Media Landscape

Changes, Challenges & Opportunities

Brand marketing vs Media marketing

Aligned but Different

Key Media & Market Developments

Brand consumption vis-a-vis Media consumption
Key similarities & dissimilarities

Reaching & Refining target viewers

Influence of environment media

Anywhere Anytime Consumer Connect Efforts

Nonstandard ways of reaching the audience

Brand consumption vs Media consumption

Exploring the key similarities & dissimilarities

The distribution channels are similar

Broadcaster

Mega wholesaler

MSO

Retailers

Local Cable operator

Consumer

Viewer

Key Battle for Broadcast

Building a Product Price Notion

Awareness Building A Broadcasters Challenge

TAM conducted a Pay TV Homes Estimation Study to understand Impact of CAS Implementation The study was fielded post rollout of CAS in the 3 metros in Jan 07 Despite awareness building efforts consumer understanding on CAS remained a serious area of concern

Broadcasters struggled to get consumers on the same page !

Mumbai Delhi Kolkatta

73

59 54 44

41

10

Has CAS been mandated in the complete city (Yes%)

Is STB required to view free to air channels (Yes%)

Base : All TV Homes

Clearly,
Broadcast Economics require subscription revenues to kick-in, in a serious manner Broadcasters need to take giant steps to build a Product Price notion

Reaching & Refining Targeted Viewers

influence of changing environment on media

The rapid TV penetration adding First Time consumers to the medium itself!

Source: NRS 2006

Did these changes happen uniformly in low CS Areas! Growth across the board & fasteracross the board

High CS penetration

Low but growing CS penetration

45%

38% 69% 16%

70%

Fragmentation accompanying New Entrants!!

High CS penetration

Low but growing CS penetration

59% 42% 62%

59%

73%

A Balancing Act for Broadcasters

New Entrants

Discerning Viewers

Fire at Both Ends!!

On one hand,
New Entrants in smaller towns Target Consumers with little/no predispositions

On the other hand,..

Consumers rapidly evolving & exploring new content frontiers Typically, Higher SEC homes in large metros

To measure & help manage the discerning viewer - Elite Panel

Centers : Mumbai & Delhi Profile : SEC A1 + AC +PC + Car owners

Keeping pace with the viewer

Non-standard ways of reaching the audience

The Current Media Consumer !

So much more to have now!!!

Advertising Over-load !!

28% 35% 25% 65%

The Inevitable.. Is here !!

Advertising Volume clearly soaring for the sky ! Growing Channels offering varied fare ! Ad Avoidance on the rise !

The Need
Attempt to maintain a delicate balance Commercial : Content To identify the means of non-standard advertising To Monitor - In-Program Integration Options To measure the impact of such integration vis a vis conventional advertising

Case - Non standard advertising on Cricket

Why Cricket?
Cricket traditionally provides one of the biggest platforms of deliveries for media Cricket offers the largest number of commercial platforms than any other form of content

Sports & Events offer greater opportunities for Soft Advertising

A glance at some platforms

On Stump and Replay bug

Billboard on the Off Side

On Screen Analysis

Ground Painting

Billboards

Billboard-Boundary

Fusion with Ratings : Currency for Transaction

In Sum,
More the Choice, More the Effort to reach viewers Need for non-standard forms increasingly gaining momentum Embedded Brand Communication An emerging frontier Challenge & Opportunity : Managing Brand-Content Integration

The S-Group Benchmark Study

A First in the Country Setup & Measured Impacts in the course of the Champions Trophy A beginning!

Thank you
Presentation www.tamindia.com Presenter pradeep.hejmadi@tamindia.com