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: XVIII

December, 2008

Click on any of the above

In these hyper charged times where news comes in as fast as it becomes outdated, we need a source that can keep track of what matters to us.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, 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.

Emerging Trends: Digital

1. High-end brands find online advertising a better way to connect to the masses December 24

Digital advertising, though still considered to be at a nascent stage in India, has been creating enough buzz to make media planners notice it – be it as a support medium in times of ad budget cuts fueled by the economic slowdown, or a strategic initiative with well-defined and well-measured target audience. Online advertising has mostly been treated as an add-on feature in a media plan, but gradually, quite a few advertisers are claiming to have made it a conscious and strategic choice. Consequently, the medium has increasingly been drawing the attention of high-end brands that are reaching out to their TG in segments such as, cars, jewellery, and watches. The type of Campaigns taken up by these brands vary from social networking to launching their own websites. One such new form of advertisement is gadget ad, which is increasingly being used by car majors, owing to its high scope for interactivity Luxury brands, such as Tanishq jewellery and TagHuer Ford are looking to tap the urban Internet savvy audience through digital campaigns.

Source: Exchange4Media

2. Beep a new advertising platform on mobile phones - December 18

Till now, the only way an advertiser could place an advertisement on a mobile phone was through a formal SMS. However, a new advertising platform has been formulated where the beep sound of an SMS would not disturb the user in fact the user will not be required to even key into the inbox to read it. Hyderabad-based technology company NowPos Online Services Private Limited, has developed a new process — Beep — where one can place brand logos or miniature advertisements on mobile screens. The idea is to create an image-based advertising platform where the advertisement can be seen by the viewer as long as he wants to. The software occupies 112 KB of memory in a mobile device. NowPos has tied-up with Airtel to run a pilot of its GSM-based Beep software in Andhra Pradesh. The firm is offering Rs 100 free talktime to the latter’s 25,000 subscribers for downloading the software on their mobile phones. The company is also in close talks with other mobile operators in India including BSNL, Vodafone and Idea, besides initiating talks with telecom companies in West Asia. The subscriber base is expected to touch 100,000 in a month’s time.

Source Buisness Standard

Emerging Trends: OOH

3. Better branding gives better visibility to ooh players - December 24

The game seems to changing in the OOH space, with an increase in competition where players are realizing the importance of self-branding.. It's not only about having an interesting and innovative message on the hoarding. OOH players are now game for rebranding and redesigning their logos as well. They are also ready to hire the services of specialized creative and design agencies. Moreover Industry observers believe that the insecurity in the market has also made OOH players pull up their socks. Also, as technology and investments become critical for survival, a distinct brand will drive organizational growth.

Source: Agencyfaqs

4. Airscreen, comes to India - December 4

Air screen. the German company, which manufactures inflatable hoardings, has made its way to India Brand advertisements are moving beyond conventional outdoor vehicles and trying innovative new formats to communicate their messages. With the outdoor industry growing sturdily in India, a number of new formats have been introduced by international media companies that see potential in this market Crossbow Innovative Advertising, a Delhi-based outdoor company, has bagged the exclusive distribution rights to Airscreen. The inflatable product comes in sizes with different prices with a display on both sides. It also comes in a larger format and has a projection screen attached to it, which allows the display of moving pictures and ad films. A special blower is used to inflate both Airframe and Airscreen; once deflated, they can be transported anywhere quite easily. The product can also be used on landscapes and in open areas where people gather. The company will see its first campaign launch in India this month. More than 40 countries, including the US, Germany, Mexico, Argentina, the UK and Australia, are already using Airscreen products

Source: Agencyfaqs

5. New ad ambulances to hit Delhi Roads soon – December 2

Outdoor Advertisement can boast of being the only media that contributes directly to the building of infrastructure for public convenience. In recent times, snazzy bus shelters and hygienic public utilities have mushroomed, which are also used for advertising Now, Greenline, a Delhi based outdoor company, has entered into a three year agreement with the Municipal Corporation of Delhi (MCD) to provide 50 ambulances for the relief of victims of road accidents. The ambulances will carry advertising options for brands. The victims will be provided free first aid and other emergency medical services (EMS). The ambulances will be placed at 50 crossings in Delhi, including South Extension, Moolchand Crossing and NH 8 near Shiv Murti. These will transport accident victims to the nearest hospital. A helpline number will be put up on the ambulances, which will help people to get in touch with Greenline. This endeavour is about combining business with a noble cause to improve the city. However, only selected ads will be displayed on the ambulances mostly pharmaceutical companies. The company has executed similar projects in Bengaluru, Chennai and Ludhiana.

Source: Agencyfaqs

6. New innovative rate card used to woo audiences-December 11

OOH media has launched its scientific and research-based rate. The new rate card is an evolved form of a master planning tool (Flexi cast tool) which is based on a client’s media buying habits, erstwhile prevailing rates and insights derived from OOH Metrics. The tool is based on the ‘Inverse Media Pyramid’, which states that ‘the higher the TG on the income pyramid, the more difficult it is to reach him/her’. With the help of this new rate card the client can buy ‘markets’, wherein the entire gamut of locations where OOH Media has presence in (barring CSDs) can be bought for the Target Market City Tier II towns of Chandigarh, Amritsar, Ludhiana, Panjim, and Nashik in locations like malls, multiplexes, corporate parks, ITES, BPOs gyms, bookstores, lifestyle stores, and restaurants. The rate card also gives the client the choice to buy by ‘clusters’. For instance, a health drink brand can choose to pick up only gyms as a cluster, while a newly launched soap could be advertised only in malls across India. The rationale or the genesis to launch a new rate card for OOH Media was to use the learning’s of the on-ground research, convert them into applicable media tools and offer the client value for money media plans based on hardcore research and logic This rate card consists of all detailed information that will help make a consolidated media plan.

Source: Agencyfaqs

Emerging Trends: International

7. Consumers feel secure buying at a shop as opposed to online-December 9

Consumers research products online but prefer to make most of their purchases in-store, a survey has found. The Deloitte 2008 Consumer behaviour survey found that for expensive items such as furniture, white goods and appliances, consumers liked to compare prices online, and then go to a shop to see the product and complete the transaction. Katrina Doney, director of Deloitte Growth Solutions, said credit card security and wanting to see and experience purchases were some of the reasons why more people weren't making their purchases online. Women consumers like to touch and feel the product they are buying. Even for things that are less likely to be purchased online -- like sports equipment, white goods, apparel and furniture -- the internet can be a useful tool to research products and compare prices. However, consumers still go to retail stores to make purchases and receive ``good old-fashioned service''. This indicates that for the moment the internet will not replace retail stores as consumers look for flexibility in how they are served. The products most likely to buck that trend are entertainment items, such as books, DVDs, music and computer hardware and software, which consumers feel comfortable buying online. Also movie and concert tickets purchased online is easy to do and convenient.

Source: Factiva

8. Media retrenchment in the year 2009-December 30

According to a new report by Fitch Ratings, the company forecasts that the contraction in output among the major advanced economies will represent the steepest decline. Regarding the advertising environment, the Fitch media team is more cautious than most major advertising forecasts, none of which currently predict advertising to be nearly as weak as 2001. The conditions responsible for this are both local and national components. Media companies are likely to compete more heavily on price in this downturn to fill the vast supply of ad space available. Advertisers have many more options in the current environment to maintain a presence with consumers while trimming their budgets and scaling back high Cost Per Thousand (CPM) advertising campaigns, says the report. Even healthy advertisers are likely to use this increased bargaining power to command better price terms and concessions from media companies.

The study offers trends and outlooks for several advertising sub-sectors:

Newspapers: Newspaper industry revenue growth will be negative. Many newspaper groups will default, some will be shut down or liquidated in 2009 and several cities could go without a daily print newspaper by 2010.

Yellowpages: Few markets will be able to support more than two directories and most markets will eventually only be able to support one book.

Terrestrial Radio: Listenership is likely to continue to fall.

Magazines: Fitch expects the larger players to rationalize available print advertising inventory through consolidation and closing down titles.

Outdoor: The potential negative effects of increased inventory from digital roll-outs should be tempered by increasing appeal to national advertisers, as well as decreases in price per unit.

Cable Networks: Cable continues to be a targeted medium, at a lower price relative to broadcast and with significant reach.

Online: Online could be negatively affected by advertisers scaling back experimental expenditures in favor of more proven, performance-based mediums.

Source: Center For Media

HOME

Media & Advertising Research Watch

AdEx Findings

9. Instant Foods/Meals ad volumes grew by 3 per cent on TV during January- October 2008 compared to the same period in 2007, whereas advertising in print fell 39 per cent during the January-October 2008 period as compared to the corresponding period last year

Source: Indiantelevision, Exchange4media

10. Fairness Creams and Skin Care Products had a 23 per cent rise in TV ad volumes during January-October 2008 compared to same period in 2007.

Source: Indiantelevision, Exchange4media

11. Skin care advertising in print went up by 5 per cent in the January-October 2008 period as compared to the corresponding period last year.

Source: Indiantelevision, Exchange4media

12. Compaq notebooks topped the charts in TV advertisements this year.

Source: Indiantelevision, Exchange4media

13. Hair care category witnessed 22 per cent growth in TV advertising during January-October 2008 compared to January-October 2007.

There was more than 50 per cent of hair care advertising on national channels during January-October 2008.

