Specials

Multi media branding urged

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/08/27/fi-top_12.jpg?itok=zLTmSvx5

MUMBAI: The session 'Multiple Revenue streams for entertainment industry:

Out of the 'box' thinking' had some innovative and bold

suggestions coming from Neeraj Roy who co-ordinated

the panel, producer Harish Dayani, Sandip Das (CEO, Hutchison Max Telecom Limited), Rajesh Jejurikar (Marketing Head, Mahindra & Mahindra), Rohan Shah (Partner of Economic World Practice) and Manivel Melone (Business Development Director, FTV).

Das suggested that mobile phones can go a long way in helping the producer popularise his movie. "You can create a positive buzz about your product by showing music clippings and even film trailers to the people owning mobile phones. Believe it or not, today 70 per cent people in the US don't see a movie unless and until they have seen its trailer through Internet. I have data to tell you that by the end of 2003, more handsets than PCs will be connected to the Net. You could continue to keep your movie in the news by tying up with mobile companies and sending messages

across to the public.

In the resultant tie-up wherein the public has to reply through SMS with the mobile company, the producer obviously keeps a valid and deserving share."

Dayani said, "Why not tie up with brands and introduce advertisements in the theatre? Nobody will go out in the dark if an ad or two is shown after every half hour. As a producer if I have spent Rs 100, I want to recover more

than that. Gone are the days when a producer will wait for the movie to register box-office collections."

The audience did not seem to like Dayani's suggestion. The icing on the cake of objection came from a backbencher who said, "If the producer is thinking so much about his profit, I refuse to pay Rs 100 per ticket for a theatre viewing. Not more than Rs 20 please!"

Dayani still persisted. He said, "If the film script is good, the

idea will work. It has to be blended. For example, the Pepsi brand was beautifully weaven in Dil To Pagal Hai. But if the script is bad..." he trailed off. Being someone very closely associated to films and television, yours truly could easily understand that he was hinting towards Yaadein which had blatant advertising of 'Coke', 'Hero Cycles' and 'Paas Paas'. Finally, Dayani suggested that even at the beginning and end of music casettes, a jingle of the product could be used to advertise.

Jejurikar commented on brands. He said, "Brands are about promises made to consumers. Consumer form images. These are called brand associations. Associations could be either physical or psychological. Associations are created through touch points- press, TV, internet."



He continued, "Films are fashion leaders. Like, Shah Rukh Khan's Polo shirts of Kuch Kuch hota Hai had become a rage. So brands and producers can tie up with each other, and the brand association can be built faster with a celebrity. There's nothing wrong in that, if the mutual association benefits both the parties without harming anybody."

Rohan Shah eschewed, "Earlier the consumer had no choice. The entertainment was restricted to cinema and television. Today, there are a plethora of avenues made to entertain. In such a scenario, the multiple, rather the essential revenue required by a filmmaker, needs to be streamlined. Brand and producer could even jointly advertise the movie."



Melone signed it off by saying, "All the fair options of possible revenue deserve consideration. Business must always be developed. You have to ensure being resourceful."

 

The session: Multiple Revenue streams for entertainment industry: Out of the 'box' thinking

Moderator: Neeraj Roy, Hungama.com chairman and MD

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=LCDfUTHb
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ‘The Earth Tee’ and designed by renowned fashion designer Anita Dongre, under its...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=GyhainlE
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=tcCmJbUp
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=58t69ZWV
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=saEessEW
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ott_digital.jpg?itok=TbTt6GB7
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ficci.jpg?itok=orH6kGOd
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/fic.jpg?itok=8XCuIr6t
M&E to cross Rs 2 trillion by 2020: FICCI-EY report

FICCI Frames 2018 saw the launch of its annual media and entertainment (M&E) report, this year by Ernst & Young (E&Y) titled ‘Re-imagining India's M&E sector’ which captures key insights from the exciting and fast growing Indian M&E sector.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/05/Ficci_Frames_2018.jpg?itok=4twFKrtj
Ficci Frames 2018: Smriti Irani for highlighting M&E's economic importance

MUMBAI: Even as the Indian media and entertainment (M&E) sector is projected to cross $31 billion by 2020, Minister for Information and Broadcasting (MIB) Smriti Irani said yesterday it is imperative that the country as a whole projected the economic value that the industry lends to the country...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories