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  • Coronavirus fallout: MWC cancelled; HK FilMart postponed

    Coronavirus fallout: MWC cancelled; HK FilMart postponed

    MUMBAI: The Wuhan-originating coronavirus is leaving its impact on industry confabs in Europe and Asia.

    The Mobile World Congress which was scheduled to be held from 24-27 February in Barcelona was cancelled yesterday, following the pullout by a large number of partner companies, with concerns over the spread of the viral menace. LG, Ericsson, Nvidia, Intel, Vivo, Nokia, Amazon, Sony are some of the major players who decided to give it a skip.

    Chinese companies are some of the major participants in the Mobile World Congress and with many embassies in China refusing to issue visas to travellers, many of them would not have been in a postion to attend.

    Keeping all this in mind, the GSMA – which organises the congress – decided to cancel it for the year.

    Then the Hong Kong Trade Development Council (HKTDC) announced on 13 February that it would push forward the dates for its Hong Kong International Film and TV Market (FilMart) 2020 from 25-28 March to 27-29 August 2020.

    “The safety and well-being of our exhibitors and participants has always been our priority,” said the HKTDC in a note sent out to participants. “The decision is made in response to the preventive measures taken by the Hong Kong SAR government and health authorities worldwide to contain the novel coronavirus epidemic. Your admission badge record will still be valid for the postponed FilMart 2020. Details will be announced later.” 

  • Laqshya Media creates outdoor campaign for LG Air Purifiers

    Laqshya Media creates outdoor campaign for LG Air Purifiers

    MUMBAI: Laqshya Media executed an outdoor media campaign for LG Air Purifiers.

    The campaign was held at Delhi and Bangalore Airports and commenced from 1 October 2018. The campaign witnessed a great number of eyeballs as the main aim was to attract multiple audiences who travel via flights during this festive season and thus increasing its brand awareness for LG Air Purifiers.

    LG Air purifier offers powerful filtration that reduces the harmful substances in the air, these innovative purifiers leave your home feeling fresh and clean, while potent sterilisation removes floating viruses and germs in the air. LG PuriCare Air purifiers keeps the space clean and comfortable. From sleek designs to powerful performance and circulation this innovative range of air purifiers are designed to make the air clean and fresh to breathe.

    Laqshya Media installed a plethora over 312 digital screens at all terminals of Delhi. The LG Air Purifier commercial was displayed in the digital screens where the commercial used 1/3rd of the space whereas the rest of the space is utilized to display Live Air Quality Index (AQI). Laqshya’s scope of work also comprised displaying the product placement and branding in premium plaza lounges; out of which two of them were displayed in Bangalore and four of them in Delhi. With a well-planned thought, the product is strategically displayed at the food joints and near smoking rooms at Delhi Airports which includes nine units at Terminal3.

    LG Electronics director home appliances and air conditioners Youngnam Roh says, “Health and hygiene are key concerns of consumers and they are looking for solutions to improve the same. Air quality has been of pressing concern for consumers, based on this insight we have developed the latest LG air purifiers, with PM 1.0 Sensor. This distinctive feature purifies even super-ultra dust particles from the air. We wanted to create an eye-catching installation and believed that Laqshya will fit the bill perfectly. The installation of the air filter by Laqshya Media Group, at Delhi and Bengaluru International Airport has now become one of the biggest indicators and has given us an opportunity to celebrate our brand with our customers.”

    Laqshya Solutions COO Amarjeet Singh Hudda adds, “It is a privilege to be associated with LG. They are a great brand to work with. The team is extremely passionate and were very helpful in translating the brand needs to us and ensuring that our team could get the same ethos depicted for their campaign. Their brief was very well- defined and they were clear in their objective which helped us suggest solutions to them. The synergies also helped attain a very high visibility for the brand and a lot of buzz.”

  • The rising trend of coopetition among brands

    The rising trend of coopetition among brands

    MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

    Companies are willing to do anything today, including riding along with other brands just because it will benefit them. Coopetition essentially involves one company advertising through another company, so that each can benefit from the brand loyalty and reputation of the other. It is also called brand partnership and the term is relatively new to the business vocabulary and is used to encompass a wide range of marketing activities involving the use of two or more brands.

    An early instance of co-branding occurred in 1956 when Renault tied up with French jeweller Jacques Arpels to turn the dashboard of one of its newly introduced Renault Dauphines into a work of art. A unique case of coopetition was when Burger King made a proposal to archrival McDonald’s to create a unique burger McWhopper but Ronald McDonald frowned on it.

