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IMPACT
TURNS THREE.
THE INDUSTRY LOOKS THREE YEARS AHEAD. |
Team Impact
It's been an eventful journey, to say the least.
It's
just another milestone on an endless highway, and it's something
a lot of people before us have gone past. But we'd still like
to celebrate our crossing it.
We're
actually too busy celebrating our birthday this week to make
the Voice of Impact heard. But thankfully, there's a whole
lot of leaders from the industry who have been happy to lend
perspectives on things that will impact the industry in the
short term, i.e. in the next three years. Being industry practitioners
and leaders, their perspectives would lend more depth and
width to such a quest for knowing the future.
According
to the practitioners of media, advertising and marketing,
the maximum impact - across the board - would be from the
emerging retail scenario, the evolving digital environment
and the changing consumer herself. You can read more of that
inside; as also perspectives on some more things that will
impact the way we live and work; and consume life and its
many wonders.
We're
left with nothing to say here after reading all the pieces
that have come in, and have been reproduced inside, for fear
of accusations of plagiarism.
So what else do we say?
Thank
You, dear contributors and readers, for keeping us going for
over three years now. A special 'Thank You' is due to all
our past colleagues; and that includes the three former editorial
heads of impact.
Here,
we present to you all the guest articles from the impact
third anniversary special.
Feast
on...
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Advertising
2010 - The three big impact makers
By Srinivasan K Swamy
President - AAAI; CMD, R K SWAMY
BBDO "Futurologist
prediction invariably falters because of disruptive aspects
that steer the business in directions unknown. If we assume
that the future of advertising can be projected by and
large
from the view of the past, we could be in for a surprise.
There are voices heard in the industry as to who should
pay
for the agency’s services. The old full-service model
was that the media paid it by way of commissions. Media
is
increasingly having a view that agency should be compensated
by advertisers." View
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The
three things that will make an impact on Retail, on the road
to 2010
By Kishore Biyani
CEO, Future Group "The
convergence of these three catalysts – media, brands
and consumer credit – within a retail store can bring
about a paradigm shift in modern retailing. As new entrants
get into retail, the agenda for the next phase of retailing
has already been set – it is no longer about buying
and selling, the challenge is to catalyze consumption that
will lead to economic growth." View
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Three
things that will make an impact on Marketing in India, on
the road to 2010
By Lloyd Mathias
Director – Marketing, Motorola India
"Welcome
to a world where choices will be made and decisions will be
voiced by a click of a thumb. And yes, let me admit, that
even sitting today, us marketers are running short of ideas
to grapple with this fast emerging consumer. New things are
being thrown up at us and there is very little time between
introduction - acceptance - and rejection. And we got to be
on top of these challenges sitting today - because 2010 is
not too far away." View
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Choice,
Returns and Governance
By Sunil Lulla
CEO, Times Global Broadcasting
"The
future of the News industry will equally be shaped by the
nature of Governance which moulds the Industry. One should
not take this freedom for granted, as it’s constantly
being challenged by definition and stipulation in various
forms of governance and codes. Definitions of ‘what
is’ and ‘what is not’ combined with economic
terms of ‘interest’ and controlling interest’
are being conceived with consistent force to find ways to
‘regulate’. Is the basic essence of right to know,
not our fundamental right?" View
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3Ms
of Advertising 2010
By M G Parameshwaran
Executive Director, CEO - Mumbai, FCB Ulka Advertising
"Ad
agencies are seeing an increasing rate of attrition in their
ranks. And many of them are fighting back by arbitrarily increasing
pay scales, giving titles where none are warranted, and making
promises difficult to fulfill. As the Naukri.com commercial
points out, people work for people; not just for money and
title. There has to be a better, organized way of attracting
and retaining talent. The industry bodies like AAAI need to
do their work, by building pride in the profession. And individual
agencies have to get their HR policies in place." View
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Three
things that will have an impact on Marketing, on the road
to 2010
By Ravi Kiran
CEO – South Asia, Starcom
"Naturally,
advocacy will neither restrict itself either to individual
experiences, nor, when it comes to being sensitive to the
world around us, will it restrict to a minority group we call
activists. Every consumer will potentially be an activist
and the only thing they might forget is the age-old advice:
forgive and forget. Consumer Advocacy will raise serious concerns
about business in general and marketing in particular and
‘ethics in business’ will no longer be a seminar
topic alone." View
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The three things that will impact
the Business of Broadcasting, on the road to 2010
By Simon Twiston Davies
CEO, CASBAA
"Finally,
whether delivered by cable, satellite, IP and mobile, the
power of pay-TV continues to gather peace in the region with
over of a quarter of billion of homes now choosing a pay-TV
option. In an age of constant technological change and increasing
choice for both consumer and marketers, pay-TV remains the
one medium that moves from strength to strength. With 255
million households now choosing pay-TV, the Asia Pacific region
has seen household penetration reach 37% of all TV homes,
of which China and India account for over 80% of this figure."
