Tam presents paper on TV product placement at Casbaa

MUMBAI: 28 October, the last day of the three-day Casbaa conference in Hong Kong, saw Tam India presenting a paper on gauging the success of product placements on television.

The paper was presented by Tam India VP Atul Phadnis as part of a panel discussion to understand progress on TV Placements across different markets.

The Tam presentation focused on two critical aspects of 'placements'. The first one was on dimensionalizing placements across 'Exposure Dimensions', 'Audience Dimension' and 'Engagement Dimensions'. The second part focused on the finding in India of how Passive Placements differed from Active & HyperActive Placements in their impact on audience recall.

The panel also featured Steve Garton (Synovate), Julie Petersen (STAR TV), Peter Tortorici (GroupM Entertainment), Angela Feruglio (Starcom Worldwide). The discussion was kicked off by a four country study on 'placements' by Synovate, which found that placements worked in differing proportions across markets.

The Casbaa conference ended on with an unprecedented focus on India vis-?-vis China. The India section was extremely well attended this year in comparison to the China section.

The speakers as well as delegates from major broadcast, technology, cable and satellite companies in Asia Pacific agreed that India looked far better in the current broadcast media context especially since China had recently closed its doors to foreign investment in broadcast media.

They however agreed that the regulatory environment in India needed to provide clarity on major platform issues. Not doing so will see India missing the bus on the $ 900 billion global pool available for investments in the media business.

This year the Casbaa conference among other aspects looked at the following - Mobile TV and the launch of 11 channels on a Mobile TV Platform in Korea, the Nokia launch of new mobile TV devices in the future, Piracy in the Pay TV business, India & China TV Regulatory environment, DTH launch in India, 2008 Beijing Olympics TV Rights, etc.

The attendees from India were Ekta Kapoor (Balaji Telefilms), Biren Parekh (E&Y), Paritosh Joshi (Star TV), Deepak Shourie & Rahul Johri (Discovery), LV Krishnan, Atul Phadnis & Pradeep Hejmadi (TAM India), Rajat Jain (Disney), Hema Govindan (MTV) among others.

Latest Reads
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories