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