Pete Davis, managing director of innovative marketing ideas search engine Getmemedia.com, considers the role of brand managers in media buying. 
 
MUMBAI: Traditionally, the way brand owners buy their media has been built on a three-way relationship between the brands themselves, media owners and media agencies. However, with the arrival of various platforms and channels that are encouraging marketers to take more control of this and buy their own media direct, we are seeing an increasing commoditisation of media.

While I fully support marketers taking a greater interest in and more control of where their media money goes, I think we have some way to go before trading media direct becomes the norm.

It is very possible that technical media like online will be bought directly by brands to a greater extent in the future, as this medium often supplies clear reporting data with click-through rates easily to hand. However, the notion that this model will be rolled out to encompass TV, Radio, Outdoor and Cinema, as well as other more niche channels, is simply not feasible.

Commodity trading requires a set amount of product (airtime, online ads space), set amount of time and a price. While this can happen with some media like online, and to some extent radio (through sites such as Bid4Spots.co.uk), other forms of media including TV, magazine advertorial and sponsorships, come with add-ons and qualitative aspects that make them a much more complex proposition than a simple numbers game.

The power of these media for brands is not just about buying the relevant space for their target audience as cheaply as possible, but how that space is then used to bring smart ideas to life. Brands are not in the business of doing this, and trying to do so would be a dilution of their core focus ? they don‘t have the time, expertise or infrastructure to perform this role effectively. Furthermore, if all media was bought direct by clients, this could greatly stifle creativity in media and it‘s this crucial ingredient that makes great media campaigns stand out. The best media campaigns aren?t about price, they are made possible by the creative flair, knowledge of the marketplace and the imagination brought by a good agency.

From a purely financial perspective, brands can negotiate on price, and the auctions help this, but they will never have the bulk buying clout to bring the prices down in the way the media agencies do. Economies of scale will always favour the specialist buyer. Also most brands will not know enough to be able to say what the true value of the media they buy is to them, and therefore cannot say if this is a good price or not. Most will simply not have the specialist knowledge about TVRs, deal ratios, OTHs and coverage and frequency etc.

Finally, with so many media channels already to choose from and so many more appearing on an almost daily basis in an ever-growing marketplace, brands cannot expect to keep up with this evolving landscape in the way a media agency can.

This however does not mean that brands should give up all responsibility for media to their agencies. I strongly believe a client?s understanding of media is vital to the success of its campaigns. The more clients are aware of what media owners can offer and how media works, the greater contribution they can have in discussions with their agency partners. I would argue there‘s a vital education role needed from media owners first, before they should expect clients to jump into trading.

A media savvy brand manager is a great asset to the client/agency process, but taking on the buying themselves across complex campaigns is currently a step too far and could ultimately make their campaigns less impactful.
 

Delhi : When the announcement was made for London to host the 2012 Olympic Games, it was an immense victory for Britain. It also meant the organisers would face a number of challenges to make London 2012 the greenest and most sustainable games to date. Discovery Channel?s exclusive programme GOING FOR GREEN ? BRITAIN?S 2012DREAM spotlights Britain?s preparations for the world?s biggest sporting event ? the 2012 Olympics.

London had swayed the International Olympic Committee?s decision in its favour with a radical proposal ? to hold the world?s first sustainable Olympic Games, leaving a legacy far beyond the departure of the Olympic torch. With an estimated budget of ?8 billion, the planning of London 2012?s green Olympic dreams involves creation of parklands, world class stadiums - a gigantic construction project that will not damage the environment, but will enhance it.

Commenting on the programme, Rahul Johri, senior vice president and general manager -India, Discovery Networks Asia-Pacific said, ?After providing viewers with a 360 degree view of the 2008 China Olympics, Discovery Channel will be incorporating unprecedented footage and unparalleled access to provide a glimpse into the extensive transformation of London for the 2012 Olympics, which includes some of the most fascinating creations ever made. Discovery Channel is proud is present the fascinating view of the mega event?s preparation.?

