24 August 2019 19:16

MediAvataar's News Desk

MediAvataar's News Desk

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· Discovery Network beats all channels to emerge on the top during the premiere of the show

· Historic high ratings for a show in the infotainment genre

The special edition of Discovery’s iconic and hugely popular franchise ‘Man Vs Wild’ featuring Prime Minister Modi with world-renowned survivalist and adventurer, Bear Grylls, lived up to its billing to emerge as the TV show of the year. The premiere on Discovery Network (across 12 Discovery channels) created history by garnering highest slot viewership (on active channels) with 3.69 million impressions overtaking GEC leader Star Plus with 3.67 million impressions1. The premiere also delivered the highest ever slot reach for the infotainment genre with 6.1 million tune-in on Discovery Channel which is 15 times more as compared to the last 4 weeks average of the same slot2. The premiere slot performance grew an astonishing 50 times giving an unprecedented 93% channel share to Discovery channel amongst the infotainment genre3. Discovery Channel emerged as the third ranked channel with 3.05 million impressions behind Star Plus (3.67 million impressions) and Zee (3.3 million impressions)1. The show kept the viewers on the hook delivering an impressive average TSV of 29.2 minutes4.

The premiere delivered the highest ever sampling in the infotainment genre with 15.6 million tune-ins5. The premiere of the show on Aug 12 on Discovery Channel rewrote the rules of the infotainment genre emerging as the highest ever rated show in the history of genre in India garnering 6.9 million impressions6.

The cumulative reach for the show across Discovery network, originals & repeat included, & DD National was an imposing 42.7 million7. The special edition of Man Vs Wild with Bear Grylls & Prime Minister Modi is also being showcased on Discovery network of channels across 179 countries.

“The historic edition of Man Vs Wild made a larger point about importance of wildlife conservation and sensitized people about environmental change. In that sense, it was much more than a TV show,” said, Megha Tata, Managing Director – South Asia, Discovery. “We are the undisputed leaders in infotainment genre; our aim is to extend the leadership further with pathbreaking programming. We will go Bigger, Bolder and Better!”

In celebration of the show’s success, Discovery India will make a generous donation for the cause of Tiger conservation in India in alignment with the PM’s message of committing to wildlife conservation. As part of our global Project C.A.T – Conserving Acres for Tigers, Discovery has partnered with World Wildlife Fund to ensure healthy habitats for future generations of Tigers by helping conserve nearly six million acres of biodiversity rich areas across four countries. With this contribution, Discovery India will extend support to Tiger conservation program at Corbett Landscape & Sundarbans Biosphere Reserve in partnership with WWF India.

Man Vs Wild With Bear Grylls and PM Modi is produced for Discovery India by Bear Grylls Ventures & Electus a Propagate company, where Bear Grylls, Delbert Shoopman, Rob Buchta and Elizabeth Schulze are executive producers and Ben Simms is co-executive producer.

Source: BARC India

1|TG: All15+AB|Market: India Urban|12th Aug’19: 9pm-10pm|Impressions

2|TG: All15+AB|Market: India Urban|12th Aug’19: 9pm-10pm |Reach

3|TG:All15+AB|Market:India Urban|12th Aug’19: 9pm-10pm|Channel Share based on Impressions%

4TG: All15+AB|Market:India Urban|12th Aug’19: 9pm-10pm|ATS

5|TG:All2+|Market:India(U+R)|Period:Yr2015–Yr2019|Reach

6|TG: All2+|Market: India(U+R) |Period: Yr2015–Yr2019|Impressions

7 |TG: All2+|Market: India(U+R)|Period: Wk 33|Cumulative Reach

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.

Before I stumbled into market research, I was an aspiring physicist. Many years after giving up hope that I could contribute anything to physics, I have been heartened to see an increasing emphasis on scientific values and empirical testing in the marketing industry. The industry is moving away from blindly following tradition, myth and instinct, to using data to support decisions.

However, it’s becoming increasingly clear to me, that while data is being used far more, it is not being used scientifically. Marketing decision-making is as blind as ever, it is just that they now blindly follow data, instead of tradition, myth and instinct. Unfortunately, data doesn’t know where you’re trying to get to. It’s dumb and if you follow it blindly, you will get lost.

Machine learning, AI and most “marketing science” are no more than pattern matching. There is a pervasive industry misconception that this pattern matching can identify the marketing activities that work, and that to be successful we needn’t care about why or how they work. This is completely wrong and it is not how science progresses. Science is the pursuit of explanation and understanding. Pattern matching can sometimes help in that task, but to mistake pattern matching for an end in itself has dangerous consequences.

