MAM
Disney auditions in theme park to promote ABC shows
LOS ANGELES: This is an excellent example of a media conglomerate using its bread-and-butter property to cross-promote a struggling enterprise.
Last year, to shore up ratings for ABC’s new shows, the broadcaster’s parent Walt Disney used units such as the California Adventure theme park to generate excitement about its content. Now, Disney is looking to take things to the next level by focussing on ABCs reality-oriented content.
California Adventure, opposite Disneyland in Los Angeles-area Anaheim, California, will host the ABC promotion on 6 and 7 September. Disney will hold auditions for The Bachelor and The Bachelorette,which will have randomly selected guests acting out scenes from upcoming episodes with the actual actors.
The strategy is all about programme sampling. Disney state that this is a very targeted and proven entertainment marketing technique, to get people to see what you are talking about. This year’s cross-promotional event also involves other Disney divisions, including the cable and radio networks, online unit and publishing arm.
Separate season-launch initiatives include cross-promotions on ESPN as well as in DVD trailers.
Last year, fans saw special screenings and met some of the series’ stars like Alias’ Jennifer Garner who hung out in the company of Mickey Mouse, a report in Hollywood Reporter stated. In India, the show airs on AXN. For Disney, the payoff was an estimated $8 million in free publicity from the national and regional television, radio and print coverage of the two-day ABC Primetime Preview Weekend.
Reuters, meanwhile, states that one of Disney’s recent cross-promotional successes has been with the Johnny Depp summer film Pirates of the Caribbean. The film was based on a Disneyland theme park ride. In the past, Disney has used its parks to promote ESPN.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
