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Let's continue inspiring one another. And on that note, let's begin with our event today. Remember to be active on social media. Our hashtag is very simple. Let's put the word. Now, it's in the space at first. It's called, आब रव्यतारो still seven वडिकीनाew, इमसर जब啦athon, वडिकीना सेर मनसंत sleep and sleep मे� economic cards tests of, on closes सलेऽाम चंोक काईखाता उसलवDave आमसर चंकटर अस्ते कनींतेमेशब मद्ोmanuel ्रश्देंस्त पर मर्घीو test ्रेश्ते क né esque card सकॐ को तो disadvantage च्हॉर क Recovery , रवisyaka बज्दिएज़न्ड़! अगर लोगान्ई की दाईगिल आपदा दाएगि लगान्ईमी जा आपदाईज़न्दाई़ साददीज़न्दाई़ की काisnachika अनकिमि दाईज़न्दाई़ याा वी फ्बाज़ कत बहुत, यो दर्द बाभ्शदर दीश्णाईचा today यह स्विग्ये कहाँ कि कि फीग यह स्विग यह कोत्हें कम पस मेर कारथा है, इरा की वह सब लग टी जिटल है बाहि आए खॉटते, की वो यह कारटे कं�槍, some are central storage when it came to you know the consumers mind space so this conference you know was created we the thought in mind about you know presenting putting forward the primacy of द्यव तो ये इसPNC तब थी बाँ क दे personalities, । व symb detail मूर fireworks स्राहँफ Jenn चिह केर नहDear इस शर पैस entitled मैदिम ट्यव त itt नाई और के लिक देव चह Any मैदिम ट्यव त itt चब शैला Send मैदिम ॥ Thanks मैदिम चकि श्कि के केि código टीू और च्कि lime Onun b de to see brands are still being launched despite the funding winter dime a dozen entry barriers are really low, so to become aspirational you need to be famous and to become famous. you need to go beyond what you call performance marketing put your brand on the big screen put your brand where kind of it is visible in a large format. बी औी भी पीछ मेदाण रब्ब्दियरे जाद्भ्ते काँ अर्वं फीडूझा हो चाए, ती, काँ मैंदा ठीशी करने चाई तेंद में बास्त रब्बिएँ, थे रोन क्या जाँ या किना मैंगा और भी किना, रब और टीट, और दीट, फो रहे थी नहीं,ता धीशा, दे��� ठीवलागर कर मडोग from Japan It Guide आप सहाचyor the आप सजनेभ बनजelines बका चकते है मुलाँ वere वाँई खाल कादक्रना Standard If Japan उस आप अमनी वेशब चीछन�ồng ठीवराब मुर Ona मुरनी वो considering रिए क्चिछट �ни औरनाटतो और them P fir श� light अप ब patron on ratings after the you know sort of शाफ तो ही तो कोविट धिशाशन औब than you eat when you report यो आप तो, इसी जाजनी यर अआप नवज़िं यंवान मेंभर यादे भी अज़ाजनी। ड़े वाज़ी भी आप दीवि रश्चाष झाउ दाष धीवे ईदविथ अचाच तो, आँच्टon आप गप्तागभ आप आप आप आप याजावईवागविएग क्कोनमएत गरोगईग हैंबाजाफ्टकर कब 악धःद एंगे गरोगगईगगग तो अज ही वहीं तो तेलीविजन्र क होचर ख़ी करेगें भी वहीं धेखी होचा eficient as the chart says will grow by almost 3% going in to 2025. तेलीविजन जासोंधा जर घर of course will keep growing, unlike what is happening in any of the western markets. छ आप आप आप दिलगाँ सब याआ रोगाभाष्टर क्यों तेरीवीज़झे तुवटीग तलीवीज़झे तुवटीज़ज़ज़।otesley man jo entry barrier to consuming televisions continue electrification of the area as we all know there is still algorome available had room available in India to grow electrification. And hence the connectivity of the TV and penetration distribution of free STB as I've already mentioned very important point you know we all talk about. we all talk about how television is still a relatively much cheaper medium as compared to even broadband most households who are still on cable TV or even on DTH are still paying between 600 to 1200 rupees per month for television connectivity and when you compared that to the cost of unlimited broadband I think it's a very competitive pricing, availability of television sets So, in view of all of these television segment revenues will continue to grow. Last week, we had the Pride of India initiative in Chennai and the Association with TAM we presented a report about how SMB brands, though I don't know whether SMB is the right term to call a lot of home grown brands because many are now already large, the likes of Kalyan Jewelers, JoyLukas and so on. we curated a report with Tam which spoke about how the advertising ecosystem across various media has changed. I just want to show a couple of slides from that which are very relevant to TV. One is about categories that have consistently advertised more on TV over digital platform. As you can see, there are almost 130 categories which despite all the dint, noise, the growth of digital एक अआग ही एदादी ईबातः उब ड़ीत् bon. � bus et ca waves et ca waves用 mean N March अस अकिसी अवी मेरा आगाntas aqaf that型 यहन का ओप महँ च्रषे करे ख्झा बरसे लाव। न जोगन स्ववाँ आपा का elsख़ीiology मख मेरा ज़़े दीट् coordinate будущे यह आपा May ज़क ती दीटी इस्टो से रदी वन ढ़ीव आजेई निन च्यर लाँपर यह दोजस्र थे वोनी अगा गिल सागज़ का लिए वोनने क्साघा शॉल जाआं जेग वि विश्दात देदा और रब ख़ा जा अगा वोने विश्दार लिए आर्चड आश्वतँएश झेर न ऑप यह मुज ढ़ सार्इटाँ इसदोंगे आपाने आउदे की विदादे करूशा है. वो अपत्एना नमेद ठीजा, आरीटा दीजिटिल्टें, आपो स्तार्ईता अवज़शा चृःए। और नमा वोगे अवगे अवगे और च्पोचुए, हम चाहा, ॐ ृ ृ ृ ृ ृ अेरवाई कि ठुरी इस्वाई दीदी को की तमे की सुगस कीं की पनना ख़्रागशना में एक और होँ खल मेंनान연े काईईईगईईईईईई. वृत होत बच चूवक भी दॉश पर काईळहेंि यहं कनदात में चोनतागर मिलिख्द आज चंग हैं खॉदरती हो, गर businesses करीः अं सिज्गमें दर अं करीःност��।ना अए के फीछे ऴ।ना स générक। अं चान्चiin को मु�特नटॉतनाच्त्स STACK टॉ़ members of discussion यह गरोट, मैंगर नւच्राद, मेरी प्रीट्वी, आप नध्शम मेरी भी आपडवरे नहींखागाए, आपिक श्फीड जेन्स्पी क्योंगेए, योंग और जोग़ इस्ठी एक ज्लीख मैंगा और देखाः मुझेख कछ आपुव मैंगा थे आब सवट़्पी रहाद still जोगी में लोग चीता मैं लाई वोगिल. बहुंटेखाँसे आप मैं क्यों बालचा है, वोगिल मैं क्यों जीगद़्तीन का, वह देदेटीके की कर देएे. आजा ओई पूर भी दोगे कोवेड अं डोगा विर कोझे कोझे. तब थी of the numbers on digital sir horse so start to him person औरते of advertising own large digital platforms ल挵ेटincome fromanco और शिया दीटट का से ग़ानो पर कोगे अली ता धो ची फरास Warning will start tapering off तब वह धीटटरे of की लगल का  च्पाने की और बर्धोई की �tschaft free ज़िव उसक्छी, ँरा आविये कषात आद़ो, और अगले कषात या बातॉट़ हैं। आबजा आप॑ा आप कहाँरी अच्चा अद़ी तोच्छन मी तानी और सब अदे आप ऱकाएगा। क emotions mister was of course some great pointers coming from the welcome address as well on that note ladies and gentlemen it's now time for me to welcome a visionary a business tycoon a leader who was created positive ripples with his persona resilience and flawlessly taking those headstrong decisions we're talking about none other than the chairman and md madison world mr sam balsara तो ज़ोएन असक, for our special keynote on why large advertisers prefer TV first. Ladies and gentlemen, it's Mr. Bulsar. I think we can give a bigger and a better round of applause. I think my daughter will do that. So good morning friends. I'm delighted to be speaking to you once again on the medium of television. And I've chosen a more specific subject rather than a general subject. Which is why large advertisers even today in a digital age prefer television as an advertising medium and spend very vast amounts of money on it. Are they stupid? Are they clever? Are they just stuck in an old world or only they know what they know because media spend is a very very large number on their balance sheet. So they better know what they are doing. Now to buttress my point, take a look at ad spends on TV. Laura, is someone moving this? Yeah. So take a look at this graph. In 2012, ad-ex was about 11,500 crores. TV ad-ex. In 22, it comfortably crossed 30,500 crores. That's about an 11% compounded annual rate of growth. To know the number for 2023, I'm afraid you have to meet me again on this forum on February 15th when we will present the Pitch Madison advertising report, which will give you a snapshot of what happened in 23 and our prognosis for what to expect in 2020. Now, as they say, you know, you can get numbers to prove almost anything that you want to say. And I think that is true for the graph that I showed you earlier. Here are the same figures viewed in a different way from a contextual point of view. This graph, which gives you share of TV ad-ex among total ad-ex tells you a completely different story. So whilst absolute numbers are going up for TV, it's true that its share of ad-ex is coming down steadily since COVID here. So from a high of 42% to a low of 34% in 2022, I can say that this trend is unlikely to reverse in 2023. Look at similar numbers in a global context. Globally, TV share of ad-ex in 2022 is estimated to be only 18% by the respected walk compared to 34% in India, twice as much. So let's ask ourselves, are Indian advertisers and marketers smarter or are marketers and advertisers in other countries getting swayed by the digital juggernaut? Yet another dimension to these figures, if you drill them down a bit, is demonstrated by this graph. While share of TV ad-ex in 2022 was 34%, if I take the TV ad-ex of only top 25 advertisers, then top advertisers spend 60% of their advertising budget on TV and it has always been like that, varying between 60 and 65% except in COVID year. If I looked at the figures for top 50 advertisers, again they are similar. The number ranges between 58% and 62%. So the obvious question that strikes me and I'm sure will strike all of you and the should strike the media and the advertising and the marketing community at large is why do large advertisers spend twice as much as the others do on TV as a percent of their total spend? According to me, there are three main reasons why large advertisers spend or should I say still spend a very large proportion of their advertising budget on television. The first is because it is efficient and also effective. Secondly, television seems to score much much better on a metric called attention, a relatively new parameter that advertisers now believe should be looked at whilst evaluating media options. And third and quite importantly important from a brand building point of view, the lingering effect of television we have seen is much longer than that provided by other medium. So let's take a closer look at these three reasons. First, efficiency and effectiveness. A simple reason according to me why TV is more efficient for large brands is that currency for TV from the point of view of buying it is CPRP, cost per rating point and not cost per thousand. Cost per thousand for TV reduces considerably if the brands target group is large. As a rough benchmark, we say that for those brands with a target group of more than 40 million, TV is far more efficient. Perhaps if the target audience is less than 40 million, much less than 40 million, digital may make sense. The currency of CPRP on TV is advantageous to the advertiser. Can we see the next one? To the advertiser and detrimental to the media owner. On the other hand, currency of digital CPRP is advantageous to the media owner and detrimental to the advertiser. Another advantage of TV we have to recognize is that TV delivers very often huge spillover of audiences free of cost. If you had a plan to reach 2.4 million female adults of age group 22 to 40 SCCA and B, your media agency will give you a media plan reaching 2.4 million such women and giving you a CPRP for it which you may find quite acceptable. What you often don't recognize that in addition to that media plan delivering 2.4 million, it is delivering 5.6 million audience in other cohorts at no extra cost to you. On the other hand, in digital, we have to pay for every single person that you reach. So, spillover audiences is definitely a big advantage for television. For a lot of brands, spillover audiences are critical because we have seen that a very large number of people from diverse target groups buy most large brands which defy a very narrow or sharp target audience definition. There is increasing realization amongst marketers specially of large brands that to narrowly defining your target audience which you have to do in digital in order to control your cost may be a mistake. Take a look at this case. It shows that a large volume of sale of Colgate toothpaste is made up actually of millions and millions of people purchasing it quite infrequently. So, they are not defined, they may be not defined as the core target audience of Colgate and yet the majority of sales of Colgate come from these people not the core loyalists who only use Colgate everyday. It was Byron Sharp who first brought out the reach theory saying FMCG makers have to prioritize on selling as much to their loyal audience as to infrequent users and non-users. So, for a highly penetrated established brand like Colgate toothpaste only 9% of buyers bought the brand 5 times or more in a year. So, growth for headroom is in targeting 59% non-users and TV as we know delivers broad audiences enabling recruitment of infrequent users. Also, we have seen that in many many cases for newer brands or growing brands TV advertising helps build distribution like nothing else can. Take a look at one of our clients Parag Milk Foods makers of Govardhan ghee and Go cheese. The company after being silent for a few years pre COVID wanted to come back with a big splash. We recommended a media plan that incorporated sponsorship of KBC. Whilst of course brand equity measures went up dramatically and so did worth of mouth. The company to their delight found that there was another very serious and major unintended benefit and it must be because the company reported this in its analyst meeting. They said the company's ghee distribution grew 37% and we doubled our reach for Go cheese by doubling distribution. So on the first point I say TV is very effective and efficient for large advertisers. It is cheaper than other mediums in terms of cost per reach point a very very important parameter that all advertisers and marketers must track and not just low CPRP. TV delivers spillover audiences free of cost and these audiences invariably contribute a lot to brand sales could be as much as 30 40 50% and TV can improve distribution coverage. My second point is that TV drives attention a relatively new parameter that advertisers now believe that should be looked at when evaluating other media options. I hope all of you by now have heard of Professor Karen Nelson Field who I spoke about in a presentation some years ago pre COVID. Some of you I think have the pleasure of meeting her in our own city very recently. She is a globally renowned media science researcher and is best known to establish equivalence norms for different media on what she calls the attention metric. TV attention metric is 46% in the case of a 30 seconder. It goes up to 50% for a 15 seconder but for a skippable 20 seconder it can be as low as 25% going up to 40% for a 6 seconder. I must highlight to you before you take these figures very seriously or try to apply them for your brand. This is a generalized chart from another country for a category. In actual effect these numbers vary quite a bit by geography, demographic and messaging. We are hoping that we will be able to establish a very own attention metrics in India very soon. So what is attention and why does it matter to an advertiser? Given the fact that there is so much what we call noise in the marketplace today compared to say the early days of television when Doordarshan ruled the roost. One could say with some comfort that you had almost 100% attention of an ad. Today we know that is idealistic and does not exist today. All of us are always double-tasking, double-hitting, doing multiple things as we watch television, as we scroll down our mobile screens. So this new metric of attention is becoming very relevant to track with given today's media habits of consumers. She studied in this example two campaigns with similar ad budgets but with varying media mix. And she found that in one case where the attention adjusted seconds were substantially higher than another media plan, the outcome was actually more than double. In one another case she concluded that there was a 65% increase in outcome when the media mix is optimized to increase GRPs adjusted for attention. So it does appear that the attention metric in today's world is becoming critical and attention adjusted GRPs if I may call them that are actually a critical medium to track because they have the ability to drive outcome at scale. My third and final reason why I believe large advertisers prefer TV is because TV ads have a longer lingering effect. How many of you remember still this Cadbury dairy milk ad which I think burst on our television screens over 10 years ago? So lingering effect is quantified by a concept that is called half-life. We all know that the effect of any ad in any medium on the brand's equity health parameters deteriorates after the campaign gets over. The time it takes to deteriorate to half the level it reached at its peak is what researchers call half-life and it is determined in terms of number of weeks. Now most media mix experts will unanimously agree that half-life of TV advertising is much more sometimes three times as much than that of any other media. And from a marketers point of view ROI can be maximized when the time gap between two schedules of the same campaign can be stretched or lengthened. So ads that remain in memory help increase outcomes even when no campaign is running. This of course as we know is very different from performance marketing where brand health measures and outcomes slide down very very sharply when investments are stopped. So while all this is of course true I think the fact that we must recognize as intelligent media people is that many cohorts that are relevant to many brands are watching less of television today and this is specially so amongst the young. Bark now fortunately gives us viewership data across heavy, medium and light TV viewers. A closer examination reveals that time spent on TV is reducing amongst youngsters and males. The average drop in time spent between 2019 and today among light TV viewers in age group 15 to 21 is 29%. But in the 50 plus age group among light viewers the decline is only 16% but nevertheless there is a decline. So therefore I submit to you it is very relevant today for us to look at TV viewers in three buckets heavy users, heavy viewers, medium viewers and light viewers. This slide my next slide brings out the implication on media mix of this analysis. Let's say we are targeting females of age group 22 to 60 SEC AB Indian urban which is about 70 million individuals and we create a plan conventionally that we say delivers 540 GRPs. A heavy, medium and light analysis will show that you will reach 23 million individuals with almost double the GRPs at 913. Another 23 million with 478 GRPs closer to what you intended but another 23 million individuals a third will get only 242 GRPs less than half of what you intended the plan to deliver. So the truth is you are not adequately meeting your reach objective with one third of your target audience if you used television alone going by everything that I told you earlier because of its substantial I would say qualitative and quantitative advantages. And this is where I believe digital should come in to fill that gap. Google cleverly now provides us information on these 23 million light TV viewers through use of technology that enables us to address these light TV viewers through digital video. And make up our objective of 540 GRPs. So it is true that in many cases exclusive use of TV alone will lead to inadequate exposure of your message to light TV viewers and that gap should be filled by digital video. Next slide. Go to the next one I think this is just a summary. However the question that remains in my mind and I am sure in your mind is why is then TV share of addicts coming down in India and more so in western countries. I obviously don't have the answer but I have a hypothesis that I want to share with you. First we all know and this is a reality that a marketers term in a company is shortening. So is the term of the CEO and CFO. I can see all around there is a sense of impatience everybody seems to be in a hurry to show improvement in the quarterly results. Unfortunately whilst many of the new age promoters don't understand marketing or brand building even those who do among them unfortunately have to pander to the requirements of the investing public and specially those requirements of the large number of private equity players. Who want the high valuation a brand can give but to my mind the question is do these private equity players understand what is a brand. Do they know how to build it that they can dictate and advise the promoter on what to do and what not to do. Do they know that that only a brand with strong brand equity built over time can deliver sustainable huge profits. We all know and I think there is enough evidence that TV is great at building brands but brand building takes time. But it offers in return substantial benefits with sustainable profits in the long run. Perhaps that is what prompted me to tell Naval that I should be giving this talk not to all you intelligent media people in the room but to a set of private equity players who seem to be dictating where media should be spent for immediate result. To my mind we have seen that all is well in that world till the time the investor focuses on growing top line at any cost. But as soon as as soon as direction changes on focusing on the bottom line the performance model fails in most cases. Then comes TV to the rescue. Thank you very much everyone for listening to me. Thank you Mr. Bulsara. Well Mr. Bulsara you know firstly a great honour having you here amongst us and how can we not have you being felicitated. May I please request the starlit walk once again towards the stage and if I could have now the honour of having the head product revenue strategy in consumer marketing sports Disney star Shubhra Sarav Sethi to kindly join us. Shubhra we would like to have you on the stage and help us to do the honours to Mr. Sam Bulsara. Well ladies and gentlemen what an excellent point Mr. Bulsara pointed out that though the total TV addicts has been continuously and significantly growing the share has reduced but yet the large advertisers are contributing to over 60% of their revenue towards TV. Can we please request our dignitary Shubhra to help us to felicitate Mr. Sam Bulsara. And I love when you have a leader of his stature on stage there are of course going to be a lot of conversations. May we request the both of you to please pose in for a lovely photograph. Well ladies and gentlemen let's continue the applause and thank you once again Mr. Bulsara for joining us. Well on that note it's now time for our special address. After a great session like this wherein we've got the precedent set it is about TV first. May I now request our next leader who's the president head marketing ultra tech Aditya Birla group Mr. Ajay Dhan to kindly join us for a special address on theory of advertising and TV. We couldn't have had anyone better of his stature to join us on stage on this particular topic. But before we do so how many of you have got the opportunity of hashtagging E4M TV first. If yes you might want to raise your hand if not I'm going to be encouraging you to do so right now. Has anyone participated yet and put in the hashtag anyone at the back anyone on the front anyone in the center. Not yet. Can I request you in the next 20 seconds if you may want to eat we learned so much from Mr. Bulsara session of course some key takeaways already from that. And I can see a lot of you taking the photographs some great insights from the session. So may we request you for the time being for the next couple of seconds to kindly remove that mobile device of yours. Put in your key takeaway of what you feel about the session so far and of course tweeted with the hashtag E4M TV first. On the other side we're going to be soon joined by our leader Mr. Ajay Dhan who's the president head marketing ultra tech Aditya