Rewind Rewind 2009: Home Page
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GUEST COLUMN

The Magazine is dead! Long live the Magazine!
Indrajit Gupta

Magazines are dead. No one reads them anymore. Who’s really got the time? That’s what a lot of people told us around the time when we quit our respective jobs to start up the Indian edition of Forbes magazine in the middle of 2008. Of course, none of us really believed the hogwash. Forbes was one of biggest business brands that you could get. And we had a compelling brief from Raghav (Bahl) and Haresh (Chawla): to do all that it takes to create a premium, international quality business magazine out of India.

Lessons the Indian radio industry can learn from the slowdown
Ashish Pherwani

The current economic slowdown in the economy has forced radio companies to re-look their business strategies and operations. Most players invested efforts to cut down costs through business process re-engineering and employee cost rationalisation. Several succeeded in this.

Growth mantra for the Indian radio industry
Paul Chantler

The growth mantra for the Indian radio industry should be to invest in talent. If radio is to reach the next level where listeners remain loyal to one station instead of flicking between four or five, one has to create larger-than-life stars who cement the relationship with listeners. One needs tools, techniques and tips, which take a run-of-the-mill RJ into being a big star personality whom listeners love.

OOH in India & China: The paradox of contrasts that’s similar
Ashish Bhasin

The story of OOH is that of paradox of contrasts betwen India and China. There are contrasts where China seems miles ahead of us and then there are areas where you feel we can actually teach them a thing or two. Let’s explore a few such areas.

2009 – Turnaround after turbulent times
Sunder Hemrajani

Buoyant economy and extremely favourable demographics till first half of 2008 made the Indian media industry one of the fastest growing sectors in the country. However, later part of 2008 and early 2009 was the period of uncertainty world over. The global crisis led to asset write-downs, credit getting stifled, increased funding cost and crisis spreading from sub-prime to other sectors.

The Future is Calling
Laura Desmond

You, me, we---feel the stings of the economic recession daily and hear and talk about it from the dining room table to the boardroom. Instead, I’d like to focus on the future and the evolution of the media service brands, as defined by one of the toughest and stormiest economic environments our generation has faced. Simply said, the future is calling. And SMG’s response is to be the Agency of the Future. And this calls for an evolution towards being a Human Experience Company.

Remember 2009. The Renaissance year for Indian Television
Rajesh Kamat

Over the last decade cable and satellite television, spurred by competition, has been at the head of an entertainment revolution. But 2009, was special… A year when television had grown up… A year that would be remembered, in Colors’ CEO Rajesh Kamat’s view, for many reasons...

Bringing efficiency into focus
Jasmin Sohrabji

Despite the disappointments that some faced, 2009 was very much a defining year for the industry. The year eased the way for a metric beyond cost efficiency. And while the business numbers may not have reflected it, we entered 2010 with a promise of performance beyond the numbers and evaluation beyond the savings.

What I remember about 2009
Thomas Xavier

I will remember 2009 as the year the industry took their eyes off the ball. With reports of the slowdown in the West, the year began with huddled conversations around water coolers, taxi stands, golf courses or 5 star coffee shops (depending on your grade) about the impending effect in India. Everyone waited for something to happen. The game was stopped. Not because of bad light, but foggy thinking.

The South still continues its struggle to get national recognition
Ramanujam Sridhar

The South has been and continues to be a poor cousin of its better dressed, more sophisticated Western counterpart. It is hardly featured in national media stories of the industry. The South needs to lift itself up by the bootstraps to get national recognition; it certainly did not take India by storm last year.

Recessions are good for creativity
Ali Shabaz

The one thing that becomes clear when you look back at the year that was, is that it's not just human beings that grow fat and slow… industries do as well. While humans go on crash-diets to shed excess fat, advertising was hit periodically by a recession forcing it to take a long hard look at itself, and start shaping up.

Not all was gloom or bloom for digital advertising in 2009
Anurag Gupta

At 50 million users, the Internet is no longer a niche medium and advertisers need to start allocating proportionate monies to the Internet in their overall marketing plans, rather than allocating some small percentages.