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  • Hathway – MSM Media Distribution resolve differences, end dispute

    Hathway – MSM Media Distribution resolve differences, end dispute

    MUMBAI: Multi system operator (MSO) Hathway Cable & Datacom and Multi Screen Media’s distribution arm MSM Media Distribution (MSMMD) have finally put an end to their very public dispute.

     

    Hathway subscribers in phase I and II were greeted with a scrolling message on their screens, which informed them about restoration of MSM channels.

     

    Commenting on the development, a senior Hathway spokesperson told Indiantelevision.com, “We have mutually agreed to renew our deal with MSM in DAS and analogue markets post a meeting yesterday. The MSM bouquet channels have been reinstated in our packages.”

     

    It all started on 14 August when Telecom Disputes Settlement and Appellate Tribunal (TDSAT) had directed Hathway to pay Rs 14.56 crore towards subscription dues to MSMMD for DAS Phase I till the expiry of the agreement i.e. 31 October, 2015 in three instalments.

     

    Hathway in reply to that said that it will not renew the contract with MSMMD for DAS phase II. It may be recalled that this contract between the two expired on 31 March, 2015 and was not renewed by Hathway then.

     

    Commenting on the entire development a senior media observer said, “It’s good that both Hathway and MSM Media have kept the interests of cable TV subscribers in mind and ironed out their differences. A lesson to be learnt from their dispute and the resolution thereafter is that MSOs, DTH players and broadcast networks need to refrain from washing their dirty linen in public. Commercial disputes between two parties need to be resolved behind closed doors and not in the public glare of the media. Using the media for one’s own ends only sends out a bad signal that the industry has yet to mature to government, the regulator and potential investors in India’s video and broadband distribution sector.”

     

    Speaking to this website, Maharashtra Cable Operators Federation (MCOF) president Arvind Prabhu said, “It’s a great move firstly for consumers and secondly for the ecosystem. We are glad that they sorted it out amongst themselves. Having said so, we are now waiting to see how Sony or Hathway compensate the mental and commercial losses of last mile operators (LMOs). Huge number of cable subscribers have shifted to DTH during the dispute. We have given a representation to Hathway from the Aurangabad association but if they don’t do anything, we will go to TDSAT. The ecosystem needs mutual understandings, stakeholders should not let the subscribers suffer because of their individual benefits.”

     

    At the time of filing this report, MSMMD spokesperson was unavailable for comment.

     

    For the time being Hathway subscribers who missed out Messi and Ronaldo dribbling their way through to the nets can enjoy the highlights and wait for the weekend to catch some live LA Liga and Italian Serie A action on Sony Six and Kix for the first time this season. The sports expertise of MSM acquired the broadcasting rights of the two flagship football tournaments this year but before the commencement of the season the two stakeholders landed into dispute which resulted in fans missing the matches.

  • Prime Focus Technologies launches secure screener application for movie studios

    Prime Focus Technologies launches secure screener application for movie studios

    MUMBAI: With awards season around the corner and multiple screeners currently in circulation, Prime Focus Technologies (PFT) will be offering SecureScreener as the industry’s first digital, contemporary and safe screener application.

     

    SecureScreener, a superior substitute to DVD and online channel distribution, is part of Clear, the world’s first and most proven hybrid cloud-enabled Media ERP Suite that virtualises the content supply chain.

     

    SecureScreener provides entertainment companies with a robust alternative to the logistical hassle of shipping DVD screeners, as well as peace of mind that screener content is always secure. The application offers access to content anytime, anywhere, while also providing instant feedback including exactly who has viewed, shared and downloaded watermarked content with the option to further customise with expiration and access settings. Recipients even have the option to view the content offline.

     

    Through Clear’s unbreakable Secure Player, SecureScreener delivers a safe, high-quality viewing experience on a variety of platforms, ensuring a seamless end-to-end experience.The Secure Screener is also available as an iPad app.

     

    The cloud-based application also addresses the financial commitments made by studios by eliminating recurring costs that has no productive use. In fact, it is estimated that for every $20 of direct cost spent on physical screeners, $80 more are lost in indirect costs. SecureScreener provides a solution to this monetary drain, reducing the overall cost of screener distribution.

     

    “As studios continue to grapple with the challenges of security in the digital age, SecureScreener stands alone as the safe, cloud-based solution to piracy threats, providing peace of mind that content is secure. In addition to the threat of piracy, there’s a large financial commitment made each year to screeners, both direct and indirect. SecureScreener reduces costs, while also providing studios with more control over their content than ever before,” said Prime Focus Technologies founder and CEO Ramki Sankaranarayanan. 

