MediAvataar's News Desk

MediAvataar's News Desk

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Sunday, 11 November 2018 00:00

BBC launches Beyond Fake News Project

The BBC will be launching the Beyond Fake News project on 12th November with the release of findings from original BBC research into how and why disinformation is shared.

Around the globe, disinformation has been seen to cause social and political harm, with people having less trust in the news, or in some cases being subjected to violence or death as a result. The BBC’s Beyond Fake News project aims to fight back with a major focus on global media literacy, panel debates in India and Kenya, hackathons exploring tech solutions and a special season of programming across the BBC’s networks in Africa, India, Asia Pacific, Europe, the USA and Central America. The research to be released publicly on 12th November comes after users gave the BBC unprecedented access to their encrypted messaging apps in India, Kenya, and Nigeria.

The Beyond Fake News media literacy programme has already begun delivering workshops in India and Kenya. It draws on the BBC’s pioneering work to tackle disinformation in the UK, where digital literacy workshops have also been delivered to schools across the country.

Jamie Angus, Director of the BBC World Service Group, says: “In 2018 I pledged that the BBC World Service Group would move beyond just talking about the global ‘fake news’ threat, and take concrete steps to address it. Poor standards of global media literacy, and the ease with which malicious content can spread unchecked on digital platforms mean there’s never been a greater need for trustworthy news providers to take proactive steps. We have put our money where our mouth is and invested in real action on the ground in India and in Africa. From funding in-depth research into sharing behaviours online, to rolling out media literacy workshops globally, and by pledging to bring BBC Reality Check to some of the world’s most important upcoming elections, this year we’re carving our path as a leading global voice for spotting the problems, and setting out ambitious solutions.”

The Beyond Fake News Season

Fake or real, truth or lie, transparent or deliberately misleading - how can you tell the difference? And what can you do about it to help build trust? These are the problems the BBC explores in the Beyond Fake News season. This season will include Fake Me, a documentary revealing how far young people will go in pursuit of social media perfection, as well as the in-depth story of what happened when WhatsApp turned one Indian village into a lynch mob. There will also be reports on Russia’s disinformation campaign, how Facebook is being exploited in the Philippines to spread false information, and a debate with the world’s big four tech firms on what role they play in stemming the spread of ‘fake news’. The season brings stories from across the world on TV, radio and online drawing on the expertise of the BBC’s international network of journalists.

The CEO of gullybaba publication house was honoured with #BeAcascader Award in FICCI CASCADE's Annual Event 'MASCRADE 2018'

Award was presented by Hon’ble Law secretary of India in presence of Chairman FICCI CASCADE and Former Chairman, Central Board of Indirect Taxes and Customs

Dinesh Verma, the CEO of Gullybaba Publishing House Pvt. was presented with the #BeACascader award by FICCI Cascade on Thursday for his outstanding knowledge and awareness about the grey subject, counterfeiting and smuggling. The award was also a sign of recognition for his enthusiastic participation in the social media quiz of FICCI CASCADE and it was presented during the FICCI CASCADE’s flagship international conference MASCRADE 2018 at Shangri-La Eros Hotel, New Delhi by Mr. Suresh Chandra, Secretary, Ministry of Law and Justice.

The fifth edition of Movement against Smuggled and Counterfeit Trade-2018 (MASCRADE 2018) was organized to discuss the economic consequences of mass counterfeiting, smuggling and piracy and the policies needed to deter this activity. The conference also assessed the impact and tried to provide practical recommendations and effective strategies to mitigate the challenge.

I am much obliged to receive this award by FICCI CASCADE. The society has to take up a stand towards counterfeited and smuggled products. These activities are also threatening brands not only in every region of the country but across the globe. I personally believe that every individual should play their small part in the society towards eliminating the ill effects of such Trades, said Dinesh Verma, CEO of Ltd Gullybaba Publishing House Pvt. Ltd.

Recalling his journey, Mr. Verma said, “Gullybaba is like my child. It has almost become an inability for me, because I am quite unable to see beyond Gullybaba. I am not very much au fait with what is happening world around, for I find myself engrossed into publishing every hour of the day and every minute of the hour. I think there are lots of things a publisher can give to the society and this is the very thought that keeps me going. After receiving this award, I think my responsibility towards my society has grown remarkably and hence I will try my level best to live up to the expectations that you people have put on me with more energy and determination.

Friday, 09 November 2018 00:00

The Value Of Becoming An Audience Company

In today’s world, we have pressures on us to show the results of content marketing. If we only look at our owned media efforts as a replacement for advertising, and measure it under a content consumption model, we will ultimately fail at providing a positive return on investment.

A successful, long-term, Content Marketing approach is more expensive than advertising. It just is. The goal of content marketing must be to provide multiple lines of integrated value across the business. Thus, our true investment is not in content. It’s in the result of the content – a subscribed audience.

