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Last Updated 03.04.2020 | 7:32 PM IST



EM2 – The Entertainment Media & Marketing Forum completes its 3rd year!

The two-day annual Entertainment Media & Marketing Forum - EM2, organized by the Film Producers Guild of India, kicked off very well at the Taj Lands end on Thursday. The event had over 300 delegates who are decision makers in the world of branded entertainment and leading industry dignitaries voicing their vision for the future of the Entertainment Media & Marketing industry in India. That apart, they also provided with insights on how films have opened up opportunities for consuming media in multiple ways, besides exploring new marketing strategies provided by mobile TV, digital entertainment in the current scenario and what revenues would provide in he future for the industry. Some excerpts from the event and key points put forward by some of the speakers are as below: Amit Khanna - President, Guild In US 60 per cent of the revenue came from different media while 45 per cent came from domestic market. Indian scene is no different from this. TV, Mobile, media all create a buzz for top big films like Kabhi Alvida Na Kehna to bring in more revenues. There are numerous medium of information dissemination in today's day and age and they all need content to retain consumers' interest. There should be natural synergy between different media platforms as this will create a win-win situation for both, the media platforms and the brands. Broadcast, print media, mobile etc. are various mediums of promotion. For eg., these days trailers are released on mobile and internet. This in turn helps the various media platforms in sourcing the required content. Therefore it is imperative for all participants of the chain to survive and gain in the process. Kunal Dasgupta - Vice President, Guild The biggest content providers today are the search engines. There are 32 million books available in the world, 25 million music tracks, 7.5 million hours of movie time and half a million of movies made till date. Google stated that all the above content can be digitized by 2009, if the rights are available for digitizing. The most prominent target audience for all media content is between the age group of 15-20 years. Content providers will have to think deeper how to build and figuring out how much more money can be accrued from new technology through video, mobile and radio. The prime mover for content creation is technology and competition. With the two big players in the DTH technology; i.e Dish TV & Tata Sky, the scenario is changing. DTH will provide more revenue besides mobile video and internet space. Mahesh Bhatt - Filmmaker Entertaining market is fast changing. We have known how Singapore used shooting of Krrish in their country. Good business is like good sex. Consumers market is growing. How much attention you command is what matters. In the 21st century, attention will be a commodity. Thus we must fiercely invest in story-telling without which technology will do no good to promotions and marketing. Raj Tilak - Vice President, Guild Technology has given a new grammar for story telling. Repurposing of the content is a challenge. Rajat Jain - Managing Director, Disney The company had to face controversy before and after the release of Da Vinci Code with print and electronic media bombarding with news over whether to allow its release or not and subsequent banning in many states despite the fact that censors had okayed the film and Supreme Court had allowed its release in a case filed against it. Despite ban and controversies the film earned Rs.14 crores. Uday Singh, MD, Sony Pictures The Entertainment factor has crept into news reporting as well. Controversies surrounding movie releases nowadays make news headlines, which eventually helps marketing the movies in a much larger scale. The controversy surrounding Da Vinci Code got even the Hindi belt audiences interested. Sunil Lulla - CEO, Times Global Broadcasting Marketing is too important to be left to the marketing department. With 45 news channels already in the television space, the time is not far when the industry will witness 45 more. And with all the existing ones thriving on the 'truth', 'first', 'fastest' positioning, the time has come to seriously differentiate. Dr. C. R. Sridhar, President, Icon Added Value Predictive and market research has a big role to play in the success of the Films and Television industry nowadays. Some of the Marketing survey techniques and methods used today are - awareness survey, audiences' plans to watch the film, repeat watch and degree of satisfaction. Production and Distribution houses should invest more in some experimental marketing. Pradeep Guha, CEO, Zee Telefilms Films like Viruddh, Chalte Chalte, Minority Report etc. used in-film advertising very successfully. Brands and Entertainment are truly made for each other. In-film advertising is a unique way of reaching out to the consumers without them realizing it. Arvind Sharma, Chairman & CEO, Leo Burnett What can you tell people that they don't already know? Wonderful examples of fantastic and effective advertising: Ex 1: Pontiac and The Oprah Winfrey Show GM had already given up on their Pontiac car model when they tied up with the Oprah Winfrey show and gave away 276 Pontiac's to the entire audience. This helped in positioning the Pontiac as the new youth brand as it did something really cool. Visits on Pontiac's website shot up 322%. Ex 2: Tide and Baghban Special shooting was done for the Tide commercial using the same stars as in Baghban and using the same setup. Ex 3: Thums Up and Kaante This was awarded the no. 8 best product placement in a film. It showed one guy off alcohol demanding Thums Up. There is still lots of potential for growth, we've not even started walking, we've just begun to crawl. Sanjay Purohit, Director, Sales & Marketing, Cadbury There is a greater need for brands to become a part of entertainment. In the 80's and early 90's advertisements were just meant to pass a message and not entertain. This is changing nowadays. In the last 5 years, the brands advertised on TV have increased from 6,000 to 10,000 and the time spent watching television has increased 15-20% in the last 5 years. Advertising just as apart of a background or as wallpaper is ineffective and does not make an impact. Llyod Mathias, Executive Director, Motorola Mobile industry in India is a booming market and the handset market mostly ruled by just 1 player. Over 50% of the revenue for the mobile operators comes from Bollywood downloads. Kanwalinder Singh, President, Qualcomm-India & SAARC Cell networks currently do not have the capacity to go beyond a certain capacity, which explains the jerky quality of the videos available now. Currently, the service providers in India, on an average have 30,000 to 40,000 stations. Mobile TV in future will provide a high quality viewing experience, fast channel switching and maximum channels at a minimum spectrum and Video, Audio, Data casting and Clip casting will be some of the features of Mobile TV. Neville Taraporewalla, Country Manager, Yahoo India Audiences are moving away from traditional form of media and are gradually realizing the potential of alternative media and a paradigm shift gradually happening from Television to Internet and Mobile. Vikram Kaushik, MD, Tata Sky Entertainment will never be the same again. A decline has been seen in the past couple of years on the money spent on groceries, etc. at the same time there is a phenomenal increase in the spending on entertainment, personal grooming, etc.

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