In the Media
The Evolving Landscape of the Radio Industry in India
It is amazing to see the adaptability of the radio industry in India; I believe it is here to stay. We all remember our grandparents and even our parents listening to the radio when we were young. Before Tv became common in households Radio was the only source for information and entertainment. Even today most of us like listening to the radio on the drive as it surprises us with unexpected and sometimes forgotten songs. Today when the good old TV is battling between OTT and other services,...
Partho Dasgupta: The growing popularity of influencer marketing over traditional marketing methods
Influencer marketing has changed the advertisement/marketing industry for the better – Partho Dasgupta Social media has a significant impact on our daily lives and has completely changed how businesses advertise their goods and services. Today influencers are the new superstars and a new type of marketing strategy has emerged entirely based on social media. Influencer marketing, a type of advertising that makes use of social media influencers’ fame and power, has become a potent tool for...
UPI – Pay Now link shows the new age global approach of the Government
Partho Dasgupta talks about the popularity of UPI and how its link with Pay Now is going to change cross-border financial transactions. Payment methods in India have seen a newfound growth. Post Covid the growth trajectory of online payments has touched the skies. The ease of payment with just your mobile sitting in the comfort of your home while the rest of the world is standing in lines is what made UPI popular. The National Payments Corporation of India (NPCI) created the real-time payment...
Partho Dasgupta Talks About Amazon’s Tie-Up With ONDC
Partho Dasgupta talks about ONDC and how it has the potential to be a savior for small businesses in this market dominated by e-commerce monopolies. Everything is online. If you have an internet connection, then most of the things that you require for your daily needs or functioning are within your reach instantly. As a consumer, you have unlimited options at your disposal and you can just fill your cart online and receive the products within a few hours or days! Even businesses now want...
What is the future of Netflix’s AD-supported plan?
Will Netflix’s AD-supported plan help it break the Indian market? Partho Dasgupta shares that it is a decision that should have been made a long time ago! Many brands had to change their strategy while entering the Indian market. Indian people’s choices, priorities, their values have to be kept in mind before any business enters this market. With the advent of OTT platforms, Indians recalibrated their choices and the younger generations started moving towards ‘unconventional’ OTT for better...
Partho Dasgupta talks about the growing popularity of social media influencers as a news source
Media houses Vs. Influencers who have more reach? Can influencers really compete with media houses? Partho Dasgupta sheds light. Gone are the days of crazy fandom for Bollywood celebs when posters of Rajnikant used to be doused with milk, or temples used to be made for Bollywood stars like Amitabh Bachchan. The craze for Bollywood actors has seen a significant decline as social media has emerged. Why? Well, today influencers have become celebrities. They seem to have a lot more influence over...
Has BCCI overestimated its expectations? Will IPL now be playing both on grounds and the Board rooms??
BCCI, the governing body of cricket in India is almost like an empire that has been built on the collective fervor and obsession that Indians have for the sport.
The Future of the Streaming Market in India
The year 2020 will probably go down in history as the year that truly changed the media industry. With the pandemic spreading through countries, people and their world was confined to their homes. Work from home, school from home everything became the new normal. The Internet was the only thing that kept people sane as it was their only source of entertainment, work, and communication with their loved ones. Many businesses boomed while others drowned in this new world where people’s priorities...
Partho Dasgupta, former CEO of BARC, discusses Metaverse
Partho Dasgupta, the former CEO of BARC, discusses the metaverse’s impact on film and television.
Are we too gullible? Partho Dasgupta shares thoughts on how much we trust media
India is a land of contradictions, what's true at one place in time maybe not be true in another situation. We truly are a melting pot for different religions and cultures. In today’s world where everyone has their own opinion and puts out their thoughts on social media websites like Twitter, LinkedIn, Insta, what exactly truly represents our country? Do our citizens represent our country or do the elite class represent us? Or is it the politicians? 2022 is the age of data. We are drowned in...
Partho Dasgupta shares views on the policies of the government on fake news
With power comes responsibility. This famous quote is true for people, businesses, organizations, and will always be the core point in dealing with people. Social media or media in general holds power over common people as they are the ones dispensing crucial information and entertainment to people. We all know that people have been affected by media for the longest time. It is only logical to hold them accountable for the information they spread. India is a country of billions of people and...
Sensationalism is going to be the Bane of Indian News Media
Every news channel today is trying to get hold of people’s attention. The busy ticker on the bottom, the flashing “Breaking news” sign, and the blinking advertisement are all there to overstimulate the brain and catch our attention. Gone are the days of the old 9 PM stoic Doordarshan news that a family sat down to gain knowledge of their current affairs. Today is the age of ‘in-your-face journalism’, where the anchor shouts his opinions on you rendering you incapacitated to form your thoughts....
Is internet censorship required? The burning question that needs to be answered
The Internet is a universe on its own. With numerous channels, websites, video content, and audio content, you name it and the internet has it! However, it has become extremely difficult to filter through this never ending stream of information. What information is appropriate? For what age? What demographic etc. are the questions that everyone is asking today. According to a report ‘Internet in India’ by IAMAI, there are 692 million active internet users in India with almost equal usage in...
Tollywood’s takeover of Bollywood is indicative of the change in viewership choices of the audience
Tollywood, Sandalwood, Bhojwood, Pahariwood. no these are not the names of different types of woods, these are the different movie industries in Bollywood representing a region. Even if the name Bollywood is a moniker for the Indian film industry, it has always been used to represent Hindi cinema. The diversity of India can be truly seen through the Indian film industry. The industry has never been able to represent other languages or their art in a way that they deserve, however things have...
