Top Story


Home >> Media - Others >> Article

Think beyond borders: Pulak Bagchi

Font Size   16
Think beyond borders: Pulak Bagchi

If one wants to revisit the entire paradigm of media ownership – be it cross, vertical or horizontal – there has to be a purpose to it.

Fundamental to the discourse is not only finding the right solution but also asking the right questions, said Pulak Bagchi, Vice President, Legal and Regulatory, STAR India. Stating that the basic premise of any regulation is very central, he pointed that “we need to debate on what approach to take”.

It is imperative to learn from international precedence which is very insightful and valuable. “Let us understand why are we regulating and why are these countries thinking of regulation – is it for growth or recession or depression,” asked Bagchi. Today Greece is on option mode, Italy is on the verge of being sold out to the best bidder in Europe, US is re-opening the entire media ownership debate, he added.

While there might be big businesses, how does on define ‘big’? There can be a big fish in a very small pond but then, is the answer to kill the big fish or regulate the big fish? Or should one expand the pond itself or find more ponds and inject more and more fishes? Basically, we are talking about the market that is over crowded with small fishes. “These fundamental questions need to be asked and we need to shake off thought processes that have been holding us hostage from the 80s,” said Bagchi.

“We need to understand size is relative. So are we going to be held hostage to the idea of smallness of what is happening in a particular state or locality, or are we going to think beyond borders?” asked Bagchi.

Today telecom operators and broadcasters are vying for consumer attention. There are instances of regional and sub-local absurdities but are they ‘big’ enough to become a subject of national level? Also, by doing so, are we falling into the trap of regulating for recession? That is the last thing required for the economy of the country.

We need to look at cross media ownership in the right way. It has to be pro-consumer and pro-investor. Bagchi said that none of the earlier studies, i.e. from the 80s were guided by any impact analysis but today’s studies are supported by studies with actual market-based data and analysis.

Pulak Bagchi was speaking at a conference organised by ASSOCHAM on Cross Media Ownership. The conference was held in New Delhi on July 27, 2012.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends