Who says number three is unlucky?

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The problem with new GECs it seems is that they are not offering any differentiated programming. As SAB’s Anooj puts it, “Their programming is like the Amar, Akbar and Anthony programming. They pick a little bit of everything from every channel.” Unfortunately, this shortcut isn’t long-lasting. The only way forward for these new channels is to offer differentiated content. “They can get into offering content of just one genre - maybe like a channel with only thriller shows or only comedy et al. Copying will only destine them to doom,” says a media analyst.

So will these new GECs survive or shut shop? “A lot of them are going to be out of business. Because it’s a big boys game,” feels a confident Kunal Dasgupta, CEO, Sony Entertainment Television. Star Network’s spokesperson Yash Khanna avers similar. “It’s easy to grab audience attention when a channel is launched, but it’s difficult to sustain that attention over a long period. That’s their challenge,” he quips.

But Star and Zee should not become too complacent either. While 9X and NDTV Imagine’s launch did not hurt their respective channel share much, the coming of Viacom-18’s Colors has ruffled their feathers some. The share is no longer being pruned from Sony alone. August saw Star’s share come down 6% over last month to 26%, while Zee’s share fell 2% to sit perched at 15% in the month (source: aMap).

Given that Anil Ambani’s Big entertainment is also all set to to debut on the Indian teletube by the end of this year, Rajesh Sawhney’s (CEO, Big Entertainment) words may be prophetic. “You need not only sharply define your target audience but also your programming… One should really not have Ramayan and reality shows on one platform.” Big plans to launch four to five entertainment channels targeting different genres within entertainment, of which two are scheduled to go on air by December this year. Adds a confident Rajesh, “No point in copying others. We don’t believe in the Balaji model. The paradigm will change soon.”

Clearly, audiences are becoming restless and channels need to wake up and smell the coffee. Disruptive programming could be the key for the future as Sony’s Kunal asserts, “I think by next year long running soaps will be dead… That’s tougher as we need to come with short burst programming then. People want a story in 26 episodes.” It’s this disruptive programming that has kept Sony in this race despite nimbler competition from new GECs. Their clutter-bursting programming – Indian Idol, Jassi Jaisi, Big Boss, Dus Ka Dum – made audiences return, allowing Sony to cling to the number three crown.

So long as Kunal Dasgupta continues with this creative destruction strategy, disrupting Sony will be a tough askance. But then, Reliance has a habit of breaking the mould in every business it enters. Anil Ambani will want to reach the numero uno position quickly and the first hurdle to topple will be Sony. Are you listening Sony, 9X, Colors, NDTV Imagine etc etc etc?

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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“Honey! Where’s my money?”

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With subscriber base on the rise, mobile is the next big thing in banking...

T ring... Tring...! Remember the latest Airtel ad featuring Vidya Balan and R. Madhavan? Of course, how can you miss out on the sizzling Vidya Balan? However, the way this cool dude Madhavan impresses her by transferring money and paying bills just by using his mobile phone, is what we are more concerned about. In fact, that actually explains the latest buzz in the Indian banking environment – mobile banking!

Till some time back, mobile banking was referred to ‘pull and push’ based SMS banking, wherein alerts were sent to customers for specified transactions and customers could only request for information (and in some cases transactions) through simple SMS. “There were inherent disadvantages of such pull-based services as the customer needed to remember the exact syntax and security was very lax as the PIN would travel in plain text as also the information was readable by others very easily,” recollects Nitin Chittal, AVP - Alternate Channels, Axis Bank. But it’s passé now. Banks have started offering java application based and USSD based mobile banking services, where high level of security is maintained over the transaction. “Customers can now bank from their mobile phones at the click of a button. Seamless information, convenience and anytime & anywhere banking is now possible with no need to visit a branch as services are now readily available on your mobile,” says an ICICI Bank spokesperson.

In the modern competitive world where time is money and travelling is cumbersome, the mobile phone is now becoming the bank at your disposal. To add to it, rapid addition of new mobile users in India, changing demography, strengthening wireless connectivity and cutting edge payment and fund transfer solutions on the mobile, are giving more than enough positive indicators to the banks to adopt this alternate as well as exciting banking channel. In fact, PSB like Corporation Bank have already joined the bandwagon.

Apart from normal banking transactions, one can also pay bills, book tickets, purchase merchandise using his mobile phone at a minimal cost. And that too fully secured! From the banks’ perspective too, it’s highly cost effective. Looking at this, Nitin of Axis Bank says, “We expect it to grow at a fast pace considering the fact that the cost barrier in providing the banking functionality has collapsed vis-à-vis other forms of banking like branches, ATMs and Internet.” All the earlier forms of banking required a sizeable level of investment by banks that included setting up of branches or ATMs. “This potential, however real service has to be balanced with pragmatism,” feels Praveen Kutty, Executive Vice President and Head, Consumer Banking, Development Credit Bank. As per him, “Low awareness of mobile banking services, customers comfort level with technology, perception about online password security, availability of mobile banking services across banks are pauses in the near term.”

Meanwhile, the market regulator Reserve Bank of India has also issued guidelines for mobile payments, which is expected to add another thrust to the mobile banking growth story in India as it aims at dealing with the security concerns that keeps all users anxious. So, no more standing long in front of ATMs or shouting on service provider for internet failure, just pick up your mobile and be a cool dude like Madhavan.

Sunanda Roy

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
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