of the most happening names of the media industry got
together for the session discussing the improvement
of RoI for television. To match that, the hall had a
full audience as well. CNN's Andrew Stevens moderated
the session that was more of a discussion than presentation.
The panelists included Raj Nayak, CEO, NDTV Media, Sunil
Lulla, EVP SET, Ronnie Screwvala, CEO, UTV, Sam Balsara,
Chairman, Madison Media, Soumitra Saha, VP, Regional
Ad and Licensing Sales, Turner International, Asia Pacific.
aim of the session was to answer the question, 'If programmes
were brands, would Kotler need to be rewritten'. "Yes,"
was what Steve Marcopoto, President and MD, Turner International,
replied, "Apart from Kotler's 4 Ps, I think there
should be two more Ps of politics, given the CAS and
TRAI scenario and, of course, public opinion."
further went on to say that with visionaries like Arun
Poorie, television would be a domain that saw qualitative
development. The session began with Balsara answering
Steve's question that television RoI would improve itself
if channels took care of the advertiser RoI.
suggested that channels should look at cutting programming
cost and ensure that they have better revenues from
subscription than just advertisements. To which Lulla
replied, "That's a typical case of give me more,
charge me less!" Lulla went on to present his side
of the business wherein he believes that RoI can be
improved on a two-fold level-- powerful content and
its effective marketing.
made a point that efforts should result in more sampling
everyday. "I agree with Sunil," Krishnan said,
adding, "The consumer should know more about the
the line forward, Screwvala expressed that the product
was primary and that would drive people to a channel,
which is what every advertiser wants. The panelists
observed different tactics of the past like international
formats and differentiated content that resulted in
successful television products.
pointed here that in the past three years the advertisers'
RoI from television had decreasing steeply. Labelling
this as an issue of concern, he expressed that advertisers
were moving away from the medium and that the category
was growing only because of the coming in of new advertisers.
responded that tomorrow's target would be a concentrated
and high involvement one due to fragmentation and that
advertiser would have to pay a premium for that target.
Lulla, seconded that, saying, "We would soon have
to look into demographic segmentation, more than anything
session ended on the agreement that in the current scenario
with the availability of various mediums, TV is the
biggest stimulator. Krishnan added that one way of going
forward now to increase returns is to expand market
by increasing distribution.