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Tag: response

  • Partha Sinha & the art of monetisation at The ToI

    Partha Sinha & the art of monetisation at The ToI

    NEW DELHI: As the government imposed strict lockdown restrictions for close to three months, the print industry was one of the worst-hit. If various reports are to be believed, they lost around 60-80 per cent of their revenues. A lot of them shut down editions, most of them let go of their employees, shaved salaries, and almost all of them dealt with a painful period where their resources just bled.

    However, as the world starts getting back to normal and a new world order sets in, the print industry is looking forward to a better tomorrow, lined up with new opportunities and relevancy, Bennet Coleman & Co Ltd (BCCL)  president–responses Partha Sinha shared in a virtual fireside chat with Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari. On Monday evening, the duo sat across screens to discuss the impact of Covid2019 on print and the way ahead for the industry. 

    Sinha noted that the print industry has already reached a 70 per cent recovery in terms of the number of copies being delivered. “I think in some markets it has gone up to 90 per cent because, in the south or states like Kolkata, there was never a massive problem of circulation. Cities like Delhi, Mumbai, and a few more in the north were hit badly and I guess it has revived now, not just for us but for all the players.”

    He indicated that it is a good sign for the industry and debugs the myth that print will shut down. “For three to four months, our main concern was consumer demand that was severely impacted. But coming out of it so quickly is absolutely brilliant.”

    So, was it a knee-jerk reaction on the part of the industry to shut down some of the editions and let go of a number of employees, or as some of the unions say, an excuse, Wanvari questioned. 

    “I don’t think it was a knee-jerk reaction or an excuse. Even it was not for Covid2019 and something else would have happened, you would have got a consultant like McKinsey or BCG and asked them to optimise, right? This optimisation tells you if there is any cost reduction required and how can you improve profitability. Honestly speaking, as much as it's being talked about but it's quite a routine activity. Every organisation has optimised; when you find a new revenue opportunity, you hire people and if you find a revenue opportunity drying up, you optimise. I think this is a regular organization life cycle,” Sinha cleared the air. 

    So, what does the future of print seems like to him as digital and other mediums take centre stage? 

    Sinha insisted that there can’t be any substitute for the content that print generates and therefore the medium will stay here, but it might take just a slightly different role going ahead.  

    “I want to debug the myth that digital can replace or surpass print, or TV is a challenge to print. What is happening with both these mediums is that they are creating fragmented opinions, which lack credibility for the source and even for the brands. The news on television is so polarised, that it is sickening now. And obviously, if fake news becomes the business model, the credibility is hampered. Therefore, no amount of user-generated content or no amount of hair pulling on the camera will be able to substitute the credibility that print offers. Journalism will always remain about how deep you go, how sincere you are  and whether you are you're taking all the points of views,” Sinha elaborated. 

    He added that the role of print, going ahead, will move on from being a medium of discovery of product to being involved in its purchase by the customer too because of the credibility associated with the medium. He cited the instance of a real estate developer Casa Gold out of Chennai. It sold 120 apartments during the peak of Covid over four days. The Times of India Chennai response team managed everything from the webinar, to virtual expo, to get the potential buyers to take part in the virtual display of the advertisements to front page jackets of the physical newspapers.

    Sinha revealed that print media plays a big role in cultural marketing. "Cultural marketing works by creating truth and opinion and rallying people around the truth and opinion or finding emergent truth and opinion in society and making it bigger,” he explained. “Many branded efforts have almost become culture: Lead India, Teach India, Lead India led to Anna Hazare and the birth of AAP. Print can create a better narrative than any other medium. Another example is organ donation which has been driven by the Times of India.. The Times of India is the only way to create a culture with the affluent.

    “With so much fragmentation, there is a lack of credibility in the domain now. Due to fake news being so prevalent, print has started playing a significant role in building credibility and a path to purchase. The advantage of the printed word is it doesn't come with a picture. Therefore, you are forced to use your brain, you're forced to use your opinion. And that's how culture gets created. The beauty of culture creation is that eventually  brands will pay a premium to be closer to culture. Everything else is just a matter of discount because that's why the most popular method of advertising on the internet is programmatic led,” he shared. 

    He highlighted that cultural authority is the biggest asset a brand can ever own, because with that comes credibility. “These are the things that print media have to start thinking about, some like the New York Times has already done so,” he pointed out.

    Further, to help the brands gain the maximum out of the exposure and credibility that print offers Bennet and Coleman has come up with a pricing engine, which is based on artificial intelligence and machine learning. It can make an umpteen number of parameters and churn out a very specific notation for the time, helping the brands understand the right channels and the right strategy to advertise. “We are backing culture creation with data and analytics and have huge amount of data analysis,” he revealed.

    Sinha highlighted that all the assets of the Times of India group are brought into play while offering solutions to clients, whether its digital or TV or print or the social handles of these. “Thanks to the fact that we have all these assets, we can bring in 20 of our group assets or 30 of them,” he disclosed. “Let me also tell you we are open to look at assets outside the group to provide solutions to clients.”

    Times have indeed changed things at The Times. As many clients and marketers say, the change has happened for the better. 

  • CASBAA advocates for consumer access to lawful content on Internet

    CASBAA advocates for consumer access to lawful content on Internet

    MUMBAI: The net neutrality debate is still on in India. The Cable and Satellite Broadcasting Association of Asia (CASBAA), which is a non-profit trade association, has said that the Telecom Regulatory Authority of India’s (TRAI) consultation paper on ‘Regulatory Framework for Over the Top (OTT) services’ focuses to a large degree on OTT applications that are used as communications services.

