Discovery Networks Asia-Pacific (DNAP) announced the appointment of Mehuli Shah as Director, Advertising Sales, West. Shah will be responsible for generating advertising revenue along with planning and implementing business development activities in new market segments for all DNAP’s networks in India. Based in Mumbai, she will report to Karamjit Dua, Vice President, Advertising Sales.
One sector that needs business discipline is media agencies. In their rush for aggregating volume and growing in size, media agencies have knowingly or unknowingly brought down value for broadcasters and for themselves. In the end, they are not delivering value to advertisers as well, as they are just trying to buy cheap. There are agencies that are doing business at .5 per cent or 1 per cent, and some I am told, at negative rate of return. Then these agencies come to broadcasters and make meaningless offers. Will this not impact industry growth?