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In conversation with VMLY&R’s Hari Ramanathan

Peter Mears, Global CEO of Havas Media Network, is a passionate advocate of the Meaningful Media philosophy. In an interview with Storyboard18, Mears decoded what that means exactly for brands in today’s complex and fragmented media age. 


What is the Meaningful Media philosophy and how does it work? 


We launched the concept of Meaningful Media about five years ago now. It was in reaction to a very cluttered, fragmented media environment, concerns about fraud and an unsafe environment for many clients and their advertising dollars, and also the changing technology marketplace.


We started thinking about how we can ensure that our clients can cut through that, given those constraints and those challenges, constantly transforming in a dynamic market. How do we ensure that clients' investment is protected? So we landed on this territory of meaningful media, which is, in our definition, media which is engaging, which is influential, and which is highly impactful. Meaningful media for us is media that delivers on one or more of those different criterias.


And it's the media that you and I love spending time with. So if we can really tie into those most meaningful media moments, then we believe we'll have a greater impact for our clients.


We've developed a toolkit around this. We've developed a planning process called MX (meaningful media experience) around this. We rolled it out to our clients about five years ago. We're into the second version of it now, MX 2.0, which we've rolled out in all markets, including here in India.


How is that different from the first version?


What we've done is we've evolved the tools. So it ties into a question about AI. We've used AI technologies to infuse into a number of the tools that we've been developing to support MX. So, now a lot of the audience identification work that we do is fueled by AI.


We've also updated the process to reflect how the market has changed, even from when we launched version 1.0. Post-pandemic, the role of content and activation is way more important than it was five years ago. So, if we're in the business of building meaningful media experiences, we really need to be able to deliver on that.


We launched an arm called Havas Play last year, which is our division to help bring together culture, content and activation. We're really trying to surround consumers with meaningful experiences, and that's resonating in the marketplace.


What is the ‘Meaningful Rating Point’ and the ‘Meaningful Digital Matrix’? 


What we tried to do was take the industry tools of GRPs or TRPs and make them more bespoke for a meaningful media experience. So we created the Meaningful TV Rating Point, the MRP, about four years ago and it takes the criteria that we believe in to create meaningful media and applies it to television. It really allows us to surface the kind of shows that our audiences, our clients' audiences have the deepest relationships with.


And essentially it's the same concept with the digital space as well. The choices for an advertiser from a digital perspective are endless. How do we really leverage meaningful media in a digital ecosystem? It's very challenging to do. So we created an algorithm to help us cut through and discard the digital media that is less meaningful.


Ultimately, our dream is that we'll be able to go to a media partner and transact on these rating points. So actually buy and trade on these audiences and these rating points. And there are many media partners out there who are interested in having those conversations with us.


When do you think that will happen? Do you have a timeline?


We are expecting it to happen in the next two to three years, depending on the market. It's different. But we've got some very developed conversations in the US and the UK already. Many media partners are interested and open to having different conversations around the trading audience kind of dynamics. So we're tying into that right now. 


Watch out for the full interview on Media Dialogues With Storyboard18 on CNBC-TV18.

Havas Media Network's Peter Mears on the meaning of 'Meaningful Media'

Prasar Bharati has extended the deadline for submitting bids to manage the marketing and sales of its upcoming OTT platform. The original deadline for tenders for has been pushed back due to administrative reasons.

Companies interested in the project now have until May 6th, 2024 to submit their proposals. 


The e-tender invites bids from pre-approved DAVP (CBC) multimedia and media sales agencies for a Rs. 4 crore contract (including taxes). The scope of work for the agencies will include branding, marketing, promotion, media planning, sales, and media buying for the platform across pre-launch, launch, and post-launch phases.



The chosen agency will be responsible for crafting a comprehensive strategy to generate excitement for the platform using various media channels. The contract spans the first 12 months following the launch and is extendable up to another 12 months based on performance review.


