The Hindu Business Line : Good olden days

As cable TV suppliers locked horns with the Mumbai Police, television sets all over the megapolis went silent. All channels, except for good old Doordarshan.

The older generation went all nostalgic recounting to the younger lot how this was all they had to watch for many years before cable and satellite channels came into existence. The youngsters felt they had been teleported into an era before their time, and were definitely not amused. One noticed that DD News continued to report on sundry Ministers and their statements. Some things never change. With movie channels HBO, Star Movies, Zee Cinema and the like still off the air, movie buffs are probably running to fill the theatres in town.

Ganpati Bappa

Elephantheaded God rules over Mumbai

The elephant-headed God rules over Mumbai these days. Parties, events and even drives to the airport are decided after taking into account the various immersion days of Lord Ganesh. Every street corner has a resident idol, and while not all idols are as imposing as the legendary `Lal Baugcha Raja,' many pandals are set to elaborate themes. This year, one of the organisers has even insured the jewels on the idol, a first for Mumbai. One can now expect to see an advertisement from the insurer very soon. Forget about insuring the crown jewels, here's an opportunity to tom-tom insuring the God's jewels. Talk about below-the-line — the Ganesh festival is every marketers' dream come true. The festival offers scope for really focused promotions and publicity. Combining some communal harmony with some savvy commercialism Shah Rukh Khan has been on the airwaves wishing Mumbaikars a happy and safe festival. Please do not forget his upcoming release, Don. It has him dancing in the streets of Mumbai during a Ganesh festival.

NRS 2006

Radio rules

So the largest readership survey in India is out. The National Readership Survey (NRS) 2006 has a few surprises, but doesn't have too many shocks.

After trudging between 2.84 lakh homes across every district in India, the NRS 2006 has revealed that rural readers now almost equal urban readers. The good news is that time spent on reading remains almost the same, so TV has not eroded the base. Literacy is up, so there is hope for a further increase in readership, especially in the Hindi belt.

In the individual sweepstakes, Dainik Jagran can continue advertising itself as No1, but Dainik Bhaskar is literally snapping at its heels. Will we see a new No.1 next year?

And though the world's largest circulated English newspaper continues to be the largest read English daily in India, there is a new No.2, The Hindu.

And alternative media.

Radio is really getting its act together with impressive growth. The Internet continues to remain the most touted, least performing medium. Incidentally, the most preferred place to use the Net has shifted from the office to the cyber café. Do we draw any conclusions from that statistic?

Cinema audiences which were declining have shown a slight turnaround in urban areas. Who shall we give credit to? The moviemakers, the multiplex designers, or the quality of the popcorn?

Kalpana Rao moves on

From media queen bee to HR heavyweight, Kalpana Rao seemed to adapt to her changing roles with ease and grace. Now we are told that come October 24, Kalpana will step out from O&M and probably start something new herself. Insiders say they could see it coming for some time now. Everyone admits she conducted herself with poise and dignity as President of the Advertising Club Bombay last year, in the face of a serious possibility of the Abby awards being derailed. She is now in her second term as President of the AdClub. We wish her well in whatever she does.

Vics' picks

Not so colourful this time

Anil Dhirubhai Ambani Groups' attempt to popularise its rather nice signature tune in a recent TVC has been rather amateurish. Sundry models come and shake a leg to the tune. Come on guys, surely you can come up with something better!

The same group has a rather interesting TVC that has a pesky kid posing a hundred questions to a harried mother. The sign-off about an insurance scheme that doesn't ask too many questions is insightful. Keep it up.

Every wall tells a story in many TVCs for Asian Paints. This current commercial has bright walls, an adorable moppet and a lacklustre script.

One also misses Pandeyji's gravelly voice. One hopes the next wall tells a more interesting story.

Victoria

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