MediAvataar's News Desk

MediAvataar's News Desk

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Challenging the grammar of conventional entertainment and inspiring Nayi Soch, Star India brings in yet another disruption with ‘TED Talks India Nayi Soch’ on Star Plus hosted by Shah Rukh Khan.

In a global first collaboration that will make the transformative power of ideas easily accessible to audiences across India, Star Plus unites with TED - the global platform known for spotlighting and spreading powerful ideas that transform how audiences see their world. Mr. Uday Shankar, Chairman and CEO, Star India, Mr. Shah Rukh Khan and Mr. Chris Anderson, Head of TED addressed the press in Mumbai today and shared their thoughts regarding the show.

‘TED Talks India Nayi Soch’, is TED’s first collaboration with a major network to produce a television series featuring original TED Talks in a language other than English. The show will bring some of the best innovators and thinkers of Indian origin to the center stage, hosted by Shah Rukh Khan. The show captures an eclectic mix of speakers, thinkers and doers, who have questioned norms and brought forth cutting edge ideas that have the potential to inspire billions. All these ideas which originate from personal belief and self-motivation bear testimony to the ingenuity of Indians. Scientists, Authors, Thinkers, Entrepreneurs and Artists, this show provides a global platform to these speakers from all walks of life, taking their ideas to every home in India with the unparalleled reach of the Star Plus platform. It can also be viewed on Hotstar, Star's online video streaming platform.

Mr. Uday Shankar, Chairman and CEO, Star India said, “At Star we have always believed that conventional definitions of content exist only to be challenged. I have been a big fan of TED and felt that there is no reason why these ideas should not be made accessible to all Indians in a language of their choice. Television should offer a spectrum of content which includes not just the traditional definition of entertainment but also content that feeds the human passion for knowledge, which stokes curiosity and inspires people. The timing is perfect -. India is a young country with big dreams and potential. It is a time when the world is looking to India for the next big idea. I am excited by the Star TED partnership as it opens up a world of ideas and truly inspires “Nayi Soch”. Joining us in our endeavour is Shah Rukh Khan whose charisma and enthusiasm will be pivotal in connecting with our viewers."

Host Shah Rukh Khan adds, “It is a huge honour to host this show. When two giants like Star India and TED come together we're sure to fire up a billion imaginations. Bringing the power of ideas to people’s living rooms across India and reaching out to especially the youth of our country, is something that’s really exciting. I want our youth to be inspired to think of new ideas. Simple and unique ideas that pack a punch. Ideas that can change lives.”

Mr. Chris Anderson, Head of TED, said, “TED Talks India Nayi Soch marks an unprecedented step in TED’s ongoing effort to bring big ideas to curious minds around the world. Combine India’s impressive thinkers and its growing appetite for knowledge with Shah Rukh Khan’s global fan following and Star’s massive reach, and we have a real shot at offering millions of people the empowerment that inspiring speakers can bring. We’re delighted at this partnership. The Star team and Shah Rukh Khan have created riveting television that takes the TED platform to a platform to a whole new place."

Star India has always believed in disruptively powering social change through the power of its content to influence and impact people’s lives and thought. Continuing with this journey ‘TED Talks India Nayi Soch’, will take forward Star’s commitment of creating social impact with Nayi Soch in India. Inspiring a billion imaginations is much more than a tag line, it's a promise Star India delivers every day in ways that break away from the conventional, spark national debate and help shape the new India. Fremantle India is the production house for the show.

 

SVC Bank (SVC Co-operative Bank Ltd.), formally known as The Shamrao Vithal Co-op. Bank Ltd, and one of India’s top three urban co-operative banks - announced the appointment of Mr. Ajit E. Venugopalan as its new managing director (MD).

Mr. Ajit E. Venugopalan, B.Com, Chartered Accountant, takes over the mantle of leading the 111-year-old institution succeeding Mr. Suhas N Sahakari. The new MD is a veteran member of the SVC Bank family having rendered 28 years of loyal and committed service to the Bank. He joined SVC Bank in 1989 as an Officer and has risen through the ranks by working in various branches and departments.

Prior to taking up the new role, Mr. Venugopalan served as Head – Corporate Banking.