<a href="https://www.storyboard18.com/television/prasar-bharati-invites-e-tenders-for-multimedia-and-media-sales-agency-ahead-of-its-ott-launch-exclusive-29898.htm">Also read: Prasar Bharati invites e-tenders for multimedia and media sales agency ahead of its OTT launch</a>

Prasar Bharati extends deadline for OTT platform’s marketing agency bid submission

Shashi Sinha is a true Media Maven of India’s advertising industry and one of the key figures shaping its future, not only in terms of cultivating next-gen talent but also helping define the rules by which media companies play. Sinha is the CEO of leading media investments group IPG Mediabrands which has firms like Lodestar, Initiative and BPN, driving media planning and buying for the country’s biggest advertisers. He is also the current chairman of industry body BARC which is the Broadcast Audience Research Council. In a special candid chat with Storyboard18's editor Delshad Irani, Sinha revealed his succession plan for the first time as he shared his outlook on cultivating and fostering talent. He also shared his take on the sweeping changes disrupting advertising and the media landscape. 

Edited excerpts. 

The advertising industry is witnessing a talent bleed. What is your approach to cultivating and fostering talent? 

There are two parts to talent - quality talent and culture, and they are intertwined. Quality talent is how you compensate and the truth of the matter is that compensation in agencies is under pressure right now. We're competing with ourselves and we're undercutting each other. As a result you're not able to get the right talent and pay them well and retain them. The industry association led by PK (Prasanth Kumar of GroupM) has realised that and we are moving towards asking for what is rightfully ours from clients, and clients will also give, if you explain to them this is what it takes to have quality talent. But that's a long haul. 

<blockquote class="twitter-tweet" data-media-max-width="560">In a special episode of Media Dialogues With <a href="https://twitter.com/BrandStoryboard?ref_src=twsrc%5Etfw">@BrandStoryboard</a>, <a href="https://twitter.com/delshad_irani?ref_src=twsrc%5Etfw">@delshad_irani</a> speaks to a true Media Maven Shashi Sinha, CEO of <a href="https://twitter.com/IPG_Mediabrands?ref_src=twsrc%5Etfw">@IPG_Mediabrands</a> &amp; the current chairman of industry body BARC. Sinha shares his outlook while giving his take on the sweeping changes disrupting AdEx… <a href="https://t.co/WxFKjsSEj4">pic.twitter.com/WxFKjsSEj4</a>&mdash; CNBC-TV18 (@CNBCTV18News) <a href="https://twitter.com/CNBCTV18News/status/1785655206476128531?ref_src=twsrc%5Etfw">May 1, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

What are some of the steps? 

We undercut ourselves. We say, "Listen, I will give it to you cheaper." How do you get cheaper?... So, we are saying that there has to be some table stakes and you don't go below table stakes. We're working on it. But the other important part is culture. 

We have leaders who have been with us for years. The culture fosters it. Given half a chance I will promote a person from inside rather than get someone from outside. 

They play together, they work together, you're building teams, and that's true for the entire organisation. We were in a very large client review and we put up a slide saying in the last five years, 95% of the people on the account have been constant. So the team has gone up on that account from 40 to 80. But the old people are not gone, they're still there. That's a remarkable story to tell in this day and age.

Someone could have said 'but you're not getting fresh thinking'. I say the fresh thinking is there because there are new people coming on, but the leadership has been there, and that provides continuity. So there are two ways of looking at the data. 

Rightly or wrongly, as I said, in my mind, I will always pick up an insider whether they are 80 or 70 percent ready rather than someone from outside. There are some clients who believe that and some who don't. Many clients like Amul see the value in such continuity. They've had changes from their side, we've had changes from our side, but they are all insiders and we're all insiders. To some clients (like startups) it doesn't matter. 

It's a large market. Those who believe in what I am staying will work with us. 

What do you think of succession planning? Have you thought about it? 

Without getting into names, I did speak to our global team and I said, it is for you to decide but this is the way I see it. We have charted out a future and I have said 'there has to be someone from within, you let me know and I am happy to handle the transition'. Hopefully, if all goes well, we will come back to you and talk about it. We have a plan. Whether the plan fructifies or not, depends on how the global environment is. 

Watch the full interview on Media Dialogues with Storyboard18 on CNBC-TV18. 

