Exchange4media conclave raises issues, seeks to find solutions

The seminar (workshop) was inaugurated by Subhash Chandra, chairman, Zee TV. Addressing a huge gathering of media and marketing fraternity, Chandra said: “In the last 10 years, I am addressing such a formal gathering for the first time. What really works is keeping your eyes and ears open. What you learn from every moment assists you through your life.”

Chandra also said he had anticipated the exponential growth of electronic media industry a decade back, and his projections that it would be a Rs 10,000-crore industry have proven to be more than true. “This year the industry, in all probability, would grow to Rs 15,000 crore. And in the next five years, it would grow at the rate of 35 to 40 per cent.”

When asked about the impact of conditional access system (CAS), he said: “We as an industry should have come together and done it, instead of the government doing it. We would probably start at the zero level once again. Viewers would tell us what they like and what they don’t. I am sure it would be a win-win situation for both the industry and the subscribers.”

Chandra’s inaugural address was followed by the three sessions: The first was ‘Are the clients getting the best returns on investment (RoI)?’ The panel for this session comprised Sam Balsara, CEO, Madison Communications; Ishan Raina, CEO, Euro RSCG Communications; Paulomi Dhawan, VP, Raymonds; Kevin Eyers, Alta Vista; Elkana Ezikiel, VP, Johnson & Johnson; Rohinton Maloo, CEO, Cutting Edge Media.

The panel pondered on the issues that have somewhat reduced the RoI on media spend. The discussion was triggered of by the moderator for the session, Anurag Batra, CEO, exchange4media.com.

Balsara agreed that RoI has sharply dropped. “It is not the fault of one segment. What should concern all of us sitting in this room is how to enhance the growth of media industry, which to some extent depends on RoI the clients get. Media owners should be the ones really worried as a drop in media spend would hit them the most. “Most of the clients are confused as to how to get optimum value out of the budget.