August 1-15, 2012 Volume 1, Issue 6 `100 24 DEFINING MOMENTS Anand Halve Chlorophyll’s co-founder is an intellectual explorer. 16 HCL The Partner A new positioning, but with the same characters. 42 PROFILE SMOOTH Nima Namchu Cheil’s ECD-to-be looks beyond designations. AGENCIES SAILING Funny Tags 12 How a city supplement inspired a NLP CAPTCHA Learning to Play 20 wave of similar products and changed MALAYALA MANORAMA newspaper journalism. Clock Work 37 34 GEMINI TV Afternoon Surprise 44 EDITORIAL This fortnight... Volume 1, Issue 6 EDITOR Sreekant Khandekar ver since the UK-based tabloidSun, went ahead and registered Page 3 as a trademark in 1970, and PUBLISHER Estarted publishing photographs of topless models on that particular page, the name stuck. And other Prasanna Singh publishers moved in quickly to cash in on a trend that was pushing up sales. Mumbai-based Mid-day in EXECUTIVE EDITOR India was one of the first in this country to embrace the concept. The only difference was that Mid-day’s Prajjal Saha attempt was a more sober one keeping the Indian sensibilities in mind. SENIOR LAYOUT ARTIST Vinay Dominic However, in India, ‘Page 3’ has an entirely different connotation even now. It has PRODUCTION EXECUTIVE become a vehicle for Indian paparazzi that follows the socialites and the celebrities – Andrias Kisku and glamorous happenings in the city in which they live in. The Indian Page 3 started August 1-15, 2012 Volume 1, Issue 6 `100 ADVERTISING ENQUIRIES 24 with Bombay Times - an entertainment supplement which was introduced free with Neha Arora, (0120) 4077866, 4077837 the main edition of The Times of India, Mumbai in 1994. Interestingly, the need for a Noida Khushboo Varadkar, (022) 40429702-5 DEFINING MOMENTS Bombay Times came from the marketing side. In those days the mainline editors found Anand Halve Chlorophyll’s co-founder Mumbai is an intellectual explorer. 16 ‘entertainment content’ to be too frivolous to be included in the daily as it was supposed to cover only serious news – politics, finance or crime. Even for the supplement, the [email protected] editors opposed the coverage of such news in the front page, which is why it occupied MARKETING OFFICE HCL The Partner B-3, First Floor, Sector-4, Noida-201301. A new positioning, but with the same characters. the third page. In fact, the first issue of the supplement only gave space to hardcore city Tel: (0120) 4077800. 42 specific social and political issue on its first page. MUMBAI Bombay Times changed the way newspaper publishers looked at celebrity reportage. 501-502, Makani Center, 5th Floor, PROFILE Off Linking Road, Bandra (W), SMOOTH Nima Namchu Cheil’s ECD-to-be looks beyond designations. It set the trend for the ‘Page3-isation’ of news. Today, entertainment news has made Mumbai - 400050 AGENCIES SAILING Funny Tags 12 Tel: +91-22-40429 709 - 712 How a city supplement inspired a NLP CAPTCHA its way to the first page of not only the supplement but of the main newspaper as well. Learning to Play 20 wave of similar products and changed MALAYALA MANORAMA newspaper journalism. Clock Work 37 BENGALURU 34 GEMINI TV Page 3, as a culture, has been adopted by English, Hindi and regional language dailies. Afternoon Surprise 44 S-1, New Bridge Corporate Centre, Even ‘serious’ newspapers tried their hand at it, especially as it proved to be crucial 777 D, 100 ft Road, Indira Nagar, for success in both existing as well as newer markets. The Page 3 kind of coverage Bengaluru - 560038, India accommodated new advertisers and a newer set of readers. It was observed that the younger lot picked up the SUBSCRIPTION ENQUIRIES publication for the supplement, not the main paper. Akhilesh Singh, (0120) 4077837 [email protected] The current issue of the magazine analyses the success story that is Bombay Times, a city supplement that Owned by Banyan Netfaqs Pvt Ltd and turned 18, recently. The story of Bombay Times is important because for many years, it was the lone crusader Printed and published by - Delhi Times and HT City came in five years after the first edition of Bombay Times. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 52 18 PLUS JOCKEY HAVELLS Flowery Proposal No Compromise 20 The mixer-grinder STAR PLUS plays a vital role in making really soft Sunday Flavour 30 idlis too. CHANNEL V Prime Property? 