indian telecast of channel Sab TV that grew to settle international shows. Star India even with 140-150 GRPs in 2013. rolled out a new channel, Star World Second rung GECs from Star “We realised that if we Premiere HD, to bring international India and Multi Screen Media do a show similar to Zee serials to Indian viewers within 24 (MSM) grew to make their way hours of their US telecast. to the top five. Sab TV, in fact, Horror Show, it is not even overtook its older sibling for a going to be relevant any ENTERTAINING TUSSLE couple of weeks. Life OK, though, longer.” ompetition among Hindi GECs has maintained good viewership, Cis bunched in groups. At the courtesy its widely popular show top, there are the big four. While Mahadev, that revived the mythology AJAY BHALWANKAR Star Plus took pole position for genre on Indian television. ZEEL many weeks, there were times when There was one new entrant in Colors and Zee TV also catapulted to the genre, Zee Anmol. Some hand-

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34 afaqs! Reporter, November 1-15, 2013 Similarly, India’s Best Dramebaaz May last year. The show highlighted (a talent search show) on Zee TV sensitive social issues prevalent in was a surprise. Taking a hint from India, such as female foeticides, its old show, India’s Best Cinestars Ki child sexual abuse, dowry, medical Khoj, the former was launched in malpractices and honour killings, February 2013 and ran successfully among others. It was simulcast across for three months. While India’s Best eight channels of the Star Network, Cinestars Ki Khoj looked for acting as well as Doordarshan and Eenadu The big and dancing talent among adults, TV. It was the first show to be development for Dramebaaz focused on the drama and simulcast on DD, considering the acting talent in children. reach of the channel and the masses English GECs Colors attempted a reality comedy that the show wanted to connect “People have become that was a roaring success - Comedy with. It also made a mark by opening was the reduction more experimental. Nights with Kapil is, today, the most up the Sunday 11 am slot. Sur-kshetra, in the time lag of Digital and on-ground popular non-fiction show on TV. a joint property of Colors and Sahara activation have started The channel had, earlier this year, One, was simulcast on DD as well. American shows playing significant roles in launched Nautanki - The Comedy Post Satyamev Jayate, Zee TV Theatre which went off air within aired Ramayan in the same slot, telecast in India. the marketing plan.” a few months. Undeterred, Colors simulcasting it on DD. This was the PRATIK SEAL launched Comedy Nights..., which fourth version of Ramayan on Indian Life OK is enjoying good viewership. Apart television and a second attempt by from comedy, Colors has the highly- Zee TV. The first one (on Zee TV) popular 24 in the action genre. was produced by BR Chopra (in “I think India has reached a stage 2002). However, these mythological of people and paranormal activities where the ever-discerning, eclectic shows by Zee TV didn’t do very well occuring in their surroundings. viewers are willing to accept and on the small screen, considering the The show continues to get good adapt to change and newer genres of benchmark that Ramanand Sagar’s viewership. content, just as they have been open Ramayan had already set years ago. What makes Fear Files work? to watching newer and different In addition to this, Star India, Says Ajay Bhalwankar head-content, genres in films,” adds Manisha in association with the Hindi Film Hindi GECs, ZEEL, “We realised Sharma, weekend programming Industry, Federation of Western that if we do a show similar to Zee head of Colors. India Cine Employees and Cine & Horror Show, it is not going to be In September 2012, Colors had TV Artistes’ Association organised relevant any longer. It was then that aired a show called Zindagi Abhi Baaki a marathon to raise funds for the we thought of a concept around real Hai, inspired by Yuvraj Singh’s story victims affected by the Uttarakhand “India has reached a life experiences.” of how he overcame cancer. floods. The seven-hour long on-air stage where the ever- Police Dial 100 on Life OK, marathon, across six channels discerning, eclectic shortlived though it was, took from Star Network, witnessed viewers are willing to everyone by surprise. For the first performances by the best from the time, there was a show that was based world of Bollywood and Television. accept and adapt to newer on real life cops and how they solved On the marketing front, the Hindi genres of content.” cases. However, its failure could have general entertainment channels have MANISHA SHARMA to do with the fact that there were geared up to be more social and Colors too many crime-based shows on TV interactive with their audiences. The and the audiences didn’t want one official Facebook pages of channels more. are updated regularly with posts that Life OK aired two special series spark conversations. For instance, - one a stage-show kind of serial Zee TV created a virtual Ram Mandir that traced the journey of Lord Ram on Facebook for its show Ramayan. from Dussehra to Diwali. The show, The channels are also aggressively titled Raamleela, featured Ajay Devgn launching apps to promote their as the narrator. The other show, Ek shows. Thi Naayka, was a content deal with “People have become more Balaji Telefilms to promote their experimental. They don’t just movie Ek Thi Daayan. use traditional media - digital and on-ground activations have also SCENE STEALERS started playing significant roles in he biggest one that stole the show the marketing plan,” says Pratik Seal, Ton GECs, however, was Aamir marketing head of Life OK. Khan’s Satyamev Jayate launched in Look and feel matter too. Sony,

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afaqs! Reporter, November 1-15, 2013 35 Sab TV and Sony Pix recently popularity. Says Ferzad Palia, senior revamped its look to give an enriched vice president and general manager, experience to an all-inclusive age English Entertainment, Viacom18 group. While Sab and Sony restricted Media, “People might not necessarily themselves to change in packaging, like thriller, romance or any other Sony Pix changed its logo too. genre, but comedy is liked by all and In order to strengthen the brand is the most watched genre.” and create more touchpoints for the English channels were not consumers, the channel launched immune to shutdowns. The delay in category-wise initiatives such as Sab digitisation saw BBC Entertainment Ki Sawari (a paid service that takes disappear from TV screens in November, 2012. That channel operators had to pay cable platforms “We have been focusing for carriage did not help matters. on on-air and online With digitisation, addressability integration, carrying has increased and the English GEC out activities that help genre has seen growth. People in actively involving the have started sampling the channels which were ‘hidden’ earlier. viewer.” English GECs have also got a better SHARLTON MENEZES placement in the EPG (Electronic Zee Studio and Zee Cafe Programme Guide). Moreover, with the increased bandwidth, the overall video and audio quality of the channels have improved, thus adding more traction for the genre. Sunil Punjabi, business head of channels, English GECs promote AXN Networks India says, “The their shows on print. Sharlton spike has now settled down.” Menezes, marketing head for Zee Palia of Viacom18 Media is quite Studio and Zee Café opines, “When fans on a tour to the sets of the shows pleased too. “The cost of entry of a it comes to campaigns for our and allow them to interact with the channel has reduced, post digitisation tent pole shows and prime movie actors) and SABurbia (a board game as has the cost of distribution. We can properties, along with digital, we and Facebook app). now find out how many subscribers support them with print and TV as we have. But having said that, we are well. Of late, we have been focusing SPEAKING OF ENGLISH not able to see a genuine trend of on on-air and online integrations, here were a couple of launches anything because of the monitoring carrying out activities that help in Tin the English GEC space. system,” he points out. actively involving the viewer.” First off the block was Viacom18’s Despite the series of new season Zee Café started the year by tying Comedy Central (January 2012). It launches in fiction, very few reality up with iCouch for the show, Grey’s was followed by Star World Premiere formats were brought in to the Anatomy. It hosted a real time virtual HD (September 2013) from Star Indian market. Agrees Punjabi, chat for viewers who had tuned into Network. With these launches, the “When it comes to reality, we have Zee Café to catch the first episode. number of channels in the genre rose not seen experimentation even in the Conversations taking place in the to 11. The ad size of English GECs is international market.” chat room were simultaneously put pegged at around `210 crore. on air. The big development, of course, MARKET FORCES More recently, it had also was the reduction in the time lag of n terms of marketing, the channels created an innovative campaign American shows that were telecast Ibanked heavily on social media for launch of The Ellen Degeneres “People might not in India. Star World launched as the core target audience of Show. The campaign was called necessarily like thriller, seven new shows that were aired in English GECs can be best caught #HappyHourAt3. The channel India within few hours of their US there. Explains Pallavi Tibrewal, wanted to make 3 pm (the show’s romance or any other telecast. In another development, FX vice president, marketing, (English time of airing) the hour on social genre, but comedy is liked also decided to offer India-focused channels), Star, “It is a very interactive media where viewers could come by all and is the most content from September 2012. space where we can talk to them, together and take part in the daily watched genre.” Comedy Central airs a variety of understand what they are looking engagement activities on show. shows that include sitcoms, reality, for and share information about our It became the most talked about classics and candid-camera. With its shows.” show on Twitter and Facebook FERZAD PALIA disruptive programming strategy, Apart from the digital medium even before its launch, claims the Viacom18 Media the channel has gained immense and cross promotions on their own channel. „

2000 Zee Studio @MCHBO India launched Zee Café launched

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36 afaqs! Reporter, November 1-15, 2013

MUSIC & YOUTH ENTERTAINMENT GOOD NEWS It was a mixed bag for this genre. A few new music channels came up, but a prominent one like Channel V dropped all its music content.

per se, has benefited post digitisation as viewers discovered channels that they had not seen before. However, the time-spent on the individual channels are a concern, in the genre as the space doesn’t have anything unique to offer. Sony Mix has taken initiatives to air shows like TV ka pehla Radio Show. Says Neeraj Vyas, business head for Sony Mix and Max, “Unfortunately, there is not much purity left in The slow implementation of digitisation has been an obstacle he year 2012 started on a and most importantly, across the to the growth of bright note for music independent music community,” Tchannels when, in February, Kenny states. the English music 9X Media rolled out 9X Jalwa, that airs songs from the mid-1960s to ENGLISH VINGLISH genre. 2000, and an English Music channel, he English music genre on 9XO. Another Hindi music channel? TIndian television is estimated to the genre. Music channels have The explanation was that the be around `35-40 crore. But, for essentially become commoditised existing channel 9XM airs only latest long, the slow implementation of and before the ad cap imposition, Bollywood songs. digitisation and the lack of enough there were channels airing up to And what about 9XO? Says bandwidth for several DTH providers 25 minutes of ads. There are many Luke Kenny, channel head, “It was (they are not getting permission for channels that are dependent on a simple plan. The potential of transponder space), have been major trailers. Better marketing, sharper international music, hugely popular obstacles for growth. brand promise and better viewing with the 18-24 youth demographic, Kenny agrees that the scope for experience will help the genre to was immense. And there was only such a niche product is fortunately grow.” “The potential of one other player.” At present, there - or unfortunately - dependent on In terms of marketing, there isn’t international music, are two channels in this category - technology. “The digitisation process, much revenue for music channels, Viacom18’s VH1 and 9XO. While which seems to be taking forever, although they air trailers. The youth hugely popular with the the former also airs shows on Pop coupled with the inadequacies of entertainment space, on the other 18-24 youth demographic, Stars of various countries, 9XO is a the relevant DTH platforms are hand, has the privilege of running was immense. And there pure-play music channel. momentarily keeping the scope of advertiser funded programmes and was only one other 9XO has been connecting with such a projection questionable,” he also has scope of brand integration the youth via college festivals, artiste adds. in content. The music and youth player.” performances and music events. “Its The other channels that have entertainment channels also have LUKE KENNY credibility has grown from strength to launched in the space are Khushboo licencing and merchandising (L&M) 9XO strength within the music fraternity, TV and InSync. The music genre, as an option. 9XM has its L&M

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Channel V turned into a Hindi GEC, targeting the Hindi-speaking youth in the age group 15-24 years (SEC ABC). So far, it has been a good move. According to TAM figures provided by the channel, Channel V was at 30-32 GRPs, before it changed its positioning. It now manages 45-55 GRPs, on an average. Moreover, since it has a vast Star India movie library, it also airs movies in the morning band. Meanwhile, Emotional Atyachaar, “Once the efficiency a widely popular show from of the business model came up with a twist in improves, the investment its programming. Based on the US will get back to content. programme, Cheaters, Emotional Lately, it has been focused Atyachaar is a reality show in which a person can put his/her partner’s on distribution.” loyalty to test. While, earlier, the AVINASH KAUL partners used to run a loyalty test Times Now, Zoom & ET Now on their counterparts, now they business in place for its popular come on the show to share stories animated characters and is focusing about how they found out that their on growing it. partner was cheating and how they doesn’t allow too much of content to confronted them. Was there a reason be produced,” he points out. SONG AND DANCE behind this? While many channels in this genre he biggest development in the Says Indrajit Ray, executive rely heavily on the digital medium, Tmusic and youth entertainment director, content, Disney- Channel V created an app, genre was the decision taken by UTV, “There were VithU, aimed at helping Channel V to abandon music. It many people who women in danger. A stopped airing music from July 1, wanted to share double click on VithU 2012. their stories. Hence, sends an alert message For a channel that was we air these real - with the distressed synonymous with music, it was a life stories which girl’s location - to four courageous decision. Overnight, people can see and people whose numbers learn from. In any are already programmed case, be it fiction or into the system. non-fiction, the core is “We want to help good storytelling.” He adds the youth be safe,” says Nipa that the youth hardly has the chance, Asharam, vice president marketing, or platform, to discuss such issues. Channel V. Explaining the idea behind such initiatives she adds, “If NOTHING NEW YET there’s a message you are trying to hat’s surprising is the absence convey through a show, you should Wof new launches in the youth have initiatives which go beyond entertainment category. Is just RoI television.” the problem? Avinash Kaul, CEO at Channels in this genre are Times Now, ET Now & Zoom feels prepping themselves to reach out “If there’s a message “We air real life stories that things may change six months to their core target audience. As you are trying to convey (Emotional Atyachaar) down the line. “Once the efficiency they continue to stick to digital and of the business model improves, the on-ground events, they are also through a show, you which people can see and should have initiatives investment will get back to content. exploring other opportunities to learn from. Be it fiction In the recent past, the investment has engage and entertain them. But they which go beyond or non-fiction, the core is been focused on distribution, which need to move fast. „ television.” good storytelling.” NIPA ASHARAM INDRAJIT RAY Channel V Disney-UTV

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42 afaqs! Reporter, November 1-15, 2013

KIDS CHANNELS CATCHING THEM YOUNG It was action all the way in the kids’ channel space. And the target audience’s age started including more and more younger children.