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<a href="https://www.storyboard18.com/interviews/barc-to-launch-new-meters-to-measure-premium-households-exclusive-29269.htm">Read more: BARC to launch new meters to measure premium households: EXCLUSIVE</a>

<a href="https://www.storyboard18.com/brand-makers/ipg-mediabrands-india-ceo-shashi-sinha-is-considered-a-pillar-of-the-ad-industry-heres-why-18238.htm">Read more: IPG Mediabrands India CEO Shashi Sinha is considered a pillar of the ad industry. Here’s why</a>

<a href="https://www.storyboard18.com/interviews/d2m-will-be-the-upi-moment-for-content-shashi-sinhas-snap-take-on-me-growth-and-disruptions-26473.htm">Read more: D2M will be the UPI moment for content: Shashi Sinha's snap take on M&E growth and disruptions</a>

IPG Mediabrands chief Shashi Sinha's succession plan revealed; 'It has to be someone from within...'

Maushumi Chakravarty assumed charge as Director General of Akashvani News on May 1. A 1991 batch IIS  officer, Chakravarty has vast experience having served in various capacities under the Ministry of Information & Broadcasting, including its media organizations the Press Information Bureau and Central Bureau of Communication.

In her career spanning over three decades, she has also worked on deputation basis in the National Human Rights Commission and as P.S. to Cabinet Minister. Chakravarty assumed the charge after superannuation of Vasudha Gupta as Principal DG.





Maushumi Chakravarty assumes charge as director general of Akashvani News

The Instagram page of Harper’s Bazaar India was recently blocked which led to a legal challenge regarding India's Information Technology Rules. The Delhi High Court criticised Meta for handling a complaint filed by TV Today, as per media reports. 

A division bench comprising acting Chief Justice Manmohan and Justice Manmeet Pritam Singh Arora were surprised at Meta’s lack of responsiveness. The court emphasised the need for Meta to rectify its systems. "Your situation is worse than a government department," the court said.  It added that failure to rectify would result in a formal order of condemnation.

Harper’s Bazaar India’s Instagram account was blocked following a third-party copyright complaint. TV Today argued that the IT Rules allow social media platforms to restrict access without allowing users to defend themselves. 

Despite multiple attempts at communication, Meta provided generic responses, implying an incorrect communication channel was used, said Advocate Hrishikesh Baruah for TV Today. 


Your situation is worse than a government department: Delhi High Court tells Meta

Several changes have been underway at Zee Entertainment's offices following the collapse of the proposed $10 billion merger with Sony Pictures Networks India (SPNI) in January 2024. Employees are not just grappling with layoffs, changes in reporting structures but also a lingering question - what role will Subhash Chandra, Zee's Chairman Emeritus, play moving forward?



Chandra’s increased presence in Zee offices 

Chandra has been making frequent visits to the Mumbai office and taking on a more active role than is typically expected of a Chairman Emeritus, a position typically reserved for retired executives who retain an honorary title. Chandra stepped down as Chairman in 2019, but his recent increased presence has sparked questions about potential disruptions to the new leadership structure. Chandra’s presence in Zee offices are more than just visits. He is reportedly involved in most important meetings and decisions taken by the company including layoff plans, while making visits at odd hours. 




What are the powers of a Chairman Emeritus?


Paritosh Dhawan, Principal & Founder, at boutique law firm Dhawan and Co explains Chandra’s title and entitlements. 

“While the title of ‘Chairman Emeritus’ carries a weighty significance, denoting respect and recognition for an individual's contributions to an organisation, it's important to discern its precise implications within the context of corporate governance. Unlike formal positions such as directors or Key Managerial Personnel (KMP) outlined in the Companies Act of 2013, the role of Chairman Emeritus does not carry statutory obligations or rights. Rather, it serves as a ceremonial distinction, acknowledging the wisdom and guidance that a retired leader can continue to offer,” Dhawan said. 


According to Dhawan, amidst ongoing regulatory scrutiny and market volatility, the assurance provided by the Securities and Exchange Board of India (SEBI) to the Bombay High Court, indicating no imminent actions against Zee's Chairman Emeritus until April 30th, offers a measure of stability and reassurance to stakeholders. 


“The market regulator – SEBI would definitely closely observe the sudden engagement of Chandra in Zee,” he said. 


In Dhawan’s view, with his decades of experience and vision, Chandra's insights and leadership can provide guidance as Zee navigates through turbulent times.



But is it only guidance that Chandra is providing?


Perhaps not. 

“He has played a key role in Punit Misra moving on from the company,” said another insider. 

On April 4, Misra stepped down from his position of President of Content and International Markets.

