viewpoint
CNN-News18 launches two new primetime shows - FaceOff At 9 and Viewpoint

The shows will be anchored by award winning journalists Deputy Executive Editor Zakka Jacob and Executive Editor Bhupendra Chaubey, respectively; more new shows to air in the next two weeks

exchange4media Staff Apr 17, 2017 2:22 PM

test IBF, AAI, ISA & TAM reach consensus on TV audience measurement

Test media and public will now get to know television viewership in thousands, referred to as TVT. It captures & reflects growth in TV audiences in the country in absolute numbers

exchange4media Staff Jul 30, 2013 12:01 PM

Accurate and reliable Readership Measurement Matrices need of the hour

Will haphazard surveys and questionable findings continue to drive the Rs 10,000 crore print advertisement industry? Or are there alternatives available to this, asks Manajit Ghoshal, CEO, Mid-Day Infomedia. INS has taken steps in the right direction to set this anomaly right by constituting a committee to give guidelines for such surveys to the National Readership Study Council, which conducts the NRS.

exchange4media Staff Jan 30, 2009 7:06 AM

Lending a helping hand to those who fell defending Mumbai

It has been the most shocking tragedy that Mumbai has ever seen, and this city has had its horrific share of terrorist activities. S Yesudas, CEO, RK Swamy Media Group, urges the advertising fraternity to come together to help the kin of the brave non-officer ranking policemen on duty and others who lost their lives at locations like CST/Cama Hospital.

exchange4media Staff Dec 3, 2008 6:39 AM

Reality talent search: Redefining TV viewership

Indranil Datta, Vice President-Knowledge, Mudra RADAR, provides a holistic view on the rising popularity of reality talent shows on the leading GEC channels. He analyses TRP data and marketing efforts behind these shows to show what has made some of them more successful than the others.

exchange4media Staff Aug 18, 2008 8:31 AM

Viewpoint: Artificial Obsolescence

Obsolescence is inevitable. According to writer and advertising professional Anand Kurian, there is real obsolescence and then there is artificial obsolescence. For marketers, creating artificial obsolescence becomes an effective persuasive marketing tool that can help create repeat buyers.

exchange4media Staff Jun 26, 2008 8:31 AM

Making the most of large format events

Vijay Singh, MD, 41 Sercon, writes that large format events are intriguing business – they tend to be larger than life, much talked about, much visited and even glamorous. However, there are very serious business objectives behind the creation of these ‘events’.

exchange4media Staff Apr 2, 2008 8:02 AM

The Lintas saga: Why Prembhai is not Anilbhai or Mukeshbhai

Balki has over the years made a demonstrable difference to Lowe’s creative product. And yet it does seem that Balki and a host of others have been discriminated against if media reports are to the believed. The issue is not about servicing versus creative. Nor is it about money. It is about who matters and whether they should be ignored, writes Ramanujam Sridhar, CEO, brand-comm.

exchange4media Staff Aug 9, 2007 9:33 AM

The mystery of the vanishing agency

Lynn de Souza, Director of Media Services, Lintas India, is known not to pull her punches. In this tongue-in-cheek article, she raises issues about ranking of media agencies.

exchange4media Staff Jul 28, 2006 7:29 AM

The Word-of-Mouth Factor

Sumit Roy, Founder Director, Univbrands, argues that word-of-mouth can be seeded in a variety of ways - events, PR, promotions, direct marketing, out-of-home experiences, etc. He contends that word-of-mouth can be measured and it is free.

exchange4media Staff Jun 30, 2006 7:48 AM

The birth of the Global Indian

In this delightful article, Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai, traces and defends the role of media and advertising in the Indianisation of the globe despite all the whining about the globalisation of India.

exchange4media Staff Jun 1, 2006 7:57 AM

The Changing Indian Woman

In this Pulse report, Kishore Chakraborti, AVP and Director, Consumer Insight, McCann Erickson, takes a look at how the profile of women has been changing over time.

exchange4media Staff Jul 16, 2005 8:33 AM

Thumbs up to choice

In these days of crowding options, are brand endorsers on the losing end for their restrictions in brand hopping? They have the money but no choice. And, I have the freedom but no means to exercise it. The paradox comes alive in the views of Anant Rangaswami, Director, Event Management Development Institute.

exchange4media Staff May 31, 2004 7:17 AM

Unravelling the essence of benchmarking

Subjected to continuous scrutiny by the markets, most companies are becoming alive to the need to emulate best practices of market players rather than operating in a vacuum, writes Sushil Bahl of Nirma Institute of Management, Ahmedabad, in the latest 'Viewpoint'.

exchange4media Staff May 17, 2004 7:24 AM

'India Shining is worth more than a Lion'

Staying clear of the finger-pointing fraternity, Swapan Seth, CO-CEO of Equus Red Cell, doffs his hat to the campaign that has generated much heat. It's a terrific idea executed with perfect timing, he says. Seth comes out blazing with his views on the campaign in this week's Viewpoint.

exchange4media Staff Feb 11, 2004 6:22 AM