What could have been better?

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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.