TV household and kids’ viewing is impacted by their parent’s choices. That is a tempting slice for marketers as they try to wean the child away from the rest of the family. ZeeQ marked ZEEL’s entry into the kids’ space. The channel draws synergy from , the education business of ZEEL. Zee Learn acts as a consultant to local entrepreneurs who wish to setup K-12 schools, under its brand name Mount Litera Zee Schools and provides end-to-end education management and advisory services. Talking about the performance of ZeeQ, Anuj Katiyar, head, marketing and research of the channel, says, “While there were kids’ entertainment

hildren had a treat in store, especially the younger ones, Cas there emerged new content and new launches in the kids’ genre. Four new channels took the tally for children’s channels to double digits. There are 11 now. The genre, which generates ad revenues of `529 crore, is expected to rake in more. The interesting part is that out of the four channels launched, two leaned more towards pre-schoolers. While Discovery Kids and ZeeQ target 4-14 year olds, Disney Junior and Nick Jr. cater to the 2-7 years age group. The channels are being called “One needs to fulfil the ‘preschoolers’, as their core audiences dreams of kids. We live up are kids who have not started going to school and ones who have just of the kids’ TV viewing repertoire channels in the market, there was a to our promise of giving a started going to school. today,” notes Krishna Desai, senior need for a channel that could make magical experience to the director and network head - Kids, kids learn things in an entertaining kids and their families.” HAVING FUN South Asia, Turner International way. We wanted to see if we can he kids’ genre has grown from India (the parent company of make the idiot box not seem like T6.3 per cent in 2011 to 7.7 per channels like Cartoon Network and one.” BIKRAM DUGGAL cent in 2013, in terms of viewership Pogo). The other 80 per cent includes Meanwhile, Disney Junior, Disney-UTV (English, Hindi). “But even so, the Hindi GECs and the other genres, as launched in December, 2012, roped kids’ genre forms only 20 per cent India is still considered to be a single in over 6 million subscribers, since

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44 afaqs! Reporter, November 1-15, 2013

its launch. Another important development from Disney has been the increase in live action shows on its flagship channel Disney Channel India - from 6 per cent in 2011, to 17-18 per cent today. Over the last two years, it has launched live action direct result of content consumption being disruptive while marketing the shows like The Suite Life of Karan and and demand patterns of kids, it has channel and its shows. Kabir and Shake It Up, in-order to been observed that kids watch their Turner, for instance, conducts differentiate itself from the channels favourite shows more number of on-ground events. Last year, the that only air animated shows. times, than watching multiple network claimed to have entertained The channel has also been number of shows. over 35,000 kids and parents, through focusing on having more family “Kids prefer spending time multi-city events promoting both its “Kids prefer spending inclusive tracks in storytelling. It watching a few favourite shows, channels. time watching a few continues to produce local content as opposed to a large bouquet Meanwhile, Viacom18 will be and also launched interactive game of shows on many channels. We favourite shows, as shows called Mai Ka Laal and have addressed this demand in opposed to a large DisneyQ. Disney’s aim is to explore our programming schedules for bouquet of shows on opportunities to make kids and their Cartoon Network and Pogo. Thus, many channels.” parents interact through all genres of the idea is to give kids more of what content. they like in all possible formats,” KRISHNA DESAI adds Desai. This includes creating Turner ANIMATED PROMOTION movies based on popular shows n the animation genre, the star of such as Kumbh Karan, Roll No. 21 Ithe show has been Pogo’s Chhota and Chhota Bheem, spin-offs such Bheem, a home-grown cartoon series. as Mighty Raju (based on Raju, a While programming strategies are a popular character from the Chhota Bheem series) and scheduling long marathons of kids’ favourite shows throughout the day. Of the four As far as marketing is concerned, “While there were kids’ while on-air promotions continue to entertainment channels kids channels play a critical role, the channels have introduced many activities in order in the market, there was launched, to engage with children. a need for one that could two are According to Bikram Duggal, make kids learn things in director marketing, Media Networks an entertaining way.” leaning - Disney UTV, marketing for the kids’ genre involves operating from ANUJ KATIYAR towards different planes. “One needs to be ZeeQ glued to consumer insights and also pre- need to shine and fulfil the dreams schoolers. of kids. We live up to our promise airing The Nickelodeon Kids’ Choice of giving a magical experience to the Awards live, for the first time in kids and their families.” India on Nick. The event invites Disney Channel ran a contest, children to vote for their favourite wherein winners were flown to stars, across categories, including Disneyland - with their families - in movies, television, music and sports. a branded airplane. Called Jet Set As of now, it looks as if the treats Go, the contest gave 30 children will come in thick and fast for the an opportunity to live their dreams. millions of children who are expected This is Duggal’s next point about to tune in. „

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46 afaqs! Reporter, November 1-15, 2013

INFOTAINMENT TIME FOR REINVENTION It’s an expensive genre to be in. That probably explains why there were no channel launches in the past two years.

hile almost all genres wildlife by launching an India witnessed launches of new series, christened Yeh Mera India, to Wchannels, infotainment celebrate Indian nature and wildlife seems to be set to continue on its on August 15, last year. Talking languid, placid path. History TV18 about the content production in the was the last new channel to be genre, Sudheer KG, vice-president launched in October, 2011. and head-programming of History There are reasons for this. The TV18, says, “Shows now are more genre is an expensive business - each contemporary, youthful and go of the series on these channels cost with international trends. Also, the `10-12 crore for production and the content created on our channel shoot itself takes more than a year is about portraying history in an to complete. Another reason is that “While certain reality and interesting way, so that it doesn’t get the market is full of international survival shows continue boring for the audiences.” channels extending their presence in to get eyeballs, there is Some channels have gone the the Indian market, thereby pushing brand ambassador way. the production quality of the genre a substantial increase in History TV18 was launched in One of the major one notch above. more human and 2011 with Salman Khan as the brand It all started in 1995 when humane stories.” ambassador. This year, National Discovery Networks entered India Geographic Channel roped in John developments in DEBARPITA BANERJEE with Discovery Channel. In 1998, Abraham as its brand ambassador. NGC and Fox this genre has been the network launched Animal Planet. Discovery also took aboard cricketer Since then, it has launched five R Ashwin to promote one of their the localisation of more channels including the recent shows Where Tiger Rules on Discovery content. Discovery Kids. co-owned by A+E Networks and Tamil. Network18, ascended to the top of So where is content headed when WHAT’S ON THE GROUND? the rankings, soon after launch. it comes to infotainment? ne of the major developments Animal Planet, the wildlife Oin this genre has been the channel from the Discovery LIFE STORY localisation of content and the launch Networks stable, dedicated an ccording to Debarpita Banerjee, of History TV18. The channel, hour-long programming for Indian Avice president, marketing,

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48 afaqs! Reporter, November 1-15, 2013

National Geographic and Fox Bhavan, Ganga (the river) and the channels’ promotions. international channels, while certain another one about Shahrukh Khan On the marketing front, the reality and survival shows continue on Discovery Channel or TLC’s digital medium has been the main to get eyeballs in the infotainment shows like Ravinder’s Kitchen, What focus to drive viewership. “We’ve genre, it has been noticed, over Not To Wear India and Be Blunt with been very active since our launch, a period of time, that there is a Adhuna Akhtar are few of the many with the innovations and traction substantial increase in more human examples of the extent of localisation we’ve gained on social media. But and humane stories. “Hence, shows of the content. to be honest I’m quite surprised that like Taboo and Banged Up Abroad Localisation of content coupled many channels even today, in the have gained popularity recently,” she with digitisation gave a fillip to the genre and beyond, still don’t seem to points out. genre in terms of new viewers and have a robust social media and digital “Shows now are more contemporary, youthful and go with international trends.”

SUDHEER KG History TV18

higher per viewer consumption. strategy,” opines Sangeetha Aiyer, vice president and head marketing, REGIONAL TOUCH A+E Networks|TV18. hile many channels in the Apart from this, branding is Wgenre including Fox Traveller, becoming increasingly important History TV18 and National for the genre. Tie-ups and cross Geographic provide language feeds in promotions too help. Discovery Hindi, Tamil and Bengali, Discovery had partnered with major movies is the only network to have a separate like Jab Tak Hain Jaan and Yeh channel for a regional market in Jawaani Hai Deewani for in-film India. placements. Along with this, the Local topical issues are also Discovery Channel Tamil is a on-ground events have also geared making for a strong push in the dedicated channel for the Tamil up with India Bike Week (Fox genre, as the viewers’ love for non- Nadu market such that the complete Traveller) and The Greatest India news and non-entertainment content packaging of the channel is in the (History TV18). grows. NGC aired specials like Inside regional language. Recently, the After a surge in localisation of the Mahakumbh (while the festival channel donned a new look and has content, it is the turn of promotions was still on) and Trapped in Kedarnath always had independent advertising to go local. Whether digitisation, (a quick turn-around documentary inventory available for the local carriage and subscription help the on the Uttarakhand calamity). advertisers. genre or not, there is a significant “I’m surprised that many Moreover, marketers strongly As far as the viewers are evolution that is in store for the believe that viewers find the genre a considered, the genre targets SEC channels. They need to keep channels even today, in lot more credible than entertainment AB – a group that is comparatively reinventing themselves with time, the genre and beyond, and few news channels too. more active on the digital platform, and much more often than the still don’t seem to have a A documentary on the Rashtrapati thereby making it a crucial one for channels in other genres. „ robust social media and digital strategy.” SANGEETHA AIYER A+E Networks|TV18

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50 afaqs! Reporter, November 1-15, 2013

NEWS BREAKING NEWS The genre which is the information provider of the nation has faced some really tricky moments.

regulated. NBA, set up in 2008, is an independent body comprising newscasters. It set up the News Broadcasters Standards Authority (NBSA) that works towards regulating content in the genre and invites complaints from viewers. The news genre was in the news for many reasons. While there were some major buy-outs, the year was largely full of allegations and acquisitions. Two of the biggest battles included the one between NDTV and TAM, when the broadcaster accused the measurement system of being skewed. The other one, that still News channels continues, is between the NBA and the Telecom Regulatory Authority expect to lose of India (TRAI). The former is not too happy with the 12-minute ad 15-20 per cent, cap. The channels in the genre run on an average, if advertising for about 20-25 minutes an hour, currently. they follow the he news genre is the best two. This report focuses on Hindi Decreasing airtime sales by half is example of how a 30-minute and English news channel, one of bound to hurt and channels expect 12-minute cap. Tbulletin, twice a day, can the most talked about genres in the to lose 15-20 per cent, on an average, morph into a 24x7 channel. As news Indian television space for the last if they follow the 12-minute cap, a channels gradually became 24X7, couple of years. Not all is well on the decision on which, at the time of this advertising revenues grew till, today, viewership front, though. issue going to print, had not been the genre accounts for 13 per cent of made. The genre has always been the total ad revenues generated by IN THE NEWS crippled by high investment and low television. This `1,700 crore business ver the years, the news genre returns as the average advertising is shared by 25 Hindi, 15 English and Ocontributed 6-7 per cent to rate proposed by the news channels around 120 regional news channels the total viewership pie of Indian stand close to `1,000-1,200 for 10 – the lion’s share going to the first Television. Of late, however, that seconds. At its highest point, the rate figure has come down to 4 per cent peaks in the range of `5,000-8,000 for or thereabouts with digitisation 10 seconds. Automobiles, services contributing to the drop. Though and banking, finance services and experts expect advertising revenues insurance are the biggest advertisers to drop too, they don’t connect it on the genre. to the drop in viewership. It will be Branding took centrestage when more to do with the 12-minute ad the shift in the Star-ABP alignment cap regulation and the slowdown. resulted in a re-branding of their The good thing about the news news channels. Star News, Star genre is that it is consolidated under Ananda and Star Majha were changed the aegis of News Broadcasters to ABP News, ABP Ananda and ABP Association (NBA) and self- Majha. However the company still

