 Give the world a big round of applause because multiple things for us, I don't know how we manage it. When we woke up at five a.m., we were here at the end line to submit an article. Kudos to you all. Morning is my honour and privilege to be here. First of all, I'd like to acknowledge my friends who are also stalwarts five a.m. and in some way the creators of this domain are five a.m. So, I'd like to welcome somebody who doesn't have any introduction to this community or in the business and the quality of the community in India, Mr Dilip Seriat. Please give a big round of applause for Dilip Seriat. He's been an icon and a role model for a lot of us. I keep telling him when I grow up, I want to be like him. See, I'm trying hard. We have our keynote speaker who comes from Singapore and he's from Kachem. I would like to get your name right. Mr John Berry, welcome Mr Berry. Please give Mr Berry a big round of applause. You know, eleven years back, we started exchanging media seventeen and a half years back, almost thirteen years back, and for the first three and a half years of our life, we're trying to build a marketplace. We need to be marketplace for buying and selling a media time in this space, like the commerce for a river. So, we were never intending to be a content player, we were not intending to be a media company. Me, Amit, and I were putting our jobs to build a marketplace for media. And we failed at it because we were ahead of time. In the other very face-to-face relationship-based society, media is not standardized, we weren't smart enough not that we are any smarter now. And then we exchanged for media to give me home, give everybody marketing, advertising, media, communication. And about eleven years back, I met a gentleman, I don't know where he actually is, Mr Singhla. And I said, I want to do, you know, we exchanged for media to become the platform it is today and it has become the number one platform. But, you know, we, in the main platform, we tended to do more about media planning, buying, marketing, that's how we started. And he said, we don't do anything for the PR and co-com in the community. So, I went and saw Dilip and then I met Prema and met Ashwini, met mother and met four or five people and said, we want to do this. And we put together the first IPR CCA, Ashwini contributed tremendously to that. He was the jury chair, he made calls and he really spent time. I really want to thank you, Ashwini. Gratitude is due to you and please give us a big round of applause. So, really, you know, as the day progresses, I'm going to say that we have a full house. It's already almost a full house. Now, your co-com and PR professionals, I don't have to tell you what's happening in this domain. Now, I spend most of my time in business work, you know, because I still have a long way to go there, but maybe another six months and we'll build what we set out to be got somewhere. But it's a company that acquired, you know, I've lost more air in Italy, but we're on our way. But I want to outline five things according to me, which in some way transforming the corporate communication with PR landscape. First thing, for the first time I see, I talk to a lot of PR professionals, they call, I'm mostly polite to all of them, except when people call an insistent talking, I take a call in that second and some people call me by my first name, I tell them I don't know you long enough, and some ask me if I show up for a press conference. I tell them if they pay me $10 million, maybe yes, but mostly I'm polite. But, you know, I can say for the first time I see a lot of people have a better business orientation than when I started 18 years back. I have to acknowledge that. Second, they understand the business environment much better. Third, they understand the marketing and business objectives much better. And this is because of my interaction with people across the valley chain. I remember seven years back in a similar conscience, I talked about the, and then it was on that panel, I mean, he spoke, what is media agencies who buy most of the media take over the PR landscape? But that hasn't happened, so kudos to you. But it's still a threat. In the midst of the smaller media agencies, they still look at PR because they have a cloud to buy media. And when you talk to the government in the Senate, political institutions, they have media buying and PR is at their point. So how do the media agencies, the PR agency, the COPCOM professionals deal with that? Second, the biggest challenge is which team the media face but who has a professional face is the challenge of fake news. We are at the receiving end of that. We are not the creators of fake news. Politicians and respected groups create fake news. How do you deal with that? Third is the increasing number of content platforms. Today there may be an insignificant story on some platform that you never heard of which has come up three days back, sponsored by somebody, and suddenly spreads like fire, wire fire. So how do you keep track of the number of media that are growing? Of course you use technology, but at the end of the day, the response has to be human. There has to be a strategy around it. Fourth is, you know, our business of, even at the media business, dare I say, is becoming the business of content marketing. Today when I talk to clients, I talk to our advertiser, I talk to our subject, everybody in some way talks of content marketing. And you know, as an editorial person I don't like that because that means major advertising, that means... So how does a PR professional become a content marketing professional? How does a co-com professional align himself or herself to understanding the trends in content? The last, you know, earlier people would have a crisis in once in three months, once in a year. Today what I call crisis 360-degree boom. It's not the name of the platform. It could be, but today most professionals deal with, and crisis may be the strong word, but you deal with a complaint, you deal with an issue, you treat it 24 by 7. And again, technology can detect them, monitor it, but they don't even