1.
FUTURE OF MEDIA
Mr. Annurag Batra
Chairman & Editor-in-Chief
BW Businessworld Media & e4m Group
at
IIT Delhi 3rd April 2016

2.
Volume : 1
YouTube
ISATION OF RADIO

3.
90% Of Total Music
Streaming Is Happening
Through Mobile Phones

4.
Music streaming saw 100% increase between 2013 and 2014
Android platform saw increase close to 100% with regards to access of
service on android alone
2014 saw 90% of total streaming access through mobile phones due to
increase in mobile internet usage
Bollywood music accounted for 81% of total music consumed.
International music accounted for 10% of music consumed
South Indian language music consumed was at 4%.
Punjabi music consumed accounted for 2.2%
Maharashtra had the largest share of streams and downloads

5.
The top 5 brand devices through which was accessed were Samsung, Sony,
Micromax, Motorola and HTC in that order
Samsung Galaxy series were in 9 out of 10 spots with regard to device model
used to consume music , while the only other device in the list was Motorola
Moto G
Advertisers were Airtel, Snapdeal, Vodafone, Ford, ITC, IPhone, HP, Unilever,
Bacardi, Ask Me, We Chat, OLX, Canon, Quikr, Zee, Max Life, Maruti, Mcdowells
and Cadbury.
Arijith Singh is the most popular male Indian singer.
Priyanka Chopra was among the top international artists.
Shahrukh Khan’s ‘Happy New Year’ and Yo Yo Honey Singh’s ‘Desi Kalakaar’
with multiple entries to their credit are the two Most Popular Albums of 2014.

6.
•Spotify
•Google's Chromecast
•Sony's PlayStation gaming console

7.
FAKE ONLINE
TRAFFIC

8.
Remain Optimistic About Mobile Ad Spend Growth...
Print Remains Way Over-Indexed Relative to Time Spent
% of Time Spent in Media vs. % of Advertising Spending, USA, 2014
Time Spent Ad Spend
50%
40%
30%
~$25B+
Opportunity
in USA
20%
10%
0%
Print Radio TV Internet Mobile
Source: Advertising spend based on IAB data for full year 2014. Print includes newspaper and magazine. ~$25B+ opportunity calculated assuming Mobile ad spend share equal its respective time
spent share. Time spent share data based on eMarketer 4/14 (adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share. 16
%ofTotalMediaConsumptionTime
orAdvertisingSpending Total
Internet
Ad
= $50B
Of Which
Mobile Ad
= $13B
41%
37%
24%
23%
24%
18%
11% 11%
8%
4%

9.
Presumptive
Credibility

10.
New Normal World
of Communication

11.
The era of
Wikileaks

12.
Concentration
of Media with
Political
Ownership

13.
What’s common between
Judiciary & Media?
•They Preach to Others
•High Moral Horse
•Both want self-regulation, and
do not want outside regulation.

14.
Role of Media
- Advocacy & Positive
Direction

15.
Intelligent media companies strive to provide
both intellectual and comedy programs,
groundbreaking and reflective articles, art house
and popular movies. Not to be open minded in
providing a full range of quality media would be
a failure to serve the breadth and depth of the
communities we live in.
Lachlan Murdoch
“
”

16.
The profit motive is not only fundamental to
our ability to reward shareholders and pay
employees; it's fundamental to excellent
journalism. Far from corrupting the craft, profits
enhance it. Expansion drives diversity and
diversity protects and strengthens our craft.
Lachlan Murdoch
“
”

17.
Fastest Growing Media Group in Indian Market

18.
Times of India
Change
India
Campaign

19.
Fitch Ratings: Negative
Outlook

20.
Lowest growth rate in a decade, except 2009
2011/10
25,594 cr
+
23,646 cr
2010
2011

21.
2012/11
+
28,013 cr25,594 cr
2011
2012

22.
Source: Pitch Madison Media Advertising Outlook 2012
Spends in INR crores
8311
9329
10354
11915
14505
17690
20717
18670
23646
25594
28013
12.2
11.0
15.1
21.7 22.0
17.1
-9.9
26.7
7.6
8.6
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
A 11 year Review

