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MUMBAI:
Continuing with our series on what leading Indian media and
entertainment figures have to say about the Indian television
and media scene ahead of next month's television trade event
Mipcom in Cannes, France we present NDTV Media CEO Raj Nayak's
views.
He
holds forth on addressability, ad spend, collaboration among
other issues.
 Relationship
between Indian media and the rest of the world: "The
Indian Media is far more closer to the rest of the World now
in more ways than one than ever before. International alliances
/ International Funding. Soon this will translate to International
Best Practices across all operations."
Ad
Spend: "Accountability and ROI will be the next wave
in Media investments and collective action as this Industry
comes to the fore.
"The transition to ad spend being 1 per cent of GDP doesn't
seem too far... with more and more fragmentation and the case
for survival, the price points will get pushed up. There is
no other alternative."
Collaboration
and outsourcing: "Online has done it and now other
media are following. It's all about synergies of scale. No
individual company can manage 25-30 per cent growth year on
year for the next 10 years. People will collaborate, efficiencies
will improve, more and more processes will be outsourced.
Individual processes will come out and shine. Ad sales and
distribution outsourcing will take centre stage."
Talent Crunch: "People will be an issue and the
talent crunch to manage this growth will be immense. Investments
in people will continue. Good stock of people will enter the
market getting best practices from other industries."
No more free lunches for TV viewers: "Addressability
will mean no more free lunches for even audiences. Pay for
what you want to see. Better investments will follow."
The regional boom: "The retail wave will ensure
shopping behaviours are altered and hence local promotions
will be most critical heralding the arrival of the new wave
regional channels."
More niche content: "More and more niche content
will come into India. There is no reason why an Aviation channel
cannot come to India. After all there are more people in the
Indian Air Force than all aviation enthusiasts in whole of
the UK. And at Rs 5/- a month for even 10 million HH's (estimated
DTH penetration by 2010), this by itself translates to Rs
600 million revenues in a year, thus challenging all previous
business models."
Also
Read:
Regulation
will continue to be a challenge in India: Reliance's Rajesh
Sawhney
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