'
Subscribe Last 30 Days' News e4m on your Mobile - www.exchange4media.mobi
Jul 26, 2017 rss feed
 View Point Email this page
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.

There is a new K-serial on air, it’s called K-ricket


Anisha Motwani, Executive Director-Marketing, Max New York Life

A 45-episode power-packed series with a fresh twist in plot each day. Masala, action, song and dance, tears, racial discrimination, key characters changing midway, coming back… you name it and it’s all there.

Yes, one is talking about the multi-million dollar IPL T20 Tournament that has been hyped as one which will revolutionise the sport with a heady concoction of cricket, entertainment, power and money.

It’s a cocktail that is bound to stir new emotions and leave the country with a big hangover. No other genre has ever offered a plot that has so much packed in a single episode. No wonder India is lapping it up all. The 33 per cent family viewership data released by Sony only seems to confirm that somewhere cricket, cinema and serials have crossed boundaries and stepped on to each other’s domain, mixing feelings and in the bargain diluting the passion and purity associated with each.

By the time the 45-day Tournament ends, we would have experienced all sorts of emotions completely new to the way cricket has been consumed in the country making us wonder whether it is really cricket or an Ekta Kapoor version of ‘K-ricket’ or a movie show with snacks and popcorns thrown in.

Cricket in India is more than just a sport or a game. That is the cliché all of us have grown to reiterate in conversations or in presentations to all those who wish to understand and connect to India. And, none of it is off the mark. The intensity, the engagement, the bond that cricket creates is almost cathartic. Is there any other experience in modern life in which multitudes of men so completely and intensely lose their individual sense in the larger life, which they call their country? Each game is not watched as a sport but with a passion and involvement much beyond.

When India wins a game, the whole nation erupts with joy and when they lose, the gloom is palpable. Just a couple of months ago, the face-off between Bhajji and Symonds Down Under engulfed the nation like wild fire. A cricket crazy nation stood united behind Bhajji. The media went berserk and there was a collective outcry against Aussie behaviour. “Come back, boys” was heard along with cries of “Where is the self-respect?” Such is the passion that India versus any country in the world arouses in most of us.

Are we truly watching IPL with same kind of intensity?
Bhajji is again in the middle of another controversy. This time an even bigger one – infringement – slapping an opponent on the cricket field. The media has again gone to town with the story. But whose side are you on? Sreesanth, because you are from Punjab, or Bhajji, because you are from Mumbai? Why isn’t this evoking a similar strong reaction from even Mumbai or Punjab, let alone the country? Bhajji has been suspended from IPL and still it doesn’t stir strong emotions. What is lacking?

Ask any one of the 12.5 million people following IPL “Who is your favourite team? Chances are you’ll have to grapple with ambiguity. In fact, they may end up openly admitting to having no clear favourites as of now. Will an average Hyderabadi cheer passionately when Deccan Chargers’ Andrew Symonds belts Mumbai Indians’ Bhajji out of the park? Sachin Tendulkar versus Glenn McGrath used to be the mother of all battles in the recent past. The sight of Tendulkar dispatching McGrath straight down the ground for a boundary would bring about unbridled joy for this nation. Will the Delhiites now jump out of their seats at the sight of Glenn McGrath uprooting Tendulkar’s middle stump?

Traditionally all the bonding and euphoria that cricket creates is because we identify with teams and players. We have our favourite players, and there are teams we have grown up rooting for because our brother or dad used to love them or still do. Following a player and team allows us to experience the ups and downs and a whole array of emotions.

There is a clear protagonist (your team) and an antagonist (the other team). At the end, there is an unambiguous winner and loser. It gives us the illusion of battle, war, victory and defeat, without the consequences.

Cricket exercises all our emotions, cultivating hope when we are lagging, resignation when we are beaten, a sense of fair play for competition when we are ahead and a lot of times, sympathy for the umpires. These are strong, intense emotions that consume us and leave us exhausted at the end of a good match.

