How “New Media” is Redefining Traditional Media

The media has been the harbinger of many revolutions and is constantly evolving. From newspapers to television channels, to Internet news portals, social networking sites and blogging, the change has been phenomenal. These changes became the theme of a seminar organised by Planman Media, the publisher of The Sunday Indian, a news magazine published in fourteen languages, at the North Campus of the Delhi University in association with the Web Journalism department of Sri Guru Teg Bahadur Khalsa College on March 4, 2011. The theme was “New Media-Youth Media: Challenges and Opportunities”.

The speakers shed light on various aspects of the theme at the occasion, which also witnessed the launch of The Sunday Indian’s Hindi website: www.thesundayindian.com. Besides various colleges of the Delhi University, the seminar saw a presence of around 700 teachers and students from various other journalism institutes. Successful students of the web journalism course from Sri Guru Teg Bahadur Khalsa College were handed out certificates by Prof. A. Sandeep, Group Editor, Planman Media, who also called upon the students to use the new media to build a civilised society and dedicate themselves to the rejuvenation of the nation.

The seminar was attended by popular blogger and Managing Editor of NDTV India, Ravish Kumar, Input Editor Zee News (UP) Sheetal Rajput, News 24 Prime Time news anchor, Anjana Kashyap, MP and national president of Bhartiya Janta Yuva Morcha, Anurag Thakur, net activist and editor (India) of the Sydney based The Indian, Aditya Raj Kaul, former President of Delhi Sikh Gurudwara Prabandhak Committee HS Sarna, Principal of the Sri Guru Teg Bahadur Khalsa College, Dr. Jasvinder Singh and chairman of the college managing committee, Sardar Joginder Singh Walia who expressed their ideas on the new media.

All the principal participants unanimously agreed to the fact that the future belongs to the new media, which is one of the most influential media – the Internet. The thanksgiving note was delivered by the college’s Associate Professor Dr. Smita Misra. The proceedings were conducted by DAV college’s Assistant Professor Dr. Raj Kumar.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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With Companies eyeing to Wreck more Moolah from Primary Market, Marketing and Communication have become Critical aspects for every Public Issue

In the 1980s, 1990s, and even the early 2000s, all that a company need to do in India to spike up the hype about their organization was to simply announce an IPO. The very act of announcing a public offer used to result in over-hyped discussions about the impending IPO and a subsequent heated mad rush towards applying for the public issue. An IPO announcement – for the investors – was a sure shot god gifted method of making the regulatory bales of hay; and of course, the sun was supposed to shine on forever. The corollary to all this was that there was no particular killing need for any corporation to go overboard in attempting to hype up their IPO. In fact, hyping up an IPO was a sure way to generate cynicism and negative views from the public – about why the company needed to advertise so much in the first place? In essence, all that a company needed to do then was to release an excuse of an advertisement in one of the main newspapers, and leave application forms for the IPO in hundreds of thousands lying around banks and other investment hubs – and the deed was done; the IPO was oversubscribed.

And then the Sensex crashed; and again; and again. With volatility gripping the Sensex, and sense getting drilled into investors about the fact that IPOs need not always give returns, the Indian financial market was faced with a brand new situation. It wasn’t enough whether you were a top performing corporation, unless you were able to advertise your IPO with a post modern fervency, your IPO, more often than not, would end up at getting the short end of the stick by investors. In other words, for the first time, the importance of addressing the marketing issue in an IPO has started taking bigger relevance than the fundamentals of the IPO itself.

So what should be the marketing paradigm that IPOs should follow to ensure success in subscription? Empirical evidence does give some insight. The successful IPO of DLF in mid-2007, which raised $2.3 billion and the market euphoria that got generated over Reliance Power’s $3 billion IPO are critical learning chapters. As a matter of fact, the Reliance IPO received a record 5 million applications from retail investors, got oversubscribed by 73 times and generated a demand worth over $196 billion. It’s a different story altogether that the issue witnessed one of the worst listings on the bourses eroding 17.22% of the shareholders’ wealth on the very first day itself.
 
But then, the biggest take for any marketer in the financial domain was that despite not weighing heavy on fundamentals (the stock is currently trading at Rs.122.35 less than half of its issue price of Rs.281.25 adjusted for a bonus issue of 3 shares for every 5 shares held), the RPower public offer put the market on fire in terms of investor participation – and a structured marketing and communication strategy played the most critical role in the same.

Sudhir Gupta, Consulting Editor of BFM (Banking, Finance, Markets), comments, “An IPO can be successful in today’s times only if IPO managers understand that IPO marketing is much akin to marketing of a soon-to-be-released movie or an FMCG product. Just as companies market their products or services, IPOs too have to ensure a touch of brand marketing and a primal focus on the 4Ps of marketing.”


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education Indial
Prof. Rajita Chaudhuri's Website

IIPM Proves Its Mettle Once Again....
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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