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

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