respond. How do you make sure you are geared up as a client, as a PR agency to deal with them? My last and probably critical point, I have seen in lots of corporates, the CMO become the CEO. We haven't done research, but maybe you should commission a little bit. No, I should be, you know. How many head of communications have fallen to become CEOs? Not many, why not? Because so I will challenge you, encourage you to think like a CEO, and I keep saying CEO is nobody. He's the chief everything officer. You've got to have an appreciation. You've got to have a tail end. So these are the things that I'd like to outline. And today we have a fantastic line of speakers, and you hear them. In the evening we have our award, and I must say this. You know, Ashwini is there, he was in the first award. Subsequently, I'm not even sad to a jury, I'm not an award. As I said, I spent 99% of my time in the group. You know, there are too many awards happening. What is the differentiator between one award and another award? I can say looking in each one of your eyes and put a hand over my heart, and the jury will vouch for it. Forget me. And my editorial believes that these are the most honest, robust, process-driven awards. Can they be better? Everything can be better. But when you get an award tonight, you know that it has come through a peer recognition from professionals who understand this domain and it has a three-peer process. These are very honest, credible. And I think that separates the boys from men, the girls from ladies. Not to be shamanish, correct? So when you get the awards tonight, you know that they have been done in an absolutely process-driven manner. We are only custodians of the brand and the process. We have no impact on the awards. I also want to make some announcement. This is a domain that we've done, but we've not focused on it. I think the potential of this domain and to segment and sub-segment and to dive into this domain is huge. I want to announce three new initiators. We do an impact digital power 100. We do an impact top 50 women list every month. From early next year, we launch a PR 100 for the top professionals in the PR industry and top 100 professionals in the top company. We also launch under 30 young lists because 40 under 40 are no longer young. I know people like me have never mentioned that we are still young and we are in some way. But really, these are three initiators. So we do much more in this community, evidentially, because we tend to be a little more broader. And in exchange for media, we bring CEOs, CMOs, people beyond PR to this domain. There's a value in PR, people reading about PR people, but I think the value in the whole ecosystem engaging with your community and our community is much more important. Journalists, today at the conference, you see more journalists than you see at any PR conference. So I just wanted to outline this. Nammal also asked me to talk about three new initiators. This year, which has been ongoing, but they are bigger. Priyanka and Karan have put together Priyanka on the edict side, on the curation side, and Karan on the business side. These are two people. Priyanka also does an exchange for media news, broadcast awards. I remember when we started this, again, 11 years back, a lot of people said to me, why are you awarding news articles? What do they do? What do broadcasters do? I think everyone has a space. So they have, again, become the number one recognition in this domain. Again, we do everything through a jury process. So we have the jury on the 30th, Jan in the 16th, with our in-bath exchange for beginning. This year our jury is about 20 people. The chairperson of the jury is Dr. Kiran Kaili, and there are 11 editors on the jury who are not news TV editors. There are three attendees. There are two media planning CEOs. There are two former IMU ministers. Mr. Manish Tiwari is on the jury. Mr. Arif Mohammad Khan is on the jury. So we have a very, I mean, this year we have kind of taken the jury to another level. Two years back, we started the exchange for media digital outlook with the Densu Ages Network. It was the last 40 years with Madison, we do a pitch Madison advertising outlook. So on the 16th of Jan in Bombay, we have the Densu Ages Network Exchange for Media Digital Outlook, 2019, where we forecast the trends. So while we do it for pitch, for the advertising marketing, the next year we start to do a PR outlook where we look at the, you know, outlook for that domain including numbers, qualitative aspect. So I just want to tell you that we haven't done these three things in the past. We'll start doing, and then we've got a lot of data inputs inside. Last but not the least, our success and our domain platform are only about engagement. I don't want to talk about the traffic or how successful exchange for media is, but I can tell you, it's like having five hundred seats in the Lok Sabha, every election. I don't know. I wish, and I'm sure this word will get there in that dominance, but I just want to say that exchange for media is one of the involvement in the engagement of every one of you. And it totally, we don't do enough in the PR platform domain. We currently continue to head up business side on the PR domain. We'll be seeing as a sub-domain which is very important, but we're bringing in two more editorial colleagues on that. At some stage we introduce you to them, and we are bringing domain experts, people who have given the op-comp PR domain, they understand. So when they talk to you, it is a nuanced conversation. You know, you get something from them while they get something from you. So I just wanted to take this opportunity to share this. I'll have one of those few events that they have already, and I look forward to interactions and I look forward to learning from all the speakers and the staffers in the room, and all the young people because the young professionals have more hunger, more cuts, more curiosity, and there I say more energy to be able to create something new. So I look forward to our interaction with you and I wish you a day of learning and connections. Thanks.