23.
www.TheViewspaper.net

24.
Shiv Dravid of TheViewspaper.net

25.
www.governancenow.com

26.
exchange4media.com

27.
pitchonnet.com

28.
impactonnet.com

29.
samachar4media.com

30.
realtyplusmag.com

31.
Franchise-plus.com

32.
What should Media do?
Live Your Childhood Dreams as professionals
Don't be Cynical
Collaborate with everyone
Be The media yourselves
Engage with/collaborate other Media
Understand what constitutes good/positive content
Impatience is good but Persevere

33.
Volume : 2
India On Internet
2016

34.
World Population: 7.3 Billion
Global Internet users: 3.27 Billion
India’s Population: 1.29 Billion
Internet Subscribers: 402 Million
Mobile subscriptions: 976 Million
Mobile Internet Users: 210 million
Smartphones: 651Million
India’s Population
1.29 Billion
We Are 402 Million Strong
Internet
Subscribe
rs
402
Million
Mobile Subscribers
976 Million
Mobile
Internet
Users
210 Million
Smartphone
s
651 Million
World Population
7.3 Billion
Global Internet
users: 3.27 Billion

35.
India is projected to surpass
USA by 2016 and set to
become the
2nd Largest nation
500 million + internet
users after china
Internet Today and Tomorrow
402 400 300 365
730
500

36.
And we are growing. How?
39%
79%
10%
7%
15%

37.
Rural
Male: Rural
Female: Rural
81 Million
88%
12%
Total Universe: 354 Million
F
r
e
q
u
e
n
c
y
o
f
A
c
c
e
s
s
Rural India to dominate next set of internet users
Urban
Male: Urban
Female: Urban
219 Million
62%
38%

38.
INTERNET USER DISTRIBUTION
Active Internet Users In Top Cities Next In Line Cities
The top eight metros accounts for 31 per cent of the overall user base.
Mumbai and Delhi lead in the list of metro and
jaipur and Surat lead in small town cities
Small metros are witnessing a 60% jump

39.
Advertising is changing their
way to Digital
1. Globally, 25% of Total Advertising Spends in 2016 will be on Digital
2. The Total Spend will be $1775 Million. $942 Million on Desktop/Laptop
and $833 Million on Mobile.
Digital media spending has been booming as advertisers increasingly pouring money to
keep up with changing consumption habits.
Global
Digital Marketing has the highest
growth as compared to other sectors,
36%, GLOBALLY

40.
Digital Ad Spend By Formats
*Others: Mobile, Banner, Digital video, Classified, Lead Generation and Sponsorship
India’s digital ad market spending will surpass $1 billion and
a sizeable share of 35.2% will go to search
*Source: eMarketer, March 2015

41.
Lion Share of digital: Display Ads

42.
India tops Google’s search for next big market
India generates second highest traffic on Google search after the US. By early 2016, it is likely to
overtake America on the number of active Android devices in use. India is also the country with
fastest adoption of Chrome web browser

43.
India is now the second largest market – after the United States – for YouTube, Facebook,
and many other video platforms
Video reached majority of web users of all ages, Youtube undeniably the category leader.
India will rule the video platforms
India is likely to become their largest market, bigger than the United States
Online video duration
(On the basis of Genre)
1. Social media averages at 2.4 mintues per video
2. Entertainment average at 4.8 minutes per video
Video viewing on Pc’s
Has doubled in the last 3 years and stands at 59
million viewers
3.7 billion videos
414 minutes per video
Millenianls
Form over 75% of video viewers and consume
64-65 videos per month
Size of online video audience
Has increased across tablets and smartphones
by 30 % (12 month period)

44.
India leads

45.
94% of users access the Internet through their mobile phones in Urban India
Mobile is responsible for a big chunk of this internet growth

46.
Percentage of time spent in different categories
India has become the third-largest smartphone market in the world. The number of smartphone
users is expected to reach 369 million by 2018.
Smart Phone is the ‘Need of Today’ for all Generation.

