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Pitch-Madison Media Ad Outlook '11: Indian media ad pie grows by 27 pc

24-February-2011
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Pitch-Madison Media Ad Outlook '11: Indian media ad pie grows by 27 pc

The Indian advertising industry grew by a whopping 27 per cent in calendar year 2010, wiping out loses of 2008-09 with a gain of about Rs 5,000 crore. According to the Pitch Madison Media Advertising Outlook, the year 2010 can be described a recovery year for all the mediums. The Indian media and advertising industry clocked a total size of Rs 23,646 crore in 2010, as compared to 2009, when the industry size was pegged at Rs 18,670 crore.

The special issue of Pitch carrying the comprehensive report will be unveiled at the Pitch Madison Media Advertising Outlook Conclave on February 25 in New Delhi. Marketing, media and advertising industry honchos will discuss the findings of the annual Pitch Madison Media Advertising Outlook 2011 report to set a new tone for growth of the Indian media industry at the forum.

Pitch, India’s leading marketing magazine from the exchange4media Group, brings out the annual Pitch Madison Media Advertising Outlook. The special report, in its eighth year now, tracks and analyses how and where advertising monies were spent the previous year, and projects future growth. The special report aims at understanding the challenges and opportunities that lie ahead for marketers and various media vehicles – print, TV, radio, OOH, the Internet, and cinema.

Bringing his perspective on the latest Pitch Madison Media Advertising Outlook, Sam Balsara, Chairman and Managing Director, Madison World, noted that the year 2010 had brought back confidence across mediums. “The year 2010 has indeed been a sunshine year for Indian media, a year that made Indian media forget the dark and cloudy months in 2008-09, when advertising market took a beating, and the Government had to come to rescue of even this sector – thanks to advertising from ministries hawking government schemes,” Balsara said.

Anurag Batra, Chairman & Editor-in-Chief, exchange4media Group, said that the year 2010 bodes well for the year to come. “Indian entrepreneurs and brand owners are increasingly quantifying the benefits of media exposure and advertising leading to sales and brand building. With increasing competition, media spends in each category is likely to go up,” he said.

“Pitch Madison Media Advertising Outlook over the last eight years has been able to rightly predict/ forecast, mostly very accurately, and we hope we can be a catalyst in the growth of Indian media advertising industry,” he added.

“Our study of media and advertising trends in 2010 says that both Press and TV, which together account for an overwhelming 87 per cent of the ad pie, grew at phenomenal rates and powered the Indian advertising growth. The Pitch Madison Advertising Outlook forum tries to bring more clarity on the particular trends that are gripping different mediums,” said Amit Agnihotri, Co-founder & Director, exchange4media Group & Editor, Pitch.

Besides Sam Balsara, other thought leaders of media industry who will share their vision at the Pitch Madison Media Advertisng Outlook forum include Sanjay Gupta, CEO, Jagran Group; Rajat Sharma, Chairman and Editor-in-Chief, India TV; Mohit Beotra, Head, Brand and Media, Bharti Airtel, India and South Asia; CVL Srinivas, MD, LiquidThrad APAC & Chairman, Starcom MediaVest Group, India; Raj Nayak, Founder & CEO, AIDEM; Maheshwer Peri, Publisher, Outlook; Jayant Mammen Mathew, Director, Malayala Manorama TV; Joy Chakraborty, Chief Revenue Officer, ZEEL & COO - Niche Channels, Zee Entertainment Enterprise; Rohit Ohri, Managing Partner, JWT; and CR Mallikarjundas, COO, Madison Media Infinity.

Future of Media
A panel discussion of top media CEOs will deliberate on the ‘Future of Media’. The panel will explore what dimensions can be added to the traditional media like TV and press, and how opportunities on the new media platforms like digital and mobile can be used to provide more engaging platforms to the marketers.

The marketing biggies will highlight how they expect different mediums to help them execute their desired communication plans. As innovations and customised solution become order of the day, marketers will also suggest how different mediums should evolve their respective ad formats to become more effective in their communication.

Besides the growth report of different mediums of media in terms of revenue and forms, the Pitch Madison Media Advertising Outlook also carries growth projections for different for each medium in the year to come. The data from this unique survey is oft quoted in media, pitch presentations, and even IPO documents filed by media companies.

Madison World is 23-year old diversified communication group with over 20 units across 10 specialised functions in Advertising, Media, Outdoor, PR, Rural, Retail, Entertainment, BTL, Mobile, Events and Sports.

Pitch, a monthly magazine on advertising, marketing and media, was launched in the first week of October 2003 by the exchange4media Group. Over the years, Pitch has earned for itself a reputation for quality reporting and in-depth analysis.

The Pitch Madison Media Advertising Outlook forum is presented by STAR Majha, while i-Next is the co-sponsor.
 

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