LookBack 2012: Tales with a tail – the packages

27 Dec,2012

At MxMIndia, our endeavour always is to take an in-depth look at happenings in the media and marketing space. Here are the key stories of 2012, which panned through a number of days and, in a few cases, months. While MxMIndia covered the issues extensively, only a few headlines from each them are listed here to give you the big picture.


1. TRAI insistence on 12-minute ad regulation continues. Also the ads cannot be part screen or scrolls – they would need to be shown on the entire screen. Though many stakeholders are unhappy, TRAI is in no mood to give it a second thought.


TRAI sticks to 12-minute ad regulation in fresh draft, seeks feedback

http://www.mxmindia.com/2012/08/trai-sticks-to-12-minute-ad-regulation-in-fresh-draft-seeks-feedback/ (August 28)


TRAI curtails ads to 12 mins per clock-hour, no part-screen ads allowed

http://www.mxmindia.com/2012/05/trai-curtails-ads-to-12-mins-per-clock-hour-no-part-screen-ads-allowed/ (May 15)


TRAI-ing time for TV with ad curbs

http://www.mxmindia.com/2012/03/trai-ing-time-for-tv-with-ad-curbs/ (March 23)




2. Digitization or digital access system (DAS) has been implemented in four metros with varying degrees of success – Mumbai and Delhi doing exceedingly well, Kolkata almost there and Chennai lagging behind. While rural areas largely have DAS, rest of the urban India is still analogue. March 31st 2013 being the deadline for it to go digital. A long running story this one – and still long way from getting concluded.


Let the (ratings) games re-begin!

http://www.mxmindia.com/2012/12/let-the-ratings-games-re-begin/ (Dec 18)


Stakeholder view of one month of digitization

http://www.mxmindia.com/2012/11/stakeholder-view-of-one-month-of-digitization/ (Nov 30)


March 31, 2013. MIB kicks off Phase II countdown

http://www.mxmindia.com/2012/11/march-31-2013-mib-kicks-off-phase-ii-countdown/ (Nov 7)


The A-Z of Digitization

http://www.mxmindia.com/2012/10/the-a-z-of-digitization/ (October 12)


Can we achieve the October 31 deadline?

http://www.mxmindia.com/2012/06/can-we-achieve-the-october-31-deadline/ (June 21)


Mediaah! Why Ambika Soni is to blame for the delay in digitization

http://www.mxmindia.com/2012/06/mediaah-why-ambika-soni-is-to-blame-for-the-delay-in-digitization/ (June 21)


I&B pussyfoots on digitization. Decision on deadline to be announced this week

http://www.mxmindia.com/2012/06/ib-pussyfoots-on-digitization-decision-on-deadline-to-be-announced-next-week/ (June 18)


Ready, Steady, Go? Or Delay?

http://www.mxmindia.com/2012/06/ready-steady-go-or-delay/ (June 7)


60 Days to Digitization Day: Digitization in 4 metros will not happen by July 1: JS Kohli

http://www.mxmindia.com/2012/05/60-days-to-d-day-digitization-in-4-metros-will-not-happen-by-july-1-js-kohli/ (May 2)


MIB diktat: Digitize or get punished!





 3. Cricket – IPL and beyond


Cricket is a continuous story on media websites through the year – however, this year it too became a bit more intriguing with DHL going and Pepsi coming in as IPL title sponsor, not so good ratings of IPL 5 and the short but stressful conflict between BCCL and Sahara. What with India’s performance deteriorating even on home turf, 2013 might see advertisers’ interest waning in this particular genre.


Pepsi bags IPL title sponsorship for 5 yrs @ Rs 396.8 crore

http://www.mxmindia.com/2012/11/pepsi-bags-ipl-title-sponsorship-for-5-yrs-rs-396-8-crore/(November 22)


India out, advertisers still in!

http://www.mxmindia.com/2012/10/india-out-advertisers-still-in/ (October 8)


DLF exits IPL lead sponsorship as BCCI ups rate

http://www.mxmindia.com/?p=29678 (August 29)


Loyalty factor is the key to consistency in season 5 IPL viewership

http://www.mxmindia.com/2012/05/loyalty-factor-is-the-key-to-consistency-in-season-5-ipl-viewership/ (May 17)


4 reasons why IPL ratings & revenue won’t be better this year: Ashish Bhasin

http://www.mxmindia.com/?p=14860 (March 19)


Halfway through, IPL 5 ratings stabilize

http://www.mxmindia.com/2012/05/halfway-through-ipl-5-ratings-heading-towards-stabilization/(May 10)


