MediAvataar's News Desk

MediAvataar's News Desk

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Tuesday, 06 November 2018 00:00

Viacom18 announces senior level appointments

Ropes in Deepak Rajyadhakshya as Head of COLORS Marathi and Raj Kannan as Head of Programming for COLORS Tamil

Viacom18 announced a series of senior level hires for its Regional TV cluster, bolstering its creative and content capabilities ahead of its plans to fortify its position across markets. To further fuel growth in the non-Hindi speaking markets, the organization is assembling best leaders and creative talent who bring in diverse and rich experiences across their respected fields.

Speaking about the new appointments, Ravish Kumar, Head - Regional TV Network, Viacom18, observed, “Regional is a big growth driver for Viacom18 as a network. The challenge, as well as the opportunity, lies in the diversity that regional as a space demands. While the different businesses of the organization synergize to produce great content, each region and role require talented and committed people who understand the nuances typical to their regions. Each of the leaders who have joined our Regional Entertainment space, is a stalwart in his/her space and role. I am excited that together, we can further strengthen our offering to our discerning viewers.”

Deepak Rajyadhakshya has been appointed as Head, COLORS Marathi. A true-blue content creator and collaborator at heart, Deepak has 18+ years of prolific experience in broadcast and entertainment, ranging across creative and business roles. Deepak joins Viacom18 from the Zee Network where he headed the business for Zee Marathi before moving internally to spearhead the mainline Hindi GEC Zee TV. In his current capacity Deepak will report to Nikhil Sane – Business Head, Marathi Entertainment, Viacom18.

COLORS Tamil has two pivotal roles filled up with the inclusion of Raj Kannan as Head, Programming and Radha Ramamurthy as Head, Ideation. Raj is an astute professional and a highly eloquent writer and speaker with 27 years of media experience in multi-channel content strategizing and content creation. Prior to joining Viacom18, he was working with the Vikatan Media Group as their Brands & Themes Editor-in-Chief where he played a distinctive part in handling the entire gamut of business in print and visual mediums. Radha Ramamurthy has 11 years of professional expertise in ideating and executing televised shows and events, brand building, marketing strategy and communications across diversified industries – Media, FMCG & Retail. She helps businesses connect with clients and consumers in novel and productive ways by bringing about mutually profitable interactions between these intersectional groups. Prior to joining Viacom18 she was working with Vikatan Media Group as their Head of Events & Brand Connect. She has also worked with Zee Tamil, Coca-Cola Beverages Pvt Ltd and Spencer’s Retail in the past. At Viacom18 both will be reporting into Anup Chandrasekharan, Business Head - COLORS Tamil.

Aratrika Bhaumik has been appointed as Head, Ideation – COLORS Bangla. With 13 years of experience, Aratrika has worked for more than a decade at Star India at the national as well as regional bases. Jayanta Bhattacharya has come onboard as Head, OAP - COLORS Bangla. With 16 years of experience, Jayanta moves in from Zee Bangla where he oversaw promo ideation. At COLORS Bangla, Aratrika and Jayanta will be in charge of scaling up the channel’s offerings under the guidance of Suvonkar Banerjee, Head - Creative & Content, COLORS Bangla and COLORS Odia.

Previously working as the marketing head at the ABP group, Biswarup Das has joined Viacom18 as Head, Marketing - COLORS Bangla and COLORS Odia. With 17 years of work experience under his belt, Biswarup will spearhead the brand marketing and strategy for the channels and will work towards enhancing the strategic brand framework, brand architecture, and experience in the field. He will report to Rahul Chakravarti, Business Head – Bangla and Odia Entertainment, Viacom18.

In the Kannada Entertainment space, Abhaya Simha has been appointed as Head – Digital, Kannada Entertainment. Abhaya is a film director and a screenwriter. An alumnus of FTII – Pune, Abhaya’s debut venture, Gubbachchigalu, won the National Award for the best children's film in 2008. Abhaya has also worked with Star Suvarna and Prajavani and is a visiting faculty at many prestigious colleges across South India. At Viacom18, Abhaya will be responsible for incubating original concepts and shows in the Kannada language for VOOT. In his current capacity he will report to Parameshwar Bhat, Business Head - Kannada Entertainment, Viacom18.

Dr. Darshil Bhatt has joined as the Programming Head for Gujarati Entertainment. Darshil has 11 years of experience in the Media industry. In his last stint with 94.3 MY FM as Programming Head he was responsible for leading and managing Music, Content, Client Solutions, Brand Marketing, Programming, Digital and Production for 3 major stations. At Viacom18 Darshil will be responsible for increasing the visibility and perception of the Gujarati entertainment vertical of the network. He will report into Ravish Kumar, Head - Regional TV Network, Viacom18.


In her latest article in Marketing Week, Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them.

