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FICCI Frames 2005 day 3: Consumer will be more involved in content creation process

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FICCI Frames 2005 day 3: Consumer will be more involved in content creation process

FICCI Frames 2005 has successfully culminated. Key industry leaders shared view points on various trends that they see emerging in the industry, whether it is the mobile phone changing the look of the media, or discerning consumers getting more involved in the content that they want to see.

The Plenary session, CEO's Roundtable: What consumers want, put the spotlight on the consumer as the main player in the business of entertainment and media and also discussed the need for a good distribution platform.

However, the most debated session of the day three proceedings, was the content regulation session with KS Sarma (CEO, Prasar Bharti) acting as moderator, which dwelt around 'Why' and 'Why not?'

Bringing in the fun for the day was the Ad mad session which saw the likes of Prasoon Joshi (Mcann Erickson) and Balki (Lowe) stand up for the advertising industry and make a point or two in the role of the creative folks in the business of entertainment and communication. The food for thought came from international views, for instance there was one school of thought which felt that technologies such as PVR might just not be as much of a problem for advertising as perceived. This view was shared by Neilson's Ian Garland.

The session on 'Kido-ology' revolved around kids, as active participants in the business of selling brands. It also covered the various areas that kid's channels (such as Hungama, Cartoon Network, Disney) need to look into, in order to please the most demanding consumer of all.

Things just got a wee bit disappointing when celebrity Shah Rukh Khan canceled his speak at the session…but in totality and (retrospect) Frames 2005 continued to live up to its reputation of a rewarding and an enlightening experience.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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