EMM-MODULE 1
M&E SECTOR-FOUR
VERTICALS:
Video – TV, video OTT, short video, social
Experiential – Online gaming, cinemas, events, OOH
Textual – print, online news
Audio – radio, music, audio OTT
•Video remained the largest earning segment in 2023, as it is the
simplest and most easy-to-understand medium of consumption
•The pandemic impacted 2020 and 2021 as regards experiential
revenues, but those have now recovered, and we expect their
share to keep growing as India’s per capita income grows
•Text has probably seen a permanent loss due to the fall of print
circulation, but will remain relatively stable as regards ad and sub
growth, albeit at a slower rate than other media
•Audio revenue models remain largely digital advertising supported,
and while efforts are on to grow paid subscriptions, their revenue
share will remain stable
ADVERTISING VS. ENTERTAINMENT
MARKETING
Advertising is a subset of marketing, one that includes only paid
placements, over which the brand has complete control. Ads broadcast
one-way messages to audiences typically already aware of the product or
service in question.
In contrast, entertainment marketing will go deeper and focus on
understanding and meeting audience needs as seamlessly as possible,
through multiple possible strategies. It can influence the way people
consume and interact with media with the creation of engaging,
meaningful content that enriches people’s lives.
QUESTIONS TO ASK BEFORE LOCKING THE ENTERTAINMENT MARKETING DEAL
Does my brand image go with the content that the Channel
produces?
Is the brand deal done at the ideation stage or after the script is
finalized?
Are my core brand values and main product specifications
integrated into the content?
Do I understand the cost and revenue stream of the Web show that
I am partnering to create?
How can I use the Web Series partnership to other avenues not
limited to online space in terms of hoarding or using series cast in
TV ads?
ENTERTAINMENT
MARKETING
Refers to the process of using different elements of the
entertainment industry, such as movies, music, sports, and
celebrities, to promote a brand, product, or service.
This strategy involves leveraging the appeal and popularity of the
entertainment world to attract the target audience and create
brand awareness.
It includes partnering with entertainment properties, celebrity
endorsements, and event sponsorships.
Promoting and creating a buzz around movies, television shows, live
events, and celebrities, with the aim of attracting and retaining
audiences.
It combines advertising, public relations, and content creation to
generate interest and strengthen the connection between audiences and
the entertainment world.
Evolution and growth in technology, especially social media and digital
streaming platforms, have significantly impacted entertainment
marketing, allowing for more targeted and personalized campaigns.
Integrating brands into various forms of entertainment, which could
range from TV shows, movies, music, and internet content, to
events like concerts or premieres.
Entertainment marketing isn’t just about advertising a product; it’s
about creating a narrative that resonates with the audience,
making the brand an intrinsic part of their entertainment
experience.
TWO TYPES AND CATEGORIES
OF ENTERTAINMENT MARKETING
Indirect Entertainment Marketing: This is where the marketing
strategy involves brand integration but isn’t the central focus.
Examples include product placements and brand partnerships.
Direct Entertainment Marketing: This type includes celebrity
endorsements, where the promotion of the brand is explicit. A
celebrity might directly promote a product through ads, social
media, or public events.
7PS OF ENTERTAINMENT MARKETING
Product: The brand or product.
Price: Pricing strategies for various media platforms, event tickets, or
merchandising related to entertainment content.
Place: Distribution channels, like streaming services, television, cinemas, or
online platforms.
Promotion: This includes all promotional activities such as brand integration,
product placements, advertising campaigns, and public relations efforts.
People: Targeting the right audience and understanding the demographic that
aligns with the entertainment content.
Process: The logistics of delivering entertainment content to consumers,
including the production and distribution process.
Physical evidence: This refers to tangible experiences or merchandise that
enhance the connection between the entertainment content and the consumer.