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‘Where
else will creative people have so much flexibility and fun?’
By Apurva Purohit
CEO, Radio City
"To
build stature for the medium is a critical task that lies
in front of all of us. It is important that each station owner
not only sell his brand but also sell the power of the medium
to marketers and advertisers. Radio has demonstrated its efficacy
in getting some of the highest response rates to promotions
- it has a huge personal connect with consumers and immense
power to build brands. However, all information on this is
anecdotal at best. There is poor measurement and even poorer
marketing of the power of radio." View
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Inclusive
Reportage, Straddling Local with Global Content and Strengthening
the Core while Constantly Staying Relevant
By Hemant Sachdev
Director – Marketing and Communications, Bharti Enterprises
"Television
is increasingly becoming a more democratic medium. A new form
of ‘Inclusive Reportage’ is expected to manifest
itself (participation of viewers in the creation of news in
a limited way, is underway). This trend could pick up in the
coming years and may even move somewhat closer to the Korean
online news channel Ohmynews.com model that employs approximately
fifty thousand ‘citizen journalists’ who submit
news stories as they experience them." View
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All are in the line of fire - and
no choices
By Gopinath Menon
Senior Vice President – Media, TBWA India
"All
newsreaders do give in their bit of what they think is right
and this degrades the equity of the channel with the serious
viewer and he does not stick anymore. The exit polls are a
classical example of a channel demonstrating how they have
the pulse of the people. Has a channel ever gone on record
to say how wrong they were in their predictions? How many
channels will screen the footage of how they predicted the
Indian Cricket team would fare in the world cup?"
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‘We are losing out on the
DNA of News’
By Rajdeep Sardesai
Editor-in-chief, CNN IBN
"A
television channel needs to be a thali. You have rice and
roti and dhal and sabzi and then you have achaar. You need
that thali to have a wholesome meal. If achaar becomes the
main course, there’s a problem somewhere. In a copycat
syndrome, will achaar become the main course is a fear. Will
dal, roti and rice lose out? That is the real fear looking
ahead." View
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Future Perfect
By Rajat Sharma
Chairman and Editor-in-Chief, India TV
"News
television will have to demonstrate how it is actually a service
to me, the viewer-who-is-paying, either by way of subscription
or even by way of my time. The I-me-myself consumers will
shut out what’s irrelevant. Loyalty will be history.
A dissatisfied viewer may never give “his” news
channel a second chance. In a word, every viewer (and advertiser)
will constantly ask, “What’s in it for me?”
Television news channels have to answer that - every second
and on every screen." View
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Television,
Evolution and Sportainment
By Kris Srikkant
Former Indian Cricketer, Television Commentator
"Cricket
has evolved to be a Sport-ainment. From the way it is presented
to the audience that follows the game, a lot has changed
and is changing as we speak. We have seen that even among
the ladies, the interest levels in the game have gone up
a great deal. Again, this has a lot to do with the Television
revolution and the way the game has changed. Today it’s
no longer enough if you give the results of the game. The
viewer and cricket fan wants analysis, wants it to be presented
entertainingly and insightfully. That will continue to be
the trend on the road ahead."
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Three things that will make
an impact on Retail industry, on road to 2010
By Santosh Desai
CEO, Future Brands
"The
biggest impact is on brands or rather on institutional orthodoxies
masquerading as brands. Today there are a host of pseudo-brands
that survive on the strength of distribution and history.