As mentioned earlier, Audiences as an output of media companies are not new. They have long been noted by scholars as being one of the two outputs from media companies. However, they have also been a much less analyzed source of value for businesses. Professor Philip M. Napoli, the author of Audience Economics: Media Institutions And The Audience Marketplace concluded: “Unfortunately, [audiences], the second major product of media firms has not been subjected to a comparable degree of analysis, although its production is inextricably intertwined with the production of the first.”

Today’s media company, works extraordinarily hard to create multiple lines of value through the production of content, and measurement of its consumption. But, today, because of the democratization of content distribution and production technology, the audience is the key asset. It doesn’t matter whether the company is selling access to content, the adjacent space to the content, or the merchandising made available by the content, or all of the above. The first output, the content, was only valuable to the extent that it was scarce, hard to produce and difficult to distribute to the masses.

Today content matters not nearly as much as the second output – the audience. As one television executive stated “I can’t think of another business that makes one product but sells a different product. We make programs and put them on the air. We are not selling the programs, we are selling the people that watch the programs.” In short: today, content only has value to the extent that it builds and keeps the audience.

So, what is different about that?

For the last 80 years, from the time that Robert Elder made his speech on that cold New York day about his Audimeter, the marketplace for the value of both content and the audiences that consume it has been determined by the third party measurement of content consumption.

As Nielsen, themselves have said:

“Our primary goal is to measure content and advertising no matter when it’s watched or on which devices.”

The challenge of course is that the value of measurement of content consumption also depends on those same two foundational elements: scarcity and difficulty in distribution. In today’s world – we as consumers have tools that filter through the noise for just exactly what we want, when we want it and where we want it. It is no longer tenable to make a mark on a piece of paper every time the dial is turned.

In turn, media companies are turning away from content measurement as a sole indicator of value. As Ad Age reported three years ago, the company is “once again in jeopardy, and this time its reigning dominance isn’t a sure thing. For the methodical research company, the accelerating pace of change in media may finally be getting out of hand.”

And, this year, marks a time when major television networks like NBCUniversal will offer advertisers something more than content consumption measurement. As was reported just this year: “the use of new and more fine-tuned audience data reflects the TV industry’s attempt to emulate the precise targeting abilities of digital.”

Now, of course the only way that NBCUniversal can even go beyond this is that they have access, through their parent company Comcast to the audience directly. It is their owned media audience.

Today, value is being created where media companies have a direct, and proprietary relationship with their audiences in order to sell them access to content, merchandise them to advertisers, or sell merchandise directly to them.

You can see this trend happening across the media landscape:

HBO’s over-the-top service, HBO Now, is still only a small portion of their approximately 50 million subscribers in traditional cable. However, it has added 2 million subscribers in less than two years, and is accelerating. In 2017, HBO plans to add more than 600 hours of original programming.

Netflix, which started as a DVD rental service, has now gone from approximately 27 million subscribers in 2012, to more than 60 million subscribers in five years. Consider that within the next few years more than 50% of Netflix’s content will be original productions.

Disney, whose content used to run on Netflix has recently decided to remove their content in lieu of starting their own streaming service.

✼ In a transformed news media environment, complete with “fake news” and mistrusted outlets – brands such as The New York Times, The Washington Post, The Atlantic and others are seeing exponential increase in subscription rates.

And subscription is the primary means of driving their business.

Amazon, the world’s largest retailer, has launched Amazon Studios, and will spend more than $2.6 billion on original content for its Amazon Prime service in 2017.

In short: media companies are doing exactly what was promised with the democratization of technology and distribution. They are routing around third parties who control access to audiences and the third-party measurement platforms that create markets. They are setting NEW values by establishing direct relationships with audiences that are proprietary. They are doing what marketers have done for 100 years. They are making their own markets.

But one of the above examples stands out even more than the others: Amazon. This is a company that less than 20 years ago was simply an online book store. Amazon’s move into becoming a player as a media company is the signal that this isn’t just a phenomenon among media companies. Amazon no longer just sells the content – it makes the content.


Source:The Content Advisory

A documentary celebrating Kerala’s Spirit of Survival

The 1-hour documentary will air on 12 November at 9 PM only on Discovery Channel

The one-hour special documentary Kerala Floods – The Human Story on Discovery Channel is a poignant take on the indomitable spirit of Kerala who instead of losing hope, are steadily working towards rebuilding their beloved state. The documentary is a celebration of the spirit of survival in the face of disaster; viewers will get to witness incredible stories of people coming together to help those in need – from fishermen turned rescue operators to the defence forces who provided aid, from actors who worked alongside NGO workers to get supplies to those in need to young entrepreneurs who devised ways to connect people at a time when the apocalyptic rain fury just refused to die. The documentary also features the story of Sajitha Jabil who was just three days away from her due date, her labour pains had intensified, and water levels were still rising. She was airlifted in one of the most dramatic rescues of Indian Navy’s Operation Madad. By the afternoon, baby Subhan was in her arms unaware of the many storms his mother braved to bring him into this world. This one-hour special documentary will be broadcast on Monday, November 12, 2018 at 9 PM, only on Discovery Channel.

