Guest Column: For newspapers, are the Lok Sabha polls lost? Jwalant Swaroop

With just nine days to go for the voting for India’s 16th Lok Sabha, it seems that the print medium has lost the battle of advertising share to other media, says the CEO of Oshoyana Consultants

e4m by Jwalant Swaroop
Published: Apr 3, 2014 8:53 AM  | 5 min read
Guest Column: For newspapers, are the Lok Sabha polls lost? Jwalant Swaroop

With just nine days to go for the voting for India’s 16th Lok Sabha, it seems that the print medium has lost the battle of advertising share to other media even before the verdict is sealed for several political parties.

This year, while news television channels, social media, outdoor, and radio have milked the holy cow of elections well enough, it’s a bunch of sour grapes for the newspapers per se. We hardly see any election advertising in newspapers, while all other media are running full inventories.

Why has it happened this time to print? Most advertisement heads of newspaper organisations are keenly waiting for the leftover budget to be spent in newspapers and are hoping to get one or two ads before polling. Surprisingly, a medium, which has been a favourite of the political parties, has been dropped like a hot potato with no remorse or worry of it getting hostile in a critical time of Elections. Actually all political parties kept the carrot hanging of big deals but continued to postpone it day after day. Now that polling is a few days left it is clear that the newspaper usage will be very limited, may be on the polling day a full page ad will appear in the largest daily.

So, is it time to finally conclude the build-up of campaigns like “Har Haath Shakti Har Haath Tarraki” and “Abki Baar Modi Sarkar” or “Dil se hain Mulayam….”of Congress, BJP and SP, respectively, is being achieved in an unique media planning experiment – “minus newspapers”. This being the costliest election of all times the media budget runs anything in excess of Rs 400 crore- Rs 500 crore, newspapers are deeply hurt.

To reason this out I see a 4R syndrome, which is creation of none other than Print itself.

Syndrome 1 –

Rate -Media buyers and negotiators felt that the print rates have actually hit the ceiling. They have questioned the political premium applied on the rates.  Though the print sales stalwarts oblivious of the changing environment did not budge from offering higher rates. Arrogance is a big issue. The attitude of newspaper is that “ They need us more than we need them, so why should we lower our rates.” Greed is another factor election being once in 5 years big ticket event newspapers want to encash all favors to the political class in one go without being sensitive to the budget constraints facing negotiators and buyers. The newspaper loss is to the advantage for all other mediums. It has also exposed the credibility of newspaper impact over other mediums. It may be a late realization and in desperation the newspaper guys may offer rock bottom rates only catch a smallest piece of action in Election.
Syndrome 2

Reach – The Print reach is questioned for the first time. This time, It seems political parties studied the geo political influence of each media vehicle and have taken a conscious decision not to depend on the Print as much as it had done in past. So to say it has reset the weights for each medium completely. News Television channels have produced more political celebrities than print and it seems this has been the time to return the favor.  To catch the gen X the digital media is the most sought after. Reliable measurement tools and a 360-degree digital approach have delivered higher audiences and impact both.

Syndrome 3

Relevance – Today political story is breaking on twitter, FB, Google hangout and several other social media sites.  Earlier political class use to junior most sub editor on desk to get his press release published.  Where as now the news is being created on twitter, FB and Blogs. Print is only following it up. Each politician now understands that the voter is connected to these social mediums 24x7 and it is a huge cost to pay for a medium having a below 15 mins engagement once a day with rather huge uncertainty of its readership and circulation. It is a big challenge before publishers to make newspapers relevant for those who have always believed that an election is won only on the power of newspaper.  Interestingly the news as a genre is attracting more eye balls on television during the elections. It is reported that during this period some well known FMCG brands have committed big budgets for news channels anticipating increased viewership. This is making news a hot property during the elections

Syndrome 4

Respect – I feel that business of “Paid News”in newspapers during elections has actually tarnished the image of the medium as a whole. The reader is not a Moran and the same goes for the politician also.  A taken for granted attitude for its readers has actually demean the value of the newspaper itself both in the eyes of reader and political class.  It is fearful to imagine that the newspapers have been dumped in these elections. The restrictions and monitoring of paid news  by the Chief Election commissioner has compelled publishers to be cautious but have they stopped the practice one needs to investigate deeper.

It is definitely an alarming sign;ithas also taken many newspaper stalwarts by surprise. Yeah Election kuch Kahta hai Boss (This election is saying something) Listen to it Folks.  It is time to introspect these realties and re-invent the medium before it is dumped as any senior member in a political party.

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Rubika Liyaquat to join Bharat 24 as VP, set to launch her independent YouTube channel

Liyaquat recently quit ABP News after a five-year stint

By Ruhail Amin | Jun 7, 2023 2:24 PM   |   1 min read

Rubika

Well-known anchor and Senior Journalist Rubika Liyaquat who was associated with ABP news for over 5 years is joining Bharat 24 as Vice President. She will also be launching her independent YouTube Channel soon.