Misra was the head of content for both the TV network of ZEE as well as its digital offering ZEE5, both domestically and globally. He also managed ZEEL’s international business spanning 190 countries.



Legal pitfalls of having a Chairman Emeritus


Even while Chairman Emeritus is more like an advisor to the board, Harvinder Singh, Partner, DSK Legal explained the downside of this arrangement.


“The dark side of the strategy to appoint a Chairman Emeritus is when this honorary position is created to circumvent the legal provisions, for example where a person holding a key position in the company is bound to vacate his office because of the legal disqualification imposed under company law or LODR (listing obligations and disclosure) or court order or SEBI’s order etc,” he explained.


According to Singh, Chairman Emeritus can easily become a shadow director exercising real but clandestine control over a company’s affairs, given the experience, goodwill and standing of the person appointed as Chairman Emeritus. 



Is Zee management on board with Chandra’s return?


Talking of control, while there is nothing legally wrong about a company’s promoter talking about developments concerning the organisation, it is interesting how Chandra’s interview with a leading business daily in January 2024 was the first official media communication from the company after the merger collapse.
 

During the interview, Chandra discussed not only the unsuccessful merger but also outlined his intention to increase the family's stake in the company to 26 percent. 


While Zee did come up with a clarification soon after, it is unlikely that a full blown interview of the Chairman Emeritus went without passing through layers of discussions, screenings and approvals. 


Does that mean the Zee board is accepting the official return of Chandra in day-to -day ops of the organisation?


Is that option legally available to Chandra?

“There is no specific provision under the Companies Act 2013 for Chairman Emeritus and thus the workings of such titles are governed by the contract between the title holder and the company,” said corporate law expert and founder of Vyas Legal, Vidhan Vyas.


“Usually, Chairman Emeritus are special invitees in board meetings without voting rights. Thus, this maintains the purity of the board as well as allows the members to take guidance from the title holder with his vast experience. Thus, any impact of Mr Chandra will be dependent on the contract for his post,” Vyas added.


According to Vyas, if there is mismanagement , the affected members can move the NCLT(National Company Law Tribunal) for redressal or else go for arbitration, if provided in the said contract.

Late-night office visits to layoff plans: What's ZEEL's Chairman Emeritus Subhash Chandra's role?

About 3 in 4 urban Indians (73 percent) believe India is moving in the right direction in April 2024. Though there has been a 4 per cent dip over the previous month. The good news is, India continues to rank among the top 3 most optimistic markets and largely driven by global south, with the markets in the pecking order including Singapore (77 percent), Indonesia (75 percent), India (73 percent), Thailand (64 percent) and Argentina (62 percent). In sharp contrast, only 38 percent of global citizens said their country is on right track, with the markets at the bottom of the heap led by Peru (13 percent), Hungary (17 percent), France (20 percent) and South Africa (20 percent).

Ipsos’ What Worries the World survey tracks public opinion on the most important social and political issues across 29 countries, covering 25,302 adults, apart from the direction of travel, of how confident citizens are about their country and its future.
 
What worries Indians?
 
The top issues worrying urban Indians included inflation (41 percent), unemployment (37 percent), education (25 percent), crime and violence (23 percent) and financial and political corruption (21 percent). While most global citizens were worried about inflation (34 percent), poverty and social inequality (30 percent), crime and violence (30 percent), unemployment (27 percent) and financial and political corruption (26 percent).
 
Interestingly, 19 percent urban Indians claimed to be worried about taxes.  

Amit Adarkar, CEO, Ipsos India said, “There is stability in the country and the nation is being steered responsibly, by surmounting global and local challenges – whether showing resilience to global challenges arising out of war in Ukraine and Israel, or combating rising cost of living, fuel prices, law and order and corruption, government has taken concrete steps to address some of these issues. With the election season in India in April and May, there will be a status quo on decision making by the incumbent government to address some of the issues impacting the citizens. Though the issues notwithstanding, unlike high level of pessimism rampant across global markets and the frustration and angst seen, three fourths of Indians polled are positive about how we are doing as a country. Though redressal of these issues can further elevate the mood of the masses and improve the quality of living. Month on month, Ipsos captures this pertinent information about 29 markets (including India) from their citizens, which provides local governments views of citizens and their top concerns.”

