WHY TV CON­TENT PRO­DUC­TION IS STILL A ZERO VALUE BUSINESS...

Impact - - UPFRONT -

Riv­et­ing plot­lines, a con­niv­ing mother-in-law with a sac­cha­rine sweet daugh­ter-in-law, drama, tears and laugh­ter, all cul­mi­nat­ing in a cliff-hanger end­ing just to en­sure that the TV-ob­sessed au­di­ence tunes in night af­ter night - while tweak­ing plot­lines to en­sure rat­ings is the bread and but­ter for TV pro­duc­tion houses, in re­al­ity most run a tight ship on the back of thin mar­gins and fund­ing chal­lenges. The lack of IPR for their cre­ative work also means no val­u­a­tion for their out­put and re­stricts their rev­enue to one source - a com­mis­sion of ap­prox­i­mately 10% from the broad­caster. Even if the show is a hit and trav­els to other coun­tries, most do not get to en­joy the spoils from the earn­ings. So, how do pro­duc­tion houses cre­ate value? Our cover story this week seeks to ex­plore that. In fact, a start has prob­a­bly been made by Sid­dharth Ku­mar Te­wary, Founder & Chief Cre­ative, Swastik Pro­duc­tions, who re­tains the IPR for his next big-ticket show, Porus, which has been li­censed to Sony. We also talk to Kul­meet Makkar, Chief Ex­ec­u­tive Of­fi­cer, The Film & Tele­vi­sion Pro­duc­ers Guild of In­dia, who tells us about the Guild’s ef­fort to im­ple­ment global best prac­tices in Tele­vi­sion pro­duc­tion and root for con­tent mon­e­ti­za­tion be­yond the tra­di­tional for­mat.

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‘Alive is Awe­some’ has come to de­note Cinthol’s po­si­tion­ing and the brand is tak­ing this po­si­tion­ing fur­ther for the lat­est dig­i­tal cam­paign for its anti-germ soap, Cinthol Con­fi­dence+. Sunil Kataria, Business Head-In­dia and SAARC, Go­drej Con­sumer Prod­ucts Lim­ited (GCPL) also tells us how brand Cinthol has evolved over the years, but has re­tained its orig­i­nal tonal­ity, and how in­no­va­tion con­tin­ues to be the bedrock at GCPL.

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In our Un­wind sec­tion this week, Vikram Sakhuja, Group CEO Me­dia & OOH, Madi­son World, tells us what fam­ily va­ca­tions mean to him, and how they give him the op­por­tu­nity to spend time with his daugh­ters, who live away from home. He shares with us mem­o­ries of a re­cent va­ca­tion in Alaska, re­count­ing its nat­u­ral beauty and de­li­cious seafood, and a taste of ‘Crab Claw Bloody Mary’ – a Bloody Mary with a gi­ant crab claw in it!

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We also catch up with the charis­matic Su­manto Chat­topad­hyay, newly ap­pointed Chair­man and Chief Cre­ative Of­fi­cer of Ogilvy’s sec­ond agency brand, Soho Square. The Ogilvy vet­eran talks to us about his new role, his top pri­or­i­ties, how the merger of Bates with Soho Square is play­ing out and more.

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And fi­nally, there is great ex­cite­ment in the air as we pick the su­per-achiev­ers in the In­dian Me­dia, Ad­ver­tis­ing & Mar­ket­ing in­dus­try over the last year, and an­nounce the short­list for the IM­PACT Per­son of the Year (IPOY) 2017. Turn the pages to see who has made it to the list and guess who among them will fi­nally win the IM­PACT Per­son of the Year (IPOY) 2017 crown!

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