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.

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