Bharat 24's, CEO & Editor in Chief Jagdish Chandra confirmed this development.

"The channel is about to complete a year in August 2023 and with the run up to the upcoming elections, Bharat 24 is building a strong team of experienced professionals starting with Liyaquat", said Chandra.

Liyaquat completed her graduation from Mumbai University and her media education from Futuristic Media Communication Centre (FMCC). She started her career in 2007 and has worked with media houses like News 24, Aaj Tak, Zee News, and Live India TV. She is known for her popular shows, Taal Thok Ke and Master Stroke.

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CNN-News18’s Political Editor and Sr. Anchor Marya Shakil quits

Shakil is an award-winning journalist with over 17 years of experience

By exchange4media Staff | Jun 7, 2023 1:34 PM   |   1 min read

Marya Shakil

Marya Shakil, Political Editor and Senior Anchor at CNN-News18 has quit.

Highly placed sources have confirmed this development to e4m. 

Shakil is an award-winning journalist with over 17 years of experience. Her show on the Muslim yearning to be part of the mainstream earned her the prestigious Ramnath Goenka Award in politics and government category in 2012. She also received the award in the same category for her coverage of the 2014 Lok Sabha elections. Her show NewsEpicentre has won multiple ENBA awards. 

She joined CNN-News18 after completing her Masters in Mass Communication from Jamia Millia’s AJK Mass Communication Research Centre in 2005. She also won the Chevening South Asia Journalism Fellowship in 2016.

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Shemaroo and Seven Network team up to launch Shemaroo Bollywood in Australia

Shemaroo Bollywood will be available for free on Seven Network's streaming platform, 7plus+

By exchange4media Staff | Jun 7, 2023 1:21 PM   |   3 min read

shemaroo

Shemaroo Entertainment Limited has joined with the Seven Network, one of Australia's leading media companies to launch Shemaroo Bollywood, the first-ever Bollywood F.A.S.T. (free ad-supported streaming TV) channel in Australia. This strategic collaboration marks Shemaroo's first venture with a major broadcaster in the region and sets the stage for an immersive Indian entertainment experience for Australian viewers. Shemaroo Bollywood will be available for free on Seven Network's streaming platform, 7plus+, providing seamless access to a vast library of iconic Indian/Bollywood movies.  

With a remarkable six-decade-old legacy and an unparalleled content repository, Shemaroo is all-set to entertain the large Indian diaspora present in Australia.  With Seven Network’s association, Shemaroo continues to establish its long-term and mutually beneficial relationships with renowned broadcasters across the globe. By venturing into key markets like Australia, Shemaroo aims to expand its reach and diversify its business portfolio and this latest venture demonstrates Shemaroo's commitment to realizing this vision.  

Bollywood's timeless songs, compelling storytelling and ability to portray diverse cultures have captivated audiences worldwide and across all age groups. The launch in Australia holds immense significance, particularly for the vibrant Indian diaspora in the country. The launch also coincides perfectly with the forthcoming finals of World Test Championship of Cricket where India and Australia will lock horns for the coveted trophy. As cricket enthusiasts anticipate this thrilling event, Shemaroo Bollywood will complement the excitement by offering captivating movies that showcase the rich tapestry of Indian culture.  

This first-of-its-kind association aims to forge a long-term and mutually profitable partnership between Shemaroo and the Seven Network, bolstering Shemaroo's consumer centric approach in key markets outside India. Shemaroo will harness Seven’s strong presence in broadcast television, publishing and digital platforms, while benefiting from Seven Network's dominance in TV and BVOD across Australia. Together, they aim to redefine entertainment experiences for audiences in Australia and beyond.  

Nishith Varshneya, Head of International Business & India Digital Syndication - Shemaroo, said, “At Shemaroo, we are constantly exploring new opportunities to showcase our vast library of Bollywood to audiences across the globe. Our collaboration with Seven Network to launch Shemaroo Bollywood in Australia is a significant step towards achieving this goal. We believe that Bollywood movies and songs have the power to connect varied cultures. With Seven Network's established presence and expertise in the Australia, we are confident that this partnership will enable us to reach a wider audience and provide them with a delightful entertainment experience. We are excited about the possibilities this collaboration holds and look forward to a successful journey together.”  

Seven West Media Chief Digital Officer, Gereurd Roberts, said: “Shemaroo Bollywood on 7plus symbolises Seven’s commitment to bring the most compelling, diverse and global content to

Australian audiences, for free. Through our unique collaboration with Shemaroo Entertainment, we are incredibly proud to introduce 7plus viewers to Australia’s first premium Hindi FAST channel and enrich 7plus with a colourful tapestry of captivating Indian cinema. Seven is Australia’s leader in FAST channels. So far in 2023 we have streamed over 250 million FAST channel minutes, up 195% on the same period last year,” he said.  

