The results of the Pitch-Madison Media Advertising Outlook 2009 (PMAO 09), which is now in its sixth year, were released in January 2009. The PMAO 09, makes a grim forecast for 2009, where it states that in comparison to a healthy growth rate of 17 per cent in 2008, the year 2009 would see only a 2 per cent growth in ad expenditure.
Pitch magazine, along with Madison Media, is holding a special session, ‘The Road Ahead for Indian Media’, which would address some pertinent questions that the findings from the study raise – such as if the industry will see no growth in ad spends, how should Indian media get ready; what does it take for the Indian media industry to survive and grow in these times of slowdown and what are the opportunities in these times of adversities, etc.
The questions are divided into two panels – ‘Managing the Topline’, which would focus on how Indian media owners can increase revenues in today’s scenario, and ‘Managing the Bottomline’, where the panel would speak on how Indian media owners can manage their costs so as to maintain sanity in today’s economic scenario.
Some of the speakers include ENIL’s AP Parigi, BCCL’s Bhaskar Das, E&Y’s Farokh Balsara, ZEEL’s Joy Chakraborthy, Lokmat’s Jwalant Swaroop, Selvel’s Noomi Mehta, Radio Mirchi’s Prashant Panday, NDTV Media’s Raj Nayak, Madison World’s Sam Balsara, Procter & Gamble’s Sumeet Vohra, and NaiDunia’s Vinay Chhajlani.
The PMAO 09 forecast is based on ad volume and value trends of November and December 2008, and expectations and sentiments shared by more than 25 top marketers and top media industry professionals.
The PMAO 2009 study provides an exhaustive analysis of the year gone by, in terms of advertising spends by media, by product categories and traces the important events during the year and ends with a commentary on what to expect in 2009.
Pitch-Madison Media Advertising Outlook projects a growth of only 2 pc in 2009