Campaign India Team
Dec 03, 2018

Year-ender 2018: 'Media brands that do not have an accurate definition of their tribe will struggle'

We ask industry leaders for a surprising moment from 2018 and a prediction for 2019

Year-ender 2018: 'Media brands that do not have an accurate definition of their tribe will struggle'
Campaign India kickstarts a December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019. 
 
Here's what Vineet Singh Hukmani, MD and CEO, Radio One India, had to say:
 
A surprising moment from 2018
 
The fabulous response we have got from clients/media agencies to our digital audience tracker (that tracks our upscale listeners) called ‘The International Indian Monitor’ and how we have outgrown the radio market by growing 54.7 per cent in EBIDTA in the first half of the financial year as compared to the same time last year. 
 
A prediction for 2019
 
Large traditional media brands that do not have a crisp and accurate definition of their tribe will find it very hard to stay relevant in the new age and therefore will de-grow in the coming year. Radio One will strengthen its ‘tribal connect’ credentials even more in the coming year which will protect us from the ‘commoditised mass market’. 
 
Also read:
 

 

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
AR Rahman and Horlicks offer melodious learning tips for children
Premium
8 minutes ago

AR Rahman and Horlicks offer melodious learning ...

Watch the film conceptualised by FCB Ulka here

Premium
Dentsu Aegis sees in-housing as opportunity: Tim Andree
Premium
3 hours ago

Dentsu Aegis sees in-housing as opportunity: Tim Andree

Carat's North American work for P&G is an example of a hyrbrid model that includes in-housing, according to DAN's global CEO

Premium
Opinion: The world needs more voices like Diet Prada
Premium
18 hours ago

Opinion: The world needs more voices like Diet Prada

How social media is empowering common people to take a stand against top luxury brands and leading personalities

Premium
IAA World Congress: Advertising walks the ramp to save the loom
Premium
21 hours ago

IAA World Congress: Advertising walks the ramp to ...

As a part of the inaugural day festivities at the 44th IAA World Congress, Kochi, senior industry women and men will walk the ramp for a cause