Over the last few years, how has the relationship between airtime sellers and media planners/buyers changed?
Since the advent of satellite TV (about a decade back), the relationship has changed in a dramatic and dynamic way. It has undergone a transition from being a buyer-seller model to one that lays emphasis on partnership. As far as Star News, NGC and Star Vijay are concerned, we have completed our transition. We project ourselves as a media partner of clients/agencies providing media solutions not just as an airtime seller. The market has to change from commodities to customised solutions market. Every client has a unique requirement which needs to be interpreted and converted into customised media solutions. The brief given by clients has become more specific and target-oriented. We look at offering holistic media solutions and everything is tailor-made to give maximum value to advertisers, right from understanding clients’ needs to our pitch presentations to our final proposal. Since we understand that we cannot be everything to everyone, the emphasis is on creating a win-win situation