Commenting on the development, Chairman Mr. Udaykumar P. Gurkar, SVC Bank said, “I am pleased to announce that the SVC Bank Board of Directors has selected Mr. Ajit E. Venugopalan for the position of Managing Director of the Bank. Mr. Venugopalan has taken charge from October 1. He has been instrumental in scaling up the business of the bank. Mr. Venugopalan is very well versed with the changing dynamics of banking and we are positive that he can carry forward the legacy of our Bank.”

Mr. Ajit E. Venugopalan underlined SVC Bank’s vision and promised to take it to the next level of excellence. He said, “I would like to thank the honourable Board of directors for the confidence that they have reposed in me. I am committed to working with the team at SVC Bank and with all our stakeholders to leverage the Bank’s strengths and capitalise on the opportunities before us. I have been associated with this Bank for almost three decades and I will continue to work to the best of my abilities. I owe my banking experience to this institution and my dream is to see the Bank reach its zenith.”

With a sharper focus to bolster business, IndiaCast restructures its International team

The move aims to consolidate operational efficiency and bring in synergies

Govind Shahi, Debkumar Dasgupta and Sachin Gokhale will assume expanded responsibilities aimed at achieving robust growth-

IndiaCast, the Domestic distribution, International & Digital business arm of Viacom18 and TV18, today announced an organizational rejig of its International team. The restructuring exercise is aimed at making the organisation future-ready as it enters its next growth phase. With this move, IndiaCast has emphasized its focus on alternative revenue sources such as digital and live events in its International business.

The role of Govind Shahi has been expanded as the Business Head for Europe, Americas, APAC & Outbound Sales. The functional heads of the above-mentioned regions will now report to him directly.

Sachin Gokhale will now assume the role of Heading the Corporate Strategy, Operations for International business and will continue to oversee the Middle East & Africa region. He will also take charge of VOOT’s (Viacom18 digital initiative) International expansion into the overseas markets.

Debkumar Dasgupta continues to Head the Syndication, New Media / Digital licensing businesses. In addition to the same he will also oversee the South Asia linear business.

All the International business heads will report into Anuj Gandhi, Group CEO, IndiaCast.

Commenting on the organizational restructuring, Anuj Gandhi, Group CEO, IndiaCast said, “We are at the cusp of a big change in our industry with alternate sources of growth emerging in terms of the technology and business models globally. Keeping in mind the ever-changing landscape, It is important for us to have a structure which is agile, empowers business heads to challenge the given and capitalize on opportunities. I am confident that with this exciting structural change coupled with our bold growth agenda will help us excel in our business ambitions.”

Kantar Media and TechEdge bolster innovation agenda with dedicated audience analytics software unit

Dedicated team will deliver enriched big data capabilities and bring new products to market

Kantar Media, a global leader in media intelligence and TechEdge, a leading software supplier for audience analytics announced the creation of a dedicated audience analytics software unit. The team will enhance Kantar Media’s software portfolio and cements the organisation’s audience software analytics offering to bring new innovations to market.

The dedicated business unit will focus on innovation, driving new product developments for the media industry whilst continuing to support existing applications used by 20,000 users across 69 markets. This includes media ratings analytics and reporting tools, AdvantEdge & Instar Analytics; and strategic planning and optimisation tools Instar Planning & K2. The business will be led by Andreas Velter reporting to Andy Brown, CEO & Chairman, Kantar Media.

“As consumers adopt new technology and advertisers increasingly run integrated cross-media campaigns, our clients need for advanced software capabilities has never been greater,” commented Andy Brown, CEO & Chairman of Kantar Media. “I’m delighted to welcome Andreas, Henrik Sahlholt and their team. As we increasingly handle larger data sets including online census and return path data our clients will benefit from a dedicated unit bringing new products at scale to plan and analyse their data across platforms and markets.”

C-level executives lack a clear typology of the digital data that can help marketing strategists unlock value.

With a few exceptions, the bulk of brands to date have mostly leveraged big data for short-term purposes. For instance, companies have learnt how to manage their online reputation by creating social media command centres that can detect and react to consumer chatter in real time. They’ve also learnt to track the recent online behaviour of customers, which has helped them run more targeted advertisements. But this makes C-level executives at best very effective bill posters (when they manage to attract their customers’ attention), at worst spammers (when their messages are misplaced or even worse, irritate customers).

This is due in part to the hype around big data, a less than adequate moniker for what’s just the acceleration of data collection and processing capabilities as a result of digital connectedness. Because big data is multi-formed, the initial approach of business thinkers and commentators was to break it into volume, variety and velocity.