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52 afaqs! Reporter, November 1-15, 2013 owns its 26 per cent stake in the JV, genre. The protests followed by the by surprise. Zee News followed in The genre has MCCS. Apart from this, News X brutal case also found huge coverage. a quick succession by launching a was bought over by the Kartikeya Each channel in the genre saw its show called Double Dose with two evolved in terms Sharma-led ITV (Information TV). GRPs rise by about 7-10 points in radio jockeys from Radio Mirchi. TV Today created buzz around Weeks 51 and 52 of 2012. Apart Apart from this, NDTV of programming the brand, Aaj Tak with the Ranbir from this, the Jindal and Zee News launched an interesting event called Kapoor campaign and the launch of controversy about how a couple of Greenathon, in partnership with and packaging. its annual award function, Agenda the channel’s reporters tried to extort Toyota. NDTV organised India’s first Aaj Tak. The English channel from money from Member of Parliament, Telethon in 2009. The Greenathon, the group, Headlines Today, a Naveen Jindal, in order to distort a a 24-hour live fund-raising event to laggard for the last nine years, leaped news report raised many questions. donate money to support TERI’s to the top position in the genre. It Natural tragedy too had its share of Lighting a Billion Lives initiative was largely because of the aggressive watchers. which aims at providing solar power marketing of the channel and revised During the recent floods in to villages without electricity. content presentation. The Times Uttarakhand, the average weekly Media Planners suggest that the Television Network that has two reach of Hindi news channels recent move of launching more important players in the genre was between Weeks 22 and 24 (May, 26 feature based soft programming in the news for launching the talent to June, 15, 2013) grew by 19.7 per might be an attempt to fill the hunt show, Power of Shunya. cent, vis-a-vis in Week 25 (June, 16 vacuum left by the implementation Aaj Tak also launched two more to June, 22, 2013). The GRPs of the of ad-cap. As new content replaces Hindi news channels, Tezz and genre grew by 97.4 per cent during the spare time thrown up by the ad Delhi AajTak in 2005 and 2006 this time (C&S 15+, HSM). On the cap, there is a chance that a channel respectively. Meanwhile, the Essel same lines, the average weekly reach may get more bang for its buck. „ Group diluted Zee News (ZNL) and of the English news genre between set up Zee Media to consolidate all Weeks 22 and 24 saw an increase the news entities of the group. This of 17 per cent (C&S 25+, All India also included DNA, the recently 1million+), while GRPs rose by 60 acquired Mumbai based newspaper. per cent. A few more regional channels such The genre has also evolved in as Zee News UP, Zee News MP and terms of the programming and Zee Rajasthan Plus were launched. packaging of the same. The initial days of news broadcasting restricted PROGRAMMED to the news reading format gave way nfortunately, bad news makes to use of new technology - now, there Ufor good content in this are graphics, videos, voice-overs and genre. It must also be noted that bytes used to cover the news event. the period since January 2012 was A surprising genre to enter news full of incidents that kept channels channels was the entertainment busy and viewership on the upsurge bulletin. Aaj Tak launched Saas, every now and then. The year started Bahu aur Beetiyan, closely followed by The good with the anti corruption movement Star News (now ABP News) which and Baba Ramdev’s campaigns. Post launched Saas, Bahu aur Saajish, thing about the that came Bala Saheb Thackeray’s while IBN7 had Tadka. Similar news funeral. Ajmal Kasab’s hanging made bulletins from Bollywood followed. news genre is that huge content for the news channels. Times Now too launched a show In the said week from November called Stars for its weekend band. it is consolidated 18-22, the news genre grew by 34 per Aaj Tak launched a music based under the aegis of cent in viewership. talk show on the channel. The The unfortunate Delhi gang- appearance of the show, christened NBA and is rape case of the paramedical student Surili Baat, on the country’s leading attracted a lot of viewership on the Hindi news channel took everyone self-regulated.

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afaqs! Reporter, November 1-15, 2013 53 REGIONAL LOCAL HEROES A country with over 18 official languages ought to have a successful regional broadcast industry. It does.

he best place to start the regional television story is TTamil Nadu - if for nothing else, but the fact that the Tamil TV industry accounts for approximately 30 per cent of the `3,863 crore revenue generated by regional channels. The TV business in the south has seen much action in the past two years. Along with new channel launches, came consolidation. The Maa Group was acquired by Sony Pictures Television (that owns a little over 94 per cent in MSM - owners of Sony, Sab and Set Max) and Eenadu Group (barring its Tamil channel) got bought by TV18.

THE BIGGIE SUNNY DAYS that comes in: fill the gap. And there amil Nadu hasn’t seen many ow did Sun come to dominate? are a few in the pipeline. New Gen Tchannel launches, largely HThe answer is that the oldest Media (owner of Puthia Thalai Murai because of the cable distribution network in the state ran solo for - PTTV, a Tamil news channel) is all “MIB’s mandate that monopoly in the state. The biggest a long time. Owned by Kalanidhi set to launch a GEC soon. channels have to be cable network, Sumangali (owned Maran, Sun had a successful role to The first channel from PTTV, launched within a year by DMK), covers 80 per cent of the play during the elections too. It got launched in August 2011, was popular total TV viewing households in the its content right and there was the because of its innovative packaging of getting permisson, has state. And also because Sun TV has a support of the DMK. and new content. News channels pushed new launches and monopoly in the GEC space It is the only major player to adopt in the state largely followed the content.” On the other side of the fence a Doordarshan-style business model news-reading format before PTTV’s is Arasu (which, by the way, means - the broadcaster sells a programming vox-pop, live news feed, reports Government) Cable Network, slot to a private producer, leaving the from the scene and live voices caught MANOHAR KESARI owned by chief minister Jayalalitha, ad-sales work to the producer. viewers’ fancy. The channel hasn’t Eenadu which is still struggling. The Responding to the Sun Network, let go of its pole position, achieved condition of the cable system might rival AIADMK launched Jaya merely five weeks after its launch. worsen if the Ministry of Information Channel in 1999. Then there are When Thanthi TV arrived, and Broadcasting (MIB) decides to other channels like Raj TV, Captain it didn’t require much of brand take up TRAI’s advice to not allow TV, Kalaignar TV and building, unlike PTTV, since it any fully-state-owned TV channel or too, but Sun still rules the roost, as came from an existing newspaper distribution company in the country. it has done for close to one-and- group, Dina Thanthi. These were If Tamil is the biggest regional a-half decades. Moreover, the gap the only major launches in the state market, the smallest are Gujarati and between the leader and the second until recently, but other players are Bhojpuri. One reason is that the only best player is about 1,000 GRPs, trying to consolidate their position. language spoken in the state is Tamil, suggests Shankar B, founder, Fourth “Publication houses own news unlike Gujarat, UP and Bihar, where Dimension Media. channels, since they already have a Hindi plays a part. The task is cut out for any GEC set network for collecting news,”

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54 afaqs! Reporter, November 1-15, 2013

adds Suresh Iyer, strategic advisor is a different market altogether. affiliated to, political parties. Some and consultant, Polimer TV. The A few major print players GECs too are backed by politicians - reverse happened in June 2005, when ventured into television after Mega TV in and Sakshi Sun Network bought 100 per cent Malayala launched in are instances. stake in the Group. in 2011. “But apart from the national players These include Kappa TV and like Star, Zee and ETV (TV18), there MARKET FORCE News, from the print aren’t many serious players. Many amil Nadu is a big retail conglomerate Mathrubhumi, while channels are those that were set up Tmarket for FMCG and textiles. Kerala Kaumudy launched Kaumudy by cable operators,” says Iyer. There Consider home-grown brands like TV. A GEC, called Media One, was are other reasons too. RMKV, Pothys or Kumaran Silks. launched by Madhyama Broadcasting Manohar Kesari, national sales According to industry estimates, and then came Asianet Movies. head, Eenadu, suggests that the the airtime these brands buy on In terms of ad revenue, Kerala MIB’s December 2011 mandate that the regional channels (it is more is the smallest of the southern channels have to be launched within than what they buy on the national markets, accounting for `600 crore. a year of getting permisson, has ones) is `10-12 crore per brand, It is refered to as the Jewellery Brand pushed new launches and content. every year. During the last three Capital of the country by many. Be In terms of ad to four years, the regional brands’ it Joy Alukka’s, Malabar Gold or MIGRATION contribution to ad revenue of the Kalyan Jewellers, the state has a lot ig ticket shows are finding their revenue, Kerala is Tamil channels increased from about of home grown jewellery companies. Bway into regional markets, the smallest of the 30 to 40 per cent, while national Each of these spend `25-30 crore in with high investments from new players contribute the rest. advertising, says an ad sales head, owners of regional channels. After southern markets, The Tamil calendar is such that advertising happens nearly through accounting for `600 the year. It starts with Pongal in ORIYA crore. January, the Tamil New Year nlike other regions of the country, Odisha remained a print market for a very long time. It in April and Diwali in October- Uwas only in 2002 that the first private GEC, ETV Oriya was launched. At present, the region November. Interestingly the month has 11 channels that cover news, general entertainment and other genres. of Aadi (between July 17 and August In 2006, Ortel Communications’ Orissa Television (OTV), a cable channel earlier, was 16, considered auspicious) also gets launched as a satellite channel, which had a mix of news and entertainment. Two years later, in a lot of advertising, because of the a bid to separate news from entertainment, it launched Tarang TV, a GEC. OTV was re-launched offers and discounts promoted by the as a news channel. The network now hosts four channels with the addition of Tarang Music (a regional advertisers. music channel) and Prarthana (a spiritual channel). The news genre has players like Naxatra TV and Kanak TV. Sarthak TV is another strong player in the general entertainment space. The evolution of the Tamil However, Sarthak is dependent on movies – it telecasts 21 movies a week. film industry has also lowered the The television business in Odisha is in for a good time. There has been the odd shut-down dependence of broadcasters on like that of STV Samachar and Odishatime TV (formerly known as Kamyab TV). But the region, national advertisers. An average film as such, has grown rapidly since 2008 and currently its TV advertising revenue stands at `170- produced for about `40-50 lakh, 200 crore. The movie market has however not grown. There are barely 40 movies launched also spends a similar amount on a year and television channels have to depend on dubbed movies from the Tamil and Telugu marketing the movie. As a result, markets. movies are buying huge amount of Shivashish Satpathy, Ortel Communications says that costume dramas are also taken from inventory on television to make sure other markets. While his own channel has five originally produced fiction shows (the highest in it draws crowds. the market), it has to depend on costume dramas like Mahabharata and Savitri. In September this year, ZEEL founder, announced the network’s plans to launch a GEC in this market, tentatively called Zee Kalinga, by the start of 2014. MCCS, which THE OTHERS owns ABP News (Hindi), ABP Ananda (Bengali News Channel) and ABP Majha (Marathi News he three other states in the south Channel), also plans to launch a news channel in the state. Twitnessed the launch of many non-GECs. While Andhra Pradesh saw a spurt in news channels, Kerala “A player has to first and Karanataka saw movies and music who doesn’t want to be named. the acquisition of ETV Group, understand what will not channels coming up. Unlike Tamil TV18 launched Bigg Boss on ETV work in the market.” Nadu, in these markets national NEWSWORTHY, BUT… Kannada and ETV Bangla, while players like , Digicable and edia experts believe that the Kaun Banega Crorepati was launched Siticable operate efficiently with a Mtelevision industry in Andhra on ETV Marathi. Meanwhile, Star SUJOY KUTTY good number of subscribers. Pradesh was always cluttered with extended its property Mahabharata to Zee The GEC space too is clearly news channels - 21 of them vying , the south and Bengal. defined. Asianet leads in for 700 GRPs. TV9, the leader, gets The reverse happened when Zee and the gap with the oft-changing about 140-150 GRPs, with TV5 launched on the second-most-watched channels isn’t being the closest competitor. national channel, after experimenting as huge as that in Tamil Nadu. Kerala These are mostly owned by, or with it in the Bengal market. The

2011 Viacom 18 launches Sony Mix (MSM), Sonic, primarily Mtunes HD and A+E Networks | TV18 targeting boys UTV Stars (UTV) launches infotainment Life Ok replaces channel, History TV18 launched Star One as third GEC from Star India

58 afaqs! Reporter, November 1-15, 2013 GEC was launched in 1999, while MARATHI Zee Bangla Movies was launched in 2012. Why the three-year gap? he Marathi television space has grown from a half an hour programming slot on Says Kutty, “A player has to first TDoordarshan, in 1984, to having 15-20 dedicated channels now. The most recent entry is understand what will not work in that of Maayboli from Sri Adhikari Brothers. The channel has a mix of music and humour in its content offering. Over the last 3-4 years, the number of channels has almost doubled. Star the market.” Pravah is another newcomer in the Marathi GEC space. Competition has been extremely tough An official from and existing players like ETV Marathi and are finding it rocky. mentions that another important The Marathi story is similar to that of Hindi GECs. Zee was the first entrant in the market, change in the genre is the skew in bringing the private television channel concept in Maharashtra, in 1999, with Zee Marathi and male viewership. Also, it was learnt the first regional news channel, , in 2007. The ad revenue of Marathi language that sustenance is a problem because “The gap between Sun channels stands at about `350-400 crore. Bengal is still not a priority market and the second best player Until the mid-2000s, media companies didn’t see much potential in the Marathi market for advertisers. because viewership went to Hindi channels. But lately, the genre has grown and one of the is about 1,000 GRPs.” reasons for this is the growth of Marathi cinema. WELCOME DIVERSION? egional markets have seen a surge SHANKAR B show was later extended to the the market and create goals for the Rin events, mall activations and Fourth Dimension Media Marathi market. Sony too, extended same,” says Sujoy Kutty of Zee experiential marketing. “They are CID to the Bengal market with CID Bangla Channels. aping the Hindi speaking market,” Bureau on . ABP owns ABP News (national says one media professional. And As for the Karnataka market, Sun channel), ABP Majha (Marathi news why not, if it is a successful model? Network was the first one to enter the channel) and ABP Ananda (Bengali The Hindi speaking market has private television space in the state news channel). The region also saw on-ground events like IIFA Film with Udaya, in 1994. Interestingly, two launches and Zee Awards, , Star most of the Kannada channels like Bangla Movies from Star India and Parivaar, Producers’ Guild Awards, ETV Kannada, and, Zee, respectively. Interestingly, the AajTak Care Awards, Colors Screen most recently, Asianet Suvarna and Bengali movie industry too hasn’t Awards and Sab Ki Holi. These might Suvarna Plus are owned by non- done too well. There are 100-120 have been models for the broadcasters Kannadigas. Samaya TV was the first movies released every year. But in the south and east alike. Annual Kannada news channel launched by a hardly 15 per cent of these manage on-ground properties like Tamilan Kannadiga, in June, 2010. to stay in theatres for over 10 days. Virudugal, Agricultural Festival and a The rest don’t get their due in science innovation activity in schools OF SPIN-OFFS the multiplexes and movie channels by Puthia Thalai Murai are common. There has been a surge of spin-off give them an opportunity to offer One of the biggest awards, the South non-news channels from existing these to the viewers. Zee Bangla, a Indian International Movie Awards, networks. Bigger channels, because was launched this year. There have of the 12-minute ad cap, launched been television, music and movie alternate channels called ‘flanking awards in the regional space like Big Big ticket shows channels’, to increase ad inventory. Tamil Melody Awards (in 2013). are finding their Once a GEC has acquired a library, Manohar from Eenadu suggests launching a movie, music or comedy that this is partly because of the way into regional channel makes sense. increasing cost of acquiring movies. Movies are the most cost effective “These events make for weekend markets, with high way of launching another channel and properties for the channels, in garnering more revenue, especially addition to establishing connect with investments from for larger networks. “Nobody has the audiences,” he adds. new owners of rights to movies apart from large Networks like Star and Zee too networks,” says Iyer of Polimer TV. are replicating their other successful regional channels. News channels too are convenient on-ground properties in the south. spin-offs, since GECs in the south This is new and exclusive content have a regional news segment. for the broadcasters, unlike movies Moving eastwards, one finds which already are available on other more shudowns than start-ups. In platforms. Bengal, out went Tara News and Bengal too has had its moments. Tara Muzik, along with Sananda, a Recently, there was an event called GEC from ABP Group. Were these Prosenjit Turning 30, that celebrated decisions made in haste? “All the the filmstar’s birthday. It’s new for channels decided to wrap up within the viewer and the advertiser too. a year-and-a-half of their launches. And, a win-win situation for all It’s too short a time to understand concerned. „

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afaqs! Reporter, November 1-15, 2013 59 SPORTS GAME FOR MORE With badminton, boxing, football, motor racing and other sports lighting up TV screens, sports broadcasting in India is inclined to change.

ne thing is becoming clear. Sports telecast in OIndia is moving beyond cricket and will continue to do so. Sports broadcasters are confidently brandishing their wallets for ‘other’ sports.

