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IMPACT Annv Spl: Shashi Sinha on 7 reasons why media industry will do well

09-November-2011
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IMPACT Annv Spl: Shashi Sinha on 7 reasons why media industry will do well

1. The Indian economy still continues to grow (2012 may be slow, yet there will be growth). Consequently, not only will new industries open up to advertising, but there will also be more companies and brands in existing categories which will naturally lead to more competitive pressures. This will force companies to up their advertising spends.

2. As targeted advertising - localised or otherwise- through radio , digital , DTH and even regional TV becomes an option, this will enable a lot of small and medium businesses to exploit the potential of using advertising to sell their goods and services.

3. Indian consumers will learn to pay value for good quality content, which will take the pressure away from media being reliant on advertising alone. This augurs well for the industry; as media companies improve their bottomlines, they will invest more in differentiated content which will further attract more consumers.

4. Media, be it TV, print, radio or others, will penetrate more homes as the surface is yet to be scratched, particularly in rural India.

5. As literacy grows and living standards improve, consumption of media will grow further. So, not only will we have more people consuming media, but also time spent on media consumption will grow dramatically.

6. Digitisation will ensure better measurability and analytics, which in turn will lead to better ROI on media delivery, leading to a conviction amongst marketers that mass media delivers.

7. International media houses will pump in more investment into India for the above reasons, which will further lead to spiralling of media activity.

In sum, the future looks very bright. Cheers and all the best for IMPACT’s 7th anniversary and many more to come!

 

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RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

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