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Whoever
controls the language,the images, controls the race
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Mr
Bhaskar Das |
For
many advertisers and advertising agencies, media, especially
in a majority of consumer issues, has always remained a backroom
activity. The absolute blitzkrieg in technology development
and globalisation during the last four years has seen tectonic
changes taking place in both the software and hardware side
of media. While technology has created multiple options and
new types of competition, globalisation has ushered in a new
consumer culture - one that edits what it receives. This in
its trail has fragmented the attention span of users and has
also impacted the process of cumulative reach buildup, message
registration and retention of audience. Further, media inflation
occurs in geometric progression and has compounded the complexity
of the media evaluation, planning and buying process.subjects
of media. In the past too, SM has in part covered media-related
concerns, but this time the coverage is wider. Agreed, it is
not an exhaustive compendium on all media subjects, but this
issue of SM has selected and presented the viewpoints of key
industry players as well as research from our own team.
For instance, Mr Kiran
Karnik, MD, Discovery Communications India, talks about the
future of conventional television in the days of new interactive
media. Mr Tapan Pal, President, Zenith Communications, elucidates
on the need to have a one-stop shop for meeting clients’ varied
communication needs. While Mr Biju Joseph provides clues on
attracting the best talents to the advertising industry, Mr
Santosh Desai speaks of the importance of Communication Planning.
I hope you enjoy this issue and find important nuggets of information
for your reference. Needless to say, we welcome feedback; do
suggest other areas you would like us to focus on in our future
editions. And we, in our own way, will continue to bring you
the most relevant issues faced today by the marketing fraternity
at large. Happy reading, then! |
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