Wednesday, November 29, 2006

Who controls the eyeballs?

Karan Johar partners NDTV in its proposed entertainment channel project. “Partners” is NDTV’s usage, not mine. In reality, Johar and NDTV have entered into an arrangement whereby Johar’s Dharma Productions gives NDTV the first right of refusal for any concepts or programmes they might come up with.
In addition, Johar will be the proposed Brand Ambassador for NDTV.
About a year ago, Rajdeep Sardesai left NDTV to join his new partners at GBN to further join TV18 and launch CNN-IBN, and later launch IBN7.
Sanjay Pugalia joined TV18 to launch Awaaz.
Sameer Nair took over as CEO of STAR TV India.
There’s a common thread running through all these developments: all the protagonists were kings of content.
And, as they should in media products, they are proving that content is indeed the king.
It’s not just in the TV space.
The past few years have witnessed bidding wars for editors and all other level of journalists in the print space.
The focus has shifted significantly away from the business heads, who, for almost a decade or so, ruled the media space – whether in print, TV, radio or the Internet.
Today, it’s the kings of content who jostle for space on Page 3, with the sales and marketing professionals considerably lower in profile.
The lessons we can draw?
If you’re investing in a new media product, get the editorial/programming team in place first. The business guys don’t hold the key to the kingdom of eyeballs.

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