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  3. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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3/4 ErrorException in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 20: Invalid argument supplied for foreach() (View: /home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php) (View: /home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php)

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  3. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/5fda27f1dfe23a6e39dfef4a342bbbab50e9288d.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  9. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  10. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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2/4 ErrorException in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 20: Invalid argument supplied for foreach() (View: /home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php)

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  3. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  9. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/5fda27f1dfe23a6e39dfef4a342bbbab50e9288d.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  10. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  15. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  16. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. 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1/4 ErrorException in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 20: Invalid argument supplied for foreach()

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It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. 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Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null), 'obLevel' => 2, '__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => null, 'loop' => null)) in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 20
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  4. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  5. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
  6. at View->getContents() in View.php line 120
  7. at View->renderContents() in View.php line 85
  8. at View->render() in 5fda27f1dfe23a6e39dfef4a342bbbab50e9288d.php line 66
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  10. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/5fda27f1dfe23a6e39dfef4a342bbbab50e9288d.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  11. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  16. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  17. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => '‘Consumers are the New Media’', 'ogtitel' => '‘Consumers are the New Media’', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_33680.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_33680.jpg', 'ogurl' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'canonical' => 'http://www.exchange4media.com/ViewPoint/‘Consumers-are-the-New-Media’_33680.html', 'metadescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ogdescription' => 'Consumers have always been considered a powerful communication channel. It is not a new phenomenon. They formed interest groups and discussed various topics of interest. What is new is the speed and ease of getting connected to millions of similar-minded individuals by just the click of a few buttons, observes Atrayee Chakraborty, Business Director, Lintas Media Group.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87599,"title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"12:37:48","url":"","meta_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","meta_desc":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","social_summary":"As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"The broad trend you can see when you look at the last five years or so is that we have had a compounded annual growth rate of about 12% for the advertising spends. Last year was a bit subdued due to demonetisation. This year saw demonetisation carry over impact and GST. But inspite of that we have seen double digit growths in every single year. I see a 12 % compounded annual growth rate going forward, starting from 2018.<br> <br>The ad growth as a rule of thumb is about one and half times the Indian economy\\u2019s growth. So if the Indian economy grows at 8% then advertising will grow by 12%. It works the other way around as well. In a downturn, the first expense to be cut off is advertising. <br><br><strong>Different Growth Rates:<\\/strong> Earlier all media used to grow at similar rates. Now there is a big difference in growth rates. For example digital grows almost thrice as fast compared to the average of the other media put together. So if the market is growing at 10% then digital ad spends growth is about 30%.<br>.<br><strong>Importance of Mobiles: <\\/strong>Our Dentsu Aegis Network Digital study shows that by 2020 nearly one fourth of the entire ad spends will be digital. This is also being catalysed by some macro factors. For example because of the Jio launch the cost of data has fallen significantly, almost by 90%. More and more consumers will be consuming digital video because it is now more accessible to them. Secondly handset and smartphone prices have fallen significantly and continue to do so.<br> <br>We are nearing a billion mobile phone connections. Once the smartphone penetration rises to 40% it will become attractive for mass brands trying to reach people. Earlier digital was seen as niche. I predict that in the next couple of years it will become integral to every single business and will no longer be niche because we will see some inflection points. When we have half a billion smart phones, which we will in 18-24 months, it will be one such massive inflection point.