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    The most infamous case was the success story of Samsung and Sony partnership back in 2004. Two competitors who operate in the same television manufacturing business decided to come together in a joint venture to develop and produce LCD panels for flat screen TV sets. Teaming with a rival produced two innovations, knocking down other competitors from their positions and more than doubled the combined market share of these two companies. The companies ended their partnership of liquid-crystal displays for televisions in 2011.

    Although a common practice internationally, the phenomenon is fairly new in India. The most acknowledged has been Ariel washing powder and LG washing machine coming together for a brand alliance. The partnership was strengthened by a TVC that showcased LG as the best washing machine to wash your clothes using Ariel washing powder.

    Indian two-wheeler motorcycle company Hero Group and Japanese Honda Motor Company entered a joint venture to set up Hero Honda Motors Limited in 1984. The joint venture not only created the world’s single largest two-wheeler company but also one of the most successful joint ventures worldwide. But, on 16 December 2010, the companies signed an agreement to dissolve their partnership.

    We have also witnessed telecom companies partnering with handset manufacturers to strengthen their position jointly in the market. This results in an increased sale of handsets and mobile network subscribers. In 2017, Sunil Bharti Mittal-led Airtel launched Android-powered 4G smartphones in partnership with Karbonn Mobiles. Domestic handset maker Micromax and Vodafone also came together to offer a smartphone at an affordable price hence increasing the mobile and network penetration in smaller markets.

    The latest addition to the list is sanitaryware Parryware joining hands with toilet cleaner Harpic to educate and promote imperative lifestyle habits. Emphasising the need for hygienic and clean toilets, the duo has even jointly launched a television commercial which revolves around the need to keep toilets sparkling clean and germ free for maintaining hygiene as well as longevity, while showcasing bathrooms as an important factor that drives health and well-being of consumers in their living spaces.

    Additionally, various food delivery apps have also been tying up with cab hailing services and e-commerce websites tie-up with mobile handsets as an exclusive seller such as OnePlus with Amazon. Although the trend is fairly new, it is an interesting space to see two brands coming together to achieve marketing and revenue goals together.

    Also Read:

    Indian TVCs that rapped with consumers

    The attention grabbing gimmick of comparative advertising

    Why do we lack animated ads despite their popularity

  • LG astronaut becomes the most watched ad in India this year

    LG astronaut becomes the most watched ad in India this year

    MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views. While each of the ad stood out for its own unique story, some of the common themes this year were festive and emotionally engaging content.

    Additionally, 2017 Leaderboard saw a mix of long format and short format ads hitting the right chord with the audience and pointing to YouTube’s ability to adapt to all storytelling formats.

    The number one spot on the list was by LG, with more than 100 million views, celebrated its 20th anniversary in India, showcasing a mother daughter video with a delightful message that touched the heart of billions of customers. Deepika Padukone continues to be the favourite with her Goibibo ad garnering close 20 million views and taking the second spot. Following close on the heels was Dettol’s MaaMaane Dettol ka Dhula talking about the importance of health and hygiene.

    Here are the YouTube Ads Leaderboard 2017 Top 10 ads:

    1. LG

    2. Goibibo

    3. Dettol India

    4. Panasonic Smartphones

    5. Amazon India

    6. Gionee India

    7. Sunfeast Yippee!

    8. Center Fresh India

    9. Airtel India

    10. Bingo!

  • YouTube launches TV app in the US to better serve in-home viewing

    YouTube launches TV app in the US to better serve in-home viewing

    MUMBAI: YouTube continues to march into traditional TV’s domain. Earlier this year, it launched its 40 channel bundle in the US for about $35 in certain markets. Along with some originals, the personalisation and recommendation has helped its content consumption skyrocket. Using Chromecast, viewers in 50 markets in the US can now watch it on their TV sets, apart from wirelessly watching it on their tablets, their phones and their computers.

    But that was a thing of the past: it has just announced the launch of its own YouTube app which will first be available on the Android app store for any Android TVs and Xbox Ones, followed by releases on Apple TV, Roku and smart TVs from Samsung Sony and LG.

    Why did the streaming service-turned- cloud pay TV operator have to take this route? YouTube executives state that customers insisted that they wanted it on more fixed devices, especially in US living rooms which are primarily TVs. Data showed that despite the mobile first option, living room is still the hub of entertainment.

    Additionally, it is just protecting its turf. Traditional advertising on desktop browsers is sliding, and mobile ads are picking up the slack, even as viewers are continuing to consume content in living rooms on their TV sets. By launching an app for its YouTube TV, it will be able to capture some more ad dollars is the reasoning.

    The YouTube TV app has an in-depth programming guide. Each channel has a page which features the top programmes, a zapper sidebar lets you scroll through channels even as a you watch a show of your own. And what’s most important is the voice enabled search which allows you to talk to your TV set.

