Convergence of Media – the Buzz word

Peep into any industry, convergence of media is the buzzword. Apart from focusing on creating content for their core media, which is television, most TV companies are looking for a presence in other media such as mobile or Internet. For instance NDTV and Aaj Tak are already present in this arena. Recent companies in this arena are:

  • sunsilkgangofgirls.com launched by HLL to promote the Sunsilk brand.
  • TV18 have a 360-degree approach where we will be engaging with our viewers and users using all available platforms such as Net, voice, SMS, WAP.
  • Princess range of toys after showcasing them on TV, movies, books and also on the walls through Nerolac Paints. The idea is to create multiple opportunities for kids and families to experience their favourite characters and stories.

Even there is a big money in this sector. For example Indian Idol got more than 55 million votes via SMS between November 2004 and March 2005. At Rs 3 per SMS, that is Rs 16.5 crore. The telecom companies made Rs 11.5 crore and Sony about Rs 5 crore. Also e-commerce, which shows an approximately 100 per cent growth year on year from 2003-2006, is estimated to grow by approximately 95 per cent in 2007.

Its actually television which has made great strides in activating consumers of mobile and Internet. Some the programs that activated comsumers are:

  • MTV Roadies
  • MTV Immies
  • Ticket 2 Ride
  • KBC2
  • Indian Idol

The challenge for the industry is to educate the consumer to use the various media. The industry will not grow unless the consumers are educated. Also the need of the hour is to generated adequate content which is passed through various media – a true convergence!!

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