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Tag: 90 per cent

  • 90 per cent of US households to have digital TV by 2009

    MUMBAI: Digital TV in the US is reshaping whole industries, and almost everything is about to change. Digital technology will ensure that TV broadcasting and its associated business models will undergo a massive change, the form of which will be governed by the consumer.
     
     

    That is the outlook from eMarketer’s new report US Digital TV: Think Outside the Box, which forecasts that by the end of 2009, nearly 90 per cent of all households will have digital TV, assuming that analog TV signals in the US will be switched off by the end of 2009. If a TV household has not subscribed to a digital TV service from a cable or satellite provider or purchased appropriate equipment, they will be unable to watch TV. With this TV-less threat looming, digital TV acceptance is expected to rise rapidly over the next five years.
     
     

    The digitisation of television signals is driving fundamental changes in the ways viewers receive TV content. From viewing clips on mobile phones or laptops, never before has the phrase ‘think outside the box’ been more apt than in the developing digital TV sector.

    eMarketer senior analyst and the report’s author Ben Macklin says, “Online entertainment is compelling because Internet users can access the content they want when they want it. The viewing experience on a PC is still far inferior to the TV, but bandwidth and technological improvements will inevitably solve these issues. So it’s somewhat irrelevant to argue whether the PC or the TV will be the primary media hub in the future. It’s the Internet that’s the driver of change, and when you break things down to their component bits, as digital technology does, then the PC and TV will just be two of many nodes on which Internet users access the content, applications and services they want, when they want them.”

  • 90 per cent of Indian kids want to be famous – IMRB study

    MUMBAI: The latest BRANDchild research conducted by Millward Brown and IMRB, shows that pester power is spreading its tentacles far and wider than previously thought. Millward Brown marketing and business development director Jamie Lord and IMRB senior vice president Neerja Wable presented the highlights of the just released study at the Kid Marketing Forum held in Mumbai on Tuesday.

    The key findings include
    · pester power is merely the tip of the iceberg. The influence extends more than has been assumed thus far.
    · Kids and adults form a relationship with a brand in much the same way.
    · Kids’ influence decision making on categories beyond those just meant for ‘kids’

    By 2030, in the markets studied, there will be 800 million tweens. BRANDchild research shows that six in 10 kids pester an average of nine times even after the parents say ‘no’ to a particular request.

    Kids in the markets surveyed view an average of 20,000 every year, and the heartening aspect of this for advertisers and media planners is that most of these are affluent, there are more of them than in the past and their lifetime spends are going to be huge.

    “A good product is not enough,” reasons Jamie Lord, “It is tapping the emotional need that provides the bond.”

    The data for the study, culled over five years after interviewing 100,000 kids every year across 35 markets in the Asia Pacific, including cities like Sydney, Hong Kong, Tokyo, Manila and Mumbai threw up some interesting findings.

    · Recognition of corporate logos happens at the age of six months
    · Brand name requests begin by the age of three years
    · Differentiating between brand values happens by the age of 10
    · Brand loyalty begins by the age of 11
    The study, undertaken among children belonging to the SEC A and SEC B classes, however made a pertinent conclusion. Kids are 40 per cent loyal to brands than adults. Brand loyalty, says Lord, increases sharply from age 10 and declines irreversibly after age 40. The study also noticed fundamental shifts in brand attitudes over two years, noticing that 51 per cent of kids are changing their relationship with brands in two years.

    Across markets, the study found that peer pressure is a great driver of brand loyalty. The percentage is as high as 81 per cent in countries like India and China, followed by Germany at 71 per cent. While analysing attitudes, the study found that ‘being safe’ ranked higher than ‘having fun’ , with 92 per cent of Indian kids opting for ‘being safe’ as against 86 per cent who prefer ‘having fun’.

    Tweens also differ in other attitudes across countries. In India, kids rated deference to customs and traditions at a high 80 per cent, followed by ‘being important’ at 73 per cent and ‘being better than others’ at 66 per cent. Indian tweens, notes IMRB India vice president Neerja Wable, are more creative, optimistic and fashion conscious leaders of the future, as compared to their counterparts overseas. “90 per cent of them want to be famous, as against 60 per cent of US kids who express similar views. 92 per cent of Indian kids are keen on inventing and creating new things, and an enthusiastic 80 per cent look forward to growing up.

    Interestingly, in two out of three categories, kids and adults tended to bond to the same brand. The degree of bonding is however less intense in children than in adults.

    Wable says that while kids do influence purchase decisions of products they use, 58 per cent of kids globally said that their parents ask their opinion before making a decision on a non-kid category too. Wable points out that this holds true even in rural India where often, the child is the only literate member on whom the family relies for information. The study shows that in India, bonding with adult categories is on the rise with 71 per cent of Indian kids saying they influence their parents’ decision when buying a car.

    Globally, the study shows, nine out of 10 urban tweens love to watch TV, have a TV set in their bedroom and that the television is a major source of information for motor vehicles. One out of every kids would rather read a magazine than watch TV, 46 per cent love surfing the Internet and only 12 per cent have their own mobile phones. In India, the numbers are lower, but the direction is the same. Nine of 10 Indian kids love watching TV, one of five kids have their own TV and one of three kids would rather read a magazine than watch TV.

  • Deccan Chronicle acquires 67 per cent in Asian Age, takes stake to 90 per cent

    MUMBAI: Deccan Chronicle Holdings Ltd (DCHL) has acquired 67 per cent stake in Asian Age Holdings Ltd for Rs 171 million, scaling up its holdings in the daily newspaper to 90 per cent.
     
    DCHL, which publishes the Deccan Chronicle newspaper, has bought out Zee Telefilms’ 15 per cent stake Asian Age Holdings. The other shareholders from which DCHL has acquired equity are MJ Akbar (26 per cent), United Breweries (23 per cent) and T Venkattram Reddy (3 per cent). Earlier DCHL had held 23 per cent in The Asian Age, a daily newspaper published simultaneously from New Delhi, Mumbai, Kolkata, Bangalore and London.

    The revenue and the brand ownership will be transferred to DCHL, with the Asian Age Brand expected to contribute Rs 750 million to Rs 1000 million to the top line by Fiscal 2007, the company informed BSE.
     
     
    “The acquisition of Asian Age will transform DCHL into a National player with presence in the large advertising markets of Mumbai and Delhi in addition to presence in Kolkata, Bangalore and London,” says DCHL managing director T Vinayak Ravi Reddy.

    Zee Telefilms had picked up 15 per cent stake in Asian Age Holdings in 2001. Currently, Zee is planning launch of a news daily in Mumbai with Dainik Bhaskar as the joint venture partner.