MAM
IAA India chapter announces its managing committee lineup
Mumbai: The International Advertising Association (IAA) India chapter on Friday announced its managing committee lineup for the financial year 2021-22. The members co-opted and invited to the committee were announced at the Annual General Meeting (AGM) chaired by Discovery Communications India – South Asia MD and the recently re-elected president Megha Tata.
“I am delighted to bring together such a wonderful mix of enthusiastic, experienced, diversity in gender and industry-wide representation to the mancom this year. Together we hope to continue to be the beacon of light of our industry,” said Tata.
The mancom members are: Madison Communications Pvt Ltd chairman & managing director Sam Balsara; Republic TV group president Dr Bhaskar Das; Viacom18 Media head – Hindi and kids TV network Nina Elavia Jaipuria; Laqshya Media Group managing director Alok Jalan; Orient Electric Ltd business unit head of appliances Salil Kappoor; The Advertising Club, Madras past president and independent communication consultant Anbuchezhiyan K; Mathrubhumi PTG & PBG Co Ltd managing director MV Shreyams Kumar; Canco Advertising Pvt Ltd founder Ramesh Narayan; Pantaloons CEO Sangeeta Pendurkar; India Today Group’s TV Today Network & Radio CEO Rahul Shaw; Hungama Digital Media founder and CEO Neeraj Roy; EENADU director I Venkat; Intelligent Insights Pvt Ltd founder Ashok Venkatramani; The Horologists founder and president Mitrajit Bhattacharya; Barc India CEO Nakul Chopra; The Times of India Group president Partha Sinha; Zirca Digital Solutions Pvt Ltd CEO and director Neena Dasgupta, and Shemaroo Entertainment Ltd COO Kranti Gada.
At the AGM held on 24 September, Eros International Media Ltd group CEO and executive director Pradeep Dwivedi was re-elected vice president. The other elected office bearers are – Lodestar UM CEO Nandini Dias as honorary secretary and The Free Press Journal director Abhishek Karnani as honorary treasurer.
Zee Entertainment Enterprises Ltd managing director & CEO Punit Goenka will continue as a member of the managing committee as the immediate past president.
The other elected members of the managing committee were: Another Idea founder Jaideep Gandhi; The Indian Express Ltd executive director Anant Goenka; ABP Network CEO Avinash Pandey; Deshdoot Media Group managing director Janak Sarda, and GroupM South Asia CEO Prasanth Kumar.
The co-opted members were: Havas Group India CEO Rana Barua; Dentsu Aegis Network CEO-APAC and chairman India Ashish Bhasin; Amar Ujala Publications Ltd president of marketing Rajiv Kental; Indira Television Ltd director Rani Reddy;
R K SWAMY Hansa & IAA Presidents’ Council chairman and IAA Global immediate past chairman & world president Srinivasan K Swamy.
Headquartered in New York, the IAA is a globally-focused integrated advertising trade association with membership representing advertising agencies and the media. The association comprises corporate members, organisational members, educational affiliates, as well as 56 chapters with individual members and young professionals from 76 countries and is over 80 years old.
MAM
Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