Did you know that pirates prevent climate change? Apparently, the number of pirates globally is inversely correlated to annual average global temperatures. If we blindly follow this correlation, then we should train up pirates to ward off global warming. CO2 emissions also correlate with global temperature, but that connection comes from an explanation of climate change, not just from blind pattern matching.

Another, more sensible example, is navigation. A simple explanatory theory (or “common sense”) tells us that we can use patterns of stars to help with navigation, but not patterns of clouds. We know this because we have some understanding of how these variables behave. We know that stars provide fixed reference points but that clouds don’t stick around.

To a machine learning algorithm a pattern of clouds might seem just as important as a pattern of stars. It can see the patterns, but not understand them. And without training, testing and data sets designed with that understanding in mind there is no way the system will differentiate reliable from unreliable patterns.

Data patterns are not explanatory. They have no common sense. They may be completely spurious, or they may hold only in very specific circumstances. As Rory Sutherland said in in his address at Cannes “All big data comes from the same place…the past.”. You can’t blindly expect patterns from the past to hold in the future. True science is about understanding and explaining those patterns and testing those explanations. Once you have a good explanation that passes your best testing, only then you can begin to navigate with confidence.

Data patterns without explanation is reactive, it does not move us forward, so why do so many people think it will?

 

Written by Josh Samuel, Global Head of Innovations,Kantar

Sessions slated for Australia, Brazil, Germany, India, Mexico, Dubai, United Kingdom and USA

New York Festivals Global Awards®, honoring the World’s Best Healthcare and Wellness Advertising, announced the 2019 Global Awards live judging sessions.

The Global Awards live judging sessions will be hosted by executives at prominent agencies in 8 countries around the globe. Live sessions provide the opportunity to review digital-based works as well as collateral materials that support a campaign, and some which cannot be judged online.

“With more agencies from the region producing outstanding work in healthcare, this is the perfect opportunity to bring together creative leaders to judge the best work in healthcare advertising for The Global Awards.” Alok Gadkar, Managing Director & Executive Creative Director, The Classic Partnership UAE

“The live jury sessions create a local forum for top talent from within the industry to debate, discuss, and vote on the top work from around the world. This leads to conversations between creative leaders which would have never happened without these sessions.” Chris Rudnick, Executive Creative Director, TBWA\WorldHealth USA

2019 Live Jury Hosts

Diego Freitas and Mauro Arruda, Co-Managing Directors, FCB Health Brasil

Gustavo Pratt, Managing Director & Chief Creative & Innovation Officer, asterisco* healthcare communications Mexico

Alok Gadkar, Managing Director & Executive Creative Director, The Classic Partnership Advertising Dubai

Dick Dunford, Executive Creative Director, TBWA\WorldHealth London

Praful Akali, Founder & Managing Director, Medulla Communications India

Chris Rudnick, Executive Creative Director, TBWA\WorldHealth USA

Gerrard Malcolm, Director, Insight Australia

Mike Rodgers, Creative Partner & Managing Partner, Serviceplan Health & Life Germany

“It is truly an honor to host, for the first time in the history of the Global Awards, a live Jury Session in Mexico City, joining the ones that are done all over to world and to be considered one of those centers of excellence that are pushing pharma & health creativity. The best creative minds in the Mexican industry will be together in one room to bring their knowledge, perspective and creative focus to the Global Awards. So..."Viva México!... Vivan los Global Awards!" Gustavo Pratt, Managing Director & Chief Creative & Innovation Officer, asterisco* healthcare communications Mexico

“The Globals is a welcome antidote to the day to day. I always enjoy a full day of unbridled commentary, discussion, disagreement and amusement around creativity. The live sessions deliver it in spades.” Dick Dunford, Executive Creative Director, TBWA\WorldHealth London

“This process of live judging across the world has been uniquely developed by the Global Awards and it ensures all cultural norms, insights and impact are deeply appreciated. So, if the work is good, it’ll win. Judging biases are a thing of the past! Given that, Medulla and India just had to be a part of the process since Indian work has been rising to the top so frequently in healthcare advertising in the recent past.” Praful Akali, Founder & Managing Director, Medulla Communications India

“The theme for the 2019 Global Awards is COMPETE WITH THE WORLD, FOR THE WORLD,” said Fran Pollaro, Executive Director, Global Awards. “With innovative Health, Wellness and Pharma work emanating from all corners of the world, the Global Awards is proud to have these prominent agency hosts recruit peers from their region. Live sessions provide entrants with award-winning jurors who will view their work with the utmost of attention and bring their unique cultural perspective to the table.”

The 2019 Grand Jury sessions will take place online, allowing entries to be viewed comprehensively by an international jury from regions with both established and growing healthcare markets. The 2019 Executive Jury session will take place in New York City on October 22nd.