ALIGNMENTS OF PLAY onsider the big four sports Cbroadcasters, Ten, Star India, MSM and Neo. To start with, Ten Golf was launched as a channel dedicated to Golf, a sport that has Neo Prime. The channel is however world cup comes by, advertising only a small band of followers. Apart fighting back with Bundesliga, share increases tremendously. On an from this, the broadcaster picked up World Series Hockey, Asia Cup, average, sports advertising generates other sports like Tour de France (till French Open and BWF World revenues of about `4,000 crore, per 2016), the Commonwealth Games Championships up its sleeve. year. Nonetheless, broadcasters are 2014 and Asian Games for 2014. Star India remained at the helm gearing up for the future. Everyone’s The company is also the official of all news and discussions about sure that, with time, other sports will “The focus on English has broadcaster of WWE matches (World sports broadcasting. ESS, its 50:50 get decently comparable viewership been a big deterrent for Wrestling Entertainment), a popular JV with ESPN, paid `3,851 crore for vis-a-vis cricket tournaments. sports channels. We want sport watched by many in India. the acquisition of telecast rights for As of now, according to industry to change this.” MSM, a relatively new player in all cricket matches played in India, experts, three million people watch this genre, has tied up for a string from July 2012 to 2018, covering tennis and close to 19 million watch of wrestling and fighting sports 96 matches. Post that, the network football. Digitisation will give more VIJAY RAJPUT including TNA Impact Wrestling, became a complete subsidiary of people accessibility to the various ESPN Ultimate Fighting Championship News Corp, which bought out sports and broadcasters might get the and Boxing Classics for its new sports ESPN’s stake. Recently, the network opportunity for charging the same. channel, Sony Six. The channel launched its sixth sports channel, has also been supporting basketball Star Sports 2. PLAYMAKERS through National Basketball here have been innovations in Association (NBA) and golf through IS THERE MONEY? Tthe marketing and promotions the Golf Premier League. ave non-cricketing events of sports events. Recently, Star India The biggest sports broadcasters Hstarted attracting revenues for launched a campaign for English of them all, Star India (ESPN, Star the broadcasters? Not really. Prasana Premier League that featured Sports, Star Cricket and Star Sports Krishnan, business head of Sony Six, Mahendra Singh Dhoni , whereas 2) has shown acute interest in home- informs that even today, about 90 per the one for IBL featured high grown leagues like Indian Badminton cent of the total revenue garnered profile badminton players like Saina League (IBL), India Super League from sports broadcast comes from Nehwal, P Kashyap, P V Sindhu and (ISL) and Hockey India League cricket tournaments. Jwala Gutta. “Our aim was to build (HIL) and Super Fight League. Consider Indian Premier League recognisable heroes within IBL,” The last in the list of sports (IPL), now in its seventh season. adds Vijay Rajput, COO, ESPN broadcasting is Neo Sports, which It still gathers close to `1,100 crore Software India. suffered a big blow when it lost the for the MSM network. The total Basketball got its due when Sony cricket telecast rights to Star India, advertising pie of the genre depends Six organised NBA Jam to promote in April last year. This also led to largely on the big sports properties the rebranding of Neo Cricket as in a year. If a cricket or football FRQWLQXHGRQSDJH>>

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60 afaqs! Reporter, November 1-15, 2013

NICHE CHANNELS FOCUSED APPROACH FOOD The story of television he genre has grown exponentially won’t be complete without Tin the last three years. Five years back, all that the viewer got to see MIB issued an advisory that all the talking about channels was Zee with Sanjeev advertorials relating to astrology, Kapoor and Surabhi on Doordarshan. vastu and discourses by some gurus that are sharply focused. Today, that list is a mile long. encourage superstition. That came A look at those that have Not only do news, GECs and as a dampener for some. Though travel and lifestyle channels have channels continued with their made a mark. lavish bulletins on food and cooking, regular programming, there have there are 24x7 dedicated channels with celebrity chef Gauti (Colors), Cook hardly been any new launches in the broadcasting food shows. Zee Khana It Up with Tarla Dalal (Sony), Zaike genre. Khazana, launched in December Ka Safar (Zee), Mirch Masala and The 2010, was the first. It was followed Shipra Khanna Cookery Show (Star HOME SHOPPING by Sanjeev Kapoor’s Food Food in Plus) and the more recent Sanjeev n the face of it, it would seem January 2011. The celebrity chef Kapoor ke Kitchen Khiladi (Sony). Othat home-shopping television hosted the flagship Khana Khazana channels have huge scope in terms of for about 17 years, before going on RELIGION sales and changing trends. However, his way to set up his own channel. he recent drama over the in the five years since Homeshop 18 Soon after came Alva Brothers Tpeccadiloes of a priest (Asaram (the first player) was launched, there Nikhil and Niret’s channel Food Bapu) raised a question mark on have been just three. First which shut down recently. the many discourse-based telecasts. The 24X7 Homeshop18’s foray And the genre size remained at two TV channels became the easiest led to two more coming in - Star players since then. Other channels way to reach households - and the CJ Alive from Star Network and like Fox Traveller, NDTV Good superstitious minds - of people. But Asianet teleshop, that is a regional Times and TLC have a substantial for broadcasters, it was business as player. This is a genre that is highly amount of culinary programming. usual. dependent on infomercials and The arrival of reality shows on A 20-25 player market (including comes under the category non-store Hindi GECs took food to another regional ones) came into being with retailing. What is interesting to note level. MasterChef India (Star the establishment of Aastha TV in is that both the national players in Plus) entered in 2010, followed by 2000. It was followed by Sadhna this genre are affiliated to Korean a plethora of cookery/talent hunt (2003), (2004) and broadcasters. „ shows that included Kitchen Champion Bhakti TV (2007). In June this year,

<< FRQWLQXHGIURPSDJH Hindi commentary in sports that camera setup (about 15 years back) to hitherto did not broadcast in that the 36 camera setup now. There are language. Some recent examples are innovations like Hawkeye, Hotspot, Game for... English Premier League, IBL and Spider cameras and on-stump mics. HIL. So, is it helping? On-air packaging is improving as the game. “It was a big example of on The telecast of HIL delivered a competition increases. There have ground marketing and attempting to reach of 41.1 million, IBL’s telecast been instances of global design firms grow certain sports,” Krishnan adds. reached 20.7 million people. In being hired by sports broadcasters He names digital as a good tool for BPL, the channel claims to have and event organisers to create a promotion and notes that availability experienced a 91 per cent jump in distinct identity for their properties. of infrastructure is another important average match TVTs (television Sports consultants agree with aspect of developing any sports. viewership in thousands) after the broadcasters that on-air viewing of Some sports are easier to develop. introduction of Hindi commentary “Even today, about 90 per sports is directly proportional to the Take basketball. Courts are easily in the HSM markets. cent of the total revenue interest and fan following to that available in almost all schools and Broadcasters hope that some of garnered from sports game. But are people going to the basketball doesn’t need too much these eyeballs will start following the broadcast comes from stadium? space. So there is huge scope for the game. Recently, IBL and the Hockey game. Rajput of ESPN states that India cricket tournaments.” league saw some crowds. Regional Mautik Tolia, EVP, programming has 125 million people speaking variations play a part too. Football and production, Neo Sports points English compared to 400 million PRASANA KRISHNAN matches in Kolkata attract huge out that the big challenge is to ensure viewers who understand Hindi. Sony Six numbers and stadia are nearly always viewership. “Both on- and off-air “The focus on English has been a packed. The factors that stop people communication are important. The big deterrent for sports channels. We from visiting grounds range from other challenge is creating buzz want to change this,” he adds. ticket prices to proper toilets. around the event,” he adds. Tolia goes a step further. “The TECH TAKE Sports telecasting is giving itself a focus,” he points out, “should be on rishnan names technology as the new mould although a clear picture THE HINDI FACTOR regional language commentary that Kbiggest facilitator of the enhanced will take time to emerge. But peering hannels are also experimenting covers as many states as possible. It programming. Take cricket. Content into the crystal ball for a moment, Cwith moves such as introducing will help expand the market.” production has moved from the 7-8 what lies ahead looks dynamic. „

62 afaqs! Reporter, November 1-15, 2013 THE ROAD AHEAD Experts predict what the future of Indian television industry will look like.

Digitisation will benefit broadcast- The latest PwC Report projections fore- Many first-time TV homes will be added ers, MSOs, LCOs and consumers. In cast that television will command half and digitisation will create access for 12-15 months from now, we expect of the entertainment revenue pie by many channels. A more robust and trans- to see subscription revenues go up 2015, with a cumulative growth rate of parent subscription process will stimulate fairly dramatically. Carriage fees will 14.5 per cent over the next five years. income for many TV channels. be rationalised to a fraction of what Appointment viewing as a concept is it was in the past. We are looking shifting, with the advent of advanced at putting in a new measurement STBs offering customised solutions. system that will provide greater Users will get the chance to express accuracy, reliability and transpar- their feedback on shows they consume. SUNIL LULLA ency. Consumers will be better MD and CEO, Times targeted and be able to get what Television Network they want to see. MD & CEO, ZEEL

MMAN JIT SINGH CCEO, Multi Screen Media We will move from a few successful and financially viable channels, to a scenario where even the most differentiated content will find its way into the right homes. In the next 12 months I see digitisation impact the fate of some channels, content qual- ity improving, some clarity on the new financial Television will ride the next media wave of content, Digitisation and revenue models and the entry of varied unique content to wield more power! The power control will be total - people power and channels. money (revenue). Absolute power in this country is political so, in all likeli- hood, it will go that way. Indian media marketers are one of the best in the world and will make the best of TV strengths. Distribution revenues too will fall in place with digitisation.

VIKAS KHANCHANDANI Director, Aidem Ventures SHRIPAD KULKARNI CEO, Allied Media

With digitisation setting in completely, all MSOs and DTH service providers have to ensure that they reach 3,214 km with STBs - a task even large multinationals with multi-layered distribution networks haven’t been able to do so in so many years. Hence, my forecast is that in the absence of analog signals and non-availability of STBs, many homes will return to terrestrial signals and good old Doordarshan will rise again if it gets its act together. One will see the mushrooming of channels offering high quality customized content. Real time rating, stable and true representation of the actual viewer preferences, will encourage broadcasters to experiment with content across a DIVYA RADHAKRISHNAN spectrum of genres. The 10+2 ad cap will enhance the viewer MD, Helios Media experience and present the broadcaster with the opportunity of charging a fair price for content. Consumers will benefit from exposure to quality content, as well as get a truly world class viewing experience.

