We in the business of media and entertainment could succinctly sum up today's entertainment industry in one word "CHOICE". Every year, there are more than 800 new movies one can view in a theatre; Every day, our remote control lets us zap through more than 50 television channels; Over the next few months -- people will have their own Ku Band antennas beaming down a la carte programming via DTH;
In the world of entertainment, if the viewer was king in the nineties, he is the emperor in the new century. Mind you, not everybody's having a party. Suppliers of entertainment content --- TV broadcasters, software producers, film producers and distributors, and music companies -are struggling to cope, and make sense out of an increasingly fickle and badly spoilt audience. The conundrums faced by the sponsors of the entertainment industry are worse. Advertisers and brand managers are staring at an increasingly fragmented market.
Consider the different dilemmas that the different actors on the entertainment stage have to face on a day to day basis.
The media planner and the brand manager: Which channel to advertise in, for how long, and during which slot?
The software producer: Will this programme secure me sufficient Television Rating Points so that the broadcaster commissions another 13 episodes?
The broadcaster: What programming mix should I choose that will make me stand out amongst my dozen competitors?
The DTH operator: Can I mass customise my programme portfolio and talk to each customer individually?
The film distributor: Will this film break even in my territory? Have I ordered too many prints?
The film producer: Eight out of ten films flop. Will my film be one of the lucky two?
The audio company: Will my album make money before it is pirated?
CII's first ever entertainment seminar is being organised specifically keeping this constituency in mind. The two-day event to be held in third week of February will carefully construct the main worries and challenges facing the media and advertising industry and seek answers.
To help meet these challenges, senior industry professionals and leaders will discuss and brainstorm diverse issues like Broadcasting, Regional and niche channels, the future and business potential of DTH, the business of cable, the dynamics of programming, issues impacting the advertiser, Bollywood's potential, Music industry in India and the role of government in entertainment industry
All industry specific issues will be laid threadbare and discussed with top government officials and ministers attending the summit. CII will use its formidable networking skills to get the entertainment industry's viewpoint across to the government and the media. Specifically issues like Privatisation of Doordarshan, Entertainment Tax, tackling software and copyright piracy, encouraging bank and VC finance in industry, encouraging FDI, removing impediments in DTH, infrastructure status to cable industry, listing norms for TV software companies on par with IT companies and Guidelines for insurance cover will be discussed.
According to an Arthur Anderson report, the entertainment industry is worth nearly Rs 15000 crore, and could grow to Rs 60,000-70,000 crore in the next five to seven years. The sheer size of the market potential makes it imperative that this endeavour from CII throws up some answers.