He also suggests that the industry should shift from the concept of fragmentation, which reflects a poor understanding of the consumer, to segmentation.
Times Of India Group executive president Bhaskar Das pointed to a rather over emphasised concept of 'Content being King' as a dubious one, as in his opinion 'Intent is King' is more appropriate as it finally determines content. Das also said that there must be a multi dimensional approach to reaching the consumer as the consumer has now moved from the periphery to the centre of the value chain. Therefore, how you engage reach is critical, he concludes.
Representing the two top kid's television brands from the Turner stable was VP ad sales and networks India and South Asia Monica Tata throwing light on the approach that is crucial to Cartoon Network and Pogo, of building a friendship with the consumer. With this as the key, every other line of business logically falls into place. Tata asserts, "Believe in the power of partnerships and not think of it as a manifestation of weakness, and be prepared to take on a long haul of existence in the market, as ultimately you have to make the consumer feel the ownership of the brand."
Future Brands MD and CEO Santosh Desai brought a different angle to the discussion by saying that the homogenization of media brands has made it into a generic term, but what's important is for every media brand to display a unique point of view, as this is the quality exhibited by the purest form of any brand.
Infact moderator for the session, CNBC TV18 Anuradha Sengupta was prompted to ask Kapur why he conveniently shrugged off being a brand himself. However, in Kapur's opinion, the notion of a brand connotates an abandonment of creativity and therefore he claims to have drifted through life attempting to escape from being referred to as a brand.
As opposed to a common trend of thought among the panelists, Kapur raised a valid point saying that the result of an increasingly cluttered environment leads to the mis-representation of the claims of the brand.
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