They are present in more places and spend more money on
advertising and promotion - so that they continue to be
bought in spite of a low consumer connect. Retail levels
the playing field and exposes those brands that do not have
a truly powerful and real connection with consumers. Earlier,
we bought goods out of very dodgy places and looked for
brands for some re-assurance. Tomorrow as everyone gets
to buy things out of reassuringly comfortable spaces, brands
will no longer be able to ride on their risk-reducing capabilities
alone." View
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The
Next Big Idea
By Sameer Suneja
Head-Marketing, Perfetti Van Melle India
"Marketers
will have to come up with more ‘frees’ faster
and before anyone else. As the world becomes increasingly
aware of what goes into products and becomes acutely conscious
of the efforts thereof, marketers will increasingly have to
come up with propositions that will be different from what
we see presently. The fact that McDonalds abroad today serves
wholesome wheat bread, healthy salads, grilled chicken and
offers bottled milk in Happy Meals may have seemed bizarre
just three years ago. And yet this it is this strategy that
is critical not just fro robust growth but possibly for their
very survival in the years to come." View
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On
the road to 2010…
By Murugavel Janakiraman
Chairman, Bharat Matrimony Group
President, IAMAI
"The
third growth-driving step would be train and promote upcoming
entrepreneurs in the online space. IAMAI (Internet and Mobile
Association of India) should assume the role of a mentor and
provide intellectual support for the young talent and promote
their ideas. National conferences and workshops can be conducted
to attract sufficient funds from international investors for
good projects." View
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The
three things that will impact the ‘World Wide
Web’,
on the road to 2010
By George Zacharias
Managing Director, Yahoo! India
"The
era of devices talking to one another, not merely to access
Internet, is now visible on the horizon. With user-friendly
devices, consumers are bound to multi-task and yet retain
a common flavour, especially with several devices getting
connected seamlessly. For instance, your favourite song
being played inside your car radio can seamlessly shift
to your MPS player when you get out of the car. When you
enter your room, your music system takes over and continues
with the song. Perhaps, it could even show a video by activating
your DVD player, seamlessly. Consumers are getting ‘device
agonistic’ and hence content generation and the ability
of any form of content to converge seamlessly with any device
will remain crucial." View
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The
evolution is the impact
By Josy Paul
National Creative Director, JWT India
"The
web is teaching the traditional media to start a dialogue.
It’s about throwing the brand open for discussion.
This two-way interaction creates huge user-generated content,
which brings the brand even closer to its audience. The
brand is no longer owned by the manufacturer, but by the
consumer. There is no control, just the security of brand
beliefs. Dove is not the only one. Look at another Unilever
brand – ‘Sunsilk Gang of Girls’. By throwing
open the brand open for discussion. This two-way interaction
creates huge user generated content, which brings the brand
even closer to its audience. The brand is no longer owned
by the manufacturer, but by the consumer. There is no control,
just the security of brand beliefs."
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The
three things that will make an impact on Advertising Creative
in India, on the road to 2010
By Pratap Suthan
National Creative Director, Grey Worldwide
"Experience
and creativity do not come cheap, and to have some of the
best people working for you, one needs to compensate better.
Keeping the current fee-based remuneration in context, this
is the critical area where agencies will see their selves
in trouble. Not to mention that experienced talent is, even
as we speak, barely enough to keep current businesses happy."
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'Cinema
has to understand its audience before the audience understands
it'
By Buddhadeb Dasgupta
Filmmaker
"Today
films are decorated with so many promotional activities
that they seldom go unnoticed. But all that jazz is fine
as long as film talks to the people and is appreciated because
of its essence and making. Technology should always walk
beside the film not ahead, as that would then take away
the power and thrill of building a dream." View
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It’s
all about impact, turning three…
By Meera Sharath Chandra
National Creative Director, Mudra Marketing Services
"In
an age where consumers are hit by a barrage of messages
that shout out from the daily newsprint or rudely intrude
upon the most tear-jerking TV moments, surely there must
be a smarter way…to prove a brand’s relevance
to daily lives, a brand’s originality in its dialogue
and a brand’s impact on its users? ROI is a classic
credo that underscores the absolute need for all three aspects
of consumer delight firing at the same time. It is this
belief that forms the very basis of touchpoint marketing.
The entire media plural thinking stems from this three-way
formula of communication efficiency." View
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Three
things that will make an impact on Social Marketing in India,
on the road to 2010
By Ingrid Srinath
CEO, Child Rights and You (CRY)
"The
new technologies, new media, global connectivity and log-tail
marketing approaches permit smaller interest groups and
faraway causes to find their niche wherever they may be
located. Clearly, every form of technology can and will
be harnessed to social ends. Social marketers, from religious
groups to politicians, in increasing numbers, are harnessing
mobile phones, e-mail, direct selling agencies, blogs, flash
mobs, widgets, social networks and interactive messaging.
Those of us with access to media, traditional, and non-traditional,
and networks, on and offline, can already have our say on
any issue we feel strongly about, equally clearly, though,
the added clamour isn’t adding to our cumulative knowledge,
compassion or cohesion as a society. Quite the contrary.