But IPL is not able to conjure up any such emotions or even close to it. In fact, the sense of detachment with which one is watching IPL is like you feel “paisa vasool’ at the end of a time pass movie or an Ekta Kapoor plot with numerous twists that leave you engaged just about enough to turn on the TV set the next day. It certainly is turning out to be a more entertaining option for the family who would otherwise be aimlessly surfing channels or else resigned to watching saas-bahu serials.

There is no doubt that it is working. More hands reach for the remote. Have no doubt that more meals than before are being eaten before TV sets tuned for three hours to see a programme featuring ‘K-ricketers’. But somewhere the emotional landscape is getting redefined to accommodate new emotions and leave behind some conventional ones.

So, which team are you rooting for – Shah Rukh’s, Dhoni’s or Mallya’s or Ekta Kapoor’s?

 
Archives
Getting a hold on Google Instant Benedict Hayes
- Benedict Hayes, Head of Search, Communicate 2 - 10/15/2010
Webinar – An evolving marketing tool
- Balaji Kesavraj, Head - Marketing (India), Cisco WebEx - 10/21/2009
Accurate and reliable Readership Measurement Matrices need of the hour
- Manajit Ghoshal, CEO, Mid-Day Infomedia - 1/28/2009
Consumers are the New Media
- Atrayee Chakraborty, Business Director, Lintas Media Group - 1/15/2009
Lending a helping hand to those who fell defending Mumbai
- S Yesudas, CEO, RK Swamy Media Group - 12/2/2008
It would be wonderful if a great idea wins an election
- Swapan Seth, CEO, Equus Red Cell - 11/24/2008
Social Media: A suitable supplement?
- Indranil Datta, Vice President – Knowledge, Mudra RADAR - 10/13/2008
100 GRP: New benchmark or overrated myth?
- Indranil Datta, Vice President - Knowledge, Mudra RADAR - 9/8/2008
Reality talent search: Redefining TV viewership
- Indranil Datta, Vice President-Knowledge, Mudra RADAR - 8/13/2008
Artificial Obsolescence
- Anand Kurian, Writer and advertising professional, - 6/25/2008
Why the Consumer should not be the King in India?
- Jitender Dabas, VP & Strategic Planning Director, JWT India - 6/19/2008
How the Voda pug got lost in God’s own country
- Rajul Kulshreshtha, Managing Director -- Motivator, A GroupM company - 6/3/2008
Managing Retail Through Market Research
- Muder Chiba, Executive Director, TNS India - 5/8/2008
Understanding Integrated Marketing Communication in India
- Deepika Kurl, Sport Leasing – Corporate Controller, San Francisco, USA - 4/11/2008
Making the most of large format events
- Vijay Singh, MD, 141 Sercon - 3/31/2008
... And then there were blogs
- Preeti Chaturvedi, Manager, Mktg & Biz Dev., GIST
Justin Rabindra, VP, Training & Knowledge Mngt, Ogilvy One Worldwide - 2/25/2008
The ‘Nano’ Challenge
- Sourabh Mishra, Chief Strategy Officer, TBWA\India Group - 1/29/2008
Genre hypnotism
- Manisha Talwar Rana, Marketing Communications, LG Electronics - 1/10/2008
When ‘Dhan’ in Dhanteras becomes elusive
- Vishakha Singh, Head-MarCom, Future Media India - 11/22/2007
Who stole my retail dream?
- Hemant M Mishrra, Brand Consultant, Mudra Brand Sollutions - 11/5/2007
Watching less, Reading less, Talking more
- Praveen Ramachandra, Business Director, Insights, MindShare, Bangalore - 10/24/2007
The 4Es of Client Management
- Swapan Seth, CEO, Equus Red Cell - 10/11/2007
Advertisers to vie for that two square inch space on your mobile handset
- Dr L Venkata Subramaniam, Research Staff Member, IBM India Research Lab - 9/10/2007
The Lintas saga: Why Prembhai is not Anilbhai or Mukeshbhai
- Ramanujam Sridhar, CEO, brand-comm - 8/8/2007
Is the Advertising business losing respect?
- Gopinath Menon, Senior Vice-President, Media, TBWA India - 7/28/2007
What's your brand's chakra reading?
- Mythili Chandrasekar, VP and Executive Planning Director, JWT - 7/19/2007
Growing hunger for Business Analytics
- Sandeep Pandey, National Business Director, ATG - 3/20/2007
Is agency bonus the right way to reward success?
- Libby Child - CEO, UK, & Sunil Gupta - Regional Director, South West Asia, APRAIS Worldwide - 2/6/2007
Is your media plan CAS-trated?
- Rajendra Dwivedi, Business Director, MAXUS - 1/22/2007
Do not divide - and rule!
- Premjeet Sodhi, Senior Vice President, Initiative, Lintas Media Group - 12/5/2006
Bonding with the big studios at MIPCOM
- Gitanjali Murari, Programming Head, PIX - 10/24/2006
The Phenomenon of Instant Success
- Sandeep Singh & Gaurav Sood, COO, CSD, Get.Next.Job, Wunderman India - 8/16/2006
The mystery of the vanishing agency
- Lynn de Souza, Director of Media Services, Lintas India Pvt Ltd. - 7/27/2006
The Word-of-Mouth Factor

