Numbers have long been known to be coldly accurate but thoroughly incapable of assessing softer aspects like emotions and feeling. However, ensuring that audiences connect with brand messaging is the next frontier of effective measurement.
Today’s consumers access content across myriad media, but consumers in India continue to view television commercials to be among the most trustworthy sources of advertising. Given the prevalence of TV in consumers’ lives, however, viewers are bombarded with more ads than ever, making it that much more difficult for brands and agencies to create commercials that truly connect with their audiences. So what’s involved in building that connection?
The media industry has a long history of measurement solutions that assess an ad’s impact on its intended audience—understanding what works and what doesn’t. But they don’t determine whether an ad creates an emotional connection with the viewer. This represents a significant opportunity for marketers because studies show that purchase decisions are driven by emotions.
Emotions are intangible, and measuring them is no small task. Direct response surveys can be misleading because they presume that respondents can accurately verbalise their emotions. Verbal responses require respondents to express, and therefore rationalise, their emotions as feelings. Emotions are instinctive reactions to external stimuli, whereas feelings are the mind’s interpretation of those emotions; and are therefore, subject to personal bias, culture, setting, past experiences and ingrained beliefs. Moreover, many emotions don’t break the surface of conscious awareness, making it impossible to be interpreted as feelings.
For many modern researchers, using techniques that can directly measure neurological and biological reactions are the best way to evaluate emotions. These reactions can include heart rate, sweat, posture, facial reactions, electrical impulses in specific regions of the brain, etc. Those techniques are collectively referred to as neuroscience, and recent technical innovations in this field are helping break new ground in our understanding of consumer behaviour. They’re also setting a new standard for ad testing.
Everything on this planet is always on the move including the ceaseless revolutions of our own planet earth. However a new planet nowadays has emerged shining in its own glory and resplendence while making the people tap their feet to its tunes.
Ranging from films to politics, from social issues to music, from leaders to commoners, PLANET MARATHI has been catering variety of shows on its web platform through its unique and indigenous ways of presentation. Whether it is the live Ganpati aarti from Maharashtra’s honorable Chief minister Devendra Fadnavis ‘s residence or the 10 day regal pomp and devotional atmosphere at the Lalbagcha Raja, Planet Marathi has given it all to the audience with elegance.
Its flair to present the intricate work and struggle of art and cinema through style has won hearts of people and gained attention of international magazine like Forbes India Magazine.,which covered about their initiative to create an international Marathi Platform
While featuring Dr. Subrahmanian Swamy and interviewing him on a web channel was a different game altogether , viewers across the country and abroad were hooked on to the twitter platform of Planet to witness the live conversation with the most intellectual MP and economist of our times.
Head and founder of Planet Marathi Mr.Akshay Bardapurkar who hails from the field of brand management himself believes, the world of entertainment is huge and vast ,simultaneously regional Marathi viewership on web is almost 70 million in world out of which Maharashtra alone has 21 million Marathi Internet users which is in itself a gigantic number.
“To reach out to people is to empower them with information, knowledge and entertainment by help of newer aspects of technology opening new doors of imagination and creating platforms like Planet Marathi”.
With talk shows done by renowned actor Mahesh Manjrekar simultaneously, interviews of different personalities on #Faces by noted political analyst and writer ,author Raju Parulekar brought more recognition and authenticity to the kind of content being broadcasted on Planet.
Recently music composer duo Ajay Atul were on Planet and gave an exclusive interview to Amit Bhandari, as they claimed not to have spoken on media talk shows since years .
Here is the heart touching conversation:
PLANET MARATHI is an initiative started by AB Company India digitally partnered with TWITTER INDIA under the special partnership program . AB Company is a subsidiary concern of AB Company INC, Texas , USA which handles distribution and promotion of regional films abroad and also manages International film festivals and awards.
In the past eight months it has successfully launched four premium shows which garnered tremendous popularity amongst the Marathi circle
•Manja Bole With Mahesh Manjrekar
•#Faces With Raju Parulekar
•Bhannat Review Show With Ganesh Matkari
•Lai Bhaari With Amit Bhandari
Besides major film announcements being done in the Twitters Exclusive #Blueroom facility, they have pioneered in telecasting events from varied fields including CyberCrime, Social and Traditional events such as
- 2nd National Cyber Psychology Conference 2018 by Responsible Netism
- Featured guests like Mrs. Amruta Fadnavis( Wife of Chief Minister of Maharashtra ) ,Mr. Vinay Sahastrabuddhe(PRESIDENT ICCR) and many more
- Online Video Partnership for the film “Rakshaas”
- Live coverage of the promotional event of THACKERAY , the upcoming movie .