There will be a phase of consolidation and I feel that there will be RAJ NAYAK no more than 3-4 players per genre who will thrive. The meas- CEO, Colors urement system will hopefully become more robust and through digitalisation, real reach numbers will be available for the first time. There will be more and more ‘complimentarity’ between digital and TV as a medium, going forward. ASHISHA BHASIN Chairman,C India and CEO, SouthS East Asia, Aegis Group

afaqs! Reporter, November 1-15, 2013 63 1(:60$5.(7,1* THE MOBILE INDIAN SURVEY Nokia Bounces Back Nokia had almost phones, four were from Nokia. If we HANDSET HOTLIST - OCTOBER 2013 look at the last five Handset Hotlists, vanished from the Top Screen Nokia had not managed to get Rank Rank Change Model Score Price OS Searched Handset List Sept. Aug. (`) Size more than three handsets in the list 1 0 0 Micromax Canvas 4 100 16,900 Android v4.2.1 13 before. Also, if we analyse consum- in the past, but now it’s 2 5 3 Sony Xperia M 75 11,800 Android v4.1 4 ers’ searching behaviour towards back. News Bureau 3 NA New Samsung Galaxy S4 Zoom 72 26,850 Android v4.2.2 16 pixel resolution of rear camera, out 4 3 -1 Xolo A500S 35 6,170 Android v4.2 5 of the Top 25 handsets that made it 5 NA New Micromax Canvas Doodle 2 A240 33 17,450 Android, v4.2.1 12 to the list, 12 had 8 megapixel reso- okia, which has been in 6 2 -4 Samsung Galaxy Core 30 12,650 Android v4.1 5 lution or more. troubled waters for quite 7 NA New Nokia Lumia 925 29 26,990 Windows 8 8 Commenting on the trend, a some time now, has spokesperson from The Mobile N 8 NA New Micromax Canvas Fun A76 28 7,599 Android v4.2 5 bounced back once again. This was Indian says, “Last year too, in 9 14 -5 Samsung Galaxy Young 27 8,299 Android v4.1 3 revealed by a survey of The Mobile October, consumers searched for Indian in which the online prefer- 10 NA New Xolo Q1000S 26 15,600 Android v4.2 13 phones that had better camera reso- ences of over one million people 11 NA New Samsung Galaxy Note 3 25 40,000 Android v4.3 13 lution, as 16 of the top 25 listed had who visited the website (www.the- 12 7 -5 Samsung Galaxy S Duos 25 9,250 Android v4.0 5 5 or more megapixel resolution. mobileindian.com) in September, 13 NA New Micromax Bolt A67 24 5,275 Android v4.0.3 2 At that time, 5 MP was not a bad were analysed. 14 17 3 Micromax A110Q Canvas 2 Plus 24 12,400 Android v4.2.1 8 number.” As per the Handset Hotlist sur- 15 11 -4 Micromax Canvas Doodle A111 24 9,350 Android v4.1.2 8 As per the Handset Hotlist sur- vey, among the Top 25 searched 16 NA New iBall Andi 5h Quadro 24 10,500 Android v4.2 12 vey, consecutively for the second 17 6 -11 Nokia Asha 501 23 4,350 Asha OS 3.2 month, Micromax Canvas 4 is the 18 13 -5 Nokia Lumia 520 22 8,350 Windows 8 5 most searched handset. Out of the 19 NA New Nokia Lumia 625 21 14,490 Windows 8 5 25 most searched handsets, six were 20 NA New Spice Stellar Glamour Mi 436 21 5,750 Android v4.2.2 5 from Samsung and Micromax, two 21 NA New HTC One Dual Sim 21 45,000 Android v4.1.2 4 each from Spice and Xolo, and one each from Karbonn, Gionee, HTC 22 18 -4 Samsung Galaxy Win (Quattro) 20 14,800 Android v4.1.2 5 and iBall. 23 10 -13 Karbonn Titanium S5 18 9,500 Android v4.1 10 The Relative Score indicates the 24 NA New Sony Xperia Z1 18 37,400 Android v4.2.2 20.7 popularity of each handset vis-à-vis 25 NA New Gionee Elife E5 17 17,790 Android v4.2 8 the leader. This month, there was a stark decline in the relative score from rank No. 3, with handsets Among the Top 25 searched phones, four managing to garner scores of less than 40, going as low as 17. „ were from Nokia. [email protected]

mmade Bisleri a widely recognised RAMESH H CHAUHAN ppackaged mineral water brand. The book also gives some advice ttoo entrepreneurs and marketers, Bio in a Bottle wwith one of the gems being his bbelief that ‘our biggest competitor Chauhan’s biography, ‘Thunder Unbottled, is our incompetence’. “You need ttoo be passionate in what you are From Thums Up to Bisleri’, marks his 50 year ddoing. Today, the feel for business association with Parle. News Bureau oor the feel for anything is miss- ining. It’s all very mechanical,” he ointing at a large black and and Limca, unveiled his biogra- lalamented. He advises marketers white family photograph, phy, ‘Thunder Unbottled, From ttoo not be worried about competi- PBisleri’s chairman Ramesh Thums Up to Bisleri’, in Mumbai ttors.o “If you find that your market Chauhan asked journalists to recently. The 236-page coffee table shshare is going down, what will you identify him in the 21-member book has been written by Patricia J ddo? You pull up your socks! If you group. This comprised Chauhan’s Sethi, former UN bureau chief for kknow what you have to do and go grandfather Mohanlal Chauhan, Newsweek magazine and a close ahahead and do it, there is no way his parents, siblings, uncles, aunts friend of Chauhan, and published yyou will lose your market share,” and cousins, taken at the Chauhan in-house by Bisleri International. biography is filled with several old he asserted. clan’s Shanti Kunj bungalow at The book is priced at `795. photos of Chauhan and his family When Parle sold its aerated Vile Parle, Mumbai. After many According to Sethi, the book is and gives a peek into Chauhan’s business to Coca-Cola in 1993, wrong guesses, Chauhan identi- a celebration of Chauhan’s life handling of Parle, which intro- Chauhan says, in the book, that fied himself as the child wearing a and achievements, ‘pulsating with duced the country to the flavour of he cried while the deal was being bow tie, holding a toy. positive energy which it exudes’. It cola-based (Thums Up), lemon- signed, as he felt he was giving up The former owner of brands also coincides with Chauhan com- based (Limca) and orange-based his baby. „ such as Thums Up, Goldspot pleting five decades at Parle. The (Goldspot) drinks in the 1970s and [email protected]

64 afaqs! Reporter, November 1-15, 2013

1(:60(',$ TELEVISION It’s All About Timing With the launch of STAR World Premier HD, the English entertainment genre has got a new dimension. Airing TV shows closer to their US launches - could be the new phenomenon. By Raushni Bhagia

he English general entertainment genre, After trying out all this, the channel could bring although very small in terms of viewership, Supernatural within 20 days of its US launch, in Tis showing consistent and impressive October, 2012. That was the first attempt. “We growth of 25-30 per cent year-on-year, for the picked up shows which are popular and are being past three years. followed by the Indian viewers,” he reveals. With players such as AXN, STAR India and There’s a difference in the viewing pattern Zee flexing more muscle to grab attention, this between the US and India. While viewers are number is expected to rise, post digitisation. Its used to daily viewing in India, abroad, almost all niche audience is alert, aware and internet savvy. the prime time shows are weeklies. AXN was The channels in the genre are gearing up to reluctant to make it all weeklies in a single shot. cater to the audiences in a better way, with many The big leap for AXN was Hannibal, which television shows being launched parallel to or at was launched in India on the same day as in the least closer to their US launches. US. A lot of people knew the franchise and, with STAR India, for one, launched STAR World aggressive marketing, it did manage a decent Premier HD with 26 new shows; the network also sampling. That’s where the first break came, six launched six new shows on its existing English months after the channel started working on it. GEC, STAR World, at 10 pm. Zee Cafe has STAR World, however, did it in a single go with launched The Ellen Degenres Show with the US, the launch of six shows at the 10 pm time-band in while AXN too has a list of shows being launched September this year. Vaz says, with reference to closer to their US launches, like Supernatural STAR’s new channel, Star World HD Premiere, Season 9, The Voice Season 5 and the next seasons that audiences are ready to pay for quality content. of Hannibal and 24. Zee will launch the latest seasons of Big Bang Theory- IS IT WORTH IT? Season 7 and Vampire Diaries Season The audience “Obviously, interactions have here is a marginal increase in the acquisition 5 and the next season of House of grown phenomenally. We just Tcost of the shows when bought for parallel or Cards will come up early next year. get access to announced Supernatural 9 launch earlier launches. A media planner adds that since Apart from Canada, all countries date and it got about a thousand most of the international shows are bought for have American shows telecast the pirated likes on the post within two days. multiple seasons, the costs don’t vary exponentially. months after they are launched in The people are talking about it and Vaz agrees that the cost is up for these shows. the US. So what makes Indian shows as soon are aware of what is going on in the “Surely, anything that comes early will come at a audiences different? One of the as the seasons US,” he observes. premium, but I think it’s worth investing in that main reasons is internet penetration. Interestingly, the audience base premium and giving the audience the content that With increasing internet and hence, end in the US. is also growing for the individual they want to watch. To monetise that extra bit, social media exposure, the audience franchises. Consider Supernatural, we’ll have to find out ways,” he explains. gets access to the pirated shows as soon as the which has been on AXN for a long time now. However, Punjabi of AXN says that the major seasons end in the US. Growth in its viewership has increased the most increase is the operational costs involved. “But Kevin Vaz, business head, English channels, in the recent season. Punjabi mentions that it’s not that is the need of the hour today. Moreover, is STAR India, explains that apart from availability just the metros, even Tier 2 cities are participating there any special way to monetise it apart from the on the internet, people ask for DVDs from abroad. in the Twitter and Facebook contests. Vaz seconds advertising and subscription? I would say no, none “When you don’t give the audience a choice, they this and adds that even the ‘1 million’ towns want as of now,” he adds. will go to piracy. He/she is a global Indian and is to watch English content. “They are learning All channels agree that there has to be a proper aware of what is available where and which seasons the language and for the first time, when cable mix of daily shows (older) and weekly shows of which shows are running abroad.” He adds that is reaching the house with better picture quality, (closer/ parallel to the US airings), since there are in India, broadband is not a very great experience why not? Subtitling also has a larger role to play in audiences for both. The shows which are launched and the viewers will always be ready to come to this,” he says. Subtitling was included in the genre before they get over in the US, have to be weekly television, as it is a better option. “Television is a about 4-5 years ago. telecasts. “I don’t want to change all their viewing more relaxed form of viewing content. It’s a family habits, but give them an option for the same,” Vaz viewing experience,” he says. WHERE DID IT START? states. or AXN, the story started about a year back Broadcasters mostly agree that it is worth the WHY NOW? Fwith analysis of audience feedback. “For the risk up to a certain extent. For a big franchise dvancement of technology and internet contractual delays, we went back to the studios with a huge fan following, it makes sense to bring Apenetration results in piracy, which is a and explained that without action, piracy is going shows closer to their US airing. “We have seen challenge these channels face today as the audience to kill us anyway. This was an obvious way to some traction and a lot of initial success in that wants to see the latest seasons of their favourite grow the overall viewership of the genre,” Punjabi space, but I think the audience will need some shows. It’s not that the social media phenomenon explains. time to mature,” adds Punjabi. is very recent, but yes, the platform was earlier To take care of physical delays, a digital delivery However, it is too big a risk to convert the largely used for interacting with friends and not system was set up. Although S&P (Standards and complete schedule to weeklies. “The genre is so much for fan following and brand-interactions. Practices) to implement content guidelines was small that the risk to reward ratio is significant and Sunil Punjabi, business head, AXN, says that taken care of, it took at least one full day to see the the impact can be long lasting. It’s easier to bring the number of fans on the channel’s Facebook content and do the edits. Also, subtitling needed at page has grown five times in the last one year. least an hour for a single episode. FRQWLQXHGRQSDJH>>

66 afaqs! Reporter, November 1-15, 2013 1(:60(',$ SAB TV Cooking Up a Story The ‘light-hearted cookery show’ will see the integration of Prestige kitchen appliances in a significant way. By Prachi Srivastava

AB TV has opened its 7.30 pm sslotlot with a show based on integration wwithith SPrestige, titled ‘Jo Biwi Se Kare Pyaaryaar’’.. Aired from Monday to Friday, the showhow is a story that reflects the lives of a new age couple who, despite leading demand-d- ing work-lives, try to find interestingg ways to spend time with each other. in mar- This is the first time SAB TV is launch- The husband surprises her by cooking keketing the ing branded content as a part of its daily FPC meals using Prestige’s smart kitchen showshow and inin bringing (fixed point chart) and it will be treated like appliances and highlights the bonding thathat ttogetherogether ththee concept. any other show. a couple can share in the kitchen. ProducedProduc by According to Rohit Gupta, president, ad Talking about the reason for launch- DeeptiDeepti BhatnagarB sales, Multi Screen Media, this is something ing such a show, Chandru Kalro, COO,O, Productions,Productio the new and one will see a lot of branded content TTK Prestige, says, “The soul of our camcam-- showshow wiwilll initially happening now, especially with the ad cap paign was simple - that the husband andd wife havehave 26 episodes. implementation. of today’s day and age find it nice to bond in The channel may consider extending “Brands are looking at investing in such the kitchen. That’s why we have launched the property later, depending on its perfor- content more, to move away from the clut- the television commercial with Abhishek mance. ter. Prestige will be consuming around 30-40 Bachchan and Aishwarya Rai. With this show, Anooj Kapoor, EVP and business head, seconds of the ad inventories of the half hour we want to amplify this message.” SAB TV, states, “This is India’s first light show and the rest will be sold out as regular Kalro adds that this period is not rosy and hearted fiction cookery show. It is a refresh- spots,” he informs. one needs to adopt a contrarian approach and ing concept that will appeal to the modern However, it is pertinent to note here that actually engage in brand building beyond consumers, as they get to learn and cook MSM won’t be able to sell the remaining sales. “We want to make Prestige a much quick and easy recipes with Prestige.” inventory to any of the direct competitors of stronger brand than what it is Prestige, as per the clause in the today, so that when things start deal. booming we will be the strongest The company has also launched brand. Also, we don’t want our an app called I Pledge wherein brands to be any less premium a husband can take a pledge for than the international ones, if and his wife. An anthem is also being when they come.” composed around the show to be A major portion of the total aired on radio channels. cost of the show is being borne by Additionally, the agency has Prestige and according to Kalro, it’s also planned on-ground events more than just a programme. It’s and contests to amplify the brand “a partnership” and not an adver- message - ‘Jo Biwi Se Kare Pyaar, tiser-funded programme. The Woh Prestige Se Kaise Kare Inkar’. „ channel, meanwhile, is investing Kalro, Kapoor and Gupta: a novel partnership [email protected]

an initiative

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__SUL\DQNDIRPDQ#DIDTVFRP_ 1(:60(',$ LONELY PLANET Reader Friendly The travel magazine has adopted a new look that it claims is easy to read; it has also added new sections in the October issue. By Devesh Gupta