47.
Global
1. Estimated total market size for mobile app by 2016 will be $146 Billion
2. Annual worldwide app revenue projected by 2017 is $77 Billion
WhatsApp Messenger
Hike
Facebook Messenger
Google + Hangouts
WeChat
Top Im/Chat users in India
India
1. 9 billion apps will be downloaded in India in 2015, more than 5X the number of apps
downloaded in 2012 (1.56 billion) at CAGR 75 %
2. Mobile app usage in India grew 131 %
Many needs. One App. One solution.

48.
1. There is high growth in number of people using
messaging services
2. 38% increase in number of daily user
3. 114 Million users access social media via mobile
Social Media India
Facebook: 125 Million,
Linkedin: 39 Million
Twitter: 32 Million
Twitter
32 Million
Facebook
125 Million
Linkedin
39 Million
Social, carrying the conversation.
Globally
Top 3 Instant messaging
services
1. Facebook
2. WhatsApp
3. Yahoo messenger
Top 3 Social Networks
1. Facebook,
2. Linkedin
3. Snapchat
India

49.
Online Gaming
The gaming industry market in India today is close to USD 890 million in size and is growing at the rate of
about 30 percent, according to a NASSCOM report.
By 2016, India is projected to have 208.2 million mobile gamers, a 22.8 per cent CAGR from 2013.
It is estimated that the mobile gaming segment size will jump to Rs 1,800 crore by 2017.
Gaming apps make up 17% of total downloads
Games topping the charts on Mobile

50.
E-Commerce Everywhere.
1. 100 Million online shoppers in India by 2016 and 250 million by 2020
2. There is 35% compound annual growth rate
3. Every third shopping search on Google is fashion related and the queries on
fashion are growing at 66 % year on year
4. $228 BILLION
5. The size of the Indian e-commerce market in 2030, according to Goldman Sachs
estimates.
6. There is 72% increase projected from last year (average revenue per year)
2015
2016

51.
Different sectors which contributes the India’s E-Commerce Growth
Products that Generate Maximum
Online Interest
Electronics (34%)
Apparel and Accessories (30%)
Books (15%)
Beauty and Personal Care (10%)
Home and Furnishing (6%)
Healthcare (3%)
Baby Care (2%)
Products that Generate Maximum Sales
Apparel and Accessories (84%)
Electronics (71%)
Beauty and Personal Care (64%)
Books (62%)
Household Products (61%)
The frequency of sale
Apparel and Accessories category (34%)
Beauty and Personal Care (33%).
(This makes these categories all the more
profitable due to repeat purchases)

52.
Ecommerce is the new investment in Indian Market
Funding of $150 million
Valued at $1 billion
Raises $50 million
Valuation of about
$300 million
Funding $50 million
Valuation of about
1000 crore

53.
M-commerce
Ranks 2nd Globally In Online Shopping Through Mobile

54.
Campaigns that touched hearts

55.
Govt. of India #Selfiewithdaughter
Objective: Increase awareness
about pre- natal sex
determination and female
foeticide in the state.
Results: The sex ratio in his
village is improving as the
centuries-deep prejudice against
girls begins to change.
Idea: Sunil Jaglan, the sarpanch of Bibipur
village in Jind district, calls upon parents from
across Haryana to click selfies with their
daughters and share them with him on the
social messaging app, WhatsApp.The selfies
were udged by a delegation of 30 women
sarpanches and aanganwadi worker. The
best three entries were awarded trophies,
certificates and a cash prizes.