I have found that Word-of-Mouth works fastest when integrated into standard brand building communication.

- Sumit Roy, Founder Director, Univbrands - 6/28/2006
The birth of the Global Indian

From whining about the globalisation of India to celebrating the Indianisation of the Globe: tracing and defending the role of media and advertising

- Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai - 5/29/2006
Be a leader, others will follow you as an evangelist
- Prof. Sushil Bahl, Consultant, International School of Business and Media, Pune - 4/24/2006
Towards a meaningful industry integration
- S. Yesudas, COO, Media Direction - 4/1/2006
Showtime Everywhere @ Davos 2006
- Atri Sengupta, Director, Showtime - 2/21/2006
A door to “impact” full media plans
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 1/17/2006
A profession does not become redundant, its practitioners do
- Svetleena Choudhary, Media Group Head, Initiative, Delhi - 12/9/2005
Jaago Grahak Jaago – bring accountability in media
- Rajul Kulshreshtha, General Manager, GroupM Team LG - 11/8/2005
YOUR PASSPORT TO POWER
- Sushil Bahl, Consultant, International School of Business & Media, Pune - 10/18/2005
Media specialist: Changing paradigms
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 10/7/2005
“It’s the customer, stupid”
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 8/8/2005
The Changing Indian Woman
- Kishore Chakraborti, Associate VP and Director, Consumer Insight, McCann Erickson India - 7/12/2005
Vision & Mission: Breaking the joojoo
- Manosh Sengupta, General Manager – Marketing Communications, IDEA Cellular Limited - 6/22/2005
It’s about time we took the customer seriously, and started treating him like he mattered
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 5/18/2005
Too much of a good thing? Research Vs "gut feel"
- Abraham M. Alapatt, Client Services Director, Ogilvy & Mather Advertising, Chennai,& Practice Group Partner, Ogilvy Business Network - 4/27/2005
Does brand management need a shave and a wash?
- Ashish Misra, VP Marketing, Mason & Summers Alcobev - 4/6/2005
Is creativity all about creatiwitty?
- Surojit Sen, Creative Supervisor (Copy), Rediffusion DY&R, New Delhi - 3/15/2005
Singapore Airlines – An Excellent Asian Brand
- Martin Roll, CEO, VentureRepublic, Singapore - 12/18/2004
Changing Black into White!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management,Nirma University - 11/27/2004
STAR POWER – Will the force be with you?
- Anupma Suneja, General Manager, Synovate - 10/29/2004
The True Value of Account Management
- Anisha Motwani, Vice-president, EURO RSCG, New Delhi - 10/4/2004
K-Kapoor Factory, B-Bollywood, C-Cricket…but no crorepatis!
- Rakesh Khar, Programme Director, School of Communications, Jaipuria Institute of Management, Noida - 9/16/2004
A Closer Look at Awards
- Indu Balachandran, Executive Creative Director, JWT Chennai - 8/26/2004
Moving towards ‘virtual’ PR agencies
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 8/11/2004
Pepsi and the art of Cool
- Rohit Ohri, Senior VP & Area Director-Delhi, J Walter Thompson - 7/21/2004
Cannes of creativity (no worms need apply)!
- Ashish Misra, Vice-President Marketing, Katra Liquor - 7/8/2004
"Budget blues and the rest of the year"
- Anant Rangaswami, Director, Event Management Development Institute - 6/24/2004
Understanding Commercial Break Viewing on Television Setting Norms that Promote Effective Buying
- P V Narayanmoorthy, Regional Director, Strategic Resource, Carat - 6/7/2004
“The list of their restrictions can go on forever…….Perhaps they deserve all those many crores that they receive for endorsements. It offsets their suffering, I guess. Except, how come they have all the restrictions and all the money, and I have all the choice, not the power to exercise it?”