The proliferation of social messaging seems instead to increase
our confusion, our skepticism and our divisions." View
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Brand
Engagement: The New Mantra
By Lakshmi Narayanan
CEO, Mudra Marketing Services
"Except
for critical, time-sensitive news, most consumers are happy
with content being made available at their convenience and
preferably advertising free! There is also increasing credibility
associated with another user’s opinion and experience
than the marketer’s sales message. This, of course,
can work both ways. As all of us know, an unhappy consumer
shares his dissatisfaction seven to eight times more than
a satisfied customer. Even in Media Content, consumers are
resorting to reviewing as much as viewing. Indeed, more
and more media owners are actively encouraging their customers
to comment rather than consume." View
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Three
Forces needed to create a vibrant M&E Ecosystem
By CVL Srinivas
Media Consultant
"As
the Indian M&E sector marches forward, the forces of
Entrepreneurship, Indigenization and Collaboration will
play a much greater role. These forces are inter-twined
and we are already seeing them around us. None of these
need to be the alien forces that only a few specialists
can bring in. on the contrary, these forces can be generated
by the existing stakeholders. When we start looking at our
industry as one big Ecosystem, anything seems possible!"
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‘Radio
today is certainly moving in the right direction’
By Anil Srivasta
COO, Radio Today (Radio Meow)
"Going
forward, FM Radio in India will need to market themselves
as a commodity product for ‘Brand Hygiene’ and
Tactical Activation, using differentiators; to offer brands
a 360 experience, delivering the desired TA to a brand.
We need to educate media planners on the ‘incomplete’
factor that will surround their proposed plan without radio.
This means the client who was until now deprived of an entire
360 approach will have radio bombarding them with value
proposition of a full 360 approach." View
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The
three things that will make an impact on Regional Newspapers,
on the road to 2010
By Shailesh Gupta
Director, Jagran Prakashan
"The
key drivers for regional newspapers in the future are –
creation of better products, wider distribution, localization
of content, different products for different segments of
audiences, aggressive marketing, rising income and literacy
levels, better revenue growth, etc. from a revenue perspective,
it will be about providing wider geographical coverage,
about aggregating audiences, about better solutions, about
partnering with advertisers, about consumer connect. With
increasing massification of premium product categories,
we’re already witnessing a shift in marketing spend
skews across town classes – and all of these are just
some of the factors that will drive growth in Regional newspapers."
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Ode
to the average man
By Mahesh Chauhan
President, Rediffusion DYR
"We
need to make this industry attractive once again. And by
just going to best colleges, hiring young talent at fat
salaries, this will not happen. My belief is that people
will come in and go away in a year’s time. Don’t
get me wrong, they have the capability; they just don’t
need to fight someone else’s battle. The fact is that
that as an industry we do not offer enough intellectual
gratification to our employees. That’s the job of
industry leadership. The young talent can only add to the
ammunition."
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Indian
Advertising: The revolution is when change ceases
By Nagesh Manay
Strategy Planning, Opus CDM
"All
said and done, advertising is not about products, brands
or services, but people. People as normal people with normal
mindsets, not as consumers. The distinction between the
two is swiftly coming to an end. Everything about what we
do, dream and believe has become saturated with messages
from advertisers. So much so that we can often relate only
brand names and subconscious flashes of advertising messages
to many everyday things. Does it lead to successful sales
and brand loyalty? Ask around and we’ll see that the
whole thing has to be done again and again." View
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Indian
Media: Local Challenges and Global Opportunities
By Barun Das
Vice-President, MCCS (STAR News)
"The
biggest challenge looming over the Indian media players
(media owners) is the reluctance of Indian consumers to
pay for media consumption. The net proceed from cover price
for most newspapers and magazines in our country is the
significantly lower than the Variable Manufacturing Cost
for each copy produced (this may not be applicable for regional
language publications). The perceived subscription price
(net of the perceived value of free gifts that are mostly
on offer with subscription) of almost all English magazines
in India is even more subsidized on the cover price. The
ARPU for C&S or DTH in India is as low as about 15 to
20 per cent of that in a country like Malaysia. A significant
adverse effect of this is the undue high pressure on advertising
revenue."
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2010
– Webspotting
By Dinesh Wadhwan
CEO, Indiatimes
"Integration
will be cleaner and more intelligent. Different applications
will dovetail more often. Cell phones will become the primary
via-media – say, a first choice for an interface that
would lead to different applications. Integration will not
be limited to only devices and applications – organizations
and their offerings will be forced into ‘intelligent’
and ‘convenient’ integration, with complimentary
and may be even competing spaces." View
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Out
of the Lockers and Into the Limelight!
