The Hindu Business Line : Lintas' new outfit for media brands

Targeting media owners with its new offering, Lintas Media has launched Media Futures - Media Brand Solutions, in association with three global brands.

Media Futures is a marketing consultancy outfit for media brands in the country.

Global partnership

It has signed an agreement with partners such as Taylor Nelson Sofres, Bruce Dunlop & Associates and Garcia Media.

Mr Raj Gupta, Head, Media Futures, said, "We are providing a vertical for media brands in terms of strategic marketing services, creative services and brand identity services."

Roping in the synergies from its existing outfits of media buying and planning (through its brands such as Initiative, Insight, Interactions and Intellect) and advertising (Lowe), Media Futures is expected to offer integrated services helping the media brands target the youth as an audience.

Adds Mr Gupta, "Increasing advertising clutter is leading to higher ad-avoidance. Higher SECs and the youth avoid more ads. This is eroding advertising effectiveness and impacting sales uplift. Media industry will have to ensure that advertising spends do not migrate out of media."

Growth dimensions

Media Futures has identified three growth dimensions for media brands, which will offer not only greater value to the audience and consumers but also higher returns to media owners. These are - Dimension Breadth (serve content across media channels and formats to the dynamics of each medium), Dimension Length (increase content life span. The output of media companies will become raw material for different potential offerings) and Dimension Depth (repackage content as product and services, thereby creating new sales and revenue streams).

The new company will cater to brands in the fields of broadcast television, newspaper publishing, magazine, radio and the Internet.

Simultaneously, Lintas Media intends providing a platform for global brands to help strengthen their presence in India.

Garcia Media

For instance, Garcia Media, the international publication design specialist, who has bagged a couple of projects in India, will now offer its services through Lintas Media's new outfit.

"In an increasingly fragmented and competitive marketplace, industry must prepare for competition within the medium, across media, across devices and distribution platforms while successfully managing the transition from analogue to digital.

Existing media players will need to consolidate, evolve and find new revenue streams while new entrants will need to segment, position and grow," said Mr Gupta.

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