Change in the strategy of OTT platforms needed to succeed in India
India has always been a challenge for businesses that are not indigenous. With one of the fastest growing economies in the world, India has become the ‘go-to’ place for businesses. However, capturing the Indian market takes more than just business acumen. To get into the Indian market a business has to get inside the minds of Indian customers. The diversity in India also means diverse choices and preferences. Many marketing strategies that have worked for other countries have failed miserably...
Partho Dasgupta BARC ’s Ex CEO – “Fake News Is The New Pandemic”
Every time we are on the internet, we are bombarded with a wide array of news articles and information that have their own agenda. We share this information with just one click and somehow unknowingly become a part of the bigger narrative that some websites or groups are trying to weave. Welcome to the world of fake news! Where information is the weapon and we all are the targets. Today, when a large majority of the population has access to the internet, distilling the right information, has...
D2M may be the technology that we don’t require
The changes in technology in the past decade have taken a big leap. From turning the antenna at just the right angle on our roof to get a signal during the much awaited cricket match to talking about web 5.0 and decentralization, it just seems surreal. Internet as technology has made things so much easier and given people the independence to choose what they like. The television set was one of the things that used to bring the family together for a shared watching experience every day....
Partho Dasgupta talks about OOH advertising and its growth in India
As India reopened and we moved into ‘the new normal’ after lockdowns, out-of-home advertising gradually returned to pre-pandemic levels. Malls, movies, airports, and metro railways reclaimed their place in the marketer’s armoury as people moved out and about, to enjoy leisure activities such as entertainment, dining out, shopping, and travel. As a result, the outdoor advertising industry is finally on the mend. In the first four months of 2022, India’s OOH (out-of-home) segment made...
Partho Dasgupta – “Drones need to be effectively used, anti-drone tech is critical”
The Defence Research and Development Organisation (DRDO) recently developed a counter-drone system for aerial security. Partho Dasgupta (in picture) praises the fact that India is finally moving on from its dependence on different countries and coming up with indigenous defense systems as a part of the ‘Make in India’ initiative. The future of this technology is limitless. — By arrangement With technology changing almost every day, it seems like anything and everything can be turned into a...
Partho Dasgupta, former CEO of BARC talks about Metaverse
The Metaverse is likely to be a digital twin of the real world, as it will consist of virtual depictions of various people, places, and things found in the physical world. The whole media and entertainment sector is ready to undergo a paradigm shift with the birth of the Metaverse. The gravity of it is starting to dawn on not just billion-dollar companies, as reflected in Facebook’s title change to Meta, but everyday people who can see that the future of mankind is becoming increasingly...
Partho Dasgupta BARC ’s former CEO elaborates the Success potential of EKAM
To solve the digital puzzle, BARC India 2017 launched its EKAM range of products. The brainchild of this idea was Partho Dasgupta BARC ’s former CEO.. He proposed EKAM with the vision of measuring content on digital platforms. The name EKAM was a strategised term (meaning one), representing the concept to build a platform for broadcasters and content creators to use for monetisation. Being an industry expert, Dasgupta was a visionary to know that in India, digital platforms will outrun...
Partho Dasgupta’s prodigious hard work paved the way for success of BARC
BARC (Broadcast Audience Research Council) India is a multi-stakeholder industry organisation founded by different players in the Indian television and advertising ecosystems with the purpose of designing, commissioning, supervising, and owning an accurate, reliable, and timely television audience measuring system for India. Partho Dasgupta, the former CEO of BARC talks at length about the hard work he did, the challenges he faced and overcame and everything that went behind setting up...
Partho Dasgupta shares opinion on self-regulation of OTT platforms
Over-the-top platforms, or OTTs, are audio and video hosting and streaming services that began as content hosting platforms but now, have expanded to include the production and distribution of short films, feature films, documentaries, and web series. In the last few years, these platforms have grown in popularity to the point that India now has over 17 million OTT platform users. The Indian government brought OTT services like Netflix, Amazon Prime, and others under the Ministry of...
Partho Dasgupta Explains The Changing Face Of News In The Internet Era
We live in the era of on-the-go entertainment and now people want on-the-go news as well. Starting from Radio telecasts and 9 o clock Doordarshan news to watching the news on our mobile phones, we have come a long way. Today people do not rush to switch on their Television to see what is happening in the world. They just take out their phones and Google. Today the news reaches people in real-time and details of each and every second are shared with the viewers. News and the ways to deliver it...
Partho Dasgupta Explains What 5G Has In Store For OTT Services
Notably, the amount of video content consumed has increased dramatically in recent years, and 5G is designed to accommodate this increasing trend. However, the future of streaming is about more than just meeting demand. The late 2000s witnessed the advent of Web2.0, the first iPhone, the transition from analogue to digital television, and the emergence of 3G. People could watch anything they wanted, whenever they wanted, and anywhere they wanted with the convergence of these occurrences that...
Partho Dasgupta, former CEO of BARC benefitted many companies through his illustrious career
A leader is only a leader when he influences people to work on goals which were not always worth pursuing for them before. It takes a lot of hard-work, determination and most importantly, experience to make it at the top of the ladder. As, at the top, the stakes are high and the demands are intense. Partho Dasgupta, the former CEO of BARC, and current Managing Partner at Thoth Advisors is example of an excellent leader. His constant vigilance and preparedness of work is the price he has paid...
Find the right path to lead an inspired team, Ex CEO of BARC Partho Dasgupta throws light
Change in the workplace tends to cause uncertainty, worry, and anxiety in both the personnel affected by the change and the executives who are implementing it. Consequently, this has an adverse effect on employee motivation and performance. Motivation is a challenge for almost every team leader since it is an inherent aspect of team building (changing oneself from the inside) rather than an extrinsic part (external rewards). “Unfortunately, some managers still rely on old-school approaches...