What efforts are being made to ensure that the advertisers/clients are not alienated?
As far as advertisers are concerned, the emphasis is on trust and value creation. We are moving away from the traditional give-take or buyer-seller mode to partnerships. There is an ardent need to create long term relationships and associations. We aspire to give back value. As I mentioned earlier, we used to depend on relations and perceptions. As the leader, we are now moving on to the next dimension of “client servicing” in air-time sales. As leaders, the Star network is taking steps to unfold the path forward. This is also counter the perception in the market place that air time sellers are not doing enough – in terms of what is being referred to in traditional marketing as – “after-sales”. We shall ensure that we maintain an ongoing dialogue with advertisers. This is to break away from the general perception that air-time sellers indulge in a lot of “hit-n-run” and don’t keep in touch with advertisers once the deal is done. We are examining different ways of going that extra mile.
