Campaign India Team
Jan 18, 2016

‘4G a great opportunity for M&E industry’

What happened in 2015? What's next, in 2016? Here's what Genesis Burson-Marsteller's Prema Sagar and Viacom18's Nina Jaipuria had to say (part four)

‘4G a great opportunity for M&E industry’
We asked 25 respondents  from advertising, media, marketing and PR to tell us what they will remember 2015 by, and the trends they expect to see in 2016.
Read on for peer predictions – on agencies, long format films, the 30-seconder, digital, mobile, e-commerce, technology, people...  Here's part four.
‘2016 will be more about consolidation’
Prema Sagar
Vice chair, Burson-Marsteller, Asia Pacific and principal/founder, Genesis Burson-Marsteller
At Genesis Burson-Marsteller, the year 2015 has been about 'The Spirit of Entrepreneurship', which for us is literally about going back to how we started – how we took decisions, had ownership, took risks and then, if we were successful, we enjoyed the fruits of our labour, and if we weren’t, we learnt from it. This translated into the growth of our team leaders, enabling them to run their businesses as entrepreneurs – with mentoring by the senior leadership team.
Another thing that 2015 will be remembered for is that there were many clients facing crises. Preparing for and managing crises kept many of them on their toes and this vigilance will have to continue into 2016.
There isn’t one big development, but many smaller but necessary developments that will shape the industry in 2016.
In the past few years, the industry has been flexing its muscles and trying out various formats. While some of that will continue, the year will be more about consolidation. Today there are way too many media and social channels, which is exhausting and complicated. Also, not all of these new media and social channels are built on sustainable models. So there will be consolidation and we’re already seeing evidence of that.
There are some aspects that companies will have work on:
  • More than ever before, companies will need to employ creativity – and this is creativity for impact and not for its own sake. As the stakeholder universe becomes complex, you will need to think differently so that you can achieve the impact you are looking for.
  • There is going to be increasing shift towards thought leadership. As traditional PR and social influence become standard, companies are fast realising the importance of investing in thought leadership as it gives an opportunity to create innovative content, engage with multiple influencers and build sectoral leadership.
  • While the core tenets of public relations and public affairs will continue to be critical, expertise will be important to give clients an integrated solution without diluting their messaging.
  • Internal communication will be increasingly important to engage employees and partners in 2016. Building culture by communicating regularly will continue to grow in importance as the talent war heats up.
  • In 2016, we will continue to see start-ups changing course, reorienting and sometimes failing before they find their sweet spot. Till now it's only been the success stories that have made news. Helping some of these companies communicate that failure is not necessarily bad but a part of the evolution of the start-up ecosystem will be critical.
‘4G a great opportunity  for M&E industry’
Nina Jaipuria
EVP and business head – kids cluster, Viacom18
A standout moment for me in 2015 was the launch of Shiva – our very own third ‘Made in India’ show for kids. It was most gratifying to see Shiva capture the hearts and minds of millions of kids in the country within just few days of launch.  This success has only inspired us to continue to innovate and challenge ourselves towards offering the best of entertainment and engagement to kids in the future.  
I expect 4G to be one of the key game changers in 2016. It will truly provide a holistic digital experience and redefine the way Indians will consume information, entertainment and stay connected.  It is a great opportunity for the M&E industry to engage with consumers on multiple screens and platforms, to provide a plethora of entertainment choices and tailor-made superior content. 2016 will hence witness a lot of momentum in this space to cater to the enhanced digital appetite of Indians.
(Part of a feature that first appeared in the 8 January 2016 issue of Campaign India.)
Campaign India