Ad agencies in India are geared towards participating in creative awards. They just love the game. Not so Indian publishers – at least on the face of it.
That is why when we launched Digipub Awards last year for web publishers, I wasn’t terribly confident about the level of participation. At the end of the 2nd season I am happy to report that I had worried needlessly: nearly 40 media brands have participated so far.
Of course, that number should have been 100 or more but it is only Digipub’s second year. And we did see an increase of nearly 50 per cent in the number of entries.
What have I noticed over the past two years? Here goes: entries in English and Indian Languages are judged separately in each category because the former has had such a headstart online. The entries are mostly in English – so if you are associated with an Indian language brand, now is a good time to pick up a metal at Digipub!
There have been some truly stunning entries – I could name some but that would be politically incorrect. And yet, considering the pliability of the medium, many publishers simply aren’t exploiting it to the full. There is little interactivity, for example, on websites. Very little experimentation is being attempted. You can hardly see any attractive infographics, for example.
It isn’t that there isn’t talent. But financially hard-pressed publishers are being single-mindedly driven by metrics like unique visitors, time spent, pages per visit and all of that. If they want to stand out from the others in a quanti-driven world, experimentation and innovation are the only options.
Sreekant Khandekar email@example.com