LOOKING BACK, LOOKING FORWARD
Media: stories told, to be told…

By Rishi Vora

Last year is now history, and as is documented well by media as a year of slowdown, of throwing caution to the wind, holding back on aggression, and cutting down on cost considerably. Many vouched to forget what the year brought with it, but there are others who see the glass half-filled and want to pour in more. Nonetheless, there was growth, but slow…in the second half of 2009. Based on impact’s interaction with media honchos, it is seen that Television as a medium grew in 2009, Print took a hit (and will continue doing so in 2010 as well, predict experts), Radio grew in the second half of the year, and so as Digital, BTL, Events and PR as expensive mediums like television became the secondary choice of the marketers.


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For Twitter or for Verse
By Surekha Pillai

Reality Check
By Shailesh Kapoor

In the US, it’s about survival of newspapers.
In India, it may well be survival of journalism
By SIDHARTH BHATIA

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CHANGE IN OUTLOOK, CHANGE IN STRATEGY- RELIANCE BIG TV

Fourth player to enter the competitive DTH category, Reliance BIG TV today boasts a 15 per cent market share with over two million subscriber base with the aim of achieving three million by March 2010. An ambitious task, one would say. But with tremendous growth potential of the industry, it is quite achievable. Today, total DTH subscribers are close to 18 million which is not even 20 per cent penetration of C&S (Cable & Satellite) homes. And that is the reason we are seeing each player ramping up their value propositions to add as many subscribers as possible.
Reliance BIG TV launched its services in August 2008 with a lower price proposition to acquire large market share. We also remember its tactic of building on to the teaser campaigns of Airtel DTH to add on to their curiosity and word of mouth. However, with time, the company has changed its strategy. It now positions itself at a higher price point than competition as a brand that offers much more value. Following their testimonial brand campaigns, the DTH service provider also had a strategic marketing alliance with the movie ‘Avatar’ which grew their sales by 38-40 per cent, says Umesh Rao, Senior Vice President & CMO, Reliance BIG TV.

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