73 percent urban Indians believe India is moving in the right direction in April 2024

On Tuesday, April 30, Mukul Rohatgi, appearing for Patanjali, flagged the Indian Medical Association (IMA) president’s interview, which criticised the SC’s criticism of private doctors.

The Supreme Court noted that this was serious and will take care of the matter. 

“You have not covered yourself with glory. You will have to explain how you can decide what we can do,” the apex court informed the IMA’s lawyer. 

The Uttarakhand government, where Patanjali Ayurved is based was also pulled up by the SC for don’t doing enough. 

“Long and short is that when you want to move, you move like lightning! And when you don't want to you don't. In three days flat you have done all that you needed to do! But you should have done all that much earlier," the court said.

Read More: <a href="https://www.storyboard18.com/how-it-works/sc-asks-patanjali-ayurved-to-file-original-page-of-all-newspapers-where-apology-was-issued-30339.htm">SC asks Patanjali Ayurved to file original page of all newspapers where apology was issued</a>


The Supreme Court also asked Patanjali Ayurved to file the original page of the original page of the newspaper that contains the unqualified public apology for violating the orders of the court. The Registry has been informed to take it into record, once filed. 

A bench of justices Hima Kohli and Ahsanuddin Amanullah questioned Patanjali’s lawyers for not filing the original copies of the apology before the court. The SC had previously asked them to file the original papers of the apology which the court said was not done

The court also exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case.

Patanjali misleading ads case: Supreme Court to look into IMA president’s interview criticising SC’s remark against private doctors

The Supreme Court on Tuesday, asked Patanjali Ayurved to file the original page of the newspaper that contains the unqualified public apology for violating the orders of the court. The Registry has been informed to take it into record, once filed. 

A bench of justices Hima Kohli and Ahsanuddin Amanullah questioned Patanjali’s lawyers for not filing the original copies of the apology before the court. The SC had previously asked them to file the original papers of the apology which the court said was not done. 

<a href="https://www.storyboard18.com/quantum-brief/patanjali-misleading-ads-case-baba-ramdev-exempted-from-personal-appearance-in-court-on-next-hearing-30327.htm">Read More: Patanjali misleading ads case: Baba Ramdev exempted from personal appearance in court on next hearing</a>

Patanjali Ayurved informed the court that due to the sheer volume of apologies issued across 322 newspapers, filing the original pages would have been cumbersome.

The SC also said that there has been an improvement in the attitude of Patanjali’s management. “There has been a marked improvement. There was only Patanjali earlier, now there are names. We appreciate that. They have understood,” said the SC.

The Supreme Court also exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case.

SC asks Patanjali Ayurved to file original page of all newspapers where apology was issued

The Supreme Court on Tuesday, exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case. 

Justices Hima Kohli and Ahsanuddin Amanullah recognised the apology issued by Ramdev and Acharya Balakrishna in newspapers. The bench also observed the the apology issued earlier was too small and didn’t mention any names besides that of Patanjali Ayurved. 

The court said, "Now there appears to be marked improvement, the ads are now bigger, new ad also mentions Baba Ramdev, the language is adequate. For now, we will allow exemption only for the next date of hearing."

Mukul Rohatgi, appearing for Ramdev, also said that he is filing a contempt case against the Indian Medical Association (IMA) for their remarks on the court order. 

Read More: <a href="https://www.storyboard18.com/quantum-brief/patanjali-misleading-ads-case-uttarakhand-sla-apologises-to-supreme-court-30276.htm">Patanjali misleading ads case: Uttarakhand SLA apologises to Supreme Court</a>


Earlier, the Uttarakhand State Licensing Authority (SLA) apologised to the Supreme Court for unsatisfactory action against Patanjali Ayurved in the misleading ads case, reported Bar and Bench. 

The Uttarakhand SLA has filed a criminal compliant against Baba Ramdev and Acharya Balakrishna for violating the Drugs and Magic Remedies (Objectionable Advertisements) Act, it said in an affidavit filed on Saturday. 

The Indian Medical Association had earlier, filed a plea against Patanjali Ayurved in response to an alleged smear campaign against the Covid-19 vaccination drive and other modern medicine. The affidavit was filed in response to the plea.

MEDIA