Indiantelevision.com Team

(30 May 2007 6:30 pm)

MUMBAI: Channel [V]'s iconic anchor Lola Kutty flagged off the second day's proceedings at the Promaxbda India 2007 conference. Promising "a long day of egg-zhitement" in her characteristic accent, the session began with 'Filmy Promo Challenge'.

Four media institutes - Mica, MET, Symbiosis and Indra School of Communication - competed in creating on-air promos for Filmy's spoof king Lallan.

Bhalwankar presented the case of Zee Marathi launching Asambhav, a serial on reincarnation. "Our actors are well-known faces who perform in several other serials. For the promos, they spoke directly to the camera, greeting audiences, making them aware of their new roles on this serial," he said.

Ragani, while disagreeing with the creatives presented by both Zee and Star, presented two spots for MTV's On the Job. "The promos worked for us although the show did not translate into good TRPs. As promo directors, we want to hit high with good creatives that capture interest and convert into viewership. Whether the interest is sustained or not, depends on the show's content," he asserted.

In another session, Paul Weyland Training Seminars president Paul Weyland presented 'On the Spot'. He focused on the overuse of clichés in commercials and how they could be countered by the use of 'reality advertisements'.

"Commercials can identify and solve problems that consumers are having. Real people could be used in ads so that they can touch people emotionally," he said. "Ultimately a commercial has to be outstanding to stand out from the rest of the clutter."

The pre-lunch session, 'Anatomy of wit' by Rob Machin explained humour and the psychological reception to witty advertising. In a session illustrated by funny international commercials, Machin ventured deep into the topic providing insights into funny animals, colours and even numbers.