27 February 2020 22:12

APAC HEADLINES

Post by Editor
- Feb 13, 2020
HBO GO is now available in Indonesia as a standalone service. The streaming app is accessible on HBOGOAsia.com and can be downloaded from the App Store or Play Store for IDR60,000* (approximately US$4) a with a 7-day free trial. In Indonesia, the app launched in ...
MediAvataar's News Desk

MediAvataar's News Desk

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B4U is in the midst of strong momentum. Along with the launch of new channels in the past year and the business plans in the works for the future, the network will experience new ways of working and few changes in organizational structuring at B4U, to continue this level of growth.

Mr. Sunil Shah will be designated as Group Managing Director, B4U Films with immediate effect, this is a major inflection point for B4U. Sunil has been with the B4U family for the past 10 years and has been instrumental in propelling B4U Films to greater heights of stardom over the years. This is an affirmation of the role currently being handled, the vast experience he carries in this field and encapsulates the additional market facing responsibilities as part of his new role.

Commenting on this new role of Sunil Shah, Ishan Saksena, CEO of B4U says “I wish him and everyone he interacts with, immense success in the B4U journey”

At the 3rd edition of Pixels 2020, the flagship conference of IAMAI on Digital Entertainment, speakers deliberated on the next phase of growth for the industry.

The industry is now at an inflection point, and according to a recent study, the digital entertainment industry is expected to grow at 29.1% between FY19 and FY24 to reach INR 621 Billion by 2024.

With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are consuming content across an array of digital formats and platforms. Incidentally, with the rising number of smartphone users and with affordable data plans, number of OTT users are set to reach 500 million by the end of 2020.

Setting the context, in his keynote address, Nikhil Gandhi, India Head, said: "The last year has seen a sharp growth in short video consumption and added to a big increase in overall watch time for online video. This phenomenon has also given rise to a rich content creator ecosystem which has seen big success with short video,” he added.

In a panel discussion on Battle of Web Series - Aiming for 100 Crore Club, speakers discussed about how revenue is attributed in developing a web series and all the nooks involved around creating one. They also discussed how branding and culture of such shows has immensely helped and lead to monetization in the business. Discussing on the various aspects of the digital space, the panelists shared their thoughts on how different business is growing and helping in creating a new system.

On a session on Trend Alert – Children’s Content key panelists like Abhishek Dutta, Senior Director & Network Head - Cartoon Network & Pogo, South Asia; Uttam Pal Singh, Head - Discovery Kids, Discovery Communications; Saugato Bhowmik, Business Head, VOOT Kids gave insights on how localisation of shows has actually helping their businesses to grow and adding multiple levels to it like content in local languages has helped the industry to grow. The speakers gave an insight that around 20% of the business caters to the kid’s section and how crucial it is to provide correct content for them. Digital Space along with its vast option also gives out flexibility in many ends and has a huge advantage in building popularity.

A fireside chat was also held with Amol Parashar, where he enlightened the audience how digital space has actually helped him evolve as an actor and has given him that space along with the flexibility without putting any particular constraints. He said the web space has grown over time and allows the actor to experiment and helps in projecting different ideas overall.

The conference witnessed various renowned speakers like Ajay Chacko, Co-Founder & CEO, Arré Nagesh Banga, Deputy Country Manager, BIGO LIVE; Paras Tomar, TikTok Creator & Founder, Nuskhe by Paras Ali Hussein, CEO, Eros Now ; Hiren Gada, CEO, Shemaroo Entertainment Limited; Sameer Hanchate, Filmmaker, Sameer Hanchate Filmmaker ;Vivek Jain, COO, MX Player ; Abhishek Dutta, Senior Director & Network Head - Cartoon Network & Pogo, South Asia ; Kumaresh Bhatt, Co-Founder and CEO, UR Popular; Uttam Pal Singh, Head - Discovery Kids, Discovery Communications; Saugato Bhowmik, Business Head, VOOT Kids among others.

