Media & EntertainmentThe Changing TimesViren PopliSVP & Head, Mobile Entertainment

STAR India

8th May, 2008

Mass Media is impacted by…

Environment

•Growth▫Stock Market▫Real Estate▫Funding/M&As

•Evolving Technology•Media & Entertainment options•Pressure on consumers time

Consumer

•Usual Suspects▫Language▫Geography etc.

•Younger•Mobile• Informed•Comfortable with technology

Consumer

Birth Date

Reward for good behavior

Media Exposure

Desired Birthday Present

Got taken away for bad behavior

Desired Friend touch point

Consumer

Birth Date Pre-1970

Reward for good behavior

Toffee

Media Exposure Binaca Geet Mala

Desired Birthday Present

Toys

Got taken away for bad behavior

Sent to bed

Desired Friend touch point

Letter

Consumer

Birth Date Pre-1970 1980-1990

Reward for good behavior

Toffee Chocolate

Media Exposure Binaca Geet Mala

Chitrahaar

Desired Birthday Present

Toys Walkman

Got taken away for bad behavior

Sent to bed Cycle

Desired Friend touch point

Letter Telephone

Consumer

Birth Date Pre-1970 1980-1990 1990-2000

Reward for good behavior

Toffee Chocolate Fast Food

Media Exposure Binaca Geet Mala

Chitrahaar STAR

Desired Birthday Present

Toys Walkman Discman

Got taken away for bad behavior

Sent to bed Cycle TV Time

Desired Friend touch point

Letter Telephone E-Mail

Consumer

Birth Date Pre-1970 1980-1990 1990-2000 2000 +

Reward for good behavior

Toffee Chocolate Fast Food Multiplex/Mall

Media Exposure Binaca Geet Mala

Chitrahaar STAR Take a pick!

Desired Birthday Present

Toys Walkman Discman IPod

Got taken away for bad behavior

Sent to bed Cycle TV Time Internet Access

Desired Friend touch point

Letter Telephone E-Mail Mobile/Social

Networking

Consumer

Birth Date Father Mother 1st Child 2nd Child

Reward for good behavior

Toffee Chocolate Fast Food Multiplex/Mall

Media Exposure Binaca Geet Mala

Chitrahaar STAR Take a pick!

Desired Birthday Present

Toys Walkman Discman IPod

Got taken away for bad behavior

Sent to bed Cycle TV Time Internet Access

Desired Friend touch point

Letter Telephone E-Mail Mobile/Social

Networking

Consumer

Birth Date Rural India Class 2 towns

Class 1 towns

Metros

Reward for good behavior

Toffee Chocolate Fast Food Multiplex/Mall

Media Exposure Radio Terrestrial TV/DD DTH

Cable Television

Take a pick!

Desired Birthday Present

Toys Walkman Discman IPod

Got taken away for bad behavior

Physical Punishment

Cycle TV Time Internet Access

Desired Friend touch point

Letter Telephone E-Mail Mobile/Social

Networking

Content

•Expensive•Cheaper•Digitized•Long Tail•Creative Options

▫Dramas, Reality, Interactive, Tele-Novelas, Game Shows, Bollywood, Hollywood etc.

•Execution Options▫Animation, HD etc.

Technology

•Faster▫Centrino Duo, Broadband, IM, You Tube

•Easier▫One touch, GUI

•Cheaper•Smaller•Portable•Connectable

Delivery

•Cable•Digital Cable•DTH• IPTV•Streaming

▫Internet▫Mobile

•Mobile TV•Physical Forms

▫DVD/Memory Stick/Side Load

Advertisers

• International•National•Regional•Local•New Players•New Categories•More Scattered•More Consolidated

Regulation

•Rapidly changing•Trying to keep up with evolving technologies

▫Potential bottle neck on new technology•Populist approach•License raj hangover

Challenges of Mass Media

•Will these changes be gradual or sudden•What is Mass Media?

▫Is “New Media” the future Mass Media?•Will existing content work on mobile/internet•What will the face of media be in the future•Most importantly where to invest?•When is the right time to invest and how much