Will IPL 5 ratings match those of earlier seasons?

http://www.mxmindia.com/2012/04/will-ipl-5-ratings-match-those-of-earlier-seasons/ (April 4)


Brand IPL needs to play innings of its life: MSL Group report

http://www.mxmindia.com/2012/04/brands-focussed-on-men-now-wooing-women-customers/ (April 4)


All’s well as BCCI gets back its Sahara

http://www.mxmindia.com/2012/02/alls-well-as-bcci-gets-back-its-sahara/ (Feb 17)


Is cricket overpriced?

http://www.mxmindia.com/2012/02/is-cricket-overpriced/ (Feb 7)


Be-Sahara BCCI | What next for cricket? Laxminarayan, Bijoor comment. Also: the Sahara communique in full

http://www.mxmindia.com/2012/02/be-sahara-bcci-mahesh-ranka-why-this-cricket-veri/ (Feb 6)




4. Dentsu taps Taproot


The Taproot acquisition was perhaps a piece of news that generated unprecedented interest from agency majors. The last time tie up between an Indian agency and a global one generated so much interest was in the ’90s, when Trikaya became Trikaya Grey. And no wonder, as Taproot has been connoisseur of many eyes with numbers of awards, account wins and its creative excellence.


We will not mess with what’s working wonderfully: Rohit Ohri

http://www.mxmindia.com/?p=29769 (August 30)


Rahul Kansal: No shortcuts and stereotypes with TAPROOT!

http://www.mxmindia.com/?p=29817 (August 30)


Pops on the Rise & Rise of Aggie & Paddy

http://www.mxmindia.com/?p=29738 (August 30)


Anil Thakraney:Talent & values rewarded

http://www.mxmindia.com/?p=29734 (August 30)


The Complete Story: Win-win for Dentsu,Taproot; big loss for WPP

http://www.mxmindia.com/2012/08/win-win-for-dentsu-aggie-paddy-big-loss-for-wpp/ (August 30)


Global ad biggies like Omnicom, Publicis & Dentsu in hectic parleys to buy Taproot

http://www.mxmindia.com/2012/06/global-ad-biggies-like-omnicom-publicis-dentsu-in-hectic-parleys-to-buy-taproot/ (June 7)



5. Though questions have been raised on the accuracy on data collected by TAM due to the sample size quite in the past as well, it was a first for the measurement giant to get into a dragging legal battle with a media owner. NDTV filed the case against TAM in a US court, and it opened a Pandora’s box of accusations and counter accusations.


WPP, Nielsen (proposed) dismissal motions to be heard on Dec 14

http://www.mxmindia.com/2012/09/wpp-nielsen-proposed-dismissal-motions-to-be-heard-on-dec-14/(11 Sep)


WPP moves New York Supreme Court for dismissal of NDTV lawsuit

http://www.mxmindia.com/?p=29737 (August 30)


NDTV, WPP trade statements yet again

http://www.mxmindia.com/2012/08/ndtv-wpp-trade-statements-yet-again/ (August 28)


MxM Comment: Enough of trading charges. Industry needs to bring warring partners to the table

http://www.mxmindia.com/2012/08/mxm-comment-enough-of-trading-charges-industry-needs-to-bring-warring-partners-to-the-table/ (August 27)


NDTV v/s WPP: War of words over the Weekend

http://www.mxmindia.com/2012/08/ndtv-vs-wpp-war-of-words-over-the-weekend/ (August 27)


Battle of courts spills to media statements, as NDTV rubbishes WPP claims

http://www.mxmindia.com/2012/08/battle-of-courts-spills-to-media-statements-as-ndtv-rubbishes-wpp-claims/ (August 24)


NBA urges Soni to suspend TAM data reporting until system probed, made robust

http://www.mxmindia.com/2012/08/nba-urges-soni-to-suspend-tam-data-reporting-until-system-probed-made-robust/ (August 24)


WPP takes on NDTV, mulls defamation suit. Says NY courts have no jurisdiction on claims against it

http://www.mxmindia.com/?p=29130 (August 23)


Mediaah! | Ratings controversy: Too little too late

http://www.mxmindia.com/?p=28862 (August 21)


AAAI, ISA to meet TAM on Aug 16 as MIB, Prasar Bharti mull probe

http://www.mxmindia.com/?p=27887 (August 8)


Government mulls probe against TAM after complaints

http://www.mxmindia.com/2012/08/government-mulls-probe-against-tam-after-complaints/ (August 2)