Discovery Channel?s programme GOING FOR GREEN: BRITAIN?S 2012 DREAM provides a detailed view of the challenges faced by the city of London and the administration in building and maintaining infrastructure to support the mega-sporting event. The programme explores the cutting edge technologies used to tackle various biodiversity problems that arise on the way to accomplishing their objectives. It also reveals a variety of obstacles faced in order to bring alive the UK?s biggest and most audacious constructions projects which range from turning semi-derelict wasteland into prime Olympic real estate, removing more than 220 buildings and saving 90% of the materials for later re-use on the site, the clearance of 2 million square meters of land, cutting down more than 50 electricity pylons and burying all the powerlines deep underground in two colossal, 6 kilometer-long tunnels.

In the past, the Olympics have left a glut of stadia too big for use after the Olympic crowds have dissipated. The programme follows the architects and engineers who have set a revolutionary brief - they ust embrace the temporary and build the first world-class stadium that can be partly disassembled, enabling 55,000 seats to be shipped to the next host city to be reused. GOING FOR GREEN: BRITAIN?S 2012 DREAM explores how landscape planners are tackling biodiversity problems by designing over 100 hectares of specialist habitats and in the process mitigate London?s flood risk. The show features experts from various fields who are collaborating to make the games a huge success and showing the way to a better, greener world.

Hear from the people behind the scenes and share their excitement, sense of responsibility, pride and dreams as they each work towards the common goal of making this the most successful and sustainable Olympic Games ever.

Some of the landmark projects include:

? Over 4,000 new semi-mature trees are taking root in the Olympic Park and Olympic Village, which will be the largest one-off planting of its kind in the capital.

? Covering an area of two and a half square kilometres Olympic Park would be the largest British park to be developed in more than a century.

? New habitats for species including: otter; kingfisher; grey heron; bee; and many more.

? Two million tons of earth to be decontaminated.

?Five soil-washing machines have successfully completed cleaning most of the one million cubic metres of soil contaminated with oil, petrol, tar, cyanide, arsenic and lead.

?Over 5km of riverbanks replaced or refurbished and 30,000 tonnes of silt, gravel and other materials dredged from the rivers.

?Includes two 50m swimming pools and a 25m diving tank

? Curved steel structure made up of more than 2,500 sections of steelwork. Shape is designed to reflect the geometry of the cycling track, rising in height by 12m from shallowest point to the highest

Mumbai: Zee Salaam, India‘s first 24 Hour Urdu Infotainment channel, available only on Dish TV, is all set to make the Holy Month of Ramzaan as grand and comprehensive as possible through customized and innovative content on the channel. Continuing its tradition of celebrating various Islamic festivals, Zee Salaam has lined up special and customized programming for the month of Ramzaan. Zee Salaam beams on Dish TV at channel no 786.

Mr. Anil Anand, Business Head says, "Zee Salaam is committed to offering viewer centric content based on the continuous research it does on the choices and preferences of the viewers and always strives to provide a fine blend of traditional and progressive content. Since its inception, Zee Salaam has offered customized programmes for its viewers incorporating importance of Islamic festivals and LIVE happenings from the ground during the festival from across the nation. We hope the viewers will enjoy our offerings for Ramzaan as well."

For the entire month of Ramzaan, specialized content would be showcased on the channel throughout the day incorporating Quran recitals, Hadiths, Azan (5 times a day), Isha Namaz, talk shows highlighting importance and do‘s & don‘ts for the month. The channel will also telecast Ramzaan based Mushairas, Quwwalis, food shows, LIVE Taraweeh from major Masjids across the nation, LIVE Iftaar parties from select cities of the country and the happenings from the Holy Mecca.
 

New Delhi : Cinemax, one of the largest multiplex chains in India recently launched its gaming business in the country?s capital; VERSUS ? a hi-end state-of-the-art gaming zone. Versus is a perfect blend of amusement and edutainment with an array of activities catering across demographics. This hi-end gaming zone boosts a world class bowling alley, education-centered program and special area for birthday celebrations and corporate parties.

The animation and gaming industry has shown resilience in the face of the current economic downturn, growing by over 20 per cent during 2008. India is now seen as a leading destination for high end, skill based activities.