Birla group for his special address on theory of advertising and TV. So I'm going to give you a couple of seconds. If any of you have tweeted remember just raise your hand and we're going to get it checked with our social media team. So just allow us a couple of seconds on that. Thank you. And the ones who are still wondering if they should I think it's now time because I'm going to be asking you shortly on what you have tweeted. So remember to just take take a moment because it's always good to listen. But after hearing such an amazing session I know there's one takeaway you'd like to post. So I'll give you a couple of seconds on that. And meanwhile I'd like to announce the arrival of Mr. Ajay Dhan. Sam we should do a little coordination better because I don't know not much left after what you said and I think the thoughts are exactly according. However I'll just try and take a little different take to stuff. Sam what I'd like to do is I think you might not know I'm a budding and a closeted psychologist in that sense of the word and instead of going towards the media numbers. I think I'll do a fair amount of on the side reading on the side research on the side work on some of the very exciting stuff that's been happening. You mentioned Karen Nelson but there's some exciting stuff happening in terms of studying of our core consumers which is human beings. And I think there have been people like Dr. Ian McGillchrist who've talked a lot about decoding why not only why trends are there but why human beings behave the way we do. Why we for example asking the basic questions why we have two different halves to our brains. Why if you may post 2006 across the western world and across the world advertising effectiveness seems to have gone down right. Sorry we're just trying to reach the presentation so that you can see it. So I think there's some fairly interesting and fundamental work that's happened in terms of understanding who we deal with and how human beings behave and how we make decisions. And finally I think as marketers as business people our key job is not clicks it's not jrp it's not reaches not frequency it's making some delivery it's making some change happen making some decisions happen and actions happen at the other end of the pipeline. And towards which I think taking a cue from a few points that you've mentioned I just tried to dwell into why sometimes we forget the basics and what some of the latest science is telling us in terms of dealing with the consumers and why media works the way it does. There's some interesting perspective so as soon as the deck comes also as a as a opener I think I'd like to share something that I do as a ritual at these events is there somebody from the building construction industry in the room. No. Okay. So that's something that we routinely I routinely do at these events, which is essentially, yeah, which is essentially reintroduce the place which I work, right. And let me let me help you make a little more money also along the way. So, I heard, I think, and I rule this fact that I saw in novels deck, not too many building construction and cement players, per se. But let me just introduce. I'll try to take to you. We are about last year we touched about 6364,000 crores. In terms of top line. We are a 70% B2C player. Okay, unlike most of us and most of us don't buy it you don't use the product. But we are a 70% B2C play. 70% about two third of that comes out of rule. Now the fun facts. I think for the last six, seven years, and I've just put the time period that I've been here. We've grown at 16 and a half percent, which is faster than there I say FMCG per se FMCG overall as a sector has grown at about a person percent and a half over the GDP growth rate, right? Last bit, like I said, I promised to possibly make you some money as well. So if you put a lakh rupees in stock of buying ultra tech around that time over five, six years ago, you would have really tripled your money. The sensex would have doubled the money, but you would have tripled the money. There are some other marquee brands, companies out there, but I think we've really, really outperformed that. So for a request for novel next time, possibly, I think we need to be up there from a visibility point of view. Now coming on to what's the theory of advertising coming to the serious topic, right? This is Mark McClellan and many of you who've studied media at college or in the 50s, he said something really, really profound. He said medium is the message and those words are really profound and they hold some true meaning, which I'll just discuss as we go along. So let's first go on to the basic insights, right? Let's talk about those. The first piece as is there, I think we are very passionate people, marketers and business people are very passionate people and maybe that's where the problem lies. We forget oftentimes that our TG is not us or our friends, right? So the amount of involvement that we have with our brands, we have with our categories don't exist with people that we are talking to. While this is a basic one, I think it's how often we forget. I think it's got to be remembered how often we forget this and how often we miss the therefore of this entire insight, right? So there's a gentleman who's called as possibly the greatest advertiser that you've never, advertising professional that you've never heard of, a gentleman called Howard Gosaj, right? He talked about that nobody likes advertising, nobody's interested in advertising and people are interested in only stuff of their own life and sometimes if that's these two collide or these two intersect only then people watch advertising and that's a really, really important point among that. Now, I think that therefore which brings it to us to a basic insight, sorry, basic insight is that we are not dealing with what I call consumers. I think the biggest fallacy is we are not dealing with consumers, we are not dealing with containers where our products need to be poured. We are dealing with human beings, right? And what that means is that we've got to truly understand how these people, how these decision makers, how these human beings make decisions, how they process information. We are not near delivery people of messages to our consumers, right? Till the time we understand how these people make decisions, till the time we understand how they take calls, till the time we understand how their attention works, till that time I think we would largely be talking in terms of circles, we'll move in circles and we'll talk stuff which is slightly inane to an extent, right? Now, it's no surprise that while Sam talked in terms of that there is increased amount of media clutter but the clutter has always existed in the minds of the consumers because ads are no ads, consumers have a million more things to do. They have a mother-in-law, they have a crying baby, they have EMI's to pay and within that processed piece of information, I think it is us who have to find our slot and our way, right? And if we've got to think from that point of view, we've got to understand some of the greatest marketers understood this. They understood that the consumers don't care about your product, your services or about you at all. They only care about their own dreams and their own goals. And if I were to, I think, talk us not becoming completely inconsequential, there is a way out of this entire thing. The way out of this is if we truly understand this being that we are talking to, if we truly go to the latest science that has understood as to how decision making, how information is processed among consumers and also we align ourselves to the goals of our consumers, that's sometime where we have some headway to make, right? Now, what does the latest science say as far as human beings and their decision making? The first big thing which this gentleman who got the Nobel Prize in 2002, Daniel Kahneman talked about, he said that human beings are to thinking as swimming is to cats. We can do it, but we don't like to do it. Now, somebody's carried forward that thought and asked as to, okay, if we don't like to think, what's the core purpose of a brain, right? And what the latest science tells us the core purpose of brain is not thinking. The core purpose of brain is to keep us alive. While you are listening to this presentation, you are breathing, you are digesting the breakfast that you had in the morning, you are regulating the temperature of your body and the brain is busy doing far more important jobs of that nature and thinking only comes as a secondary activity to that, right? Now, what does that mean? What that means is that among the various, as nature has fine tuned our thinking, our brain and the mechanism by which we survive, finding out which flavor of fabric softener that you launched in the market is least of the importance for the brain to absorb and take down its memory, right? So, how do we make decisions? Whenever human beings have jobs to be done, whenever there is a task ahead of me, I don't start from base zero. When you talk about Mahatma Gandhi, I have a history of the entire freedom struggle in my head. All those memories, all those associations come forward, right? And it's not the base zero processing like a computer starting 2 plus 2 is equal to 4 that you start with, right? Therefore, our task is not providing more and more information. And we can never simultaneously the bad promise that digital advertising has done. We can never simultaneously attract or identify the exact moment when somebody is thinking of the jobs to be done and provide the correct information right at that moment, despite the much promise that digital advertising has done to us. It doesn't work that way. Human beings don't work that way, right? What it does, what our human minds do, it extracts meaningful information. What it deems meaningful from the memory and therefore our task is not to provide the messengers of information to our consumers, but to build great memories which can be recalled, which can be easily retrieved when they are in the mode to consume our product or when they are thinking of a serious jobs to be done from their point of view, right? So, we are not deliverers of information. It's not about running a message four times and making sure that it has been received at the other end, right? We are not, so to say, the matters of information. Marketers are builders of memories. Therefore, we are far closer to storytellers rather than purely delivery people. And that is profoundly insightful and it's profoundly meaningful in terms of how we approach, how we craft our messages and what mediums that we use, right? Going forward, Sam talked about, this is individual customers. Sam talked about the latest thinking in terms of how brands grow. It's not the loyalist or heavy customers which dictate most of the volumes that we build, but it's typically the non-consumers and it is the light consumers who need to be reached out. It's not a pecking order of Pareto that you go across to the heaviest people and be done with the job, right? So, how do you therefore go to people who are not interested in what you have to say, who have a myriad of problems to solve in their life, who might not be in the process of buying your category or thinking about your category and yet build memories for those people? How do you do that? That's the challenge that marketers and business people face. Also, this problem is compounded especially in case of India. When we think in terms of India, most of the categories are very, very low penetration. So, your growth doesn't lie in the core consumers, the 5-6% of people who are already consuming you because they already have a memory structure built for you. Your job requires you to reach out to people who have not thought of your category but who are potential non-buyers or light buyers of your category. So, how do you do this rope trick of building memory for somebody who is not interested in you, right? Therefore, the key task from advertisers and marketers point of view are three. One is gathering attention. We are in the business not of media but we are in the business of harvesting attention. And there I say, we all talk in terms of media, IPL is consumed so many minutes, TV is consumed so many minutes. We've got to boil it down as to the messages or the conversation that we are having with our consumers with the people that we want to talk to. What's the attention span? What is the time spent on those per se? So, in 3-3.5 hours of TV viewing that an average consumer does, the attention that somebody gives to advertising is less than 10 minutes, right? That also varies tremendously by the medium that we go to. Remember the important quote that I talked about that medium is the message. And attention as Sam also talked about is hugely dependent on the medium delivering the message, not the message alone. The second piece is the way to large memories, build memories in people's mind which can be retrieved later. The second large tool is emotion, right? And media are varied in terms of their ability to deliver emotion. Digital advertising where we are told the rules of the game are 3 seconds, 5 seconds or 10 seconds is not prone to delivering emotion, right? And the third large piece is we don't make decisions. Human beings don't make decisions individually. Remember what Byron Sharp talks about is that you want to build mental availability and physical availability. What is missed is an important point that you've got to build both together. If the pipeline doesn't flow from mental availability to physical availability, there is no transaction at the other end. And for this to happen, a lot of astute investors, people, business people, they are very clear that at times you need advertising not for consumers but to build distribution because and to build both mental availability with consumers and mental availability with the retail so that finally mental and physical availability both can happen simultaneously, right? That's what fame is needed for. You don't need fame for anything else. Second piece, when we are talking in terms of consumers getting into categories which are very low penetration which I have not done before, right? Especially let's say in my category, most times 99% of people build once or their home once in their lifetime. So if you are getting into a decision which is not necessarily what they are familiar with or they are very deeply involved with, what do you do? You follow the heuristic that you follow the heuristic of risk mitigation. If I have heard the same thing across from five people, that must be true too. And that's served the human race for a very long period of time and we are not going to leave that heuristic in a hurry, right? Therefore, fame is of crucial importance. When I talk to consumers, when they have heard India's largest cement company or India's largest cement brand, their heuristic is very simple is that you have gone on national television and talked about this claim and if nobody has challenged it, this must be true and it's a damn good reasoning from their part. They could be fund managers and manage risk because they've done a heuristic which makes perfect sense. If they've got to take a risk which is a very large risk they at least know there are a million more people who've taken that decision before and they're fine, right? So fame is another big piece which is there. And like Sam mentioned, all mediums are not great at building attention, emotion and delivering fame. Sam talked about this chart in terms of the amount of attention that various mediums deliver. There is another fun bit that is slightly more generic, right? Which is the more you are not in a lean back mode the more you are in an active search, active participation with the medium role, the lesser your attention is especially to the advertising, especially to stuff that you're not focused on. You're very focused on stuff that you're searching for. You're not focused on the advertising that you and I are going to serve. So the more the scrolls spread, the lesser is the attention, right? What does that translate into? Sam talked in terms of cost per thousand or cost per above a certain scale, cost per million or those numbers being at a scale from a targeted audience and numbers point of view. But if you translated this to cost per attention I think TV trumps everything, right? The other pieces for memory to be lodged into human brain the minimum secondage that is needed is two and a half seconds. Most digital mediums and most digital advertising does not cross that threshold. Therefore, it is no coincidence that worldwide since 2006 advertising as the share of digital has gone up the effectiveness of advertising has kept going down because you are not able to lodge something in people's memory and they are not able to retrieve it at the later point of time when they need the product or they are in the game of engaging with your category, effectiveness typically goes down. Advertising, it's a biggest misnomer that I know 50% of advertising works 50% doesn't, right? Advertising works 50% to 90% in the long run and if you are not able to establish memory and if you are not able to establish things in people's head you've lost the large plot of advertising. I'm talking in terms of the building not only having a high attention to start with TV also retains your attention for a longer time. If you had to evaluate the viewership of advertising and viewership of content on TV that falls only Sam if I'm not wrong by less than 20%. That means attention doesn't go down, right? It holds attention for far longer as a medium versus something which is a lean in medium which is digital, right? Now it's a classical example let me kind of give you the trick. These are two things that I searched yesterday, right? So the biggest search engine is not Google. It's not even Amazon. The biggest search engine is your mind and that's the most precious real estate for an advertiser. Now only after my fingers typed this what came across what I typed SX as shoes you got a full list and you wouldn't wonder on the SX brand managers dashboard this would be attributed to digital. I come from a farming state Punjab, right? So the farming analogies are very real to me. Digital does the harvesting job really well. So all the bits that Sam talked about long term you've got to plot the field you've got to water the plants you've got to put in the seed and then you can harvest. So digital does the harvesting job really well but not necessarily you can't go on harvesting without sowing, right? It has a role but it can't do that is the real reason why it can't do long term brand building but when both mediums come together you are doing an equal good measure sowing and harvesting you have a good crop, right? Also I think mass reach is not possible let me demonstrate two small events that you would remember this is 2008 imagine IPL leave apart the brands being built on it that I might have a debate but IPL being built without television it provided a communal viewing experience not only to the 20, 30,000 people in the stadium but the entire country viewing it together and like I talked there is a value to fame of all this happening simultaneously so three consumers watching it once together versus one consumer watching it three times is not the same maths doesn't add up there is great value why impact is paid for there is great value in aggregation and delivering a large sense of communal experience together these are things that we will remember at least those who are old enough I would bet 22nd January wouldn't have happened without these events happening on TV the other important piece is it's a powerful signaling medium when I talked about we are dealing with human beings the big piece is not just the message the big piece is trust do I take a message multiply it with trust and then take the decision and TV because of the scale builds trust TV talks in terms of it's popular if it's on TV it's popular Opal launched in this country just to achieve status scale they went on some of the biggest impact properties in the country they are not stupid you are a successful brand because you are on TV dealers talk in terms of that look if the company is investing and putting a bet behind being on TV I think it must be worth my investing my money into it it talks greatly about financial strength and it talks about that if you are advertising on air and you are putting a costly signal out there you must have some quality those signals are very very important and therefore it builds great amount of trust that's all that I had to share in terms of the why of Sam talked in terms of some of the metrics in terms of delivering great attention delivering great amount of audience, fame, distribution why large advertisers are I've just tried to step back and see from the latest science point of view as to why these things happen because we are not in the business of delivering messages we are in the business of delivering lodging memories into people's brains so that when they are in the market they can take a decision we are in the business of building trust with people rather than just delivering features and benefits we are in the business of making sure that the retrieval of emotions retrieval of messages retrieval of you being the solution happens far more frequently and far more conveniently when our mental availability and physical availability both become together thanks thank you so much Mr.Dang for joining us on that well if I could have now the editor of exchange for media Nazia Alviraiman to please join us and help us in felicitating you know one thing we've truly learned it's about the business of harboring attention and you know Mr.Balsara also rightly said how TV commands that attention and I'm sure both these sessions have commanded that attention let's give them a big big round of applause such a positive note to start with the E4M TV first conference and thank you so much Mr.Dang for joining us well I hope you all are having some great insights to take back from this event remember to continue with the hashtag E4M TV first also remember to keep tweeting and sharing those insights with the industry at large some great figures coming in on that front and we'd love you to encourage us on the social media with that hashtag so we can spread the word out and the information what you've learned today so now it is time for us to go ahead to our next session ladies and gentlemen our next speaker comes with over 20 years of experience as a revenue and business strategy leader our next expert is the one of the driving force behind the monetization of sports in the country one of the few women leaders in the world of sports please welcome Shabra Sarav Sethi head product revenue strategy and customer marketing sports Disney star ladies and gentlemen let's give it a warm warm round of applause for the next exclusive speaker session about live sports leading the growth of TV and brands in India welcome Shabra afternoon everybody hello so those were really powerful sessions from both Sam as well as Ajay and you know I mean while we spoke all about the power of television the scale of television and the fact that it garners the kind of attention that it does and how it helps brands alive what I wanted to speak to you about is sports something which truly harnesses all of those powers that we spoke about whether it is scale, whether it is the power or whether it's about brand impact and the power of both of these whether you know sports reaches out to not just the viewers but brands alike and helps you really