By Invitation | Atul Phadnis: Industry must not duck core issues on measurement

http://www.mxmindia.com/2012/08/by-invitation-atul-phadnis-industry-must-not-duck-core-issues/ (August 2)


Trade shocked as NDTV sues Nielsen, Kantar, TAM & others

http://www.mxmindia.com/2012/08/trade-shocked-as-ndtv-sues-nielsen-kantar-tam-others/ (August 2)


6. The Aamir Khan – Satyamev Jayate phenomenon


There are shows and there are shows. TRPs, of course, are always at the back of broadcasters’ minds. Satyamev Jayate, nonetheless was a show that tried to make a difference – and did manage to capture people’s attention due to the credibility of its host. Whether it made a difference or no might be argued – but what is indubitable is that the attempt was honest.


Exclusive: Satyamev Jayate isn’t over yet, special show planned for Independence Day

http://www.mxmindia.com/2012/08/satyamev-jayate-isnt-over-yet-special-show-planned-for-i-day/ (August 8 )


End of Season 1 of Satyamev Jayate: The good, the bad and the ugly truths of life

http://www.mxmindia.com/2012/07/satyamev-jayate-the-good-the-bad-and-the-ugly-truths-of-life/ (July 31)


Planners happy with Satyamev’s 4.9 TVR

http://www.mxmindia.com/2012/05/planners-happy-with-satyamevs-4-9-tvr/ (May 17)


By Invitation: Sundeep Nagpal | Will Satyamev Jayate work for advertisers?

http://www.mxmindia.com/2012/05/by-invitation-sundeep-nagpal-will-satyamev-jayate-work-for-advertisers/ (May 12)


MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir

http://www.mxmindia.com/2012/05/mxm-exclusive-satyamev-jayate-impacts-govt-women-child-dev-minister-krishna-tirath-promises-action-commends-aamir/ (May 10)


Dream start for Satyamev Jayate

http://www.mxmindia.com/2012/05/dream-start-for-satyamev-jayate/ (May 7)


7. Starbucks comes to India


It might appear to be an out-of-place article here – but then it was a much awaited move. And indeed it demonstrates what a power brand is all about. It is the most crowded destination in the malls where it has a presence. And Starbucks surely doesn’t need to worry about future – as word of mouth is great and sampling would definitely turn to conversions!


Mumbai, Delhi malls relocate brands to welcome Starbucks

http://www.mxmindia.com/2012/11/mumbai-delhi-malls-relocate-brands-to-welcome-starbucks/ (November 7)


Anil Thakraney: Starbucks: Power of a brand

http://www.mxmindia.com/?p=34057my (Oct 23)


Make mine a Mocha Frappuccino!

http://www.mxmindia.com/?p=34008 (Oct 19)


Starbucks set for festive season flag-off in Mumbai

http://www.mxmindia.com/2012/06/starbucks-set-for-festive-season-flag-off-from-mumbai/ (June 26)


8. At 20, Zee is young as ever


It has been 20 years since Zee changed the TV viewing habits of the Indian consumer – even the earliest shows and soaps on the channel are remembered by many with immense fondness. The journey has not been without the bumps – but Zee rocks even today with its own kind of programming and signature shows.


Anil Thakraney: Zee showed the way

http://www.mxmindia.com/2012/10/anil-thakraney-zee-showed-the-way/ (October 3)


What makes Zee such a force to reckon with

http://www.mxmindia.com/2012/10/what-makes-zee-such-a-force-to-reckon-with/ (October 1)


Jaldi 5 with Ashok Kurien: Zee changed the Indian consumer forever!



From ‘Okara Dukaan’ to Zee… the complete story



Uday Shankar: ‘Zee is a treasured peer’



Zee@20 | Rajdeep Sardesai: In 1992, no one believed a 24-hr channel was possible



Zee@20: At the helm of the vision



Zee@20 | Sundeep Nagpal: What a score!!!



Zee@20: Producers raise a toast to team spirit



The Anchor: 10 all-time favourite ‘faces’ of Zee TV



9. Verghese Kurien’s legacy continues


It rarely happens that a man becomes a movement. And that too of the nonpolitical variety. A story that has inspired many – and would continue to do so. MXM India salutes the man and the brand that lives on in style yet once again.


Verghese Kurien: Great vision, Dream client

http://www.mxmindia.com/2012/09/verghese-kurien-great-vision-dream-client/ (October 11)


V Kurien was visionary par excellence: B M Vyas



How Amul honours its contract with consumers: V Kurien



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