- Anant Rangaswami, Director, Event Management Development Institute - 5/29/2004
‘Comparing different and unrelated companies often is an acceptable approach if you are looking simply at the operating features of the business rather than their financial performance.’
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 5/15/2004
"A fully interactive brand channel on UK satellite today exists in what is essentially a walled-garden of some 200 channels, rather than the Wild West of 17 million websites. It reaches more than seven million homes and will drive commerce both electronically and through the brand’s outlets."
- Bhaskar Majumdar, CEO, Recreate Solutions - 4/21/2004
The index could be based on a rating that takes into account agreed parameters/attributes, past-present media coverage/favourability and relevance, ground situation in terms of successful/unsuccessful seasons/tenures, future prospects, etc.
- Rajesh S Lalwani, Director, Strategy & Business Development, brand-comm - 4/10/2004
Instead of a Unique Selling Proposition, let’s start thinking about our Unique Feelings Proposition.
- Suresh Dinakaran, President, Communicate, Dubai - 3/11/2004
Creating the right buzz through WOM
- Prof. Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Nirma University, Ahmedabad - 2/24/2004
"India Shining is worth more than a Lion"
- Swapan Seth, Co-CEO, Equus Red Cell - 2/10/2004
Connecting with the Rural Folks
- R V Rajan, CMD, Anugrah Madison Advertising Pvt. Ltd. - 1/13/2004
THE “INCREDIBLE” BRAND!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Ahmedabad - 12/20/2003
7 Highly Effective Ways of Killing a Brand
- Ashish Misra, , - 11/27/2003
"AND WE DRINK THIS STUFF !!"
- Prof. Sushil Bahl, Faculty, Marketing Area, Institute of Management, Nirma University - 11/5/2003
Sorry, Cannes Save You.
- G S Shridhar, CEO, Purple Blaze Advertising Consultancy - 10/24/2003
The Context of Existance
- Swapan Seth, Co-CEO, Equus Red Cell - 9/24/2003
"Oh, you don't work Saturdays" and other taunts!"
- G S Murari, Director, Fidelis Advertising and Marketing - 9/13/2003
"But to say advertising is dead or dying is being somewhat naïve"
- Sushil Bahl, Professor, Mudra Institute of Communications (MICA) Ahmedabad - 9/1/2003
Attack of the delight providers
- Ashish Misra, Vice President, The Henley Centre - 7/30/2003
"Creativity on demand with creative aerobics and imagination management"
- Prof. Linda Conway Correll and Sushil Bahl, , - 7/23/2003
"Lessons in Advertising"
- Anand Halve, Co Founder, Chlorophyll - 7/3/2003
"Fees, and not a 15% commission, I am told, are now the order of the day."
- Sumit Roy, Founder Director, Univbrands - 6/2/2003
"The AOR or media agency will continue to grow in importance because this is where one talks money."
- Arun Kumar, Associate Media Director, MPG, Delhi - 5/15/2003
"Does your Marketing Strategy know your Consumer?"
- Ashish Misra, Vice President, The Henley Centre. - 4/26/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Indrajit Lahiri, Professor of Broadcast, Symbiosis Institute of Mass Communications - 4/15/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Amitava Guha, GM,, Key Accounts Hindustan Times - 4/1/2003
"Asian companies need to move up the value chain through strategic branding."
- Martin Roll, CEO, VentureRepublic - 3/26/2003
"THE PRICE IS RIGHT (OR IS IT?)" A closer look at the perils of misusing the pricing variable in the marketing mix.
- Anand Halve, Co Founder, Chlorophyll - 3/1/2003
"If today, agencies are under fire, are we, the client, not as responsible for this crisis?"
- Manosh Sengupta, GM, Marketing Communications, Idea Cellular - 2/19/2003
