The judging process of the EMVIES 2006 commenced on June 6, 2006, with the categories under the scanner on day one being Media Strategy with all its sub categories, Media Innovation – Print, Media Research, and the newly added Integrated Media category.
Some of the judges included the likes of Madison Media’s Punitha Arumugam, The Media Edge’s Anupriya Acharya, Zenith Optimedia’s Mona Jain, Lodestar Media’s Nandini Dias, MediaCom’s Jasmin Sohrabji and Harish Shreyan, MindShare’s Himanshu Shekhar, and Maxus’ C V L Srinivas, among many other industry luminaries.
EMVIES Chairperson, Apurva Purohit, explained that over the years and given the expertise of the Mumbai Ad Club, the process involved in EMVIES had further smoothened. “Media is a domain that has been changing fast and the fraternity is very responsive to these changes. Media professionals give their feedback on what needs to be added, changed and further worked on to make EMVIES a much more accepted platform. From that point of view, we have received enough support and this year has been no different,” she added.
The judges gave mixed feedback on the work that they saw in the categories under the scanner on Day One. But what every judge unanimously agreed on was that the quality of entries had gone up multiple folds. Sohrabji, who was judging Research, said, “I think that there has been tremendous improvement in the packaging of the idea. The fact that entries are written and presented much better is an advantage for the industry.”
Lodestar Media’s Arpita Menon opined on similar lines. “From what was seen earlier, the quality of writing and presenting entries has improved. People on the whole know what points to highlight, to present what in which manner, and so on,” she said.
However, there were mixed reviews on the ideas presented. “I think there was a fair mix of unique ideas and some that have already been seen, but I think that is how it is,” said Menon, adding, “There is focus on the packaging and it is a positive thing, but I think it is about time that some focus should be given to the core ideation too.”
Speaking on the category she was judging, TME’s Anupriya Acharya said, “Strategy is a fairly complicated category to judge. In terms of the quality of work, there have been some good entries. Work has become better over time. With the media fraternity being far better attuned to what needs to be done, the awareness is much higher and that reflects in the work.”
She further said that the induction of the sub categories in Strategy had helped. “You can actually categorise an entry in the developmental mode of the product. The judging itself becomes much better with this,” Acharya added.
Presenting a slightly different picture on the print media scene, Bhaskar Group’s Eric D’ Souza said, “Print media ceases to see too many innovations today, and what else can these media entries depict? It may be because of the cost or the availability of other mediums, but print medium isn’t seeing too many innovations and the entries reflect that.”
Bringing another point here, Purohit said that on the basis of the opportunity she’d had to see all the entries and with the EMVIES finding its footing in the industry, “surely the manner in which entries are written and presented, there is a sea change today. At the same time, there still are those that get a beating despite some good work because they haven’t been able to present their entries well”.
She further said, “In terms of ideas, there hasn’t been anything dramatic or truly out of the box that has come out, but there is some really good work that the industry has been able to pull through. Media is still a nascent medium and people are still learning, and I think we are set to see better changes in the domain. A point that I have seen is that for every entry where the senior managers have been involved, the entry is written and presented much better and it shows.”
Purohit is looking forward to Day Two when the first round of judging process will be completed. This will lead to the second round, scheduled for June 15, 2006, which would be a case study presentation of the shortlisted entries.