You might think that as a consumer insight practitioner I might take exception to Edwards’ assertion that asking consumers what they want leads to ‘me-too’ products. After all, it is my job to provide and interpret consumer feedback. Far from it; I have always said that consumers can only tell you about the world as they see it today. And if you limit your insight to consumer feedback, then you likely end up on a level playing field with your competitors.

Even when we crowdsource new ideas, a useful part of the innovation process, the vast majority of suggestions will be rooted in people’s current experience. That is fine when people are asked to respond to something that needs to be effective in the current context but it makes developing truly disruptive new products more challenging. To do so Edwards suggests,“that means heading into the space beyond what consumers can ask for today, and creating products and services that you know – even if they don’t – will make their lives better tomorrow.”

Edwards’ article reminds me of this quote from Jeff Bezos,

“You, the product or service owner, must understand the customer, have a vision, and love the offering. Then, beta testing and research can help you find your blind spots.”

I do not think that either Edwards or Bezos is suggesting we discard consumer insight. In fact, it has two very important roles to play in the innovation process.

First, to create customer understanding. Consumer insight, whether qualitative or quantitative, social or survey, search or implicit, creates the map of needs, feelings, and interests of the people who might buy a new offer. But that map will not tell you where your brand needs to go, or what white space might provide the best opportunity for growth. That is your job based on all the information to hand, not just the consumer feedback.

Second, to help find the blind spots. Everyone had blind spots, and if they do not already exist, businesses are just brilliant at creating them based on data, processes, and protocols. Sometimes it blinds them to huge opportunities. Edwards calls out Bailey’s, the iPad, and Airbnb as brands that consumers never asked for but maybe we could also add Halo Top ice cream which has gained a 5 percent share of the U.S. ice cream market in two years.

I cannot help but wonder why it took a guy in his kitchen to seize the low sugar opportunity rather than one of the incumbent brands. I fear that the answer might be, ‘Consumer feedback suggested that people did not believe the product would taste good’. And it is true that initial sales of Halo Top were less than stellar. But then that is what marketing should be good at, taking something different and making it meaningful and salient to a wider audience. And to do that you really do need to start by understanding your customer.


Written by Nigel Hollis, Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

Exclusively partners with CNX Media, to bring in state of the art technology and accurate research data for Pre-Poll Survey and Exit Polls

Times NOW, India’s leading English News channel announces an unmatched programming line-up for the upcoming Assembly Elections under Mandate 2018. With an exclusive association with CNX Media, a leading research consultancy headed by Psephologist Bhawesh Jha, Times NOW will use big data analytics and mathematical models to bring the viewer a holistic news watching experience.

With Mandate 2018, Times NOW, India's election news headquarters will once again be at the forefront of election news coverage tracking the state assembly elections of five states, Chhattisgarh, Madhya Pradesh, Mizoram, Rajasthan and Telangana. Through engaging properties, Times NOW promises to make the election coverage more exciting and captivating for its viewers.

1. Pre-Poll Surveys: Every Thursday, from 6p.m. to 8p.m., TIMES NOW will broadcast a set of Opinion Polls through its association with CNX Media, for an in-depth analysis of high-quality data on voting, public opinion, and political participation.

2. Inside: A weekend magazine show starting November 03, 2018 at 11:30a.m. that will bring the viewers close to the heat and hustle of the elections and the candidates in the fray will delve in detail about the issues in each of the five states. The show will follow top candidates as they canvass in this crucial election and attempts to bring to the viewers the issues that the voters are facing.

3. Exit Poll: With the final state polling on December 07, 2018, TIMES NOW will broadcast the exit poll 5.30 p.m. onwards. Using state of the art technology and on ground field research in association with CNX Media, the Polls will map 639 seats across 5 states and later, the data will be processed to call a projection for a state.

4. Result Day (LIVE): December 11, 2018, 6.00 am onwards, Times NOW will bring Result Day Live, a new age look at election result analysis, moving away from the traditional analysis like swing and vote patterns. Featuring the country's top Election Data Analyst & psephologist Jai Mrug, TIMES NOW will bring several unique properties that help viewers understand the sentiments of the voters and why the result has shaped the way it is.

As an established leader in the English News segment, Times NOW, is the viewers preferred channel during elections. Driven by the channel’s formidable team led by Rahul Shivshankar - Editor-in-Chief and Navika Kumar, Managing Editor, Times NOW, will bring a stellar panel of former journalists and political analysts including, Neerja Chowdhury - Senior Journalist, R Rajagopalan - Senior Journalist, Sanjeev Shrivastava - Political Analyst, Saba Naqvi - Senior Journalist, Shehzad Poonawala - Political Analyst, Rajeev Desai - Political Analyst, Ashutosh Mishra - Senior Journalist, Rashid Kidwai - Senior Journalist, R Jagannathan -Senior Journalist and Abdul Razzak -Political Analyst to analyse every move of the election for the viewers.

This election season, tune into TIMES NOW, India's election news headquarters for a holistic news watching experience. Starting November 01, 2018 to December 11, 2018.

