Doordarshan to jump into viewership-rating bandwagon
Anil Wanvari
January 13: The television viewership ratings picture is beginning to look rather foggy what with Doordarshan (DD) announcing that it is going to set up its own peoplemeter project through a separate corporate entity in partnership with a few private channels and some advertisers.DD's contention is that its programming is not getting enough viewership ratings because the viewer sample being used by the two firms -- IMRB-AC Nielsen and ORG-Marg -- doing the ratings currently is skewed towards cable & satellite homes and hence doesn't accurately reflect the real viewing habits of the Indian populace. DD has promised that its peoplemter project will be drawn up keeping the realities of the market in mind. Reports are that DD has even offered to buy up the peoplemeter's installed by the two firms so far. The question that arises on account of this offer from DD is: should a media owner be allowed to own and manage research which relates to its business? Will it maintain a neutral stance without biasing theoutcome of the research? Remember Business India has been getting some flak because it owns TVi and ORG-Marg. The two research firms have actually brought about this threat that DD has uttered upon themselves. ORG-Marg's Titoo Ahluwalia and IMRB's Ramesh Thadani should have shaken hands a long time ago and worked on peoplemeters jointly instead of letting other issues -- be it business or ego -- come in their path. At the stage of development that television is in India, the country doesn't need two peoplemeter projects coming up with two sets of weekly viewership reports covering the same area -- no matter even if they are covering two different sets of audiences. It's not too late even now. Let both ORG-Marg and IMRB put aside their individual self-interest and work together. The result will be tremendous savings on account of economies of scale. Not only for the two firms but even for buyers. No doubt the technologies are different. No doubt the two are sworn rivals. But surely they can work out a
compromise. The other option the two firms have is having Big Daddy DD arm twisting them time and again. Or even posing as a rival with its own project. That would be a blow that would leave them bleeding rather badly. Coke's media innovations You've got to hand it to Coke. Some of the major innovations in media in recent times have been coming in from the cola caliph. Among the most spectacular is the hypnotic flashing of the Coke logo which covers the entire TV screen everytime there is a commercial break on DD during the telecast of the Independence Cup. Because of its continuous use the Coke is coming to signify a commercial break. This apart Coke was the only advertiser to wish readers of The Times of India a happy new year on its front page. A red Coke stripe also adorned the front page of the Eenadu as did a trapezoid in the Hindu. What probably works in Coke's favour is the fact that its ad budget is huge. Nevertheless, its innovative usage deserves a few kudos. Madison DMB&B sets
up outdoor unit Meanwhile Coke's agency of record, Madison DMB&B has set up an outdoor unit called Out-sel Advertising in a 67:33 partnership with the Selvel/Vantage group. Its first client is Coke which has awarded it its outdoor AOR after evaluating seven agencies. Coke is expected to spend in excess of Rs 10 crore in the coming year. The contract is renewable on an annual basis and Madison will reportedly be getting a fee for its efforts. Madison DMB&B chief Sam Balsara says that Out-Sel will be pitching for clients some six months down the line. Right now, his focus is on getting Out-Sel up and running and on servicing Coke efficiently as far as its outdoor needs are concerned. The outfit will have 20 employees on its rolls and seven offices. Office space will be shared where it can with its two parents: Madison and Selvel/Vantage. Balsara says that no one has had the foresight to look at the outdoor business in India seriously and even if someone has then he has not been backed by clients. "Thestructures holding up the billboards have no aesthetics...they're ugly. We intend to bring in technology...and bring about improvements as far as erection, lighting, display and presentation are concerned," says Balsara. MEN, MGM Gold sign agreement Another feather has been added to the Lalit Modi-owned Modi Entertainment Network's (MEN's) cap. The distribution company has, according to FT Media and Telecoms newsletter eAsia, signed a 5-year distribution deal for India with MGM Gold Networks Asia. An official launch date, eAsia says, will be set once the Hong Kong-based network has secured transponder space on PanAmSat-4. The movie network is hoping for a million subscribers by the end of this year, and 2.5 million by the end of 1999. Details of airtime sales arrangements and distribution fees have not been revealed. MGM Gold's Indian service will be digitally encrypted and distributed as a pay service. Digital decoders are to be manufactured by General Instrument, which is a long-time
supplier to MGM Gold shareholder, Encore International. IRD prices are expected to be between US$500-$600. MGM Gold joins sports network ESPN in the MEN stable. Meanwhile Asia, which is delivered via email, says that the battering that the Malaysian currency, the ringgit is receiving is being felt in the broadcast business. Measat Broadcast Network Services' (MBNS) direct-to-home digital satellite platform (Astro) is also said to be planning further cutbacks. It may be recalled that DD was once expected to partner Measat in the venture. The company is believed to be upping its lay-off count to 620. About 200 expatriate staff were laid off before Christmas. Another 420 are on their way out, according to sources. A Measat spokesperson, the newsletter says, denied any lay-offs. "We have not retrenched any of our staff. Some expatriates have left the company of their own accord," the spokesperson said.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
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