Delivering the keynote address at the third FMCC Human Capital Forum in Delhi on April 18, 2009, strategic communication consultant PV Narayanmoorthy noted that media planning today was more about number crunching. He felt that the intellectual core had completely gone out of the business called for a more strategic focus and focus on people.
Narayanmoorthy said, “I am not an HR person neither am I an expert on how to manage in a downturn. When I joined the industry some 32 years ago, I spent more time in the Madras Library than in my office.”
He noted, “Today, the only conversation going on in an agency office is Star Plus or The Times of India or Colors; the intellectual core has completely gone out of the business. About 15 years ago, when the media agency separated from a full support model, the focus shifted from delivering a great product to managing bottomlines.”
“Nobody is focus on properly building up talent. They see the need to fill up a few seats and keep the work moving, that’s the protocol today. While most media companies claim that they spend a lot of money on training, there is not much attempt at building a focused training programme. The focus is on training to manage the computer to get enough data and please the client,” he added.
“We need to create more people like Rhoda Mehta, Ambika Srivastava, PRP Nair, Lynn de Souza – stalwarts who carry the industry on their shoulders,” Narayanmoorthy pointed out.
He further said that part of the blame also lay with the clients, who only insisted on rates, rates and more rates.
“The media industry has not able to recruit top quality talent. But then, why should top quality talent look at you when there is only number crunching and some more. That job profile doesn’t attract top quality talent,” he added.
The Human Capital Forum was organised by Futuristix Media Communication Center (FMCC), India’s leading media, advertising, communication and journalism school in its 6th year. Star News was the presenting sponsor for the Forum, while exchange4media was the media partner. PR partner was Mavcomm Consulting and the event was designed and executed by Anushree Ramchandani of Angus & Grapher for FMCC.