KPMG in India today launched the 11th edition of its Media and Entertainment (M&E) report, titled ‘India’s Digital Future:

Mass of Niches’ that examines the evolution of India’s digital demography to 2030. It also covers the industry’s performance across segments, along with the key underlying themes and growth drivers.

The M&E industry in India posted a solid growth of 13 per cent during FY19 to reach a size of INR 1631 billion with a CAGR of 11.5 per cent over FY15-FY19. Digital has been a recurring theme across all segments of M&E causing disruption in TV and print and fuelling growth in digital advertising and gaming. The digital market is poised to become the second largest segment in India after TV, and also attract the maximum advertising spend by FY22. There are favourable factors for both digital access (smartphone penetration and low data costs) and content supply (investments in original and regional digital content), which together will continue to drive up online consumption. The investments in regional content is an outcome of the growing importance of regional language markets in India, which is another key theme of the report this year. With the digital migration of English speaking audiences almost complete, most new users coming online – and there are expected to be 500mn of them by 2030 – will access the internet in a local language.

The 500mn new users by 2030 present digital businesses with an unparalleled market opportunity but not without some complexity. Segmentation will become important as the market evolves into a ‘mass of niches’. The report examines major consumer archetypes that together provide a framework to better understand the socio-economic profile as well as media and entertainment consumption patterns and preferences of the projected billion internet users.

The greater monetisation of emerging digital business models, and a favourable regulatory and operating environment should continue to support the growth of the M&E industry in India, which is expected to post a CAGR of 13.5 per cent over FY19-FY24, to reach a size of INR3.07 trillion.

Girish Menon, Partner & Head Media & Entertainment, KPMG in India, said, “The theme of the report this year is India’s digital future – and although the term ‘digital revolution’ has become somewhat of a cliché, there can be no other way to explain the extent of digital integration in our lives today. With no major constraining factors, digital is expected to be a dominant force going forward and in FY23, it is likely to be the second largest segment after TV and attract the highest marketing spend among all media formats. In 2019, as digital behaviour evolves, there seems to be a growing consensus that in the future, subscription models will have a greater role in monetisation of digital platforms. Further, evolving technologies are also presenting opportunities for companies in the media and entertainment industry to achieve greater operational efficiencies.”

Girish added, “In the coming years, it will be hard to ignore the pessimistic signals emerging from global economies but they will not have long term impacts on the industry and are unlikely to alter the strong fundamentals and momentum of M&E consumption, especially digital, in India. As an industry, we will remain upbeat on the prospects for both.”

Satya Easwaran, Partner & Head Technology, Media and Telecom, KPMG in India, said, “By 2030, we estimate that there will be a billion people in India who are connected to the internet. Our initial hypothesis is that the user will primarily be a non-English speaking, mobile phone user, from a developed rural area/ non-metro urban setting who is increasingly willing to pay for content online. But why is the profile of India’s digital demography relevant? The digital disruption has forced a pivot of business models in media and entertainment from an erstwhile B2B2C model to a D2C one. And therefore, segmentation and demographic, psychographic and behavioral profiling will all become increasingly important, as they have historically been in other consumer businesses.”

Media and Entertainment: Segment Highlights

Digital - Crossing the Rubicon:

The Digital segment continue to be strong enabling factors encouraging greater consumption of content on the internet in India. It is reflected in the growth in broadband internet subscribers at 37% for FY 2019, which beats overall growth in internet users at 29%. Today, Internet access is also more equitable and the growth in rural users is almost three times that of the urban.

TV - Waking to a new reality

The television segment had a good year for the first three quarters of FY2019, but the challenges in implementation of the New Tariff Order (NTO) and the resultant uncertainty around viewership and subscription renewals affected both the advertisement and subscription revenues in the last three months of FY19. The market size this year includes advertisement revenues of INR251 billion and subscription revenues of INR463 billion.

Print - The oldest pillar still standing

The print media industry survived ups and downs over a period of FY2018 witnessing a rough patch due to disruptions caused by the implementation of the new GST regime, RERA regulations and demonetisation with the lowest growth in a decade at 3.4 per cent. Globally the print industry is on the decline with newspaper’s share of global advertising spend falling from 37 per cent in CY08 to 12 per cent in CY18, the Indian print industry continued to buck trends and grew at 5.6 per cent CAGR from FY15 to FY193.

Films - Content triumphs

It was a groundbreaking year at the Indian box office, which delivered its best box office performance in the past decade as content took centre-stage with movies of diverse budgets succeeding at the box office. A key ongoing change has been the growing contribution of digital rights, which has grown by 30 per cent in FY19 in line with the previous year driven by heavy demand by OTT platforms who consider new movies as a key differentiator. In FY2019, domestic box office collections grew by 14.7 per cent.

