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FICCI FRAMES 2011: Differentiating and relevant content is the real king

The coffee machines had there tinge of brown coffee to be added to the white of milk, the stalls came to life with the hustle bustle and the chaotic corridor was filled with chattering professionals, students, speakers, delegates and reporters all running around looking into the schedule for the day. Welcome to FICCI Frames 2011 Day 2.

After a day of much pondering over the need for stricter norms at the cable operator level and over the need for digitization, the second day to FICCI Frames 2011 started with a discussion on Innovative Ways To Fund the Entertainment Business. The panel here echoed the need to build a transparent and process-controlled culture of investment in the entertainment business.

The second day saw discussion across various elements of entertainment right from TV, animation, social media, radio, cinema, kids' entertainment etc but the unifier was the fact that all the discussions revolved around the need for better 'content' and better measurability. The day 2 saw some stalwart speakers like Bobby Bedi, Managing Director, Kaleidoscope Entertainment; Film-makers like Shyam Benegal, Jaideep Sahni, Sudhir Mishra and Ramesh Sippy; Tarun Katial, Chief Executive Officer, Reliance Broadcast Network Ltd; Santosh Desai, Chief Executive Officer, Future Brands and Rahul Johri, Senior Vice President and General Manager, Discovery Networks, Asia Pacific.

While the panelists pondered over changing trends in TV content, market research for Indian cinema, retail and merchandising for media sector, opportunities and hurdles for the radio industry as soon there will be 800 radio stations in 300 towns, advertising content, children's changing media consumption habits and TV delivery infrastructure, the reporters were deep neck in notes with insightful data.

Some rooms were filled with keen listeners and even an inch of space was filled by atleast two people in a matter of seconds, one such discussion being where the panel discussed kid's consumption patterns and how the children's entertainment genre was seeing a dynamic shift of screens. Cartoon Network India released its New Generations 2011 study in the start of this discussion. The study in its 10th edition has been trying to understand the Indian kids usage of technological devices and media consumption pattern over years.

And there were some discussion rooms which had enough breathing space and were engaging too, the one where serious panelists discussed radio industry's future and Prashant Panday, Chairman FICCI, Radio Forum and Chief Executive Officer, Radio Mirchi, providing live updates every five minutes on the World Cup match between India and Australia being a key highlight.

As the day ended and with little realisation of how the time flew while we listened to the interesting speakers, the concluding point was the fact that media and the entertainment industry today lacks talent, infrastructure and adequate measureability which in turn is not letting superior and differentiating content to reach to the consumers.

Watch this space for more, as tomorrow we get you the concluding article on the enormous three day mega-conference. | By Prabha Hegde [prabha(at)adgully.com]

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