onely Planet, a UK-based travel magazine features some of the best and less expensive places that is also distributed in India for the last to visit across the globe in winter. It also has a Lthree years, has revamped its look starting paper jacket which is a guide to travel, wildlife and with the October issue. The magazine will now photography in different settings. have a look, which is easier to understand, shorter The issue has nearly 200 pages and is priced at stories, well planned details for travel and more `150. The magazine aims to reach out to married useful information about locations. It will also people in the age group of 25-40 years without have better and brighter pictures, along with a kids. It connects with people who can spend a couple of new sections such as Armchair Traveler reasonable amount without splurging. and Our Planet. Our Planet is an eye-opener with photo features, cutaways of famous monuments and museums, “A lot of the interviews with travellers, advices, heads-ups on festivals and news on great travel deals. Armchair changes are a Traveller will feature movies, TV shows and books result of feedback that showcase the world, using locations almost as characters to tell a story. from It will also feature reviews of the best mobile consumers.” and tablet apps that can make travel easier and VARDHAN more interesting. It also has mini guides for specific KONDVIKAR experiences, like eating and drinking in famous places, or the best monuments in a city. To maintain the bond with the more acceptable to our readers. We Lonely Planet claims a circulation of 95,000 readers, the magazine also features The magazine realised that our readers had got to 1,05,000 copies. Sixty per cent of this is sold an ‘advice page’ and has expanded will have new exhausted from the earlier method, on stands, while the rest is sold via subscriptions. its ‘Postcards’ section. The new so we decided to revamp it and add Lonely Planet is available at Landmark stores across enlarged section will include many sections such a couple of more sections Armchair Delhi, Mumbai, Bengaluru and Chennai. The more real life stories of travellers, Traveler and Our Planet. It will be magazine maintains ad percentage of around 23-30 along with photographs. as Armchair more in a way that suits India and per cent. In 2012, Lonely Planet set up its first Vardhan Kondvikar, editor, a lot of the changes are a result of office in Gurgaon, India, publishing guidebooks Lonely Planet Magazine India, says, Traveler and feedback from consumers.” for Indian travellers. It has been operational in the “We have changed the way we tell Our Planet. The October edition of the country for the last three years. „ our stories. It will now be in a format magazine is the Winter issue, which [email protected]

<< FRQWLQXHGIURPSDJH programmes and it’s up to the advertisers to buy fixed spots or a RODP (run of day part) band. It’s All About... Marketing is another problem with these shows, since there are the shows as they are in the US,” a lot of restrictions on how much Punjabi says. promotional material can be released. Also, it is pertinent to note that But that’s how the business is and most of these shows are an hour long. the idea is to get the viewer excited So, from Indian FPC perspective, before he/she watches the show, one loses two slots. which that one poster should be able channel, Punjabi says, “Voice is one really small fractions. to do. Moreover, there is a lot of ADVERTISER’S BUCK of the biggest shows across the globe, Vidyadhar Kale, GM, Maxus, material available now outside that dvertisers, naturally, prefer the and it makes close to 14 per cent of adds another perspective to the issue. one poster. Video consumption is Ashows which are launched closer the channel’s revenue. For Hannibal, “Essentially channels use this news growing; there are news stories about to the US airings. “Newness means Kenstar was the sponsor on the show (of running closer to US airing) to the stars every day. more eyeballs and that definitely and we got feedback that the brand create buzz about the content,” he “Though we say that it’s niche, attracts the advertisers,” says Zubin has benefited from the association.” says, adding, “For sponsors, it makes it’s a quality audience who is aware Tatna of MEC. Media planners note that the sense to ride on such programming as of the global activities. So I think However, they still aren’t ready to ratings for English GECs, even the channels promote them heavily even though the communication is shell out a premium for these shows. in higher SEC audiences, are and in turn, sponsors enjoy better less, it’s the best and it exemplifies One can’t monetise until one builds undifferentiated between original/ saliency with promo tags.” what the show is about,” Punjabi a critical mass. closer to US launch and repeat Channels can potentially charge concludes. „ Citing examples from his own programming, as the numbers are in higher rates for fixed spots in specific [email protected]

68 afaqs! Reporter, November 1-15, 2013 1(:60(',$ READER’S DIGEST Trustworthy More than 30 brands were conferred awards at the 2013 edition of Reader’s Digest Trusted Brand awards. By Devesh Gupta

he 2013 edition of the Reader’s THE ‘MOST-TRUSTED’ LIST Digest Trusted Brand Awards, BRAND NAME AWARD CATEGORY YEAR held at a formal ceremony at T Life Insurance Corporation Platinum Insurance Company 2012 & 2013 In the next round of awards, brands Radisson Blu Plaza hotel in Delhi, Eureka Forbes - Aquaguard Platinum Water Purifier 2012 & 2013 awarded more than 30 brands in dif- winning gold awards were recognised Euroclean Platinum Vacuum Cleaner 2012 & 2013 ferent categories. The awards were in varied categories such as Petrol Maruti Suzuki Platinum Car/ SUV 2013 & 2012 Gold conferred for the year 2012 - 2013. Station, Bank & Home Loan, Credit Sleepwell Platinum Mattress 2013 & 2012 Gold The ceremonies began with Manoj Card Issuing Banks, Airfreight/Courier Sharma, group business head, India Blue Dart Platinum Airfreight/ Courier Service 2013 & 2012 Gold Services, Cooking Oils, Pest Control, Today making a introductory speech Indian Oil Gold Petrol Station 2012 & 2013 Airline, Personal Computers (Desktop/ and mentioning that the awards were Hindustan Petroleum Gold Petrol Station 2012 & 2013 Notebook /Tablet), Refrigerator, chosen on several criteria such as cred- State Bank of India Gold Bank & Home Loan 2012 & 2013 Sanitary Ware, Floor & Wall Tiles, ibility, service, quality, safety, design, State Bank of India Gold Credit Card Issuing Bank 2012 & 2013 Water Purifiers, Juices, Rice, Vitamins ease of use, value for money, social DHL Gold Airfreight / Courier Service 2012 & 2013 / Health Supplements, Pain Relief responsibility and innovation. Fortune Gold Cooking Oil 2012 & 2013 Ointment / Balm, Cosmetics, Pens, The chief guest for the event was Pest Control of India (PCI) Gold Pest Control 2012 & 2013 Kitchen Appliances, Lightings and Shriprakash Jaiswal, union minister for Air India Gold Airline 2012 & 2013 Paints. coal. Some of the dignitaries includ- Jet Airways Gold Airline 2012 & 2013 The winning brands for the gold ed Rahul Singh, first editor for the Dell Gold Personal Computer (Desktop/ 2012 & 2013 category were Indian Oil, Hindustan Reader’s Digest; and Mohan Sivanand, Notebook/ Tablet) Petroleum, State Bank of India, DHL, editor, Reader’s Digest. Godrej Appliances Gold Refrigerator 2012 & 2013 Fortune, Pest Control of India (PCI), Speaking about the process, Sharma Parryware Gold Sanitary Ware 2012 & 2013 Air India, Jet Airways, Dell, Godrej mentioned that an independent global Hindware Gold Sanitary Ware 2012 & 2013 Appliances, Parryware, Hindware, marketing agency carried out a research Johnson Tiles Gold Floor & Wall Tiles 2012 & 2013 Johnson Tiles, Kent RO, Pureit, Réal, across the country and the winners are Kent RO Gold Water Purifier 2012 & 2013 India Gate, Daawat, Revital, Amway chosen on the basis of their report. Pureit Gold Water Purifier 2012 & 2013 Nutrilite, Iodex, L’Oréal Paris, Parker, He added that neither the brands nor Réal Gold Juice 2012 & 2013 Prestige, Bajaj Appliances, Anchor and Reader’s Digest have any say in the India Gate Gold Rice 2012 & 2013 Dulux. process. Daawat Gold Rice Only 2012 To make the evening more enjoy- In the first round, brands winning Revital Gold Vitamins / Health Supplements 2012 & 2013 able, the organisers had also roped in the Platinum awards were felicitated in Amway Nutrilite Gold Vitamins / Health Supplements Only 2012 RJ Lucky from Oye 104.8 FM who categories such as Insurance Company, Iodex Gold Pain Relief Ointment / Balm 2013 entertained the guests with games and Water Purifier, Vacuum Cleaner, Car/ L’Oréal Paris Gold Cosmetics 2013 distributed awards. SUV, Mattress and Airfreight/Courier Parker Gold Pen 2012 & 2013 Reader’s Digest has 46 editions and Service. The winning brands were Life Prestige Gold Kitchen Appliances 2012 & 2013 comes out in 18 languages. The Trusted Insurance Corporation, Eureka Forbes Bajaj Appliances Gold Kitchen Appliance Only 2012 Brand awards were launched in India in - Aquaguard, Euroclean, Maruti Anchor Gold Lightings Only 2012 2006. „ Suzuki, Sleepwell and Blue Dart. Dulux Gold Paint Only 2012 [email protected]

PUBLICIS BEEHIVE Publicis Beehive and will operate as Founded in 2003, Beehive a unit within Publicis Worldwide’s Communications has 134 employ- global network. Under the direc- ees providing integrated solutions tion of Beehive founder and CEO with specialties in creative, rep- Scaling Up Sanjit Shastri, the current leader- utation management, media, ship team will continue to lead digital, brand activation and Publicis Groupe’s seventh acquisition in India is the agency and will now report research. Beehive’s clients include that of Beehive Communications. News Bureau to Nakul Chopra, CEO of South over 50 brands and companies, Asia for Publicis Worldwide. notably Malaysia Tourism, General Motors, Korea Tourism, Jubiliant ublicis Groupe announced Retail, and Bisleri, among others. that it is acquiring Beehive The agency has done sig- PCommunications, an Indian nificant work for clients from independent integrated commu- tourism, retail (online and brick nications agency specialising in and mortar), education and real marketing and communications estate industries. This acquisition services for clients across South marks another significant step Asia. This marks Publicis Groupe’s towards Publicis inching towards seventh acquisition in the country becoming a leading communica- since mid-2012. Beehive will be rebranded as Shastri (L) and Chopra: forging ties FRQWLQXHGRQSDJH>>

afaqs! Reporter, November 1-15, 2013 69 ,17(59,(: SUNIL LULLA> CEO, TIMES TELEVISION NETWORK “Ad Regulation could Wipe out the News Genre” In a chat with afaqs!Reporter Sunil Lulla talks about the repercussions of the ad regulation on news broadcasters and the impact of digitisation on carriage fees. Excerpts. By Raushni Bhagia

n the current environment of the ad regulation discussions, news genre seems to Ibe the most vulnerable of all. In this context, afaqs!Reporter spoke to Sunil Lulla, CEO, TTN (which has two channels in the English news space) about his view on the expected losses in the genre and about the network’s new English GEC, Romedy Now.

You have recently launched another English GEC, Romedy Now, which will have a combination of TV shows and movies. Why didn’t you try for some other genre, since you already have a player in the English GEC space? That’s a micro view. Romedy Now is as much a Hollywood product as Movies Now. That doesn’t make it in the same genre. Romedy Now is not based on a genre, it’s based on an emotional attribute, on a belief that people want to live, laugh and love. It works on comedy and romance, and as a product will be a blend of TV series and movies with a mix of both old and new movies.

Why not foray into the Hindi channel space? going to see one of the most interesting elections Will this rather help in clearing the genre We are still in our learning phase in television. and that’s supposed to be news’ Olympics, so to which has over 100 channels, considering the When there’s a right opportunity, may be we will. speak. regional news channels? Our philosophy has always been to target the I think, criteria needs to be set up. Any industry top-end of the consumers - people who have the Do you think that the ad-cap will hurt the which has been left to market forces has evolved money to spend. The Hindi news channel market news broadcasters more than the others? significantly better than an industry which has is very cluttered and needs to evolve a bit. The If there’s one thing that could wipe news genre been regulated. Compare telecom versus IT, advertisers pay significantly more on English news out, it’s ad-regulation. Now, if news channels are medical versus hospitality. Media in my view has than Hindi news. asked to come down to 12 minutes of advertising largely been left free and open but there are some per clock hour, about 30 per cent of the channels bordering constraints such as the ad-cap and the What has changed in the television space in the genre will be significantly impacted, though frequent changes in policies. since Times Now started operations in 2006? the impact could vary from category to category. Today, the best regulator is the consumer. A lot has changed. One, the content part of the Now that their full day is clocked like this, the Each one of them has a remote in their hands and news business has evolved very significantly. The main hours of advertising revenue will go for a that makes it fair play. If there are too many ads, nature of standards and self-regulations that have toss, thereby all of them losing about 25-30 per they will switch. The second part is that then you come for implementation today are far more cent of their revenues. They will be hit by roughly learn why people are switching, you automatically stringent and are creating better products. Also, `1,000-1,500 crore. moderate. there is the diversity of the political parties, the The concept of advertising on news channels businesses and stars. There aren’t 2-3 superstars is very different. If there is the Prime Minister’s Digitisation had promised to help the today; there are 20 of them. Even the arena of speech being telecast, should I take a scheduled broadcasters in getting rid of carriage fees. Is sports reporting has increased, you have IBL, IPL, break? Out of respect to the consumer, the the relief from carriage fees being realised? Football and Hockey. So the news channels have spokesperson, you don’t take a break. So then, The first phase definitely pushed down the carriage a lot to cover. this gets delayed and you have to give the client fees by 20-30 per cent. At stage two, there are The cost of the business has gone up, too. a make good. It means that may be the next greater sets of difficulties. I feel market forces are News business faces a challenge today in terms of break structure is going to be more than what designed for the rationalisation of carriage fees operating and giving financial returns. is conventionally acceptable, permissible and over a period of time. Second, the consumer has become very manageable. In the ad-regulated environment, the As for TTN, three things have happened. demanding. Whenever something goes wrong, the news might become extremely boring. Carriage fees are down by about 25 per cent. consumer looks up to the media and expects it to Second, it’s giving a breathing space to channels change or at least raise a voice against it. Third, In an earlier interview, you had mentioned like Romedy Now. Third, it has allowed the pay I feel, the market has increasingly more players, that many news channels may have to shut roll out of our channels in more markets. „ which makes it more competitive. The country is down, owing to the inventory restriction. [email protected]