     

    SecureScreener is one of five Clear modules addressing specific business challenges to help broadcasters, studios, brands, sports and digital businesses drive creative enablement, enhance ecosystem efficiencies and sustainability, reduce cost and realise new monetisation opportunities. SecureScreener is available as a standalone business solution or bundled together as a Cloud Media ERP Suite with: Cloud MAM, Operations Cloud, Broadcast Cloud and Production Cloud.

  • Viacom18’s live events business sees two-fold increase in a year

    Viacom18’s live events business sees two-fold increase in a year

    MUMBAI: Over the last decade or so Viacom18 has created fresh new ways to connect with its audience and build enduring relationships. The company’s on-ground property Live Viacom18, which has been building innovative IPs, multi-dimensional marketing and engagement platforms, has witnessed tremendous growth ever since it conception in October 2012.

     

    Sharing insights on the business with Indiantelevision.com, Viacom18 Media’s Integrated Network Solutions (INS) senior vice president and business head Jaideep Singh said, “From 2013 to 2014, we’ve doubled our business and this year too we intend to double it. If you look at the whole industry, we are the largest players. What took others five to six years to achieve, we did in a year’s time. Nobody has the ecosystem that we do, and nobody has that kind of IPs that we have. So in a way, we are the leaders in the Rs 400-450 crore market of live events.”

     

    Viacom18 began with 13 IPs and a few events in 2013. It then scaled up to 210 events in 2014 and plans are afoot to expand it to 300 plus events this year.

     

    Singh further informs that the property has been constantly increasing the number of hours of content produced. “The brand, which used to produce 10-15 hours of content when it began in 2013, will produce 50-60+ hours of content this year and that’s huge in the live events industry.”

     

    Live Viacom 18 has properties like Super Sonic, Chuckle Festival, MTV Bollyland, Emerge, MTV Extreme and the awards property, which will be held in the third or fourth quarter this year. Additionally, more than 350 plus artists globally are set to add yet another feather to its success cap.

     

    While Live Viacom 18 is looking to explore with newer formats and enter newer markets, the ultimate aim is to give the audience a better experience, with great artists and bring in the best of the latest technology experience. Singh asserts, “This year we have introduced something new called Spiro, which is an initiative by MTV Indies.”

     

    Live Viacom18, which is a division under Viacom18’s Integrated Network Solutions, currently has presence in about 25 cities and is looking at expanding its footprints to 35 cities this year. When queried as to whether they intended to cater to markets outside India, Singh said, “Given an opportunity, we will explore markets outside India like Middle East Asia and South Asia to begin with.”

     

    Speaking about advertisers’ response to its properties, Singh said, “In the first year, we had about 15 brands on board, then in 2014 we had 40 brands and this year we have 70 plus brands on board. So the response from brands has been overwhelming for us.”

     

    Of the 300 plus events planned this year, Live Viacom 18 has already held 30 events in the first quarter of 2015. What’s more, the team is all prepared to handle the pressure. Asked whether the company was looking at beefing up its team, Singh said, “No we are not beefing up our teams. We have separate teams for our properties and hence there is focus among them and they are all set and excited for the line up of events.”

     

    On the marketing front, Live Viacom 18 will leverage its advantage of being a broadcaster and its digital presence to engage with audiences. Additionally, the traditional forms of media like print, radio and OOH will also be used to gain marketing traction. All in all, the company will roll out a 360 degree integrated marketing campaign, which will be executed across properties.

     

    Apart from this, the company also has an innovation up its sleeve. A tie-up with US-based technology company Mixify will help Viacom18 bring in artists to perform on video without them being present physically. With this technology not only will they increase their fan base but also create a lot more engagement in multiple cities at the same time.

     

    Highlighting three key trends that the industry was moving towards, Singh said, “The first one is towards more and more live entertainment events with newer formats. Secondly, there’s been an increase in consumer spends and thirdly consuming merchandise.”

     

    Singh informed that currently LIVE Viacom18 is not active in the merchandising front, but it is an avenue that the company will explore going forward.

  • ESPN cricinfo gears up with exclusive content for IPL 2015

    ESPN cricinfo gears up with exclusive content for IPL 2015

    MUMBAI: Riding on the popularity of the on-going Pepsi Indian Premier League (IPL) season eight cricketing tournament, ESPNcricinfo is looking to engage fans with a host of exclusive videos and special content dedicated to comprehensive IPL coverage on the website.