56.
Star Sports #MaukaMauka
Objective: Promoting India's matches in the Cricket World Cup, 2015
Idea:
Results:
The campaign built on the back of legendary India-Pakistan rivalry caught the imagination of the entire
country. It succeeded in creating hype around the biggest tournament in the game of cricket ensuring
that the event (World Cup) games became a big part of people's life as it was happening. The idea
evolved as the event progressed, the content for subsequent ads was created based on results
The "mauka" campaign hit over 30 million views making it the most viewed advertisement
series during the World Cup.

57.
Mantra #AnoukBoldIsBeautiful
Objective: To connect to the core target and drive a strong brand association
Idea: Myntra has rolled out a series of 3 ad films, each 3 minutes long, each broaching up social
acceptance issues around women. The three films focus on issues like ‘homosexuality’, ‘single-parenting’
and ‘staying single’.
Results:
The Whispers’ portrays a segment of Indian
society that is forever indulging in gossip
around a single mother.
The Visit’ is the story of a lesbian couple who
had been hiding about their relationship with
their parents.
Films have raked in more than 180K to 200K views each and much appreciation for the brand. It also fits
in with what Anouk, the brand stands for. “Your choices make you bold, your boldness makes you
beautiful. Anouk celebrates the ‘Bold’ you.” The films end with a text blurb asking viewers to download
the Myntra app to preview the Anouk collection.
The Wait’ is the story of a single girl
sitting alone in a bar

58.
#TouchthePickle
Objective:
Results of the campaign:
The campaign had dual benefits. On
one had, the influencers on Twitter and
Facebook started conversation around
the taboos. Whereas on the second
half, there were celebrities conversing
on the same issue, which gave the
campaign the much deserved outreach
The campaign received a widespread
welcome from the women all around
the world for showcasing and bringing
the issue across to the social media
Idea:

59.
Maggie #WeMissYouToo
Objective: Taking the brand closer to its consumers, mostly young audience and drive a strong brand
association
Process: Social media has been brimming with love letters to Maggi since the ban and Maggi has finally
responded. Maggi India came up with a new advertisement professing its love for the country, saying
#WeMissYouToo. The 52-second advert has struck a nostalgic chord with most of India's youngsters. Maggi
also had a tie up with a famous e-commerce website ‘Snapdeal.com’ and came up with the idea of selling
maggi welcome kit which was a box containing around 12 packets of Maggi, 2016 Maggi calendar, a Maggi
fridge magnet and a Maggi welcome back letter.
Results:
Snapdeal sold out the first batch of 60,000 Maggi Welcome Kits within 5 minutes of Maggi Flash Sale
going live today. Nestle India sold 3.3 crore units of Maggi in the first 10 days of its relaunch. The
Snapdeal offer is christened ‘Dil ki Deal’ and the hashtag ‘DILKIDEALWITHMAGGI’ started trending on
twitter after the sale was resumed

60.
Volume : 3
TRENDS AS WE SEE FOR 2016

61.
Increased need for organic, tailored, personal content.
Future is all about serving the right material to the right people at the right time in the
right place
“Content is the new ad”
“Content is the new creative”
“Content is the new SEO”

62.
YouTube
14,74,483 lakh 131,772,214
(Subscriber base) (million views)
YouTube
13,10,362 lakh
(Subscriber base)
124,483,452
(million views)
Twitter
13,18,986
(followers)
Twitter
21,71,010
(followers)
Youtube leads in sharing content. Creating conversations, engagement and quality feedback is the key to engage your consumer.
Importance is given to engaging and user generated content. Content is driving Digital world to new heights. AIB and TVF maintains
YouTube channel that shows their comedy sketches and parodies on topics such as politics, society, and the Hindi film industry, and
much of their reputation was founded on their online presence.
Content needs to be Sharable,
Innovative and New
Valuation Valuation

63.
E-commerce everywhere
Brands gauge the desire of each consumers by analyzing their online behavior. Future
will provide mobile payments options.
Custom targeting will have a large-play in the future

