Jammu PP (F) 23.10.07 (2)
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Transcript of Jammu PP (F) 23.10.07 (2)
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EMERGING MEDIA SCENE
by
ashok ogra :
director, apeejay institute of mass communication,
dwarka, new delhi
Formerly : Vice President, Discovery Channel ( South Asia)
Faculty, Film Institute, Pune
Jammu University (2) 23.10.07
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Without Work, all life goes rotten,
but when work is soulless,Life Stifles and Dies
Albert Camus
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Customer : I want a pair of jeans?Sales Girl : Do you want them :
Slim Fitor Easy Fitor Relaxed Fit
Do you want them Baggy or Extra Baggy
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Do you want them :
Stone washed orAcid washed or Distressed
Do you want them :
Button-fly or Zipper Fly
Do you want them :
Faded or Regular
( Buying Jeans a Trivial matter but it suggests )
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45 different car stereo systems
42 different computers
27 different printers
110 different televisions
30 different VCRs & 50 different DVD players
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40 options for toothpaste
150 lipsticks
75 eyeliners
90 colours of nail polish
( All from one brand alone )
Age of Multiple Choice ?
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How Can Entertainment be Far Behind ?
WE ARE LIVING IN AN ENTERTAINMENTECONOMY, AND ENTERTAINMENT NOTAUTOS, STEEL, OR FINANCIAL SERVICES ISFAST BECOMING THE ENGINE OF GROWTH
OF THE NEW ECONOMY.Michael J.Wolf
AGE OF CHOICE
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Fastest growing Sector of the Economy :
Entertainment : Double Digit
Other Industry : 5 %
( Today UK employs more workers in EntertainmentSector than ever did in hey Days of Coal Mines )
ENTERTAINMENT ECONOMY
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HOUSEHOLD SPENDING :
Clothes : 5 %
Health Care : 5.2 %
Entertainment : 5.4 %
( Movies, Television, Videos, Music, Radio, Papers, Casinos etc)
Earnings from Spice Girls more than British Steel Industry
ENTERTAINMENT ECONOMY
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STAR & BRANDS
See a Movie because of Julia Roberts / John Abraham
Television Show because Smriti Irani Buy a Computer : Intel
Dress from Raymonds
Brands & Stars become Same Thing : Stars Attract us to Entertainment Products
Brands Attract us to other Products
ENTERTAINMENT ECONOMY
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2006 : US $ 1.7 Trillion
2011 : US $ 2.2 Trillion
GLOBAL ENTERTAINMENT INDUSTRY
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BIRTH
Stage I :
Single Channel (or Broadcaster)
DominationNo Choice
Mass Audiences
Massification
( Instrument for both Propaganda +
Empowerment)
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GROWTH
Stage II:
Satellite Xssion
a) Birth of Popular genres channels : 1970s +
1980sMovies, Sports, Music, News
HBO, MTV,
Result : TerrestrialBcaster Monopoly under siegeAudience Segmentation
choice
DEMASSIFICATION
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Stage II:
1990s : Advent of Niche channels
-Non Fiction :Discovery Channel,NGC-Movies : Zee Movies, Star Movies
-Sports : ESPN, Star Sports,
-News : NDTV,Aajtak -2000+ : Religious
GROWTH
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Choice Multiplied
Audience Demassified Satellite channels Audience further
fragmented
MASS FRAGMENTATION
GROWTH
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MEDIA & ENTERTAINMENTINDUSTRY SIZE
India
Growing at 18%
43700
100000
0
20000
40000
60000
80000
100000
120000
2006 2011
in crores
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Key Media Growth Indicators :
Higher Entertainment Consumption- Higher TV Consumption
- leading to higher viewership
- Higher Viewershipleads toa. More advertising
b. More subscription
GROWTH TRENDS
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GROWTH TRENDSRevenue Increase : Other factors
i)
Piracyl
aws becoming toughii) Increased interest abroad in Indian
Content
ii) Better marketing of programmesoftware
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0
10
20
30
40
50
60
Pre
33.3%
TV
52.1%
C+S
23.7%
FM
16.5%
Cine
28.5%
Cine
FM
C+S
TV
Pre
MEDIA REACH
ALL INDIA (in Percent ge)
Tot l E timated Individual (Million): 728,296
(Doe notinclude: K
ashmir
,som
esta
tes
of NE, A& Nicob
ar...)
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19100
51900
0
10000
20000
30000
40000
50000
60000
2006 2011
Television
INDUSTRY SIZE : INDIA
in crores
I hate Television. I hate it as much as I hate Peanuts.
But I Can Not Stop Eating Peanuts.
Orson Wells
No. of TV channels : 300 500
(2006) (2010)
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INDUSTRY SIZE : INDIA
Filmed Entertainment
8500
17500
0
2000
4000
6000
8000
10000
12000
1400016000
18000
20000
2006 2011
in crores
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1 85
1
15
5
11
Print Media
INDUSTRY SIZE : INDIA
in crores
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INDUSTRY SIZE : INDIA
Advertising
16300
32600
0
5000
10000
15000
20000
25000
30000
35000
2006 2011
in crores
In Good Times, companies want to Advertise ;
in Bad Times, companies have to
Advertising Age
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INDUSTRY SIZE : INDIA
Internet Advertising
160
950
0
100
200
300
400
500
600
700
800
900
1000
2006 2011
in crores
2006 : 37 million users
College students : 322 mts. a week
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Birth, Growth & Future : Television
Three Stages ofBroadcasting Evolving :
Broadcasting
NarrowCasting
PersonalCasting
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FUTURE SCENE
Stage I :
Terrestrial Channels -- MassificationStage II :
a. Satellite Channels : Demassification
b. Niche Channels : Fragmentation
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FUTURE
Launch ofSpecialised channels:
a. Theme : Kids, cartoon, APL,Golfb. Audience : Youth, Women
c. Genres : Fiction , Non-Fiction, Reality
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FUTURE
CONVERGENCE :
Watch television
Become interactive
Read your mail
Order something/ transaction
Birth of TIVO
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FUTURE
CONVENIENCE :
Introduction ofElectronic programming
Guide : EPG Enables viewer to effortlessly search for
specific program
Navigate by Category,Channelor by Time
Provide plot summary
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TECHNOLOGY CHANGINGTECHNOLOGY CHANGING
TV FOR A BROADER ROLETV FOR A BROADER ROLE
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CHANGING MEDIA CONTOURS
Today : Satisfying TV viewer`s
RIGHT to LAZE
Tomorrow : Satisfying
customer`s RIGHT to ACT
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Careers in Mass Communication
Journalism
Advertising Communication Design Film Production Electronic Media
Media Education Research
MASS COMMUNICATION
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Journalism
Reporter
Sub Editor Feature Writer Columnist Section Editor
Editor-in-Chief Photo Journalist Translators
Careers in Mass Communication
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Communication Design
Graphic Design Animation film Video Programming
Careers in Mass Communication
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Electronic Media
Media Research
Script/Screen play writing Production Production Assistance Programme Execution
Transmission Execution Announcing News Reading
Careers in Mass Communication
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Film Production
Film Direction
Cinematography
Sound Recording/sound engineering
Film Editing
Careers in Mass Communication
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Tomorrows Career will be neitherLINEAR nor CONTINUOUS
Instead it will be more like aZIG-ZAG COURSE.
Tom HortonChairman: American Management Association
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In a country like ours, where childrenare named after film/television stars
and screen icons are revered with thesame fervour as religious ones,entertainment is a much more than justa leisure activity. It is a necessity.
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Thank you