News Broadcasting
Maas’ checklist for killer TV commercials
NEWDELHI: Want some insights into what makes for killer television commercials? Jane Maas, chairman emeritus, of the US-based Earle Palmer Brown Advertising & Public Relations gives her list.
Maas is credited as being the one who masterminded the I Love New York ad campaign that had such a successful run. The list has been culled from a presentation Maas made at last week’s CTAM Summit in Boston during the “Dirty Details of Creating Advertising Campaigns” master course.
Here’s Maas’ checklist for great television commercials:
Let the pictures tell the story. Maas believes that the best ads can be understood with the sound turned down, and that storyboards that are employed for mock-ups are best viewed without the accompanying text.
Be single-minded.
A good commercial is uncomplicated. Direct. It never makes the viewer do a lot of mental work. Namely because time is limited and expensive for TV commercials. For instance, in the UK, the duration of the slot is 15 seconds; in India it is 10 seconds. Within that time frame not much communication can be pumped into the message; probably one can state only the product’s name and perhaps a single product benefit to the prospective consumer.
Have one or two key visuals that can sum up the entire ad.
Is the core idea the most important/most memorable element in the spot?
Make sure the commercial is intrusive, but don’t include extraneous elements to simply get the viewers attention.
Ensure that the television commercial is memorable. “Don’t leave home without it” is a tagline that American Express hasn’t used in its advertising in years, Maas says. Nonetheless, it’s still remembered as the brand’s signature.
Take care that the V/O is good enough and that the brand name is registering and not being blurted or muttered.
Your brand should be able to own the advertising. For instance, there is a restaurant in Mumbai called Under the Over because of its location below the Kemps Corner Flyover. In this manner you pre-empting the value of the choice location.
Is the brand name registering, not just being muttered?
The list that Maas presented is a modification of “10 Ways to Get a More Effective Commercial” from the book she co-authored with Kenneth Roman – How to Advertise.
The following is the list as given in the book
1. The picture must tell a story;
2. Look for a key visual;
3. Grab the viewer’s attention;
4. Be single-minded;
5. Register the name of your product;
6. Show people not objects;
7. Have a payoff;
8. The tone of your advertising must reflect your product personality;
9. Avoid talky commercials;
10. Build campaigns, not individual commercials.
News Broadcasting
CNN-News18 rolls out Battle for the States ahead of key polls
Multi-format election coverage tracks voter mood across five battleground states
NEW DELHI: CNN-News18 has launched a special election programming initiative titled Battle for the States, as India gears up for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
Built around the theme ‘Road to Power’, the multi-format coverage aims to follow the entire electoral journey, from campaigning and polling to results and government formation. The network is leaning into on-ground reportage and data-backed storytelling to decode voter sentiment across regions where local issues often shape the narrative.
The programming line-up includes ‘Vote Tracker’, a three-part series developed in collaboration with survey agency Vote Vibe. The show blends survey insights with expert commentary and field reporting, using augmented reality graphics to present complex electoral data such as vote share, seat projections and leadership preferences in a more accessible format. It will air every Monday evening until April 6.
Adding a cultural lens to political reporting is ‘So Saree!’, a ground-driven segment where women anchors travel across constituencies dressed in traditional handwoven sarees from each state. The format uses attire as a storytelling device, highlighting regional identity while capturing grassroots voices.
Meanwhile, ‘Unfiltered Kaapi’ and ‘Chai-Niti’ bring a more conversational tone, drawing inspiration from everyday political discussions in tea stalls and coffee corners. These segments aim to break down key issues through candid, fast-paced exchanges between anchors and reporters, tailored to regional sensibilities.
For viewers seeking deeper insights, the weekend docuseries ‘Reporters Project’ takes a longer view, with correspondents travelling across constituencies to map voter concerns and political shifts on the ground.
“Elections are about people, their aspirations, identities and the issues that matter to them, and every state tells a different story,” said CNN-News18 editorial affairs director Rahul Shivshankar. He added that the initiative focuses on understanding “the sentiment on the ground and what’s driving voter choices”.
Echoing the emphasis on credibility, Network18 CEO – English and business news Smriti Mehra said the network aims to combine on-ground reporting with data-led insights to deliver clear and timely coverage as the elections unfold.
With a mix of data, culture and grassroots reporting, CNN-News18 is positioning Battle for the States as a comprehensive window into one of India’s most closely watched electoral cycles, where every vote carries a story waiting to be told.
