evolution of media.pdf
TRANSCRIPT
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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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