I attempted a different format. Do check the slideshow below.
Monday, June 30, 2008 by Arvind Iyer
I attempted a different format. Do check the slideshow below.
Labels: opinion, retail, sales 0 comments
by Arvind Iyer
The Line of Google's perception of privacy:
"People are ok with ads that are targeted on what they are doing, but not necessarily with who we think you are. We are very careful about that" - Eric Schmidt(CEO, Google)
There are many such interesting insights in this interview of Eric Schmidt by Ken Auletta.
(Link : Total length 56min)
Labels: google, interview, recommended, youtube 0 comments
Tuesday, June 24, 2008 by Arvind Iyer
SET Max and Star Plus launched high profile quiz-game shows this summer, spending close to a crore on its hosts for each episode.Sadly for them, the two game shows on television aren't doing well at all. Dus Ka Dum hosted by Salman Khan on SET MAX delivered 2.5 TRP ratings on the day of its debut (June 6). Shah Rukh Khan's quiz show, Kya Aap Paanchvi Paas Se Tez hain, on Star Plus got a first rating of 4.61 on April 25, before it dropped to 1.97 on June 6. For comparison: the inaugural IPL match between Kolkata Knight Riders and Bangalore Royal Challengers had 7.2 TRP. [Source]
Definition of TRP (For those who aren't clear about it)
TRP is measured by TAM Media, a joint venture between AC Nielsen and IMRB. They monitor TV habits in Class I towns (population greater than 1 lakh). One TRP point indicates that 1% of the population was watching the show. When used for the broadcast of a program, usually the average rating across the duration of the show is given. [Sources 1,2,3]
I was amazed to note that the sample covers only approximately 7000 households (translating to 30,000 respondents) across India, represnting around 35 million television households. Whereas across India there are close to 100 million households with a television set! Anyway, I'll continue the article with the assumption that the data collected is representative of the whole population.
What went wrong ? Was the problem in the show promotions ? No. In fact, both channels made heavy investments for that too. Star Plus definitely did a better and more rounded campaign than SET Max:
- Lots of humourous TVCs about normal people claiming that they are better than 5th graders(like this)
- A song-and-dance featuring Sharukh and the kids featured on the show (here)
- game tie-ups with Indiagames [Source]
- some viral campaigns too [Source]
In comparison, DuskaDum's campaign had been lacklustre.
- There were a bunch of brief 10 seconds promos announcing the name of the show followed by a key sponsor. These were mainly airted during the IPL matches (Note to SET : the fact that L'Oreal or LG is the sponsor is not an incentive for me to watch the show!)
- In a few others, Salman Khan would swagger up to the screen and mumble something about Dum.
- A song-and-dance sequence featuring the host himself (here)
- And of course, they had to start a blog about the show by Salman. They didn't even give the poor thing its own domain, hosting it on Blogspot. It is regularly updated, boring and clearly fake.
When the magic doesn't seem to be happening, they try to tweak the format a bit: Like Sony attempting to change from a generic music reality show to K for Kishore to decide a KishoreK prodigy. The singers, saccharine praises and judge antics however remained the same.
Then they try to add more drama: Like the RocknRoll Family show on ZEE where the whole family jiggles on stage in moronic costumes, and Ajay Devgan& Kajol try to cook up praises while adjudging awards like 'Best Dada' and 'Best Dadi'
Then when all ideas dry up, they just up the prize money hoping that'll be the clincher (like DusKaDum).
Labels: celebrity, online, promotion, television 0 comments
Wednesday, June 18, 2008 by Arvind Iyer
"Motorola is expanding its business in Asia. Recently, they launched another one of their Motomusic service in India. It is an added service provider for music or radio and net purposes of mobile phones. Bharti Airtel will be the first telecom to offer Motomusic." [Source]
Although the official website for Motorola isn't reflecting this change yet, I am hoping for an early rollout of this service. Given the proliferation of MP3 enabled mobile devices, a formal channel for music download is an imperative for the music business. I also happened to watch this video in the series Authors@Google with Don Tapscott. He is the author of the book Wikinomics - How Mass Collaboration Changes Everything . He made a wonderful statment about the music industry.
"Music should become a service, not a good....Nobody will steal music. You will never want to take possession of a song, if for say $7 you can have access to any recorded music ever, and any kind of service around it - say Mike Jagger's favourite folk songs."
The first statement is quite astonishing. What it implies is that once re-engineered, the cost structure of music business will be completely different. we won't be paying for the storage, manufacturing or distribution costs for music. Since the medium will be MP3 (or evolved versions of that), those heads come down to almost zero. Instead the payment will be for useful information. The MP3 will just be a part of the service. All the tagging, ranking and 'iLike' activity on platforms such as Facebook will actually be little computational activities that help sort the music according to taste, popularity etc. As such music choices is heavily weighed down by a bandwagon effect (choosing what others seem to like). Hence I'd gladly pick and choose those titles that are popular or sorted well. Another interesting effect of this shift is called The Long Tail - which is a shift in revenue proportion from mass-market v.s niche titles.
I hope the Indian music industry will embrace this well :)
p.s - Seth Godin recently wrote a similar piece for the publishing industry, which itself is going through a major shift. Read it here.
Labels: google, motorola, music 0 comments
Tuesday, May 27, 2008 by Arvind Iyer
Chetan Bhagat recently (8th May) launched his third book titled 'The 3 Mistakes of My Life'. Is it a success ? If sales are your primary criteria, then yes! His first two books 'Five Point Someone' and 'One Night @ the Call Centre' sold over 7 lakh copies. While this book sold two lakh copies in the first two days of the launch! [Source]
What we'll attempt to do in this post is break down this success into parts, so that it makes sense.
The Book
Remember, this is the 3rd book by Chetan Bhagat (CB). So the story is spelt out quite differently for the launch. Expectations for the new book are defined by the previous experiences with the author, which have been quite encouraging for readers. There have been others who tried to emulate his success - like Joker in the Pack. These have not succeeded. In fact, it was a pain to unearth their book titles. They just didn't deliver.
Of course book number 3 can't purely ride on the success of the previous books or the hype associated with the launch. Yash Raj's movie Tashan provides an excellent analogy for "Overpromise and Underdeliver." The reviews for the movie (online and WOM) were so vile that it sank within 3 weeks. The hype won't ever be a substitute for the book.
The reviews for the book over the last 2 weeks have been satisfactory. Given the positive vibes for this release, sales should match or exceed that of the previous books.
CB will be conquering the 'Pop Curve' - which Seth Godin depicts in this graph above. The curve to the right caters to a bigger market - the people who don't want to try things too edgy or focussed - a wide set of customers who want to read books that are good (not necessarily great) and don't really want to get into make specific choices (jargon: dissonance reducing behaviour). John Grisham is another example of an author riding the right curve, while Jhumpa Lahiri would definitely be on the left.
(On a different note, I find the music business in India to be focusing solely on the right curve. There aren't any niche artists at all.)
The Author
Chetan Bhagat has a cheerful and chubby face. Seriously - you don't expect an IITian to look this smart. In fact, when I googled IITian, one of the first pictures turned out to be of another IIT-IIMA guy. This one is more stereotypical and realistic!
Labels: bigbazaar, book, chetanbhagat, retail, review 0 comments