     

    First in the list of this content is The Huddle that features former India cricketer Ajit Agarkar and former New Zealand bowler Iain O’Brien in conversation with ESPN cricinfo talent delivering pre and post-match analysis of each game of the IPL. A 15 minute live preview will be available daily at 7.45 pm along with a post-match analysis. The guests will dive into predictions, player performances, stats and milestones and more.

     

    Additionally, a video show called On The Road, which began during the ICC Cricket World Cup, will continue through the IPL as well. The travel and features video series allows fans to engage with the IPL through a micro-site featuring multi-media content, social media integration and user generated content. The micro-site will feature a mix of daily and weekly content that will further be amplified on social media platforms like Facebook, Google+, Twitter, Vine, Instagram and YouTube. Additionally, the series will include a call to action for user generated content through #ontheroad.

     

    ESPN cricinfo and ESPN Digital Media head Rakesh Kumar said, “This is our endeavour of serving fans anywhere, anytime. The tremendous response we have received this World Cup has set the stage and the momentum is expected to go up with the IPL.”

  • NDTV’s media disclaimer on case with Quantum Securities

    NDTV’s media disclaimer on case with Quantum Securities

    NEW DELHI: The New Delhi Television has asked the media not to publish any defamatory advertisement or publication of any nature whatsoever etc by Quantum Securities Private Limited or its directors/associates in connection with and/or pertaining to and/or relating to NDTV, its senior officials and promoters in a contempt application filed by the channel in Bombay High Court in a case pending in that Court.

     

    The case against Sanjay Dutt, Quantum Securities Private Limited and its directors Om Prakash Arora, Neraaj Dewan and Sandeep Dutt was filed last year.

     

    The directive was sent to the media by NDTV advocates Amarchand and Mangaldas and Suresh A Shroff and Co.

     

    While issuing notice to Quantum as to why action under the provisions of the Contempt of Courts Act shall not be initiated against respondents for committing violation of the orders dated 6 August 2013 and 26 February 2014, the Court in an interim order restrained Quantum or its directors from issuing any advertisements, defamatory letters, notices, e-mails, or any publication whatsoever relating to the case.

     

    The matter has been fixed for 8 December.

     

    The judge said his attention had been drawn to the advertisement given by the respondents in the national daily newspaper ‘The Economic Times’ in New Delhi in Edition dated 30 October 2014 alleging that the NDTV had not disclosed facts and events in the presentation and also on NDTV website.

     

    It is stated that the Department of Income Tax, Government of India vide its final assessment order dated 21 February 2014 for AY 2009-2010 raised fresh demand of Rs 450 crore which has not been disclosed  which was required to be disclosed. NDTV said this was defamatory.

     

    The matter relates to an alleged Memorandum of Understanding of September 2006 and an agreement dated 1 July 2007 (as stated by NDTV senior counsel R M Kadam in court) executed between NDTV and Sanjay Dutt and Sanjay Jain whereby NDTV engaged services for providing strategic and financial advisory services; corporate finance; investment management and strategic consultancy. It is alleged by NDTV that under this agreement an amount of Rs 2,60,00,000 was paid by the Plaintiff to Dutt and Jain.

     

  • Industry touches base with family, this Diwali

    Industry touches base with family, this Diwali

    It is that time of the year again! Diwali, also known as the festival of lights, lives up to its name, filling every nook and corner of our streets with bright decorations and fireworks. Whether you talk about shimmery clothes, tasty food or wonderful traditions, one cannot deny the excitement associated with this festival. We buy gifts for ourselves and loved ones, feast on good food, visit our relatives and decorate homes with glowing lamps and rangoli. A festival that signifies the triumph of light over darkness and good over evil, the story behind Diwali has a strong base in Indian mythology. Diwali commemorates the return of Lord Shri Ram with his wife Sita and Lakshman from his 14 year long exile after killing the Ravana. In joyous celebration of his victory, the people of Ayodhya lit up tiny lamps at their homes, signifying positive energy. These days, people host a range of Diwali bashes to celebrate the occasion. A typical day normally starts with a Lakshmi puja, followed by visiting family and friends. Diwali is also an occasion for us to meet our loved ones, exchange gifts, socialise and bond.  The festival can also signify a chance for us to bring light into the lives of others. With all these meanings attached to this event, it is no wonder that Diwali is one of the most widely celebrated festivals in India and abroad. Likewise on this day, we found out how the media industry is celebrating Diwali. Take a look!

