The final word on ratings and Phase 3, focus on content, media integration, mobile and digital media — the industries are all about moving forward full speed ahead
By Team IMPACT
We swear we could hear you heave a sigh of relief as 2013 ended. What a complex year of financial downfalls and risk-taking, creativity-challenging histrionics it was. But as most wise people say, it’s wise leave all troubles behind and always look ahead with your head held high.
As is tradition every year, IMPACT turned astrologer with a little help from a few experts, to put together a crystal ball report of what everyone can look forward to as well as be prepared for this 2014. Most domain experts in TV and Radio, for instance, are hoping that a new ratings system and Phase 3 auctions will see the light of day, after which a whole new ball game will begin. With respect to the other domains, we couldn’t help but notice one word pop up every single time: digital. While last year saw players tip toeing around digital media — some taking big risks, some still wary — this year they seem to be more confident not just for giving it a bigger share of the ad pie, but more room for experimenting too.
And with the elections coming up shortly, OOH hopes to cash in big after a particularly lukewarm year.
Enough summarising and onward with our comprehensive report! Here’s what the experts predict will shape each of the industry domains in this new year.
MARKETING: WILL MORE DIGITAL MEDIA ACTIVITIES HELP BRANDS GAIN BROWNIE POINTS FROM THEIR CONSUMERS?
CREATIVE: WILL CREATIVES TAKE TRIED-AND-TESTED ROUTES, AND TRUST NEW TALENT TO FILL IN BIG SHOES?
MEDIA AGENCIES: WILL WE SEE A RISE IN THE USE OF THE ‘SECOND SCREEN’?
RADIO: WILL A FINAL DECISION ON PHASE 3 WILL CHANGE THE FORTUNES OF THE BIG PLAYERS?
OOH: WILL THE INDUSTRY RETURN TO FORM ESPECIALLY WITH THE UPCOMING GENERAL ELECTIONS?
(Thank you for your inputs: Ajay Gahlaut, ECD, Ogilvy & Mather; Anant Nath, Director, Delhi Press Group; Anisha Motwani, Director & CMO, MAX Life Insurance; Ashish Bhasin, Chairman, India and CEO, South East Asia, Aegis Group; Ashwin Padmanabhan, National Head, BIG FM; Brian Boland, VP Product Marketing – Ads and Atlas, Facebook; Dippak Khurana, CEO & Co-Founder, Vserv.mobi; Harshad Jain, Business Head, Radio & Entertainment, HT Media Ltd; I Venkat, Director, Eenadu Kapil Arora, Peresident- Branch Head, Ogilvy & Mather North; Kartik Sharma, Managing Director, Maxus South; Man Jit Singh, Non-Executive Chairman, MSM; NP Singh, CEO, MSM; Nabendu Bhattacharyya, Founder & Managing Director; Milestone Brandcom; Nisha Narayanan, COO, 93.5 RED FM; Pradeep Dwivedi, Chief Corporate Sales and Marketing Officer, Dainik Bhaskar Group; Pradeep Iyengar, President, EMM India; Rahul Kansal, Executive President, Brand Function, BCCL; Raj Nayak, CEO, Colors; Rajiv Saxena, MD, Blue Ocean Media; Rameet Arora, Senior Director, Marketing, Communications and Menu Management, Hardcastle Restaurants Pvt Ltd; Rohit Ohri, Executive Chairman, Dentsu India Group; Sanjeev Gupta, MD, Global Advertisers; Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India; Satyajit Sen, CEO, ZenithOptimedia; Soumitra Karnik, National Creative Director, Dentsu India Group; Soumya Dev and Zaheer Nooruddin of Waggener Edstrom Worldwide (authors of ‘Predicting Digital in 2014’); Sunder Hemrajani, MD, Times Innovative Media; Sunil Lulla, CEO & MD, Times Television Network; Suveer Bajaj, Co-founder, FoxyMoron; Vineet Gupta, Managing Partner, 22feet; Vineet Singh Hukmani, MD & CEO, Radio One; Yogesh Lakhani, CMD, Bright Outdoor Media)