The Indian animation industry is estimated to grow at a CAGR of 22% and gaming industry is estimated to grow at a CAGR of 49% by 2012.

VERSUS includes hi-end graphic games, third person shooting games, imported heavy duty pool tables, dynamic air hockey, among others. The bowling alley offers, the best engineered and highest performing bowling alley in India; from the latest model of Brunswick worldwide GS? Series for the fanatic gaming junkies.

Another prominent feature of VERSUS is that, it is economically viable with affordable rates including additional activities like invitations, host, mascots, magicians and tattoo artists. It has highly qualified and professional staff for the comfort and ease of customers.
 

Mumbai : The New Moon of Ramadan, which signals the start of the most sacred and extended religious observance of the Muslims, is about to rise. During the month long period of abstinence, as over a billion of the devout fast from daybreak to sunset, Amrita TV journeys through the practices, customs and traditions of the most auspicious month in the Islamic calendar, in a Ramadan special programme Puniya Nilavu.

Puniya Nilavu presents a representative collection of conventional songs, typical dance forms and time honoured folk art prevalent amongst the Moslem community of Kerala especially those in the districts of Northern Malabar, along with a series of discussions with eminent Muslims whose lives have been uplifted by the divine edicts and cannons of Islam. It will be telecast everyday of Ramadan from August 1st at 10.30pm UAE .

The programme includes a feast of traditional Muslim devotional songs as well as Qwaalis, the dynamic form of Sufi devotional music and Ghazals, lyrical articulation of the pangs of love, all of which are usually sung in the tranquility of the twilight evenings of Ramadan, after the recital of the sacred duva.

The cadence of the Oppana, the bridal group dance performed during the nuptial ceremony and the rhythms of Aravana Muttu and Duff Muttu, which resound in the villages of Malabar will resonate every Ramadan night in Puniya Nilavu.

A banquet of the delicious recipes of Ramadan, the typical soups, grilled meats, sweets, pastries, puddings of Iftar, the festive evening feast that breaks the fast and Suhour the pre-dawn meal taken before the commencement of the fast , form another delectable segment.

Puniya Nilavu, conveys the fragrance, the essence of the holiest month of the Mohammadeans in which the first verses of the sacred Quran were revealed to Prophet Mohammed as a message ?for all mankind at all times till the end of time? and voluntary abstinence cleanses the spirit and soul to help attain heights of humility, sacrifice and spiritualism.
 

Mumbai : Hungama Digital Media Entertainment Pvt. Ltd, the largest aggregator, developer, publisher and distributor of Bollywood and South-Asian entertainment content, ventures into a dedicated portal for devotees across all religions with the launch of Uninor Bhaktiras. Starting from the devotional music content across six religions such as Hinduism, Muslim, Sikhism, Christianity, Buddhism and Jainism to the soulful numbers rendered by singers like Anuradha Paudwal, Lakhbir Singh Lakha, Sonu Nigam, Anup Jalota, Harbhajan Hans, Suresh Wadekar, users can opt for endless list of devotional music via this service. To avail the Bhaktiras service, customers need to dial toll free number 52777.

One of the most innovative features in Bhaktiras service is that the listener can set an alarm of his own favorite devotional song just by pressing a single key "#". The user can wake up to the enchanting devotional sounds and start his day with a fresh frame of mind at no extra cost! Uninor Bhaktiras is available at flexible price points catering to all kinds of users. Furthermore, the 12 navigational languages of the interactive voice recording make it easier for users to understand and follow instructions in a convenient way. Each religious category has a special zone which serves the most popular & latest content to the users.

The service is supported via marketing ATL and BTL and associated contests. The gratification guarantees to quench the insatiable thirst of the devotees by giving them the experience that helps them feel closer to God.
Speaking on this association, Albert Almeida, Chief Operating Officer, Hungama Mobile said, "The launch of Uninor Bhaktiras represents a step forward in taking Indian religious genre to open up new segments in the evolution of digital music. As music has been a key driver of entertainment for all via mobile devices, Uninor Bhaktiras will make a great value proposition to the music lovers. This is an important milestone for Hungama and Uninor and we ensure that the consumer gets a musical experience on their mobile phones."