Source: Indiantelevision, Exchange4media

14. Radio channel promotions in print rose 47 per cent, while TV channel promotions in print went up by 19 per cent during the January-October 2008 period as compared to the corresponding period last year

Source: Indiantelevision, Exchange4media

Television and Media

15. Cartoon network remains the leader among children viewing channels like Pogo, Nick, Disney Channel Jetix and Hugama TV – November 27

Source: Exchage4media

16. News channels go regional – November 25

Increasing presence across geographies has become a mantra to capture a wider market. In keeping with this trend, Zee News followed by other news channels are gearing for a launch in the Andhra Pradesh and Uttar Pradesh markets “India is a country of multiple states and every state is a country in itself. Hence, regionalization and customization for local flavor is very essential for any channel.” On the advantages, regional presence will only help them. It is a demand of every state. Besides the regional market is the most expanding market in the media domain now, and currently, the entire regional general entertainment channels and news channels put together form the most exciting status of media. Channels like Zee and Star are getting ready for the times ahead. A wider portfolio gives you a better proposition and helps get more advertisers. This is why regionalization of news channels has become important.

Source: Exchange4media

17. Sports Channels tie up with movies to attract audiences - November 28

While there have been numerous movies with sports as the main theme, there is a growing trend being seen where sports channels are entering into strategic partnerships with Bollywood movies. P9 integrated claims to be the only movie marketing company to launch such initiatives. Channels like Neo Sports ESPN-STAR Sports and Ten Sports have partnered with movies and promoted films such as ‘Welcome’‘, Heyy Baby’ and ‘Salaam-e-Ishq’ to name a few. These channels and movies had associated itself with the English Premier League and the Premier Hockey League. The Indian Cricket League (ICL), too, is continuously being approached by various production houses for such partnerships. One such film that has partnered with ICL is ‘Ek Vivaah Aisa Bhi’. Yash Raj Films, too, have approached the League for a shoot in their Chandigarh stadium. The League claims to have a couple of more films lined up for such partnerships. More and more sports channels are considering such innovative and creative tie ups.

Source: Exchange4media

18. Newspapers get creative to connect with the reader -December 8

Technology is providing newer platforms to newspapers to bring in a more participatory element to news. Several measures have been taken to understand the reader and his issues. The Times of India publishes the responses directly coming from readers in its column called ‘My Times, My Voice’ on the Edit page “We are entering what Jonathan Swartz (COO of Sun MicroSystems) calls the ‘new participation age’, where boundaries between consumer/ creator are becoming increasingly blurred. DNA introduced a completely new platform of interaction with it readers with its blog called the ‘DNA Editors’ Blog’. This endeavours to see more people expressing their views on the worldwide platform. In addition, Newspaper blogs allow you to post comments on various lead stories of the day on the site.” A similar trend was followed by Mint as well. These initiatives really make a difference to the newspaper brand. It involves people, and the brand connects increase substantially. It is not about reading but it is about how you keep your readers engaged throughout the day. Readers have moved on from the early paradigm of merely receiving information to commenting and contributing to the news content.

Source: Exchange4media

HOME

Environment Watch: Advertising & Media

Regulation

19. TRAI alters government regulated sources of news to FM radio –December 8

There seems little scope for private radio stations to broadcast their own news and current affairs, at least for the next couple of years. Recently, the government had agreed to let private FM radio operators air news items prepared by All India Radio (AIR) and Doordarshan. However, it had hinted that there was a possibility to allow private FM stations produce their own news in the not so far off future. The Telecom Regulatory Authority of India (TRAI) has made it a distant possibility by endorsing the government's view that the scope of news items should be limited to government controlled feed. The TRAI endorsement comes after the government informed the regulatory authority in a letter that “in the absence of a regulatory authority with a localised presence, and any arrangement for monitoring the private channels and the sensitivities involved, it is not possible to allow complete freedom to private FM stations to broadcast news, even though the content may be sourced from authorized agencies as suggested”. In its earlier recommendations, TRAI had suggested that FM radio broadcasters be permitted to broadcast news, taking content from AIR, Doordarshan, authorised TV news channels, United News of India (UNI), Press Trust of India (PTI) and any other authorised news agency without any substantive change in the content. Options for the expansion of sources for content may be considered after three years

Source: Agencyfaqs

20.TRAI aims to improve quality of services in NON-CAS areas and DTH services-December 2

In order to ensure quality services to subscribers residing in non-CAS areas, as well as those subscribing to DTH services, TRAI issued a consultation paper. The consultation paper will touch upon facts such as procedures, timelines for connections or disconnections or transfer of cable TV services. The procedure for billing as well as billing related complaints, overall complaint of the addressal system, in areas where cable service providers are providing digital transmission, timeline and the procedure for services relating to provision of digital decoders and STBs (Set-Top-Box) in non-CAS areas. The Ministry of Information and Broadcasting has also been address for enlarging the scope of the existing district level monitoring committees in order to enable these committees to monitor the proposed Quality of Service (QoS) Regulations, this is seen as a challenge due to the fact that there is a very large number of cable operators widely spread over large geographical areas. The TRAI says it has written to various State Governments for effective monitoring and enforcement of quality of service parameters whenever such guidelines are issued in future. The key focus area for the cable industry is the implementation of CAS, the addressability and availability of pay channels

Source: Exchange4Media

Retail

21. Retail to grow to $496 in the next four years - December 17

The unorganized retail sector is expected to grow at about 10 percent per annum to reach $496 billion in 2011-12. The report on the impact of organised retail on small shop owners, released in parliament by the Delhi-based think tank Indian Council for Research on International Economic Relations (Icrier), said the retail business in the country would grow at 13 percent annually from $322 billion in 2006-07 to $590 billion in 2011-12.The unorganised retail industry was valued at $309 billion in 2006-07. However, given the relatively weak financial state of the unorganised retailers and the space constraints on their expansion prospects, this sector alone will not be able to meet the growing demand. Hence, the organized retail that now constitutes a small four percent of the total industry is likely to grow at a much faster pace of 45-50 percent per annum and quadruple its share in total retail trade to 16 percent by 2011-12.

According to the report, consumers have gained with the entry of organised retailers and their overall spending has also gone up. While all income groups saved through organised retail purchases, the report revealed that lower income consumers saved more. Moreover, the report said farmers benefit significantly from the option of direct sales to organised retailers. The study made certain recommendations like facilitation of cash-and-carry outlets, like Metro, for selling farmers' produce to unorganised retailers. It also urged encouraging cooperatives and associations of unorganised retailers for direct procurement from suppliers and farmers. Also, simplification of the licensing and permit regime for organised retail and a move towards a nationwide uniform licensing regime in the states to facilitate modern retail have been recommended.

Source: Economic Times

Radio

22. Now watch “Movies” on Fm with your “Ears”.-December 13

Most FM stations in India today play the role of a ‘jukebox’ sans the coins. The radio content is predominantly based on music, with variations of celebrity chats, interactive sessions, and useful information pertaining to everyday life. However, through a programme called ‘Olichithiram’ Tamil FM station, Hello FM, has resorted to the old school format of the All India Radio by airing soundtracks of movies. The station airs full length movies on Sunday afternoons which breaks the monotony of daily programme listening. The concept of watching movies with ears has picked up rampantly in all radio stations across India and is widely accepted by many.

Source: Exchange4Media

HOME

Touch Points

Touchpoints is a unique tool for ZenithOptimedia clients that provide clear actionable metrics for all contact points used in marketing products and services.

For a detailed presentation on Touchpoints contact Mr. Pavan Chandra at pchandra@zenithoptimediaindia.com or call at +91-9899-3767-68

HOME

ZO Zone

BIG BOSS Season 1 Vs Season 2

Big Boss Main Episodes

Ratings for the Big Boss season 1 was higher as compared to season 2.

Source: TAM

Season 1 – 03 Nov 06 - 27 Jan 07
Season 2 – 17 Aug 08 - 22 Nov 08

Big Boss Result Episodes

Source: TAM

Season 1 – 03 Nov 06 - 27 Jan 07
Season 2 – 17 Aug 08 - 22 Nov 08

Big Boss Grand Finale

Source: TAM

Season 1 – 03 Nov 06 - 27 Jan 07
Season 2 – 17 Aug 08 - 22 Nov 08

Big Boss – Season 1 & 2 Summary

Source: TAM

Season 1 – 03 Nov 06 - 27 Jan 07
Season 2 – 17 Aug 08 - 22 Nov 08

Advertising Spend Analysis for Airlines Category for the Year 2006-07 & 2007-08

Monthly Media Expenditure

Source: IMRB & AC Nielson
(Reported Figures)

Brandwise Spends

Source: IMRB & AC Nielson
(Reported Figures)

Medium Breakup

Source: IMRB & AC Nielson
(Reported Figures)

Genre Breakup

Source: IMRB & AC Nielson
(Reported Figures)

HOME

Fast Forward

Mobile Applications in India: Opportunities and Challenges

Ajay Pandey, CEO, Mastiff Tech

With the growth of economies, the amount of intellectual content generated by both individuals and companies is growing at a fairly rapid pace. And this in turn is accelerating the growth of alternate mediums of information dissemination (from the age old sagas of TV, radio, newspapers and magazines) to our very own internet and the next gen gadget in tinsel town - the mobile.

Whenever we think of internet the first thing that strikes is Google, isn’t it? One can just imagine the amount of content it has. But can content be place dependent? Can it not be accessed when on the move? This was something that was questioned every now and then. And the answer came in the form of the internet enabled mobile phone that has since then changed boundaries.