    Divya Radhakrishnan, Managing director, Helios Media

    “We are keeping an open house at my office today post 4 pm where friends, colleagues and families can come in to celebrate the occasion with us for some good food and alcohol.”

     

    JD Majethia, Actor-Director-Producer, Hats Off Productions

    “This year, there are lots of good things happening work wise. Our show Badi Door Se Aaye Hain just completed 100 episodes. Our viewers have given us so much love that even we want to give back the same kind of affection. We have prepared Diwali special episodes for the show. On a personal front, Diwali is very nostalgic for me. As I am a Gujarati, it signifies a new year for us. I just came back from a vacation with my family. And I intend to visit my relatives and celebrate Diwali with a bit of fireworks!”

    Karthik Lakshminarayan, COO, Madison Media

     “This Diwali, children from an orphanage have been invited to our office. Food and donations were collected as we want to spread happiness in their lives. At home, I will spend time with family and visit friends. I will avoid bursting crackers as I believe in an eco-friendly Diwali.”

     

    KVL Narayan Rao, executive vice chairperson, NDTV 

    “I would be having a small celebration at home with family and friends.”

     

     

    Navin Khemka, managing partner, north and east region, Maxis

     “At office, we had a puja followed by lunch with colleagues. On a personal front, I plan to spend the time with family and friends at home. A puja will be conducted at home and it will be an eco-friendly Diwali at my place.”

     

    Nisha Singhania, co-founder, Infectious

    “We are just having a quiet Diwali celebration. I am taking my office colleagues out for lunch at a vegetarian restaurant in Mahim.”

     

     

    Shantanu Gangane, marketing head-Movies Now, Times Television Network  

    “At work place, Diwali snacks and gifts are being distributed. I also plan to visit my weekend home with my family and friends. I want to spend quality time with my kids and teach them about the mythological characters pertaining to Diwali instead of just bursting fire crackers. I prefer a noise-free Diwali.”

     

    Sudhir Sharma, producer, Sunshine Productions

    “I will be going ‘party hopping’ to different Diwali events hosted by colleagues in the industry. Diwali means happiness. It is like a motivation to work harder for the upcoming year. This year will be different as I will not be going back to my parents’ house. Instead, I will be attending a lot of parties in Mumbai hosted by my fellow co actors and friends from the industry.”

    Yash Patnaik, producer, Beyond Dreams Entertainment  
    “I am in the midst of getting my office renovated. This year will be a working Diwali for my entire team.”

     

     

     

    Here’s wishing all our readers a very happy and prosperous Diwali from the entire team of Indiantelevision.com !

  • Nielsen says it has issued faulty ratings since March 2014

    Nielsen says it has issued faulty ratings since March 2014

    MUMBAI: Nielsen, which controls almost all of the television ratings measurement market in the US, has been issuing incorrect TV ratings for national broadcast networks due to a technical error. The error, introduced in March, was not discovered until 6 October, the company said in a statement.

     

    The error was ‘generally imperceptible until we saw high viewing levels associated with fall season premiere week,’ it added. “As a result, small amounts of viewing for some national broadcast networks and syndicators were misattributed. Cable networks and local TV ratings were not affected by this error.”

     

    The company fixed the error on 9 October and now plans to reprocess all of its ratings data going back to 18 August, when the first new broadcast program of the season aired. It will also conduct an analysis to determine if other weeks also need to be reprocessed.

     

    ABC appears to be the beneficiary of the glitch, with its programs getting credited for views that belonged to other networks.

     

    Nielsen’s ratings is the metric that advertisers and networks rely on to conduct their ad sales business and will be majorly affected due to this gaffe. It is not yet clear to what extent the ratings will change when the numbers are reprocessed. The changes are expected to be relatively minor.

     

    “We will undertake an exhaustive post-mortem-internally and with our clients-and we are asking Ernst & Young and the MRC to join us in these efforts,” the company added in its statement.

     

    Nielsen, along with Kantar, operates TAM in India, the current industry body for TV ratings.

     

    Read the full statement from Nielsen:

     

    In response to recent ratings irregularities, Nielsen conducted an extensive internal investigation of our systems and processes. On Oct. 6, 2014, we uncovered a technical error that impacts national network television ratings over several months.

