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

17 hours ago

HUL, Honasa settle sunscreen campaign lawsuit

HUL to take down digital versions of the campaign; Honasa removes social media posts making a reference to Lakmé.

21 hours ago

VDO.AI launches cricket-themed ad formats

Aims to help brands deliver 3x consumer engagement for their IPL ad campaigns.

1 day ago

Global adspend on news brands forecast to decline ...

Creator journalists and UGC are starting to draw more attention from advertisers wary of potentially distressing content on news brands.

1 day ago

Omnicom CEO John Wren dismisses speculation about ...

Wren was speaking at the Q1 earnings call and expects to close the IPG acquisition in H2 2025.