"Media marketing has finally come of age."
- Rajul Kulshreshtha, CEO, Optimedia Indonesia - 1/30/2003
"Great advertising ideas are not just original and interesting, most importantly they are relevant."
- Samit Sinha, Managing Partner, Alchemist Brand Consulting - 1/11/2003
"Look London, Talk Tokyo: The eternal schizophrenia of the advertising creative person"
- Kiran Khalap, Founder, Chlorophyll - 12/28/2002
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.
- Swapan Seth, Co-CEO, Equus Red Cell - 12/16/2002
"I think a lot of our clients are far more inquisitive about the future of media than us media professionals..."
- Sandip Tarkas, President, South Asia, MPG - 12/2/2002
"But now, it sometimes seems to me that the creative and servicing teams are completely divorced from the media"
- Shovon Chowdhury, Exec VP & GM, Bates India - 11/12/2002
"Broadcasters are today putting the distribution and pay related issues as top priority and factor in new concepts like 'Opportunity To See'"
- Amitabh Srivastava, - Network Development, GM Aaj Tak - 10/21/2002
Phadnis comes from Planning and Strategy background, having worked with Starcom, HTA and Rediffussion. Phadnis joined TV Audience Measurement [TAM] as Director, S-Group in early 2002 quitting Starcom as Media Director.
- Atul Phadnis, Director - S-Group, TAM - 10/1/2002
An ardent bridge player, a producer, a writer and a teacher - one could go on and on about Amit Khanna. Khanna has a wide lineage- he has worked in theatre, radio, television, journalism, advertising and films. He has been on the executive committee of IBF, Indian Music Industry, and Film Federation of India. He set up Plus Channels in '90s and quit in 2000 to launch Reliance Entertainment with Reliance. Khanna the Chairman of the Convergence Committee of FICCI. And also he is the Member of the Core Group of Ministry of I&B, on GATS and Ministry of Commerce. His contributions and association is a long list.
- Amit Khanna, Chairman, Reliance Entertainment - 9/16/2002
Unless media independents enlarge their scope and act as clear partner with the brand both in terms of efficiency in planning and providing actual savings, they will not be heard or seen by practical clients
- V.Balasubramanium, National Director, ATG - 8/19/2002
exchange4media has been calling me for my Viewpoint, but like a true advertising person, I have no time! So I decided to write it in sleep (if you can walk in sleep why can't you write in sleep?) If it hurts your sensibility or you disagree with my views, please disregard this as a piece of junk - because I know it is impossible to pour water in a glass full of water - to give gyan to advertising gyanis.
- Amit Ray, VP-Media Services, Mudra - 7/24/2002
"How does a media professional go about seducing his two primary constituents; the client & the client's customers?"
- Sai Nagesh, GM, Maximize - 7/8/2002
Creating Media Assets
- CVL Srinivas, COO-North&South, Madison Media - 6/24/2002
 
 

Disclaimer
:

"The views expressed are personal views of the author and not necessarily represent the views of the organisation author works for or of exchange4media.com."

© exchange4media 2007                                                                                     Post your opinion

Dialogue
People Movement
Home | About US | The Team | Contact US | In Press | Terms of Use | Advertise with us | Our Tour & Travel Operator | Articles | E-book | Press Releases | SMS Push | Site Map
Access exchange4media.com on your mobile www.exchange4media.mobi
This site is best viewed in Internet Explorer 6 & above at 1024 X 768 resolution.
Copyright © : 2010 Adsert Web Solutions Pvt. Ltd. New Delhi, India. All rights reserved.
Hosted by