witness the kind of scale that we have to offer so I would like to speak to you about how we at Star Star Sports are leading the growth of television and brands in India I think one thing which is for sure is that the scale of TV in India is unparalleled it's undenided I don't think anybody in the room has any doubts about the scale of television in India the fact is that we reach out to almost 200 million, more than 200 million homes in the country and that's close to 900 million viewers to put that into perspective and let's look at some of the parameters which are so often used by by everybody in the room right it's part of our daily lives to talk about let's say the online video viewers and there's a lot of talk about how digital is growing if you look at the scale when compared to the online video viewers there's almost 2x so online video viewers in the country are somewhere in the range of around 450 to 470 million and if you look at the scale of TV television reaches out to close to 900 million viewers in India secondly if you look at the UPI users now the UPI users are in the room would have used some part of UPI either to date yesterday and probably it's part of our daily lives but as Ajay said that you know we are often coloured by what we see around us by our friends and families the size of the UPI users in India is around close to 300 million and the television reaches out to 900 million so that's almost 3x the size of the reach that television provides so the scale is massive and then of course if you look at the online shopping we spoke about Ajay referred to search and platform search is now a big way to go if you look at amazons and flipkarts of the world the total number of online shoppers today is around 220 million compare that to give you into perspective the size that television has to offer in terms of the number of lives that it touches every day we reach out to 900 million TV viewers in India and keeping that in mind the fact is that there is nothing which gets bigger than TV but when it comes to within television there is nothing which gets bigger than sports and the reason why I say it is that if you look at these numbers of number of people who follow sports I don't think there is anybody in the room who have not seen the world cup which just got concluded we would have been happier with a different result but the fact is that the number of people following sports we as a nation are becoming more and more sports loving and therefore from 2020 when we were around around 730 million was the number of sports viewers in the country that's grown by 10% in 2023 to 809 million so if you would put into perspective out of the 900 million TV viewers more than 800 million viewers are viewers of sports that's the scale which sports has to offer and it's not just large scale but it's still growing and growing on a base as large as that is something worth talking about it's not just driving the sports growth but it's also driving the growth of television in India and the reason I say that is because every time there's a large mark event in the country whether it is the IPL the Asia Cup the World Cup or even the Bilaterals there is a growth in subscriber base in India the pay TV homes in India are growing if you look at it and largely sports is a large contributor towards this space it continues to attract fans from across the country and we have seen this fan base grow as I said by 10% the pay TV homes in India have grown from 163 million which was 3 years the IPL 2020 during the pandemic we were close around 163 million pay TV homes that has grown with the latest World Cup to 173 million homes in fact just very recently her issues with Tata play spoke about how every time there is a sports property there is a growth in subscriber base and this year 2023 has been a year of massive growth on sports if you look at the HDTV homes which is also a representation of the premiumization of the economy it is a representation of the premiumization of the television households in the country has grown from 36 million to 71 million that's almost 2x very often we talk about the CTV and I think it's a very common popular topic these days to talk about the size of CTV homes in India the fact of the matter is that again I think Ajay referred to it that we get colored by what we see in and around us the number of CTV homes in India is somewhere in the range of 20 to 30 million compared to that Ajay TV homes in India today stand at 71 million that's almost 2x almost 3x is the kind of size that we offer and sports is playing a large and a key role in growing the overall television and the HD base in India and as I said 2023 was the largest growth here that we have seen in the world of sports in India there were 3 large marquee events that we had we had the Asia Cup last year we had the we had the IPL of course and then there was the World Cup in India on each and every one of these events we have the growth in terms of viewer base the size of audiences which have come on to these platforms have grown anywhere in the range of 15 to 30% now we all know about the scale of these events in India for example it's the highest reached Asia Cup the highest viewed IPL and the highest viewed World Cup ever IPL for example grow by more than 30% and to reach and cross the barrier of 500 million viewers in the country and if you look at compared to any previous editions the content the technology the kind of marketing efforts and the stellar effort which is going behind it is creating these effects more and more viewers are coming onto the platform of sports and if I were to look at the World Cup final of course emotions if I were to keep my emotions apart the number of people that it reached out to on a single day one single day it reached out to 300 million people that was the size and scale of the World Cup finals on television which is if you were to give a perspective and compare it to different again a different statistics in that perspective we are talking about a reach of 300 million which is almost equal to the total number of OTT viewers in the country now we all know and I mean in this room there is no doubt that in most viewers are viewers of either Netflix Amazon of course the Disney plus Hotstar but just to give you a sense that size of that audience is around 300 to 350 and on one single day on World Cup final that kind of audience space so the truth of the matter is that the kind of scale that television has to offer is something unparalleled and something which is which delivers across demographics across markets across emotions and the kind of attention that it brings onto it is massive so what is the whole what is it about life sport that brings people together I think the whole concept of life sport is something which you want to watch with your friends and family both Sam and Ajay spoke about memories being built and how memories are built when you are together when you are watching with friends and families and that's what life sports does which is why life sports is meant for viewing on television as per UGov study there was a study done by UGov to understand why do people watch sports where do they watch sports where do they prefer to watch sports and from that point of view their overarching result was that 83% of the people they prefer watching sports on television now if I were to ask anybody in this room how many of you would like to watch an India Pakistan game alone on your device versus watch it with family and friends on a large screen that's the power of sports while watching together the whole power of co-viewing I think Ajay spoke about the fact that when you have three people watching together versus three individual people watching while it might accumulate the same amount of impressions the effectiveness of the impression when three of them are watching together is very very large so the importance of co-viewing the importance that it does is that it drives conversations so today when brands advertise and when they see an ad which is happening on IPL you are with your family and friends discussing not just what's happening on screen in terms of of course what the game is about but also about every ad today me, my son my grandfather my mother-in-law are all discussing the same ad and that helps develop memories that helps bring in more attention and which is why this is a investing study done by sync media and they've looked at actually more than 10 brands close to 13 brands which were there on IPL last year and these brands took up a study to understand attribution today how many while I'm advertising on television I'm advertising on digital where am I getting my ROI from where is the improvement in my business KPIs because ultimately brands are there to reach out to consumers to connect with consumers in terms of brand impact the fact is that these shared experiences showed that 85% of all the improvement in the business KPIs whether we are talking about in terms of increase in awareness increase in consideration scores even brand impact every business KPI was driven 85% of all that impact was driven by television so while you are watching it and it's being streamed for free the fact is that television played a large role in building those memories the ad stock, the dwell time and the effectiveness and efficiency which we spoke about and Sam spoke about it as well all of this helps in building and building the brand's impact therefore as I said 85% of improvement that these brands saw from being on television pre versus post most 85% was attributed to television and I think while I saw numbers and Sam spoke about the fact that TV added in I think across the world if I'm not wrong was around 16% versus a 30% in India the truth of the matter is when it comes to sports things don't change so when it comes to sports the fact is that it's true across the world that people like to watch it watch it on the large screen now even a large event like the Super Bowl there's nothing bigger than a Super Bowl I think we've all heard about the Super Bowl ads and you know how much millions of dollars go behind that but the truth of the matter is that 95% of the viewing of Super Bowl actually happens on the large screen 114 million in fact this year Super Bowl really kind of broke through records and they had 114 million people who were watching the Super Bowl on the linear broadcast compared to 7 million only on the streaming so the point is that the power of television is massive but the power of sports on television is even greater because when it comes to sports there's nothing which is bigger than watching it on the large screen with family it's friends cheering for your team and you know I mean having those fights where you'll have in the same room you know somebody falling one team and somebody falling the other that's the passion which brings about and this while there might be differences in way how the addicts is spanning out across the world versus how it's spanning out in India the truth of the matter is that when it comes to sports in India there is or in across the world television is playing a large large role in attracting audiences and when it comes to India of course IPL is the Super Bowl of India right it's a known fact that it was the largest ever IPL which we delivered in 2023 2023 we saw the reach of IPL across the 500 million mark which was a big milestone in the world of sports right and it grew by 36% the year before of course was a year of low and we saw that during the time when IPL went through a major auction the fact that IPL was happening not in crowded stadiums it did have an impact whereby the television viewership was impacted but when it came back it came back with much much higher records and it grew across the growth of IPL actually was homogeneous across age groups across genders and in fact across market cuts in the first session when sam spoke about young audiences and one of the things which he mentioned was that when it comes to young audiences seeing that television is probably seeing some sort of a degrowth interestingly on IPL the one target audience which delivered the highest reach growth was the youth while the average growth was 36% the youth delivered a 42% reach growth the truth of the thing is that while we speak about and overall what is happening in the world of television and yes there is different kinds of content available and for the youth what they are watching on television versus what is available for them on streaming might change but when it comes to spots even they like to watch it with their friends and families unless they don't have an option unless they are in transit they prefer to come and watch it at home or with their friends and which is why we saw the young showing the largest growth almost a 42% growth in terms of reach and if I want to just put this again into perspective the single event of IPL is more than the entire digital video viewers in India in fact it's almost as close to the total internet availability and penetration in the country so that's the power of the medium and I think Ajay said very rightly so that sometimes and most of the times the media itself helps deliver a message and when you have a powerful platform like IPL it helps you deliver the message much more effectively and so therefore why is it and what is it that makes IPL so large the fact is that we deliver across nine languages it's available and something which is available to you to watch in your own language whether it's Hindi, English, the south languages Marathi, Gujarati, Bengali it's available across 25 channels last year was also the year when we expanded IPL for the first time to be available in the free-to-wear homes and in the beginning Sam referred to the fact that FT is helping drive growth as well we do believe that the growth is happening across the growth is not just happening on television in terms of pay but it's happening on FT as well so the growth is on pay TV and FTA both and this one event because of the kind of number of hours that is put behind it because of the stellar marketing efforts this year was the highest ever distribution that we had for the star sports network and the idea is how do we keep pushing the lever and pushing the boundaries to make this available to more and more clients so yes it delivers a great experience to the viewers what it delivers for brands is something which most of us in the room are interested in knowing about the fact is that IPL on television delivers for brands across the funnel it is not just about awareness consideration but also actually about action and when it comes to if you look at the kind of numbers which we have when it comes to other awareness and this is here I am just putting an example of a beverage brand which was there on IPL and they have been consistently on IPL year on year and if I were to just kind of point that out to the chart they were there in IPL 2021 and if you see the spikes that they saw in the year 1 helped them take the brand from an X to a Y point there is a certain ad stock and memory that you build every time you are there on media and what IPL does is that your consistent presence helps build on the existing memories that you have built before and which is why you see that in year 2 you ended up with a spike which was higher than the previous year right and then of course with the largest IPL to deliver we achieved almost a 73% increase in awareness for this brand it's a brand which has been on IPL it's a summer season brand and makes a lot of sense for them to be on IPL to deliver the kind of awareness so from top of the funnel to right to the bottom of the funnel if I were to refer to the second part the middle of the funnel which is with respect to consideration from consideration perspective we may move to the next the next slide please I think a lot of discussion has happened about trust in the morning today where the previous I now will refer to as well and so did Sam and Ajay about the power of trust that television brings when you go and speak to a dealer and he sees your brand on television he knows that this is a brand to be trusted and this is an example of a fintech brand and the reason why a cover of fintech brand is when you are putting your money you want to put it in a place where you maximise when you have a maximum trust and when you speak about consideration this is a fintech brand again they have been part of or for IPL in the last 2 years actually first year they were not part of IPL and they actually had a competition which you see was part of IPL and they realised the power of cricket and the power of IPL so the first year when you actually see that the competitor had a much higher downloads than the brand which I am going to talk about who came in 22 and 23 that's when they kind of changed the media strategy and came on to IPL in the year 22 and in 23 and you can see the impact that it has had and how it has helped them overcome the kind of category competition that they faced in 2022 they were able to increase from 15.2 to 16.6 overtaking their competition which dropped to 12.4 and in year 3 they were able to see a massive increase to close to 21 million downloads whereas the competition further dropped to 9.1 so what it does is that it gives you that competitive edge it gives you consideration it makes you part of it's important for you and every time when you think about investment you know that this brand is part of my memory it's a trustful brand and therefore it will be part of your consideration set and that's the part of the sales funnel which very effectively sports on television takes care of moving to the third which is and probably the most spoken about in today's day and age is the whole piece on conversion and we spoke about how the patience dropped and we are looking for quick responses everybody wants the brand to give their impact today and this is an example really of how that conversion happens and why we believe that sports delivers actually across the funnel it delivers for brands across the funnel this is an example of an handset brand and again today's day in today's day and age a lot of our search has moved from the market place of the world to the marketplace itself you go directly to an amazon or to an e-commerce site to search for your brand we have looked at some of the data from an interesting source of helium which tracks what is the kind of search which is happening on amazon and this is a handset brand and I think it's a well known fact that a lot of these e-commerce players actually have been built on the back of sales of smartphone devices if you look at the size and the search volume of this handset brand the moment they came on to television they saw an increase of more than 76% sales leads their search on amazon went up by 76% so that's the kind of size and scale of brand impact that IPL delivers across the funnel you are delivering awareness consideration or whether you are referring to conversation and conversions and leading your brand right from stage 1 to stage 3 moving to the next slide please so I think the important piece is that while a lot is happening in the world of sports what is it that we are doing different and what do we feel are some of the parameters that will help us reinvent brands the scale and the brand impact of sports is unparalleled but now at star sports we are reinventing how brands use sports on television to have a much greater impact I think one of the important pieces which we spoke about is how television is bought today and has been bought one of the important and something which I believe in from what Sam said was that the currency which is being used in media today and when it comes to television is more in favor of the advertisers because you are buying on CPRPs and when you are buying on CPRPs you are looking at buying commodity you are looking at buying GRPs at star sports we believe that if you need to reinvent television you need to move away from commodity to quality and move into a quality buy and what cricket delivers it delivers high quality GRPs this is a very very interesting example of a very large FMCG brand which for the first time came on to came on to cricket in a very large way they were big sponsors now in spite of that their GRPs on cricket was only 14% they were buying 86% of GRPs on rest of the television channels so they were buying their entertainment music, regional genres and so on and so forth however when they did their own brand track as well as a research which was done in terms of bespoke research they found that the 90% recall was attributed to these 14% GRPs and that's what is the power of delivering quality GRPs and where does this quality come from this quality comes from the fact that you know when that impression is being delivered there is dwell time you are paying attention to what is happening and that plays a role in memory and therefore you recall it much better and which is why we believe that if you look at the right hand side in terms of what they finally impacted had so on the left hand side is what the input is that it 14% GRPs led to a 90% add recall but when you look at the kind of uplift that it had and in 2 years so in the year 2020 the same brand had very low search interest compared to its competition the brand in red is competition and what we are seeing the yellow wiggly bar is what the FMCG brand which advertised on cricket and if you see that at that point in time they were really trailing behind competition come 2023 and in this festive when they advertised on the world cup they saw that there was a massive and they were able to overtake the competition by more than 54% and extend their lead and like we said that every time that there is a growth in terms of search that leads to consideration and that leads to action and which is why the way we evaluate brands and the way we look at tracks are something which we look at it continuous basis and the fact is that being able to out shout a single campaign being able to out shout your competition by more than 50% in effect 80% because there was a 30% drop in search before and 50% uplift so the power of quality GRPs is something we believe and more and more as we move forward it's important for us to understand that television needs to move beyond just quality beyond just commodity it needs to buy quality it needs to evaluate what is the impact that it's having on brands and its businesses but while all of that is most important I think we are all in the business of telling stories and I'd like to take you through two examples of brands where we believe that television can play a really important part in helping say organic and integrated stories not things which seem to be superimposed but those stories which are helping brands achieve their objectives the first one is Mondleys Mondleys is actually all about gratitude I'm sure you've seen their campaign in the last few years they've been talking their thank you campaigns have been much spoken about and this is all about celebrating the power of the unsung heroes in the world of cricket so how did we bring about two stories together the power of on Mondleys was all about saying that hey we are all about gratitude we are all about talking about thanking people around us but we want to do that in the world of cricket and what we brought together was the parallels from the world of cricket to that of gratitude and this is an example of a season long storytelling which we did with Cadbury's Derry Milk celebrating the unsung heroes of IPL ground staff we have a video for you here which will explain how really the storytelling came about effectively may I have the video please actually I ground spent I never thought about it in life sir I never got a chance to live in a high star hotel then I got a chance to live from Cadbury this was an example about how we look at really thanking people who are behind the scenes and who play a critical role in the world of sports in bringing the content to us on screen the second one is something which we hold very close to the world of sports and the second one is something which we hold very close to the world of sports is something which we hold very close to our hearts it's the first time ever that we had on live television this was on the launch of Airtel 5G where we enabled virtual avatars of fans to get a chance to interact with the star sports legends may we have the video please this is the first time in world live television this is the first time we have teamed up with our good friends at Airtel 5G to share the magic of real time connectivity enabled through the Airtel 5G Plus technology the first time ever this is the first time ever that we had this talk about real time teamwork in the Airtel 5G how do we make television more interactive so this for the first time on IPL 2024 we're actually looking at a patented tech that enables the second screen engagement now television has always been a lean back medium and there's a lot of benefit of it being a lean back medium but this IPL we're offering brands an opportunity to have an engaging experience whereby IPL viewers can actually have an experience with the second screen so while they're watching the big screen the game they get a chance to interact with on the second screen and the reason it all happens simultaneously whereby a brand can have an ad happening on television at the same time on the device they could actually engage with the ad they could have either they can view it they could engage with it or actually get a chance to get rewarded so there are opportunities for you to recreate more of action so moving from not just being lean back but also lean in and being more actively involved in what we're doing with sports so today especially our sports fans are fans which are very deeply involved they love to know statistics they love to know what is happening and this is something which we are bringing for the first time not just to our viewers but also to brands at scale to be able to leverage the whole second screen experience while they're watching with friends and families on the large screen so on that note as I said star sports is looking for brands this season and we believe that I'm going to leave you back with a video to next slide please to talk about how we get 2020 why star sports tell us is it like a flagstone in 2020 in 2023 still current in the world the sport is like a country the grand festival of cricket but all the questions like star sports star sports star sports star sports is like a country our stadium there's 525 million people with history in the 128 billion billions we share in the Distribute that ॐ । । । । । । । ⛌ । । । । । । । । । । । । । heads । । । । । । । । । simulator । । आव combining us on that । 