Week at a glance: TV media planning today; TRAI’s NTO 2.0 directive; Endorsers beware

TRAI’s NTO 2.0 directive impacting an industry hugely dependent on ad revenues

The Telecom Regulatory Authority of India (TRAI) has directed all the broadcasters to report to the Authority, the name, nature, language, maximum retail prices per month of channels and maximum retail price per month of bouquets of channels, or composition of bouquets. TRAI has also amended Reference Interconnected Offer (RIO) in compliance with the provisions of the Telecommunication (Broadcasting & Cable) Services (Eighth) (Addressable Systems) Tariff (Second Amendment) Order, 2020 and the Telecommunication (Broadcasting & Cable) Services Interconnection (Addressable Systems) (Second Amendment) Regulations, 2020, dated January 1, 2020 and simultaneously publish such information on their websites.

Also read: Week at a glance: Punit Goenka on ZEE 4.0; OTT Vs theatre; 12 years of Colors

Decoding the new normal of TV media planning

TV advertising had taken a significant hit during the lockdown period, with fresh content coming to a pause, no sporting events taking place and an increasing shift towards digital content consumption. Resultantly ad volumes shrunk as brands re-jigged their advertising strategy.

Those stopping investments will miss the bus as things turn around: MVS Murthy

In conversation with Adgully, MVS Murthy, Head-Marketing & Digital, Tata Asset Management, gives an overview of the BFSI market, specifically Mutual Funds, during the COVID-19 period. Murthy also speaks about keeping Brand Tata Mutual Fund relevant through various channels during this period, use of AI/ML and increasing move towards digital.

INS asks member publications not to publish PSU ads at DAVP rates

The Indian Newspaper Society (INS) has asked its member publications not to publish any PSU advertisements at DAVP rates.

How to overcome advertising’s perception problem with content?

Advertising has a perception problem. Most people can’t wait to skip or block ads on their web browsers. It is not perceived as something that fundamentally adds value into the consumers’ lives. This view is diametrically opposed to the ethos of marketing succinctly put by Marketoonist Founder Tom Fishburne, who says, “The best marketing doesn’t feel like marketing”. In his podcast, called ‘Advertising is Dead’, host Varun Duggirala posits that this is a period of extreme change in the world of advertising, fuelled by the large amount of flux in the media and content industries.

Mid-Day has been cash-flow positive even during these testing times: Apurva Purohit

As the world gradually comes to terms with a new normal, news consumption patterns are also seeing a transformation. The only English tabloid in India to register 4 per cent growth in readership in the last quarter of 2019-2020 (Source: IRS Q3 results), Mid-Day has been a sturdy and reliable news source for 41 years. Staying one step ahead, Mumbai’s favourite newspaper has now added yet another string to its bow by launching its interactive digital tabloid on mobile. For the first time ever, the newspaper will be available for a convenient page-by-page reading experience on smartphone, with additional multi-media features.

Top of funnel approach to marketing & optimisation might return, say experts

WARC, the global authority on marketing effectiveness, has now launched in India with the appointment of Iwaton Consultancy, the full-service B2B market assistance company and technology solution provider, as its official channel partner.

TAM AdEx: An analysis of ad volumes of HUL, RB, P&G, Godrej, ITC in June-July

The Top 10 advertisers together contributed 50 per cent share of TV Ad Volumes during June-July’20 (till July 18, 2020), as per the latest TAM AdEx report. Of these Top 10, Hindustan Unilever alone had more than 1/4th of the ad volume share at 28 per cent, followed by Reckitt Benckiser India with a 7 per cent share. Along with these two, also in this list are Procter & Gamble, Godrej Consumer Products, ITC, Wipro, Cadburys India, Colgate Palmolive India, Amazon Online India, and GCMMF (Amul).

Endorsers Beware: Of Endorsements & Celebrities in Consumer Protection Act, 2019

Several unanswered questions on the newly introduced provisions of the Consumer Protection Act, 2019 with regard to Endorsements and those by celebrities, in particular, may pave way to a slew of litigations and it could jeopardise the very intent behind which the provisions were inserted within the Act, unless Rules, Regulations or Guidelines throw more clarity or light on the same, writes Aazmeen Kasad, Advocate & Professor of Law. This is article is part of a series of articles on Misleading Advertising.

Print Media Ad Policy 2020: Regional media to get lion’s share of Govt ads

The Ministry of Information and Broadcasting (MIB) has recently introduced the Print Media Advertisement Policy 2020. The policy will be effective from August 1, 2020.

Snapchat, Dentsu Aegis Network ink strategic partnership for India

Snapchat, the multimedia messaging app developed by Snap Inc., has inked a strategic partnership with Dentsu Aegis Network (DAN), the global media & marketing communications conglomerate, for India.  Under this partnership, DAN India will now also include Snapchat as one of its priority platforms to distribute ad spends for its brands serviced across the network. This latest alliance is expected to fuel Snapchat’s growth in the region and further support advertisers who intend to reach out to and connect with Gen Z.

