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Tag: Future Media

  • BARC appoints Partho Dasgupta as CEO

    BARC appoints Partho Dasgupta as CEO

    Mumbai: It has been in the making for around three years now. But the Broadcast Audience Research Council (BARC) – the Indian media sector‘s riposte to the government‘s irritation with ratings agency TAM – finally seems to be gathering some momentum. It today announced the appointment of Partho Dasgupta as its first chief executive officer.

    The announcement was made by BARC chairman and Zee MD and CEO Punit Goenka. He said: “We are delighted to have Partho on board. BARC is moving ahead aggressively with its plans. Partho has an excellent background in leadership, in successful start-ups, in broadcast, in research, in consumer products and in other industries. He will help us put the organisation in place and roll out BARC’s services in a tight time frame.”

    On his appointment Dasgupta said, “The foot is on the pedal – we have to just start accelerating. On a serious note, I am happy to do another start-up in broadcast and media. The Board is full of friends from the industry and I am looking forward to working with them and make BARC happen.”

    A general management professional having experience in diverse consumer industries and media management experience in print, television and out of home.

    A keen observer of consumer and media trends, Dasgupta is now in the leadership team of Educomp,an education company. His career has been in media and consumer industries where he did large and small startup media projects.

    He also had an entrepreneurial stint where he cofounded a media company. He also advised media startups and venture firms and their invested companies on brand strategies earlier.

    Dasgupta has led startup teams and management teams of Times Now, Future Media, The Economic Times and Times Multimedia.

    IPG Mediabrands India CEO Shashi Sinha is the chairman of the technical committee of BARC.

    BARC was officially launched in March 2012. It aims to set up a transparent and credible television audience measurement system in India, which is expected to give out its first report by March 2014.

    It would be the umbrella body and television audience measurement service providers like TAM Media Research, a joint venture of Nielsen and Kantar, will function under it for the purpose of providing ratings.

    BARC is 60 per cent owned by the Indian Broadcasting Foundation (IBF) and 20 per cent each by the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA).

  • Marketers eye India’s burgeoning youth population

    Marketers eye India’s burgeoning youth population

    MUMBAI: India‘s burgeoning youth population is the core attraction of every marketer. And reshaping the marketing industry is the fact that 65 per cent of the Indian population is youth, which is expected to grow by more than 47 million by 2020.

    Uninor (Unitech Wireless) corporate affairs executive vice president Rajiv Bawa affirmed that despite his company being the 13th in the Indian telecommunications market, it did well by targeting the Indian youth population.
     
    Uninor‘s slogan of “ab mera number hai” was conceived for the youth.

    “Since inception, we have used every marketing tool and strategy to attract the youth,” said Bawa, while speaking at the third Global Youth Marketing Forum.

    Future Media CEO and Future Group president – customer strategy Sandip Tarkas agreed that youth would dominate the economic scene in India for a very long time. He asserted that the youth in India is westernised but still respects Indian values.

    “Though Indians just like their Western counterparts want to be part of the sub-culture, they still respect their parents and aren‘t really rebellious,” he averred. 
     
    Tarkas also said that many retail shops are today built for the youth – at least most of them have a section for the young ones. Latest technologies, fashion and music are a part of this offering.

    Speaking on youth revolution in the mobile handset industry, BYOND Mobiles marketing and sales vice president Shripal Gandhi said the power of youth population has encouraged them to create handsets meant for the young. He said that his company‘s handsets have features like high-battery life, games and music, which is most desired by the young.

    Gandhi also emphasised the importance of North-eastern part of the country, which he referred to as a “virgin” market with lot of opportunities.
     
    BBDO / Proximity India chief executive officer Ajai Jhala explained the country‘s youth in a very philosophical manner. Before Independence Indian youth had the ambition of gaining independence for the country. Post Independence due to Socialist-styled economy, that motive was transformed into fighting the corrupt system and red tape.

    After liberalisation, this was changed forever, Jhala said. “Today‘s youth is now more self-centred and wants to know ‘what in it for me‘. Indian youth has become more practical and materialistic,” he elaborated.