MAM

Indian M&E sector needs to look beyond cricket and Bollywood: Dominic Proctor

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/06/06/domnic_0.jpg?itok=QGeZ2EPU

MUMBAI: GroupM Global president Dominic Proctor believes that the Indian media & entertainment industry should move away from the fragile ecosystem where Bollywood, cricket and a handful of national icons and stars are used for all messaging if it has to develop a globally recognised base.

“This must change if India is really serious about building a world class sports and entertainment industry,” Proctor said at Ficci Frames 2013.

In what would be a food for thought for media agencies and advertisers alike, Proctor said the country needs to look beyond cricket and start investing in non-cricketing sports and the signs for their success are very encouraging.

Recent initiatives in F1, Hockey, Combat sports and Badminton are encouraging but not enough, he added.

"In India the content is excessively and obsessively dependent on Bollywood, cricket and stars. This is a wake up call where in order to grow in the global space, the industry here needs to look beyond Bollywood and cricket," he noted.

He observed that the popularity of cricket in all its formats - Test, ODI and T-20 - is declining at a global stage. The dwindling performance of the biggest sport in the country is posing a threat to the business surrounding it, to the companies and brands which have invested on it.

Sports marketing in India will require to have much broader base than just cricket. People need to look at other sports too, like the other parts of the world. Sole focus on cricket as a means to advertise and reach the target audience gives it a monopolistic edge, which has lead to over crowding in the space and over pricing of the properties.

While Bollywood and the Indian film industry is an all pervading influence, brands in India do not leverage this platform optimally. Revenue streams exist in content advertising on multimedia screens & producers and studios should look beyond theatrical returns & innovate new platforms and formats.

Simultaneously, creators should extract total economic value for the content with consumer centric audience planning. With a nod to Web driven content, Proctor said that digital formats will drive advertising revenue growth in under branded India and also help the Indian media and entertainment industry reach out globally.

Talking about Bollywood, Proctor feels that brands need to find new ways to exploit movies for the benefit of the market. Web is a big opportunity too. Now the audience is exposed to the multiple media screens and one can target, monetise and measure the medium. In fact, this is a better medium of targeting consumers. "Advertising in print costs around six times more than that on web to reach out to the same consumer. And web is a better engaging medium."

The big shift, according to Proctor, is from distribution to content, from inventory planning to audience planning. "The need is to optimise inventory by serving different ads to different consumers. So, optimising spend and minimising wastages (is required)."

Proctor pointed out the key challenges that Indian M&E industry is facing today. They are optimising the potential of the Web which poses a huge opportunity for the industry; foundation of a world-class content industry; need to look beyond Bollywood and cricket and tap into the emerging platforms to help extract right advertising value. "As global economy slows, the opportunity is for India and Asia more broadly to lead, and then the others will follow. India can be a support to world‘s media ecosystem like the U.S was," he added.

The media agencies in India need to invest more in digital. "Digital business here is just 5 per cent of the total pie and as compared to the other markets where the spend on digital is around 30 per cent, it is relatively small. So, the agencies here need to invest in the medium, the people who know about the medium, and rope in that kind of talent. The medium will grow and the focus on these will drive digital medium‘s growth in India."

Also, the media agency business here needs to diversify. "Clients want much more advice on sports marketing, mobile marketing, return of investments (RoIs). The media agencies should diversify in order to cater to them effectively," Proctor concluded.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/medimix.jpg?itok=Y6Pame6r
Medimix campaign depicts not to be guilty of neglecting your skin

Medimix, established in the year 1969, is considered as one of the most trusted Ayurvedic brand for more than four decades; has remained the pioneer in the personal care segment by providing complete skin care solutions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/splivilla.jpg?itok=7-O08MX_
Vivo, Denver, Syska, PC, Manforce & Hike board Splitsvilla on MTV

With India’s original dating reality show celebrating a decade, MTV, the iconic youth brand, brings back the most watched game of love ‘Splitsvilla’ with a renewed take on the concept of dating, with an all-new exciting theme - ‘Catch Your Match’. In its latest season,

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/Jab_Harry_Met_Sejal.jpg?itok=B9DZZMlc
TBZ associates with 'Jab Harry Met Sejal'

MUMBAI: TBZ is launching the ‘Jab Harry Met Sejal’ ring campaign on 21 July with a series of consumer centric activities till the release of the Shah Rukh Khan-Anushka Sharma film on 4 August, 2017, with different interactive elements such as ‘Seek the Ring’; ‘Meet and Greet with SRK & Anushka...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/Untitled-1_1.jpg?itok=v3j3c_Rc
#NoWorldWithoutGirls: eBay & Sanam launch campaign

MUMBAI: eBay India along with Band Sanam launched its campaign #NoWorldWithoutGirls. The campaign reinforces prohibition of sex determination kits and addresses a social evil that is prevalent across the Indian society towards acceptance of a girl child.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/21/Advertising.jpg?itok=BJjrVi-T
DAVP ads: Audio-visual medium gets lion's share

NEW DELHI: A sum of Rs 12.8577 billion was spent in 2016-17 in advertisements on various media by the Directorate of Advertising and Visual Publicity, the Parliament has been told.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/20/oppo.jpg?itok=PtmoMH6y
Oppo & Times ask -- What’s your Fresh Factor?

The Times of India in collaboration with Oppo brings the 10th edition of the most coveted personality and talent hunt across colleges in India, Oppo Times Fresh Face 2017. The property has been a calendar event among collegians since its inception as it brings together students, from different...

MAM Marketing Above The Line
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/20/salim.jpg?itok=VmeBBLRZ
Grey's 4-week Salim show TV campaign launched

92.7 Big FM radio network has launched a four-week long television campaign for one of its popular music show, #Salim.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/20/guru_0.jpg?itok=YNcxuh-t
Sony Yay! partners with India Kids Fashion Week

Sony Yay!, the newest offering from Sony Pictures Networks India, has partnered with the latest edition of the India Kids Fashion Week as the official kids channel partner.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/20/Nipun%20Sharma.jpg?itok=Dt1dw43N
Vodafone launches global design store

MUMBAI: Vodafone has launched a global design store in Kanpur. It is a one-stop-shop with exclusive service counters on 4G, M-Pesa, Vodafone Red & Self Service Kiosk. It provides live and engaging experience of Vodafone’s wide variety of products & services.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories