Indiantelevision.com Team

(29 May 2007 5:00 pm)

MUMBAI: Promaxbda kicked off its annual two-day event here today with the central theme this time on `Identity: Crisis or Creative.'

NDTV Imagine CEO Sameer Nair

Delivering the keynote address, NDTV Imagine CEO and Promaxbda India conference chair for the third year Sameer Nair said 2007 for the Indian television industry "is a year of change where old equations have given way to new formulae."

Distribution strategies are changing, people movements are taking place and creative approaches are being challenged. "While for some it means protecting their existing brands, for others it means building new brands," the former Star Entertainment India CEO pointed out.

The issues of brand identity to be addressed at this year's conference are apt as the challenge lies in the change that the industry is currently encountering, Nair said.

Alliance Atlantis VP creative services David O'Brien, who was the first speaker in the day-long seminar, focussed on television spots that were well executed on a low budget. Speaking on 'Champane spots on beer budget,' he said a great yet simple idea can do the trick. In order to inspire youngsters and share his views on good creatives churned out on a shoe string budget, he showcased several instances of mockumentaries, the use of look alikes, simple animation, the use of music and text and good editing in countering these constraints.

Providing a perspective to young creative professionals gathered at the conference was former head of network creative BSkyB and media consultant Martin Delamere. He advocated the 'Ten things we should know about Branding' with special emphasis on the re-branding process of Sky Movies.

According to Delamere, the re-branding strategy starts with the creative and in doing this there were certain wrongs that had to be corrected at Sky Movies. "The media brand should be a guide and act as a curator, educator and filter in this avalanche of information," he said.

The channel re-vamped its look with a stronger and simple logo and the addition of brand value which acts as a key differentiator. "Be distinctive in order for your brand to stand out," Delamere said.

In another instance, he also looked briefly at how Sky gradually incorporated their values into an acquired brand Artsworld that organically grew into SkyArts.

Delamere suggested that the brand should create a strong emotional connect with the consumer in order to be their guide.