Now you can read news, watch your favourite video clip or chat with your buddy on-the-move. Isn’t it an interesting perspective? The one time dull device for just making and receiving calls has now become the Swiss army knife of technologies changing the way people communicate. And well, the plethora of opportunities provided by the mobile is far more advantageous than the desktop.

According to Telecom Regulatory Authority of India (TRAI), the total number of mobile users in India stood at 296.08 million at the end of July 2008, as against 192.98 million a year ago. And it is growing at 53.44 per cent per year! Thus by providing high-speed data capabilities and internet access, mobiles open up a landscape where users can communicate, read, listen, watch and work as they wish, wherever they wish, using services personalized to their interests and even physical location.

While this may look like a piece of cake to a layman, putting all that kind of content on a cellphone is actually a great challenge for the developers to overcome. Every mobile content or application you make has to be ported on hundreds of mobile phones. The compatibility of an application to a certain mobile device is the utmost concern. This is because every mobile handset has a certain kind of configuration and the application has to suit the same. Nokia itself has hundreds of models available in the market including the ones that have been dissolved over a period. And there are other handset companies too!

The other challenge faced by the industry today is determining what content to give and what to keep. Is it music or is it video? Is it Bollywood or Hollywood? Well, this is one area that media houses need to spend more time and resources for. Anyone can give content but he who gives the best would be able to turn the table. Basically, one would need to understand the nerve of the consumer so as to offer the best content.

Every individual has a separate preference and customizing the content as per individual needs is a tedious task. One may like to read business updates on weekdays but latest update on movies during the weekends. How do you cope with that? And with the increased focus on localization, customization has become a greater challenge than before.

Providing the right information at the right time also determines the value of the content. Won’t it be great if the user gets the latest deals on offer at a certain shopping complex if he is near to that place or inside it? It may actually pursue him to drop in or peep into one of the product deals. On the other hand the same information may just lose its relevance if sent to the user while he is taking a nap or sitting in a meeting. And providing all this information on a 4 inches screen is not so easy. There is a big hullabaloo about PDAs or smart phones, as we call them, but their market is barely 15 per cent.

All said and done mobile phones have definitely been identified as the next big content distribution channel. Compared to the year 2000 the amount of time spent on the mobile phone has nearly doubled and addictive experiences have attracted audience attention at the expense of traditional media such as television and radio. And, why not when there is a huge proliferation of free services, as well as the ability to consume content selectively on the mobile.

Online ads are cheaper but have the ability to target the audience more effectively with measurable performance. Additionally, it does not give way to avoiding advertisements by flipping channels. In the last year alone advertising on mobiles has grown by 5-6 per cent. The biggest revenue grosser has been the simplest service or our well known SMS. Companies like Webaroo have exploited this terrain extensively. They have encouraged users to build SMS communities on their domain and all they do is to ship an ad with every SMS. It is extremely advantageous to the user as he gets information on his favourite subject at no cost at all bundled with an offer or deal to suit his appetite.

Another revenue generator is value added services that include ringtones, singtones and caller tunes wherein users are guaranteed their favourite music for a specific price tag. Well, these are basically volume strategies wherein more and more users are being brought in to generate advertising revenues.

On the other hand there is also a value strategy which aims at creating a group of consumers who may be low in numbers but guarantee high user experience. These include services like music on demand, videos on demand, and security add-ons on demand where users are guaranteed utmost service quality at a subscription model.

Last but not the least, mobile gaming is one arena that has come into active existence in the last year but is all set to break records where revenues are concerned. Initially, mobile gaming was limited to the ones embedded with the handset but now there are hoards of gaming companies developing games for download at a certain price. The game’s business model is structured from the outset to make money at various stages. For instance, users need to buy the software to get started and then pay a monthly subscription fee to keep playing the game. That’s not all, these games become absolutely free to play and download when the user chooses to watch an ad between the duration of the game.

Well, this is just the beginning of an era that will change terrains. We are sure more and more methods and skills will be developed to inculcate new technologies which will simplify content collaboration, sort compatibility issues and at the same time drive advertising. Till then let’s keep our fingers crossed and watch!

HOME

This tracker has been compiled from external sources and does not necessarily reflect the views of the company.
Links provided will take you to the full articles appended at the end of the file.

HOME

Full Articles

1.High-end brands go the digital way for better reach and connect

December 24

Exchange4Media

Digital advertising, largely confined to display ads, social networking and mobile ads in India, is getting extensively used by advertisers to reach their TG. So far, online advertising has been treated as an add-on feature in a media plan, but gradually, quite a few advertisers are claiming to have made it a conscious and strategic choice.

Consequently, the medium has drawn the attention of more and more high-end brands in the cars, jewellery, watches, sectors, that are reaching out to their TG through this medium. The types of campaigns taken up by these brands vary from social networking to display to launching their own websites. One such new form of advertisement is gadget ad, which is increasingly being used by car majors, mainly because of its high scope for interactivity.

Recently, Ford came up with a gadget ad conceptualized by Mindshare Chennai that aims to communicate not just the brand message, but also serve as a two-way communication between the TG and the brand via information dissemination and interactive elements.

Explaining the campaign mechanism, Sanjeev Shukla, GM – Marketing, Ford India, said, “We used an interactive ad unit by Google on their network for this. The metrics moved from cost per click to cost per interaction, which improved ten times over the vanilla banner ads.”

He further said, “If it pays per click, then advertising has to go beyond banners on the Net as users ignore them or don’t click, given the layered interaction (too many windows or links to reach the main message).The gadgets was a key Ford initiative to ensure that our users arrive at a singular hub for interacting with the brand without having to move away from the content they are consuming.”

Not restricting itself to gadgets, Ford claims to have tasted success with its social networking and mobile campaigns as well. Social networking sites, with a penetration of nearly 60 per cent in the country, are also being tapped by brands to build affinity and viral awareness around the brand positioning. One such recent campaign has been that of Tanishq jewellery’s latest collection. Tanishq is targeting the urban Indian Net savvy woman and is experimenting with the idea of selecting jewellery online and interacting on the site.

Luxury brands, too, are looking to tapping the urban Internet savvy audience through digital campaigns. According to a media planner for Ford, “With an Internet user base of 50 million, which largely comprises an affluent male base, there is no reason why the Indian passenger car market should not be chasing this medium, and more so in light of the time spent and usage by the core user group.”

He further explained, “The analog touchpoints are getting fragmented and blunt mass media does not help in connecting with the target audience. Putting a precise measurement on results from each of the touchpoints is much more critical, especially in light of the economic slowdown. Ford’s engagement with digital is strategic and is not just a support to mainstream options. It is not just as medium, but a long-term strategic initiative.”

Recently, TAG Heuer had launched their first display ad as an online initiative by handpicking a few Internet portals such a Business Standard, Google, Moneycontrol, MSN Lifestyle, and so on. TAG Heuer’s MD, Manmeet Vohra, admitted that the global meltdown had shifted the advertiser’s attention towards the considerably cheaper online medium. He added that being first timers in their online campaigns gave an edge to these high-end brands.

Ford India’s Shukla, while speaking on the overall usage of the digital medium, sums up well, “The onus is definitely on the media agencies to take up the initiative and educate the clients about its benefits. Digital needs to be treated not just as a cheaper medium, but the innovative possibilities that it offers.”

2.Now, ads directly on mobile screens

December 18

Buisness Standard

Till now, the only way an advertiser could place an advertisement on a mobile phone was through a formal SMS. When you opened an SMS, the advertiser’s message would be found at the bottom or the SMS itself would be an text ad. How about a new advertising platform where the beep sound of an SMS would not disturb the user and in fact the user will not even have to even key into the inbox to read it Hyderabad-based technology company, NowPos (short for NowPossible) Online Services Private Limited, has developed a new process — Beep — where one can place brand logos or miniature advertisements on mobile screens.

Ayyappa Nagubandi, chairman and CEO, NowPos, said: “The idea is to create an image-based advertising platform, where a mobile phone user can see the advertisement directly on his screen — as long as the advertiser wants him to — anywhere from one minute to 24 hours.”

Claiming the Beep software to be the world’s first, the company had recently filed a patent application under the Patent Cooperation Treaty, he added. The software occupies 112 KB of memory in a mobile device.

NowPos has tied-up with Airtel to run a pilot of its GSM-based Beep software in Andhra Pradesh. The firm is offering Rs 100 free talktime to the latter’s 25,000 subscribers for downloading the software on their mobile phones.

“The Indian mobile industry is possibly among the fastest growing sectors in the country. From 280 million mobile phones in May 2008, the industry is expected to grow up to 737 million mobile phones by 2012, making the mobile screen one of the most visible and sought after media in the world by every advertiser,” Nagubandi said.

The closely-held company is currently in talks with other mobile operators in India including BSNL, Vodafone and Idea, besides initiating talks with telecom companies in West Asia. “We expect these talks to reach fruition by the end of next quarter,” he said, adding the company expected its subscriber-base to touch 100,000 in a month.

3.OOH players get creative with self-branding

December 24

Agencyfaqs

A contact number with the name of the media owner on a white background. That’s what a vacant hoarding looked like until a few years ago. But no more. Bright Outdoor Media, for instance, now has this message: “Every day, we talk to 1,000 million people in every corner of India.”

The game seems to changing fast in the OOH space. Players in this segment, be it small or big, have realised the importance of self-branding. Another OOH player in Delhi and Uttar Pradesh, Origins, has put up a hoarding for self-branding, which shows the close-up of an eye that has a cracked lens. The one-liner on the hoarding says, “Hit for sure”. The company logo, along with the contact numbers, appear at the bottom of the hoarding. Interestingly, the creative was done in-house.