It all began on Independence Day this year, when Kerala started experiencing an extremely heavy downpour. Little did the inhabitants of the state know that soon they were going to witness the worst deluge Kerala had seen in almost a century. In over eleven straight days of intense rainfall nearly 25 trillion litres of water fell on Kerala---a state with one of the highest density of population, 44 rivers and 61 dams. Water is a lifeline, defining not just Kerala’s geography but its history and economics as well. The watery abundance gives it life and sustenance. The biggest flood in almost a century devastated most of the state. God’s own country will need to rebuild 218 bridges, nearly 35,000 kilometres of local roads, an estimated 174,000 houses. Agriculture crops in over 46,000 hectares was destroyed. The loss because of the floods has been estimated at INR 40,000 crores.

Highlighting the importance of this documentary, Zulfia Waris, Vice-President & Head, Premium & Digital Networks, Discovery Communications India, said, “What Kerala witnessed this year is a disaster of unimaginable magnitude. But like any news cycle, there’s always something else that takes precedence and yesterday’s headlines lay forgotten. The idea of presenting the documentary, 'Kerala Floods – The Human Story', is to draw attention to the hundreds of people who are working tirelessly to rebuild Kerala. Through stories about surprising strength of character in times of disaster and hope in the face of abject loss, ‘Kerala Floods’ aims to tell the story of a Kerala that refuses to be defined by devastation. Everyone saw the destruction of Kerala, it is now time they get to see the efforts that are being made to rebuild it, one brick at a time.”

Kerala Floods, which will be showcased on Discovery Channel on Monday 12th November 2018 at 9:00 pm will take viewers through inspiring stories of people of Kerala who refuse to lose hope and are working tirelessly to piece back everything that was lost.

Thursday, 08 November 2018 00:00

The OnePlus wave among urban youth in India

OnePlus outshines iPhone and Samsung Galaxy as the strongest brand amidst the young urban consumers

OnePlus smartphones has steered ahead to become the strongest smartphone brand among the urban youth in the age group of 16-29 years, ahead of mobile giants Apple iPhone and Samsung Galaxy, who are in the second and third spot respectively.

Although overall Samsung enjoys the best brand health within smartphone brands in India, followed by iPhone and OnePlus at number two and three, respectively, OnePlus has the best brand health amongst the younger generation.

Earlier this year, the Chinese smartphone maker launched OnePlus 6 which became extremely popular with consumers. Now, they have come out with an upgraded version of the flagship smartphone series, OnePlus 6T.

YouGov BrandIndex data shows that OnePlus has increased its Index score (an average of Buzz, Impression, Quality, Value, Satisfaction, Reputation and Recommend scores) in the last quarter (Aug-Oct) from 23.8 in mid-August to 26.7 in October end.

Its popularity among youngsters could be attributed to its ‘value-for-money’ proposition and its unique promotional events and offers. For males in this age group (16-29 years), OnePlus reigns supreme, followed by iPhone and Nokia. It is interesting to see Nokia in top three, considering it relaunched recently but has still managed to regain the trust of its customers, especially the younger ones.

On the contrary, for females, iPhone stands as the strongest brand followed by Samsung Galaxy. OnePlus comes in at third spot, suggesting that the brand resonates more with the young males compared to females.

OnePlus’a strategy of launching two devices year and its influencer driven digital promotions have been successful in driving the buzz all year round. Amidst the festive fervour and despite new launches by iPhone and Samsung, OnePlus has maintained a steady Buzz among the young consumers in this quarter and has slightly increased its score from 33.5 in mid-August to 35.9 in October end, owing to all the noise around its new launch. Samsung on the other hand, has seen a huge decline in its Buzz score. iPhone, picked up on its Buzz post the launch of its new phones- iPhone XS and XS Max, but started seeing a decline in score towards the end of October.

Although Consideration (whether one would consider purchasing from a brand) for OnePlus dropped to 26.7 in September end, the brand has shown some improvement and stabilised its score to 28.7 at the end of October, ahead of its competitors iPhone and Samsung.

Looking at OnePlus’ perceptions among the youngsters it will be interesting to see if the brand can make it to the top spot and be a game changer in the smartphones category.

Commenting on this, Deepa Bhatia, General Manager, YouGov India, said, “It is interesting to see these ever changing trends within the dynamic smartphones category. Although OnePlus is relatively newer in the premium phones category, it has definitely made an impact in the market. YouGov BrandIndex helps to track a brand’s performance and the impact of any promotional campaign across different target groups. The youth is a very important target segment and brands should watch out for latest trends within this age set.”

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