Beyond these descriptive features, C-level executives lack a clear typology of the digital data that marketing strategists can leverage to produce novel and important competitive insights. This leaves them with steep challenges in how to think about these data and act on them.

The 3S typology

What kinds of big data can best unlock value? In practice, we observe three broad types of big data that really matter in helping CMOs get a deeper understanding of their customers and competitive ecosystems: Social, Search and Site (Figure 1).

1. Social footprints

The first type of big data comprises consumers’ and companies’ footprints on social media and other public platforms, such as Twitter, Facebook, company websites, media or blogs.

Massive by the sheer amount of content produced daily – for instance, one hour of video is uploaded every second on YouTube alone – this body of content is the visible part of the iceberg: what people say and share in public or semi-public contexts. It contains very rich information, from public interest in a brand (reflected in the number of likes or comments) to consumers’ perceptions of a brand (expressed through emoticons or even competitive information). Practically speaking, these data can be easily collected via social media analytics solutions, such as those offered by Digimind, NetBase or BrandWatch, and are often shared within brand teams as dashboards.

Social footprints reveal “public sentiment” around brands. While important to know, such visible content doesn’t always reflect actual behaviour. For instance, research shows that some product categories, e.g. cosmetics, yield a disproportionally high amount of online chatter, compared to other categories.

2. Search footprints

The second type of big data, even more massive, comes from search behaviour. Representing two trillion searches per year across all major search engines such as Google or Baidu, these data typically reflect users’ personal interests and thus form an essential part of the iceberg under water. From this perspective, understanding groups of consumers’ search journey can provide extremely valuable information on their interests. In practice, aside from Google Trends, Google AdWords and their equivalent at Baidu or Bing, many SEO or SEM solutions such as KWFinder offer treasure troves of information about up-to-date and (often) geography-specific search volumes and associated keywords. More radical data-mining solutions involve directly tapping into millions of search behaviours to identify consumers’ needs, attitudes and even values for purposes of segmentation, profiling or activation.

3. Site footprints

The third type of big data comes from site footprints left by consumers, and to begin with, those on companies’ websites. More generally, HTTP cookies or IP trackers collect (anonymously) logs of users’ history across devices during a certain time frame. Essentially, they collect path information revealing individuals’ behaviour on the web. Cookies can provide very specific information on how a sub-segment of consumers get to an outcome (e.g. online purchase).

An important source of revenues for personalised retargeting companies such as Criteo, the collection of site footprints is increasingly challenged due to privacy concerns – a momentum championed by Apple and its move to prevent cookies from being collected by default on the latest version of Safari.

A promising alternative used by Tsquared Insights involves directly collecting detailed online logs of consumer panels accessing tens of millions of consumers' digital activity on search engines, but also marketplaces such as Amazon, non-profit websites such as Wikipedia and company websites. This data can then be used to maximise campaign effectiveness, optimise customer journeys but also assess brands' health across different segments.

From spammer to detective

So what does this mean for CMOs? They will need to become agile detectives. Like Sherlock Holmes who relied on loosely linked cues to solve enigmas, CMOs must now navigate social, search and site inputs to generate long-term, novel insights about customers and keep their brands ahead of competitors. To crack this puzzle, business leaders should recognise the biases of big data and properly use each type of footprint astutely: social footprints to unlock qualitative insights on emerging trends or brand sentiments, search footprints to unveil how and why customers get interested in their products or services, and site footprints to unpack the customer journey around, before and after online purchases.

In general, we identify six golden rules for CMOs to master these streams of big data. First, focus on key audiences. Big data enables marketing heads to segment consumer groups with unprecedented granularity. Second, engage customers by identifying their real interests in the category but also outside of it. Third, choose the influencers your audience bonds with, not those you feel are generally influential in all settings. Fourth, move quickly to adapt to new trends. Fifth, don’t rest on your laurels. Tracking your brand’s digital health is a continuous process. And sixth, share digital consumer insights within your organisation, placing them where they should be: at the heart of the decision-making process.


Written by David Dubois, INSEAD Associate Professor of Marketing, and Gilles Haumont, Vice President, Luxury & Strategy, at TSquared Insights

This article is republished courtesy of INSEAD Knowledge. Copyright INSEAD 2017

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