Many of us, who thought of OOH media owners as frumpy and old-fashioned, have now been left wide-eyed with wonder at the visible changes on existing site displays.

A senior industry observer corroborates, "Traditionally, OOH companies are considered to be conservative. They do not believe in self-promotion or self-branding activities. But the game seems to be changing now, especially after the entry of new players in this space. These players entered the market with a proper communication plan to promote themselves, like media owners in any other category, be it print or television."

"One obvious reason for this is that these new players have come with their experience from a cross-media presence," he adds.

For instance, ENIL's Times OOH came up with a very interesting message on its vacant hoardings. Times OOH has created and launched a campaign, Innovate, on its sites to inspire advertisers and agencies to use their properties differently and innovate on them. The campaign has been ideated by the Mumbai based advertising agency, Republic.

The latest creative in this campaign shows a cricketer doing a reverse sweep, signifying the innovative side of the sport. Since cricketers constantly innovate with playing tactics, the company has used this symbolically to show that innovations are possible with the use of its media, too.

What is interesting about the Innovate campaign is that the common creative has been splashed on five consecutive Times OOH hoardings on the DND Flyway, which connects Delhi and Noida.

Sunder Hemrajani, managing director, Times OOH, explains that the idea is to have recall value, because on an expressway, people will view any advertisement only for a split second. The campaign is targeted at creative agencies, brand managers and media planning agencies.

Jindal Steel's OOH division, Parivartan, too, has put up creatives on its shelters, which say, “Beyond Shelters...” Another creative shows pictures of eyeballs, with the message, “Be Noticed Here”. The company works with different creative agencies to get the brand image right. It also has a campaign in the offing to inform advertisers about Parivartan. This campaign will include events, corporate social responsibility activities and subtle messaging.

It's not only about having an interesting and innovative message on the hoarding. OOH players are now game for rebranding and redesigning their logos as well. They are also ready to hire the services of specialised creative and design agencies. For instance, Alakh Advertising has invited design agencies to pitch for ideas on its rebranding. Symbiosis Advertising, too, is ready to hire a design agency.

Roshan Publicity, for example, has replaced its earlier brand identity – a yellow star and contact number on a boring green background – with a stylish starburst logo, maintaining the company's brand colours, green and yellow. Below the logo, the line reads, “Media Assets and OOH Media Solutions since 1978”.

The new logo was splashed across their sites overnight. "Our rebranding was treated like a campaign in itself, in which our sites underwent a change overnight," Junaid Kader Shaikh, director, media solutions, Roshan Publicity, says proudly.

Mangesh Borse, director, Symbiosis Advertising, reasons, "Today, the outdoor business is no longer driven by media ownership alone. Media imagery is as critical as media properties."

He explains that branding is an important aspect of any organisation because it creates a personality out of an entity. Also, as technology and investments become critical for survival, a distinct brand will drive organisational growth. More importantly, it adds substantially to the company valuation.

Better branding gives better visibility and, more importantly, is a goo starting point for upsizing. Borse adds that the new logo for Symbiosis, which was created in 2007, has certainly helped the company with better awareness, better identity and better performance.

Shaikh of Roshan Publicity, who represents the younger generation in this business and exudes zeal and optimism for the industry, says that the reason behind these initiatives is the change in the perception of this industry. "Outdoor was earlier looked at as a commodity, but not any more. The way we look at it is: If we can't market ourselves well, what will we do for the client?" he says.

Another section of industry observers says that the insecurity in the market has also made OOH players pull up their socks. "Earlier, most entrepreneurs and businessmen would prefer to keep a low profile and they had strong reasons to do so. Fewer sites, fewer media kept them protected from any invasion in their businesses.”

However, the transformation of the outdoor business post-2000 was marked by a huge growth in formats and the number of outdoor media vehicles. “That's when they probably started feeling the need for better branding," explains Borse of Symbiosis.

Self-branding activities have increased in the last few months. As a senior media observer says, "The rising number of vacant hoardings has created a new opportunity for OOH media owners. They are using this as an opportunity to give a push to their self-branding initiatives."

Most observers of the OOH space feel that this is just the beginning. As Kader says, "The redesigned logo or revamped brand image of the OOH company is just one small step. This has to be taken forward with better services to clients, up-to-date reports of sites, and so on. The aim should be to partner with the client, and not just provide him a space to advertise on. Just like when you speak, the air is the medium that carries your voice, similarly, we are the medium that helps carry the voice of the advertiser to the end user."

Borse also believes that site branding and logo changes are necessary, but not sufficient. "Branding," he says, "needs patience. It is not a 10-day visibility campaign." The organisation needs to do a lot more than just create a better visual identity. For instance, it must ensure a professional team and demonstrate innovation initiatives and a proven networking ability.

Whether this wave of revamping OOH company identities makes the necessary impact is to be seen. For now, what one sees is the fight for survival and the need to stand out in the existing visual cacophony.

4.New outdoor format, Airscreen, comes to India

December 4

Agencyfaqs

Today, brands Advertisement are moving beyond conventional outdoor vehicles and trying innovative new formats to communicate their messages. With the outdoor industry growing sturdily in India, a number of new formats have been introduced by international media companies that see potential in this market.

Recently, German company Airscreen, which manufactures inflatable hoardings, made its way to India. Crossbow Innovative Advertising, a Delhi-based outdoor company, has bagged the exclusive distribution rights to Airscreen and Airframe, the two products of the company, Airscreen. Both products are made out of inflatable polyvinyl chloride (PVC), which can be moulded in the shape of a hoarding.

Airframe offers a static space onto which a megaprint carrying pictures and messages can be attached. The inflatable product comes in sizes ranging from 26ft x 13ft to 118ft x 49ft. Airframe offers display options on both sides. Airscreen, on the other hand, comes in a larger format and has a projection screen attached to it, which allows the display of moving pictures and ad films.

To start with, Crossbow Innovative Advertising has purchased 15 of Airscreen’s products and plans to add more as the company grows. A special blower is used to inflate both Airframe and Airscreen; once deflated, they can be transported anywhere quite easily.

Rajesh Suri, director, Crossbow Innovative Advertising, tells afaqs!, “We wanted to offer large format media, which was also aesthetically appealing, in the Indian market. There are times when companies do not have large projectors while conducting events. Airscreen is our answer to this problem. We will also rent out Airframes and Airscreens for sales driven campaigns. Both our products are high on mobility and this will work in favour of the brands that advertise on them.”

Suri says that his organisation will work closely with outdoor companies because these are usually hired by brands for advertising purposes. He adds, “We can give away Airscreen for as little as a day’s time for events, while brands using our products in malls can hire our products for at least a month’s time, which can be further extended. We plan to sell our media at the Delhi Metro, in malls and to event companies.”

The product can also be used on landscapes and in open areas where people gather. The company will see its first campaign launch in India this month.

More than 40 countries, including the US, Germany, Mexico, Argentina, the UK and Australia, are already using Airscreen products. But will this product get a favourable response in India?

Christian Kremer, chief executive officer, Airscreen, sounds hopeful when he says, “We think that India could be a key market for us. We are sure that our products will soon get a good response from the OOH business in India.”

Monthly rentals for Airscreen products will start from Rs 25000 and go upto Rs 400000. A day's rent of an Airscreen for exhibition and event display will range between Rs 20000 and Rs 50000 approximately. All rentals will vary according to the size of the formats, locations and duration for which the products are rented.

Airscreen started off as a company that played movies at open air venues and made money from the stalls set up in the vicinity. Over time, it graduated to using this innovative technology as an outdoor advertising medium.

5.Delhi roads to get new ad ambulances

December 2

Agencyfaqs

Now, Greenline, a Delhi based outdoor company, has entered into a three year agreement with the Municipal Corporation of Delhi (MCD) to provide 50 ambulances for the relief of victims of road accidents. The ambulances will carry advertising options for brands.

The victims will be provided free first aid and other emergency medical services (EMS). The ambulances will be placed at 50 crossings in Delhi, including South Extension, Moolchand Crossing and NH 8 near Shiv Murti. These will transport accident victims to the nearest hospital. A helpline number will be put up on the ambulances, which will help people to get in touch with Greenline.

The Greenline ambulances will provide advertising space on the driver's and cleaner's side. Greenline will pay the MCD monthly fees of Rs 10 lakh for the 50 ambulances.

The agreement, signed in September, will be renewed according to the performance of the company. Once Greenline gets the compulsory clearance from the traffic police, the ambulances will hit the roads of Delhi.

Raminder Singh, managing director, Greenline, tells afaqs!, “This endeavour is about combining business with a noble cause for the improvement of the city. We did not want to do out and out charity. This way, we will sustain the effort for a longer time.”

Singh also talks about the kind of brands that may be interested in advertising on an ambulance. “It will not be appropriate to market a soap using an ambulance. We will offer our media mainly to pharmaceutical companies. We will expect these companies to help us with EMS. It is an interesting social responsibility option for brands to explore.”

He adds, “Eight months ago, we made a presentation on these ambulances and showed it to the MCD, which liked our idea. Once an accident happens, the initial 60 minutes are crucial in saving a victim's life. This is where our ambulances will come to the victim's rescue.”Singh was tightlipped about the revenue Greenline expects to earn from the advertisements.

