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

Related Articles

Just Published

Premium
Keith Weed joins WPP's board
Premium
17 hours ago

Keith Weed joins WPP's board

He had retired from Unilever earlier this year

Premium
Nikhil Rungta joins Verizon Media as country manager
Premium
18 hours ago

Nikhil Rungta joins Verizon Media as country manager

Will be based in Bengaluru and will lead Verizon's brands which include Yahoo News, HuffPost and Yahoo Mail

Premium
Leo Burnett gets Mayuresh Dubhashi and Sonal Chhajerh as ECDs
Premium
19 hours ago

Leo Burnett gets Mayuresh Dubhashi and Sonal ...

Dubhashi moves from Grey while Chhajerh was previously with Publicis Singapore

Premium
Sunil Kataria elected as chairman for ISA again
Premium
20 hours ago

Sunil Kataria elected as chairman for ISA again

He has led the body for the last three years