As someone who deeply studies business practices and organisational and leadership behaviour, beyond being a great business leader himself, we would like Shiv to share with us his perspective of how organisations and industries can reinvent themselves in a rapidly-changing environment.
Chairman & CEO, Pepsico India @ShivShivakumarD
The idea is for a leading consulting practitioner to recommend how media companies should balance the pressures of running a profitable media business in the present time while creating a business for the future. We would like to follow this up with the CEOs of some of the leading media companies, asking the consultant questions from their current business reality, and asking for their reactions/solutions to those.
A powerful example that has redefined the rules of competitive advantage in the FMCG industry. His story of how he took on the current players, and created new rules, would be an interesting case study for media companies.
CVL’s teams are often closest to the minds of brand owners and marketeers who seek to build brands using advertising. As we look to figure out future plans of the media industry, it is critical to understand how those marketeers’ needs are changing to understand what we need to do, to be relevant and a critical partner to them into that future.
As video becomes the biggest draw for consumers , traditional media companies - especially print news organisations who are such masters of the written word– are finding themselves suddenly out of context with the vocabulary of today’s online consumer. The idea is to hear from some of the super-successful new content creators in video; they have come in as digital natives, and created their own grammar and attendant massive fan bases, The idea is to hear from them on what principles they follow and how they respond to their audience to create fresh relevant engaging content.
Gone are the days when the best of the best advertising mind, like a David Ogilvy, would pour their best energies into print advertising. One of the biggest challenges for print advertising today is that the best creative minds are excited most to work on TVCs, and perhaps on the latest interactive digital campaigns. But it is critical to rekindle the magic of print, so that we have outstanding print advertising again, and marketeers get their best returns on print through memorable campaigns and they want to invest more in print. This session poses the question to the best in the industry: to find out what will get an Agnello excited about creating their best work on print...
Publishers would ideally want that consumers should come to their home pages and bookmark them and purposively seek out the top news of the day or the hour. But the rapid growth of news aggregators has shown that consumers are increasingly preferring the idea of getting all their news in one place, much like going to multi-brand hypermarkets. While the aggregator platforms try to provide multiple benefits to the news consumer – multiple languages, news summaries, etc. – the publishers continue to do the core primary job of news gathering, checking, editing, curation, - and all of that costs money. What is the way that there can be a sustainable co-operation between the two?
With Internet penetration approaching half a billion consumers, and sharply improving bandwidth availability and plummeting data costs ensuring that digital consumption is growing at an unprecedented speed, we are now, perhaps, finally at the crossroads. Is 2017 the 1997 of India? As we slowly but surely veer towards that tipping point where the traditional ad-funded business models will give way, what advice does our International speaker have for Indian media organisations to reinvent themselves for the future.
While most traditional print organisations have tried to accelerate their digital journey, and put in sharply increased focus on their online editions, it could be argued that many of these have been limited efforts of creating a bridge into the future. This session is to understand the story of how Times Internet is morphing itself or creating a new organisation-which is itself a disruptor and taking some very significant bets to create a large independent digital entity.
Facebook is where consumers live in India. This is where they share, they opine, they consume content, and increasingly, they discover and consume news. News Publishers have been some of Facebook’s most engaging content contributors. Facebook, similarly, has been one of the largest sources of referral, and now – with FBIA - increasingly, of consumption. Must publishers be wary of the power shifting to Facebook given its scale and its keenness to retain consumers inside its own platform rather than share them with the publisher? Or, given that Facebook has so much data and technology to understand and serve the consumer, can it be a match made in heaven? How can the collaboration work?
How do we transform the newsroom to regain the millennial audience. The millennial audience doesn't care for news written in the tone and manner that was created for print, but they also care for good journalism. They care for good story-telling that new digital platforms enable, but which old newsrooms need to learn to use. What does content reimagined for shrunk screen sizes, high mobility consumers and people with less attention look like ? If mobile is increasingly where digital audiences are, how do we engage them?
Asset Area 12,
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The INMA South Asia News Media Conference will draw managements from the major media companies in India, Bangladesh, Sri Lanka, Pakistan and Nepal.See Who Will Be There
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INMA South Asia Board
New Delhi, India
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