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Tap into emerging opportunities in media, says Kiran Karnik

24-April-2004
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Tap into emerging opportunities in media, says Kiran Karnik

The first leg of the three-city exchange4media.com conclave got rolling in New Delhi on Friday with eminent speakers from a cross-section of advertising and corporate organisations providing incisive insights on frenetic account movements and future HR needs.

Nasscom President Dr Kiran Karnik, chief guest at the event, set the tone for the conclave in his opening remarks wherein he spoke of how media, in particular television, is being impacted by the unbundling of media business, infusion of new technologies and interactive applications.

Dr Karnik said that while fragmentation of the television medium might some day leave the top ranking channels with single-digit TRP ratings, yet all this is leading to “opportunities to tap into a wide range of interests.

He pointed out how adoption of relevant technologies could improve market research manifold, to the point that somebody might even be able to measure the blood-pressure levels of TV viewers as they watch different programmes.

Stepping into the realms of possibilities, he spoke about how the TV viewers would indeed be presented with a wide range of choices that include perhaps blanking out of TV commercials—not a comforting thought for the advertising fraternity.

The advertising agencies, in a sense, have been on the razor’s edge for a variety of reasons that include the recent churn of accounts, as also the dire need for talent that could scale up to global needs.

The two issues came to the fore at the conclave, first when the topic ‘Accounts musical chairs: lack of delivery or lack of clarity?’ was taken up, and then in the second session on ‘Human resource—Why is our industry not able to attract and retain good talent?’

Session I, moderated by Shivjeet Kullar, Creative Director, K Factor, generated hot debate on whether there was a perceptible churn in accounts and if any fire-fighting was needed to arrest the churn, so to say.

The panelists was for the session were Ashutosh Khanna, Chief Operating Officer, Grey Worldwide, Hemant Sachdev, Corporate Director—Marketing, Bharti Enterprises, Rajeev Karwal, Managing, Electrolux, and Shekar Swamy, President, R K Swamy BBDO.

exchange4media News Service will provide a detailed report of the key points of discussions.

Session II was moderated by Prof. Atul Tandan, Director, MICA, and the panelists were Arvind Sharma, Chairman & CEO, Leo Burnett, Kalpana Rao, Talent Director, O&M, P V Narayanamoorthy, CEO—Asia Pacific, Carat, Ronesh Puri, Managing Director, Executive Access, and Santosh Desai, President, McCann Erickson.

Details of this session too will follow soon.

Suffice here to say that the subjects in focus were marked by such complexities that no definitive statement could evolve. The panelists nevertheless felt that the conclave had indeed set the stage for evolving the right solutions.

Earlier, in his inaugural address, Sushil Pandit, Executive Director, exchange4media, underscored that the solutions would indeed come about when the professionals in the business of communications begin to communicate amongst themselves.

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