By Mehul Choksi
Chairman and MD, Gitanjali Group
"A
study by McKinsey and Co believes that by 2010, branded
jewellery, which was unheard of in India a little over a
decade ago, will have clocked a growth rate of 40 per cent
and to be a Rs 10,000 crore business. A shift in preference
from plain gold to diamonds, especially among the young
urban middle class, is now being clearly witnessed; and
this trend is expected to grow significantly in next three
years." View
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The
three things that will make an impact on Radio, on the road
to 2010
By Abraham Thomas
COO, RED FM
"Radio
will move from a passive, background medium to an active,
interactive and visible medium. And the audience, not the
techies, will ultimately decide which technology gets adopted.
Radio will need t stay close to its heavy users to see what
other platforms they are gravitating to and work out how
to plug in radio or more correctly the delivery of audio
possibly supported by visual content." View
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The
three things that will make an impact on Media Planning and
Buying, on the road to 2010
By Sharat Jain
CEO, Dentsu Media
"Although technology has made online trading possible,
changing mindsets is imperative to ensure a smooth transition
to trading media online. Like banking, media buying is a
relationship-based industry. Just as ATMs, though initially
restricted by customers, have revolutionized the banking
industry, online trading of media will alter the face of
this industry."
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The
three things that will make an impact in a Converging Media
Universe, on the road to 2010
By Sanjay Trehan
CEO, NDTV Convergence
"As
the cross-media content involves more than one platform,
one of the challenges for the media organizations is to
convert and optimize the content for these platforms. The
rise of cross-media content in the market has transformed
the media organizations from just content providers to multimedia
content providers."
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Brand
Strategy: A new paradigm for Asian boardrooms
By Martin Roll
CEO, VentureRepublic Singapore
"Most
Asian firms, however, still view branding as advertising
or logo design. If firms are to benefit from branding, they
must recognize that it impacts the entire business –
the structure, goals, attitude and the very outlook of those
in the boardroom. Managers will need to see branding not
as an appendage to the ongoing business, but rather as an
infusion which seeps through the very spirit of the organization,
as a healthy return on investment (ROI)." View
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Three
things that will impact Marketing in India
By Dr Jagdish Sheth
Charles H Kellstadt Professor of Marketing, Emroy University,
USA
"The
growth of organized retailing will shift power to retailers
and away from the producers. Universal access to the Internet
will enable marketers to offer highly personalized one-to-one
marketing as well as transform consumer to also become marketers.
Finally, the emergence of the new middle class symbolized
by the call centre couple with vastly different lifestyle,
aspirations and expectation and stresses and strains of
managing dual income career oriented family will require
reengineering of existing marketing practice for each of
the 4Ps of marketing."
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The
Young and the Restless – The three big things that will
impact the M&E sector by 2010
By Farokh Balsara
National Industry Leader, Media & Entertainment Practice,
Ernst & Young
"The
penetration of mobile phones is creating new avenues is
creating new avenues for monetizing Indian content. by 2010,
more than 400 million Indians, on the move, would want some
news or entertainment on their mobile phones. It has already
created a huge market for value-added-services through ringtones,
caller ringbacks, song downloads, et al. now think of what
3G could do to this – it could add among other things
mobile Tv nd high resolution gaming to it. Add broadband
penetration, which is finally, showing signs of moving faster,
and the word ‘convergence’ finally begins to
have some meaning, by 2010."
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Social
Networking in India by 2010
By Kavita Iyer & Nikhil Kulkarni
Miglebox.com
"The
current lot of Internet users in India has a sound knowledge
of English, but the next surge in users in the Internet
space will be fuelled by regional language usage. Regional
language usage will not be restricted to consumption of
regional language content alone and it will involve users
interacting in regional languages."
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The
three things that will impact Broadcasting and Broadcasting
technology, on the road to 2010
By Sanjay Salil
Managing Director, Mediaguru Consultants
"Content
will also change in presentation and format. The good story
will continue to sell but the formats shall alter. We will
be looking at smaller duration shows, two and three minute
programmes. Like mobisodes and innovative programming. A
result of both, the busyness of modern urban lifestyle and
the technology demand of multiple carrier platforms, like
mobile television and modern web versions like Web 2.0.
the audiences shall demand and media business shall have
to give in."
