ITV

Tag: B

  • TV also for info, 62% kids feel & 50% access Net independently: Kantar IMRB

    MUMBAI: In an attempt to delve deep into the Indian kid’s market and understand their interaction with their environment, Kantar IMRB has launched its annual property KidScan.

    The study draws up a holistic report on how kids consume brands – with a special focus on food, beverages and related categories. A segment on how media is consumed – with a special focus on television and emerging media also forms an integral part of the study. It also unearths the level of peer influence and its implications on the kids’ purchase & consumption, their ambitions, key drivers and barriers to choice, lifestyle, the amount of pester power they yield, parental pressure and much more. In a nutshell KidScan serves the purpose of a handbook for marketers relevant to the space.

    The quantitative study combines innovative approaches utilizing both face to face and self-filling questionnaires. The findings are derived from a robust sample size of 2500 kids in the age group of 5 years- 14 years and an equal number of parents, belonging to New SEC A, B & C households, spread across 14 cities in the country.

    The study also highlights the real time record of kid’s regular activities and analyzes the communication conundrum to get the brand message across. This study shows that kids act as brand consultant for categories that are targeted to them as well as for big ticket brands operating in categories like consumer electronics, automobiles, etc.

    To better understand the kids’ views on the outlook for retail industry, this study shares some insights like 69% of the kids thinks it is important to wear latest fashion. It also breaks the clutter in the market which helps brands to deliver the target message across.

    The study also seeks to understand the product trends of different industries. Advertising also plays a huge role to shape kids’ preferences and influence them to buy brands. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice. Same goes for the Digital and Television categories, where 62% of the kids feel that TV is not only for entertainment but also a source of information. For example, 63% of the kids watch English channels to improve their English. The study found that in Digital category, 17% of the Kids who use internet, have accounts on Facebook and they mostly use Facebook for Chatting (15%) and 55% of internet users feel internet is a close ‘buddy’.

    With the ability to demonstrate how kids act as brand consultants / active agents, Kantar IMRB’s KidScan is a marketers’ minefield of information.

    Key Learnings

    1. Wearing Latest Fashion is Important for 69% of the Kids
    2. Deciding what to wear evokes a feeling of confusion in 41% of the kids
    3. 62% of the Kids feel that TV is not only for entertainment but also a source of information
    4 77% of the Kids feel that it is important to save money for the future
    5. 1 in 2 Kids access Internet without anyone’s help
    6. 4 in 10 kids watch serials even when their mother is not watching
    7. 63% of the kids watch English channels to improve their English
    8. Kids spend 48 minutes on an average school day and 60 minutes on a holiday using a mobile phone/tablet
    9. 63% of the Kids spend their pocket money on biscuits
    10. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice

  • MTV Campus Diaries: Connecting dots between colleges

    MTV Campus Diaries: Connecting dots between colleges

    MUMBAI: Which is the hottest place in the college? Where do you sit and share jokes? Where does the college band jams? Which is the most romantic place in the college? MTV is all set to uncover stories from every campus across the country with B’lue MTV Campus Diaries, an on-ground initiative.

     

    Mid-last year, MTV had launched the massive 365 days long college connect program to unveil what makes college life fun and partnered with youngsters to turn their campus stories into legends.   

     

    The youth channel has spread the property to 200 plus campuses across 11 cities through monthly engagements, vignettes on TV, microsite and social media which has made it live 24*7.

     

    MTV India head marketing, media and insights Sumeli Chatterjee believes that the main aim is to build a connection between the colleges. She believes that in India there are lots of colleges and campuses but no centralised platform where they can meet and connect with each other.

     

    “Each campus has its own social media page and each city has its social media platform somewhere where all colleges meet and share stuff, but at the national level there was something missing. So, we at MTV thought of bridging that gap by building a platform which will allow the colleges to showcase their talent and collaborate with each other.”

     

    Elaborating that it is more than a college festival which sees numerous colleges coming together to compete, Chatterjee says, “Campus Diaries is not about competition. It is a reflection of college life across the country. It is not 10-12 or 50 colleges, but here we are talking about 250 colleges which are a part of it.”

     

    Unlike a show, where there is a procedure like call for an entry, show theme etc, the Campus Diaries has taken a different path. It engages with its TG through a series of fun engagements across cities and colleges, which include dance-mobs, fresher’s parties, college face-offs, celeb-diaries and many more.

     

    “We as MTV decided to throw a fresher’s party in MTV style. MTV would be funding, organising and hosting the party,” says Chatterjee while elaborating, “Freshers were expected to throw in some creative ideas and each college had to earn their own MTV Fresher’s bash. Students needed to be creative and share their idea of coolest fresher’s bash to impress MTV.”

