Lintas Media Group (LMG) has taken its relation with media brand owners to the next level with the launch of Media Futures media brand solutions. The service was launched on February 24, and Raj Gupta has been assigned the charge as President. In a bid to offer comprehensive solutions, LMG has roped in international names like Garcia Media, an international publication design specialist, market information company Taylor Nelson Sofres (TNS), and international broadcast design specialist Bruce Dunlop Associates (BDA).
As is known, Gupta is the President of Lintas agency, Insight, and will look after Media Futures as an additional responsibility. He explained that the genesis of the venture came from the fact that the issues that media industry faced today in terms of attracting and retaining audience attention, was only gaining more ground with every passing day and that a concrete offer to address this was required.
On the face of the problem, the impact of these issues is on the advertisers. However, media brand owners aren’t spared. A solution on retaining the target is working on media brands itself and LMG’s answer here is Media Futures.
“Problems like ad avoidance are real and form just a part of the concerns that advertisers are seeing and, in turn, media brand owners are facing. Media Futures is here to partner with media brand owners in this unprecedented age of consumer choices and business opportunities across the domain,” said Gupta.
Media Futures has identified three growth dimensions for media brands, which according to Gupta, would not only offer greater value to audience and consumers but also higher returns to media owners. The first of these is ‘Dimension Breadth’, which is to serve content across media channels and formats to the dynamics of each medium. The second is ‘Dimension Length’, which aims at increasing content life span. The output of media companies will become raw material for many different potential offerings. The third is ‘Dimension Depth’, which implies the repackaging of content as product and services, thereby creating new sales and revenue streams. Media Futures aims at working across mediums keeping these points in minds.
The order is a tall one but Gupta explained that given the combination of LMG’s strength in strategy and the expertise of the international partners that the group had brought on board, the objective was not as difficult to achieve. The partners, sought and signed by LMG, bring their own contribution to the table in terms of market information and design being and the idea to have these bodies was to keep these components (market information and design) on the same lines as strategy.
Speaking on these partners, Gupta said, “TNS is a renowned player internationally in market information. They will bring the power of knowledge that is needed to provide solutions to any media brand.”
“Garcia Media is an expert in the domain of print and Internet. Their experience in India is already seen with what they have done for the Hindu publications. BDA is the expert in television and between them, we cover the design aspects for these mediums,” added Gupta.
In terms of the team that Media Futures has put in place, Gupta informed that people were still being added to the Media Futures team. “What we are looking at are media account planners, who’ve had experience in brand building and media management. This would be backed by the Lintas brand building culture. There is domain creative expertise, we have the right alliances, and the knowledge of audience research, tools and insights. One cannot be more prepared to offer the services that Media Futures promises,” he said.
Gupta is clear the Media Futures is talking to media brand owners. “They are our partners in any case when it comes to talking solutions for clients and we have been able to do some very innovative works with media owners, but with Media Futures we would be dealing with them in a different sphere altogether. I see this leading to many more fruitful partnerships, going forward,” he added.