2 । । and make requests now ॐ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ ौ  अरे आप दैंगा आप बगुँईद, और और आप देखा प्रज़ेणानी फ्रज़ाज़ा वो पवागाचा एक तरी। वेल्ग वो ब मैंगदी लींगद लोगे नावि भी वो वोगाऻा अचा वोगाचा वो विश्ताउ, और ऑी सम्वाशकते रह्ँ, लगादा की लेगादी करी था, बस्वो अगर श्वाशकते लगादी लेगादी है, तो आप भी आप दीसकाश्थे। जब आप आप आप आप बाच़ जरूक आप नेगान रहाँ इस लगते है। अगाुंकी दोलत गॉन बाँत लाईं। बाँत लाईं बीली लिए। व cocaine, भी दाई प्वीला बाँत लाई। वीलानिकानमाता वाँत. विलिए बानाई बीली वाँत जोलो गत लगा, विलिए वाँत दिच्छोम लीए, कि लोओ मतगआ थी वीलिए, from the immigration trance sense, the traditional boundaries offering a dynamic interconnected experience for advertising, marketing and consumption. As technology advances, the conversion of these mediums, paves the way for a unified immersive landscape, shaping the future of content delivery and consumption. So rather very engaging and an exciting topic ahead. And we're glad that we have our imminent panellists amongst us. For this session, I would like to call upon Ashish Pawar, Head Marketing Tata Asset Management, along with Jahid Emmerth, Senior Vice President and Head of Digital Acquisition website, Continent Social Media Marketing HDFC Bank. I think the applause can follow ladies and gentlemen. Let the applause continue as we have such great leadership. Jithin Agarwal, Head of Marketing, Headage India Private Limited. Well, that's Jahid right there. Jithin following right there. Kailash Adikari, Business Head, Sri Adikari Brothers. Sameer Sethi, Head of Brand Marketing Policy Bazaar. Sumit Bhujani, Head of Marketing Communications Kothrich Interior. And this session is chaired by Hari Krishnan Pillai, Founder and CEO of the Small Big Idea. Well, such great leaders on stage, Mr Pillai, over to you to take it forth. Thank you so much. Hello. Audible? Audible? Yes, thank you. Okay, great. So we have a big task at hand because we do the session right before lunch. So we have to see how captive we keep this audience from running away to the lunch counters, right? So let's do this. It's an interesting topic. We're discussing digital integration. We're discussing TV, Future of TV. How connected TV is going to change the world? How are we looking? How advertisers are looking at it differently? How broadcasters are going to look at it? It's an interesting conversation. We have a very interesting panel. Let's start off with quick about, say, 60-second quick introduction. What do you guys do? What is your view on this category on this particular topic? What is your stance on it? Probably that will set the context for what do we do next, right? Let's start right from that. Let's go. Thanks, Arib. I'm Ashish Pawar. Yeah, you're Audible. Yeah, you don't hear yourself. I'm Ashish Pawar from Tata Mutual Fund. I head marketing. While looking at both the mediums, which I clearly feel both are equally important from a perspective and basis the product life stage which you are in. For example, for your product pin, we need to use it in a seamless manner, which I look at. The best example which I was talking to them was about a Zomato sort of stuff where I had it seen on TV and then I get it on a mobile saying that this is the coupon code and I use to buy it. So I think that's how you can complete. That's a small thing which I would like to put it. Hi, guys. I need digital for HDFC bank. I think this is the most imperative and the need of the day, this topic. If you have to save media monies, if you have to save rigor in terms of planning as well as execution, this is the most have thing that is an integrated media approach. And interestingly, when we talk about this, none of the agencies in many of the brands, they don't have an agency which is thinking integrated. There is a separate TV, separate digital, separate performance. So I think this is a very interesting uptake in the next part that's going to be happening. All right. Thanks for that. Jitain, let's move to you. Hi. So this is Jitain and I had marketing. My view is if you look at the mega trends, there are a lot of mega trends which are shaping the consumer behavior. The prominent among them are digitalization and individualization. And today, if you look at the mediums that we have, there's a lot of individualization, personalization that people are looking at. And that's where you see the role of digital evolving very rapidly. So TV, obviously, the top of the funnel and the middle of the funnel is where TV obviously plays the most important role. But digital is where the bottom of the funnel is where people are using a lot of digital. So there's a lot of, if you ask me, there's a lot of integration which is happening. Obviously, there are challenges which are happening on that front. But I just think the one without the other today is not a possibility if you really ask me from my point of view. Thanks, Kailash. Good afternoon everyone. Thank you, Hari. This is Kailash Adhikari from Shreya Adhikari Brothers And on this particular topic, needless to say that my biases towards TV lie as we have been to TV since the past four decades. But having said that, there's no denying about the fact that digital is a strong medium. And each and every medium, whether it's print, outdoor TV or digital, somewhere they try to get integrated because all fall under the ambit of the media and entertainment sector in this country. And looking forward to the discussion here of how best integration can happen. Right. Thanks, Sameer. My name is Sameer Sethi. I had brand marketing for policy bazaar. So the topic of the discussion is integration of TV and digital which I believe is very oxymoronic. I don't think TV and digital can be integrated, but they can operate in their different silos, working collectively to achieve very different objectives. Right. Go last, right. Hi, my name is Sumit and I had the integrated marketing communications function I think it's a very interesting topic and a very relevant discussion to have at this stage because digital is obviously growing very fast and there's a plethora of options out there. I think an integration, like Sameer pointed out may not be possible in a very seamless manner, but what is important is that you look at the media planning in a far more holistic manner so as to be more relevant to the consumer today. At the same time, the brand gets the impact that it needs because whether you operate in silos or whether you do whatever integration you want, you want to stay relevant for the consumer and you want to create the impact for the brand. So I think those are the principles by which one should operate. Absolutely. And I think that's an interesting point to segue into this discussion. I remember back in 2008 when we used to attend these seminars every word discussing about how digital is the next big thing and that conversation went on for about five years, right? And that's probably the conversation today, like how is TV and digital integrating, how connected TV is the next big thing. And let's set the premise. How integrated are we, right? Are we at the shore? Are we marinating in it? Or are we way in and anybody who's not doing it is already late, right? Let's start with you. Sameer, why don't we start with you? Sure. Thanks, Hari. So I don't believe we need integration first of all. There is no need for any integration. TV has been around for a while. It is still the single largest reach medium in the country. Digital is up and coming and it's gradually stealing, you know, a share of viewership away from television. That will continue to happen. But I think both of them need to be used for very different purposes. So you can use TV for mass advertising to quickly build up reach while you can use digital to, let's say, for example, do very segmented and smart advertising, which is a lot more measurable. So I think both of them are important and both of them definitely need to be part of any marketer's media plan today. You know, Kailash, he said something interesting. He said, you know, TV is loosing out of digital and I'm sure you're going to take offence to that. So why don't you put some semblance there? Is what he's saying something that you're experiencing or you're saying that the pie is getting bigger but maybe the contribution is reducing. Maybe you put some cost. Hari, I said very gradually. Gradually, okay. We need some spice to this chat, right? So what do you think? So Hari, my perspective is that television in this country is about three and a half decades old and digital, whether you call it OTT or YouTube or the other mediums will touch about a decade old. So if you're talking about an integration or a marriage it's about 35 years versus 10 years. So it's not so easy. It is an evolution process and people who are in the digital space are also evolving all their, whether it could be their PNLs, business models or the right kind of content mix. It is all in the experimentation stage. Well as TV 35 years old, it's quite matured in that particular aspect. Also in India as we were discussing behind stage it's about the fact that 70% of India is connected to television and India is the only interesting market where the free TV is growing. Although we see some bit of decline in the pay TV but that's not at that a double digit scale where you see in the West. Having said that, I also believe that the audience profile for both the mediums are separate and that is where I agree with him that whether they can be integrated or not is a separate question and that actually relies upon the audience expectation also what that particular consumer or a viewer is expecting from television and what is he expecting from digital because prior to COVID digital was also a very personal space, my handset. It is only in COVID that and also because of the fact that smart TVs are they are only getting sold that TV is just a monitor. You have your linear content, satellite TV now there's connected TV growing and you also have your digital apps. So TV at the end will become a monitor and it is upon the audience to choose what and when and the demography or the audience profile for both of them are actually very separate. So where you saying in terms of the importance of television and digital, I think the starting point is the marketing objective. What is it that you really want to achieve and then you look at the consumption habits of your consumers, right. So from that point of view, you actually let me give an example for example, if we have say a light TV user a medium TV user and heavy TV user, right. Now for a heavy TV user may be for example if I understand that he's consumed I mean if you've delivered on the GRP then you don't want the excess to be wasted and you want to kind of target the light TV user maybe that consumer segment is where you will put more of your digital money for example to ensure that you optimize your budgets you can use your budget in a way where you optimize it in such a way that both TV and digital kind of deliver on your objectives. So we'll be conscious of the narrative that we're not talking about TV and digital in silos we're talking about it in an integrated manner, right. So I mean irrespective of whether isolated money is going into one platform or the other is not what we're really discussing we're talking about how is it integrated to what extent it is integrated and are we seeing some headwinds, right. That's probably a question I want to throw your way, right. Are you seeing early trends of integration or are you feeling that they're actually working in isolation and we're just masquerading replicability as integration, right. What do you feel? See, the way we have to look at it is when you look individually, okay. The focus is reach, right. The advantage of each of these platforms are coming handy and everybody will support and come and support their own cause, right. But when as a brand and I'll just quickly touch base and take a segue from what you were saying is what's the objective? 600 million, 900 million your product is not even catering to maybe 25% of that audience. So what we have to figure out is where the TG lies and what is their passion point. So hence the planning core should not be data of these platforms but should start from a global web index. What is the passion point and what is the TG that you're catering to? Then let's start understanding the media and index it. So TV will have its own denominator. That's the largest denominator. Can you index that data with social media platforms based on the TG and the interest group that you are doing. Now that's how we will start integrating the media because see there are let's say at least broadly four types of campaign that you can do. There is a let's say a sufficiency campaign there is a brand awareness campaign which will be a high impact campaign spray and pray you have to establish a brand spray and pray there is a sufficiency campaign for a long term growth there is a brand advocacy campaign and then there is a performance campaign each one of these might apart from performance be it a brand saliency, brand awareness or brand advocacy for a layman it might just sound the same but final nuances based on measurement based on ACD based on how you make the creative based on the channel you define they all are different and that's where the integration comes into play if you have to create a sufficiency plan you have to very very if it's a spray and pray and if you have the budget go across all the platforms there is a huge overlap there is a huge over exposure there is no media efficiency there is no intelligence in terms of money saving but it's okay that's the objective so we are coming to you but go on yeah so I'll just directly answer your question is there integration? no there is no integration at the moment right from the planning stage we buy different things when you look at I'm just talking about linear TV versus digital now at the planning stage there is no integration because you buy very different things you buy in GRPs you buy in CPMC PVs or in whichever metric that you want to measure so there is no integration whether there should be or not is a different question altogether at the moment and like what he said I don't believe there will be integration unless one of the medium moves to a common platform where measures where audience data and where advertisers are able to buy it on a common platform unless that happens integration is possibly not even ever going to happen so connected TV for instance actually we have gone to the integration zone buying even buying is integration so when you are buying and that's what I was trying to harp on is the whole planning zone of it if you are even planning separately that means you are going to waste money because that cannot happen that you are planning separately and buying in an integrated manner so what we have to do and what we are going into the zone in is using the right tools which can at least approximately put all the denominators together to help you understand where is the over exposure happening and which denominator and which GRPs beyond which a TV is overspent or those particular episodes are overspent a digital is overspent irrespective of the influencer platform social media platform and that gives you a total integrated approach you can optimize within within each of them sure but if I were to say that can you optimize and create a deduplicated reach which is to a far extent you are certain those kind of solutions still are not available like because TV is measured in a very different way than what digital is measured today that's an interesting discussion absolutely I think it's an interesting segue into what we could discuss so one is probability of all of this happening I am also discussing I think we are also discussing funnels so we are discussing what stage is the brand at we are discussing funnel at the top bottom tell me any of you have you guys used it in real life is there a real use case of integrating TV and digital together that you guys can discuss so maybe that's a good point to start because there is an actual example somewhere Jai it seems he is nodding his head vigorously so I think he seems to have one I will take a little pride in this maybe you are even the first no because I have to talk no so yeah so we had done a campaign which is a month back and what we did was we started with digital and of course while when we did a research we started with digital to understand what it works and how it works in certain segments and basis that we moved on to TV on the regional channels so what we figured out was of course for the A town the B towns we went in with digital because of the cost constraints and all but for the B and C towns we went in with regional channels so I am saying that's how integration work and while we have the same message which I was talking to him but for the different touch points and different years the call to action was different for example a sip which is a Mitchell friend sip for a particular audience was starting at around 500 rupees a month we are trying to work towards it are we there we cannot I couldn't say that and I can just put a point think that while we think we should integrate or not integrate consumer has already integrated means I will just give you an example I was talking to my child which was there while she sees certain things on television also and as well as on OTTs also people are integrating people are going forward of course the Gen Zs which we call about are looking into digital as it but when I see about my parents and all they are still on to that so we need to understand as he rightly said what is our TG what is our product which are in and then then look into it but yes integration sure Swamin I am going to come to you I am going to close the use case so I mean you are a digital first category on television what is your experience there digital first usage consumption purchase all is happening on a platform but probably you are using television little differently so what is your view see number one I think TV is still a very very large reach medium in fact the single largest reach medium in the country I pointed out earlier and we have been extremely bullish on television we have been advertising very consistently on television for the last many many years we do almost one or two campaigns every month the reason we have the confidence to do it is because it gives us immediate returns with a fair degree of measurability I will tell you how so I think a lot of people are shying away from spending on television thinking about measurability right you advertise on television you don't know what you get in return there is no click data there is no conversion data etc etc etc so measurability is a two step process you segregate the delta and you attribute it and television advertising if you do at a very large scale there is a reasonable amount of segregatable delta that you can identify and if you are not doing a lot of other mediums at a fair bit of scale then you possibly have only one single intervention to attribute to which is television so it's also about the kind of advertising you are doing so the effectiveness of any campaign is dependent not just on the medium it's also dependent on how you craft the creative a lot of our creatives are very very tactical in nature they try to generate immediate demand there is a very very clear call to action and there is a high value price point communicated etc so we see very very real time impact of television advertising which is why we have been able to do it very very consistently also I think when we talk about integration we are only talking about integration in terms of buying or planning etc there is another consumer behaviour level integration that is happening already so for example people are watching tv earlier they used to just watch tv and give it undivided attention these days they are watching tv and they are always fidgeting with their phones they are either whatsapping their friends they are doing instagram reels checking work emails etc etc so the phone is always handy and it's disengaged so when you are watching something on the big screen on the television and the phone is disengaged and readily available you might just want to check out a website if some communication appeals to you and that's what we see in action people watch our ads, some of them are influenced by it they log on to our website generate a lead by a product so it's very very seamless while at the same time if you were