70 afaqs! Reporter, November 1-15, 2013 1(:60(',$

VOGUE INDIA << FRQWLQXHGIURPSDJH Scaling Up... Black Magic tions network in India. “Beehive brings both scale and On its sixth anniversary, Vogue India has come out with an strategic value to the Publicis offer- ing in India. Coming on the heels issue on the theme ‘black’. By Devesh Gupta of our earlier moves, this is another significant step towards realising our onde Nast-owned Vogue goal of being counted among the India magazine is celebrat- top agency networks in India,” says Cing its sixth anniversary Nakul Chopra. He adds that the and has come out with a special agency’s goal is to become one of the issue on the theme, Magic of top three players in terms of scale, Black. The issue has 240 advertis- size, reputation and recognition. ing pages and is priced at `150. With the new acquisition, Publicis The editorial content includes will now expand its services offering special shoots with several fashion media, digital media, consultancy designers and Bollywood celebri- and shopper marketing. The Publicis ties expressing their viewpoints Groupe has been working to increase on the theme, which the editorial its profile in the country, includ- team has woven into interesting ing recent acquisitions of Indigo stories. As a testament to black’s Consulting, Resultrix, MarketGate, many avatars, the magazine’s iStrat, Convonix and Neev. While lead feature story, ‘Drawings on the group already has a digital team slate’, includes testimonies from in place by way of iStrat, Chopra says nine Indian designers about their that Beehive’s digital team will ena- blackest fashion fantasy. Some of the other stories around the theme are ‘Dangerous Publicis Beehive liaisons’, ‘Rise of the dark hero- will be a unit within ine’, and ‘Amrita’. About Publicis Worldwide’s the theme, Priya Tanna, edi- and Tarun Tahiliani. tor, Vogue India, says, “Black Vogue India took the outdoor route to promote global network. is a big, bold colour. But it the anniversary issue. To create buzz, the magazine is, in equal parts, the absence had put up a billboard featuring a quote from designer ble the agency to have a larger base. of colour. It lends to every- Suneet Varma that said ‘There is no colour darker, speaking on whether the digital teams thing; it is in seduction, it is sharper or sexier than Black’. In the next phase, it will be merged, Chopra says, “iStrat in mourning. It is in magic revealed the cover and the cover girl. The billboards being in Delhi, it almost works for and fantasy as much as it is were strategically placed in select markets of Delhi clients based out of Delhi. Beehive in the benign calm of the and Mumbai. being in Mumbai has a Mumbai bias. night sky. And here lies the Vogue has also partnered with Radio One in In a year or so, we will forge this into paradox of black - it makes Mumbai and Delhi to reach out to English music one potent offering.” so many statements at audiences and released a television commercial, fea- “We are making significant strides once and yet it lends well turing Pinto. toward achieving our goals in India. to a fail-safe choice. Not On the digital front, the magazine is carrying out By adding Beehive to the Publicis surprisingly, the fashion small contests on Facebook and Instagram, such network, we will be able to capitalise world has adopted it as a as ‘Share your black story’, and ‘Shoot yourself in on a great pool of talent and market uniform to hide (think clever black’ to create buzz through the online potential, as well as strengthen the black shift) and to reveal (slinky gown medium. unparalleled services we provide to with a thigh-high slit?). Ethereal pastels The magazine’s target audiences are our clients,” comments Jean-Yves and blinding neons aren’t for all. But well travelled and educated Indians Naouri, COO Publicis Groupe. black? It is for both the keen-eyed haute who like to splurge on fashion. Sanjit Shastri, founder and CEO, couture seekers and the down-to-earth. Speaking about the theme, Oona Beehive, says that although several If fashion owes its back to black, the Dhabhar, marketing director, Conde agencies approached them, they were reverse is true, too. Its connotations are Nast India, says, “Every year we try in serious conversation with only varied enough to spawn a whole issue and identify a theme relevant to the one. So, what clicked? “Our appe- of Vogue - celebrating fashion’s most consumer and then create an editorial tite! On a serious note, the wealth ubiquitous hue.” around it that excites our consumer to of experience and the best practices The issue shares the adventures of purchase the issue.” are perhaps the most compelling interesting personalities who start their “The Vogue India claims a circulation reasons for us to become a part of work shift after 6 pm in ‘Midnight’s of 60,000 copies, with a readership the Publicis Worldwide. Our teams children’. ‘A study in black’ has the connotations of of about five times that number. The will now have the significantly added world’s most renowned designers shar- Black are varied select markets for the magazine include strength of one of the world’s leading ing their love for black. Mumbai, Delhi and Bengaluru. It is communications groups [with us]. Apart from the cover girl, Freida enough to spawn distributed across 120 towns and 60 We see this translating quickly into Pinto, and actor Bipasha Basu, the a whole issue of per cent of the issues are sold on excellent winning strategies for our magazine has shot with designers such Vogue” stands, while 40 per cent is through current and prospective clients,” he as Rohit Bal, Gaurav Gupta, Kallol subscription. „ says. „ PRIYA TANNA Dutta, Arjun Saluja, Anamika Khanna [email protected] [email protected]

afaqs! Reporter, November 1-15, 2013 71 1(:6(9(17

DECODING THE CONCEPT OF BRAND On Day One, Chennai-based entrepreneurs spoke about undervalued brands and leveraging digital media to the brand’s advantage. By Rashmi Menon

hen K Pandiarajan created Ma Foi Strategy Consulting along with his wife Latha in 1992, it Wwasn’t with the intention of creating a brand or leading a company dealing with human resources. In fact, Ma Foi was not a brand that was carefully, consciously cultivated. It was only when the company opened up to venture capital a decade later that the focus on the brand became clear to him, Pandiarajan humbly confessed. Pandiarajan was speaking at the Brand Owner’s Summit, organised by afaqs! in association with The Smart K Pandiarajan H R Srinivasan Murugavel Janakiraman CEO, held in Chennai on October 23 and 24. Day One of the second edition of the summit (the first was held in Ahmedabad in February) saw Bharat Matrimony’s Murugavel Janakiraman, Take Solutions’ H R Srinivasan, Hanif Sattar of Basics Life, WAT Consult’s Rajiv Dingra and Grand Brand Rajini authors P C Balasubramanian and Ram N Ramakrishnan talking about brand equity and how to sustain it. While was the growth partner for the event, WATConsult was the social media partner. Hanif Sattar Rajiv Dingra Ram N Ramakrishnan What Pandiarajan revealed about not giving much thought to his brand as divorcees and people from the WATConsult’s CEO Rajiv Dingra explained how to in the initial days resonated with defence services. ‘‘People usually build a brand on social and digital media. Educating other speakers when they spoke register on more than one website. the audience of the possibilities that the digital space about building their businesses So, we thought why not give them offered, Dingra said that unlike conventional media, and brands. Even H R Srinivasan, the alternative. Every businessman consumers on the social platform had equal power to founder, Take Solutions (a B2B should ask how to insulate for communicate and air their opinion with the brand. And, company focusing on life science, alternate and vertical segments,’’ that was also a challenge. ‘‘It’s is no longer the message R&D and supply chain), admitted Janakiraman stated. but about the person you are engaging with,’’ he pointed that when his company was started, Although the company started out, adding that to understand social engagement, P C Balasubramanian the brand was undervalued. ‘‘The online, to cash in on people who brands and marketers had to understand the four ‘C’s first five years, we did not recognise weren’t tech savvy, it set up Bharat - connect, converse, collaborate and co-create. Besides or focus on building the brand. Little did we realise that Matrimony centres in brick and mortar form. It has also explaining in detail about the usage purpose of each building brands is important to sustain your business,’’ expanded its business to provide services in wedding social medium available today, he spoke about creating he said. arrangements and wedding gifts. engaging conversations. Murugavel Janakiraman, founder and CEO, Bharat Hanif Sattar, who founded Basics Life, a men’s Finally, the day concluded with an entertaining talk Matrimony, said that although they had various portals fashion wear brand, along with his younger brother from P C Balasubramanian of Matrix Business Services and options catering to a wide community and personal Sohail, recounted his business’s brand journey much India and Ram N Ramakrishnan of Quantum Leap requirements of customers, value added services always like Take Solutions, where survival of the business was Consulting, who co authored Grand Brand Rajini. The helped in getting better revenues from the customers. the objective during the initial years. Sattar started the authors compared Tamil actor Rajinikant, who has a cult While the company expanded in the matrimonial space business from his savings of Rs 25,000. following, with established brands to emphasise how online, it decided to create competition by launching Sattar added that for him, Tier 2 and small cities were the actor had become a brand. Through various case Community Matrimony, a site that provided community, easier to penetrate and create aspiration as compared to studies and attributes that were defined by marketers for religion and even exclusive communities of people such metro cities where competition was high and his brand well known brands, Balasubramanian and Ramakrishnan had to battle with international brands. Interestingly, said Rajinikant emulated similar characteristics and, Sattar said his brand had a lot of traction online, initiating therefore, his brand appeal was equally if not more high engagement levels with its potential customers. strong. „

72 afaqs! Reporter, November 1-15, 2013 BUILDING FOR BRANDS Day Two of the summit saw speakers giving ideas and suggestions on building brand strategies and enhancing brand values. By Rashmi Menon

he speakers for the sessions on Day Two among doctors as well as parents, maintaining were Raju Venkatraman, founder and quality, skilled staff and continuous innovation TCEO, Medall Healthcare; C K Kumaravel, in services offered. co-founder and CEO, Natural Beauty Salon According to Shriram Group’s Sundararajan, India; G S Sundararajan, group director, building the financial brand was never a Shriram Group; Tushar Vyas, managing priority for the group. "We believed that sheer partner, South Asia, GroupM; , performance and word of mouth would help founding partner, Seed Fund; Mayur Abhaya, in building the brand," he said. While purpose founder, Lifecell; and Air Asia CEO Mittu Raju Venkatraman Mittu Chandilya creates advantage for a brand, what’s more Chandilya. important is uniformity and consistency of Speaking about his experience in creating the purpose and communicating this purpose companies that became successful and bought to internal and external stakeholders and over, Medall’s Venkatraman recalled that audience, he believed. when it came to branding, his initial focus Building brands in the digital space is was only customers. But he later realised precisely what GroupM’s Vyas addressed. that investors and venture capitalists were He took the audience through the media equally important. He added that one needed consumption behaviour and the media itself to constantly reinvent what the brand should that have undergone a sea change. With be. "One brand that excites me is Starbucks. Mayur Abhaya C K Kumaravel a large number of people preferring to be The brand’s outlets have a peculiar smell, online, the data trail that is left behind by which acts as a powerful recall." digital users is a gold mine for people in the Meanwhile, Air Asia’s Chandilya spoke media industry. about the Malaysian airline’s philosophy and However, Seed Fund’s Murthy had a the principles it stood for. He emphasised different take on it all. Being quite vehement that the airline was a people’s airline, so against advertising, he believed that brands every member of the staff was important. need to get their branding communication and Also, the airline prided in being the only architecture right and then aim to become airline that was low cost but at the same time No. 1. He added that brands that claimed assured its passengers all G S Sundararajan Mahesh Murthy perfection were brittle brands. "It’s far better the amenities which they to take a human position as your fallacies will would expect in normal observing the need gap in the market and be forgiven," he said. premium flights. offering services bridging this gap. Murthy further added that brands that spent less Kumaravel of Naturals, Finding such a gap in healthcare was on media tended to become leaders, for instance, while narrating the hair another entrepreneur - Mayur Abhaya, who Google and Amazon. For him, the 4Ps of marketing were and beauty salon’s brand started Lifecell, which stores stem cells from obsolete and what mattered were absorb, solve, plan, journey, said how despite the umbilical cord of new born babies, much ideate, radiate, reorganise (your marketing), listen, not having knowledge in the like a bank. The venture faced challenges analyse, inspire and spread. Finally, Murthy asserted that domain, one could create like a uniform name for the brand and the the next big thing was video, which had a lot of potential a successful business by Tushar Vyas company, competition, creation of interest to enhance and create buzz for a brand. „

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afaqs! Reporter, November 1-15, 2013 73 1(:6(9(17 SNAPSHOTS DAY-1

74 afaqs! Reporter, November 1-15, 2013 DAY-2

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afaqs! Reporter, November 1-15, 2013 75 ,17(59,(: GAURAV BANERJEE> EXECUTIVE VP (CONTENT STRATEGY), STAR INDIA “Throwing Money is not Strategy” The saas-bahu sagas giving way to shows with lavish sets, interesting storylines and slicker formats, has incurred huge investments on Hindi GECs. Gaurav Banerjee tells us how it all makes business sense. By Prachi Srivastava

recently: Mahabharat, Saraswatichandra, 24. Is this a coincidence or is the business of TV programming moving to a new, higher level? The Indian television market is maturing and we are going to see a lot more investment in content and storytelling than we used to, earlier. A lot of the investment in the past went into buying formats of western shows and getting Bollywood film stars. From STAR India’s perspective, we want to break that mould. We are interested in finding innovative, original ideas instead. So, when we did Saraswatichandra, the investment was in finding a great director, making it on a big scale, shooting it outdoors and creating a majestic set. Similarly, for Mahabharat, we researched for over four years. We tied up with Devdutt Patnaik, one of India’s best known experts in mythology, got a set designer who has made the biggest sets on television and also invested in putting together a very good writing team.