     

    The technical error was introduced on March 2, 2014, and was generally imperceptible until we saw high viewing levels associated with fall season premiere week. As a result, small amounts of viewing for some national broadcast networks and syndicators were misattributed. Cable networks and local TV ratings were not affected by this error.

     

    A software fix to correct the problem was deployed on Oct. 9, 2014, meaning that all data being released today and going forward is correct.

     

    In addition,

     

    All of the commercial data-including C3-for the current TV season, which will begin releasing this weekend, will be correct. All previously released data since September 22nd will be reprocessed and reissued by Oct. 17, 2014. We will also reprocess all of the impacted data going back to Aug. 18, 2014, when the first new season broadcast network program aired. This data will be reissued by Oct. 31, 2014. Nielsen is also conducting an impact analysis to determine whether additional weeks should be reprocessed. We will work closely with our clients and the industry to provide updates as soon as possible. This issue has to do with difficult-to-attribute content called “all other tuning with code” (AOT with code). This data represents between 0.1% and 0.25% of all viewing minutes that we credit nationally. In the vast majority of cases, the impact is small; in a handful of cases, the impact is more significant.

     

    As part of our investigation, we have also determined that there are no issues with the National People Meter, our data collection process, our panel, our TV audience measurement methodology or the total TV viewership data produced during this affected period.

     

    We are working closely with our clients to manage this situation and will continue to be transparent with the industry and the media about our plans. In addition, we will undertake an exhaustive post-mortem-internally and with our clients-and we are asking Ernst & Young and the MRC to join us in these efforts.

     

    Nielsen is committed to upholding the highest standards of television audience measurement and data processing, in order to provide the most effective audience measurement solutions to meet client needs.

  • Colosceum gets Siddharth Anand Kumar on board

    Colosceum gets Siddharth Anand Kumar on board

    MUMBAI: It was in July that Lalit Sharma, who was part of the founding team with Ajit Andhare and Rajiv Lakshman, took charge as the CEO of Colosceum.

     

    And since then he has been working hard to take the production house, which saw a few senior exits in the past couple of years, to greater heights because he believes it’s the work that matters as people come and go. In the last couple of months three new hires have been made to strengthen the production house’s top line management.

     

    “We have already introduced Hitesh Bhatia and Vikrant Bharadwaj in the non-scripted space, and now we have got on board Siddharth Anand Kumar as scripted creative head,” says Sharma while adding that the main aim is to strengthen the team.

     

    “People come and people go, but what really matters is the work. One should let the work talk,” adds Sharma.

     

    The deal was negotiated by content and talent management company, Tulsea Pictures, which represents both Kumar and Colosceum.

     

    Kumar studied filmmaking in Hampshire College in USA and has worked as a freelance cinematographer and editor for several film and TV projects. He has worked as an assistant to Mira Nair during the making of Kamasutra (1995), as DOP and editor for Bobby Bedi during the production of the TV series Rajdhani (2000), and as the executive producer for Shekhar Kapur’s company Digital Talkies during which he oversaw the production of two feature films and the country’s first International Digital Film Festival (2001).

     

    He has directed two films: Let’s Enjoy (2004), a film about a Delhi farmhouse party and Semshook (2010), a coming of age story set in the Tibetan exile community while his TV projects include Seven and Khotey Sikkey by Yash Raj Films on Sony and Mahabharat by Swastik Pictures on Star Plus.

     

    Kumar states, “With various popular shows as part of their existing show reel, Colosceum has already started to establish its superiority in the Hindi GEC space. I am confident that my partnership with Colosceum will result in some exceptional fiction television content for India to watch. I am enthusiastically looking forward to working with Colosceum and to take its fiction shows to the next-level as ‘must-watch’ Indian television.”

     

    Currently, producing Splitsvilla, the production house prouds itself of multi-seasonal properties for both youth channels and GECs. “With more and more GECs concentrating on younger audiences, the line separating the content between the two is thinning and GECs too want to attract younger eyeballs,” highlights Sharma. He credits his young-blooded team as well as experienced research team for grasping the new trends amongst youngsters and used those insights to create popular shows.

     

    On International production houses making a mark in the Indian television industry, Sharma feels that the competition is healthy. “It is important as through these companies we get an exposure of how they work.”

     

    The year (2013) Andhare left, the company did have to face a tough time, but things have improved now and business is only growing. The production house is already in talks with various broadcasters for new shows which will go air in the near future.

