Specials

Live entertainment needs more government support

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/08/26/fi-top_10.jpg?itok=RMpx1FIC

MUMBAI: Optimism and expectations of sustained growth of the live entertainment industry in India thrived at the session on "Live Entertainment and Shows: Engaging the audience" on the opening day of FRAMES 2003. The verdict was very clear - "It can only get better from what it is today!"

The common consensus during the course of discussions included points such as : (i) The government needs to set up the system of one window clearance for all kinds of licensing requirements; (ii) There is lacuna of infrastructure for huge live events; need for better stadiums (iii) Events have to be used innovatively to suit the marketers needs and create strong brand experiences.

 

The panelists on the session included Showtime Events India MD Michael Menezes, Fountainhead Events chairman Brian Tellis, Teamworks Films MD Sanjoy Roy, Publicis India Communications MD Bharat Dabholkar and the session was moderated by DNA Networks MD T Venkat Vardhan.

The session focused on the issues plaguing the event industry such as prohibitive entertainment taxes and other regulatory issues. It also advocated the need for building media brands through events.

While addressing the gathering, Showtime's Menezes said: "The government should start off by stepping in and provide stimulus which could actually help grow the live entertainment industry. Taxes need to be brought down to a real level. We also need various incentives to develop and take Indian entertainment to international levels.

Menezes pointed out that the developed countries such as the US have more than 180 "live" events every year. "Live Entertainment is a huge revenue generator globally. For the marketer it makes sense to back events because entertainment can be a powerful tool," he added.

Fountainhead's Tellis reasoned: "More brands need to step out and create experiences. Basically, we may term them as events, but actually they are experiences. The experience of a brand is ultimately what the consumer looks for.. that is what compels a consumer to buy. In a cluttered and saturated market one thing that a brand needs to do is 'behave differently'."

Tellis said that in marketing terms an event is basically a "brand bubble". "For event companies to survive and the market to grow, what needs to be done is working the other way round. We should create an event for a certain brand after understanding its communication needs rather than the conventional way of creating an event and then looking for brands to back them. Ultimately the basic purpose for doing an event is to use the event to felicitate strong emotional relations between the consumer and brand," added Tellis.

Teamworks' Roy who focused on developing the festivals culture in India said: "Internationally, festivals (whether they are film festivals or others) symbolise the place, the town or country they are held in." He cited the example of the Edinburgh festival which rakes in millions of pounds annually. "A mixture of tourism, culture, heritage should be used to develop the festival culture in India," added Roy.

Dabholkar, who is also a well-known theatre personality and has directed scores of successful plays in the past spoke on the state of theatre in India. Speaking in his inimitable style, Dabholkar had the audience in splits as he regaled the crowds with a couple of humourous anecdotes.

Dabholkar stressed on the need to "know your target group" before creating any kind of entertainment product.

 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/year.jpg?itok=5GvcFiSh
2017 was a regulatory roller coaster and the ride continues

NEW DELHI: The year 2017 for the media industry certainly couldn’t be called easy from the point of doing business despite efforts and claims by the federal government that significant progress had been made in the regard.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/ye.jpg?itok=x24qJXmR
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/content.jpg?itok=_9GC25n5
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/dth.jpg?itok=QkzMsFlZ
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/year.jpg?itok=Qc8RGGh9
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/Untitled-1.jpg?itok=bmTRbT_m
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/ear.jpg?itok=jT2Q8mKD
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/03/year.jpg?itok=SbrfiYTZ
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/30/Sahil-Shah1.jpg?itok=weZUchlK
Guest Column: The comeback of full-service agencies in India

By 2020, we will be close to a billion digitised screens. With the advent of cheaper data and smartphones and by virtue of tech giants such as Google, Facebook and Amazon entering the grassroots of India, digitisation has become inevitable. And it’s going to be mobile plus digitised television (...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories