Week at a glance: OTT promotions; TRAI tariff & ad biz; new account wins

Indepth: Decoding OTT players’ promotion gameplans – Part 1
The out of home (OOH) medium has for long been used by the film industry for promoting new releases. With the advent of satellite television, channels too started to leverage the OOH medium to create buzz for new shows. Quite a few innovations have been seen over the years. 

Indepth: Decoding OTT players’ promotion gameplans – Part 2
Continuing with the Indepth report on OTT player’s promotion strategies for their content, Part 1 of the report carried yesterday dwelled on the core factors that form the crux of OTT show promotions, breaking through the clutter, selecting the mediums, and factoring in the spends. 

New tariff regime has come into effect. Now what?
The new tariff structure mandated by the Telecom Regulatory Authority of India (TRAI) has come into effect from February 1, 2019. 

New TRAI tariff: Transition period viewership data unusable, says ISA
The sources further said that the Executive Council of ISA has advised stakeholders not use to use the viewership data during this transition period for the purpose of media planning, evaluation and buying perspectives. 

Ashish Bhasin, Anita Nayyar, Vikram Sakhuja on post-TRAI tariff regime scenario
The advertising industry is gearing up for the volatility in viewership data following the implementation of the TRAI-mandated new tariff order from February 1, 2019. 

New TRAI regime unlikely to reduce TV bills for most: CRISIL
CRISIL’s analysis assumes a scenario where subscribers opt for the top 10 channels by viewership in addition to the free-to-air (FTA) ones.  

Essel Group gets time till September to repay its lenders
Multi-faceted business conglomerate Essel Group’s management has secured a formal consent with lenders, which are having a pledge on shares held by the promoters in Zee Entertainment Enterprises Ltd and Dish TV India Ltd. 

Print Matters to Brands for Effective Consumer Connect
India is a unique market is a widely accepted fact. It is true of media consumption habits too. Unlike other countries which are seeing negative or at best very sluggish growth in print media, in India print is of the largest consumed media and growing at a steady pace. 

Budget 2019: India Inc high on josh, see spike in consumption
The Interim Budget 2019 presented by Interim Finance Minister Piyush Goyal on February 1 has been hailed by India Inc, who expect a spur in consumption with the tax rebates given to the middle class. 

CCEA allots Rs 1,055 cr for Prasar Bharati’s Broadcasting Infrastructure scheme
The Cabinet Committee on Economic Affairs (CCEA) has allocated Rs 1054.52 crore for Prasar Bharati’s ‘Broadcasting Infrastructure and Network Development’ scheme for a period of three years till 2020. Out of this, an amount of Rs 435.04 crore has been approved for All India Radio, while Rs 619.48 crore has been approved for the schemes of Doordarshan. 

3-year jail term or Rs 10 lakh fine for unauthorised camcording of films
The Union Cabinet has approved the proposal of the Ministry of Information & Broadcasting (MIB) for introducing the Cinematograph Amendment Bill, 2019 to amend to the Cinematograph Act, 1952. 

Facebook revs up its media watchdog capabilities ahead of 2019 Elections
In a recent blog penned by Katie Harbath, Global Politics and Government Outreach Director, and Samidh Chakrabarti, Director of Product Management, Civic Engagement, Facebook, have announced that they have taken a ‘multifaceted’ approach to protect the integrity of elections. 

YouTube gives fillip to the creator community with On the Rise, Explore
David Sharon, Product Manager on YouTube in a video by Creator Insider talks about the company experimenting with a new tab in the app called Explore where users can discover new videos, topics or creators. 

GroupM consolidates commercial data benchmarking with COMvergence
GroupM, WPP’s world-leading media investment group, today announced that it is consolidating the reporting and analysis of its commercial and business development data with COMvergence. 

Ariel’s Sons #ShareTheLoad gathers momentum, garners 15 mn views
Ariel’s latest campaign taking forward the #ShareTheLoad movement – Sons #ShareTheLoad, which was released on January 24, 2019 has seen great traction, garnering 15 million views since its launch. 

Network18 puts its marketing might behind Firstpost weekly newspaper
In conversation with Adgully, Aditya Tandon, Head - Brand Marketing (CNN-News18, News18 India, News18 World, Firstpost Weekly), speaks at length about the marketing and content strategy for Firstpost’s weekly newspaper. 

Wavemaker India bags digital media mandate for ITC
Wavemaker, the media, content, and technology agency from GroupM, has been awarded consolidated digital mandate by FMCG giant ITC. 

Marico awards its media mandate to Madison Media
Marico has been with Madison Media for 14 years from 2003. Last year, in a pitch supervised by ATK, Madison Media had lost the account. This year the account went again on pitch. 

Ogilvy North Names Ritu Sharda Chief Creative Officer Ogilvy North
Ritu is a much awarded creative professional. She was a part of the Cannes Cyber Jury in June 2018 and also a speaker at the prestigious 3% Conference. 

Wunderman Thompson sets the new Brand Identity in motion
Born as a technology led creative agency from the merger of Wunderman and J. Walter Thompson; Wunderman Thompson has unveiled its brand identity two months later. 

Offbeat: Aditi Gandhi - A dancer at heart, choreographing business success
Aditi Gandhi, Business Director, ColourCraft Studios, had always harbored entrepreneurial ambitions, which would grant her more leadership challenges and put her consulting experience to the test in a high-risk, high-reward environment. 

Ad land’s Young Guns: Tanya Chaudhary, Madison Public Relations
Tanya Chaudhary is Manager - Brand Communications at Madison PR by profession and a poet by passion. At Madison PR, New Delhi, she looks after the FMCG and Lifestyle portfolio with key accounts like Hamdard and Cargill, to name a few. 

BARC Wk 5: Zee Anmol continues lead; Kundali Bhagya is most watched show
Zee TV’s show ‘Tujhse Hai Raabta’ was a new entrant in the top 5 show’s list this week. 

Take out the masses from media, and you’ll have no media left: Uday Shankar
India TV organized a day long conclave in Mumbai called TV Ka Dum.  

Arth will bring alive the best of everything that India has to offer: Shreyasi Goenka
Zee Live, part of Zee Entertainment Enterprises Ltd, is back with the second edition of Arth, India’s first multiregional culture festival.