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(referring to the IBF recommended ad-spot rate hike on television channels) it speakers talked about value. The key point made by everyone is that value is going to go up and one needs to look out for value. While something will be available at an easy access nevertheless we need to look at additional value. For example Shiv Kumar, CEO, of Nokia India said that some kind of a media explosion would happen on mobile. We are all aware of this information but the advertising industry is not equipped to build on it, monetise it and leverage it. So that’s area for food for thought. Similarly on the session on media value, speakers talked about how some television properties are selling at a premium like ‘Panchvi Paas’ on Star Plus. But at the same time some media like digital are under-leveraged. So if there is any learning that we could bring from television and print and implement on digital. That was the basic thought. And in that value a number of good ideas came out. It was 500% better than last year’s conclave and it addressed specific issues faced by the industry today. A number of marketing professionals and specially clients participated this, which was lacking last time.
The sense I got that there are three aspects to the Goafest. One was fun for the youngsters. Second was the award. Third was deliberation of the future of the industry.
This was brought forward mainly by the speakers from Nasscom and they gave a very vital point. They gave an analysis as to how Nasscom came together to held the IT industry in the power economy. They said that though the advertising industry was critical it is a bit divisive and so we need to get together and represent it to the outside world in one voice. And the whole Nasscom story that they revealed was very motivating. When they initially came companies were reluctant looking at their own organisations interest rather than industry interests. They were looking at short-term gains because of the multinational culture. And then Nasscom made the industry more inclusive. So advertising and media industries should look at the Nasscom example and become more inclusive. The whole eco system including broadcasters, print, radio, advertising agencies, media agencies, digital agencies, Out-Of-Home agencies and everyone involved in the process will be benefited. And the most important thing they raised that the...
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