Tag: Tuhin Amar

  • “Most new writers are not well read” : B M Vyas

    “Most new writers are not well read” : B M Vyas

    A alumnus from the National School of Drama, B M Vyas has experience of more than 15 years writing for film and TV. Also associated with Ekjute theatre, Vyas has written the scripts for Bharat Ek Khoj, Athwan Rang, Circus and now, Aamrapali, the new period epic about to launch on Doordarshan.

    Among the Hindi films he has scripted are Ek Aasman Kai Dishayen, Baharon ki Manzil and Kasam Teri Kasam. Excerpts from an interview with indiantelevision.com correspondent, Tuhin Amar.

    When did you decide to become a writer?
    I came to Mumbai in 1985 with a huge experience in direction and teaching in theatre behind me. I came to become a director, but breaks as a writer came easy. After being a writer for a couple of years, I simply fell in love with it and then stuck to it.

    What are the natural instincts required of a successful writer?
    The two quintessential pre-requisites required of a successful writer are the ability to perceive and the ability to express. Besides, the writer whose perception and expression are in absolute synergy is the one who is likely to be more effective because many a time there is a huge gap between what people perceive and what they express. Also, a modern day writer needs to be adaptable, yet original. This is what channels demand these days.

    Once I had accomplished my task of getting TRPs for Kahaani Ghar Ghar Ki, I did not feel the motivation or the urge to continue, so I quit the serial.
    __________

    A still from Aamrapali

    Which subjects appeal most to you?
    I like subjects dealing with human relations and human emotions.

    What factors do you keep in mind before taking up a new project?
    I am basically concerned about the subject and how well it goes with my sensibilities.

    Have you ever taken up a subject you did not relate with?
    Yes, it happened in the case of Kahaani Ghar Ghar Ki. Actually, both the producer and the channel had a huge stake in the programme. It had been scheduled between two hugely successful programmes – Kaun Banega Crorepati and Kyunkii Saas Bhi Kabhi Bahu Thi. As such, the TRP expectations or rather targets were very high. Even though I did not relate with the plot I decided to take it up only as a challenge. By the end of 13 episodes, the TRP targets were met and the programme had indeed taken off well. Once I had accomplished my task, I did not feel the motivation or the urge to continue, so I quit the serial.

    Why do many veteran writers shy away from writing dialogues?
    The basic reason is that they are uncomfortable with Hindi. Besides, effective dialogue writing requires creation of a separate speech for each character depending upon their personality traits and other factors such as the region from where a character hails. This requires far more concentration and hard work compared to writing the screenplay.

    Have you come across a situation where you’ve felt stagnated in your thought process? How have you come out of it?
    Yes, it happens. That’s why as a matter of habit, I take up the task of developing new concepts and new storylines early in the morning when one is refreshed. Even otherwise, whenever the thought process sags, the best thing to do is forget the story for some time, think about different things and come back to think about the story when one is feeling fresh.

    Does writing require isolation from people for purposes of concentration?
    Yes. That is very important. That is why I’ve hired a separate writing room where I spend the day writing in peace.

    Have you ever felt hassled by executive producers in channels?
    Yes, that’s happened and the reason for this is that executive producers lack practical knowledge. I really don’t know the criteria on which they are selected but much of their interference stems out of lack of specialised knowledge. But then I’ve always maintained that one has to learn to adjust to this.


    Kyunki Saas Bhi Kabhi Bahu Thi
    Dialogue writing requires far more concentration and hard work compared to writing the screenplay.
    __________

    Are there any channel people you’ve really enjoyed interacting with?
    Kamlesh Pandey, Karuna Samtani and Dr. Chandraprakash Dwivedi are some names I can think of immediately. It was a real pleasure interacting with them.

    Do you like to write with a team of writers or do you like to be on your own?
    As a matter of habit, I like to write alone but whenever I have written in a team, I have enjoyed the experience as well. See, it’s best to work both ways. Working alone gives immense creative freedom. At the same time, by working in a group, one gets an opportunity to interact with other writers and one tends to absorb the better aspects of other people’s work.

    What are the major failings you observe in new writers?
    The new generation wants instant results but is not willing to invest adequately in terms of effort and perseverance. What upsets me about most new writers is that they are not well read. They are under the illusion that by bouncing a couple of good ideas around, they qualify to become good writers. The problem with such writers is that their stocks dry up very fast. Forget sustaining themselves for a few serials, they are normally not able to live up to their promise even in the latter episodes of one serial. I would recommend intensive reading of the work of eminent Indian writers for these so-called writers.

