M Sunder from Group M’s ATG/MCI unit in Bangalore is being relocated to Beijing. He would help put the systems in place at the Beijing office in addition to providing a viable support system in the arena of data analytics.
Along with V Balasubramanium, (National Director in charge of ATG/MCI), Sunder played an important role in setting up the Global Analytics Centre in Bangalore. This new responsibility comes in recognition of the exceptional work being done at the Analytics Centre for clients like Diageo, Motorola, Frito Lays, GSK and Gillette and India’s growing prowess in this field. Sunder would be joining the Beijing office towards January 2005.
In the past, Praveen Kumar and Charu Mahajan from Mindshare Delhi had been moved to ATG roles in Singapore and Bangkok respectively, they are currently working with Arvind Sethumadhavan (Director, ATG Asia Pacific).
Announcing Sunder’s new destination, Ashutosh Srivastava (India and Asia Pacific chief executive) states, “Sunder has been instrumental along with V Balasubramanium in setting up the Analytics Centre in Bangalore and now that the set up is firmly in place, he is being deputed to the Beijing office for another equally challenging assignment.”
According to him, the Chinese media landscape differs vastly from the markets of India and South East Asia. “The media market in China is six to seven times larger than India and it’s far more complex and de-centralised. Also, because of the presence of provincial networks, you have to plan market by market, which means planning separately for 200-250 cities. Buying space often involves a Doordarshan-type model, where you are not dealing with one stakeholder but multiple of them,” he informs.
On the top of the system is CCTV group with its own satellite and digital cable platform. In China, provincial and municipal network groups exist as subnets under CCTV. Foreign networks such as Time Warner and News Group are functional in China. Among the news channels, CNN, BBC, NBC and some other language channels can be viewed in hotels and are also available for subscription.
Chinese TV stations also barter commercial time for programmes instead of paying cash. They produce their own shows and swap or sell programmes among each other. Over the last three years, ad agencies and media groups have become serious content producers, brokers, and distributors in China’s TV industry. Most of them are associated with other government organisations such as the print, radio, and various levels of government.
With M Sunder in the casket for the Beijing office, it goes without saying that the move would help develop and implement processes in the buying area in a highly complex market and would help leverage Group M volume more effectively in negotiations.