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There are 3 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" Rajat Sharma’s India TV To Launch Digital Arm - Ropes in Arvind Mahendru To Head The VentureIndia TV the TV Channel founded by TV anchor Rajat Sharma has unvieled its plans for launching an interactive arm known as India TV Interactive (ITVI). To head the interactive business India TV has roped in Arvind Mahendru the former managing partner of Interaction, the digital agency of Group M as SVP (New Media) at ITVI. In his new role Mahendru will take care of the revamp of the existing India TV website i.e. Indiatvnews.com and will report to Ritu Dhawan MD at India TV. Besides for the current website revamp Mahendru’s mandate would include launching new websites the focus areas of which are still not disclosed as well as launch VAS products for mobile. Im guessing the vas products would be sms alerts driven for news while video clip driven for news video content. Also the current plans by ITVI is to first focus on english language content and then move to other languages. Most TV channels/companies have digital arms now right from the Network18 folks with Web18, NDTV with NDTV Convergence, ZoomTv with Zoom Digital and Zee with Digital Media Convergence. Though its important to note that both Star India And Multi Screen Media ( Earlier Sony Entertainment TV) still haven’t forayed into digital venture as a separate arm. Yes they have their content on sites like Indya.com and sony uses sify.com as a partner but they haven’t launched websites with unique content beyond their TV programming like the others have. Given the trend it will be interesting to wait and see when these big boys jump onto the digital bandwagon in a big way.
Most Commented PostsAlso Check Out: Minglebox Repositions With Study Related Content - Enters BharatStudent’s TerritoryMinglebox shifts from campus to education and career Minglebox the first social network which got funded in India seems to have changed tracks with regards to their social network.They have changed their focus to providing MBA, Education oriented, Study abroad and counselling oriented content. A clear intrusion into the territory of Bharatstudent.com which is run by NorthGate Technologies. Why the shift? Snce Inception Minglebox was strongly professing a campus oriented social network where in users were being slotted in campuses whether current or past but as it happens that just being from a certain campus doesn’t mean that I want to network with those people online as well and hence minglebox suffered what i would call as a lack of clear intent for the user to be on the network. Will we see money being pumped in? Minglebox had raised about 7 million from sequoia and till date they haven’t really made any noticeable splurge on advertising which tells me that they may still have some money left in the kitty. Contrary to that BharatStudent in which Northgate itself has invested 5 million dollars had bought an ICL team and had also put hoardings across hyderabad. It had also dabbled with TV advertising. So it does seem like the right time for Minglebox to pump in the cash and build a brand around the education cum networking piece. New Monetization Model? Whats also interesting besides for the new content approach by minglebox is a probable new business model of education centric leads. Have a look at the screenshot below and notice the data collection form on the right which clearly states how they are looking to capture phone no and interests of users via forms and sell the same to education loans, student loans and even coaching classes i guess. All in all this may be the much needed focus area that minglebox needed to develop sooner or later and now its important to build on this focus and create a known brand around it. What they should also consider is rebranding as minglebox the term doesn’t really gel with education and career and thats where bharatstudent clearly scores as a brand name. Related PostsAlso Check Out: Reliance’s Online Ad MarketPlace ‘Kyphy’ To Launch Soon - An Adbrite Clone?Trust Reliance Entertainment (Now Reliance Big Entertainment Ltd - RBEL) to get into everything! So they first created properties and spend millions of dollars on them think Bigadda.com, Zapak.com, and BigFlix.com! And now they realized that they need to monetize them and there was no consolidated way of reaching the advertiser and closing advertising deals. Recently BigAdda had struck a deal with Jivox for its videos an indication that online ad sales weren’t coming that easy to Reliance Entertainment. So its no surprise that they go ahead and work on launching an ad marketplace by the name Kyphy.com. So What is Kyphy? The current site gives the following definition of what can be expected - ‘Kyphy will create an automated advertising exchange to enhance the efficiency of both buying and selling inventory.’ Now though the above definition is pretty broad based and could confuse you to think that maybe they would be looking to make this a broad based platforms for bidding for ads across mediums just like Dentsu media is attempting to do with last minute inventory. But that might not be the case as Kyphy homepage currently talks about the online advertising industry. Here is what it states - ‘Indian online advertising industry is growing leaps and bounds and is expected to continue on its high growth trajectory. Indian online advertising is forecasted to touch Rs 1,100 Crore in 2012, consequently increasing its share in the overall advertising spend from the current 2.5%. Also it states - ‘ We now intend to share our capabilities and thus make an impact in the online world of advertising. ‘ In short this does look like an Adbrite model if you ask me. Adbrite.com which is one of the most successful online ad marketplaces worldwide! Why is this a required step for RBEL’s Online Properties? RBEL realizes that just by being a reliance property or by being advertised on TV advertisers wont hop on to advertise on their sites. It also realized that being dependant on Ad networks meant that they were being dependant on a 3rd part for their revenue. Both these realizations have led to an attempt at creating a consolidated destination where advertisers can evaluate and buy online inventory on the fly and the adbrite model of ads marketplace fits perfectly to this goal. Hence the birth of Kyphy and this birth would have come internally as Zapak’s previous CTO has moved in as the head of Kyphy indicating that such a requirement was realised internally. The Mudra/TribalDDB Advantage? Though not owned by RBEL the parent company Reliance ADAG does have some holding stake in both Mudra Communications and Tribal DDB India (the digital agency) which could come in handy to pull in the advertisers to this market place as it would be a neutral marketplace also having online properties other than that of RBEL. Most Commented PostsAlso Check Out: More Recent Articles
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