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Major advertisers like Coca Cola, Proctor & Gamble and Tata Chemicals increasingly appear to be opting for a performance-based fee model over options like fee-based (calculation based on the cost of staff required to service an account, time and effort, plus overheads) and commission-based (percentage of the total budget) modes of payment. Globally, companies like Coca Cola, P&G and Unilever have adopted the performance-based model. In India, the trend is gradually catching on. Advertising agencies do not seem to have any problem with this mode of payment, wherein both agency and client agree to certain key performance indicators (KPIs) which, when achieved, ensures the agency gets the variable component. The agency and client jointly quantify the performance parameters.
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The next time you want to watch a movie, just reach out for your mobile phone. Leading mobile phone vendors such as Nokia, Samsung and Spice Mobile, are increasingly planning to bundle some of the top box-office grossers in their hi-end multimedia handsets. What’s more, the handset vendors are even exploring options to roll out a mobile movie store in India where a consumer will be able to buy or rent some of the latest flicks. Mobile movies is also turning out to be an emerging distribution platform for frontline production studios like Yash Raj Films and Sony Pictures.
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Online promotion spending by general entertainment television channels (GECs) have risen by around five percentage points as compared to the previous year - from 3-4% to 8-10% this year of the total marketing budget. Typically, this total amount for a GEC ranges between Rs 40 crore and Rs 90 crore, depending upon the channel.
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India’s entertainment and media (E&M) industry continues to grow defying a slowdown. The growth rate has, however, dropped to 10.3% in 2008 compared to 16.7% in 2007, according to PricewaterhouseCoopers’ (PwC) India E&M Outlook 2009.
The growth rate will fall further in 2009 to 8.3% before recovering to 10.4% in 2010, says the PwC report. The E&M industry reached an estimated size of Rs 56,400 crore from Rs 51,100 crore in 2007. The projection for 2009 is Rs 61,100 crore.
The E&M industry witnessed robust growth between 2004-2008 at a compounded annual growth rate (CAGR) of 16.6%. It will now witness a more subdued growth at a CAGR of 10.5% in 2009-2013.
The share of the E&M sector in total private final consumption expenditure has moved up consistently in recent years to 5%
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in 2007-08 from 4% in 2003-04, according to the report. It states that traditional media (television, film, print and radio) will continue to dominate the industry in the next four years and constitute about 90% of the industry. The emerging segments — music, out-o-home, internet advertising, animation, gaming and VFX — make up the other 10%.
Meanwhile, the global E&M industry is expected to grow at 2.5% to $1.4 trillion in 2008 from $1.3 trillion in 2007. India is among the largest media-consuming and content-creating industries but constitutes only around 1% of the global industry. |
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