| From the desk
of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address: 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India. |
| Volume: IX |  |
December, 2007 |
In these hyper charged times where news comes in as fast as it becomes
outdated, we need a source that can keep track of what matters to us. At
ZenithOptimedia we have created Wavelength to apprise all of us of the happenings
in three areas i.e. 1. Trends in Digital, Retail, OOH, BRIC, Consumers and
the International Advertising 2. Media & Advertising Research 3. Environment
Also included here are innovations and news that ZenithOptimedia is making
across its network globally, under three sections 1. ZO Zone 2. Fast Forward
3. Touchpoints.
Simply click on any of the sections on our snazzy control panel and you
will have the latest updates at your fingertips. Wavelength will reach you
in the first week of every month so that you have information that leads
to insights.
Drop in a mail at pchandra@zenithoptimediaindia.com with your suggestions
and comments.
Environment Watch
Regulation
37. Self-regulatory guidelines issued by ASCI for food and beverage advertisers – Nov 24
The Advertising Standards Council of India (ASCI) has framed self-regulation guidelines on the advertising of food and beverages and will make them applicable from January 1, 2008. The guidelines have been framed with the objective of observing caution and care while promoting products containing high fat/sugar/salt, directed at children below the age of 13 years. The guidelines also say that advertisements should not mislead consumers into believing that the consumption of the advertised product directly results in positive changes in intelligence, physical ability or exceptional recognition.
Source:
Times of India
38. Cable TV consumers to have itemized bill – Nov 20
In a move to usher transparency in the cable television segment in metros, TRAI has asked all multi-system operators (MSOs) and cable operators to provide itemised bills to metro subscribers. Through this move, the cable bill will have details such as the price of each pay channel, bouquet, and set-top box rental in CAS areas.
Source: The Economic
Times
39. Government announces guidelines for 3G policy – Nov 13
On November 12, 2007, the government announced that all the radio frequencies offering third generation (3G) services would be sold through an auction process, where all telcos – existing operators, licence holders and new international players – would all be allowed to bid. This policy enables mobile users in India access to high-end data applications on their mobiles, including high-speed interactive gaming and Internet access, video conferencing, video streaming and various other multimedia features. Telecom minister A Raja also unveiled the guidelines for wireless broadband services (also called WiMax services) said that this platform would help increase broadband penetration in the country.
Source: The Economic
Times
40. New guidelines for community radio operators by I&B – Nov 07
The Ministry of Information and Broadcasting issued guidelines that allowed the existing community radio stations and operators to air limited advertising and local news. The maximum duration of such advertising has been restricted to five minutes per hour of broadcast. As per the new guidelines, the permission of airing limited advertising and local news will be for a period of five years instead of three years allowed under the old norms. All the existing community radio operators who want to migrate to the new policy guidelines will have to sign a revised Grant of Permission Agreement (GOPA) with the Ministry.
Source: The Press Trust
Of India Limited
Environment Watch: Advertising & Media
New Media
41. Shyam Radio launches IPTV– Oct 27
Shyam Radio, the first online Tamil radio from Chennai, has launched an online Tamil TV, Shyamtv.com. Shyam IPTV is currently webcasting clippings and songs, and plans to offer entertainment programs such as those on regular TV channels. Shyam IPTV targets the overseas and the non-Tamil TV channel zones.
Source:
Exchange4media
Television
42. Prasar Bharati to roll out HDTV by 2010 – Nov 17
Public broadcaster Prasar Bharati plans to introduce HDTV in the country by 2010, when viewers would be able to watch the Commonwealth Games in the high-definition mode. The broadcaster is expected to soon launch high-definition TV (HDTV) services on an experimental basis to consider its financial viability. The Central government is also looking at formulating a policy framework to introduce and promote HDTV. HDTV is a digital television broadcasting system with greater resolution than traditional television signals.
Source:
The Economic Times
43. Outlook Group to launch “People” magazine by mid 2008 – Nov 17
The Outlook Group has signed an agreement with American publisher Time Inc. to bring ‘People’ magazine to India by the end of first half of 2008. According to Maheshwer Peri, President & Publisher, Outlook Group, ‘People’ would be targeted at SEC AB, and would attract individuals having a taste of current affairs magazine such as Outlook or a film related magazine.
Source:
Exchange4media
44. The Indian Magazine Congress (IMC) 2007 – (Oct 8-9)
The Indian Magazine Congress (IMC) 2007, held in Mumbai from 8-9 October, explored the Indian magazine journey to 2020, the strategies to engage readers and gauged the current rapid growth of business. The following points were highlighted in the conference:
· With more media companies entering the magazine business, the Indian magazine industry has shown much progress in revenue earnings and readership.
· With a saturated western market, international magazines are entering the Indian magazine market and have presented India with an opportunity to become one of the major markets for international players.
· Attributes of the present Indian magazine industry include high adaptability and quality editorial.
· There is a need to use digital technology to engage consumers.
· Emphasis has been laid on mobile advertising revenue generation and on the importance of partnering with international publications for cost cutting and increasing effectiveness.
· To reap maximum benefit, media firms have been recommended to pay attention to advertisers and to tapping the youth in the target readership group.
Source:
Exchange4media;
Exchange4media;
Exchange4media
Radio
45. RAM unveils data for Week 38-42 (Sep 09’07 – Oct 13 ‘07) - (Oct 31–Nov 06)
According to data released by Radio Audience Measurement (RAM), an independent division of TAM Media Research, for the period between Week 38 - 42:
· Radio listenership in Delhi, Mumbai and Bangalore was 65 lakhs, 74 lakhs, and 36 lakhs respectively.
· Radio Mirchi, Red FM and BiG FM were market leaders in Delhi, Mumbai and Bangalore, respectively.
· The lowest target group (20-24 years) of the radio stations comprised nearly 16%, 15%, and 13% of listenership in Mumbai, Delhi and Bangalore respectively. In Delhi, the highest number of listeners (25%) fell in the age group of 24-35 years. In Mumbai (24%) and Bangalore (25%), the highest number of listeners fell in the age group of 45yrs+.
· In all the three markets, the number of male listeners was higher compared to female listeners. The gap was the highest in Mumbai, where the male share was 57% of the total pie, followed by Delhi (56%) and Bangalore (53%).
· RAM data also unveiled that 85% of radio listenership happens at home across Mumbai, Delhi, and Bangalore.
Source:
Exchange4media;
Exchange4media;
Exchange4media
Others
46. Digital Signage Asia – (Nov 21-22)
During the ‘Digital Signage Asia 2007’ – the first expo and convention for the digitalised media industry held on Nov 21- 22 – industry experts gave the following insights:
· Digital signage, which includes networks such as Plasma Monitors, LCD Monitors, CRT Monitors, Projection Displays, Kiosk, as a medium is relatively new in India, and has a promising future if treated in an appropriate manner by the media planners and advertisers.
· As the market dynamics of in-store TV in India is completely different from that of other nations such as the US and Japan, emphasis has been made on making right investments in right directions such as in learning, co-creating content and more importantly, in creating an industry body that would look after the measurement metrics.
· Digital signage can emerge as the medium that can bridge the gap between above the line (ATL) and below the line (BTL) activities. This is because of the cost efficiency of BTL and the feel of the ATL. Other factors that can make digital OOH a successful medium are its micro targeting ability, immediacy, selling by day part and interactivity.
Source: Exchange4media; Agencyfaqs
This tracker has been compiled from external sources and
does not necessarily reflect the views of the company.
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