They clank like skeletons and make an awful noise. Everything gets played out in the media which they currently aim to control and fight for.
India media group, a motley rag tag group of self serving media houses have realised that forays by telecom companies in their turf would seriously undermine their advertising revenues. Presently, the whole industry works on very opaque structures. No one knows the amount of money coming in, the methodology of the television rating points (TRP’s) and the fancy valuations of the media houses. Their commercial interest lies in the manipulating the “pubic opinion” even though informed debates is questionable entity.
On the other hand, telcos are fighting against the cap of 74% cap on the FDI which they enjoy and the media houses don’t. Currently, rules don’t allow more than 49% foreign ownership in the media; albeit much of the money that comes in is really questionable. For example, no one knows that how an unknown entity like Subash Chandra came from the middle of nowhere and latched on Indian cable TV boom to be the most visible face of Indian television. No one has done a “sting” on their sources of money.
As I mentioned earlier, both the media houses and the telecom companies are fighting for the advertising share. And local advertising is booming. Who would have imagined that there is a company making Dollar underwear had they not advertised in the media? Thanks to the reach of ‘Aaj Tak’ (which incidentally has the highest number of spots for dollar /amul underwear and tmt saria ads). Telecom companies would excite the media managers who would be in a position to latch on targetted advertising tailored to your preference.
Mr Ramachandran, you are not as innocent as you sound yourself out in the media. He asserts that the rules of engagement donot apply to the telecom companies as a whole because they are mere “carriers”.
Law is truly an ass. It works wonders for those who know how to twist it around and contort it for their own benefit. Lets see how this slugfest plays out in the coming months.
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