     

    Apart from that, it is also concentrating in building the film arm and the next six months could see some good news.

  • Government won’t interfere in media: Prakash Javadekar

    Government won’t interfere in media: Prakash Javadekar

    MUMBAI: The new government has always been questioned about the freedom of media in the country. Responding to a question in the Rajya Sabha, Information and Broadcasting Minister Prakash Javadekar said that the government is committed to protecting the independence of the press, reports PTI.

     

    However, he also reiterated that freedom comes with responsibility and so media needs to look at itself by its own mechanisms. But what is needed is ‘improvement’ in these mechanisms with penal consequences for irresponsible reporting.

     

    As far as social media is concerned, Javadekar said that though there is a need to evolve a mechanism for regulating it, it comes under the information and technology law.

     

    Recently, two Telangana channels were blocked by MSOs- ABN Andhra Jyoti and TV9. On Javadekar’s query the state government said that it had nothing to do with the blocking. Asserting that media is independent, he said that MSOs can’t resort to such censorship. If the Ministry comes to know of any such case, it is empowered to take action.

  • OOH industry needs a common research currency: Haresh Nayak

    OOH industry needs a common research currency: Haresh Nayak

    MUMBAI: Remember posters all across the city walls, telling us which film to watch, where to shop or even which party to vote for? Times have changed since then. Today, from just being a reminder medium, the out-of-home business has grown manifold.

     

    Over the last decade, the sector has seen an accelerated evolution of the outdoor business in India. OOH has truly evolved from posters buying to outdoor planning and buying where it is about OOH communications i.e. consumer centric holistic thinking. 

     

    Keeping in mind that the medium can be used effectively, both strategically and tactically, to achieve brand communication objectives, Posterscope, has changed and quickly evolved to the changing needs of the market.

     

    The OOH communication group, which is growing over 60 per cent y-o-y, has launched its new tool Prism Creative across Asia Pacific. The tool, which helps clients gauge how their creative will look on the OOH medium, will reduce the amount of errors, thus helping clients to visualise their campaign better.

     

    The tool, now available to Posterscope clients across the region, will visually show if an advert isn’t suitable for OOH media – with too much text, unsuitable colours or layout errors, and campaigns can be changed before they run.  Prism Creative has the facility to switch from day to night visuals, play digital videos and do a distance check of creative.

     

    A team of five people worked for almost six months talking to clients, vendors and agencies in 10 countries, taking their feedback and then worked with the development team to get the tool rolling. “Simple, useful tools such as these are instrumental in growing our clients businesses as we grow our own and differentiating ourselves in market place so we have a stronger offering,” says Posterscope Asia Pacific regional director Haresh Nayak.

     

    As per FICCI-KPMG 2014 report, the OOH industry has grown by 5.5 per cent CAGR from 2007 to 2013. “Tier II and III markets have been the focus for the last year. And this continues to grow this year as well showing deep penetration to the audiences in rural to create brand awareness supported with innovations and new media,” highlights Nayak while adding that last year OOH was ruled by real estate and BFSI.

     

    This year post elections, it will continue to be real estate with development in regulation of property. “Besides, FMCG has grown with the sector and will further get reactivated with the launch of products and variants,” he adds.

     

    When asked how important is OOH today in a brand’s communication plan? Nayak answers, “Customer engagement is the new mantra for advertisers and the OOH space is no different resulting into high impact, high reach and high recall. Brands want a way to create differentiation and outdoor agencies are working towards creating innovative and creative outdoor solution further competing with new advertising mediums such as digital, mobile and social media through media integration which will only increase in the future.”

     

    Even though, the OOH industry in India is growing at a stable rate, it can grow exponentially if the sector is able to get a few things right. For instance, the sector does lack good research and accountability mechanism in India. “Though a lot of agencies have their own research but the industry needs a common research currency. Also, good trade practices will go long way. Things like quality benchmarking, trade licensing etc if mandated and standardised will only help the industry to grow further,” Nayak believes.

     

    Also, as cities grow, the clutter in outdoor media will only increase and this is a genuine concern for trade professionals. In India with the increase in clutter, the quality of media is not improving and hence, it will kill the medium in the long run. The two key elements needed to stand out in this medium are innovation and engagement sustaining the brand message. “With the changing scenario where consumers are spending a lot of time out of home, the crucial thing is to be consistent with the brand value, to ensure that the message is delivered effectively  and to be as innovative as possible to reach out to the consumers in the cluttered environment,” concludes Nayak.