<br><br><strong>Print:<\\/strong> English print will grow much slower than regional print. People will get more interested in local news and literacy levels will increase and so more readers will come into the fold. However, India will remain a rare market where print will still continue to grow.<br><br><strong>Television:<\\/strong> India will be one of the few countries in the world where all media will grow albeit at different rates. This is unlike other parts of the world where TV and print are decelerating or even slowing negative growth. Television will hold its own as it is an impressive and an influential medium in India. It will continue to grow for a while. Distribution will increase further with things like Free Dish. With BARC now measuring rural, hopefully more and more information will come from that this will drive. TV will keep increasing for the next few years at least.<br><br><strong>Outdoor: <\\/strong>As a medium it will really do well because as we build infrastructure with new airports, bridges, metros etc, more opportunities will come up. I hope that outdoor becomes more standardised and professional. If it does then it can become a strong medium as we are a young country, on the move, with slow traffic. Digital OOH will start emerging as well.<br><br><strong>Radio:<\\/strong> It will not have spectacular jumps nor will it disappear. It will continue to occupy a niche place. <br><br><strong>Cinema: W<\\/strong>ill be important. Tier II&nbsp;and&nbsp;Tier III&nbsp;towns will attract more single screens to upgrade to multiplexes.<br><br><strong>Thinking Digital:<\\/strong> Digital is no longer a medium. It is a way of doing business. It is how consumers interact with brands. e-commerce is gaining more prominence. A digital transformation has happened and is affecting every business. Agencies and marketers who don\\u2019t recognise this will be left behind, like dinosaurs.<br><br>Digital is a behavioural change not just a way of building a brand. This is a critical difference that a lot of agencies and marketers are not getting. Several of them are lagging behind. Some agencies will lead the digital curve and others will struggle to cover ground. The old legacy agencies will struggle as they operate in silos. Here is where the Dentsu Aegis Network\\u2019s ONE P&amp;L philosophy scores over any other agency group<br><br><strong>Rural:<\\/strong> Penetrating deeper in rural will become very important for advertisers as will the Tier III&nbsp;and Tier&nbsp;IIII cities and towns. That is because in the Metros, brands have reached a high level of penetration. For their growth they will be forced to go further down. Luckily we have had a relatively good monsoon this year. With beneficial government policies also there should be more money in the hands of the rural consumer.<br><br><strong>Measurement: <\\/strong>It is key for any media to grow. You have two media - print and television - that are well measured with IRS and BARC. Some other media are unmeasured or poorly measured. Outdoor needs better accountability beyond what we at Dentsu Aegis Network do. An industry measure needs to evolve. Outdoor needs to get its act together. One medium that can gain the most by bringing in measurement is outdoor. A lot of people are on the move. Traffic is slow moving at least in the urban areas and the outdoor medium lends itself to that. As market leaders with dominant market share in OOH we have invested heavily in this area but it needs to become an industry-wide initiative.<br><br>Radio is poorly measured and digital has no consistent currency though it is the most measurable. There needs to be a cross media measurement system because a consumer is exposed to everything at once. We need to look at multi- media measurement rather than single media measurement. We are four to five years away from there.<br> <br><strong>The Challenge Of Talent:<\\/strong>&nbsp;The big challenge for advertising and media is getting and retaining good quality talent. The talent going out is better than the talent coming in. Many years ago advertising used to be one of the preferred professions. Today it is not so, especially at the entry levels due to remuneration constraints. We are not able to attract top notch talent and if we do then we are not able to retain them. So poaching becomes a norm. All of us are guilty of it. We are not growing the talent pool the way it should be. The quality of talent pool needs to improve. This is the biggest challenge facing the industry in the next five years as I see it.<br><br>Overall I think 2018 will be a great year for advertising, but there will be clear winners and losers. Agile, digitally ahead agencies will thrive while several legacy agencies will see the beginning of the end.","social_title":"Forecast 2018: Digitally ahead agencies will thrive, legacy agencies will see the beginning of the end: Ashish Bhasin\\r\\n\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69672,"phototitle":"","photopath":"1513148852_beQs91_big_(93).