Reliance Media World brings verticals together to form multi-media entity

By Surina Sayal , afaqs!, Mumbai | In Media | June 17, 2010
The different business verticals, Big FM, Big Street, Big Live and Big Digital are now being brought together as an integrated offering

Reliance Media World (RMW), a division of the Reliance ADA Group, unveiled its new business intention on June 16. It plans to build a multi-media entity, offering marketers integrated, holistic solutions for their business needs.

& #BANNER1 & #The different business verticals of the group including radio (Big 92.7 FM), out of home (Big Street), experiential marketing (Big Live) and the mobile and online space (Big Digital) are now being brought together to deliver the new vision of the company and offer clients a multi-media product.

Commenting on the new business direction, Tarun Katial, chief executive officer, Reliance Media World, says, "Our integrated approach is to re-align Reliance Media World with emerging consumer dynamics, which is resulting in new expectations from clients. This re-alignment will enable the company to leverage the cohesive strength of different media platforms within RMW and Reliance ADAG in a proactive and strategic manner."

Also, in line with the new business direction, Reliance Media World, subject to shareholder consent and regulatory approvals, is in the process of getting re-christened as Reliance Broadcast Network.

On being questioned whether the word 'broadcast' is an indicator that the company plans to finally roll out its much rumoured TV channels, spokespersons claimed that this is no indication. In fact, they add that with the launch of the IPL on YouTube, the meaning of the term 'broadcast' has been altered, with it signifying mobile, online and other media, besides television.

Coming back to the integrated approach and remarking on the immense opportunities in radio, Anand Chakravarthy, senior vice-president, marketing, Big FM, shares, "There are currently more than 400 million mobile handsets being used in the country, of which about 130 million are FM enabled. Radio is the only free to air medium that reaches 87 towns and cities. After Phase III of radio licensing, this will go up to 250 cities."

He adds, "Also, currently, radio makes up for 4.2 per cent of the total ad pie, while in other parts of the world, it is 8-14 per cent - so there is a huge opportunity and great potential yet, with radio poised to grow by 15-20 per cent over the next five years."

Rabe T Iyer, business head, experiential marketing, digital and OOH, Reliance Media World, says, "When it comes to experiential marketing, according to the Ernst & Young News Reel dated June 2009, the market stands at Rs 2,800 crore, 70 per cent of which is unorganised and the market is dominated by 15 large players. BTL is expected to grow to Rs 5,000 crore by 2015, with more than 50 per cent as organised."

He adds that Big Live has also successfully executed some recent on-ground campaigns for Lay's and for the promotion of Raavan. "We know that we have grown as a BTL agency and this stems from the fact that unlike earlier, now we are being called for all major BTL pitches. In fact, we have just signed on an automobile client that plans to do a 120 activity cross country campaign over a three month period."

To enable maximising these new opportunities, the RMW sales teams have been re-tooled to sell integrated solutions to clients, leveraging all the RMW verticals as well as Reliance ADA Group verticals such as Big Adda and Big Cinemas. This new sales force, christened Big Connect, has been structured into key account management, with more than 200 associates across 52 offices and access to 800 clients each month.

The organisation has also recently brought on board experienced, relevant talent to manage and grow the new verticals, bringing in critical domain expertise and execution experience.

RMW also has extensive expansion plans with potential acquisitions, investments in experiential marketing capex, activation inventory and international collaborations.