For the record, Greenline, established in 1994, is an OOH company specialising in environment friendly street furniture. It privatised horticulture in India by launching Project Green Delhi, under which it greened 300 km of roads in Delhi and landscaped and beautified 10 flyovers, 40 parks, 38 islands and 18 roundabouts.

Greenline has also made overhead signages, ornamental railings, bus stops, public conveniences, fountains and solar panels for the Government of Delhi. The company has executed similar projects in Bengaluru, Chennai and Ludhiana.

6.OOH Media launches scientific and research-based rate card

December 11

Agencyfaqs

OOH Media has launched its scientific and research-based rate card equipped with innovative packages to woo advertisers. The new rate card is an evolved form of a master planning tool, which is based on a client’s media buying habits, erstwhile prevailing rates and insights derived from OOH Metrics. The tool is based on the ‘Inverse Media Pyramid’, which states that ‘higher the TG on the income pyramid, the more difficult it is to reach him/her’.

The advertiser-oriented rate card enables clients to buy by audience/ TG, markets, cluster and locations. For example, if the advertiser wants to buy by TG, he can choose from the various ‘audience packages’ (AP) of influencers, women, youth, CWE (Chief Wage Earners), premium and super-premium. These profiles have been formed from derived insights using OOH Metrics, which helps the client plan for this medium in a sharp and focused manner. For instance, the rate card lends an impetus to high end brands to reach to SEC A, A+ audiences by offering advertisers the AP of the Premium and Super Premium.

The client can buy ‘markets’, wherein the entire gamut of locations where OOH Media has presence in (barring CSDs) can be bought for the Target Market City. OOH Media currently has over 5,000 screens across 22 cities, including all metros, mini-metros and Tier II towns of Chandigarh, Amritsar, Ludhiana, Panjim, Nashik, etc., in locations like malls, multiplexes, corporate parks, ITES, BPOs gyms, bookstores, lifestyle stores, restaurants, etc. The advertiser can pick up all these locations his target city wherever OOH Media has screens.

The rate card also gives the client the choice to buy by ‘clusters’. For instance, a health drink brand can choose to pick up only gyms as a cluster, while a newly launched soap could be advertised across only all malls across India. With Bollywood getting into aggressive marketing campaigns, they can choose to be in the clusters of only multiplexes and restaurants and so on.

Advertisers who want to go local can choose to advertise only in specific locations in the target city. For example, an apparel brand outlet located in the Andheri area in Mumbai can choose to advertise in the vicinity residential buildings or multiplexes of that area to drive audiences and create awareness.

Niloufer Dundh, CSO, OOH Media, said, “With OOH Metrics now in play, the rate card is more scientific and is a consolidated tool offering OOH Media in a packaged and logical way. The client can even buy using cross-packages, that is, buy only the Corporate Cluster in the Delhi market. The caveat here is economies of scale, that is, more the volume, cheaper the media.”

Raghu Venkatraman, VP-Media Strategy, OOH Media, added here, “OOH Metrics has played a pivotal role in developing this rate card. With Nielsen in the foreground of the research, the results are well-aligned to the current industry findings.”

He further said, “The rationale or the genesis to launch a new rate card for OOH Media was that the idea was to use the learnings of the on-ground research, convert them into applicable media tools and offer the client value for money media plans based on hardcore research and logic. Given that OOH Media has over 5,000 screens across over 1,000 locations in India, it becomes tedious for clients to select each location individually without prior knowledge of audience profile and suitability of that location. This rate card consists of all detailed information that will help them make a consolidated media plan. Also, clients are buying the medium in various ways. The idea was to offer them multiple ways to buy OOH Media, whichever is most convenient for them. Flexicast is not just about broadcasting, but also a way of buying the medium, that is, Flexibuying.”

“The purpose, given that you are not increasing your ad rates is that in this case, we are not looking at an increase or decrease in ad rates, but a ‘standardisation’ of the rates based on weighted value of the locations and audience profile where our screens are present,” explained Venkatraman.

He concluded by saying, “Yes, the rate card is an evolution of the Flexicast tool, with an added dimension of OOH Metrics’ research. These insights have designated an audience demographic profile, media consumption habits, footfall count, etc., which has helped construct this entire rate card.”

7. Consumers research online but prefer to buy in the shop

December 9

Factiva

CONSUMERS research products online but prefer to make most of their purchases in-store, a survey has found.

The Deloitte 2008 Consumer behaviour survey found that for expensive items such as furniture, white goods and appliances, consumers liked to compare prices online, and then go to a shop to see the product and complete the transaction.

Katrina Doney, director of Deloitte Growth Solutions, said credit card security and wanting to see and experience purchases were some of the reasons why more people weren't making their purchases online.

``Women in particular are very tactile; they like to touch products,'' she said, adding that women also treated shopping as a social outting.

Ms Doney said retailers needed to have a good online presence, as an increasing numbers of consumers were using the internet to research their products.

``All retailers need to have a website because we know that over 90 per cent of our respondents in the survey were researching across all categories online,'' she said.

``Even for things that are less likely to be purchased online -- like sports equipment, white goods, apparel and furniture -- the internet can be a useful tool to research products and compare prices.''

She said consumers were still going to retail stores to make purchases and receive ``good old-fashioned service''.

``This indicates that for the moment the internet will not replace retail stores as consumers look for flexibility in how they are served,'' she said.

``People are now more educated before purchasing big-ticket items, but they also like to go to stores and perhaps even treat shopping as a social experience''.

The products most likely to buck that trend are entertainment items, such as books, DVDs, music and computer hardware and software, which consumers feel comfortable buying online.

``Unlike clothes, you don't need to try on a book,' Ms Doney said.

``Also movie and concert tickets purchased online is easy to do and convenient.''

Those aged 18 to 26 bought health, beauty, clothing and accessories on the internet more than any other age group.

The 35 to 43-year-olds were more likely than anyone else to buy toys and gifts online.

The Deloitte 2008 Consumer behaviour survey was conducted in early October.

8. Most Media To Suffer Retrenchment in 2009

December 30

Center for Media

According to a new report by FitchRatings, the company forecasts that the contraction in output among the major advanced economies will represent the steepest decline since the Second World War, with GDP in the U.S. to decline approximately 1.2%, while inflation is forecast to be 2.7%.

Regarding the advertising environment, the Fitch media team is more cautious than most major advertising forecasts, none of which currently predict advertising to be nearly as weak as 2001.

Fitch's cautious view about advertising is, in part, supported by these underlying conditions:

The 2001 ad downturn was concentrated in national advertising, while the 2008-2010 downturn will include both local and national components. Political and Olympic spending masked the local market weakness in 2008, but the report says the absence of these revenue sources in 2009 will expose the depth of this weakness.

This weakness in local markets will be compounded by national advertising pressures due to the impact of the credit market events that hit while many large national advertisers were planning their 2009 ad spending budgets, forcing many companies to emphasize capital preservation and liquidity, not just earnings growth.

With advertising being one of the most easily scalable fixed costs, some major advertisers could plan to pull back on national campaigns considerably until there is more visibility in the market.

Five of the top 10 advertising categories, or over 40% of the ad mix (according to Advertising Age), will be under meaningful pressure next year, says the report:

No.1 Retail (12% of total)

No.2 Automotive (12%)

No.5 Financial Services (6%)

No.6 General Services (6%)

No.9 Airlines, Hotels and Car Rentals (4%)

And, notes the report, advertising inventory has proliferated (from online and emerging mediums as well as traditional ones) since previous downturns. Media companies are likely to compete more heavily on price in this downturn to fill the vast supply of ad space available.

Advertisers have many more options in the current environment than at any other time for maintaining a presence with consumers while trimming their budgets and scaling back high Cost Per Thousand (CPM) advertising campaigns, says the report. Even healthy advertisers are likely to use this increased bargaining power to command better price terms and concessions from media companies.

The study offers trends and outlooks for several advertising subsectors in the report, as estimated by Fitch:

Newspapers

Newspaper industry revenue growth will be negative for the foreseeable future as both ad pricing and linage will be under pressure within each of the four main components of newspaper companies' revenue streams. Fitch believes more newspapers and newspaper groups will default, be shut down and be liquidated in 2009 and several cities could go without a daily print newspaper by 2010.

Yellowpages

Few markets will be able to support more than two directories and most markets will eventually only be able to support one book. Another year of accelerated declines in yellowpages advertising could significantly pressure the intermediate-term solvency of the two pure-play incumbent directories companies.

Terrestrial Radio

Radio has no unionized workforces, and convert a higher percentage of EBITDA to free cash flow giving them more cushion to endure the secular challenges. Listenership is likely to continue to fall, though available inventory should remain relatively stable, and pricing could be up on some advertisers. Internet streaming provides additional day parts to sell. The continued roll-out of factory-installed high definition (HD) radio into automobiles could provide upside to listenership.

Magazines

Fitch expects the larger players to rationalize available print advertising inventory through consolidation and closing down titles. Several categories that used to have multiple titles will likely have advertising bases that can support only one major title. With limited catalysts for growth in the core print product, magazine publishers have become more proactive online.

Outdoor

Fitch believes the potential negative effects of increased inventory from digital roll-outs should be tempered by increasing appeal to national advertisers, as well as decreases in price per unit. Cost structures should benefit from digital billboards, as displays can be centrally managed without physical deployment of work crews. Low CPMs and better networked national sales pitches, position outdoor advertising companies to endure the downturn and rebound with the economy.