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62533,"author_id":394,"photo":"","authorname":"Ashish Bhasin","name":"Advertising"},{"article_id":87598,"title":"Vishnu Shankar to head &TV ","summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","for_homepage":1,"important":0,"publish_date":"2017-12-13","publish_time":"11:35:59","url":"","meta_title":"Vishnu Shankar to head &TV ","meta_desc":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","social_summary":"Shankar has replaced Rajesh Iyer who was heading &TV since the launch of the channel","web_exclusive":0,"author_type":2,"description":"Zee Entertainment Enterprises Ltd (ZEEL) has handed over the running of &amp;TV to Vishnu Shankar. Shankar has replaced Rajesh Iyer who was heading &amp;TV since the launch of the channel. Shankar also was the Business Head of Zing and Zee ETC Bollywood. <br><br>Shankar has been associated with Zee for more than seven years now. He started working with Zee in February 2010 as the Programming Head of Zing, Zee ETC and Zee Trendz. He also launched one of India\\u2019s first 24-hour food channel (Khana Khazana) and expanded the organisation\\u2019s footprint into the food genre. Shankar also headed branding responsibilities for Zee Caf\\u00e9 and Zee Studio and launched Zee Studio HD and Zee Caf\\u00e9 HD subsequently. <br><br>Prior to joining Zee, Shankar worked with Zoom Entertainment Network for four years as Programming Head of Zoom TV. He has also worked with B4U Television Network.","social_title":"Vishnu Shankar to head &TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69671,"phototitle":"","photopath":"1513145136_efKBWD_big_(92).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62532,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87588,"title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"15:40:29","url":"","meta_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","meta_desc":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","social_summary":"Women\\u2019s Horlicks launches new campaign to raise awareness about bone health amongst women\\r\\n\\r\\n","web_exclusive":0,"author_type":2,"description":"Women\\u2019s Horlicks, the pioneers in Women\\u2019s Health Food Drinks\\u2019 segment, have introduced their latest campaign featuring the new face of the brand, Taapsee Pannu. Fashioned around the theme of #StandStrong, the initiative seeks to bring to the fore the issue of bone health amongst women in India and envisions to make them #StandStrong in following their passions. Taapsee Pannu, known for her feisty roles and go getter attitude comes together with Women\\u2019s Horlicks to address one of the critical yet neglected health needs of the modern Indian woman. <br><iframe src=\\"https:\\/\\/www.youtube.com\\/embed\\/DYFsHBap3Qw\\" width=\\"100%\\" height=\\"315\\"><br><br><br>\\r\\n<\\/iframe><br> <br>The campaign features Taapsee maneuvering multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she\\u2019s able to deliver her best day in and day out. It seeks to educate the viewers on how post the age of 30, bone density in women begins to recede resulting in weaker bones1. Women\\u2019s Horlicks with advanced&nbsp;CALSEAL\\u2122 formula has 100% daily requirement&nbsp;of three&nbsp;nutrients - Calcium, Vitamin D and Vitamin K2 to help calcium reach bones.<br><br>One out of every two women suffer from low bone mineral density after 30 years of age&nbsp;the fact that women do not see the issue as amongst the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards their ensuring strong bones.<br><br>Taapsee Pannu, while commenting on her association with Women\\u2019s Horlicks and the latest campaign, said, \\u201cI\'ve always followed the belief that there is nothing that a woman can\'t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women\'s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their strength - physical strength in this case supported by strong bones. I would urge all women to participate in this movement of investing in their strength as strong bones make a stronger you.\\u201d<br><br>Commenting on the campaign, Vikram Bahl, Area Marketing Lead, Nutrition &amp; Digestive health, GSK Consumer Healthcare India, said, \\u201cWomen in India are pushing boundaries and breaking the glass ceiling, setting the benchmark for success not only in India but all over the world. The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health amongst women and be a catalyst for them to #StandStrong.\\u201d","social_title":"Taapsee Pannu Stands Strong with Women\\u2019s Horlicks","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69655,"phototitle":"","photopath":"1513073419_hMadfH_big_(90).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62522,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87586,"title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"00:00:00","url":"","meta_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","meta_desc":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","social_summary":"Collaboration is key to expanding financial literacy and equity culture in \\u2018Unmetro\\u2019 regions\\r\\n","web_exclusive":0,"author_type":2,"description":"DB Corp Limited (DBCL), the largest print media company and home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced the successful conclusion of their event held on December 7 that saw excellent representation of over 70 professionals from the financial services industry including top merchant bankers, analysts from reputed broking houses as well as leading media and advertising agencies. <br>The event with theme \\u201cIndia\\u2019s growing equity culture\\u201d welcomed Honorable Joint Secretary, DIPAM, Ministry of Finance Dr. Dheeraj Bhatnagar as the Chief Guest who also offered the key note address. Dr. Bhatnagar reiterated the government\\u2019s efforts and commitment to reforms that have paved the way for stronger economic growth. Dr. Bhaskar Das, Executive President, DB Corp presented the current capital market environment and how equity has been delivering break-through performance as an asset class triggering more allocation towards financial savings, primarily driven post demonetisation. Dr. Das also discussed the key IPO markets in India, Dainik Bhaskar Group\\u2019s presence in these regions and how leading publications as Dainik Bhaskar and Divya Bhaskar are supporting the industry to expand the nascent equity culture across India\\u2019s tier 2 and 3 cities which have emerged as the country\\u2019s new growth engines. <br>Girish Agarwaal, Promoter-Director, DB