    How many serials do you feel you can work on simultaneously, without letting the quality suffer?
    Ideally, I would like to do three serials simultaneously but often on TV, things don’t happen the way we have planned. So, there have been times when I have worked on five or six projects simultaneously and other times when I’ve worked on just a single project.

    How many re-writes normally go into your final script?
    Three to four.

    Is it important for a writer to be present on the shoot?
    No, I don’t think so. I feel that being present on the shoot can unnecessarily distract the actors.

  • ‘The efficiency with which television is working for advertisers has diminished’ : Sam Balsara

    ‘The efficiency with which television is working for advertisers has diminished’ : Sam Balsara

    Sam Balsara is man with a lot on his plate. Besides chasing an aggressive growth rate for Madison Communications, he is also chairman of MOMS (Madison Outdoor Media Services) and director of Anugrah Madison, the rural advertising unit of Madison. He also runs a Public Relations unit.

     

     

    As a prominent member of the Indian marketing and advertising profession, Balsara has worn many hats. He has been president of the Advertising Club, Bombay, he was the vice-president of the Advertising Agencies Association of India and is currently chairman, Triple A Awards. He serves on the AAA-Indian Broadcasting Foundation joint committee and was the immediate past chairman of the Advertising Standards Council of India and a founder member of ECO-India, an organisation to promote environment-friendly actions.

     

    He is a regular speaker at seminars and on fora pertaining to advertising and has served on several professional committees and judging panels.

     

    On the business side of things, he just added a big piece to his plate after Madison won the entire Rs 1,000 million media account of the Rs 45,000-million Essel Group.

     

    But such challenges are par for the course for this 50-something ad veteran. With over 25 years experience in the business, first with Mudra (1984), he founded Madison Communications in 1988 with three blue chip accounts – Godrej, Tata (Nelco) and Mafatlal. Today his agency’s client list includes Procter & Gamble, BPL and Coke with current media billings of Rs 3,500 million.

     

    Sam Balsara spoke to Tuhin Amar giving his own unique take on the state of the media business in the country.

     

    You are rated amongst the best media buyers in the country. Can you comment?

     

    Thank you for the flattery. I am wary of labels given by the media – because the same media that gives you a positive label on the way up, can also bring you crashing down with a negative label!!

     

    What qualities are needed to be a good media buyer / planner?

     

    The same qualities that are required of an outstanding advertising person, no less but with the added quality of a facility with numbers and an interest in them to make a story out of them.

     

    When you are buying into a television programme, what are your first priorities – is it price, ambience, star quality, brand affinity?

    The first priority or the fundamental requirement is meeting a CPRP benchmark. This benchmark is then relaxed to some extent because of the other considerations that you talk about like ambience, position, image, brand affinity, impact, innovation, etc.

     

    How is your business split into print / TV / outdoors, etc.?

    It’s Television at number 1, Print at number 2 and Outdoors at number 3 in terms of billing.

     

    What is the quantum of advertising that Madison handles on the television front? For which clients? Which brands?

    We deal with just a handful of clients.

    Madison Media clients are:

     

    Procter & Gamble

     

    Coca-Cola

     

    BPL

     

    Kinetic

     

    Perfetti

     

    Domino’s

     

    Somany Tiles and Hind Sanitaryware

     

    ESSEL Group

     

    Full Service clients are:

     

    Godrej Consumer Products (Godrej Shaving Cream)

     

    Godrej Foods (Jumpin, Xs and Godrej Cooking Oils)

     

    Milton Plastics

     

    SOM Distilleries

     

    Tribhovandas Bhimji Zaveri, Zaveri Bazaar

     

    Camlin

     

    Rasna (New brand)

     

    Amtrex Hitachi (Amtrex)

     

    In addition we have independent clients in Madison PR, Madison Outdoor and Anugrah Madison.

     

     

    What do you think of television as an advertising medium as compared to other media? Has it disappointed or has it delivered? What are its plus points and its negative points?

     

    Television was a wonderful advertising medium in the late 80s and early 90s. It produced miraculous results for the early advertiser who recognised its ability to deliver sales. Of late, the efficiency with which television is working for advertisers has diminished sharply making advertisers loose confidence and hastily divert brand building money to below-the-line temporary sales shoring-up activity with disastrous long term consequences.