Cable Networks

Cable industry ad inventory has grown significantly over the past several years, causing a deceleration of the decades-long increase in ad dollars, but cable continues to be a targeted medium, at a lower price relative to broadcast and with significant reach. Fitch expects it to continue to gain share from broadcast. Fitch expects the cable networks to continue to embrace VOD and digital strategies, which could provide some modest upside to revenue growth.

Online

Online could be negatively affected by advertisers scaling back experimental expenditures in favor of more proven, performance-based mediums. Search is likely to be more healthy than display. Remnant advertising is likely to be hit by a shakeout in the ad network space. While CPM growth is likely to moderate and could be under pressure, online video and social networking are likely to support growth. Regulatory issues associated with privacy could be a factor as firms attempt to implement more behavioral targeting. Over the longer term, online advertising is expected to rebound from economic weakness and continue to capture share from traditional outlets.

9. Instant Foods Volume grow further

December 9

Exchange4Media

'Instant Foods/Meals' ad volumes grew by three per cent on TV during January-October 2008 compared to same period in 2007.

'Noodles/Pasta' garnered a high share (76 per cent) of overall TV ad volumes of 'Instant Foods/Meals' during January-October 2008.

'Nestle India Limited' leads in advertising of 'Instant Foods/Meals' brands on TV during January-October 2008.

'Maggi Cuppa Mania' was advertised the maximum among the new brands of 'Instant Foods/Meals' category on TV during January-October 2008.

10. Fairness Creams had maximum share in advertisement this year

December 16

Exchange4Media

There has been a 23 per cent rise in TV ad volumes of skin care category during January - October 2008 compared to same period in 2007. Fairness creams had the maximum share of skin care category advertising on TV during January - October 2008.

Ponds India was the top advertiser in skin care category advertising on TV during January - October 2008.

Clearasil Face Wash topped the chart of new skin care brands advertised on TV during January - October 2008.

Sushmita Sen leads in celebrity endorsement ad volumes of skin care brands on TV during January - October 2008

11. Skin care advertising in print grows 5 pc in Jan-Oct 2008: AdEx Analysis

December 23

Exchange4Media

Skin care advertising in print went up by 5 per cent in the January-October 2008 period as compared to the corresponding period last year. Range of skin care products and fairness creams had the maximum share of overall advertising share of the skin care category during this period.

12. Compaq notebooks topped the charts in TV advertisements this year

December 23

Exchange4Media

Eight per cent rise in TV ad volumes of IT sector during January - November 2008.

High share of laptops/notebooks category advertising on TV during January - November 2008.

Hewlett Packard India Ltd tops in the advertisers list of IT sector on TV during January - November 2008.

HP Compaq Notebooks was the most advertised new brand of IT sector on TV during January - November 2008.

Hrithik Roshan was the top celebrity endorsing IT brands on TV during January - November 2008.

13. Hare Care Witnesses a large Growth from January 08 to October 2008

December 2

Exchange4Media

Hair care category witnessed 22 per cent growth in TV advertising during January-October 2008 compared to January-October 2007.

There were more than 50 per cent of hair care advertising on national channels during January-October 2008.

Shampoos contributed for 55 per cent of overall hair care category advertising on TV during January-October 2008.

Hindustan Unilever Ltd was the number one advertiser of hair care category on TV during January-October 2008.

Superia Maxi Protect Active Health Shampoo topped the chart of new launches of hair care brands on TV during January-October 2008.

14.Radio and TV channels promotion in print show growth during Jan-Oct ’08:

December 9

Exchange4Media

Radio channel promotions in print rose 47 per cent, while TV channel promotions in print went up by 19 per cent during the January-October 2008 period as compared to the corresponding period last year. Publications from the West zone were preferred for TV and radio channel promotions during this period

47% rise in ad volumes of Radio Channel Promotion whereas TV Channel Promotions saw a growth of 19% in Print during Jan-Oct'08 compared to Jan-Oct'07..

• Publications from west zone were preferred for TV and Radio channel promotions during Jan-Oct ‘08.

• High share of TV and Radio channel promotions in Non-Metro Newspaper.

• Synergy Media Entertainment’ topped the advertisers list of Radio channels and ‘Star TV Network’ leads for TV Channels promotion in Print.

High share of print advertising for independent retailers during Jan-Oct ’08:

November 25

High share of Print advertising for independent retailers in the retail sector was seen during January-October 2008. Pantaloons Retail India led the retail sector in print advertising during this period. Sales promotional campaigns constituted 48 pr cent share of total retail sector ads in print during January-October 2008

15. Cartoon Network, Hungama emerge leaders among kids’ channels

November 27

Exchage4media

The kids’ channels have been mostly spared the vagaries of wild fluctuations. TAM Media Research shows that for weeks 1 to 46 for the C&S 4-14 in the all market, Cartoon Network is still the leader. Weeks 1 to 30 saw a close fight between Pogo and Hungama for the second slot, with Pogo becoming the No. 1 player in the kid’s genre from week 30 onwards. The fight then shifts to Hungama and Nick competing closely for the third position. Weeks 1 to 20 see a close fight between Nick and Jetix for the fourth position, however, from week 20 onwards, Nick moves up, while Jetix drops.

The trend in Hindi speaking market sees Hungama leading from weeks 1 to 30. From week 30 onwards, Hungama sees a downturn and there is a close contest see between Cartoon Network and Nick for the No. 1 position. From week 44, Cartoon Network emerges as the leader, while Nick, Hungama and Pogo fight it out for the second position.

Jetix and Disney Channel have failed to get adequate market share. It may be noted that Hungama, Disney Channel and Jetix are sister companies, while Hungama is doing very well, Jetix and Disney Channel have fallen behind.

Speaking on the trend, Nina Elavia Jaipuria, Vice President & General Manager, Nick India, said, “If you look at the numbers in September and October, Nick has clearly been ahead of Hungama, we have been a clear No. 2 all the way. In September, our market share was 22 and in October it was 24, as compared to Hungama’s 21 and 20, respectively. The gap between Nick and Hungama was close earlier, but not anymore. In fact, the gap is widening week on week.”

She added, “In terms of initiatives and on-ground activities, all our efforts are 360-degree initiatives. Our continuous offerings in terms of interactivity, contests and promotions, stunts and marathons and our endearing characters like Ninja, Perman and SpongeBoB continue to engage the existing viewers and enhance our time spent. Therefore, all our initiatives off and on air, above and below the line, connect with kids wherever they are.”

Meanwhile, Nick has lined up new content like Tricky TV and Finzoni Circus. It has also embarked on an extensive marketing campaign for Toon Jockey, reaching out to more than 40 cities across the country through initiatives like a robust TV plan, radio, outdoor, out-of-home (McDonalds), comic books and partnerships with Westside and PVR.

The standoff between the Federation of Western India Cine Workers (FWICE) and the producers, which incidentally was resolved recently, saw audiences shifting alliances to sports and movie channels in the absence of fresh programming on Hindi GECs. When exchange4media asked industry experts whether there was a shift in advertisers from GECs to kids’ channels, they replied in the negative.

Jaipuria said, “There was an understanding between the ISA and the IBF of not pulling out their ads from GECs. There has been no shift so far, but we could see a positive impact if the strike prolongs beyond the 21st.”

She further maintained, “Despite the economic downturn, Nick has managed to increase its rates because of the excellent channel performance and efficiencies, and, therefore, there have been no adverse effects of the slowdown. Nick is in the position to command a higher rate that matches its deliveries.”

On the other hand, Monica Tata, Vice - President and Deputy General Manager – Entertainment Networks, South Asia, Turner International India, said, “It is too early to comment on numbers. Our networks (Cartoon Network and Pogo) continue to see steady business from non-traditional advertisers.”

At the time of filing story, officials from Walt Disney were not available to comment on Disney Channel, Jetix and Hungama TV.

16. Spreading across regions is the mantra for news channels

November 25

Exchange4Media

Increasing presence across geographies has become a mantra to capture a wider market. In keeping with this trend, Zee News is gearing for launch in the Andhra Pradesh and Uttar Pradesh markets. With an election year coming up, this strategy makes huge sense.

At present, in the language news space, Zee operates 24 Taas (Marathi), Zee Telugu and 24 Ghanta (Bengali). Speaking on the upcoming channels in Andhra Pradesh and Uttar Pradesh, Barun Das CEO, Zee News, said, “We have not yet decided what the UP channel would be called, but the Andhra channel has been named Zee 24 Ghantalu. Both are wholly owned by Zee News.”

Explaining how important a regional spread was for news channels, Tarun Nigam, Executive Director, StarCom India (North), said, “India is a country of multiple states and every state is a country in itself. Hence, regionalisation and customisation for local flavour is very essential for any channel.” On the advantages, Nigam Added, “Regional presence will only help them. It is a demand of every state. Zee and Star are getting ready for the times ahead. A wider portfolio gives you a better proposition and helps get more advertisers.”

Commenting on the potential benefits of expanding in the regional space, Das said, “I feel the regional market is the most expanding market in the media domain now, and currently, the entire regional general entertainment channels and news channels put together form the most exciting status of media. Together they come out with 44 per cent of viewership with 37 per cent advertising revenue share. It has grown from 36 per cent viewership share and 25 per cent revenue share four years back in 2004.”

He further said, “Regional expansion is what our business is all about today. If we talk about news, ideally we could have one news channel for every state. There is a restriction in GEC expansion because due to language differentiation you cannot possibly have a GEC in Hindi in UP. For the news expansion, one is not restricted by the language diffraction because the content composition is a differentiating factor for a local news channel. Ideally, we should have a news channel in every state in the country, but that would depend on the economic viability and prioritisation depending on our resources.”

