News Broadcasting
Advertising sets heart racing: CNN Study
MUMBAI: Brands who choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are likely to enhance perception of their brands, reveals a case study conducted by CNN International.
The results carry weight for brands that place their advertising in an engaging environment, prompting an emotional response from the audience.
The case study (Cross-platform Advertising Study on Effectiveness and Engagement) consisted of a two-stage approach. Stage one involved a multinational online study of cross-platform effectiveness in which consumers were exposed to diverse media experiences. Stage two measured attention and engagement through a variety of techniques including biometrics, eye tracking and in-depth interviews.
Turner International Asia Pacific VP reserach Duncan Morris says, “We wanted to show that by complementing advertising on CNN TV with ads on CNN.com and CNN mobile, an advertiser can markedly increase campaign recall leading to positive shifts in brand attitudes. The fact that these respondents were not primed for an advertising study makes these results even more poignant.”
Engagement and Biometrics : Body responses such as heart rate, motion, respiratory rate and galvanic skin response (sweating) were translated into measures of “attention” and “engagement” – the Holy Grail for advertisers. These were collected by using a lightweight ‘smart vest’ which respondents wore while watching CNN programming and advertising.
Contrary to popular belief that viewers disengage once scheduled programming ends, the study results showed that engagement actually can increase during ad breaks, as much as 10 per cent.
CNN International VP ad sales Asia Pacific William Hsu says, “This study shows it is content that provides the springboard for advertisers to secure meaningful connections with audiences. In conjunction with our recent PWC study, it provides valuable industry insight to help brands market smarter.”
The level of attention an advertisement receives impacts the ability of respondents to remember the brand. When respondents viewed advertising online and on mobile, they were more attentive, increasing the likelihood of advertising being noticed and adding to the re-call of the overall campaign.
The research also showed that despite the high cross-over between the audiences of all the CNN properties, the audience is in a different state of mind when online or using a mobile phone versus watching television. Generally audiences were more attentive (though not necessarily more engaged) when online or mobile than when watching television.
News Broadcasting
Brand Bengal Takes a Bow as Enterprise Steals the Show
TV9 Bangla honours 30 plus changemakers in four episode celebration.
MUMBAI: In a state famed for poetry and politics, business took centre stage. And this time, the applause was for balance sheets as much as ballads. Organised by TV9 Bangla, Brands of Bengal Season IV unfolded as an immersive awards showcase recognising some of the region’s most promising and impactful enterprises. Spanning sectors from real estate and education to pharmaceuticals, healthcare, hospitality and technology, the initiative cast a spotlight on organisations shaping what many still fondly call the City of Joy.
The celebration will reach viewers in four televised episodes, with the first two airing on 14 and 15 February, followed by the remaining two on 21 and 22 February, each between 11.30 am and 12 pm.
Beyond trophies and titles, the core idea was sharper: ignite entrepreneurship in a state often perceived as cautious about risk. Brands of Bengal aims to nudge the next generation towards business by chronicling journeys marked by hardship, resilience and reinvention. The narrative is less about overnight success and more about grit, determination and long term commitment that define Bengal’s evolving economic story.
TV9 Network chief operating officer for national and International K Vikram described the initiative as both recognition and reminder. He noted that undivided Bengal was once the industrial hub of British India, before socio economic shifts altered its trajectory. Today, he said, the state’s institutions are demonstrating resilience, creativity and global ambition, and the awards seek to honour organisations that combine commercial success with meaningful social contribution.
The winners list reads like a cross section of Bengal’s entrepreneurial spectrum. From Utpalaa The Condoville by Ambuja Neotia for excellence in landmark residential projects, to IEM UEM Group for excellence in education and placement. Suraksha Diagnostic Limited was recognised for excellence in genomic diagnostics in Eastern India, while Taste and Byte earned acclaim for customer delight in the cake shop chain category.
