The more the merrier, they say! But, can the existing ad-pie accommodate so many channels? In the year 2006, advertising spends showed an exponential growth of 23% over last year’s spends to touch Rs.163 billion. However, as compared to other countries like New Zealand where ad spends contribute 1.38% to
the GDP, Thailand (1.6%) and Singapore (1.12%), in India, the percentage is as low as 0.34%, which is miniscule as compared to the global average of 0.98%. Sure, there is enough room for the advertising pie to expand. What is also driving channel launches is the lesser dependence on advertising revenues in the future. The coming in of Direct to Home (DTH) and Conditional Access System (CAS) will ensure that most of the subscription money reaches the broadcasters.
Media planners are upbeat about the current churn in the industry. Says Naresh Gupta, National Head, Strategic Planning, Grey Worldwide, “Right now, there is nothing that speaks to a young girl or to a teenage boy or a 40 year male, and there is nothing that speaks to a retired man… From the agency perspective, the sharper audience you deliver to me, the better results it will get.”
the GDP, Thailand (1.6%) and Singapore (1.12%), in India, the percentage is as low as 0.34%, which is miniscule as compared to the global average of 0.98%. Sure, there is enough room for the advertising pie to expand. What is also driving channel launches is the lesser dependence on advertising revenues in the future. The coming in of Direct to Home (DTH) and Conditional Access System (CAS) will ensure that most of the subscription money reaches the broadcasters.Media planners are upbeat about the current churn in the industry. Says Naresh Gupta, National Head, Strategic Planning, Grey Worldwide, “Right now, there is nothing that speaks to a young girl or to a teenage boy or a 40 year male, and there is nothing that speaks to a retired man… From the agency perspective, the sharper audience you deliver to me, the better results it will get.”
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Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