Apart from this they are also planning to launch in forthcoming time three brand New Shows :
Planet Startup - Aiming to launch the Entrepreneurs
Food and Travel Show
Planet Unplugged -A Musical Ensemble
With so much on their platter and the enthusiastic team of professionals and creative people, Planet Marathi is surely here to leave an indelible mark on minds of people and etch its name in field of Entertainment with its novel ideas of inculcating and culminating Art, Culture, Films, Theatre, Music, Dance, Entertainment, Literature , Politics, News,Society, History & Tourism on its web platform.
Arab billionaires have a combined net worth of $76.7 billion.
Egyptian, Nassef Sawiris, tops the list with an estimated net worth of $6.6 billion.
There are 31 Arab billionaires, 7 of which are from the U.A.E. and 7 from Lebanon.
No Saudi billionaires feature in the 2018 list.
Forbes Middle East is uncovering the Arab billionaires that have been revealed in the 2018 Forbes US Global Billionaires ranking. The 31 mega-wealthy Arab business tycoons have a combined estimated net worth of $76.7 billion.
Construction and chemical tycoon, Nassef Sawiris, tops the list with an estimated net worth of $6.6 billion. He is followed by three Emirati business moguls—Abdullah Al Ghurair, Majid Al Futtaim and Hussain Sajwani, with an estimated net worth of $5.9 billion, $4.6 billion and $4.1 billion respectively.
None of the previous year’s Saudi billionaires made it to this year’s rankings.
This year Forbes US chose to abstain Saudi Arabia billionaires from the list due to reports revolving around their asset seizures. Last year Saudi billionaires were worth $42.1 billion, this year they were expected to be worth more considering the rise in oil prices and capital markets globally.
As a result, the total wealth of Arab billionaires has fallen from $123.4 billion to $76.7 billion, and 11 have dropped off the charts: last year there were 42; today there are 31.
Booz Allen Hamilton has been included on Fortune magazine’s prestigious list of “The World’s Most Admired Companies” for the seventh consecutive year. Described as “the definitive report card on corporate reputations,” the list is based on responses drawn from 3,900 executives, analysts, directors, and experts.
The rankings are determined based on nine key performance areas, from investment value and quality of management and products to social responsibility and ability to attract talent. According to Fortune, the companies included represent “the pinnacle of excellence.”
Once more, Booz Allen ranked third in the Information Technology sector. The firm was specifically recognized for Innovation, People Management, and Social Responsibility.
“Booz Allen believes deeply in the power of our diverse, values-driven workforce to change the world,” said Chief People Officer Betty Thompson. “Every day, our talented people harness collective ingenuity to achieve great things for our clients, colleagues and communities and we are proud to have received this recognition.”
“Now that the economy seemed to have absorbed impact of demonetization and GST implementation, I am hopeful of overall economy and hence broadcast sector to grow in next 4 to 5 quarters. 2019 is a year of general elections in India. With that, we are hopeful of growth powered by spending by political parties along with players from emerging industries like payment wallets and online shopping portals spurring the growth of broadcast industry.” Said, Megha Tata, Chief Operating Officer, BTVI.
In an interview with MediAvataar India, Megha shared her reflective insight on the TV and Broadcasting Industry, vision for BTVI and post budget observations.
Here is the complete Q&A….
MediAvataar: Business strategy and growth plans for BTVI?
Megha: BTVI plans to expand its reach to viewers across the country with a complete portfolio, offering all relevant content (business, economy, stock market as well as branded content). We plan to enhance our presence by digitizing our news and content and leveraging social media and technology. Going ahead, we plan to have sharp focus on expanding our distribution footprint, enhance our client & agency coverage and to strengthen our brand outreach & perception.
MediAvataar: Budget reaction?
Megha: This budget had no announcements that would directly impact the broadcast industry. However, the focus on improving the digital ecosystem in the country will impact broadcast industry in the long term future. It’s Focus on agriculture will certainly drive consumption in non-metro India which will spur growth for broadcast industry. Overall, this budget did a fine job of being populist keeping an eye on next year’s general elections, while maintaining the fiscal prudence. I am happy that FM has also kept his promise by reducing corporate tax rate to 25 %.
MediAvataar: Your outlook on the current TV broadcasting medium and industry?