    The YouTube TV app built for actual television sets doesn’t cut any of the features you find on the mobile version, but it does add a bunch of new ones. Mobile didn’t feature an in-depth programming guide, but the living room experience has one, so you can see what’s playing a few hours in the future. There are also channel pages that show off top picks from network partners. The programming team built the app in HTML so it can easily be ported onto any device without having to recreate it for other operating systems of other smart TVs.

    Recent data releases from YouTube have revealed that close to a billion hours of video are being watched every day. Mobile viewing accounts for 600 million; desktop is at 300 million hours, while TV accounts for 100 million hours. But the last is growing at a rapid 70 per cent per annum; hence the YouTube App will only see it accelerate faster.

    Clearly, the battle for viewers eyeballs with traditionally delivered cable TV is only going to get more intense. When the service will arrive in India is not known. But it’s something that both India’s struggling cable TV MSOs and operators need to keep a close watch on. Google, with its billions of dollars in cash reserves, can turn on the switch in a second. And that might be too late for the low-on-cash Indian cable TV distribution system.

  • Airtel Digital and LG tie up, redefine home entertainment

    Airtel Digital and LG tie up, redefine home entertainment

    MUMBAI: Popular brands are coming together to share a symbiotic relationship.

    Airtel Digital TV, the DTH arm of Bharti Airtel, and LG Electronics India have announced an exclusive partnership to redefine home entertainment experience by bringing the best of online and satellite TV content to customers.

    Valid till 31 October, 2017 in select cities, on purchase of a new Internet TV along with the LG panel TV, customers can enjoy benefits of up to 25 per cent.

    Customers purchasing 43-inch and above LG UHD or OLED panel TV, will now be able to add to their ultra high-definition TV experience with Airtel Internet TV – India’s first 4K hybrid STB that offers online content plus over 500 TV channels.

    Airtel ‘Internet TV’ comes with inbuilt-Wi-Fi receiver, Bluetooth based remote control and is integrated with Google voice search feature. Customers can discover their favourite content by simply speaking into the remote and choose from a variety of content sources.

    Airtel ‘Internet TV’ STB enables live TV shows to be paused, recorded or even rewind on connected USB-drive (external HDD). Internet TV supports many digital output ports for consumers to enjoy Dolby ATMOS experience. Inbuilt Bluetooth allows users to connect their speakers or Bluetooth headsets for best-in-class experience.

    Airtel Internet TV requires a broadband or a 4G hotspot connection with a minimum recommended speed of 4 Mbps. Airtel Internet TV customers can also get additional 25GB with their Airtel Broadband plans via MyAirtel App.

  • LG launches #HungerFreeIndia campaign

    LG launches #HungerFreeIndia campaign

    MUMBAI: LG Electronics India has launched the initiative #HungerFreeIndia, dedicated to help eradicate Food Wastage in India. This campaign is inviting the whole nation to come forward and take pledge to avoid food wastage and thus, help eradicate hunger.

    It is astonishing to note that one in seven people in the world are undernourished, and 40 per cent of food produced in India is wasted. The campaign aims to change the basic thought of how food generally is disposed off without a second thought, while we live in a world where 50 per cent of food across the world never reaches the hunger-stricken.

    LG Electronics India MD Kim Ki Wan said, ‘’This campaign is yet another gesture from us to showcase our deep care for the Indian society. We want to bring a positive change in the behaviors of people, their eating habits and encourage them to be a more responsible society collectively.’’

    LG CMO Amit Gujral said, “We will create various touch points wherein people will have a greater opportunity to contribute their bit towards the cause of preventing food wastage.”

  • LG & SES to demonstrate 4K high frame rate tech

    MUMBAI: SES and LG Electronics will demonstrate OLED TV’s cutting-edge 4K High Frame Rate (HFR) broadcast at the tenth SES Industry Days conference in Luxembourg on 16 & 17 May.

    The 4K HFR content will be transmitted live via an ASTRA satellite at 19.2 degrees East and displayed on LG’s OLED TV, using prototype HFR software. This demonstration will offer visitors the opportunity to experience the highly-improved picture quality of next generation 4K HFR broadcast content.

    HFR is a new broadcast technology that enhances the quality of 4K Ultra HD delivery by increasing frames per second (FPS) up to 120, the maximum for broadcast content, compared to most current technology which typically supports 50 FPS content or less. The enhanced FPS rate is particularly beneficial for fast action such as sports with lifelike, highly fluid images, while eliminating motion-related picture degradation found on conventional TVs such as motion blur and judder.

    In addition to display manufacturers, such as LG, global broadcasters and content providers are also preparing for the launch of the second phase of Ultra HD using the DVB UHD-1 Phase 2 specification, which features 4K HFR technology. The UHD-1 Phase 2 standard includes other cutting-edge technologies such as High Dynamic Range (HDR) and Next-generation Audio (NGA).