to advertise on digital if your category is a very big ticket long planning category non impulsive etc etc they might not want to let's say for example stop the cricket match that they are watching just to go to your website or download your app they don't want to disturb their experience but if they are watching something on tv and the phone is free they can still do that you know it's interesting i think what we are taking out of the discussion that we are having is probably planning is still linear in nature and the ads happening in silos, in isolation majority of it, what about content it's an open question to everybody what about content is content contextual or are we still far away from creating contextual content for you know integrated mediums it's an open question i mean anybody can take it yeah yeah go for it i think a lot of strides have been made in terms of the way people are churning out content right now earlier it was always a tv first content saying that i run a 30 second ad and the same thing i translate into a digital but i think that's no longer the case i think people are curating a lot of content people are customizing the content to meet the needs of the digital medium so for example people have moved on to youtube so there are insta reels where you put the message up front when a tv ad is more about storytelling where you have a higher attention span digital i mean the attention span obviously is much more limited so you put up your story right or the messaging right in the first 5 seconds to ensure that the person for example understands your message because i mean obviously the attention span is not so low you see your ads on mute so you put up subtitles out there just to ensure that your messaging does not get lost so this are some of the things which i think a lot of things are happening and obviously there is a lot of regional content which is getting created to address the nuances of the regional audiences for example you can see the growth of regional influences right now there are so many regional influences who are actually coming to work right now because people kind of relate to them better rather than you have an influencer so i think there is a lot of customization and a lot of content curation which is happening right now customization content delivery i mean creation i understand but in which content delivery do you feel that there is integration happening there yeah so i mean it's limited if you really ask me for example ctv i mean you can select the genre on which you want your content to be so that kind of customization can happen right youtube i think still offers you a better you know kind of option in terms of content delivery because i mean there is a youtube retargeting which you can do basis for example there are certain keywords or for example there are certain kind of videos that you have been watching based on your history i mean it will serve you that kind of content so i think a lot of studies are getting are being made even in that field but yes it's limited compared to the content curation which is happening right now anyone has a different opinion about this so how do you from a content creator's perspective wherein we are creating content for television as well as for digital of late the experiences that we have got is that content for tv let's say gc channel that is getting viewed on tv but that is also getting viewed on a digital platform you can call it an ott of the same broadcaster or on youtube because if you have missed an episode here then naturally on demand you go and watch the episode there because you have great numbers on both the platforms you know for a single episode whereas if you are creating content just for a youtube or an ott platform time has currently not come it may come in the future but time has not come that the same content if you put on tv you will get the same numbers because the like how he said about like his daughter watches a certain part of content on television and also on digital now she is a consumer of both the particular mediums but she will have her own choice of what kind of content she wishes to watch on digital and what kind of content she wishes to watch on television so tv content on digital yes there are takers thanks to smart phone availability or affordable data but the influence the kind of content which has grown a lot on digital which we are also creating in that space whether I can replicate that on tv and get those year piece now that is a big question mark and if some experiments have been made but that those are not very successful on tv yeah so I'll just chime in here see when you look at content there are two or three aspects that one needs to also look at one is the what is the format of the content itself so if there is if you make a video content now that video content can then be adapted to several other platforms depending on what the propensity of the platform is how the audience views the platform like you can't you don't want to play a 60 seconder on youtube you would want a 20 seconder then you can run a non-skip very simple thing in in insta format your real formats are different so if there's a video content you have to adapt it to the kind of platform that you want to be in then there is a second question is at what stage of the customer journey is this content going to be consumed so if you have created content around let's say awareness and if there is a second piece of content around consideration then you start thinking about okay at what place is this consideration being built like in a category like us for furniture a lot of consideration today is being built online so a lot of my consideration content almost exclusively resides online whereas a lot of my awareness let content is mixed between a digital as well as a non-digital format so these are some of the considerations that need to be there when you create content so it is integrated at the at the brand level and at the objective level the minute you start you know putting it out there at different platforms that's where you start you have to start dividing and adapting it to different I think there's a lot of contextuality that is coming through in terms of a lot of things that we're discussing so let's let's put another layer of context right the India and Bharat divide right there is there is 30% TV dark you know we live in a country which is 30% TV dark which is probably on a different device getting content delivered to a different ecosystem right what's what's your mood there right so where where is Bharat I mean the way anyone he wants to define it where is India is it different and you do all again if if your category gaiters to that particular market do you deliver and plan and differently to for those places again the conversation is integrated not in isolation it's an open question I mean anybody can take it yes see one of our recent campaigns what we can see is at a 30% lesser delivery of immigration in Bharat you will get at least 40% better incremental acquisition at a 14% lesser CPM so that's the power of Bharat which we generally tend to can you tell us which category you're talking about a price point okay payment tab from banking I'll be hovering around this so the reason I'm taking this is because we generally don't focus on Bharat led campaigns okay we generally make the whole campaign basis on platform which is let's say okay now what's happening is and so what we're seeing is the uptake the uptake in Bharat be it in terms of digital consumption you know if you see the growth in internet and digital is happening actually in double digits in Bharat and very single digit miniscule in let's say what metro and tier one okay so if we focus on Bharat be it in terms of the platforms and the media efficiencies I think there's a huge uptake in terms of acquisition uptake performance uptake at a much lesser cost that's what we are seeing and given the spent pattern be it grocery be it shopping online shopping be it usage of mobile banking channels I think it is at least a one x better than that we see in the terms of percentage as compared to today's trending situation so it's a very good population to kind of target over there anybody has a different view on this so I'll give you a very recent example I think number one India Bharat etc. I think mostly buzzwords and people usually are talking about the consumer behavior, the buying behavior and content consumption behavior of metros versus tier 2, tier 3 towns etc etc I'll give you a very recent example so insurance is a very complicated category a lot of very evolved customers from metro cities also are very hesitant to buy it online currently we have a campaign running on TV which is featuring the family of a term customer from a village 100 km away from Patna so and not a very highly educated customer also so somebody who is sitting in a village 100 km away from Patna is buying a very very complicated category online that tells you that the divide that we have created in our minds in terms of how evolved customers are in smaller towns versus metros that gap is very very quickly bridging because of information democracy and internet etc let's move out of this integrated conversation and let's I don't know whether you guys like it or not but let's talk about integrating or using technology in television I don't know whether there is a solution there I'm sure there is a solution there outdoor is doing it very efficiently they were rogered right close to covid they've come back with digital screens they're discussing digital data let's talk about television and the usage do you see any practice any tech inducement into television that is going to change the way we will probably buy it and hence there is no conversation about integrating because television itself becomes tech first do you see that happening there were some guys who tried it people were putting audio running on they'll pop up ads on your mobile phone there were efforts that were there giving separate ads to separate TV households those efforts are there have you experienced it has it been effective what is the sweet spot, what is the dream so I think we were discussing with Sameer only and he told me that now it is possible for certain channels where sitting out of a burly and sitting out of a burly different ads can be served on TV I think if we see more and more it's like a complete CTV package this will surely add a different it will open a lot of floodgates for advertisers because I really want to show a different content at a different price point for a particular individual sitting out of different areas so that would a it will help me serve into the language which I want b the price point which I want then of course the TV becomes the same relevant TV is also able to do that so that way if it happens I think Amagi and somebody tried it what you were telling me about it but I think if this comes into the market that would be a game changer of course yes it's important how it comes in and what scale is what we need to look at you know I think this targeted advertising about targeting your consumer very finely or very accurately and minutely will definitely help television to boost its its headway and in terms of its life although we are not talking about the arbitrary of television anytime soon but at the end of the day whether it's so seamlessly possible on satellite linear television is a question which is not so finely answered but yeah that the same thing is very much possible and we are seeing it in terms of connected and addressable TV and the number is also growing if we take the data about 32 million that continues to grow then naturally that could be an answer to it and whereas you are on television viewing the same content just that also in a linear format but just that for the marketers and for the advertisers it is more addressable so I kind of agree that there are a lot of things first which will have to happen one is your smart TV penetration has to grow at a very rapid scale much faster than it does right now internet and bandwidth and data continues to be extremely cheap third is I think addressable TV we have seen the best adopting it in a big way for the last 5 to 7 years and it's a billion dollar industry out there at the moment and if that comes in a lot of back end challenges have to be addressed for that delivery of TV on a cloud or on internet overall will need to happen linear TV schedule programming whether it will ever be able to do that I am not an expert there I am not entirely certain it will but when it comes to addressable TV and shifting all then TV just becomes a screen it's one of the screens in the household with four of the screens and the entire household is then profiled and the use case that he mentioned about Borivali and Gorigawan and they are having different ads is entirely possible when you start mapping household to addressable TV and addressable devices so I think that holds real promise because then you are not buying GRPs and then you are not buying CPMs and then trying to figure out how both of them have worked together for a deduplicated manner you are buying household reach individually through one currency so that single currency becomes extremely critical I think addressable TV holds promise it started in India let's see how that goes what stage do you think we are at I mean on a scale of 1 to 10 let's do that because I just feel overall somebody sitting thanks great timing yeah so I am just saying which stage are we because if I am sitting in the audience I would think that we are fans sitting at a lot of stages on a scale of 1 to 10 where are we on this theme of integration is it a 1, 2, 10, 9 as in I think from understanding or maybe to appreciate the need and maybe this is the very first discussion that is happening on integrated approach so I think it is a very nascent stage beat the tools not many tools are available starting from planning to measuring the efficacy of it so I think in a very nascent stage but it has to go in the way where it is an integrated planner so be it from a stakeholder the client side the brand side appreciating understanding even the teams has to be integrated in such a way that they appreciate integrated media and that is how they are scaled up towards it otherwise it is always a TV versus digital even today if you see the comparison is TV digital spends are almost kind of beating TV spends so it has to be and and that is why it will be a very interesting space to be in so I agree with what Jahid is saying so if you ask me we are maybe at 1 or 2 as far as integration is concerned obviously we do not have a unified measurement system today where is there one body you can tell you and this is what it is giving you right now so we are at that stage similarly what he is saying in terms of ensuring that when we do the planning it is always like a TV versus a digital it is not like a TV and a digital because you obviously cannot I mean there are systems which are but I mean how robust they are everybody knows so yes if you ask me but I am hopeful that with the advancement in technology maybe one day we will have a system where people will think the TV and digital together it is interesting to discuss category but I am sure there are some people here who are in entry level of their career some mid management some CXOs what do you think what is the approach that one takes in terms of training and keeping themselves ready to enter this world because I end up meeting a lot of people who said they should jump on digital so how do we ensure that we do not have conversation for five years from now how does this audience do that do you have any tips and tricks on that how do you up skill also train also to ensure that you are ready for this world I mean it could be individual it could be at an organization level because we need mindset shifts these cannot be done in an incremental manner so I think all marketers are here and I would like to tell you it is important to get your agency to think from a completely seamless point of view you need to push them to get a plan which avoid duplication of reach that is first second point which you really need to look into what are the cost efficiencies also getting on to the win and then of course the reach which we are getting so I think it starts with us only where we need to push people saying that this is what I am expecting out of it and then measuring the performance in that manner so that is what I atleast I do regularly when I started on this journey also the guys either are native digital or they have been TV so it is also time that the same person understands and appreciates both the platforms and in nuance detail so once you start understanding the measurement matrix and the success ratio of a TV and digital I think that is where you will be holding a very strong position to say how each of them is creating its significant impact because today lets influence the marketing somebody is an influencer specialist influencer is doing a significant job in terms of my baseline organic growth which TV you should do so how a TV with an influencer with an OTT spread with a CTV is doing so that is the kind of growth the individuals have to start training themselves into so I have one last point to make sorry this conference is called the TV first conference and we have spent the most amount of time talking digital so I would just like to make one passing comment that I am a huge proponent of television I think this whole cut cutting debate and TV dying etc is a very valid argument in the US where the average household pays about $150 per month for cable in India it is 200 rupees and the entire family watches their entire set of entertainment sports movies kids all of that right so we are still very very far away from the death of TV TV is still holding on very strong even though there is a marginal decrease in share etc in the last one year especially so yeah just that I hope I am also addressing Kailash's complaint right so we just open it up to the audience to ensure that if there are any open pointers that can get cleared do we have questions yeah yes I have a familiar face Heena can someone please send the mic her way please someone the girl who gave me the postage please why don't you help me do that anybody let me do it no no it's okay it's fine thank you yeah Heena what's your question okay thanks for all the take I think we had some great takeaways my question is that today with India being atmanirbhar and a lot of home grown brands are actually only growing through digital medium an example I have is of mama earth nobody really knew that brand and today launched its own IPO so it was a digital built brand so don't you think that there is going to be like there is going to be a chunk of brands that might not want to use television and only grow and reach through digital and then if they even do use TV it's just going to be for the Tom Tom effect or maybe aspirational that okay I am on TV as well so don't you see that shift very evident in you know a lot of small SMEs specially and startups Heena is it addressed to somebody specific for anybody can take anybody can take that out right yeah Jai wants to take it all in see mama earth became famous because Ghazalala came in Shark Tank which was on TV and it's an advance to it Shark Tank people actually started paying to feature over there because they've got an interesting take the brand comes into highlight so again I think it's never TV versus digital may be a lot of the fintech guys because of the expense of it they want to start they want to grow in a very cost effective manner digital obviously promises very cost effective measurement centricity and you can see the immediate result out over there and then after one point time and take all the D2C brands okay they have to then they kind of even to even to go for a larger reach larger spread you then go to the TV so it's a beat sequential beat kind of simultaneous at one point of time it's integrated media that comes in handy you know also gaming companies they heavily advertise on television going by the mama logic they would only be advertising on digital but they do understand that a large chunk of the viewers that they want to target as their subscribers or as the people who have downloaded their apps and playing their apps are on television that they are also a digital first company but majority of the amount that they spend is on television so that is the medium which currently is giving them the maximum reach so I represent a digital brand and 80 to 90 percent of my brand budgets are on TV I just think it could also be just a function of the cost of entry digital provides you a reasonably lower cost of entry you could do hyperlocal you could set up a social media account you could do performance marketing you could target a few cities with a small budget it could be reasons could be as simple as that whereas TV has a certain threshold if you don't touch the threshold it's super inefficient you might as well not do it so it could also be just a function of the kind of budgets you have it could be as simple as that thank you so much sorry Mr. Pillai we might have to cut it on this track but would like a closing thought from you if you would like to say something no I think I kind of agree with what you said I mean we are on a TV panel we are discussing a lot of digital but the idea really is is there an opportunity for technology to eventually play a role on television and do what technology did to digital the same impact can it bring the same impact on television TV digital buying is important because it is providing contextuality it is providing speed it is providing an opportunity to customize now if that same opportunity comes alive on television will that then become a much larger war between the largest platform that's available a legacy platform that's available a platform that even digital first brands believe in will that become much bigger juggernaut than what it really is so it's from maybe it's integration maybe it's application so the question really is is it integration or application that we will probably be discussing maybe 3 years from now we will be having that panel but today as we see it I think we are sitting on the fence we are in very very early stage we are probably just forming far away from storming, norming or performing we are in very very early stages and we will wait and watch till that time it will be a digital versus TV but eventually I think it is going to be digital with TV and as going forward probably TV will become as if maybe much more powerful with the integration of digital so I think that's what we can take away thanks thank you thank you so much ladies and gentlemen I think your applause says it all and may I request the Chief Revenue Officer of Times Network, Gaurav Dhawan to help us with our keen felicitations of all our esteemed fan Gaurav we request your presence now on the stage and once again a big thank you to all our M&N panelists thank you for joining us so Gaurav of course starting with Ashish, Ashish thank you for your contribution towards the event today can be received with a good round of applause ladies and gentlemen Chahed Ahmed Jitannagarwal Kailash thank you so much to all our chair Veneshwar Sethi Sumit Mudani and our session chair and moderator Hari Krishnan Pillai so with that if you can be if I request the entire panel to come together Gaurav if you would like to stay in the photograph as well with the entire panel so do remember to keep hash tagging hash tag E for MTV first as one word when you post these photos out but on that note there's a lovely lunch which awaits । । । । टिहाड बज्दे आप ज़ुडे भिज्ठा सपाल रोग आस्बईद मेंटीै वंदुग ती कोछी ब्खछे लगे विच्टाई आप पब गेएं.. रोग पालगे मैंचांगा। ती रोग ज़ा पिबच्टाल चुर्द इस प्रोई्जाए यह डीजागे it still about Tim stay away from the lady analysis.. because you get the true when.. where you are up chopped for the intelligent insights of India. India up front, wo me Padma Chaj-Wal Singh... weakness at 8 pm only on times now Journalism is a ancient not just to seek accountability.. or a fight for justice.. but for honesty and integrity. Forcing citizens concerned and using the truth.. to demand answers chimney confers to a new agenda Watch news on agenda with P web Than every home feels like a stadium An IPL fancy heart beat looks like this IPL 2023 on a spot lights was a test that the lock-door cricket runs deep in वारम तो स्वाली बाष्वैं्रीक्तंनें के लाद्बाल्वाँ क्या। तेवाली स्थ रवद्बाल्वर, रवाद्बाल्वगन्री को भाटा आजकी बाद्बाऔं़ कर बाच्ञेख के जाएं, अप श्आन्तरन साग ऴ बाबींत होता। तो तशिक! तो लतिएँ के दीएं जन्वान, था ता वो वह रही थ! तो तशिकवोढ़ मूझाँ तहाँ वौदी तो बग्या औलगी रहाँ शाच़ाशान। तो तशिकसे गए शेच्छनाचान के आप गतेंगा था, ुऎंстां्य जोग जैने होयी मथा होजी मूझे शब अलीटर आयी उह दोग सी बनका� odor of the chief marketing officer CB, we thought our motors Mr. Subran. शुब अन्छ्वाण श्शाइण who's gonna be joining us on a very exciting and a very awaited topic let's give Mr. Singh a warm warm round of applause.