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The
three things that will make an impact on Auto marketing,
on
road to 2010
By Anisha Motwani
Director Marketing, General Motors
"One
important change we are likely to see is in the sphere of
retailing. Currently, automotive retailing is given little
attention by manufacturers as it is viewed as adjunct to
the core business of engineering and manufacturing vehicles.
To meet the rising consumer demand for flexibility and convenience,
marketers will increase the number of channels and customer
touch points. Further, the emergence of new formats such
as ‘Auto Superstores’ and ‘Auto malls’
will alter the way the business functions. We would also
witness the transformation of stores from pure retail environments
of stores to brand building environments. And so, marketing
would have to evolve to meet the challenges of the changing
retail landscape as well."
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Fashion
Forecast: INDIA Shining
By Sharbari Datta
Fashion Designer
"Today,
when we look around we find men’s shirts with a choice
of colours that our fathers could never have imagined. Even
some years back would anyone ever imagine wearing a canary
yellow shirt? Today the colour barrier or the set colour
code is no more. This generation of men has embraced bright
colours in their clothing. Red,Organge, Yellow, Lilac and
Pink are no longer considered ladies’ colours. Today,
colour plays an important part in both men’s and women’s
clothing."
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The
three trends that will create an impact in the World Wide
Web, on the road to 2010
By Rajnish
Head – Digital Marketing Revenue and Strategic Business,
MSN India
"The
emergence of Digital PR Company could possibly be the next
breed of marketers. Less obtrusive and more embracing in
nature towards the Internet, Digital PR Companies would
be able to target users more effectively than traditional
advertisers. Be it building brand awareness to building
credibility, Digital PR Companies can use a host of tools
to get a company’s message across. Not by taking an
online TV ad and running a campaign on the net, but identifying
users that support or detract a brand and work on a positioning
that targets the ideal users and convert the naysayer."
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The
three things that will make an impact on Media and Entertainment
sectors in India, on the road to 2010
By Vikram Jhunjhunwala
Director of Head of Investment banking, Finoble Advisors
"Media
companies that have started to accept the changing rules
of the game will be well positioned to benefit from the
expected growth of the industry. Others will become targets
of consolidation or expansion. A case in point are companies
like TV 18, NDTV, Zee. Star, BCCL, etc, which have started
expanding their platform and will use it to pump their content,
which is their present forte."
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Another
inconvenient truth
By Nisha Narayanan
Project Head, South Asia FM
"In
spite of an (almost) completely free hand with programming
and a near-total absence of content regulation at present,
the FM players haven’t put this freedom to much use.
Most of us are still playing safe, and sticking to the middle
ground of contemporary hit music. The law of diminishing
returns is already kicking in; how long will it be before
it hits our revenues?"
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The
three things that will make an impact on Direct Marketing,
on the road to 2010
By Brian Almeida
Director, Direxions Marketing Solutions Pvt Ltd
"While
the loss in direct loss of business is measurable, the loss
in the brand value is not immediately measured. This will
be the biggest change. Brand marketers and direct marketers
will converge into a single marketer that understands the
values of loss of business – as well as brand values."
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‘The
luxury club membership cannot be bought, you have to be invited’
By Kunal Sachdev
CEO, Hidesign
"In
the Indian scenario, the primary task for most of the luxury
brands is to make them relevant in the Indian milieu. The
beginner step of establishing the identity and appeal will
be the clincher. More than advertising here, marketers need
to resort to social events among the crème de la
crème of society, providing advertising and articles
in niche magazines and associating with celebrities from
film fraternity could definitely help in creating an aura
on which lure of luxe’ thrive."
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Starbucks,
Walt Disney and YOU!
By Joseph A Michelli
Ph.D., Author - The Starbucks Experience
"I
doubt that many people ask you about the parade times in
your business, but the concept applies. Are you demonstrating
and training staff to not only b courteous but to offer
“plussed up” and personable responses that meet
the unstated needs of the customer? In so doing, you exceed
the customer’s expectations as you create personal
experiences for them. Walt Disney himself once said, “Don’t
build it for yourself. Find out what people want and build
it for them.” Walt did. Starbucks does. How about
you?"
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Calling
the Future
By Satya Prabhakar
CEO, Sulekha.com
"Focus
will increasingly shift as to how best this scarce human
attention can be managed and get it fixed. Those who are
able to command and control more human attention will correspondingly
command higher premium. This will lead to innovations and
advances in targeting users based on a variety of attributes
such as personal profile, behavior, city and more."
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