'Consumer annoyance with intrusion in their space will take a new turn'

If there's anything more challenging than predicting the media scene in India, it's reviewing them a year later. It does feel good though if you are more right than wrong on your own predictions. Here's how the reality played out in 2006 and some more predictions for 2007.

Technology and its impact

As predicted, the impact of technology on communication in 2006 was rather limited. Consumer pull rather than organizational push continues to determine the rate of acceptance and dissemination of technology. 2007 will see the adoption of newer technology but again, this is likely to be at the very top of pyramid. CAS may be pushed through by legislation but 3G, TiVo and wi-fi zones still appear to be a while away. Value-added SMS services though are likely to thrive.

Consumers' annoyance with intrusion in their space will take a new turn. We don't think consumers are convinced that a "Do Not Disturb" option keeps pesky telemarketers at bay. In 2007, consumers will hit back. Beware all marketers who think they can intrude on consumers' privacy and get away with it!

The television medium

Last year we had predicted that the television media owners would look at sampling the product and then worry about revenue. The resultant of this would be longer gestation periods and fewer media players who will want to enter the space on a whim. True enough, 2006 has seen no significant launches as far as television is concerned.

To a great extent, this is also impacted by the lack of differentiation in product offerings. We had thought Times Now had the potential to make a dent in the English news segment but it doesn't seem to have done as well as its competitors. Sticking to the basics though has meant that a NDTV 24x7 continues to hold its own and a CNN-IBN has created a

niche for itself.

We had also mentioned that those who do come in will be serious players with deep pockets. Our prediction that Disney's entry would make players like Hungama feel the heat couldn't have been truer. Disney went on to acquire Hungama!

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