ội look on and the 없어 The are several things that are the responsibility of television that are coming into play today and you have to dial the clock back all the way to realize by the way they are today. So let me begin by telling you a story in western Tunisia There's a place called the cassary pass between the 18th and 24th of February in 1943 the Americans were buying an expensive car. बिट्विन the 18th and the 24th of February in 1943, the Americans met the Germans for the first time in a land battle in this place in Tunisia. Now, both parties had spent equal time on the ground. The Americans had about six times more material and men on the ground. Their general was a highly regarded, highly decorated person called Lloyd Fredendoll, General Lloyd Fredendoll. And on the German side were two Maverick Generals, von Arnim and Field Marshal Irwin Rommel, the Desert Fox. So the Americans thought, you know, we have six times more material, everybody is coming to the theater at the same time. And within two days, the Americans had almost 1000 casualties. On the first day of battle, 180 tanks were taken by the Germans and they realized that they had been blown to bits. So immediately emergency messages were relayed back to their headquarters. General George Marshal was the commander-in-chief. He later became Secretary of State in America as well. And he wrote to the Field Commander who was Dwight Eisenhower, who later became American President as well, saying, you have to take action. And what are the actions that Dwight Eisenhower took? He firstly appointed a person called George Patton, a loud general. He did not like him much at all. But he put him on the ground and he created a special cell which was away from the field called the planning cell, which was headed by another genius called General Omar Bradley. And within about four months from there, George Patton had already crossed over to Italy and had it not been a decision on the Allied part, he would have reached Berlin earlier. Now in the memo that Dwight Eisenhower wrote, General Eisenhower wrote, he wrote two things and this is the part of the reason why I put this story to you. The first thing he wrote was that in battle, and I'm saying that that's true of business as well, plans are useless. Within two hours of the battle starting, all your plans will go for a toss. So he said plans are useless, but planning is critical. You have to be able to visualize as many scenarios as will potentially become available and think about them before the battle starts. I think television in India has not sensibly done that in my opinion. I'm saying this responsibly, I also spent four and a half years in television at Star. Secondly, he wrote in ending, when he announced the changes in command, he said we need to imagine that we are not so good. And in that he quoted Aristotle to say those whom the gods want to destroy, they give them 40 years of success. After 40 years of regular success, you are unable to change your method, you are unable to change your war paradigm, you are unable to change the sequence with which you approach the market. And I think this has been true for television as well. The saving grace is that there is no battle, there are no casualties and the business is still thriving. So this was the first part I wanted to say it. And also just in case you think that I am talking about a military battle, things, outcomes can be uncertain, it is probabilistic. This is another chart I wanted to show you. Say cutback 500 years, say in the early 1600s or the late 1500s, India and China put together were 70% of the world economy, give or take. And they had no concept of what Western Europe was. And even if they knew Western Europe, they knew Spain, they knew France. They had no concept of a little island called Britain, which was windswept, no natural resources, nothing. And then within 500 years, that little island not only colonized the whole world, I am speaking to you in English. So this is the impact that they had. The point being that transitions are not going to happen one quarter, one month, one fiscal year. The transition of technology can play out for four, five hundred years. We have just got used to thinking everything happens within a month or a week. And that's not true. And television is also seeing that kind of a change. Now, first thing to understand is, and I'm saying this as a brand builder, a television is not an appliance. A television is central to the way in which India organized itself. I grew up in Rajasthan. My father was in the Indian administrative services. He would get transferred from small town to small town. It was only in 1987. He became commissioner in Udaipur. It was the first time we came to a place where there was a Doordarshan tower. So it became in many ways the centerpiece for organizing thoughts, politics, art, culture, exposure. Before the arrival of television, people were famous for what they had done. After the arrival of television, people were famous for being on television. This is the first time that television allowed Indians to be famous because they are famous. So if I ask you today, how many of you know? Can anybody here for 1 lakh rupees name the last three physics Nobel prize laureates? Can anybody name the last three economics Nobel laureates? Can you name the person who invented or discovered the vaccine for COVID? No. But do you know Kim Kardashian? Do you know X, Y or Z because they are on television? So television has become the coinage for our times. This is a very powerful thing from a brand building point of view. So television for the first time allowed us a rate card regime in which you can buy appointment audiences. You can grab their attention and you depending on the genre of programming or even the time of the day can create great traction for your brand. This was not possible before the arrival of television. And every civilization, every economy develops around some central theme. So England, let's say in the 18th and 19th century developed around the newspaper and railroads. America in the 40s and 50s when great brands were being built was organized around the automobile. India was organized around the television set till it lost that momentum to the mobile phone. And today India is organized around a mobile screen and television needs to live up to that reality and have that change. Still it is the largest media platform in the country. It has now slipped to number three rankings worldwide. But I have worked in several categories from financial services to ALCOBEV. I don't know of large scale media that can operate minus TV. So TV is very much center stage. It is the largest platform. You know that we have breached the 1 lakh crore mark in terms of the aggregate advertising pool. And this year and onwards we will breach the 1 lakh 25,000 crore mark. Now television is growing and it is growing for the right reasons. But there is the problem amongst professional marketers and amongst the gurus. The one problem is what I call declared death. This is dead. That you know every year I hear of three things which are dead and three things which are the next big things. The death doesn't happen and the big things don't necessarily pan out the way they have. But very simply put if we have say 20 crore households today and roughly 100 crore people who are within the catchment of TV that penetration will grow to roughly about 80% by 2026. So we have said 25 crore households. But where is the headroom? The headroom is going to be in rural. Digitization is not as big a deal. Digital media is not as big a deal in rural. But the content will become zipping across various screens and television needs to find an intelligent way to stay in the heart of the content dialogue. And this is one thing that I think needs to be done. And I would be happier with television advertising if that was happening. Now television is like I said relevant because A, it is the biggest. B, it is still growing. India's economy is growing at 7% give or take. Every 10 years we will double as an economy. Now when economic growth happens it happens two ways. One is top down and one is bottom up. And in television the bottom up growth is more credible more relevant than top down. Because if in my house if suppose my income jumps to twice you know two fold in five years what will I do? I will not have a television set in every room. I will have a bigger television set. I will have a connected TV. I will probably have more subscriptions paid for. But the volumetric consumption will not go up. So the important thing is it needs to have a race with digitization. There is that old story in the Panchatantra about two kids who were coming back from school and a tiger started to chase them. And they were both running trying to save their life. And then one guy says to the other brother I don't think we will be able to outrun the tiger. So the guy who was running faster says I don't need to run faster than the tiger. I need to run faster than you. Because whoever is slower will be eaten by the tiger. So that's broadly the story of competing medias as well. And not only is it relevant it's powerful because it has effectiveness in audience aggregation. That is still true. It has effectiveness in direct and indirect methods. I can advertise on digital. I can get form fills. I can get click to call. That much of live commerce is not possible with television. But it will not aid my brand measures as much as television will. Because the power of television was it was a tight medium. Everybody was seeing say Chitrahaar at the same time. Now I'm revealing my age I'm about 84 years old. But back in the day when Chitrahaar or the Sunday movie was a big deal. Most of India's big brands were built in that time. In the digital era the brands that have been built are largely digital brands or e-commerce brands. So it is a tight medium in the sense that I am seeing something and everybody else I go to school with or I meet in the colony or are living in my building have also seen the same thing. So we are responding symmetrically to the same stimulus. Today with fragmentation that's not the case. I am seeing completely something else. It is curated for me. It is fed to me. And this is doubly true of digital. So my father who is not very digitally savvy tends to check out news of whichever company I work for. So he was telling me that you know this is a very surprising thing. Whenever you join a company Google starts to give more news about that company. He didn't realize that it's adaptive and it's giving him more information because he's searching for it. Now this is a powerful thing where curating of the medium is concerned. But it's a dangerous thing where advertising is concerned because I don't the market of one sounds very seductive but the market of one I'm not interested. I'm interested in customizing for the market of one and personalization is important. But I'm also interested in hundreds of crores of people at the same time and that I think television is still able to give. Now let me come to this business about OTT. So Netflix which is celebrated across the world proved two things content through internet protocols and subscriber base is live and flourishing. They were able to make subscription work on digital but how is Netflix and I am a great admirer and a regular consumer of Netflix content. I'm just saying this from a questioning point of view how is Netflix different from premium TV because it is not user generated. It is not live and engaged. It is not bite sized. So all the defining characteristics of digital are missing in Netflix. What is true is I don't need to be a couch potato. I can go search and find and I can do binge viewing but that is no different from let's say premium television spaced over a period in time. So the game is the same but Netflix happened to TV. TV did not happen to Netflix or take the case of YouTube. Is that a perfect alternative to TV which is internet ready or is it internet disrupting the world of content and nobody has the right answer. We don't know only time will tell. Now we live in a world where every screen is an access screen. So roughly if I remember right in America color television started in 1967-68. In 1969 Neil Armstrong went to the moon and when NASA sent a man to the moon the total computing power on the planet was less than what is available in your high end washing machine today. So everybody's phone is a television studio is a television set is a screen which allows you access to 50 different things. Now to imagine that somebody will cut away from that and watch television in isolation is expecting too much. So you need to have the centrality for content in the way consumers live their lives and we live in a world where every device practically speaking is a television. There is a transformation in screens. There is a transformation in demographics and there is a transformation in choice architecture and the last one is the most important one. I want to choose what I want to watch. I don't want to wait for you to be in the next episode. Now I find connected TV is probably a good thing to pursue as an economy as a collection of consumers and specially for the television industry because it allows me a certain access to a very special set of consumers and that will fast expand and it also allows me targeted messaging and curation. So it allows for mass and it allows for customization and the genres that are most popularly followed which are true for most advertisers are movies, music, news, etc. And so therefore this convenience is driving audiences towards connected TV provided they can afford it and addressability is driving advertisers to connected TV. Advertisers are by definition very opportunistic people. I have no shame in being opportunistic. If anything gives me one fraction of a percentage more in terms of return I will opt for it and therefore it is the onus is on TV to be able to broad base the bouquet of offering such that I am able to get more portion of my budget goes to them. The challenge is in their court. Now another thing which everybody talks about AI but I didn't have this for fashionable reasons in my business in trucks or in passenger vehicles forget all of that assistance in the sales and marketing domain artificial intelligence is going to allow you to adjust your rear view mirror without you having to do it. So the feed on who is driving on the air updates and the whole experience is going to be more software than vehicle and this is as much true for television and by the way I must acknowledge that media in general and television in particular has lived through probably the most number of technical changes in any industry certainly in this period of time. So in America for example they went from the stations to cable TV it massively expanded because suddenly they started earning distribution fees then it went from cable TV to video on demand and now this cord cutting phenomenon it doesn't work in India because the business will polarize so at the top end there will be very rich audiences which are available in happy niches and then there will be the mass audience which still gets free TV. So cord cutting is not a big phenomenon the bigger phenomenon is where is the interest what is the window of attention and today if I am not mistaken it's anywhere between 2 hours and 2 hours plus for the younger age groups and on average about 3 hours and 30 minutes and that's still humongous amounts of time is another mistake most English speaking marketeers make is that they think that the world is like them so if I am not watching TV at home I think India is not watching TV at home and that's not true because it's so large and so vast and so populous that many things that are happening in say a mirat or a unna or a asan soul or a karur or a katak for the first time may have happened here 15 years ago and many things that are happening in a katak today may not happen here for another 2 years e-commerce is a classic example people like to have access and e-commerce gives them that access so how does television have that I believe AI assistance and this is a simple example of voice commands but I think artificial intelligence will play out in the world of television in very very dramatic ways in the near future I have a teenage boy and for him the television is also a screen and the experience that you get on the large screen for things like gaming so if there is an integral play here I think gaming we have barely scratched the surface in this country and I think television also has a role there now if you see effectiveness as I have already mentioned is always a multiplier between the effort that it takes to reach that many more people and the personalization that I can drive so for decades in let's say in the world of FMCG the challenge was how do I get to that incremental audience and regional TV universes kicked off in a big way they were very competent they were very good content stacks people were making money there advertisers were able to reach so if I am advertising in Tamil Nadu or in Telugu markets or in Kannada I don't have to think of one television across that's why I find it funny when they say regional language because it makes me believe still we think English Hindi and regional language so if you are sitting in Chennai that's not the world view it is Tamil, English and whatever else and that's a wonderful thing for television to explore and exploit now because I began life in FMCG FMCG is a great indicator of which way the marketing dollars will flow and if you see even today the single largest stack is by far the functional advertising that gets done on television Harpic is the number one advertising brand it's a toilet cleaner and it basically tells you that efficiency both in terms of reach and cost per reach but also effectiveness in terms of impact they are not putting that money there because it's legacy they are putting that money there because it gives them a return now let me try and change the slide now in the commercial vehicles business at Tata Motors we have done about 15 to 16 large campaigns in the year hopefully none of you have seen it because if you have seen it then our media planning is not really tight because you are not supposed to be looking to buy trucks but we have explored all genres because our B2B enterprises are largely business driven so business verticals are large on television general entertainment is large for the small commercial vehicles business we have tried to create opportunity stacks in regional languages and now routinely our influencer content is also in about 11 languages we are trying to sell innovations via television anti-collision mitigation system driver alert systems sustainability these are messages that need large audiences because these innovations take time for vehicles on the road for people to experience it so we have been consistently using television to build this also we have been doing content stacks for advocacy and this advocacy is partly on on television as episodic content but also as free as you know free content availability on our universe so we invite people into create capsule content then they put it on mass media and on digital media and on social platforms and it's finger feed for things like WhatsApp because we have 10-12,000 sales people going out every day meeting other people who may be looking to buy trucks and at that time they need to evidence the success and content capsules work well half an hour episodes may not be the way the truck advertising grows television also gives us a larger than life canvas unfortunately I am running late to catch a flight but I will perhaps play just this video to show you how we are trying to tailor make content to make it more appealing not only on television screens but even places like cinema so if we can play this yeah bridge cement how will it reach if there is a lot of education then there is a lot of cement for the school that happens I don't think the audio was the best but there are about like I said 15 such campaigns we try and socialize this first on television plain vanilla storytelling but what is important is what is the deck length how many tons can it carry what is the wheel base what is the service package all of these things don't go very well on television so immediately following the television campaign we will then have an on ground accompaniment we will have influencer content we will have social media content we will be back on television so a few weeks in then build through other means then a few weeks back on and this pulsing is also important for us to be able to gauge the return that we are getting and by and large it has worked well for us and we intend to continue more aggressively on television I am going to skip a lot of the other apps if you go to our youtube channel you will be able to see almost all the recent campaigns almost all of them in some proportion have been on television now India is a growth story in print it is a growth story on television it is a growth story on social media it is a growth story across the world and I think in terms of sentiment analysis that we get routinely India is probably one of the most optimistic places in the world sometimes I feel perhaps we are irrationally optimistic as well but optimism is a good thing because basically if you feel your tomorrow is going to be better than your today then you invest in the future and that investment also means putting money behind things that matter to you so it leads to cross category conflict and television should celebrate that because I have a choice to make should I buy an air conditioner should I buy a 2v dealer should I learn computer programming and that is all coming out of the same wallet so television will have a problem of plenty provided it is able to give addressable audience tax to the advertisers in time and evidence that it works because this rate card business of tired cost for rating point kind of advertising is now facing serious alternatives as challenges so in ending I will say interactive TV in my opinion it is an early bet but it is going to be a big deal connected TV certainly is making quantum increases