MAM
set2view: who’s watching the 2nd TV home viewer?
TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper – set2view:who‘s watching the 2nd TV home viewer?
The award winning research paper at Emvies 2005 has been put together by MediaCom India.
How often have media planners been asked ‘why are some markets in the hindi-speaking zone consistently lower in delivery than the average?‘
Up until now, all TV optimisation software in India took into account channel, daypart, genre mix and more recently ‘intensity of viewing’. Mediacom India’s award winning paper at Emvies 2005 hypothesizes that TV Optimisation will be complete once it incorporates the new and growing dimension of TV viewing patterns – viewing on the 2nd television set.
This paper’s ‘research idea’ was to establish that there exists a new dimension to TV Optimization that has hitherto not been identified or addressed by any TV planning database or software! Taking the industry lead in India, in a first of its kind endeavour in the country, we approached TAM to do an exclusive analysis for us.
What the study found was that while a relatively small 7% of overall TV homes have multi-TV sets – the number looks much healthier as we move up the SEC as well as in specific ‘hindi-speaking’ markets!
Overall, 16% of SEC-A homes have more than one TV set
In markets like Delhi, UP, Punjab – almost a third of SEC-A homes are multi-set homes
And, almost 18-20% of SEC-B homes are impacted
Questions we raised:
Is our overall picture of ratings & viewership being distorted by not acknowledging this growing ‘multi-tv set’ trend?
More important, what is the impact on the overall media plans?
Are we sub-optimally addressing a growing breed of potential consumers with the power to purchase?
set2view is a powerful insight which will gain even greater and wider proportions in years to come – because as multi-set homes gain in penetration, this will be a Discriminator to further fine-tuning SEC A as well as providing a life-style parameter to TV planning!
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