     

    Opining on the issue of net neutrality, CASBAA said that consumers should have access to all lawful content on the Internet and that they should be able to use whatever lawful services and devices they wish whether from India or overseas.

     

    “Consumers should have guaranteed right to accurate, comparable and relevant information about the management practices of the operator from which they choose to buy Internet service, and about the full costs and conditions of the service they purchase. Legitimate network management measures, including data caps and bandwidth limitations, are inevitable, in current situations of limited network capacity, but they should be clearly specified and understood. Consumers who want to buy better service should be able to easily migrate to another provider,” said the industry body, which comprises 110 companies dedicated to the promotion of multi-channel television via cable, satellite, broadband and wireless video networks across the Asia- Pacific region.

     

    “Our focus is somewhat different – we are concerned with development of high-capacity broadband networks capable of delivering large quantities of high-quality video content to consumers. India’s development path is likely to follow the trajectory set by other large and diverse societies, and we should therefore anticipate that the future principal use of the broadband networks will be to provide video, which consumers will use to watch at the time of their choosing on many different kinds of devices. In much of the developed world, the Internet has in fact become a TV network with some other uses, and Indian policy should be made with that in view,” CASBAA said in its response.

     

    Presenting a few facts and projections, CASBAA noted that:

     

    • IP video traffic made up two-thirds of global Internet traffic in 2013; the percentage will rise to around 80 per cent by 2018. For the Asia-Pacific region alone, the corresponding numbers are 63 per cent in 2013 and 75 per cent by 2018.

     

    • Even with respect to mobile networks (leaving out fixed line connections), the latest forecast is that nearly three-fourths (72 per cent) of the world’s mobile data traffic will be video by 2019. Video was already 55 per cent of mobile traffic in 2014.

     

    • A key means of accommodating this level of mobile traffic growth will be offload of traffic from mobile devices to the fixed network by means of Wi-Fi devices and femtocells. By next year (2016) half of all mobile data traffic will be offloaded by these means, each month. Indian mobile network operators will have to invest to develop such options, or risk network overload.

     

    CASBAA suggested that Indian telecom service providers needed to make heavy investments in the coming years. “Our industry wants and needs to be able to reach consumers with service offers that meet them where they want to be; that means a different future – the content industry will be moving online, and that means having networks that are capable of accommodating demand. We do not believe the TRAI or the government should adopt policies that result in reducing or rationing of funds for network investment. Advocates of ‘networks for all, open to all’ sometimes tend to forget that capable networks are costly, and they will not build themselves,” it said.

     

    The non-profit body does not believe in government’s role in financing such networks is appropriate, both because governments have shown themselves to be incapable of moving with sufficient alacrity and flexibility to accommodate dynamic market demand/technological change, and because governments need to devote taxpayers’ scarce resources to building networks to be used primarily for entertainment. “The private sector could and should mobilize the necessary resources to make these investments, as long as government policy recognizes and facilitates that resource mobilization,” opined CASBAA.

     

    Like India’s broadband networks, the online content industry is only at an embryonic stage of development. Market actors are just beginning to frame consumer offerings to see which can succeed in the Indian context. 

     

    The body, in its response, also raised a few concerns:

     

    • TRAI and the government must avoid seeing the online content industry as another facet of the mature television content supply industry, ripe for extension of the same regulatory approaches governing the “traditional” TV industry. This would be a colossal mistake, especially at this new stage of development of online content supply in India. Over- regulation will constrain development of newer business models, which could be of great benefit to consumers and to India’s overall economic development. Stated differently, in India’s specific circumstances, submission of online content suppliers to the entire panoply of regulations (rate regulation, “must provide,” interoperability, interconnection regulation, etc.) that have evolved in the cable and satellite sectors would kill innovation. 

     

    • Even as the Indian industry develops legitimate content supply options, CASBAA sees a strong likelihood that the consumption of pirated content – already a substantial factor in the market – will continue to grow. “There are numerous actors, big and small, in the Internet economy who see other people’s content as attractive underpinnings for services for which the goal is simply sales of bandwidth or attraction of “eyeballs” – where more is better. Further development of the online pirate economy will sap legitimate content production of its energies. Government policies must support protection of intellectual property and promotion of a fair return on creative investment.

     

    CASBAA also feels that consumers should not be expected to pay for their network services at rates that subsidize service to the heaviest users. “If a consumer doesn’t want to buy Netflix, for example, he/she should not have to pay Internet service rates set to provide Netflix – like bandwidth. Differential consumer pricing should be recognized as an essential element in meeting the needs of vastly different groups of consumers,” the association said.

     

    CASBAA further feels that TRAI may define the parameters for a basic level of Internet service, setting minimum bandwidth and speed standards, and the types of services that must be supplied in a completely nondiscriminatory manner at the basic service level. “We do not see the advisability of including entertainment- oriented services in this basic service level. Leaving them out of the regulatory net will allow more scope for experimentation and innovation, to meet the needs of different consumer groups,” it said.

     

    According to CASBAA, Internet consumers can be offered the opportunity to purchase superior service levels (above the basic service). Those who do not buy superior service will find it difficult to access high-bandwidth entertainment applications; this should be expected, as long as consumers have clear and accurate disclosure of any prioritization being applied.