IAMAI organized its 3rd edition of Digital Entertainment called PIXEL. The daylong conference was revolved around the theme ‘Sacred Story of Digital Entertainment Industry’.

Cycling Triple Crown with the new partnership between Tissot and the Giro d’Italia

Adding the Giro d’Italia to its prestigious list of cycling races seemed to be an obvious next step for Tissot, leader in the traditional Swiss watchmaking sector and one of the Swatch Group’s key brands.

The brand’s DNA is built around two characteristics: a commitment to traditional values and a willingness to innovate. Throughout its history, the brand has embedded both these characteristics into its products and technologies, as well as into its diverse portfolio of activities. Celebrated for the high quality of its products, the watchmaker has, over the course of its illustrious history, been appointed Partner and Official Timekeeper for numerous sports including basketball, motor sport, rugby and cycling.

Cycling is one of the sports with which Tissot is most closely associated. In fact, the brand has been heavily involved in a range of cycling events for 50 years. Proud of its Swiss roots, it became even more seriously committed to the sport by joining forces with the Union Cycliste Internationale (UCI) in 1995. Since then, Tissot has been Official Timekeeper of the Road, Track, Mountain Bike and BMX Cycling World Championships, and also for the UCI Track Cycling World Cup.

Having renewed its links with the Tour de France and the Vuelta in 2016, Tissot is now completing the Triple Crown with the Giro d’Italia, thus making it the first Swiss Official Timekeeper in the history of the three biggest cycle tours. Tissot is thus now involved in the ASO’s three biggest cycle races, as well as the Tour of Germany.

The Giro d’Italia will start on 9 May 2020 in Budapest with an individual time trial. The race will pass through Sicily, then along the east coast of Italy, to finish in Milan with an individual time trial in the Piazza del Duomo on 31 May 2020.

François Thiébaud, President of Tissot, said: “Tissot is proud to announce that it is becoming Partner and Official Timekeeper of the Giro d’Italia. This is the first time in the world of cycling that a watchmaking brand has been the worldwide partner of the main cycling events. Tissot’s involvement as Partner of big sporting events like the Giro means the beauty and technical capacity of our products will be associated with the emotional values encountered in the sport, in relation to both individual and team performance. Ensuring precise timekeeping also demonstrates the precision of our watches. With these commitments, Tissot is proud of presenting the time beautifully as well as being a timekeeper.”

It is worth adding that, in the field of two-wheeled sports, Tissot has also been Partner and Official Timekeeper of MotoGPTM and Superbike for many years. These Timekeeping roles are supplemented by other worldwide partnerships such as basketball, fencing, table tennis and the World Ice Hockey Championship that will take place this year in Switzerland.

To celebrate the partnership with Giro d’Italia, Tissot is launching the Tissot Chrono XL Giro d’Italia 2020, a 45 mm diameter chronograph in honour of the first partnership between Tissot and the Giro. There is a racing bike on the chronograph’s second hand, as a reminder of the cycling spirit of this special collection. In addition to details in pink, the Giro’s emblematic colour, the case back is engraved with the Giro d’Italia logo for a touch of exclusivity. The watch comes in a special presentation box dedicated to the event. In addition to the box, the watch has two interchangeable straps.

WARC's research into the health of creativity

19 February 2020 -- Each year, WARC, the international marketing information company, tracks the results of the top global and regional award shows for creativity, media and effectiveness for the WARC Rankings, the ultimate benchmark for advertising.

To assess how often highly creative work is also effective, WARC has analysed the data from the 2016-2019 WARC Creative 100 Rankings (the world's most awarded campaigns for creativity) and the WARC Effective 100 Rankings (the world's most awarded campaigns for effectiveness) covering awards shows tracked between 2015 and 2018. The findings are now published in WARC's latest research on the health of creativity.

Amy Rodgers, Managing Editor, Research and Rankings, WARC, comments: "Over the past year, there has been a lot of discussion around the concern that short-term strategies, which focus on immediate gain, are driving a crisis in creative effectiveness.