Megha: In the quarter of demonetization, broadcast sector was negatively impacted owing to traditional advertisers holding back their ad spends waiting for clarity to emerge on demonetization’s impact on individual sectors. However, subsequent quarters have seen ad spends of major advertisers back to earlier levels along with some new category of advertisers like mobile wallets pushing overall ad spends higher than before. With GDP growth rebounding to 6.3% in Q2 of FY 2017-18 as GST jitters recedes, broadcast industry is optimistic about ad spends and we are hopeful of closing FY 17-18 on a positive note.
Now that the economy seemed to have absorbed impact of demonetization and GST implementation, I am hopeful of overall economy and hence broadcast sector to grow in next 4 to 5 quarters. 2019 is a year of general elections in India. With that, we are hopeful of growth powered by spending by political parties along with players from emerging industries like payment wallets and online shopping portals spurring the growth of broadcast industry. 2018 saw a very good monsoon. The crops from this year will hit the market in current and next quarter. This will further grow the economy which in turn will have positive consumption impact on our advertisers businesses and hence on us. Some of the government led initiatives like increasing FDI limit from 74 per cent to 100 per cent in cable and DTH satellite platforms, and granting industry status to the film industry for easy access to institutional finance will help both the broadcast as well as film industry in India.
MediAvataar: Digital media and effect of it on the Television medium?
Megha: IPL rights to Star network has demonstrated the power of bundling traditional TV offering along with new digital platforms like OTT. I am expecting more such bundling of cross platform offerings by other major players to leverage intrinsic value of a brand.
Another thing we are excited about is how Internet of Things (IoT) will shape media and entertainment landscape. Since IoT generates immense amount of consumer data - Location, behavioural, consumer-preference, demographics to name few - from a variety of devices and systems. This immense amount of metadata will help us construct detailed consumer profiles and use them to create and instantly deliver personalized content /ad delivery across multiple screens.
Impact of Artificial Intelligence, Augmented reality and Virtual reality on media and entertainment industry will be interesting to watch out for as well.
MediAvataar: Consumer engagement and content strategies?
Megha: To cut the long story short, we identified the need gaps in the content for our viewers and filled those gaps and delivered much more than what is expected from this genre. A detailed qualitative consumer study helped us understand and identify what works for our viewers and then we simply delivered that content at the time of the day most suited for our viewers. Our refreshing and diversified content mix (which ranges from stock market to business and economy, from Women entrepreneurs to fashion and lifestyle, from Bollywood to Unique branded content properties like he Journey & The Big drive) was supported by and exhaustively promoted through our marketing efforts. The shows and the brand was promoted extensively with 360 degree spread which included TV, Digital and Social media Print as well as Radio. In nutshell, identification of need gaps fulfilling these gaps at the right time of the day and effective communication about the same to our viewers is key to our success in 2017.
MediAvataar: With so many accolades under your belt, what are your learning’s through such an elaborate and fruitful career?
Megha: I have learned that there is no shortcuts to success, it’s hard work, commitment and most importantly Passion. Passion has been my mantra and I have always propagated this to people around me. The day you get up feeling ‘oh not another day’, then it’s time for you to start thinking and letting go. It’s not about changing the world but just be happy and passionate about what you do. If you bring that quotient to the mix then everything falls into place.
‘Passion, Perfection, PR and Perception’ are the 4 P’s I live by. These are the key elements I have always believed in and amongst the marketing P’s which is taught in Business Schools this is one ‘P’ that nobody can teach and that is ‘Passion’, which has to come from within yourself. Having said that it is also a combination of hard work, commitment and clarity of thought.
Another key learning is that ‘Prioritisation’ is very important as there is so much to do & you have to know how to prioritise as there are only 24 hours in a day! One needs to have a balanced approach. Even as a mother I made adjustments not compromises in my life. There are times when a PTA meeting was more important than a business meeting and at times vice-versa. That’s the balancing you need to do, this can’t be taught but comes from within you, by your experiences, understanding and prioritising what is important at that moment. Fortunately for me I have had huge family support which has been a boon for me to have reached so far.
MediAvataar: One thing you wish you had known when you started off? Your advice to the budding media professionals?
Megha: My advice to budding media professions will be the outcome of my learnings through the career. As far as advice to women in this industry there are many women employed in our industry but I don’t see too many women as the Business head or Board level, somewhere down the line or should I say up the line it dissipates. There are two sets of arguments, one which says women are women’s enemies and the other set which says there is a Boys Club out there. I am no authority to comment on that, but you can count the number of women at a Board level or Business Heads in this field. It’s not about Male bashing or Men versus Women, but there is something fundamentally wrong in the way we exist – of not making the environment more conducive for women to grow.