Q3 MANTRA:
Smarter Operations, Better Results
By Dipali Banka

Nobody really doubts the Indian media growth story. And the recently announced Q3 (Oct-Dec) results for the fiscal year 2010 reiterated the flexibility that the companies in this sector have once faced with a certain degree of pressure. Third quarter last year was an exceptional quarter, when the slowdown in the advertising markets and the increased cost base resulted in lower advertising revenues, while profits declined by 20 per cent to 80 per cent. This year, improved macroeconomic conditions have resulted in better ad inventory offtakes. Advertisement growths in regional media platforms continue to outgrow national media counterparts and domestic subscription revenues are consistently going upwards for broadcasters. However, what has really come forth is the effective cost control measures by the companies resulting in more than expected margins. “The view that media companies operate on a fixed cost basis, has been proven wrong consistently,” noted an analyst.

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Budget 2010: Boom or Blues?
By Team impact

When the economy was in doldrums for most of last year, there were a few sectors that played the game a little differently and convinced the end users to get rid of dejection by patronizing their services with full gusto. One such sector that played Santa Claus to a T was media and entertainment (M&E), which managed to churn out monies from the hole-ridden pockets of the consumers without much effort.
As the industry awaits the announcement of yet another budget, hopefully not as grim as the last one, we collate views from the industry on their expectations and what can be done to draw the government’s attention towards the shortcomings facing the several domains.

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10 lessons for marketers from @AnandMahindra

Did you know “Advertising comes from advetere: to draw attention to [literally to turn towards]”. I didn’t. I just happened to read it online a moment ago. This set me thinking on how dramatically the rules of engaging consumers have changed in the digital decade.
But why do marketers find engaging consumers online so difficult?
The corporate firewall has collapsed.
Your corporate/product brand is no longer safe and protected behind the TV screen or corporate brochureware site. Consumers expect to talk to you, and expect a response.
The consumers are truly in control.
Their world is now social, as is more than half the Internet. You Tube, Facebook, Twitter, Blogs-these are some of their channels of self expression and conversation. Your presence is not on your terms, but theirs.
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