     

    And, MTV did get impressed with 4 colleges across 4 cites and together with B’lue hosted the craziest fresher’s bash for the winning colleges across Mumbai, Pune, Kolkata and Ahmedabad. These parties were covered on TV as well as digital.

     

    Chatterjee believes that being in college and studying is very different from visiting and re-visiting the college. “It actually captures the stage that you are in the college, captures insecurities, apprehensions, optimism that the college fraternity has. You would see certain distance that will come from a Calcutta college versus a Delhi college versus a Bangalore college. One can also see things which are very similar.”

     

    On the buzz part, Chatterjee joys over the fact that previous year it was more like MTV reaching out to them because it was connecting to them saying that we are really excited to be a part of the college, do you want us there? “They have seen us with them one year, this year it is more of them calling us and saying why don’t you come and visit us now as some interesting thing is happening now?”

     

    This year the channel has also got in a celeb corner called ‘Celebs school’ wherein it will talk to celebrities and get-to-know how were their college years.

     

    Is it a difficult task to manage? “Anything that you need to manage 24*7 needs a lot of commitment. Especially you are talking to a college student and you are talking to them about their life which they know more than we,” shares Chatterjee.

     

    She believes that the easiest part is there are lots and lots of stories to capture and that bag of stories does not get over ever. There is a lot of commitment in terms of resources and brand to commit to this particular program. “It is a place where MTV wants to have a sustained presence to and a presence that is inclusive,” signs off Chaterjee.  

  • I&B ministry helpless on high music royalty

    I&B ministry helpless on high music royalty

    NEW DELHI: The government has literally washed its hands off radio FM players’ plea on high music royalty fee.

    In the absence of a single collection agency for music rights fee from FM radio stations, mangers of the 287-odd new FM frequencies had asked the government to intervene and help form a single company for music rights collection as this vexed issue was threatening to throw many a business model off gear.

    An official of the information and broadcasting ministry said, “The issue relates to IPR, which is in the domain of the human resources development (HRD) ministry. We cannot intervene on every aspects of a business.”

    The official added that the concerns of the private radio FM operators have been conveyed to the HRD ministry and now it’s up to it to do address the issue.

    Explaining further the I&B ministry’s helplessness in this regard, the official said, “Our business is to frame a regulatory framework. We cannot really help if other aspects of the business (in this case FM radio) fall within the jurisdiction of other government agencies.”

    Why is the music rights issue snowballing into a major controversy? First, multiplicity of organizations that claim to be protecting the rights of performing artistes and their works and second, the absence of a regulator, which could go into such matters in details quickly to come out with feasible solutions.

    For the FM radio companies, the music rights fee could well range between Rs 1.2- Rs. 1.5 billion this year and could touch Rs 7 billion by 2010 as operations expand and new programming lineups are rolled out.

    The new FM operators have also urged the I&B ministry to help rationalise the music right rates for A+, A, B, C and D category cities on the lines of target population as opposed to the fixed fee regime currently practiced.

    According to the Association of Radio Operators of India (AROI), since the levels of operations would differ from city to city, paying a flat fee for music rights for smaller players would not make business sense.

    According to AROI convenor Rajiv Misra, if a FM operator with a licence in Hissar (population approximately 150,000) in Haryana state, for example, pays Rs. 5 million as music royalty for basically film and Indipop songs, the “overheads would increase dramatically.”

    AROI had suggested in a petition to the I&B ministry that music fees should be graded on the lines the cities had been graded for licences, depending on socio-economic factors.

    Presently, to access music, fees have to be paid to the Phonographic Performance Limited (PPL) for sound recordings, Indian Performing Rights Society (IPRS) for musical works and T-Series, a music company that has a huge library of film and devotional music.

    Because most FM radio stations depend heavily on film music, T Series, which began as a small company manufacturing cover versions of popular Hindi film songs, commands the leading market share of over 50 per cent.

    The I&B ministry official while expressing helplessness in intervening in such issues, said these are commercial deals that the industry players should try to sort it out themselves instead of approaching the government.

    Meanwhile, the ministry also made light of AROI’s protest against satellite radio operator WorldSpace seeking clearance for technology that would help it to broadcast terrestrially.

    Pointing out that the government is looking into the issue of WorldSpace, the ministry official said, “Private FM radio operators had existed earlier also and had competed well against satellite radio service. Why is this hue and cry now suddenly when the government hasn’t given any clearance to WorldSpace (to broadcast in the terrestrial mode)?”