abhishreshthaa
Abhijeet S
PANORAMA OF MEDIA SCENE IN INDIA
Even MBAs who were so far lured away by the engineering, banking, and finance companies and the multinationals are now considering employment opportunities in the media world, which is the freshest, and the most promising industry of tomorrow. With telecommunications advancing at a fast space, the world has become a global village and the effects of this are bound to spill over to the advertising, marketing and the business world.
The milestone that changed the Indian scene completely was the launch of Star TV. With the explosion of channels and the proposed additional channels, DD has lost its monopoly over the electronic broadcasts. Even then, DD itself is gearing itself up to meet the challenge by starting its own satellite channels, and if the response to the metro channel is so very encouraging, there is no reason why DD cannot take head on the foreign channels and the other indigenous channels, provided a right kind of software is offered to the public for viewing.
In-not-too-distant-future a media planner in India will have to be uptodate in his marketing research work. He will have to verify the claims of the viewership of these myriad channels. Till this is done, the media plan is going to remain based o the gut feel, and the generally expressed opinion. In this complex scenario, media planner’s task will be quite a challenging one. Advertisers will have to pick and choose the right type of channel/programme to reach his target audience. With multiplicity of TV channels, the advertisers are not sure whether the message is reaching the right target audience.
Space selling/ time selling is going to be more aggressive. Each channel will be a ‘brand’. We may have to match the channel and the advertising. The channel profile will consist of its audience and its programming. A channel manager may in fact work like a brand or product manager of a marketing company. Getting ads for electronic media is more difficult than getting ads for the print media.
Even MBAs who were so far lured away by the engineering, banking, and finance companies and the multinationals are now considering employment opportunities in the media world, which is the freshest, and the most promising industry of tomorrow. With telecommunications advancing at a fast space, the world has become a global village and the effects of this are bound to spill over to the advertising, marketing and the business world.
The milestone that changed the Indian scene completely was the launch of Star TV. With the explosion of channels and the proposed additional channels, DD has lost its monopoly over the electronic broadcasts. Even then, DD itself is gearing itself up to meet the challenge by starting its own satellite channels, and if the response to the metro channel is so very encouraging, there is no reason why DD cannot take head on the foreign channels and the other indigenous channels, provided a right kind of software is offered to the public for viewing.
In-not-too-distant-future a media planner in India will have to be uptodate in his marketing research work. He will have to verify the claims of the viewership of these myriad channels. Till this is done, the media plan is going to remain based o the gut feel, and the generally expressed opinion. In this complex scenario, media planner’s task will be quite a challenging one. Advertisers will have to pick and choose the right type of channel/programme to reach his target audience. With multiplicity of TV channels, the advertisers are not sure whether the message is reaching the right target audience.
Space selling/ time selling is going to be more aggressive. Each channel will be a ‘brand’. We may have to match the channel and the advertising. The channel profile will consist of its audience and its programming. A channel manager may in fact work like a brand or product manager of a marketing company. Getting ads for electronic media is more difficult than getting ads for the print media.