    For e.g.: In the last six years the advertising volumes have gone up from about Rs 2000 crores (Rs 20,000 million) to Rs 8000 crores. Taking an average (advertising to sales) A-S ratio of 4 per cent, this should have resulted in additional sales of Rs 125,000 crores for advertisers as a body. I suspect the real increase is nowhere near this figure.

    There was a time not so long ago when we could buy a spot for less than a lakh of rupees (Rs 100,000) per 10 seconds and cover 50 per cent or more of the audience at one stroke. Today fragmentation has taken its toll and the cost of reaching this audience has multiplied. Whilst our creative executions have become more sophisticated and slick, they have not dramatically improved in their sales conversion ability to compensate for the CPRP inflation.

     

    Do you think there is maturity in television ad sales professionals in terms of utilizing the potential of television as a promotional vehicle?

    Yes, I do think maturity is setting in amongst television ad sales professionals, though I believe that selling advertising on television is a specialised job and not every salesperson of press advertising or a media buyer or a brand manager can easily slip into the role.

     

    What innovations has Madison achieved in terms of buying or planning for TV? Can you give some illustrations?

     

    The innovations are too numerous to mention here, but some of my personal favourites are:

    *Shanti

    (India’s first daily soap in Hindi in the afternoon, that created afternoon viewing and gave advertisers’ an opportunity to reach housewives at a fraction of the cost)

    *BPL Player of Week

    *Coke New Year Promotion

    *Close Shave for Godrej Shaving Cream

    *Fairglow Queen of Hearts

    *Launch of Maruti Versa on a TV show.

    *And some innovative discount structures that work for both the clients and the channels.

    *On the Planning side we have evolved an entire new way of thinking that clients love because of its result-orientedness. We call it M:Cube.

    Incidentally the Madison internal television operations software which has been in operation for the last four years is called ADWISE. So it is coincidental that you have decided to title your seminar “Adwise” (indiantelevision.com is holding a one-day seminar “AdWise 2002” on TV air time, planning, selling and buying at the Mayfair Rooms in Worli, Mumbai on 22 March).

     

    Is there enough innovation in television as a promotional medium? What changes do you think will come in over the coming years?

    No, there isn’t. And as the battle for the advertising rupee gets fiercer, channels will be forced to offer formats and structures that will more directly lead to sales for the advertiser.

     

    Does Madison handle television independent of other media?

    When it comes to planning, all media is looked at collectively, but when it comes to buying we have specialists for each medium and even within the medium we have experts for groups, for channels and publications.

    How do you rate the performance of Madison Advertising so far?

    … and I have miles to go before I sleep!

     

    Are there any aspects, which could do with improvements?

    Yes, many and we believe we have to improve by the day, otherwise we are dead.

     

    Do you feel TV ratings are authentic? Why? CPRP, GRP, TRP – where do you think we are headed? What is the right currency?

    TRP ratings are the right currency, although channels and producers seem to dislike them. They afford a uniform and comparable benchmark to the buyer. The industry is continuously striving to improve the reliability of the TRP system. It is utopian to expect the TRP system to be 100 per cent accurate. It can never be. It is meant to be a guide of what India watches.

     

    Do you think the TV ad market has deteriorated? Do you expect growth in this sector?

    Whilst the efficiency with which television has worked has come down in the last few years, I believe, at even this lower level it continues to be the most cost effective medium and therefore as our advertising volumes grow, it will grow. Perhaps its share of the advertising market, which has risen rapidly in the past, will now grow only marginally.

     

    Do you think the way the market has polarized is good for the business?

    The general rule in the market place across most product categories is that there is one very successful player, followed by another one or two and then there are many who just manage to make it.

     

    Do you expect Star Plus to rule the roost? For how long? What is likely to change the leadership position? Who do you think is the most likely candidate to take over as number one – Zee, Sony, Sahara, Sabe?

    The Madison view on this is not available for public consumption.

     

    What do you feel is missing in the ad-sales pitch of Sahara and Sabe TV?

    It is not easy to topple the leader and late entrants in most markets have a tough time to establish themselves and become profitable at a national level.

     

    How does Madison Advertising rank amongst the media buyers and sellers in India and Asia?

    I would like to think – very high!

     

    Is India an important market today in media terms?

    Yes, of course!

     

    Who among these is the most innovative – Indian, Asian, European or the US TV?

    My knowledge of Asian, European and US TV is not deep enough for me to comment on this aspect.