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LookBack 2012: Tales with a tail – the packages
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
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
Ready, Steady, Go? Or Delay?
http://www.mxmindia.com/2012/06/ready-steady-go-or-delay/ (June 7)
60 Days to Digitization Day:Â Digitization in 4 metros will not happen by July 1: JS Kohli
MIB diktat: Digitize or get punished!
http://www.mxmindia.com/2012/03/digitze-or-else/
 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
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
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
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?
MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir
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!
http://www.mxmindia.com/2012/10/jaldi-5-with-ashok-kurien-zee-changed-the-indian-consumer-forever/
From ‘Okara Dukaan’ to Zee… the complete story
http://www.mxmindia.com/2012/10/from-okara-dukaan-to-zee-the-complete-story/
Uday Shankar: ‘Zee is a treasured peer’
http://www.mxmindia.com/2012/10/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
http://www.mxmindia.com/2012/10/zee20-at-the-helm-of-the-vision/
Zee@20 | Sundeep Nagpal: What a score!!!
http://www.mxmindia.com/2012/10/zee20-sundeep-nagpal-what-a-score/
Zee@20: Producers raise a toast to team spirit
http://www.mxmindia.com/2012/10/zee20-producers-raise-a-toast-to-team-spirit/
The Anchor: 10 all-time favourite ‘faces’ of Zee TV
http://www.mxmindia.com/2012/10/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
http://www.mxmindia.com/2012/09/v-kurien-was-visionary-par-excellence-b-m-vyas/
How Amul honours its contract with consumers: V Kurien
http://www.mxmindia.com/2012/09/how-amul-honours-its-contract-with-consumers-verghese-kurien/
