Bruce Dunlop mulls setting up shop in India

NEW DELHI: Bruce Dunlop & Associates (BDA), a broadcast design service company, is weighing the option of setting up an Indian office. The move follows after the company tasted limited success with the likes of Jagran group and TV Today Network.

In India to oversee work relating to the on-air looks of Jagran TV Ltds proposed news channel, Channel 7, BDA business director Gillian Samuels, told,India is a dynamic market (for TV channels) and we are hoping to grab some more meaningful business here.

According to Samuels, the company is looking at a few options of having a presence in India, which may include having direct or indirect representatives through collaboration with a local entity.

Though fairly aggressive in the Asia-Pacific region, India has been a tough nut to crack for BDA. Apart from the Channel 7 assignment, BDAs London office is doing a project for TV Today Network that manages Aaj Tak and Headlines Today. At one time, BDA unsuccessfully pitched for a channel account of Star Network in India.

BDA provides a range of promotion and design services to broadcasters and advertisers worldwide. As a creative agency, it offers a one-stop solution for clients, producing quality work in the field of TV channel branding, broadcast design, commercials, sponsorship, promotions, print and radio.

Commenting on the Channel 7 project, Samuels said that the brief was to come up with an on-air identity that would be unique and different from the plethora of news channels in India, even while not deviating from the philosophy of the proposed channel --- to provide clean and multi-hued information.

It was important for us and Jagran that Indian clichés are avoided,Samuels said. She added, Thats why even Indian symbols have not been used for the logo of the channel.

Admitting that globally news TV is a competitive market --- something that is true in India too --- Samuels said that it was necessary for design companies like theirs to get the attitude of the channel right.The Jagran job needed us to create a unique '7 that we have done after studying the looks of other news channels,she added.

Though Jagran is not forthcoming enough to give a sneak preview of the logo and the looks that one would see when the channel goes on air some time in March, the logo does uses the blue and red colour liberally with a dash of saffron too.

Internationally blue colour is associated with serious and conservative, while red lends vibrancy. So we have combined three colours to create a dynamic product,Samuels informed.

On the issue of brand identity, Samuels, whos from BDAs Australia office, felt that the on-air looks of news channels in India presented a cluttered look,with news tickers `flying all over and: sometimes even coming at the viewers face. BDA also feels that the ticker used by NDTV is enormous, while Zee News has more advertising related information on their ticker rather than hard news, which could be a result of some business decision.

However, Samuels did agree that it is imperative to change the looks from time to time to avoid boredom setting in. It tends to get boring if you as a viewer are watching the same thing for a long period of time. Globally, TV channels change their looks almost every two year. It helps to keep peoples interest alive, but theres no substitute to good content,she added.

An award winning global agency, BDA was founded in 1999 and its clients include Hallmark, Discovery Networks, Ford, Sky Italia, ITV and Disney.

BDA chairman Bruce Dunlop has launched and managed some significant promotional and creative services for broadcasters and advertisers worldwide, including transforming the promotions department at the Rupert Murdoch-controlled BSkyB, launching Sky multi-channels and overseeing the branding of ITV 1 and ITV2. He is also the first non-American to been inducted into the Promax International Hall of Fame in 1997 "for the contribution he continues to make to the business".

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