Evolution of Media.pdf

8/10/2019 Evolution of Media.pdf

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verything that can be invented

has been invented

US Office of Patents 1899


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This telephone has too many

shortcomingsas a means of

communicationthe device is

inherently of no value

Western Union internal memo 1876


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Who the hell wants actors to talk

Harry Warner, Warner Brothers 1927


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I think there is a world market

for maybe five computers

Thomas Watson Chairman of IBM 1943


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There is no reason for any

individuals to have a computer

in their home

Ken Olsen, President of DEC


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By 2010, we estimate that total

revenue will exceed US 2

trillion

Global estimates in 2004


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1780 James Augustus Hickeybrought outthe first newspaper in India called CalcuttaGeneral Advertiser or Hickeys Bengal Gazette


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Classifieds Patent medicines

Ads by retailers


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Press advertisements largely imported

goods which reached Indian shores

Retailers like Spencers, Army & Navy,

Whiteaway & Laidlaw called out to consumers


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The Talkies and Radio emerge as media

The first Indian agency offering bothcreative and space selling Sistas

Advertising & Publicity services


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Indian Advertising takes off

Industrial revolution in the Nehruvian era

Ist survey of the Rural market

Cinema advertising begins

Indias first Ad Club in Calcutta

1957 Vividh Bharti kicks off


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Emergence of marketing

MRI (Market Rating Indices)

Shop audits

NRS I and II

Focus on research and data generation

1962 Indian TVs first soap opera Teesra Rasta

1967 First commercial on Vividh Bharti


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Media boom

Bouquet of magazines

2nd

Asian Advertising Congress in Delhi

Marketing concepts/efforts

Lifestyle studies

Positioning

1978 First TV commercial


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Aug 15, 1982 colour TV introduced

Radio goes commercial, regional expansion

Use of colour increases

Public sector advertising

Indian Chapter of International Advertising

Association

First colour ad on TV by Bombay Dyeing

1984 - Hum Log on Doordarshan

1985 86 Launch of 915 new brands


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Emergence of Satellite TV

CNN, Star, Zee, Movie channels, DD Metro

1996 - Sun TV, Ist regional channel

FM Radio DD Audience Surveys

NRS and IRS

TV Audience measurement

Consumer tracking and satisfaction studies

Mobile telephony comes to India


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Technological breakthrough

The www era

Role of advertising agency changing tomarketing consultant

Birth of Media Independents

Web advertising

Traditional media and new media


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THE WORLD HAS CHANGED

Just a few Years

ago

the terms GOOGLE,

Facebook, Twitter,

iPod, iPAD, Tablet

meant nothing


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LaptopsSmartphones Tablets Socialmedia


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http://discussions.apple.com/index.jspahttp://localhost/var/www/Documents%20and%20Settings/Pat.Vinayak/Local%20Settings/Temp/2005-7%20files/Media%201-3-10/Subic%20files/Mindshare%20General/Media%201-3-10/Hostage_WMP.wmv


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0

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1960 1970 1980 1990 2000 2010

Waking hours spent neither at

work nor home

Consumers are spending less time at home or work but

are choosing to be connected at all times

MORE MEDIALESS TIME

Most valuable resource in everyday life

Your information

Your space

Your money

Your energy

Your time

37%

32%

14%

12%

6%


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What I wantWhen I wantWhere I want


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Your life remote

6.1 Billion mobile phones

1.4 Billion SmartphonesTablets 227 Mn in 2013


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The end of

Mass Media?

but we are going through

irrevocable change

No


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Consumers want control

over their media instead of

being controlled by it

Rupert Murdoch


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AGE OF INTERRUPTION THE BIG SWITCH RULES OF ENGAGEMENT

PEOPLEPOWER

20TH

CENTURY 21ST

CENTURY

The big switch

Experience:Search, Sharing, Recommendation,PersonalizationOn demand, Right to Reply

Choice:Content, Media

Technology:Digital, Payment, BandwidthWireless, Storage

What is happening?

Vietnam

Indonesia

India

Phillipines

Rural China

Sri Lanka

Thailand

Malaysia

Urban China

Singapore

Hong Kong

Australia

Japan, Korea

US, UK


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