It was supposed to be an interview of the I&B MinisterSushma Swaraj on a leading TV channel, but it turned out to be somethingelse altogether. By the end of the hour-long interview, one was convincedthat it was Ms Swaraj who was grilling the two young anchors of the channel.In her usual direct manner, the minister first attacked the anchors forcontinuous reference to American examples, particularly the AOL-Time Warnermerger, while asking questions on cross-media holdings.
If that wasn't enough, she then threw all caution to the wind andreprimanded the channel for obstructing upcoming competition. The ministerdidn't mince words while saying her say on media cross-holdings. Drawingattention to this channel's ownership of a cable network, she pointed outthat it was their cable network which had tried to block some new channelsfrom being aired. Going by her recent activities (monitoring FTV and banningsome advertisements on the ground of obscenity), Ms Swaraj was just beingtrue to her image...she's a no-nonsense firebrand type. It's the poorwounded anchors which concern eavesdropper more! Cheers, mate! After UDV'sSmirnoff, it's now Radico Khaitan's turn. We're talking about revisedmarketing strategies in the aftermath of the ban on liquor ads on satelliteTV. But while Smirnoff restricted itself to running its old ad, minus thecorporate logo, for a Valentine's Day public message, Radico was lessinhibited. It first launched apple juice. It then proceeded to run anad...not a spanking new one, but its 8 PM whiskey ad showing two armedforces personnel sharing a bottle through barbed fencing.
A smart move by the company considering the popular ad's high brand-recallvalue. What's more, coincidentally or not, both whiskey and apple juice havea similar colouring. Since everything's above board and completely legalabout this, ITC and VST could learn a thing or two from these companies,provided the new Tobacco Bill is passed by the Parliament.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