YouGov India survey reveals Indian men and women’s view on the ongoing #MeToo movement

Sexual harassment is a grave problem deep rooted in our culture and society. It is not a women’s issue but a gross violation of human rights. YouGov India’s #MeToo survey reveals more than three-fourth urban Indians believe sexual harassment is a very serious problem, with a higher proportion of younger respondents (18-39 years) saying that compared to the older generation (40+ years). Bollywood emerges as the topmost industry believed to be prone to sexual harassment, followed by politics.

What constitutes sexual harassment?

For majority of respondents, getting physically intimate without consent and sending texts or images of a sexual nature are perceived as top forms of sexual harassment. The debate on rape culture and consent has spread wide from colleges and offices to newspaper headlines. 43% believe not taking NO for an answer is also sexual harassment, where over half the women (52%) agree with this statement whereas only 35% of men think this way.

Close to half the respondents (43%) know someone who has been a victim of sexual harassment and a little over a third (36%) are aware of someone who has been accused of the same. Talking about their personal experiences, nearly half of the female respondents claimed to have had someone brush-up against them or touch them in an unwelcoming way. An equally high number also claimed to have faced verbal abuse.

1 out of 3 women admitted to being stalked and receiving text/ social media messages of sexual nature
Notably, the rate of incidence of such cases is higher in tier-1 cities as opposed to smaller towns. This indicates that despite being presumably more developed, metropolitans are way behind when it comes to women’s safety.

The #MeToo Wave

Majority of people are aware of the #MeToo movement, and almost two-third (64%) of these appear to be supporting it. Although half the surveyed population agrees that women sharing their harassment stories is an inspiration to the society, there is a small segment of men (25% of the respondents) who believe that this movement has blown way out of proportion and is being manipulated to wrongly accuse men. Interestingly, 20% of the respondents also believe that it’s just a global trend, and will die down soon.

#MeToo movement has started a revolution and made men watchful of their actions. In terms of the expected impact, at least 1 in every 3 people agree strongly that it will help make a long-lasting impact in improving the lives women in the country. This number is consistent for both men and women.

On the contrary, it may not have had a very pleasing impact on men. 1 in every 2 men agree that they are more careful while interacting with someone from the opposite sex while 1 in every 3 men agree to limiting their conversations with female co-workers to strictly business matters, out of the fear of being misinterpreted.

On a more negative note, over one-third men reported being more cautious about hiring people from the opposite sex on their team. Hence, while there is some sense of positivity towards the movement, it is difficult to completely rule out the thought that it may have unintended consequences for women, especially in the workplace.

Lastly, in a shockingly interesting reveal, a sizeable 37% of the men have claimed that if there was a #MeToo movement for men, they will have a story to share as well.

Data collected online by YouGov India among 1,006 respondents in India between 16th and 21st October, 2018 using YouGov’s panel of an online representation of India.

Centennials and ‘the experience economy’ are coming of age but what does this mean for brands?

The first Centennials turned 21 this year and have considerable influence. Failing to connect with the values, beliefs and expectations of Centennials will pose a significant challenge to future brand growth, according to a new report from Kantar. Centennials at 21, examines the behaviours and expectations of this global cohort, and challenges brands and marketers to redefine how they operate and improve their engagement with this increasingly influential customer group.

Representing 35% of the global population, Centennials, the first of whom turned 21 this year, have become an economic powerhouse with a growing influence on spending and brand loyalty. Kantar’s report reveals a generation that are:

Digitally dependent, yet conscious users of technology

Centennials pick up their smartphones up to 30% more than over 21s and spend up to 35% longer on their devices during the day. Yet just over a third of global Centennials believe they use their phone too much.

Centennials across France, UK and US are even more tied to their smartphones than the millennial cohort: on average Centennials spend 2.40 hours daily on their mobile device compared to an average of 2.12 hours by millennials.

Centennials are quick to move on if a brand experience doesn’t provide what they want or need; 62% will not use an app or website that is hard to navigate, and 63% say they’ve installed an ad blocker on their mobile phone or desktop.

Increasingly influential on family purchasing decisions

Families are looking to their youngest members to gather product information, compare reviews and advise on the purchase process; up to three quarters of Centennials report influencing major family spending decisions.

This trend is most prevalent when looking at purchasing decisions made across the food and beverage (77%), furniture (76%) and household goods sectors (73%).

Using social media differently from previous generations

The way they use social sites differs from previous generations, with Facebook used by Centennials for on an average of 11 minutes per day, compared to Snap Chat (30 minutes), Facebook Messenger (28 minutes) and Twitter (22 minutes).

Online, Centennials are more likely to identify with their social media personas than other generations, with 61% admitting that the things they post say a lot/ something about them, compared to 56% of millennials.

As Centennials age into young adulthood, they will reshape categories and upend industries. Brands that know where to look can begin to read the signs and make predictions about how Centennials will influence their future. Understanding this generation’s values and motivations is a key first step in setting yourself up for success as Centennials take the reins and drive global markets.

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