Tag: cos

  • Government promises to encourage pvt cos in B’band

    NEW DELHI: The Government has promised to encourage private players in broadband.

    Speaking at the 13th Convergence India, the I&B minister Jaipal Reddy said, “We welcome broadband technology, our own undertaking BSNL is getting into it. We will welcome not only public sector companies but we will also encourage players from the Private sector.”
     

    Addressing the audience, the minister also commented on his favorite topic, that of the broadcast regulator. “The regulator will be totally autonomous and fashioned in the pattern of OFCOM and FCC. These powers shall be enjoyed by a quasi judicial regulatory authority. I am very sure that these powers shouldn’t be given to ministers or else it will make monsters out of the ministers,” added Reddy amidst applause.
     
     

    Amongst other topics covered by Reddy were DTH, Interactive Services and FM Radio.

    Speaking on the sidelines, he stated that the government will encourage as many players in the Direct-to-Home (DTH) service as possible since India provides huge potential in terms of area as well as diversity for such services.

    He said hat the two serious applications (Space TV and Sun DirecTV ) are at an advanced stage of process and will be considered positively provided they are in conformity with the laid down rules and requirements.

    Adding further, he said that the DD’s DTH service provides the only free-to-air platform in the whole world.

    Reddy also said a policy package for the expansion of FM radio has been finalized and would be taken to the Cabinet shortly.

    The package is based broadly on the recommendations of the Amit Mitra Committee, he added. He also expressed the hope that FM radio in the private sector would grow immensely as India provided scope for over 400 such stations.

    Reiterating the Government’s resolve to check obscenity in the electronic media, Reddy said that the proposed regulatory authority for the purpose would be truly autonomous and the Ministry would have a very limited role in its functioning.

    He further said that the issue was still under consideration as to whether there should be a single regulatory body or two different regulators-one for content and the other for carriage.

    Interestingly on being asked by Indiantelevision.com about subsidies in animation and reservation of airtime for animated and dynamic graphical content, he replied, “Presently the pubcaster is not in a strong enough position to consider subsidies or reservation of airtime for animation. However we shall look into it in the future.”

  • Telecom, content cos need to ally for product differentiation

    MUMBAI: The Advertising Club Bombay’s Value Creation seminar on marketing entertainment and their growing inter-dependence last weekend threw up a possibility that telecom, entertainment and content development companies will forge alliances to provide product differentiation and increase penetration in an increasingly competitive scenario.

    Bharti Enterprises director, marketing and corporate communications, Hemant Sachdev, while speaking on “Marketing can have more than fun with entertainment – it can help sell more”, said the real challenge in the future would not be about leveraging the abundant technology but about packaging content and entertainment to cater to the needs of discerning consumers. He added that content tie-ups need not be exclusive arrangements and would entail payment towards intellectual property rights. He urged telecom operators, entertainment companies and content developers to work out a revenue sharing arrangement for a win-win situation.

    Sachdev claimed that the need of the hour in the telecom sector was a 360 degrees experience as against the classical product delivery; redefining the value proposition and going beyond the core product. He added that entertainment would play a vital role in offering a 360 degrees experience and creating value for the consumer. However, the creation of this value must be sustainable on a long-term basis He cited the examples of Walt Disney and McDonald’s that used the complete family entertainment experience proposition to increase sales.

    “Potentially, the Indian consumer has not been exposed to the entire gamut of entertainment opportunities. Effective usage could increase the ARPU (average revenue per user) substantially,” said Sachdev. He stated that wireless data (SMS, SMS-based data, helplines, m-banking, value-added features such as fun messages, cricket updates, astrology, infotainment, entertainment, stock updates, music downloads, ring-tones and logos) would eventually outstrip the traditional voice-based services. He pointed out that smaller countries like the Philippines had shown a tremendous growth of pace in value-added mobile phone services such as anonymous SMS; encrypted SMS; Lotto and sweepstakes; crazy ring-tones (animal sounds); personalized logos and word logos; Wassup happenings around the locality; dream analysis, astrology, predictions, compatibility and others.

    In the case of Airtel, over 60 million SMS messages are sent every day and 50 per cent of the subscriber base uses SMS; the traffic grows by 15 per cent every month; an average of 25 SMS messages per month per subscribers and five per cent of the service revenues are contributed by SMS, claimed Sachdev. The entertainment and financial services account for 75 per cent of all SMS based service traffic. The top ones amongst the others include ring tones (16 per cent) and logos.

    Airtel has used entertainment-based promotions to make an impact on its targeted audiences. This strategy involved the use of contests involving movie tickets and film stars such as Shah Rukh Khan. “Shah Rukh Khan was a living example of our promise “Magic hain mumkin” as he had climbed the peaks of popularity from literally the ground level,” added Sachdev.

    Need a hit? Its all about marketing and entertainment
    TV personalities – good option for advertisers
    Entertainment brands are illusory, elusive and magicalStar India COO Sameer Nair
    Bollywood producers need specialised marcom agencies
    Radio provides unique options to advertisers
    Leo Entertainment capitalises on in-film product placements