Television is established now. E-commerce is where we are seeing lots of activities in terms of overall Internet penetration. By 2015, India is going to have close to 295 million Internet connections. So it is logical that you keep investing in the brand and product of e-commerce. Anyone who has seen the product on TV, the Internet works for him as a catalogue. Anyone coming to the Internet, who wants to have a feel of the product, can go on to the TV channel. So you are right that we are pushing e-commerce more...
The entire media structure in our country is built up in such a manner that we don’t have subscription revenue and then there is high carriage fee that has to be paid. With the coming of digitisation and the Government’s new policies and plans, hopefully those things will start to change… We also need to focus on the entire TRP measurement system. Everyone knows that our sample size needs to go up. Advertisers will benefit from data that is completely trustworthy. I think certain amount of structural change has to be come to the broadcast industry. Steps are underway.
"The entire media structure in our country is built up in such a manner that we don’t have subscription revenue and then there is high carriage fee that has to be paid. With the coming of digitisation and the Government’s new policies and plans, hopefully those things will start to change," says Vikram Chandra, CEO, NDTV Group.
We have a four-part strategy for MSN India. Firstly, we are going to grow our content both vertically and horizontally. Secondly, we are looking to engage with rich media content increasingly. Thirdly, there is going to be a seamless conversion between MSN on the web and MSN on the browse… Our next phase will focus on going local and hyperlocal. We will be focusing on it when Bing comes in India, which is expected soon… We just launched a new portal, MSN She. We are looking to launch two or three more interesting projects by the end of this calendar year. They will be in the domain of astrology and other similar domains.
Understanding technology and implementing it in the right way is of utmost important for any agency. We are sure when we enter the Indian market, with the right tools, right knowledge, right expertise and experience, we will do immensely well in the performance marketing arena.
50 years was a great landmark – but an emotional landmark more than a real one. The truth is, the agency has been constantly evolving over the years, and will continue to evolve. But having said that, the 50th year was a great occasion to restate in a new and ‘ownable’ way what we have always believed in – we build BrandWealth. Or put another way, we make brands famous – and clients rich. You will see a whole range of events and initiatives taking this forward through the year.
We want to be more local. I think that in times to come, our strategy will be not to expand into newer markets, but rather to consolidate our position in the existing market. We don’t want to be insignificant players in many markets. We want to go deeper into the markets we are already present in.
I may be a working women but, a part of me also loves cooking, shopping. I have multiple personalities hence I may subscribe to four magazines which deal with each one of these subjects. You might get away by putting all the subjects in one magazine but those days are finished. No one magazine satisfies me hence generic sorts of magazines are gone now. Women now look at specific content, whether it comes from TV, Magazine or anything to satisfy the information need, either desire or anything. So women have many sides, men may not have…
Television is a dynamic medium, and we are a dynamic group. We are proud to be in print at this moment, because of the credibility of the medium and the way it is being run. I don’t want to be seen in the clutter of the way television… You hardly see news channels making profits. We are not averse to television, but we are not getting into television for another four to five years.
The industry is always fragmented and that is a good thing for the independence of press… I believe that taking collective action by media is a dangerous thing. For the sake of the independence of news, media should remain fragmented, so that media itself cannot bully anyone. It will be a very sad situation if ten editors come together and start bullying someone.
"Currently, English newspapers reach only 1.99% in Kerala compared to the reach of Malayala Manorama alone, which is 34.47 per cent. If you look at the incremental reach, i.e., the unduplicated reach, the English newspaper comes to 0.5 per cent, which is abysmal."
<p align=justify>If the definition of magazine is to do with ink and paper then that is where the discussion of death and mortality comes in. For me a magazine is about a brand, it's about aggregating audience around a passion. I am a specialist magazine maker, working around community and people that are mad about astronomy, cooking, cars etc. I service these people using the appropriate medium for them. And a magazine on ink and paper is important to me, but a magazine on Ipad is still a magazine to me. A magazine website still has magazine elements.' </p>
<p align=justify>"Same way the books won't die because you have an e-reader, magazines wouldn't die because of electronic media. People still want to hold a paper magazine in their hand. I think that the idea of the demise of print is nothing but a fallacy. I think it wise to adapt to where the market is going. But I think there is a core, and there will always be a core.Nick Carugati
I have a feeling that in the next two years, gaming is going to be a huge growth market and each console will play its role in creating a bigger market for everyone. The focus on market creation will continue for the next two years. After that, I think, the market will become so significant that everyone will engage in a high level of competitive activity along with market creation.
<p style="text-align: justify">"The industry is always fragmented and that is a good thing for the independence of press… For the sake of the independence of news, media should remain fragmented, so that media itself cannot bully anyone,” says Anant Nath, Director, Delhi Press and Managing Editor, The Caravan.
By and large the solution that clients seek is a holistic solution, but our approach to brands and solutions is slightly different. It is more driven by what do we do to energise our consumers into action… whatever we do – whether it is a television message or on ground or online, needs to give consumers the chance to touch, feel, experience, and talk about it. Thus, our solutions will always have an engagement platform and an activation platform attached to whatever scale or level or budget is required for that particular category.
The key thing is that the clients haven’t understood the social medium. They just want to feel that they have a presence on social, but do not know how to use it. They need to understand five cardinal rules, apply them to each brand in each category and then venture into any kind of activity. Secondly, they should take the help of experts, but unfortunately there are few experts in this area, especially in India...
I don’t think there is such a thing of undercutting and squeezing competition out to get 100 per cent market share -- that is neither going to happen, nor that is a game we want to play. More importantly, we don’t take any business where we could lose money. We have worked hard on building efficiency mechanisms, because for our scale, if we don’t have our act in order, it is embarrassing. A smaller agency can still take an excel sheet and work its way around, but we cannot do that. We don’t need tactics like undercutting when we are investing in growth strategies.
<p align="justify">My personal targets for the year are that every brand under Quadrant’s stewardship should have moved a notch higher at the end of the year and to create a brand path for at least four new entrepreneurial brands. An important objective is to also grow the agency and the people working in it. </p>
<p align="justify">Radio will be about 8-9 per cent of the total ad industry. It will grow rapidly, especially after Phase III is rolled out… Radio has been and continues to be a very sexy medium. It’s fast paced, high-on-adrenaline and best of all, we get to work with some of the most creative music personalities.</p>