Promax&BDA Mumbai conference seeks to find outlets for channels to be heard

MUMBAI: "In a sentence it is about making yourself heard!" That is how a spokesperson for Promax&BDA summed up the objectives of the Mumbai conference which will take place in July at the JW Marriott..

Elaborating further the spokesperson said, " The conference will seek to address challenges facing the broadcast industry such as How do you make your channel's identity stronger and more recognisable than your competitors? How do you increase ratings and attract more advertising revenues? Is your branding working hard enough for you to make this happen? India's ongoing channel explosion means TV stations' channel differentiation, unique branding and viewer loyalty are under constant pressure.

"New satellite platforms and even broadband options will further complicate and clutter an already complicated and cluttered market. Plus with increased carriage options in the most vibrant TV market in Asia, more channels from further afield are starting to look at India as a real and viable business opportunity. Whether it is news, general entertainment, movies, sports or kids' channels, the struggle is always the same which is how to turn up the volume on your message. Make yourself heard. The way there is through branding, promo and design."

Talking about the talent in India the spokesperson noted that in the past Indian broadcasters had consistently delivered award winning branding and promotion within both the regional Asian event in Singapore and the International Promax&BDA in the US. "The work always attracts keen interest from other broadcasting professions and is consistently regarded as cutting edge and innovative. Out of the 35 Gold trophies awarded in Singapore in December, 16 went to Indian broadcasters."

The spokesperson also said that the number of Indian entries for the Promax&BDA Awards went up by 60 per cent last year versus 2002. The spokesperson said that besides the other media partners would be Cable Quest, Exchange4media, B&C, ETC and Ficci Frames who will be presenting a session at the conference.

The spokesperson went on to add that the organisation has a number of sponsorship opportunities to suit all budgets. "We are looking for a Platinum Sponsor for the whole event. The benefits package is very attractive and if it is like other worldwide events it is normally taken by a major broadcaster or individual channel."

Talking about the choice of location the spokesperson said, "We chose Mumbai is it is media capital of India with more broadcasters and channels stationed there than anywhere else. It seemed the logical choice for our first event."

Besides the conference and the awards the organisation is also hoping to have hands on demonstration areas for the best creative technology. Further details will be released soon. Keep an eye on this space.

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