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| Industry
Omnibus
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In
our business of media and advertising timely information sharing
is knowledge creation. Industry Omnibus is an endeavor to
showcase industry best practices through industry wide research,
case studies, industry newsletters and other relevant information
with exchange4media subscribers. Industry Omnibus further
meets the expectations of our industry, which has made exchange4media
an industry resource. |
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KEY
FINDINGS |
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HUSBAND-WIFE
– A NEW EQUATION |
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Growing
friendship, closeness
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Starting
to talk, discuss, debate
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“My
mother never interfered in the household. My father took
care of everything. Now interaction between husband &
wife is more”
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“When
both are happy, only then can the house run smoothly…”
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“Should
have mutual understanding. If not, then the house can’t
run…only tu tu, main main…”
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“We
discuss everything. We don’t hide anything”
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- A
gentle, mildly submissive indulgence
- “(I
am a) darling husband (laugh), loving, lovable husband, listening
husband…obedient husband…”
- “Understanding
the wife, the way she likes us & wants us to be, we will
be like that”
- “(In
conflicts) I pacify both my wife and my mother…keep
them both happy”
- Helping
in the kitchen
- “We
make chapattis together and discuss things…”
- “Cutting
onions, making the gravy…”
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WHAT
THE WIVES HAVE TO SAY |
- On
growing closeness and friendship
- “Like
a friend, a guardian, He is not a dominating person”
- “We
are more friendly. We communicate as friends”
- “He
never puts his authority over me, and I never become submissive.
I am not a doormat. I have my own space, my own freedom”
- On
discussions and negotiations at home
- “I
make clear to him that if there is any mistake (in his point
of view) he has to agree”
- “Before
it was only male domination. Their decisions were considered
the right ones, whether good or bad. Now it is not like that.
Both husband and wife discuss, and take decisions together”
- “If
he says the right thing I listen. If what I say is correct
he listens & accepts”
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THE
METRO-SEXUAL MYTH |
- An
immediate contradiction suggesting a gap between “want to”
and “have to”
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A
FEW SIGNS OF EQUALITY |
- Streaks
of openness
- “She
can take care of both (home and work), she can handle it”
- “I
am flexible. I’m happy either ways”
- Sharing
of work, decisions
- “She
doesn’t have to discuss everything with me, unless it
involves huge finances”
- “I
also help her at home. I do 50%, she does 50%”
- Some
letting up of dominance
- “She
will ask me to select a color or design...I tell her what
looks good. But finally it is her decision”
- “She
buys her saris on her own”
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WELCOMING THE NEW WOMANPOWER WAVE |
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Overtly,
not threatened by women in pants
Interestingly, non-metro audiences more liberal than metro counterparts
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BUT
THE PREDOMINANT REFRAIN STILL CONSERVATIVE |
- I
want a housewife, cook, cleaner, caretaker
- “Women
are better with kids. I think she should not go out to work”
- “I
prefer a housewife because otherwise it will affect love &
care for my kids”
- “If
she comes late, then it affects my kids & parents”
- “If
husband and wife go to work, there is no family life“
- “They
have to keep everything ready and go to work”
- At
home, she works, I play
- “If
they are employed, we cant enjoy life”
- “I
want her to be there when I require. So I prefer a housewife”
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OLD
WORLD ATTITUDE TOWARDS WOMEN AT WORK |
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Liberalism
but not acceptance |
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A
HIDDEN AGENDA TO LIBERALISM |
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Romance,
preening and active testosterone at the workplace |
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OTHER
ADVANTAGES OF BEING “LIBERAL” |
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| Archive |
The
analysis of TV viewing and favourite TV programmes in 71 territories
in 2005
Most watched TV sporting events of 2005 - April
02, 06
Media forecast for upcoming Cricket series- February
06, 06
Regulating For Growth- December 05, 05
Trends in Mumbai print battle- October 29, 05
C & S Homes: The big debate- September 14, 05
Household Potential Index(HPI) from IRS- July 13, 05
THE TV SPORT MAP IN 2004- June 14, 05
Asia Pacific C&S Markets 2005- Apr 28, 05
Consumer Spending Poll- Nov 08, 04
M- SPECTRA : MADISON’S MULTI-MEDIA REACH FREQUENCY ESTIMATOR-
Oct 04, 04
Effective Return on Cricket Ground Signage- Aug 18, 04
Media effect and its measurement in Rural India- Aug 11, 04
Euro 2004 – Performance Analysis- Jul 22, 04
Business Media Opportunities in India- Jul 10, 04
Election 2004: Monitoring of TV Coverage - Jun 26, 04
Election 2004 A Study by MAXUS - May 29, 04
SMS users are open to brand marketing - April 22, 04
Celebrity Endorsements Inside Out: A CyberMedia Study - April
17, 04
Understanding women Study by MCI - March 20, 04
Consultation Note on Issues relating to Broadcasting and Cable
Services -
Jan 01,
04
SMS Selling Made Smarter?!- Dec 04, 03
ICCO World report October 2003- Nov 20, 03
DTH Studyby Initiative media- sep 23, 03
IRS Study- sep 17, 03
CyberMedia Research - July 17, 03
Media Financial Wellbeing - A Study by ATG - June 06, 03
The "Surer" way of consumer contact -May 15 03
TOWN & COUNTRY - June 24 02
All
in All!
Mudra
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