64.
E-commerce goes Physical
Think bigger than just selling offline, think of it more like creating the trend.
Amazon is opening its first physical bookstore, 20 years after the world’s biggest online
retailer started selling publications on the internet. Amazon Book Store opened at University
Village in Seattle.
Amazon is following in the footsteps of Apple as well as traditional bookshops. Apple has
opened shops across the world to sell technology, and it also uses the physical locations to
bolster its brand.
he Seattle store, Amazon Books, will be a physical extension of the company website,
combining the benefits of online pricing with traditional book shopping, the company said in a
statement. It offer as many as 6,000 top-rated titles, culled from Amazon.com customer
ratings, sales, pre-orders and other factors.
Lenskart and Pepperfry are two other Ecommerce players who have opened their physical
store.

65.
Internet Of Me
Me is important today. Its about individuals. With each turn of the innovation wheel, old-
school products are getting smarter, connected to web. From thermostats to refrigerators,
entrepreneurs are reinventing most everything. There is huge opportunity for wearable
technology. Glasses, watches, apparel, you name it. Entrepreneurs are reinventing most
everything. Soon you and your pets will wear the same technology

66.
Niamos is a connected device that specifically maps the social media
interactions in the real world, identifying & following the customers wherever
they meet the brand. It features a real-time and historical big data analytics
stack to help brands in designing the marketing strategy for increasing the
customer base and not just the numbers on social media platforms. It also
aims at interacting with the customer and giving the value for every walk-in.
Device operates on ‘Internet of Things’ (IoT) and ‘Near Field Communication’
(NFC) technology. An inbuilt wi-fi connection makes NiAmos an impeccably
accurate local interaction machine. -

67.
Rise of OTT content
With the growing appetite for video content, over the top (OTT) service providers like
Hotstar and SonyLiv are seeing rapid growth.
The active OTT video subscriber base is expected to rise from the current 15 million to
105 million in 2020. Shift towards OTT content means that even marketers will shift their
advertising spending onto digital. With the growing penetration of data services across
India, content consumption is surging across consumers. It also provides us the ideal
platform to reach a larger subscriber base and offer a very compelling array of content.

68.
STAR India, the country's leading TV network,
launched Hotstar in 2015.
On Hotstar, STAR signed Indian comedy group All
India Bakchod as a pull to get younger viewers who
were not going to log on for just sports.
The app currently has close to
30 million downloads so far.
Sony Pictures Network India jumped on the
bandwagon and launched SonyLiv, its OTT arm.
Hungama, Spuul, BoxTV and Ditto TV are also part of
the crowded market.

69.
Thinking global instead of local
Your Competition is no longer just local.
Small thinking needs to be discarded.
The world can now be reached with a tweet,
an email or a blog post that is shared on social

70.
The c
Campaign was launched by Prime Minister Shri Narendra Modi. As over a thousand global
and domestic business leaders and top global companies from countries including the US,
Japan, Korea, Sweden, Poland, Australia, China, Italy, Germany, and France attended the
event in-person, even more engagement happened online pegging on the beguiling hashtag
– #makeinindia.
There were live updates on Twitter and Facebook, post event reactions on YouTube, and a
live blog set up on a micro-site. While the public interest and the industry participation
peaked, the online activity broke new grounds with participants from over 100 countries
making #makeinindia trend with over 10,000 tweets per hour during the live event and more
than 1 billion impressions.
#MakeInIndia

71.
Mobile is now your first screen
You are moving from local to global and 60% of internet users will be co
aming online in the next 5 years will be accessing your website via a
smartphone.
Think Smart. Go Mobile
Less is More.

72.
Players will be contributors
Come 2016 and gamers won’t just be watching future developments, instead, they’ll be
contributing to it. Games will allow players to construct their own levels and decide the
final direction of quests in-game and then share them online.

73.
Annurag Batra
Chairman & Editor-In-Chief
BW Businessworld Media Group & e4m Group
Anurag.batra@businessworld.in
abatra@exchange4media.com
Facebook: facebook.com/anuragbatrayo
Twitter: twitter.com/anuragbatrayo