Healthcare and education featured prominently, with honours for Santiniketan Medical College and Hospital for transforming rural healthcare, ASMII Save The Sight Foundation for advanced eye care, Vivekananda Hospital for trauma and critical care, and International Institute of Nursing and Research for nursing education. Institutions such as Adamas University, JDS Public School and Elitte College of Engineering were recognised for academic excellence.
The awards also acknowledged innovation in technology and services. Adamas Tech Consulting Private Limited was named among the most promising technology brands nationally and internationally, Techwala K3 Solutions Pvt Ltd was recognised for digital brand building strategy, while Samata Co operative Development Bank Ltd was honoured for co operative banking services empowered by digital innovation.
TV9 Bangla Brands of Bengal recognises the following brands under multiple categories as listed below:
Client Category Utpalaa~The Condoville by Ambuja Neotia Excellence in Landmark Residential project of the region IEM-UEM Group IEM – UEM GROUP – Multi-Campus University- – BRANDS OF BENGAL for Excellence in Education & Placement. Suraksha Diagnostic Limited Excellence in Genomic Diagnostics – Eastern India Taste & Byte Excellence in Customer Delight – Cake Shop Chain (Bengal) Adamas University Excellence in Academics and placements Aditya Group Excellence in Eastern India Impact Leadership M L Support Excellence in Health Care Service JDS Public School Excellence in Holistic Education ELITTE COLLEGE OF ENGINEERING Excellence in Engineering Teaching Adamas Tech Consulting Private Limited Excellence and most promising Technology Brand in nationally and internationally Bhooter Raja Dilo Bor Excellence in Outstanding Bengali Culinary Heritage M/S MOHD SHAHNAWAZ KHAN(Transport and Logistic Services) Excellence in Road Transport International Institute of Nursing & Research Excellence in Nursing Education & Research Mitra Caf? Excellence in Bengali & Multi cuisine restaurant Novesta Group Excellence in Bungalow Project Development – Bengal Santiniketan Medical College & Hospital Excellence in Transforming Rural Health Care System Introlink Excellence in Kitchen and Furniture Technology Samata Co operative Development bank Ltd Excellence in Co-Operative Banking Services Empowered by Digital Innovation ASMII SAVE THE SIGHT FOUNDATION Excellence in Advanced & trusted Eye Care Vivekananda Hospital Excellence in Trauma & Critical Care Purusottam Homeo Bikash Laboratory (Bonded) Excellence in Quality Assurance in Homeopathic Medicines PICE Educare Private Limited Excellence in medical education consultant (India & abroad),2025 Swarnabha Industries Excellence in Plastic Multiple Product Manufacturing Business Bharati Diagnostic Centre Excellence in Diagnostic Services Surobharati Sangeet Kala Kendra Excellence in Cultural Education for Children & Youth Techwala K3 Solutions Pvt. Ltd. Excellence in Digital Brand Building Strategy Maharaja Caterer Excellence in Catering Services in Kolkata Banabithi Resort Excellence in Eco Resort Hospitality
From Bhooter Raja Dilo Bor and Mitra Cafe celebrating Bengali culinary heritage, to Banabithi Resort in eco hospitality, Maharaja Caterer in catering services and Swarnabha Industries in plastic product manufacturing, the spectrum reflected Bengal’s diverse enterprise fabric. Organisations such as M L Support, Bharati Diagnostic Centre, Purusottam Homeo Bikash Laboratory and PICE Educare Private Limited also featured among the honourees.
The evening concluded with a high energy gala night that blended business with Bengal’s cinematic flair. Tollywood actors Abir Chatterjee and Monami Ghosh were in attendance, while the finale saw the presence of leading names including Padma Shri awardee Prosenjit Chatterjee, Rituparna Sengupta, Jishu Sengupta and filmmaker Srijit Mukherjee.
If literature once defined Bengal’s identity and cinema shaped its imagination, Brands of Bengal suggests enterprise is scripting its next chapter. And this time, the spotlight is firmly on those building it.