    “We are very excited to demonstrate just how effective LG’s OLED TV is as a platform for 4K HFR and other high grade content,” said Sam Kim, senior vice president and head of TV product planning at the LG Home Entertainment Company. “LG is committed to offering consumers around the world the latest in TV technologies and High Frame Rate on OLED TVs must be seen to be believed. Watching 4K HFR content on an OLED TV as it’s being transmitted in real time by ASTRA’s satellite is a great example of pushing the limits of current TV technologies.”

    “SES has been steadily pushing forward the development of Ultra HD, and the Industry Days event has always been an excellent platform to showcase new TV technology,” said Thomas Wrede, Vice President New Technology & Standards at SES. “High Frame Rate will be an important step towards further enhancing the quality of Ultra HD satellite transmissions, in particular for sports and reality TV events. Our continued partnership with LG Electronics is important in setting the broadcast standards of tomorrow and pioneering future TV technologies, and we are very pleased to work with LG Electronics on such an important milestone

  • Smart TV & streaming device makers may collaborate as race intensifies for on-demand content: F&S

    MUMBAI: Growing preference for over-the-top (OTT) content is catalysing demand for streaming media devices and smart TVs. The market, which slowed down during 2014-15 fiscal, is now ready to match consumer expectations by offering seamless accessibility to on-demand content through a new generation of competitively priced streaming devices. Major market contenders are embracing strategic collaboration to increase their footprint. For instance, smart TV manufacturers such as Samsung, TCL, LG, Sony and Panasonic are developing apps in collaboration with streaming media device manufacturing companies such as Roku, Apple and Amazon.

    “High-efficiency video coding (HEVC), 4000 pixels (4K) and high dynamic range (HDR) will drive sales and shorten upgrade cycles, but competition will continue to intensify,” said Frost & Sullivan’s Digital Media Research Analyst. “Their agility and ease of replacement continue to provide streaming devices a distinct competitive edge over smart TVs.”

    Global Smart TV and Streaming Media Devices Markets, Forecast to 2021, a part of Frost & Sullivan’s Digital Media Growth Partnership Service program, finds that the smart TV market, which stood at 190 million devices in 2016, will grow at a compound annual growth rate of 5.1% between 2016 and 2021, even as the price per unit steadily decreases. Google, with 33.1% share, will lead the streaming media devices market, followed by Apple with 31.% and Roku with 15.2%.

    For complimentary access to more information on this analysis and to register for a Growth Strategy Dialogue, a free interactive briefing with Frost & Sullivan’s thought leaders.

    While the streaming media devices and smart TV market is meeting consumer expectations in terms of ease of viewership and usability, it has not yet been able to offer a unified and intuitive search facility. Further, frequent updates are required to make the user interface of consumer-facing devices seamlessly operable. As a result, consumers find it difficult to use the devices to their full potential, which, in turn, can dampen interest in these services.

    “The primary screen will continue to play a dominant role in content consumption, but content will increasingly be discovered and played back from devices other than the set-top box,” observed the analyst. “The key to capitalising on this demand is to refine user experience and content inventory on connected devices to be at par with the quality and consistency of a fully managed experience.”

  • LG, Sony to stop making 3D TV sets

    LG, Sony to stop making 3D TV sets

    MUMBAI: At one stage it was touted as the future of television. Thanks to the stupendous success that James Cameron’s 3D version of Avatar achieved at the box office with its spectacular 3D graphics and colors. A rash of manufacturers rushed in rolling out 3D TV sets which could be watched with either wearables or with a screen to make the images jump out at viewers. 3D channels by DirectTV, Sky, ESPN, Comcast, Sony and other players in different parts of the world were launched.

    But 2017 will be the year when 3D TV was given a quite burial or cremation if you so like. The world’s largest manufacturers of TVs – LG, Sony – informed CNET last week that they were going to stop integrating 3D capabilities into the TV sets they manufacture from 2017.

    The reason: the technology required viewers to sit stationary and view the programming from a specific angle. Which consumers did not buy into at all.

    The channels that were launched were shuttered quickly but 3D TV capabilities continued to be offered by manufacturers. Until this year, that is.

    “3D capability was never really universally embraced in the industry for home use, and it’s just not a key buying factor when selecting a new TV,” said LG’s director of new product development Tim Alessi, to CNET. “Purchase process research showed it’s not a top buying consideration, and anecdotal information indicated that actual usage was not high. We decided to drop 3D support for 2017.”

    Manufacturers will now be focusing on 4K, UHD, HDR and smart TV features going forward.