1910512020 ‘The Changing Face Of Media Landscape In India. Consultants Teview Home News | CxOlnsights | CEO Insights Magazine Subscribe About Ea zs Magazine Current Issue The Changing Face Of Media Landscape In India By Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric ¢ It — ih ae. Consultants and the way information and content is being ‘consumed has changes profoundly. Getting the right message delvered to the right person In the right place at the right time Is nothing less than the Holy Grail in this information age Media is an imperative clement of any communication strategy whieh helps brands communicate convincingly with their target audience which includes but is not limited eo meais analysts, poliymakers and policy ‘Anshuman Chakravarty, Head Brand & Influencers and customers. With businesses Corporate Communication, Orient becoming more complex with each passing day, Electric organisations ofall sles are seeking media & alle services to take a holistic media approach, _in control oftheir public image, connect better with the target audiences, buld a strong brand reputation, and improve Rolsin communication cost. The Indian media industry has evolved drastially In the last decade with the areval of new mediums and formats for content dissemination and consumption, The advances in technology, sweeping dgtal transformation and shifting demographics to milleniais who ae responsible for high leve of media eansumption has made media more complex and the task af media planning ‘mare challenging than ever before. This in turn is delving more and more brands to seck services PR, digital etc. which have comprehensive crosssector expertise to captlalise on this Aiscuption. Further mare, one size doesn fit ll and in many eases, brands today have mule agencies on-board co dedicatedly work on different areas such 25 digital communication, print media, TV advertising, mabile media, ORM, PR online media buying, big date and advanced analytics. While the mesia landscape today offers great prospects to foster enduring onnecton withthe audience, marketers must stay cautious of ts complexity in order to reap the best benefts.On the receving end, itis the Indian audience whe has benefited largely due to ths drastic media transformation, as proliferation of choices has enabled them to access and consume information oftheir interests in the easiest may. ‘While the media landscape today offers great prospects to foster enduring connection with the audience, marketers must stay cautious ofits complexity in order to reap the best benefits" ‘The Increasing internet penetration and rise of social media has entirely redefined the role of media where in they are embracing. the power of digitisation and expoting online mediums to develop successful communication plans fora brand. The emergence of new mecia vehicles lke socal media platforms and blogs have made it easier forthe brands to reach out tthe patetial customers. More over, digital mediums offer significant insights Inte consumer behaviour and content consumption which further helps brands create better and effective communication plans Using the right mem. Rapiadigisation, increasing penetration of broad band, affordable smart phones, and the ably te deliver content in regional languages wil play key rte, hitpssimedia.consultans:eview.convexoinsightsthe-changing-face-of-medialandcape-in-ndia-vis-722.Ntml1910512020 ‘The Changing Face Of Media Landscape In India Having sald so, | would strongly like to point out that ths new digal shift doesrit mean 2 death sentence for the print media. Majority of indian population stil relies on newspapers and ‘magazines fr information, More over, India Isa vast country with massive cultural and lingulste variations, regional media there fore has is own importance. Indian media hae been experiencing continuous fragmentation for quite some time now as we can see new TV channel, Print publications, radio channels and other mediums cropping up which cater to niche topes and audience. When it comes to advertising spends in ina, TV advertising stil leads the game fllowed by print and dgtal which is indeatve of te fact that te traditional media is stil delivering the results forthe advertisers and it ishere to stay, Bulling a postive brand reputation inthis ever-changing business landscape is no cake walk. To make i happen, is important for 8 brand to ensure that all ertical touch points & media Interfaces ae Identified, and the information is ereated and curated inthe most efficient manner ‘with the adapted media, This is why most indian companies are hiring media consultants te putin place the right communication plan in line wth thelr respective business objectives, Whether is competion analysis, reputation management or engagement with stakeholders an effective mela consulting agency loks after each aspect ofa brand's communication strategy. Every organization is vulnerable to unanticipated risks and dificuties which could cause serious damage tits reputation, therefore, makes good sense to ave a specialist meala agency which ‘an strategically manage your communications and help you get over the criss while managing reputational challenges. Indian media going through an exciting phase wherein the Industry professionals and leaders are using traditional media and digital media hand in hand to achieve thee goals in a beter and faster way. However, going forward, we wil se the maximum growth in dgtal consumption thus adding ‘tothe overall media consumption, Home | News | ©X0insights | CEOInsights | Magasin | subseribe |. About in fy htpssmedia consultansreview.com/exoinsights/the-changing-ace-cf-mediadandscapo-in-ndia-vid-722 Html