| The following were some of the views expressed
by the panelists who advocated the need for 360 degrees marketing
and consistency of brand messages across media platforms. The
panelists called this trend the "village idiot syndrome"
as the fragile loyalty of the consumer is towards the content
and not towards any particular medium as such.
Initiative Media president Ashish Bhasin
· Serial makers and film makers mar good content
by using shabby posters, unplanned outdoor media and sensationalism.
· Channels must market themselves as a distinct personality
as well as leverage their programmes.
· There is lack of consistency and application across
multi media platforms
· In this era, the consumer is bombarded with media
- in the 16 hours of waking state, the consumer watches TV
for 64 minutes; reads print for 22 minutes; listens to radio
for 17 minutes; visits cinema theatres five times an year;
sees 15 outdoor panels in a month.
· There is a need for building relationships and pull
in traffic by leveraging content.
· There is nothing like an universal entertainment
programme. Cross branding synergies must be explored by channels
not just for themselves but for their programmes as well.
The same holds true for other content aggregators.
· Proper channels and other media must be used for
promoting content in sync with the values associated with
· Aamir Khan Productions and Sony Entertainment Television
(SET) have done a good job with the block buster Lagaan.
In fact SET's Lagaan Maaf contest actually raised eyebrows.
Lagaan also leveraged merchandising options such as
the Britannia contest, stationery, billboards and comic books.
· Connect with the relevant consumer with relevant
· Create synergies for brand experience and brand extensions.
· Below the line promotions for TV channels is a must
considering the fact that the conditional access system will
be implemented soon.
MTV India MD Alex Kuruvilla
· The audiences have gone everywhere in today's scenario.
If you are not everywhere, you are nowhere.
· There has to be a method in the madness and entertainment
brands are not built by accident but through a properly thought
· These media brands can be built by using multimedia,
people, ground events, trade and multiple platforms. The clear
need is to give consumers a chance to see, hear, wear, interact,
experience and leverage.
· MTV India's online website has 1.5 million registered
online members; MTV Citibank's co-branded credit card won
accolades for marketing and promotions; MTV tied up with Virgin
to provide the first piece of convergence marketing; MTV tied
up with Mattel to create Bakra toys; MTV's 50 hour
longest party in Delhi entered the Guinness Book of World
records; MTV Style has set fashion trends.
· On the anvil are new products such as MTV deodorants
and MTV's Tight Slap interstitial.
· MTV has also promoted social causes as AIDS awareness
events and programmes.
Equitor Consulting CEO Ramesh Thomas
· The Indian media and entertainment industry hasn't
realised the value of branding.
· More than 93 per cent of India's capital is channelised
in destroying value. The cost of acquiring and retaining customers
takes away the bulk of budgets and resources.
· Customer franchise is an economic compulsion and
effort must be made to develop financial value (quality and
stability of future earnings).
· There is a need for disruptive thinking and developing
an ability to question existing ground realities, relationships
· Marketers must seek a compelling idea which they
can possess and own for the rest of their life.
· There is a need to galvanise the entire organization
behind the essential ingredients and unique selling proposition
of the media brands. Breakthrough culture would entail the
following - the need to externalize training and internalize
· There is a need to adopt an integrated approach to
marketing and identify maintenance, control and manipulate
brand connects with ruthless attention to detail.
· A brand is a relationship which secures and creates
Bennett Coleman and company's response director Bhaskar
· Entertainment brands are ruled by frugality of
tenure; fragile brand loyalty; constant need for buzz and
hype; need for consistent renewal or freshness.
· Everything around us is a medium and the consumer
is highly opinionated due to availability of multiple options.
· Brand management has evolved from the inside-out
syndrome to link management.
· The prism theory wherein one beam gets converted
into a spectrum holds true in the case of media brands.
· There is a need to straddle the consumer's mind and
· Sensory marketing should transform itself into experiential
· Move from point of contact to point of impact
BBC marketing director Jane Gorard
· The challenges in marketing involves consistency
of branding messages across platforms.
· One should communicate the essential elements across
· Strike an emotional chord with audiences.
Well, the writing is on the wall! Its a "brand"
new world in the brand new world!