What is the business logic of producing an expensive show? The only business logic is that if we spend more on content, our quality will go up and therefore, the number of minutes the consumer spends on omething big is happening in the world the depiction of characters is layered. For example, our content will go up. We will, therefore, be of Hindi general entertainment channels there is a reason for Shakuni’s blind hatred against able to monetise more effectively. We believe that S(GECs). Identified traditionally with soaps the throne of Hastinapur. He is a loving brother throwing money is not the strategy: it is to deliver or ‘saas-bahu’ dramas, the channels are spending and his sister has suffered the gravest injustice. We a much better story with finer characters that can money on a variety of mega shows such as are telling the story of the Mahabharat in 2013 and connect in a big way. Mahabharat, Saraswatichandra, 24 and Jodha Akbar. therefore, the reality of 2013 must go into how we Why are such large sums being spent on write the story. Television sets are getting larger plus they content? How does the business logic of such large have brighter colours and greater clarity. Then investments work? To find out this and more, What about historical shows? STAR hasn’t there is digitisation. Is all this influencing the afaqs!Reporter caught up with Gaurav Banerjee, done any in the recent past. kind of programmes being created? EVP (content strategy), STAR India. Excerpts. I think great historicals are possible because we Yes, it is. Star Plus was the first, about two years have an awesome history, great narratives, and ago, to launch an HD channel and became the There is a wave of historical and mythological fabulous heroes. We are on the lookout for exciting first player to move all the content to the HD shows on Hindi GECs. stories to tell in the historical space. Having said ecosystem. We started shooting with HD cameras Doordarshan also attempted lots of content around that, I have not been a fan of recent efforts because and recording on Dolby. There was a lot of our literature. Ramayana and Mahabharat were some of them are trying to take too many leaps of technical investment at that time. What we are made at that time as well. Our effort is to find imagination and that’s a worry. seeking to do is really up the level in every way. stories and characters that have been part of our The biggest change that we are seeing - and need tradition and find moments of relevance in them. It feels like Bollywood is moving to television, to see more of - is in writing. Technology enables The world is full of great stories that must be not only for film promotions, but also to be a writers to be more imaginative. told, so why not pick them from mythology? The part of television content. stories are good, the characters are powerful, and Today, everybody realises TV is a big deal. Even How has the inclusion of LC1 markets the themes are very interesting. big stars know that they haven’t fully arrived, changed your perception of viewers’ tastes? unless they have a successful piece of content on How do you reconcile the different tastes in What is your experience of success in this TV. Also, Bollywood realised that to reach a mass the big cities and small towns? genre? What are the risks involved? audience it needed satellite TV. Hence, in multiple We would still want to tell universal stories - what Our viewers are looking for something which is ways, TV is the backbone of our entertainment we call blockbusters, the ones that will work fresh. A show will not work because it shows gods industry, fundamentally because this is where everywhere. We also want to tell stories that will and goddesses; it will work because it’s new and consumers are spending more time. One week work well in a particular market like LC1. For people are seeing something they have not seen of my show is bigger than any Bollywood film’s example, our fiction show, Ek Ghar Banaunga is before. The effort in Mahabharat has gone into theatrical business at any point in history. based in UP and we would be happy if it does well doing the costumes, the ornaments and bringing in that market. „ in a bit of glamour, while making it look real. Also, There have been several high cost shows [email protected]

76 afaqs! Reporter, November 1-15, 2013 -2%6:,7&+

Post: Associate Consultant – Media practices in user experience. Exp: 1-2 yrs Company: Thoughtrains Designs Pvt Relation Exp: 5+ years Location: Mumbai Ltd Company: Foundations PR Location: Mumbai Email: [email protected] Profile: Naturally passionate Profile: The candidate would Email: [email protected] ...... about the job (communication/ interface and interact independently ...... Post: Account Manager advertising). Ability to understand with the print electronic media on Post: Project Director – Shopper Company: Base Communications Pvt brief from the client and behalf of the agency. Should have Marketing Ltd communicate the same to th requisite experience of formulation Company: HR Central Profile: Working on 2 key brands, creative team, strong with of strategy and implementation of Profile: The Project Director serves coordination with internal followups, both with inhouse PR plans to maximize visibility for as the key point of contact for all departments for managing a single teams and the client side. Good clients. client interaction. Responsible window solution within the agency, communication skills (written and Exp: 2 - 5 yrs day to day management of for the client. Effective day on day oral), a people’s person. Multitasker Location: New Delhi accounts (including resource management including MIS. and Team player Email: [email protected] allocation,workflow, quality control, Exp: Atleast 5 years Exp: 3 - 6 yrs ...... tracking & invoicing) and delights Location: New Delhi Location: Mumbai Post: Creative Designer the clients with the quality of work. Email: Email: [email protected] Company: Adsyndicate Services Pvt. Works to anticipate problems and [email protected], ...... Ltd. improve performance of the team. ashish@thebasecommunication. Post: Project Manager – Application Profile: Creative designing Coaches and brings best practice in com Development Exp: 3-4 years client service skills to the team ...... Company: Social Wavelength Location: Kolkata Exp: 6 - 7 yrs Post: Sr. Visualizer Profile: Managing Application Email: [email protected]/ Location: Company: Vasant Creative Catalysts Development / Website Design [email protected] Email: [email protected] Profile: Minimum 2-3 years in a / Outsourced projects. Single ...... reputed Ad agency. point contact for various internal Post: Copy Writer Post: Project Group Head – Digital Experience in working with stakeholders as well as vendors Company: Hub Kreatives Pvt. Ltd. Company: HR Central software’s like Photoshop & Exp: 2-3 years Profile: Excellent conceptualization Profile: The Project Head serves Illustrator is a must. Location: Mumbai and creative writing skills. as the key point of contact for Exp: Minimum 2-3 years Email: [email protected] Exp: 2-5 years all interaction with the client. Location: Mumbai ...... Location: Delhi This position has management Email: [email protected] Email: [email protected] responsibility of the servicing team...... Exp: 6 – 7 years Post: UI/ UX Senior Designer Post: Sr. Graphic Designer Location: Bangalore Company: Robosoft Technologies Company: Xpressions Pixel Works Email: Pvt. Ltd. Pvt. Ltd. [email protected] Profile: Define product and brand Profile: Technically sound in ...... vision in a multi-disciplinary (9(1*22'&$1! creating artworks including Post: Senior Writer team. Work with latest Mac’s, Logo Design Corporate Identity Company: Design Workshop iPhones, iPads and other gadgets/ *(7%(77(5 Brochures Catalogs Flyers Banners Profile: If you enjoy forming and devices. Create branding and visual CD Labels Envelop hoardings. communicating ideas, are equal to experiences for the mobile that are Team spirit and ability to handle the challenges of the written word incredibly simple and elegant. Drive assignments individually. Naturally in traditional and emerging formats a visual/UI/UX design with a focus creative and Multitasker. and only if you have concrete on branding, usability and visual Exp : Atleast 5 years experience of such efforts to share, coherence. TO ADVERTISE, CONTACT: Location: Mumbai we would be interested in hearing Exp: 3 – 10 years Email: from you. Location: Mumbai/ Udipi Abhilash Singh (Delhi & Mumbai) [email protected] Exp: Atleast 5 years Email: jyothsna.shetty@robosoftin. Ph: 09999989454 ...... Location: New Delhi com Email: [email protected] Post: Creative Supervisor - Copy Email: [email protected] ...... Priyanka Foman Company: HR Central ...... Post: Account Director (Mumbai) Profile: - Writing clear, persuasive, Post: Visualizer Company: Water Your Brand Ph: 09819984998 original long and short copy for web Company: Idea Smith Profile: Client Servicing & account Email: [email protected] and print Profile: To work closely with the management experience. Should [email protected] - Liaising with clients and copywriter to generate creative have headed a team for 3 years To view other jobs in Marketing, interpreting their briefs. - Be able ideas and concepts to fulfil the Exp: 5 - 8 yrs Media and Advertising, log on to: to liase with designers to create clients brief. Producing sketches or Location: Mumbai www.jobswitch.in storyboards for animations used in storyboards or roughs or scamps Email: [email protected] Join us on : facebook.com/jobswitch assets like online banners. print to communicate ideas to the ...... - Have profound knowledge of best client. Post: Client servicing

afaqs! Reporter, November 1-15, 2013 77 1(:63(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight MEDIA ADVERTISING

he media industry chief of the Hindi news ithin the advertising researcher at Unilever and Twitnessed three top channel. Windustry too, there were worked across Europe in level changes in the recent Naqvi has been the a few important appointments. various capacities, most fortnight. While Walt Disney behind-the-scenes father Starcom Mediavest Group notably with Rapp Collins and India’s Ronnie Screwvala figure of Aaj Tak. During (SMG) has named Olivier DDB, on brands such as Audi, and IBNLive’s CEO Rajan his eight-year tenure, Gers as the global president Fujitsu and Volkswagen. Srinivasan decided to move channels like TEZ and Delhi for its branded DDB Mudra on, QW Naqvi joined India AajTak were launched. He entertainment appointed Arun TV as editorial director. moved out of the TV Today content unit, Sharma as head Ronnie Screwvala has Network in May, 2012. LiquidThread. of planning, SUSHIL KUMAR decided to step down as the RONNIE SCREWVALA Starting his career in 1980 Gers will oversee Delhi. He will managing director of Disney as a trainee journalist (Hindi) SMG’s content work on brands UTV. His last day at the with capability, such as Wrigley’s, organisation will be June 30, Group, he has worked at spanning 22 Bata, Carrier 2014. Navbharat Times, and later markets around Midea, India Screwvala is quitting ‘Ravivar’, where he worked the world, Yamaha Motors the company to pursue his as chief reporter. including India. and Dabur, and entrepreneurial goals in In another major Based at SMG’s will report to OLIVIER GERS some of the impact sectors appointment in the Telugu London office, Aditya Kanthy, in India and devote more market, Raj TV took onboard Gers will report senior VP, DDB time with his foundation, Swapna Sundari to handle to Brian Terkelsen, CEO of Mudra. SWADES. the Telugu channels of the MediaVest. He moves in from Siddharth Roy Kapur, QW NAQVI group, including a music In his new role, Gers will Contract Advertising, where currently managing director channel, a GEC and a news be responsible for building the he was VP, strategic planning. of Disney UTV’s studio channel. She joins the global LiquidThread business Sharma has over 14 years of business, will take over the channel from Sakshi TV, and expanding opportunities experience, working across company’s India operations. where she was working as around the world with brands, brands in categories such He will become the managing executive editor. local production studios, as automobiles, telecom, director of The Walt Disney At Raj TV, her immediate networks and distribution confectionery, education, Company India, effective mandate is to revamp and organisations. He will partner home appliances and airlines January 1 and Screwvala will relaunch the channel. She closely with Brent Poer, who categories. assist in the transition until will report to Rajendran, will continue Havas June 30. chairman of Raj TV group. to serve as Media India The combined Disney With about 15 years of president, SMG has announced UTV entity, today, is built experience in media, she is a LiquidThread a couple of SIDDHARTH ROY KAPUR around five core brands: renowned journalist in south North America, appointments Disney, Marvel, UTV, India. reporting to in their digital Bindass and Hungama, with a mix of a Sundari, who was identified earlier with Terkelsen. team in the nine-broadcast-channel network and a TV9 as one of its core group members, All regional recent fortnight. movie studio. has also worked for Reliance ADAG’s leadership Sumit Kumar has Rajan Srinivasan, who had joined FM radio as regional programming head, outside of North been appointed Web18 as vice president, sales, in 2007, South. America will general manager, has quit the company. In Meanwhile, Chrome report to Gers. ARUN SHARMA Mobext India and 2010, he was promoted Data Analytics & Media Gers moves S V Sunilkumar as CEO of IBNLive.com. announced the appointment to SMG from joins as During this time, he was of Sunil Dhavala as senior Endemol Worldwide Brands, business head, digital, also the head of sales for vice-president, strategy and where he was working as chief Mumbai. Sunilkumar’s key MoneyControl. business development. executive officer. responsibility will be to He has been part of the Dhavala is currently In another appointment, service the existing digital core team that has helped working with the Europe- TBWA India appointed clientele in Mumbai, as well build digital brands like based RTL Group as chief XaviBech de Careda as chief as new business development. MoneyControl.com and finance officer, for its JV with strategy officer. Careda, He joins Havas with 18 years IBNLive.com. Reliance Broadcast Network a Catalan national from of media experience. Before Srinivasan has more than FOTOCORP Limited, Big-RTL. Barcelona, Spain, was earlier Havas, he was associated RAJAN SRINIVASAN 18 years of experience in the At Chrome, Dhavala will working with DDB Mudra, with Infosys as a principal media industry, including report to Jeffrey Crasto, Delhi, where he was head of consultant and was part of the nine in the digital space. executive director, Chrome planning. At DDB Mudra, core product development He has handled multiple Data Analytics & Media, he managed brands such as team at BrandEdge. portfolios across sales and and Pankaj Krishna, founder Wrigley’s, Yamaha, Bata and Sumit Kumar, has more marketing. and CEO, Chrome Data Panasonic. than eight years of experience On the news channels Analytics & Media. In his role, he will work in business development, front, after moving out In his career that spans alongside the management strategic partnerships, product of Aaj Tak last year, QW over two decades, Dhavala team at TBWA and oversee management and corporate Naqvi has now joined India has worked with National the entire strategic planning sales and was earlier leading TV as editorial director. He Geographic and Fox function of the agency. the performance and app will report to Rajat Sharma, Channels for nearly ten Careda began his career in advertising business for chairman and editor-in- SWAPNA SUNDARI years. „ the UK as a food technology InMobi India. „

78 afaqs! Reporter, November 1-15, 2013