Gaming, Animation, VFX and postproduction - Turning imagination into reality

Digital revolution has been the primary contributor to the remarkable growth of online gaming in India. The estimates of the gaming industry in India indicates a growth of 26.4% in the CAGR of 2015 – 2019.

Out of home - Embracing digital

OOH (Out of Home) is a versatile advertising medium on account of various advantages it offers over other forms of media such as high coverage in terms of area, better brand positioning, given the larger size of image and higher target audience reach of almost 80 per cent. The OOH industry has witnessed close to 11 per cent CAGR over the last five years, growing from INR 20 billion in FY14 to INR 34 billion in FY19.

Radio & Music - Waiting to be heard

The industry saw impetus coming from the increase in spends due to elections. While the real estate sector continued to face slowdown, the sector spends on radio continued to liquidate existing inventory. The growth during the FY19 has remained weak at of 6.17 per cent.

KEY THEMES OF 2019

NTO - A paradigm shift: Post the new regulatory framework for broadcasting and cable services introduced by the Telecom Regulatory Authority of India (TRAI), viewership is likely to be concentrated across fewer channels aiding large broadcasters and channels with appealing content. They stand to benefit from higher subscription revenue as well as gain greater pricing power. Further, some of the large broadcasters have also taken a strategic call to move the Free-to-air (FTA) variants of their popular General Entertainment Channels to the Pay regime, with a view to ensure that subscribers pay for the content they wish to watch.

Regional markets - Moving into the limelight: In FY19, the growth in advertising revenue for regional channels has been around 16-17 per cent. The large audience size combined with their preference to consume content in their preferred language has led to media platforms expanding their portfolios to offer dedicated regional language content. Consumers are also spending 35-43 per cent of time on regional videos on digital platforms.

Skill development - The learning imperative: Owing to the digital disruption, the world of media and entertainment is changing with a new composition in the workforce. The India Inc’s capability to ideate, innovate and execute eventually leads to disproportionate value creation for the enterprise. This shift requires constant upscaling and upskilling of the workforce. The traditional job roles have either completely changed or have totally ceased to exist with a decrease of 8 per cent in online media, 9 per cent in print and 5 per cent in broadcast media.

Digital privacy and content - Bridging the monetisation gap: In today’s marketplace, customised environment and recommendations are the norm and it provides organisations an edge over their competition. They are using Content Delivery Networks (CDN) to speed up content delivery on websites with high traffic based on location. In order to provide such services, media companies are now monetizing by collecting huge amounts of data to create customer profiles in a new and unique way.

5G – Technology trends in M&E sector: 5G will increase media usage immensely. The revenue forecast over the next decade (2019-2028) is pegged at approximately USD 3 trillion which the M&E companies will be vying for and the revenue opportunity enabled by 5G networks will be approximately USD1.3 trillion. The year 2025 is expected to be the year when the industry will reach critical mass wherein 57 per cent of global wireless media revenues will be generated on the back of superfast 5G networks and devices. One of the key metrics of 5G performance is latency and since the technology promises latency of <1Ms live streaming and large downloads will happen at supersonic speeds.

DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into the predicted performance of a creative even before the creative has actually run.

“DAN Vision for Creative”, through its sophisticated technology, endeavors to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analyzing millions of elements.

Commenting on the launch, Sidharth Rao, CEO and Co-Founder of Dentsu Webchutney, India’s highest awarded agency at Cannes Lions this year says, “One of the biggest game changers in modern marketing is the use of data to better the decision making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analyzing data generated through experiences for a particular outcome. Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of “Why are certain creatives performing better than the others?.” It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success .”

Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of “Why are certain creatives performing better than the others?” creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success .

Using a battery of neuroscience research-based models that integrates psychometric and eye-tracking approaches with media effectiveness, ‘DAN Vision for Creative’ creates a platform for data and creativity to work together.

“Today, creative testing is about determining which creative is performing better for which audiences. This involves testing 100s of creatives. The by-product of this is, lots of budgets invested into creative production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. All of this deters most marketers from doing comprehensive creative testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. By combining advanced AI techniques such as RNNs (recurrent neural networks), Computer Vision and NLP (Neuro-Linguistic Programming), we are now able to provide predictive intelligence for the creative even before it goes live. This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the “Why” of the creative; making the future creative cycle even more sharper and focussed.” adds Gautam Mehra, CEO of DAN Programmatic & Chief Data Officer (South Asia) at Dentsu Aegis Network.

‘DAN Vision for Creative’ will be merged with the Programmatic Predictive Technology, DAN Vision, launched earlier this year, and is available for global use.

 

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