Corp, said, \\u201cThese are exciting times that the country is witnessing. With key reforms paving the way for stronger economic and industrial progress, India is moving on to the next phase of productive growth. India\\u2019s macroeconomic fundamentals demonstrate that the economy is now poised to take off. As India\\u2019s largest media conglomerate, Dainik Bhakar Group through its publications in four languages, 66 print editions across 12 states; has been playing an active role in supporting the expanding equity culture in India. We are even more committed to extend our strengths to the financial services industry in particular; to expand financial and capital market literacy to reach out to retail investors across India. While significant potential across industries is being gradually unlocked, a key aspect of this future progress also includes the simultaneous growth of India\\u2019s retail investor community. Discussing the way forward based on a collaborative approach, was the primary objective of the successful event. We thank Dr. Bhatnagar for gracing the event and all our guests who made the discussions so engaging.\\"","social_title":"Dainik Bhaskar Group event \\u2013 \\u201cIndia\\u2019s growing equity culture\\u201d concludes successfully\\r\\n","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69654,"phototitle":"","photopath":"1513071844_aQZWvf_big_(89).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62520,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Industry Briefing"},{"article_id":87583,"title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:54:40","url":"","meta_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","meta_desc":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","social_summary":"Hathway Cable and Datacom video business\'s Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media","web_exclusive":0,"author_type":2,"description":"Hathway Cable and Datacom video business\'s&nbsp; Chief Operating Officer has joined Vijay Television Ltd as Executive Vice President - Strategy (South). The industry sources have confirmed the news to exchange4media. <br><br>Sundaram joined Hathway in April 2015 and worked for more than two years. Prior joining to Hathway he was worked with Vijay TV for more than five years. <br><br>Sundaram was heading finance for the South business of Star with operations in three languages (Malayalam, Kannada and Tamil) spread across three locations in India and one abroad. His responsibilities included overseeing accounting, taxation, financial planning and MIS and Internal Control Compliances.<br><br>He has also worked with NDTV Imagine for two years as VP Finance.","social_title":"Hathway\\u2019s Rajaraman Sundaram re-joins Vijay TV ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69653,"phototitle":"","photopath":"1513067068_YViCmB_big_(31).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62517,"author_id":1238,"photo":"","authorname":"Sonam Saini","name":"Media - TV"},{"article_id":87582,"title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","for_homepage":1,"important":0,"publish_date":"2017-12-12","publish_time":"13:06:19","url":"","meta_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","meta_desc":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","social_summary":"In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo","web_exclusive":0,"author_type":2,"description":"One of the leading video streaming platforms for Indian cinema, signs a catalogue deal with Shemaroo Entertainment, an established content house in India.<br><br>In an endeavor to offer a wider variety of movies, this deal further enhances the collection of existing quality content with the addition of 100 movies from Shemaroo. <br><br>Spuul subscribers will now be able to enjoy cult classics like Mughal-E-Azam, Anand, Masoom, Chupke Chupke, Jaane Bhi Do Yaaro along with handpicked blockbusters like Jab We Met, Ajab Prem Ki Gajab Kahani and many more, which will be available worldwide.<br> <br>With over 10000 hours of Indian cinema, Spuul offers a large catalogue for premium subscription in monthly, annual and multiple smaller packages, along with pay-per-view movies and a selection of content for free. From the evergreen classics to latest blockbusters, it has the best collection of Bollywood and regional movies. This partnership will further strengthen the content library.<br> <br>Commenting on this, Girish Dwibhashyam, Head - Content, Spuul, said, \\u201cBeing one of the leading providers of Indian content to viewers across India, South-East Asia, UK, US, Australia - New Zealand and Middle East, we are constantly investing in upgrading our library\\/collection by not only adding new, popular content but also library and classic titles to our list. Our association with Shemaroo is yet another step in this direction.\\u201d<br> <br>Adding more, Hiren Gada, Director - Shemaroo Entertainment, said, \\u201cWe are pleased to take our long-standing relationship with Spuul one step further. Spuul has been instrumental in growing the popularity and scope of Bollywood in international markets and we are pleased to continue our partnership through our enriched content mix. Our endeavour has been to add value to our business partners and boost their offering with our Bollywood prowess\\u201d.","social_title":"Spuul Signs a 100-Movie Deal with Shemaroo Entertainment","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69652,"phototitle":"","photopath":"1513064171_NqzMqL_big_(29).jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62516,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - TV"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/viewpoint/consumers-are-the-new-media_33680.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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