In India, a new trend is spreading fast among the media houses. They have begun to think beyond the traditional styles of self-promotion and now they are trying to reach to the masses through various events. They hope that these events will help them to expand their customer base, and most importantly attract more advertisers.
This is good to hear that media houses recognize the importance of adopting new ways of existence. In a scenario where cut-throat-completion exists for more viewers or readers, more and more media houses- whether it is from print, TV, radio or online- are sure to join this new bandwagon.
The events category could be anything – large format shows such as beauty pageants, awards night, sports meets, besides leadership and think-tank conclaves, classic BTL, exhibitions, or CSR (corporate social responsibility) activities. The last includes events like The Times of India’s Lead India and Teach India movements.
Realizing the importance of such events, many of them have created their own marketing divisions to conduct various events. Network18 manages its experiential marketing services through E18. Reliance Big Entertainment has multiple divisions such as BIG Live (for live entertainment), BIG Reach (this is client-led) and BIG Events (a specialised event management company). HT Events was created a year ago by HT. Down South, Malayala Manorama has a separate division, Junction K.
Via: afaqs