Shemaroo Entertainment's 60-year-old legacy, built on a foundation of delivering high-quality entertainment experiences, solidifies its position as a trusted industry leader. The launch of Shemaroo Bollywood in Australia is just one of the many exciting developments taking place worldwide as Shemaroo expands its global footprint.

 

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Sreenivasan Jain begins new innings with Jindal School of Journalism

Jain stepped down as Group Editor of NDTV in Jan 2023

By exchange4media Staff | Jun 7, 2023 11:50 AM   |   2 min read

Jain

Sreenivasan Jain, former Group Editor of NDTV, has joined Jindal School of Journalism and Communication as Faculty.

Speaking about the appointment, JGU’s founding Vice Chancellor Professor (Dr) C. Raj Kumar said, “Sreenivasan Jain is an outstanding journalist in the best traditions of the practice and his experience will enrich JSJC and JGU in many ways. He has spoken truth to power during his career as a journalist and his joining our university as a faculty member will instil confidence among the students in pursuing a career in journalism and public affairs on the edifice of ethics and integrity. The students of JSJC have had a unique experience of studying at an exciting school with an innovative and interdisciplinary curriculum in cinema, journalism and communication that offers a wide range of national and international opportunities.”

Commenting on his new role Sreenivasan Jain said, “In my three decades in TV news and journalism, one of the most rewarding aspects of the experience was the opportunity to work with and train younger entrants into our newsroom. I look forward to extending that experience in this new innings as a faculty member at the Jindal School of Journalism & Communication of O.P. Jindal Global University.”

Jain had been with the television channel since 1995. He  is the recipient of Journalist of the Year by the Ramnath Goenka Awards in 2014, by the Red Ink Awards in 2015, and anchor of the year at ENBA Awards, 2016.

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News24 appoints Mayur Aggarwal as VP Sales

Aggarwal has earlier served stints at Zee Media, NDTV, Zee Entertainment and Times Television

By exchange4media Staff | Jun 6, 2023 10:02 PM   |   1 min read

Mayur Aggarwal

News24 has appointed Mayur Aggarwal as Vice President, Sales.

As Vice President of Sales, Aggarwal will be responsible for leading the company's sales efforts, developing and executing effective sales strategies, and driving revenue growth. With over 17 years of experience, Aggarwal has earlier served stints at Zee Media, NDTV, Zee Entertainment & Times Television.

"We are delighted to welcome Mr. Mayur Aggarwal to News24 as our new Vice President of Sales," Anuradha Prasad, Editor in Chief of News24 Broadcast India Limited.

"His impressive track record and strategic vision make him the ideal candidate to lead our sales team. We are confident that Mayur Aggarwal's expertise will propel our sales initiatives forward and drive our company's growth", she added.

Commenting on his role, Aggarwal said, "I am honoured to join News24 and be part of this dynamic team. I look forward to leveraging my experience to enhance our sales strategies, strengthen customer relationships, and drive revenue growth. Together, we will achieve great success."

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ABP’s news anchor Jiya Sharma quits

Prior to ABP News she was associated with Zee News

By exchange4media Staff | Jun 5, 2023 9:25 AM   |   1 min read

Jiya

ABP’s news anchor Jiya Sharma, who was the face of the show 'Namaste Bharat', has quit. Sharma confirmed this development to e4m.

Sharma has nearly a decade of experience in news media. Prior to 'ABP News', she was associated with 'Zee' (UP/UK and MP/Chhattisgarh) for about four years. She has also worked with 'IBC24', 'Bansal News', 'Red FM and Doordarshan' in the past.

Sharma holds Masters in Mass Communication from Makhanlal Chaturvedi University

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Rubika Liyaquat quits ABP News

She was associated with the network for over five years

By Ruhail Amin | Jun 3, 2023 11:58 PM   |   1 min read

Rubika

Well-known anchor and Sr Journalist Rubika Liyaquat has resigned from 'ABP News'.

If sources are to be believed, she is now planning to step into the world of entrepreneurship. Some industry sources have told e4m that Liyaquat has taken this decision since she was not given a salary raise.

Sources also say that  Liyaquat has got a big  offer from a  newly launched Hindi news channel. However, this channel is not doing well at the moment.

She was associated with 'ABP News' since  2018. 

Hailing from Udaipur, Liyaquat completed her  graduation from Mumbai University, she also holds a degree in Mass Communication. Liyaquat began her career with 'Live India'. She was associated with 'Live India' from June 2007 to September 2008. In 2008, she joined 'News24'.

She has also served stint at 'Zee News' and was associated with the network before joining ABP News.

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