happen there is growth of regional content and I don't think of India as one TV market now I think of India as at least 10 to 12 distinct television markets there is increasing popularity of niche channels and when I look to launches and aggregation I look to sports we are proudly associated with wrestling we were co-sponsors for associate sponsors for Kabaddi for a long time we invest in commercial time on all sports I find also that the rise of ad free TV is something that should be seriously considered by the television people themselves to see what alternatives they have for those people who will see TV intermediated by advertising the advertising somebody in one of my brand courses in Leavers had said the more you see the more you know the more you know the more you see so it is a virtual and people don't get tired of advertising about India is people actually discuss advertising I have been across the world I don't think there are very many markets where people talk to each other this is not done it is becoming bare bones functional in India advertising is also art it is also mainstream it is celebrated and that is why people continue to invest behind audio visual as the primary medium and behind TV as a large platform I have been writing about it I have been thinking about it and thanks to people like exchange for media I present about it if you have any further comments etc these are my social handles please do write in thank you for your time that's all I had for you today thank you thank you so much Subranshu if I may now request the chief revenue officer of times network Gaurav Dhawan to help us with the felicitation ladies and gentlemen a very warm round of applause an excellent session on how TV has evolved how TV is important in brand building and of course connected TV in the changing landscapes the importance was very much highlighted let's give once again a bigger round of applause to our speaker and duly the spotlight session was great thank you and please have a safe flight ahead and with that ladies and gentlemen before we go ahead to our final panel discussion we've got a presentation of BW business world for your eyes to view BW business world BW business world BW business world BW business world BW business world BW business world I think if you live an interesting life you'll write very interesting stories which is also the beautiful thing about creative life overall learning can never stop there is always something new and I learn from my patients and each one of us will use that choice based on the use that you have to put the technology to the first film that made me sort of see how a human story and the layers of politics we need to investigate the people who are going to fight the war so there should be some mystery in it as my own thought a person may have a very enviable lifestyle externally appear very successful and happy but no one really knows what's happening within it is not going to kill the supply chain it is to empower the supply chain and I am happy to announce that we are still very much in the pilot stage beta testing is going on we are gradually building up our presence little by little as people get more and more confident because of the state of our state isn't we have no option but to build smart and resilient city digital India is more for the poor under privilege and deprived ladies and gentlemen it's now time for our final panel discussion on a very impactful topic we're talking about optimizing media channels for advertising impact well maximizing advertising impact requires a strategic optimization of media channels tailoring content to suit each platform understanding audience behavior as well as leveraging data driven insights truly essential to talk on this it's important to align the message with the medium that so that the advertisers can effectively engage the target audience well it is now time for us to welcome all our eminent panelists on the stage Madhu S. Dutta head of marketing and GM brand media digital social of Raymond limited thank you Madhu for joining us also we have with us Priyanka manager Gandhi director integrated brand experience lead Colgate palm alive India limited thank you Priyanka for joining in Riya Joseph head media and digital marketing Britannia industry is limited thank you Riya Sandeep Gupta COO broadcasting business Shimaru entertainment limited thank you Sandeep and ladies and gentlemen this session is going to be chaired by CEO Zenith the ROI agency let's give our man a big big round of applause so well with that we have a lot in store Jay I leave it in your able hands to curate the session forward so very good afternoon to all of you and I think we we started the discussion already in the in the waiting area so we are quite warmed up to to this panel what we are going to do is we are going to like drift a little bit away from the topic which has been aligned and we are going to get into something which is which is the elephant in the room so what we do is I'll start away get into it and I'll ask each of you all this question pertinent question which is going and you all are all like you know sort of media heads brand heads of large corporates there is a lot of money which you spend on on media and advertising so my first question to you is I'll start with you is tv dead or is tv dying hello hi good afternoon everyone Jay I mean I am completely not in sync with what you are saying and it's a medium which really gets into every nook and corner of India it has a huge mass appeal yes the relevance has not changed but there are alternative mediums which have come up but having said that I think television is still one of the primary medium in every household and especially when it comes to the regional channels the regional penetration because India is many countries within one country so therefore just saying that one medium has died I am not in concurrence to that so but I mean again it also depends on what kind of category that you are handling what kind of brand so depending on the category there are certainly there are changes in terms of the percentage that you spend on different media but television definitely is one of the key mediums to consider thanks so really I'll just move on to you whatever you can answer the point what I am trying to ask while she says that TV is not dead but I want to say that do you foresee it dying in the next 5 years maybe not in the next 5 years and I think I will maybe spin it around TV will die soon and I can't tell you a number of years if two things happen if there is some substantial third party measuring or monitoring which happens for digital that's the first thing and the second thing is of course digital efficiencies have to come down because right now it's almost even for the smallest unit of video it's almost 20x that of TV so if these two happens I think TV can die very fast death don't know when that's going to happen that will happen but that's the only way I can see TV dying because otherwise as Madhu said India is a vast country too many people subscription cost for TV is much much lesser and TV affords great entertainment at a very low value so if things don't change TV cannot die very soon got it Priyanka your take on this so one person is saying clearly TV is not dying Rhea's point of view is that not right now but she foresees it in the next not 5 years or 10 years that probably given certain constraints which digital has TV is probably staring at its death what's your point of view so well in a country like ours where 1.4 billion people you have a rural population a large urban population and you then have maybe the top 25 million people who have really high purchasing power so it's fairly dynamic in that I mean I can go with facts what we have seen and we also deal with a category which is very very deeply penetrated almost everyone buys a toothpaste so it's 100% penetrated we also deal with the challenge of having brands that are mass penetrated to building brands that are talking to a more premium segment which are more specific to a benefit what we have seen is that TV reach still continues to hold on if you look at a longer trend of data the reach would have come down maybe a few points a couple of points what is really coming down is time spent on TV because people's time is now getting spent on multiple devices so and for us it is more and like we say India is a country of and it is not this or that so we do and I do see the relevance of TV holding on for consumers and audiences or maybe segments where it is still deeply reached of course there are still opportunities now and there are sizable opportunities of reaching people through digital so equally possible to build a demand generation model without TV and you have a certain scale of ambition and you want to run a business out of I don't know maybe 100 million people with a certain level of trial and all of that so both are possible but I hard to say that when will TV die I think it is all about finding the right mix of channels and touch points to reach the consumer at the right time and the right message and in that context I think TV still holds strongly for some segments and may not have any relevance for a certain set of segments very interesting Sandeep the ball is in your court now you defend it so yeah so I think there are two perspective to this one with the viewer perspective and the advertiser's perspective with the viewer's perspective TV has a long life because the kind of content that we as Indians watch on TV is very family based and as long as the family fabric remains in India the TV won't die because whatever content otherwise we see is mostly not a family with content either you can see has a husband wife a very limited content is available which is very widely we can be seen with so with that perspective TV would have a longer life as long as OTT regulations come and suddenly OTT has to stay in their content fabric yes then we will have for the viewer's perspective also they will have a better the other thing with this curation a lot of us are we don't get too much of time to spend on anything that you want to curate like why does for me why does YouTube work I would search one of my content that I want to see and in the curation the AI what it throws right when we have so many options right you spend a lot of time in trying to figure out what do you want to watch correct so that's another reason why I feel that this curation helps a lot that's why that's one reason music channels have not died music channels have significantly reduced their GRPs but they have not died because the curation that is being offered our fabric and people know that this is my taste and they will not have to jump here and there so that way is that again is a very big plus for TV the curation aspect of it and the content creation even today if you see OTT platforms like I just read sometime back Netflix has acquired the rights of WWE why because they want to become what TV is doing right so live action which was one of the important aspects of TV whatever they are now creating marketing to survive for them it's not possible unless they have something which is seamless viewership and people have to come regularly so with that competition is there yes what happens with the advertisers with perspective the mix has to be seen based on what you are wanting to promote it is the TG you want to promote it is based on what kind of people you want to promote so basically with the advertisers perspective it is the market and the TG in which you want to reach to a customer and I just saw a couple of days back I think in a TV profit there was a Harit Nagpal was there and I like one analogy of his very very much it was like he was saying that if people are growing right if cars if buses were enough why car grow if cars are growing why metros are growing metros are still getting built everything everything is going to grow and it's not going to not that because metro has started growing the car sale will reduce it's about the convenience it's about the need and so will happen for this medium the medium is providing entertaining content the pipe may vary based on the type of content if the content suits a particular medium it will be there so for that I am not in agreement that TV will like one more data point I just had in last 5 years if we see there is a reduction in reach but if we see the total hours of content consumed if I have to give the analogy 5 hours of 13 minutes is an every households average consumption in TV except for the covid year it's stagnant around 5 hours 13 minutes and if we go in terms of individuals it's some 3 hours some 40 minutes or something so not that their consumption has reduced but as everybody is rightly saying because there are so many mediums because there are so many options there has to be a reduction in reach thanks thanks interesting points you made and with that I will get a little more deeper into TV okay so as we have when we do our planning let's say connected TV approximately 40-50 million households when we look at HDTV again 40-50 million households then you have PTV and then you have FTA so that's the sort of pyramid which we work with while we all know connected TV is rapidly growing HDTV is rapidly growing FTA is rapidly growing like PTV either being stagnant or probably declining and that's largely because of what we believe as cord cutters or cord shavers opting for more connected devices so given this perspective do you as large advertisers do you believe that the money the PTV money is dramatically shifting towards digital digital is one and second is that the growth of FTA means that we are going to see India getting polarized so you have India, you have Bharat so TV is going to become a more medium for Bharat while India is going to become more digital so Madhu your viewpoints on that I personally feel that again in terms of when you are talking about this planning you want to segregate and do the segmentation it also depends on the fact that what are you advertising and which category you are in so I mean from an FMCG point of view the entire approach will be very different versus a lifestyle or any other whether it's car as automobile will be different but having said that that sharp segregation I am not really very clear about but I just give you example about certain platforms when cricket happens cricket is an all India thing when such platforms you cannot segregate because whether it's Bharat or India I mean television consumption on cricket and that's the reason the kind of during a world cup or an IPL the kind of money that is offered in terms of from airing point of view as a brand we all know that what kind of monies are being split and they are being able to demand that because there is a certain audience or there are brands who are wanting to now having said that when you when you see specially for world cup and IPL when you see the kind of advertisers I mean India growing digital and everything we talk about the maximum percentage of advertisers are digital platforms so they are seeing that merit in that platform to reach out to huge amount of people in the mass appeal that we that have so therefore that is also being considered but having said that you know it again from a content point of view the discretion that you are talking about Bharat versus India it depends on what is the content and who you are wanting to reach out to so therefore that amount of I mean it can't be a sharp Bharat versus India it's all about that who you are targeting what content you are targeting and in what category you are operating on so that would be the determining factor for it five point what's your point of view I think your question had two points two parts so the first part was what Madhu answered about pay TV and you know how she's going to address it so I'll try to answer the second one which was I think you asked about FTA and is that bringing down the premiumness of TV was that your question yeah like basically what I'm trying to say is that with pay TV slowly like you know numbers saying that it's declining does it mean that TV is therefore going to be a very Bharat kind of a medium is what I'm saying FTA is growing FTA is definitely growing okay so then what I would say is that we cannot we shouldn't really look at TV as pay TV cable FTA, DD all of them because we look at it as how are we reaching out to the consumers right so whether it is through connected TV pay TV or FTAs we are finally addressing the business challenges to reach out to the consumers and making them buy our product right so like for example if you remember maybe 10 years ago we used to have a lot a huge percentage of our TV budgets on niche channels that we never used to spend because the CPRPs were great right we were also not getting any incremental reach it is because we felt or you know anecdotally we felt that people like us watch a lot more of the star world in national geographic etc this nowadays we have replaced it with connected TV right so whether it is on OTTs or you know connected TV on YouTube or any of those that is how we have done so if you ask me it's just the niche part of it and rightfully so because there is no niche anymore in regular TV right even in HD you don't have niche so that is what is getting replaced with connected TV and that's about it so in Jumar they are watching everything on the same screen it's for us media planners that it has actually become connected TV also becomes digital which is actually which it actually is not so that's where it is Priyanka what's your viewpoint given that you know you handle a brand which has such a large penetration is there a clear bifurcation in when you plan yeah so I'll pick from what she said as advertisers and when we are doing building plans or demand generation we don't look at paid TV connected FDA from that lens and I'll try and tell you with three examples for example one of our brands we wanted to increase our coverage in rural right so if you go with the principles of reaching the people so the first principle is to try and build effective reach through the right set of touch points we know that there are markets like UP and Vihar where rural parts of this almost 40-50% are still media dark and over the years mobile access has led to digital consumption actually or digital reach being higher than TV so there our mix will have a higher composition of free to wear because their reach of free to wear is higher we also use digital for rural because that allows us enables us to get incremental reach then you look at all other touch points so it's finding the right mix and which has a reasonable amount of digital unit on top of TV but the first principle is always which is the highest reach and which is the most effective to reach as the first medium and then you build on top of it now on the other side of the spectrum we have let's say our premium brands like our whitening toothpaste visible white if you decide there we are trying to appeal to a younger audience and a premium audience so there we for example connected TV is a part of that plan because that's a relevant audience and we want to reach them consistently so that's how the mix changes for us like I said there's a core portfolio where we want to reach out to you know large parts of India high reach penetration is high distribution is high for us and then there are these premium brand where we want to be selective we want to target the right people and we also because we have a large toothpaste portfolio for us it is important to differentiate and you know send the right messages to people so where affordability is high we would like people to buy a toothpaste you know multi benefit and has specific benefits where affordability is low and where you have rural India where you know half of rural India is not brushing with the toothpaste every day you need to reach them with the right sort of proposition so that they can you know buy it and the third thing is also you know regional variations and I for example if you look at Tamil Nadu as a state very very high consumption of TV is still there so when you go by numbers and reach build up we still feel that TV coverage is reasonably high and you know other touch points don't give you incremental reach so from a reach point of view that's the lens with which you know if you look at it the other lens with which one looks at touch points is how do you want to connect with the consumers at different parts of the journey so while we are talking about digital more sleep from a YouTube or a social point of view there are other things that a lot of people are searching right a lot of people are going on to e-commerce platforms to search for products and buy products and things so those are also now equally important elements for us because while you are trying to build attention reach with a certain communication you also want to be discovered when people are on a platform searching for you you also want to be there as cool gates offering a solution when people are searching for anything on Google related to oral care because we are leaders and we want to be ideally providing a solution wherever we can so those are other things in digital so if you look at the mix if you look at our overall mix the shift is more towards you know the percentage of TV has come down and percentage of digital has gone up but it is you know a combination of all these things that is also driving the change for example e-commerce media the significant part of our digital investments now I just want to there was a very important point with you which you said and I just want to dwell a little more is about regionalization regionalization of TV so I remember when I started planning there used to be only the southern markets where we would look at a regional plan now you have Maharashtra, West Bengal even the Hindi heartland has become regionalized so one is I just want your views on that in terms of how it helps brands how has planning changed therefore and second is that we are seeing a tremendous amount of growth here from a regionalization point of view regional TV and regional markets are also becoming very important from a media planning perspective does this mean that you know we always do this top-down kind of planning we will have a stop-loss or a Z in our plan and then we keep adding regional channels is the time come where we have to do bottom-up planning you know we plan at state and then we sort of look at national channels I would say wherever there is KL we do bottom-up planning right so the five states I mean the four south states and Maharashtra and West Bengal are reasonably penetrated with regional TV right where the southern market should be in the range of 70-90% regional if you go across AP, Karnataka, Kerala at the end with and then there's West Bengal and Maharashtra which are almost I think 50-60% regional right so you do a bottom-up and there are times when we only advertise in those states you can you know take a call you want to only be in West Bengal or Maharashtra and you can get adequate coverage with now there digital is also an enabler because Hindi in a state like Maharashtra where you can only cover let's say half the population with regional but ideally you want to cover more digital becomes like a good enabler to add on that so bottom-up planning definitely wherever you can I think only when it comes to the Hindi belt if your objective is to cover the large part of north and west then you would start with certain ways of Hindi channels and then you do the builds in that but first principles are largely bottom-up wherever you can