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Advertisers shy away from tainted Commonwealth Games
 It actually looks a ‘Common’ wealth Games. Many marketers and advertisers have decided to stay away from the Commonwealth Games because multiple agencies are trying to sell sponsorship deals at different rates, creating total confusion in the market. Of the 48 sponsorship opportunities identified by the organizing committee, only 11 have been filled so far.
Several leading advertisers and their media buying partners ET spoke to said they would stay away because there was more ambiguity than clarity on packages with multiple agencies approaching them with different offers. “Corporates are uncomfortable and so far have stayed away from the event,” said R Gowthaman, South Asia leader of media-buying firm Mindshare. Sports Marketing and Management, the official agency looking after the Games’ marketing and sponsorship sales, said it has not authorized any other agency to sell the sponsorship deals. “We are aware of the multiplicity of agencies alleging to have a mandate for Games sponsorship sales,” it said in reply to an email query.
The organizing committee had earlier identified opportunities for two lead partners, 10 partners, 12 sponsors and 24 co-sponsors. Most of these may not find any takers.
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 RBNL-CBS to air 3 channels
Reliance Broadcast Network (RBNL), the Rs 350-crore media arm of Reliance Anil Dhirubhai Ambani Group (ADAG), has unveiled its broadcast plans in association with CBS Studios International, part of the US-based CBS Corporation.
Under the 50:50 JV, christened Big CBS Networks, three English entertainment TV channels will be launched in October. These are English general entertainment channel Big CBS Prime, youth entertainment channel Big CBS Spark and women-oriented channel Big CBS Love. The channels target upper socio-economic class and will compete with other English entertainment channels such as Zee Café, Star World and AXN. Currently, the English entertainment genre captures about 0.14% of the total television viewership.
The channels will be on digital and analog and will be available in Nepal, Bhutan, Sri Lanka, Bangladesh, Maldives and Pakistan. The company will be leveraging its direct-to-home (DTH) platform Big TV and recently acquired Reliance Digicable to distribute the channels.
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R Com, Universal Music in music content deal
 The Reliance Communications (R Com) has entered into an exclusive strategic partnership with to offer music-related services and content across RCom’s GSM, CDMA, 3G mobile and wireless broadband platforms. This is the first ever biggest and most comprehensive music partnership signed in India by a telecom operator..
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 Sangam BIG Cinema is value for money
Another single screen in the city has made way for a multiplex. Andheri East’s famous landmark Sangam theatre named after Raj Kapoor’s iconic film has now been taken over and revamped by Reliance MediaWorks. Sangam BIG Cinemas now has four screens although the seating capacity has been retained at 1,276. The screen size is fairly big and is complemented with the quality sound systems. The seats, at regular pricing too, are comfortable and spacious.
BIG Cinemas, as a value addition to the multiplex experience, have tied up with a pop artist to create a range of work for the glass doors, windows and walls of the “art gallery” in the seating lounge of the various properties; Sangam BIG Cinema is the first property where this has been executed. The lounge will soon also come up with Nintendo WII consoles.
The location is the USP of this property it has only Cinemax for competition in the commercial neighbourhood of Saki Naka where young professionals are likely to flock. BIG also has pricing on its side. Unlike its most other properties, the ticket prices start at Rs.100. The food court too offers non-branded yet multiple options moderately priced between Rs 40-Rs120. |
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Madison bags John Abraham’s account
 Mates, the entertainment division of communication firm Madison World, has signed a Rs 100-crore deal with Bollywood actor John Abraham to manage his account for three years. The agency will now exclusively handle the actor’s endorsements, appearances, marketing representation etc. Abraham was handling his work himself before the latest tie-up.
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 Sonam bags Rs 3 crore endorsement
Sonam Kapoor has been signed on as the brand ambassador for a cola brand. The Aisha actress has reportedly negotiated a Rs 3 crore deal with the soft drinks company. It seems this brand always prefers to sign rising stars. It signed on Aishwarya Rai when she was new to the industry. It was the same case with Hrithik Roshan too and more recently, Imran Khan and Kalki Koechlin.
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RComm beefs up innovations for 3G
 Anil Ambani led Reliance Communications (RComm), which is planning to roll out 3G services early next year, is beefing up initiatives on the innovations front and has set up a 3G innovation lab at its headquarters in Navi Mumbai. The lab will develop 3G applications for consumers through collaboration with third party developers.
RComm is among the only three private telecom operators who won 3G spectrum in 13 circles for a license fee of Rs 8,585 crore, including the most lucrative circles of Mumbai and Delhi. Price versus the business case, regulatory value of the circles, availability of the next tranche of spectrum and the focus to have a pan India footprint was some of the reasons for RComm to bid for most these circles. The 3G innovation lab is based on an operating expenditure (opex) model. It is a move towards the ‘open platforms’ architecture which encompass open systems, open networks, democratic framework for partners and consumers for availability of the best products based on the consumer’s usage.
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 Madhur Bhandarkar to audition applicants from abmeribaari.com
Through its web initiative - AbMeriBaari.com, the company will reach out to talented individuals looking for a break in the Indian entertainment industry and provide them with suitable opportunities, thus taking the entire process beyond mere submission of portfolios.
AMB Talent Media Pvt. Ltd., a company promoted by Preet Bedi (ex-CEO of Percept Picture Company and Rediffusion Advertising, and ex-director of Lowe Lintas) has roped in actor Sunil Shetty (as an investor), Anu Malik, Saroj Khan and acclaimed director Madhur Bhandarkar (as Music Mentor, Dance Mentor and Chief Talent Mentor respectively) to launch abmeribaari.com - India’s first integrated system of identifying, evaluating and nurturing talent for the thriving Indian film and entertainment industry.
AMB Talent Media collaborates with filmmakers, TV serial producers, music companies and other entertainment industry organizations with a view to getting them new talent from across the country. This will be done through direct screen tests and auditions uploaded over the Internet making AbMeriBaari the first site in the world to do so. Abmeribaari has announced a worldwide talent search called the AbMeriBaari Talent Challenge, which proposes to give three-year contracts to up to 10 talented individuals excelling in the field of acting, dancing and singing.
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Founded in 1984, Percept, an entertainment, media and communications company, today , is at an enviable leadership position with a team of 1200 people and 62 offices across India and Middle East. This publication has been exclusively created for our stakeholders. The contents of this publication has been created with inputs from Percept Companies and Divisions. This document may not be reproduced or circulated without prior consent from the Corporate Communications Department at Percept Limited.
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