"With this in mind, we've compared the data from the WARC Creative and Effective Rankings to see how many creative ideas were subsequently awarded for effectiveness, and what can be learnt from these successful campaigns that can help marketers drive long-term brand health."

Of the 332 creative ideas ranked in the WARC Creative 100 over the last four years, 126 (38%) were also awarded for effectiveness in a show tracked by the WARC Rankings. Of these 126 ideas, 33 (10%) also ranked in the WARC Effective 100, deeming them to be both highly creative and highly effective.

Following WARC's analysis of the 126 most creative and effective ideas, five characteristics have emerged:

Lead media: Ideas awarded both creatively and for effectiveness are almost twice as likely to lead with TV as any other channel

Creative strategy: Emotion is used in more than half of the ideas

Campaign objective: They focus their objectives on brand building

Hard metrics: Measurement is focused on sales, PR and social media

The much awaited Pitch – Madison Advertising Report 2020 was recently released at an event in Mumbai amongst a high profile audience consisting of Manoj Kohli, Country Head, SoftBank India, Vivek Sunder, COO, Swiggy, Sanjay Behl, CEO – Lifestyle Business, Raymond, Avinash Pandey, CEO, ABP News, Bhaskar Sharma, CEO, Red Bull, Parag Desai, Executive Director, Wagh Bakri Tea, K N Shanthkumar, Executive Director, Deccan Herald Group, Anuj Poddar, CEO, Bajaj Electricals, Aditya Swamy, Director Agency Partnerships and Creative Services, Google India, Nitin Bawankule, Head Ad Sales, Star and Disney India, Rohit Malkani, CMO, Crompton, Prathyusha Agarwal, CMO, Zee Entertainment Enterprises Limited, Karthi Marshan, CMO, Kotak Mahindra Group, Sumit Mathur, CMO, Kellogg’s India, Swapneel Naidu, Senior VP, Glenmark, and other eminent people from the marketing and media world.

As is well known the volume of Print Advertising in all major markets in the world is declining and this trend has now been seen over the last many years. However, Print Media in India is a different story. Print Advertising has shown tremendous resilience, and not only has it maintained its volume and value, but has infact increased it. According to Pitch Madison Report in 2019 Print Advertising grew by a further 3% and crossed the Rs. 20,000 crore figure. India is also the only major market where Print has a dominant share even today of 30%, with total Advertising market estimated by Pitch Madison Report at Rs. 67,603 crore.

FMCG, Auto, Education, Real Estate and Retail are the main categories that contributed almost 50% to Adex in 2019. Ecommerce is fast emerging as an important category for Print and grew 14%, over 2018. Political Parties are estimated to have contributed Rs. 200 crore account of Lok Sabha Elections.

Nearly 65% of Print’s growth of Rs. 588 crore is accounted for by 4 categories – Education, Ecommerce, Real Estate and Retail.

English language contributes 25% to Print Advertising.

Print continues to draw its strength from its large diversified category portfolio and has as many as 2,00,000 Advertisers, compared to TV which has only around 12,500 Advertisers. It takes as many as 12 categories to contribute more than 70% to Print, compared to only 4 categories to contribute the same number to TV Advertising.

Forecast

The Pitch Madison Advertising Report Forecasts a growth of 10% in 2020 guided by the expectation that the economy should bounce back in 2nd half of 2020. The report therefore forecasts a subdued first half for advertising spend, but a buoyant 2nd half, specially quarter 4. The Report also forecasts that Print in India will continue to buck the global trend and further grow in India by 2% in 2020.

Says Mr. Sam Balsara, Chairman, Madison World, “I believe Adex will grow dramatically over the next 5 years given that we are one of the larger growing economies of the world and already growing at twice the rate of global Adex (11% vs 5.4%). Despite this India’s contribution to global Adex is under 2%, which is bound to go up. Advertisers need to experiment more with media and do things differently to harness the power of media for Brands.”

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