Media, advertising and journalism institute Futuristix Media Communication Centre (FMCC), and Cross Border Media (CBM)’s conference on ‘Monetising your new media platforms’ had its post-lunch session on ‘The Internet becoming the locus around which all media converge, and the growing role of search engines’. The session was moderated by Rajesh Lalwani, Founder, Blogworks, while the toehr speakers were Sanjay Trehan, CEO, NDTV Convergence; Rahul Nanda, CEO, Webchutney; and Parminder Singh, Business Head-Technology, Google India.
According to Nanda, people were increasingly using the Internet to consume content, to socialise, and to provide animated viral marketing. The search engines gave the opportunity to explore at one’s own convenience. However, according to Singh, “The user experience is not the same when one is browsing through the Internet or through mobile. User experience should improve.”
Trehan said that convergence was taking place in multiple platforms, and to do it in a manner that would be cost effective, needed fragmentation of devices in mobile space. “There is a tremendous hunger for Internet as more and more content is being consumed through it, and consumers are demanding broadband connection for the same.”
The next session on the growing mobile boom offering new opportunity for content providers and advertisers had Llyod Mathias, Director-Marketing, India and South West Asia, Motorola, moderating it. Other speakers were Kathleen Kennedy, Senior Vice President-Business Development, MIT; venture capitalist Piyush Shah; Sandeep Sawhney, Vice President-Strategic Alliances and Business Development, Bharti Airtel; and Sujai Srivastava, DGM, Reliance Communication ADAG.
Kennedy focused on the law of mobility, stressing that the value of any product increased with its being mobile against time and place. Sawhney stated that mobile advertising was still very nascent and needed a lot of breath, but advertising on it was more compelling – the global mobile experience was huge as the return on investment was far higher. He added that SMS messages were changing the way content was being delivered.
Concluding the conference, Donald D Kummerfeld, President and CEO, FIPP, said, “The coming of new media will not overthrow the old traditional medium; they will just adjust themselves to the ecosystem. There is a fear that traditional media is saturating due to new media. However, the fact is that consumers would be the ones who would have to make terrible choices. The age group of 18-34, which is considered as the heavily Internet using group, is also the magazine reading section of the society.”
Kummerfeld predicted that in five years, print media would reach a saturation point and only selected upscale publication would continue to flourish; in 20 years from now, new technology which were not yet available in the market, would decide the consumer behaviour.