As to why Zee was adopting a JV or franchisee model in some states, Das explained, “In those places which are not economically viable for us to expand now with a 24-hour news channel, we are looking for a franchising option. Where we don’t have to have equity participation, or we help a respectable business house to build, operate and transfer our 24-hour news channel operation. We franchisee our brand to them and we insure that our brand is protected by building it to the contract that the editor is on our payrolls. The editor is employed by us, but reimbursed by the franchisee owner.”

Chirantan Chandran, Partner - Client Leadership heading Mindshare North & East, observed, “Primarily what is happening across is that regional channels are becoming more important and they are growing at all levels. South side, these channels are doing extraordinarily well. All big players are now spreading in the regional space as that is where the growth is now.”

He further said, “These channels are experts in selling news in one market, Hence, it becomes easier for the channel to spread in other markets as well. Also, for the advertisers this is much more beneficial. They can work out various packages for different markets and make them more attractive.”

Talking about competitors, Das said, “In West Bengal, we have competition from Star Anando and Kolkata TV. In Maharashtra, there is Star Majha and IBN Lokmat. In Uttar Pradesh, there is Sahara Samay, while Andhra Pradesh is a very competitive market with several players. In the North we are very strong and Zee is a household name here. We are doing very well in the other markets that we are present in and it will not take us long before we emerge as a distinct channel in UP. That is what our expectations are. In Andhra, it will take time as we generally try to attain the No. 2 position and then take it from there.”

In times of economic slowdown how is Zee still expanding? Das replied, “This slowdown would rationalise the media sector to a large extent. Some companies have been too euphoric and have expanded themselves too thin without worrying about their future performance. This is not the case with Zee News and Zee Entertainment, as both have significant focus on the current performance, and all along, even when the economy was all gung ho. We found ourselves in a far more robust position because we haven’t stretched ourselves too thin. We are best placed to see through this downturn, which also offers an opportunity to expand at a very low cost. It’s a buyers market now, so any expansion will cost you significantly low than it would have cost you a year back. We would be going into expansion now after a thorough evaluation. It is the right time to be present in the UP market. We had planned the Andhra foray and had announced it six months back.”

exchange4media tried to take Star’s perspective and its presence in the Bengal and Maharashtra markets. However when contacted, Star officials declined to share details regarding their regional expansion plans.

17. Sports channels see an ally in movies for audience engagement

November 28

Exchange4Media

Neo has recently tied up with animated film ‘Jumbo’, which has roped in actor Akshay Kumar for a series of initiatives, including a contest – ‘Jumbo of the Match’. This contest is being promoted through a promo featuring Akshay, where viewers have to choose their favourite player of the India-England series. One winner will be chosen from each match, who will get to meet the actor.

There are other instances of such Bollywood-sports channel tie-ups as well. Neo Sports had earlier tied up with ‘Saawariya’, ESPN-STAR Sports had tied up with films like ‘Welcome’ and ‘Heyy Baby’, ‘Salaam-e-Ishq’ had associated itself with the English Premier League and the Premier Hockey League. The Indian Cricket League (ICL), too, is continuously being approached by various production houses for such partnerships. One such film that has partnered with ICL is ‘Ek Vivaah Aisa Bhi’. Yash Raj Films, too, have approached the League for a shoot in their Chandigarh stadium. The League claims to have a couple of more films lined up for such partnerships.

Speaking to exchange4media, Manish Mathur, COO, P9 Integrated, said, “It is all about partnership between cricket and movies. Most of the tie-ups that we do are with cricket. However, our non-cricket tie-ups, too, help us get exposure to cricket. It does not matter with which sport we partner as long as we are getting an Indian cricket exposure, and the response we got from previous film tie-ups were phenomenonal.”

Mathur further said that movie marketing was a very clean way of reaching out to consumers despite a very limited budget, resulting in high TRPs, thus working favourably for both the sports channel and the movie. This would indeed be a perfect time for films to partner with sports channels as the on-going India-England cricket series is delivering good numbers.

Abhishek Verma, Associate Vice President - Marketing, Neo Sports, said, “A partnership like the one we have with ‘Jumbo’ is a great opportunity for us to build viewership and engage them through contests.”

Verma also spoke about Neo Sports being part of an in-film brand, where they have partnered with a Harman Baweja film called ‘Victory’, which is based on cricket. He further said that brand integration in sports was a great opportunity as sports had mass appeal, just like bollywood. “Thus, it makes great sense for us to integrate with films, which results in broadening the appeal of the channel.”

Ten Sports, which has just recently the PCB rights through 2013, is also considering tie-ups with movies for its upcoming properties. Chris McDonald, CEO, Ten Sports, said, “Yes, we are certainly considering several innovative and creative tie-ups, which we will be announcing soon.”

18. Newspapers go interactive to keep up with the ‘new participation age’

December 8

Exchange4Media

For long newspapers have been a static medium, doling out news, opinions and analysis with hardly any participation or contribution from the readers, barring the letters to the editor. However, technology is providing newer platforms to newspapers to bring in a more participatory element to news – be it blogs, citizen journalism, SMSes, emails or opinion polls.

Speaking on BCCL’s various initiatives, its Chief Marketing Officer, Rahul Kansal, said, “Apart from blogging, the other elements that a newspaper has at its disposal to encourage interactivity include emails, SMSes, physical panel discussions directly with the editor through campaigns like ‘Teach India’ and ‘Lead India’, and lastly, market research, where you get to know what readers are saying, what are their issues and what they want. In The Times of India, we have column called ‘My Times, My Voice’ on the Edit page in which we publish the responses directly come from our readers. And at the end of this column, we also give options to the readers to write to us either through emails, SMSes or letters on so and so number and address, respectively.”

Neelanjan Shome, Chief Marketing Officer, HT Media, remarked, “We are entering what Jonathan Swartz (COO of Sun MicroSystems) calls the ‘new participation age’, where boundaries between consumer/ creator is becoming increasingly blurred. This is particularly evident in the media firmament, where newspapers are attempting to forge relationships with the reader which is active rather than passive like in the past. Interactivity – content flowing both ways – is key to forming such a relationship. Newspapers around the world are attempting to do this in several ways, the only real constraint is our imagination. To mention a few examples, ‘OhMyNews’ in South Korea is written entirely by its readers – created by 33,000 citizen journalists everyday – generating a regular readership of 20 lakh. Wisconsin State Journal (second largest in the state) asks its readers to vote for the next day’s lead story.”

DNA, too, has introduced a completely new platform of interaction with it readers with its blog called the ‘DNA Editors’ Blog’. The blog went online on November 24, 2008, with posts from senior journalists like R Jagannathan, Malavika Sanghvi, Ayaz Memon, Sathya Saran and Siddharth Bhatia.

KU Rao, CEO, DNA, said, “By launching this blog, we have reinstated people’s belief of being the most interactive daily in the country. With this initiative, we hope to see more people expressing their views on this worldwide platform. With blogs from our editors we would cover the entire gamut of topics – from the economy, fashion and entertainment, politics, sports and social causes – and hope to connect with the growing number of netizens blogging in India today.”

Sandeep Bhushan, COO, Mint, said, “We at Mint look at this a bit differently. Unlike in the case of many other publications, a bulk of Mint’s readers are net-savvy decision makers, which gives us the option of using both our website livemint.com and the paper to build interactivity. Our website also has inbuilt interactivity through features such as polls and feedback.”

He further said that as the paper started out, they had the basic features like ‘Letters to editor’, ‘Readers’ Choice’, etc. They then added strong interactive sections in a Q&A format under the ‘Ask Mint’ section. “Recently, we launched the ‘Mint Helpdesk’, where we invite readers to ask us any question related to the world of business, each of which is replied to individually. We have now institutionalised interactivity on key stories. During the US Presidential elections, we partnered the LiveJournal community (The Independent, UK, was one of their other partners) in the US, and our editors interacted with them on a range of issues and some of these discussions were carried in a special section for over a month. This gave an insider view to our readers, for whom global news and analysis is critical. We have also recently launched the ‘If you were PM’ platform to catalyse the debate on what should be our next action as a country. Responses are being published daily in the paper in a special section. We are using our blogs platform to build this debate further,” Bhushan added.

Akila Urankar, President, Business Standard, observed, “You have so many transactions that you allow on the site today, you allow chat, you allow people to post their comments, there are blogs, chat rooms, there are investment tips, etc. A lot of people tend to respond back or post their comments after the reading session. Newspaper blogs allow you to post comments on various lead stories of the day on the site.”

Manajit Ghoshal, CEO, Mid-Day Infomedia Ltd, said, “We have something called ‘Point of View’, which is actually almost like a blog, but the difference here is that multiple people’s opinion are voiced on a particular story. We also have polls, an important part of our interactive element, and thirdly, of course, ‘Citizen Journalism’. Citizen journalism is one of the most impactful interactive element that we have in the media industry today.”

Interactive elements helps

There are various other interactive elements apart from blogging to encourage interactivity. According to Kansal, “All these initiatives really make a difference to the newspaper brand as they really help in building an active relationship between reader and the brand.”

Shome too said, “The short answer is an emphatic ‘yes’. It is more than newspapers attempting to ‘change’, as it were. The fact is that as media consumers, our attitudes and behaviours to various media formats have been evolving rapidly, led by disruptive technological changes over the last decade. The reader has changed and, therefore, newspapers and other traditional formats must adapt themselves to this changing consumer. This new adaptability is exciting to say the least, and it should result in more competitive generic benefits that newspapers will be able to provide.”