KWAN is India’s largest pop culture marketplace: Vijay Subramaniam

The pandemic has been brought in some challenging times for every sector. One of the most affected sectors has been the entertainment and talent management industries. With live shows coming to a halt and the Government ban on platforms like TikTok, artists are facing unprecedented times.

“Yoodlee Films wants to tell stories that don’t find a mainstream voice”

North East Indians have always borne the brunt of being discriminated on the basis of their physical appearance, accent, culture, food habits and attire in rest of India. To address this issue, Yoodlee Films, the movie arm of Saregama, recently launched ‘Axone’, a comedy-drama is based on North East Indian migrants in New Delhi who attempt to organise a wedding party. ‘Axone’ was received enthusiastically by the viewers and was even trending at No. 1 on Netflix.

Television and Brand Communication in The New Normal!

Ever since the announcement of lockdown on March 24h, 2020 in India - approx. 120 days of restricted movement and social distancing, the new normal – traditional, digital & social media trends show a marked change in the habits, preferences and consumption patterns of the consumer.

Lockdown Lessons

Lockdown Lessons: “A valuable lesson in the power of compassionate leadership”

In an interaction with Adgully, ShivaramLakshminarayan, Senior Director, Enterprise Technology, Genesis BCW, speaks about successfully strategising for the WFH mode, the power of compassionate leadership, achieving work-life balance and more.

Lockdown Lessons: Businesses also need to have a Plan C or Plan Chaos - Saad Khan

In conversation with Adgully, Saad Khan, National Planning Director, FCB Ulka, talks about planning for chaos, teams pulling together to make things happen, and being empathetic during COVID-19 times, as well as being disciplined while working from home. 

Lockdown Lessons: "We need to have a contingency plan to pivot existing biz strategies"

Vineet Singh, Group CMO, Embassy Group, speaks to Adgully on the importance of having a contingency plan to pivot existing business strategies depending on the situation, the virtue of patience, as well as rationalising costs and maintaining financial agility.

Case Study: Shemaroo TV’s marketing blitz for 'Devon Ke Dev...Mahadev' pays off

When Lockdown began, television channels, starting with Doordarshan, brought back beloved mythological shows like ‘Ramayan’ and ‘Mahabharat’ and won a lion’s share of the viewership pie. ‘Ramayan’ telecast on DD National garnered 170 million viewership for the first four episodes alone.

#TwitterChat: How to give Indian Animation & VFX the competitive edge?

The animation and VFX sector grew 20 per cent in 2019, as per FICCI-EY M&E Report. Demand for domestic content (broadcast and digital) was high in 2019 and is expected to keep rising over the next few years as platforms focus on customer acquisition.

BARC Wk 29: Zee Anmol displaces Dangal to claim No. 1 spot on free platforms

BARC data for Week 29 (Saturday, 18th July 2020 to Friday, 24th July 2020) saw Zee Anmol cause an upset on Free Platforms, displacing Dangal from its long-held numero uno spot. Meanwhile, the content lifeline during the lockdown months, mythological shows are losing their hold on audience eyeballs as fresh content begins to return to GECs.

Indian FMCG saw unprecendented degrowth of 17.9% in April-May: Nielsen

The novel coronavirus (COVID-19) pandemic has led to huge disruption in both supply chain and consumer behaviour in Q2’20. As India went through the two month long lockdown phase, there was a stark decline in macroeconomic factors and consumer confidence.

Can IPL 2020 whip up advertiser sentiments amid tough market conditions?

The Indian Premier League (IPL) 2020 is being held under some of the most challenging conditions. This is the 3rd time in its 13-year history that the tournament will be held outside India. As reported earlier, IPL 2020 will be held in the United Arab Emirates between September 26 and November 8. However, it is now learnt that BCCI wants to postpone the finals to November 10. This edition of IPL will comprise 60 matches to be played over a span of 44 days.

Reimagining live events for virtual space – Understanding the new dynamics

As the world moved indoors amid the COVID-19 pandemic and lockdown restrictions, people’s lives moved to the virtual world for all their requirements – work from home; entertainment; online education; keeping in touch with colleagues, clients, friends & family; ordering food, medicines, groceries & essentials online; and much more.

Nisha Singhania, Rubeena Singh, Shradha Agarwal’s Rakhi celebrations

Raksha Bandhan – that very special festival celebrating the beautiful bond between brothers and sisters – will be celebrated this Monday, August 3, 2020. The festival is observed on the last day of the Hindu lunar calendar month of Shravana, which typically falls in August. Raksha Bandhan is one of the most awaited and loved festivals for Hindus. Rakhi is derived from the Sanskrit word Raksha, which means protection, and the expression “Raksha Bandhan”, portrays “the bond of protection”.

BARC India COO Romil Ramgarhia quits

Romil Ramgarhia has moved on from Broadcast Audience Research Council India sources have confirmed to Adgully. He resigned citing personal reasons. He was associated with the company for 6 years and left it as COO.

Ogilvy Wins Creative Mandate for CARS24

Ogilvy has won the creative duties for CARS24 – the pioneers of introducing the concept of selling pre-owned cars in a single visit and at the best price.


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