36 KEITH BELLOWS 36 60 Digital Angle SAMBAD AKHON Magazines will have to go Just-in-Time News 48 digital - and pay. BY INVITATION POV 28 Suprio Guha Thakurta 50 Google Social KBC YOUTUBE BUS Has Google missed the social Re-casting the Spell Support Drive DISNEY media bus? The industry Kaun Banega Crorepati’s A bus that will follow Indian Fantasy World 56 discusses. regional versions are a hit. players’ fate in the Olympics. afaqs! Reporter, August 1-15, 2012 5 MNP 1(:6%8//(7,1 ,W¶V$GGLQJ8S Sponsored by obile Number Portability resents slightly more than 5 per cent M(MNP), a service that allows of the total subscriber base. a mobile phone user to change his While subscriber figures have service provider without changing increased, the rise in MNP figures his number, now seems to be gain- is steeper. In January 2011, India had McDonald’s> The world’s largest fast-food chain, is expected to cut prices of more than half the items in its ing popularity. The service, which 806.13 million mobile subscribers menu by up to 15 per cent to arrest a slide in its growth was launched by the government in which has now increased to 921 mil- and push expansion. As part of the plan, the burger and- January last year, initially saw a very lion which a 12 percent increase. On fries chain will slash prices of entry-level and core products few takers. the other hand, MNP witnessed an within categories like extra value meals, breakfast products However, customers are now increase of almost 100 per cent. and desserts. Along with this, McDonald’s will also launch increasingly using the service. A major reason why MNP did McEgg burger. According to recent data issued by not take off initially could be attrib- the Telecom Regulatory Authority uted to lack of awareness about the of India (TRAI), MNP requests have procedure of the service, which is increased from 45.89 million sub- increasing due to word-of-mouth. Eicher Motors> The company has signed a strategic scribers at the end of April 2012 Another reason could be the joint venture agreement with US based powersports major, increasing maturity Polaris Industries, to set up a greenfield project in the automotive sector. The joint venture company will design, among mobile phone develop, manufacture and sell a full new range of personal users. An average vehicles suitable for India and other emerging markets. The mobile service user MARKETING production is expected to start in 2015. now wants to stick to his number as it is linked to his identity. This probably was not In 2009, the Yardley> Wipro Consumer Care & Lighting (WCCGL), the the case earlier as most company had maker of Santoor, has bought Yardley in the UK and several consumers were first other European countries, excluding Germany and Austria, acquired Yardley making it the company’s first acquisition in a developed time users of mobile in Asia, Middle services. market. In 2009, the company had acquired Yardley in Asia, Middle East and certain African markets for $45.5 million to 50.16 million at India has cur- Moreover, the East and from UK-based Lornamead group. It plans to push Yardley the end of May 2012. recently unveiled certain African rently 921 million agressively in India, primarily in the deodorant space where In the month of May mobile subscrib- National Telecom markets. it competes with its own brand Enchanteur from another 2012 alone, 4.27 mil- Policy by the acquired company Unza. lion requests have been ers of which Government of India made for MNP. 50.16 million has emphasised on In comparison, on full mobile num- an average 2.7 mil- users have used ber portability which MTR> The Bangalore-based mixes, spices and desserts lion MNP requests the service to if implemented will maker plans to increase its revenues to `1,000 crore over the per month have been further give a boost next three years. Acquired by Norwegian firm Orkala Brands made since the service switch operators to the MNP service. in 2007, MTR Foods reported sales of `350 crore in fiscal was launched in India Currently in India, 2011-12. Additionally the company has forayed in the meal while for the first year (January- only mobile phone users are allowed mixes category with the launch of Rasoi Magic brand. The December 2011), the average was to change their operators through mixes have been launched in powder format. It had acquired just 2.4 million per month, before the MNP facility within the same the Pune-based Rasoi Magic Foods last year in April 2011 and this. In fact, the average number of network. With full MNP, users can claims to be bullish on the category. adopters of MNP was even lower for change operators irrespective of their the first six months - just 2 million network area. per month. For example, an Idea user in The company has Samsung India> The electronics major has set a target India has currently 921 million Delhi can change the operator to set a target of 35 of 35 per cent market share in flat-panel television (FPTV) mobile subscribers of which 50.16 Airtel Kolkata without changing his category and 60 per cent market share in the smart TV seg- million users have used the service number with full mobile number per cent market ment in India by the end of 2012.