Bhushan noted, “As the premium business paper in the country, we at Mint do not see interactivity as a matter of choice. We are read by articulate influencers in society who have a point of view. Our interactive features help build loyalty. Our effort is to provide clarity in business and our interactive features convey our brand personality of transparency and accessibility. So, both from the view of building loyalty and brand personality, interactivity is critical for Mint. In fact, even on our events platform ‘Clarity through debate’, which are panel discussions chaired by Mint editors, we take questions and comments from a live audience as well as from an international audience, who tune in to the live webcast on Livemint.com, which is an another illustration of taking the brand wider and building stickiness on the brand.”

According to Urankar, “All these initiatives really make a difference to the newspaper brand. These are all channel for disseminating the information. Any interactivity whether you engaged the readers through the website or newspaper basically will help readers’ stroke visitors engage with the brand.”

Ghoshal said, “These initiatives really make a difference to the newspaper brand. It involves people and the brand connects increases substantially. It is not about reading but it is about how you keep your readers engaged throughout the day. Engagement part happens when people get involved in terms of voting, in terms of giving their opinion and in terms of writing their article and so on. There you get maximum mileage and maximum amount of impact happens.”

Today’s newspaper readers have moved on from the early paradigm of merely receiving information to commenting on and now to contributing to the news content.

19. TRAI endorses government controlled feed for news on private FM

December 8

Agencyfaqs

There seems little scope for private radio stations to broadcast their own news and current affairs, at least for the next couple of years. Recently, the government had agreed to let private FM radio operators air news items prepared by All India Radio (AIR) and Doordarshan. However, it had hinted that there was a possibility to allow private FM stations produce their own news in the not so far off future.

But that seems to be a distant possibility now as the Telecom Regulatory Authority of India (TRAI) has endorsed the government's view that the scope of news items should be limited to government controlled feed.

The TRAI endorsement comes after the government informed the regulatory authority in a letter that “in the absence of a regulatory authority with a localised presence, and any arrangement for monitoring the private channels and the sensitivities involved, it is not possible to allow complete freedom to private FM stations to broadcast news, even though the content may be sourced from authorized agencies as suggested”.

In its earlier recommendations, TRAI had suggested that FM radio broadcasters be permitted to broadcast news, taking content from AIR, Doordarshan, authorised TV news channels, United News of India (UNI), Press Trust of India (PTI) and any other authorised news agency without any substantive change in the content.

TRAI says that other options for the expansion of sources for content may be considered after three years.

It has also agreed to the categorisation of content as non-news and current affairs. Included in this category are live commentaries, weather, examinations, results, admissions, employment opportunities, health alerts and natural calamities. In these situations also, the scope of content to be treated as non-news and current affairs may be enlarged after a review after three years.

20. TRAI move to check quality of service in non-CAS areas and DTH services

December 2

Exchange4Media

In an effort to ensure quality services to subscribers residing in non-CAS areas as well as those subscribing to DTH services TRAI issued a consultation paper. The stakeholders can send their comments on the issues raised in the consultation paper by December 31, 2008.

The consultation paper will touch upon facts such as procedures, timelines for connections or disconnections or transfer of cable TV services. The procedure for billing as well as billing related complaints, overall complaint of the addressal system, in areas where cable service providers are providing digital transmission, timeline and the procedure for services relating to provision of digital decoders and STBs (Set-Top-Box) in non-CAS areas.

The Ministry of Information and Broadcasting has also been addressed for enlarging the scope of the existing district level monitoring committees in order to enable these committees to monitor the proposed Quality of Service (QoS) Regulations. It is a fact that the enforcement of the proposed regulations is a challenging task. The proposed regulations have largely to be seen as a tool for self regulation by the service providers and one expects from them a high degree of sensitivity and responsiveness towards the subscribers. This is primarily due to the fact that there is a very large number of cable operators widely spread over large geographical areas. The consultation paper attempts to solicit the view of stakeholders on the following issues involving quality of service aspects of cable television service in non-CAS area.

TRAI Chairman, Nripendra Mishra said, “The quality standards should be same as that in CAS areas so that in future migration of a non-CAS area to a CAS area will be comparatively easier. As per TRAI, there are 78 million consumers receiving cable TV services in non-CAS areas, being served by about 60,000 cable operators. The issues raised for DTH Quality of Services pertain to dropping of channels by the service providers, maintenance and visiting charges and protection to the subscribers regarding their tariff plans.”

The TRAI says it has written to various State Governments for effective monitoring and enforcement of quality of service parameters whenever such guidelines are issued in future. Additionally, the Ministry of Information & Broadcasting has also been addressed for enlarging the scope of the existing District level monitoring committees in order to enable these committees to monitor the proposed QoS Regulations.

The stakeholders can send their comments on the issues raised in the consultation paper by 31st December, 2008.

Roop Sharma, President, Cable Operators Association of India (COAI) said, “The TRAI move of issuing consultation paper for non CAS cable TV is much needed and is good for the industry. It would encourage competition which is much needed. The key focus area for the cable industry is the implementation of CAS, the addressability and availability of pay channels. The moment CAS is allowed it will also bring in level playing field which is very crucial.”

On the key concern of DTH industry Salil Kapoor, COO Dish TV said, “At present it is the multiple taxation that is the biggest concern for the industry, regulations from the customers’ point of view is fine. Keeping in mind the issue of sustainability, this is an industry which can give connectivity to even the most remote areas of India.”

21. Unorganised retail sector to grow to $496 bn in four years

December 17

Economic Times

The unorganised retail sector is expected to grow at about 10 percent per annum to reach $496 billion in 2011-12 despite the steady expansion of organised retailers, a study released Wednesday said.

The report on the impact of organised retail on small shop owners, released in parliament by the Delhi-based think tank Indian Council for Research on International Economic Relations (Icrier), said the retail business in the country would grow at 13 percent annually from $322 billion in 2006-07 to $590 billion in 2011-12.

The unorganised retail industry was valued at $309 billion in 2006-07. However, given the relatively weak financial state of the unorganised retailers and the space constraints on their expansion prospects, this sector alone will not be able to meet the growing demand, the report said.

Hence, the organised retail that now constitutes a small four percent of the total industry is likely to grow at a much faster pace of 45-50 percent per annum and quadruple its share in total retail trade to 16 percent by 2011-12, the Icrier said.

However, the Icrier added that small shop owners in the vicinity of organised retailers have experienced a decline in their volume of business and profit after the entry of bigger players. According to the report, consumers have gained with the entry of organised retailers and their overall spending has also gone up.

While all income groups saved through organised retail purchases, the report revealed that lower income consumers saved more. Moreover, the report said farmers benefit significantly from the option of direct sales to organised retailers.

Profit realisation for farmers selling directly to organised retailers is about 60 percent higher than that received from selling in local markets. The study made certain recommendations like facilitation of cash-and-carry outlets, like Metro, for selling farmers' produce to unorganised retailers.

It also urged for encouraging cooperatives and associations of unorganised retailers for direct procurement from suppliers and farmers. Also, simplification of the licensing and permit regime for organised retail and a move towards a nationwide uniform licensing regime in the states to facilitate modern retail have been recommended.

22. Now, ‘listen’ to your favourite movies on FM radio

December 13

Exchange4Media

Most FM stations in India today play the role of a ‘jukebox’ sans the coins. The radio content is predominantly based on music, with variations of celebrity chats, interactive sessions, and useful information pertaining to everyday life. News and current affairs have still not made it to FM radio and the market is yet to evolve for niche categories. But, if at all the monotony of same content and same sound across stations all over the country has set in, no one is sure.

According to Naresh Alambara, GM, Starcom Worldwide, Chennai, breaking the monotony is still not an option for most of the radio stations. He said, “Most of the radio stations are still caught in the brand building stage. Everybody is trying to emerge with some kind of differentiating content, but no one is going into any kind of experimentation beyond music.”

Through its programme called ‘Olichithiram’, Tamil FM station Hello FM has resorted to the old school format of the All India Radio by airing soundtracks of movies. The station airs full length movies on Sunday afternoons. On the occasion of Superstar Rajnikanth’s birthday on December 12, the station aired the superhero’s movie ‘Chandramukhi’ at 9 pm. According to the station officials, the format was believed to have worked among various sections of listeners across its different stations in Tamil Nadu.

According to Rajeev Nambiar, CEO, Hello FM, “All along, television has been riding the fame when it comes to exploiting the virtues of film industry and its icons.”

Commenting on the idea behind introducing an experimental format in its content, Ramesh SK, Executive Vice President & Head - Content, Hello FM, said, “More often than not, the joy of listening to good story-telling is better than the experience of reading or viewing. In today’s radio environment, where near-parity prevails across stations in terms of genre, music and format, playing full length film soundtracks sans songs of good films promise to infuse a breath of fresh air. However, we have been extremely careful while selecting films that are radio-friendly. Having pioneered this trend in the country, we play this once a week on Sunday afternoons.

But as a special offering to our listeners and the almost religious fan-following, we play soundtracks of films featuring stars on their birthdays. Thus was born this initiative and the response has been more than overwhelming.”

The format of watching movies with ears might be doing some rounds, but the scope for newer innovations in the content might still not be on the cards of most FM stations. Reasoning this out, Alambara further said, “FM stations will get into the experimentation mode once multiple frequencies for FM channels are introduced.”

HOME