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Contemporary issues challenging advertising, marketing and media discussed

18-February-2005
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Contemporary issues challenging advertising, marketing and media discussed

A whole range of contemporary issues challenging the advertising and marketing fraternity and media was discussed at a symposium held in the Capital. The two-day event "Sigma 2005 Convergence Cocktail - Brewing Brands, Entertaining Business," was an endeavour by the International School of Business and Media to provide the future media professionals an insight into the advertising and marketing arena.

Sigma 2005, which ended on Thursday, provided an opportunity to various people to interact with media and marketing gurus. The first day covered issues like Narrow Casting and questioned the future of advertising, while the second day's highlights were competition, positioning and launching of new channels as well as the role of PR in brand building.

L.V Krishnan CEO of TAM India, Aditya Shastri, COO of UTV, Dr. Aakash Khurana, COO of Nimbus Communications and Anand Halve, Head Chlorophyll gave their opinions on the myth surrounding Narrow Casting. Rajesh Pant, CEO of Percept H, Dr. Sujaya, VP HR Lowe and Bharat Dabholkar, Managing Director of Publicis Communication, put forth their views on the future of advertising.

Krishnan dispelled all the ideas of terming narrow casting a myth. According to Khurana, "Narrow casting is a phenomena where you reach out to the niche audience." Shastri described niche as "Niche positioning and niche content" and then went on to point out the success of Hungama TV. Halve on the other hand categorised niche into two streams, "Content niche as well as Market niche."

On the second day, Sandeep Singh, Management Consultant from Care TV, gave his views on the plethora of channels that are being launched these days. He was disappointed with the content that one gets to see these days on news channels. "The viewer has become quite discerning these days and the advent of new channels will nevertheless spawn new clones in the near future, he said."

Rajiv Desai, President IPAN and Rajiv Sangwan, Vice President, Rediffusion, presented their views on the role PR plays in building brands. Desai said, "PR is about telling stories, stories that have a message, stories that define the manner in which you behave in a civil society." He also laid stress on the transition that PR has witnessed over the years.

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