sorry what's your point of view on that so I object to the word bottom-up because if you look at it again we are looking at expanding our business we are looking at reaching out to the consumers where the consumers are so I don't think when we start working on a plan we ever start with the staplas or any of those things so also maybe for our brands, Britannia our main strengths is in the south not that we are quite bad in west or east or any other and hence market-isolatable markets like the four south states that she said Maharashtra, east Odisha, A&E etc we really can't start with HSN so if you ask me Hindi is just one of the regional languages all the others are equally important because they also give us that kind of sales to us so that's what we do so it's not a bottom-up planning it's what the business requires and that's how we go out and reach out to the people because in rural markets we obviously need to layer it up with either digital or if there are certain really small pockets maybe we will do some OOH or any of those things but that's again a media planning principle rather than a region or a language-wise planning interesting viewpoints that regional brands obviously will be regional planning but when you look at large national brands there is a choice so you might start with HSM and then add or depending on the pockets of priority you will sort of advertise so interesting but the the mood point is that regionalization in India is definitely growing and it's becoming quite an important part looking closer at tv again we have these genres and I think Reha you made that point earlier that there was a point in time we used to put some money for niche channels and now there are no longer any niche channels left today when you look at tv you have the Hindi GECs or the family viewing as you call it then you have movies, news you have impact shows and all that so from your point of view like on a scale of 5 where 1 being least important 5 being most important what is your priority when you look at your brands and say that this is something which is making more sense to me this probably doesn't make sense and over the years I think this will like what's the sense for music what's the sense for Hindi movies with so much of content being available on OTTs and all that will they still have the relevance which we expected so I'll start from Madhu so I mean having handling we're handling a male lifestyle brand so therefore it's very important that I'm going to be targeting the male audience so therefore impact properties are very important in terms of and with the mass appeal so as I said that we look a lot into cricket because that is a short shot in terms of when you do the segmentation the male audience consumption is extremely high we look at certain channels and not not in the sense that which will have a higher viewership in terms of a male audience point of view and we also look at the fact that in terms of when the segmentation happening depending on what are the business objectives for the particular campaign now there are certain campaigns which are extremely male centric and the campaign you know the proposition that is there whereas when we get into the wedding space and all that the primary audience and the secondary where women play a very important role in terms of the decision making so therefore the channel selection also then we go into a GC as well because there the women are the decision makers so having said that again business objectives are the key in terms of how the media planning is happening and therefore and not just the television would be the key medium because there are lot of other things work we get into a lot of digital there are a lot of you know because it's an experiential shopping that happens so therefore we get into digital from an influencer point of view and how those things add up adding to the different touch points of media communication but yes impact as I said that the most important thing is the impact and there should not be any wastage also media wastage because that's where we said that we look for the male centric properties and news channels also play a very important role because regional as well as English so when we are going into the festivals now for example for us from a consumption point of view like east is very important for us for the Durga puja and all that so therefore we concentrate a lot on the regional channels both from the GC as well as from the movies and news and there are other festivals happening because you would know for a category like ours from September to December those are the very important time of the year for us so therefore it becomes a holistic planning where we would get into specifics on looking at the impact properties looking at what are the channels because that is a very clear targeting of the audience and it is a family festivals are all about family emotions together so therefore GC also plays I think you said the golden word and I think people here from broadcasters will be extremely happy to know that impact is quite important for you quick one Ria so from your standpoint if you were to just put a ranking what is the most important for you and what according to you will become the least important regional number one obviously because Britannia is a very highly penetrated category or most of our brands are in a very highly penetrated category we are a 5 rupee brand of course we have higher SKUs but 5 rupees is the one which sells the most so regional GCs etc and if you ask me those are both equally important impact as Madhu said is very very important because there is no other property in the country like an IPL or even the regional big boss they all actually gives you that extremely fast reach and you can actually see the results on your brand tracks etc from the next month so that's also equally important or maybe I will put it as a rank too what puzzles me the most is Hindi movies don't know what has happened to them after covid I think the media owners themselves are quite puzzled with that possibly because there are all these titles which are getting released on OTTs and people actually have the convenience of choosing the time and they can actually watch it most of them are free as well unless you are obviously getting it on Amazon or Disney hotstar but otherwise that's what it is so Hindi movies puzzling so don't know where that's going but otherwise I think the others are here to stay Sandeep I'll come to you because you'll have to answer this one Priyanka what's your in terms of your attitude one is reach how many people can you reach and how important the cost effectiveness so if you go in that high reach channels tend to be GCs whether it's Hindi or regional at scale and then the mix is what could be cost efficient so in the mix you will also have in the so in that sense we are agnostic of genres we don't go in with a preference or a thing saying we want to be on these genres but we want to deliver reach so we need to be on high reach and we want to deliver it effectively so the right combination of it leads to a mix so as a result of all of this GCs tend to have a really high contribution like I said because we have a huge focus also free to wear also then to have you know a higher contribution and then depending on objectives like you know accelerated reach during launch windows then you evaluate live events and we also do impact also at times but all of those are then evaluated in the context of giving us some incremental impact and then there are quality parameters also on TV right are you buying in the right zone is there adequate prime time your spotting is correct so that you know that you are at least getting more attention versus being in passive zones of TV right that's the Sandeep different Hindi movies different Hindi movies why I at Shamaru I don't have a movie channel as of now in TV but I have worked with my past company was before you we had movies and I think the movies as a problem in TV is that there are too many movie channels as of now and there is a lot of content that's one problem and for movie consumption the habit for a movie consumption people don't see complete movies they see for movie maybe as I understand maybe for an hour 45 minutes and that too they would want to see movies which they know it's not they go to experiment for a movie for the experimental movies they would be happy to curate and go and see where I want they will search that's where our OTT platforms are getting their edge because they will search for the movie for when they go for TV they would only sample the EPG not the channel and in the EPG if they know this is the movie I know it from here how it would be it is entertaining they will stop there otherwise they will move to the next channel so that's the challenge with the movie channels that they are right now more movie channels and the content that they are offering is not too much of variety is the concept that's the challenge for movie channels and impact definitely movie channels help I am sure they are getting good business when they are showing impact so I will just in the interest of time I will just put each of you on a spot right now that's not part of the script that's why I just specifically kept it outside so as per the addicts currently you take whichever industry report they say that digital is approximately 35% TVs are around 30% and digital is supposed to be growing at the rate of 15-20% TV grows in single digits at around 8-10% so this is what we are looking at as the picture from your perspective do you think that TV will grow or do you think that TV will stabilize or TV will come down from your perspective your brands given that this is the way addicts is moving but this is what you perceive for your advertising spin yes it's very unfair it's a furniture problem yeah so see at this current moment the way things are like when earlier we said that that TV was ruling the rules there were no other medium as such other than obviously at an ATL level we are going down to 0H and the rest of the stuff but the strongest medium was television then the new kid has happened with digital and India is obviously from a younger audience point of view we are a very young country so therefore the digital consumption is also pretty high and therefore the platforms and the digital different areas of digital the numbers that you are showing say that digital is growing so I mean that now whether it will I mean it has as far the numbers are going it has over short as far as television is concerned but there are lot of ways that television there are certain things which used to be the key differentiators I mean as long as television doesn't get I mean as long as there needs to be innovation bringing into the television forum because anything which happened or which was you know quite significantly high at 10 years back or 12 years back you can't you know survive with that so when it comes to television there needs to be lot of innovation that will come in having said that whether it will go down or go up is debatable I am no expert to talk about it but I can give you an example from our media plan point of view like if 5 years back or rather 8 years back if it was 80% or 90% television and the rest would be others now we are also because we are wanting to address a certain audience we are trying to address younger audience and the consumption habit media consumption habit have also dramatically changed in the last 4 years so our media in our media plan also the digital intervention has come in way more in terms of it would be today a 65% television and the balances TV so sorry balances digital so therefore from that point of view we are from a marketing point of view all of us are getting into going in that direction but it will stay but then again going back to my firm believe that it is very agnostic to what kind of categories you are in what is your business objective what are what is the proposition you want to reach out to the consumer but effectively from a media point of view what is the mix that works is something that will rule the roost so 65 35 will this change like in the next 3 years do you think this will become 50 50 or do you think it will stabilize at somewhere it will because depending it all depends how the consumers are right because if it has changed from 80 to this number it is because how the media consumption has changed over the years so therefore it is very difficult for me to forecast in 5 years how it is going to be but if this is the the trend that is so it all depends on because from a marketing point of view we need to be effective in what we are doing we need to reach out to the consumer without much of wastage so how the entire thing transpires is going to determine the percentage of media spends clear what is your take so I am going to answer in 2 parts but I will make it short okay so one is that maybe we will talk about India addicts what is the India addicts expenditure obviously digital is coming up and you know the saliency of TV is reducing by the year maybe 1 or 2% right now I think they are at some 34% while digital is at about 58% etc right so you can see that the addicts is favoring digital the growth is also much higher for digital etc however if you look at the mix of advertisers on TV versus digital the difference is very very stark like on TV 45% of their addicts is from FMCG 20% from Ecom and then the rest of it comes up like real estate or consumer durables and all of that while on digital almost 65% of the addicts is from SMEs so which is you know right from a home baker to a person you know doing some delivery etc all of that is part of that huge chunk of 58% of addicts right and FMCG is only about 6% and Ecom is only about 13% etc and these are all industry numbers I'm sure it will keep changing agency to agency but that's where it is so the addicts will keep you know favoring digital and digital is going to keep on growing TV is going to keep on reducing the addicts and the digital growth is mostly because of the SMEs and the smaller newer brands which are coming to the to play rather than the traditional guys changing their media mix drastically having said that I'll come to Britannia we were at maybe see as I said we are probably the most efficient meal for an average Indian or below average Indian right so you can actually fill up your stomach with a Rs 5 biscuit pack right from that perspective we've always felt that we need to do that efficient mass reach etc we were at a 6% to 7% digital salience see maybe 5 years ago now we are at about 15% to 16% right that's also partly because we are also premamising our franchise we are also looking at maybe health cohorts separately etc and that is how the spends also have moved but that movement is here and here to stay and lastly I will say I won't know whether it is going to go really high etc because these are all experiments that we have done in the last 2-3 years business results will also decide whether we will keep going in that same steady growth for digital investments saliency otherwise it's always going to be a beaten watch so as far as the addicts is concerned estimates say that the digital spend is actually higher than TV when you look at the overall world right and I guess if you project it in future the trend will be it will start growing slower than what it has but it will be growing faster than TV so somewhere it will TV reach is stabilised I don't think it's I mean it's declining slightly over the years and I guess pricing will be under pressure as a function of demand and supply so we don't I don't see it growing but I see it having a significant percentage at least for the next few years as far as collier is concerned and we have 2 big pillars one is the co-opants and one is driving premiumisation those are our 2 sort of pillars of growth on TV planning and reach planning I think we've optimised and I think we've done a good job of getting to those reach levels right so just it will be a function of business and which brands do we invest in but if I assume that premiumisation is a bigger lever of newer launches and more things coming the shift towards digital will be more just as a function of you know of the mix so even if you hold TV with newer investments coming in the mix could the growth on digital is going to be higher Sandeep would see your point of view on the overall so fortunately Shimaru has a good share in OTT in YouTube in its own OTT Shimaru me and our channels so I'm not afraid of all these words what I actually feel is advertisers change consumers wherever whichever medium can provide that set of consumer that any particular brand is looking for will do on a larger base when we see that okay the ecosystem of TV the ecosystem of digital for a fair share definitely because the growth rate of digital is higher as a consumption also it will definitely grow higher because and as you correctly pointed out there is larger influx of business which is coming and everybody is trying to know if they have to grow they have to advertise they have to have their share of voice that also is increasing not that it's a limited kitty which is now getting lesser for TV and going all together for digital TV revenues are decreasing to the expectation that they were planning for for sure right but the growth is definitely in commensurate to how things are changing if at TV we have to increase our share we have to increase our content offering to the larger mass and when there is there is limitation this is all the kind of regulations so I mean I mean I mean agreement that there will be a less growth for TV and digital differently but that doesn't mean that TV will be sulking that TV would not grow it has to be optimized even for TV the digital like the connected TV is the same option right it's just moving on the same medium to a different medium or how we at TV we have to figure out how do we make it more interactive to technology changes and if that happens in future advertisers will come it's because it's completely not the medium it's the complete it's the viewer if we can catch up the current kind of viewer the advertisers will be moving to whichever side possible I think we had a very interesting discussion while we started off by like you know me posing a question saying TV is dead but it's clearly you have to stay TV has a very important role to play we've the another very like I think heartening news for a lot of broadcasters is impact plays a very big role and and we've got three large advertisers here who believe in the power of impact the visualization is the third point which we picked up that regional India being such a strong regional market again TV plays a very important role I think the point which we couldn't discuss and obviously because of time is on the measurement part and while we had an offhand discussion that TV is the most measured medium so overall I think we've reached a sort of a conclusion that TV is here to stay it's not like while there are rumors and you know whatever going around but there is a long way for TV any any questions or anything from the audience before we sort of wrap this up yes Gaurav and we forgot to mention news also plays a very important role so thank you yeah firstly Jay and the entire team there great thoughts from all of you take it as a great sign of encouragement we'll come back to you with increased budgets on TV having said that what I want to know is see one aspect that you largely covered was the reach impact little bit measurement but one aspect that I would like maybe all four marketers to throw some light is how do you see the TV environment playing for content no branded content has become a very large part of you know conviction and building conviction especially during COVID it was seen that brands that had actually built conviction for their franchise actually performed well in COVID these are these brands that did not do that they were only busy doing transaction and ROI analysis so fundamentally do you as marketers see the role of TV being important in content and is that relevant for your brand anyone would take that up actually content has to be defined based on what you want to do right what's your purpose and what's your objective is then you then decide whether what kind of content and storytelling do you want to do so for example if you pick up a bigger agenda which was like Swachh Bharata whatever and then therefore you want to have content creation and use different kinds of you know whether it's influencers create educated content is then when you start looking at okay if I want to there has to be an objective then you will create something and then you will measure against that and I guess the channel then is chosen based on again what is the role of the channel so it could be news and I know news a lot of these things happen because I guess news is perceived to be a credible platform it is it is a platform where you get you know influencers and you get people talking and it's generally educated but like I said there's no it is again a function if you have a mission to build oral health in India and if as part of that a content strategy which is beyond just brand advertising becomes a serious part of our communication mix then we will go out and create the content and then it we may not just do it on one channel then we'll also figure out where do we want to do it and then how can we do it and what it takes to do it you know so I think it stems from what's your purpose what's your mission and therefore you know do you need a content strategy thank you thanks I believe in an interesting time Jay would you like to have your closing remarks yeah we close the discussion you know where we started off by saying that you know what's the role of TV and we clearly believe that TV has a important role to play there are there are genres which continue to sort of define the advertising plans such as impact news Hindi GC regionals play a very important role yes probably the mix might go as per what the consumer is viewing so TV digital might grow a little faster than TV but TV is here to stay thank you so much Jay on curating such an excellent conversation with all our eminent leaders may we request a big round of applause for all our eminent panelists who have joined us today one last bit of course we'd like to have the hashtag e4m TV first moment to be in place and for that if I may request Nazia Avi Rehman editor with e4m to kindly join us and help us with the felicitations so maybe first up I would love to thank Mr. Jay Nala thank you so much thank you so much Madhu thank you so much Ria thank you Priyanka thank you Sandeep and if I may request all of you to please come together as a group photograph let's get the final moment in a hashtag e4m TV first my ladies and gentlemen that was a great session on optimizing media channels for advertising impact and I hope there's a lot to take back from every session you've been a part of a lot of key learnings have happened so far and we hope that you keep growing in your professional endeavors thanks to conferences and summits like these well with that a big thank you to all our panelists so ladies and gentlemen with that you've been a fabulous audience we'd like to humbly thank each and every one of you of course we would now request you to kindly step out as we have now time for us to revamp this arena for our awards which is coming up next if you are a part of it we request you to kindly re-register at the registration booth this is me Bhavna Bhatia signing off for today and we might want to leave with the partner presentations for all of you