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Guest Article: Philips’ Amit Tiwari @ Festival of Media – Final observations

12-May-2011
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Guest Article: Philips’ Amit Tiwari @ Festival of Media – Final observations

Closing to have a new beginning:
The 5th edition of The Festival of Media ended with the incredible Awards Night and Gala Dinner. The idea behind the awards is to showcase creativity and innovation through effective media communications.

It was a diverse combination of a neuroscientist explaining the science of Nero marketing, even as a Korean pop star was sharing his experiences on rebirth of the global content. It was the first ever global journey of media innovations, led by the five agency CEOs who presented their best entries for 2011 Festival of Media awards in Montreux. Following the same trend from day one, these five global agency CEOs exhibited case studies of excellence in media.

Eleven companies competed for the title ‘Hot Company of the Year’ in the first ever MAP category (Media Accelerator Programme). The award ultimately went to Simul Media, which offers targeting ad network for linear televisions. They offer solutions in maintaining and increasing reach amongst the target audience in the highly fragmented TV viewers. Though the company is just three years old, it is considered as one which can change the world and impact our lives too.

On the platform of innovative learning and effective time management, Yahoo! Academy as a headline partner has presented six sessions during the two days of The Festival of Media – three sessions each day on delivering the most effective and efficient digital media campaigns. The best part was that these sessions were conducted during the networking breaks.

Jon Miller, News Corp’s Chief Digital Officer, who was also awarded as The Media Visionary of the Year for his outstanding contribution in media creativity, shared the arena with brand marketers from RIM, Nestle, Coca-Cola, Kraft and Unilever on the second day of the Festival of Media, where delegates were exploded with brand experiences and their latest journey in media thinking.

An interesting observation during the two days of The Festival is that the entire Festival was concentrated only on technology, digital, social, apps and new media. On the other hand, not a single session was devoted to any of the traditional media. Ironically, if we evaluate the revenue data points globally, digital is growing from 3.4 per cent in 2003 to close to 16.4 per cent by the end of 2011. On the other hand, television has grown from 40 per cent in 2003 to currently stand at 43 per cent in 2011. Still the focus and concentration is more on new media rather than the base media. It is quite clear that we as a community of media are more eager and concerned about the future and failing to understand the present.

(Amit Tiwari is GM, Country Head Media at Philips India.)

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