There are the amendments to the cable TV regulations that the Cabinet had earlier approved. Then there is the direct-to-home issue, which is being discussed by the group of ministers following the preparation of a note by the information and broadcasting ministry. Will the Prasar Bharati be allowed to stay as it is with the corporation's status based on the 1990 regulation? And that too headless?

In all probability, the sector will enter a period of uncertainty again. For answers one has to only hark back to what the BJP did with the regulations framed by previous governments. It basically undid some of the earlier government's decisions. However, on the whole it seemed to be making sincere efforts to open up broadcasting. It took the decision to pass regulations relating totelevision outside of a comprehensive act through ordinances and executive orders.

It decided to do that as it believed that there was no way it could get a Broadcasting Act passed in Parliament. The BJP-led government eased restrictions on uplinking by private firms, it got tough with the Prasar Bharati, it was seeking to allow Ku-band broadcasting, regulations relating to advertising and programming on television were being framed. With the exception of the last, the remainder will now gather dust.

New look Vijay TV

TAMIL channel Vijay TV has been relaunched with a new logo and supposedly better targeted programming. The Teleshopping Network promoted by Ronnie Screwvala of UTV-fame, Warburg Pincus, and others have invested in the channel after liquor baron Vijay Mallya decided to pawn it off.

The channel is aiming at a younger audience and increased entertainment is in the offing.

Will it do well? Or will it continue to founder as the No. 4 Tamil channel? It's unlikely that it will climb tothe top of the Tamil rating charts in the short run. The initial excitement around the relaunch of the channel is likely to attract viewers. However, the management will have to gear up for a fightback from market leader Sun TV, Raj TV and DD-Tamil. These channels are not going to sit quietly as a resurgent Vijay TV throws a challenge to them.

Vijay TV managers will have to take care and offer programming that will sustain viewers' interests in the medium- to long-term. It will also have to resort to cut-throat advertising pricing to wean away advertisers from its rivals. One advantage it has are the deep pockets of its investors. That should help see it through in the long term.

Advertising tips

Here are some tips for advertisers even if they are coming from distant China. According to Advertising Age, a study conducted by Grey China has shown that most western companies and agencies don't know how to reach out to Chinese consumers. The study can be correlated to the Indian market.

Conductedamong 12 groups, it has focused on 17 to 21 year old students and rich 25 to 35 year olds. One viewpoint is that ads created by foreigners are standouts in that they either are too far-fetched or traditional or tribal to be real.

The survey has shown that the urban Chinese feels that they have modernised rather than westernised and should be treated as such in terms of communications directed at them. It has revealed that while consumers in China want product information in advertising it would also be useful to differentiate based on higher-order emotional benefits.

The survey has highlighted the fact that marketers should take care to focus on personal enjoyment; not personal indulgence. It has showed that consumers want products and brands to stand up not stand out through the use of unconventional or rebellious advertising. Advertising, consumers say should appear knowledgeable but not critical, especially of authority. It should be assertive but not aggressive; and encourage cultural openness whilerealising Chinese consumers see themselves actively selecting what is right and appropriate for them.

The survey's findings are quite similar to those of Indian surveys on advertising. Any lessons in this for you marketers?

The writer is the editor of The Indian Cab&Sat Reporter. Feel free to e-mail with your comments to television@vsnl.com or television@hotmail.com