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By Deepa Bakhru and Smriti Gangwal The pace of <keyword id="168300" type="General" weightage="20" keywordseo="digitalisation" source="Orion">digitalisation</keyword> in business activities in India has been a testimony to the tremendous potential of digital transformation. Moreover, with the outbreak of <keyword id="8763838" type="General" weightage="20" keywordseo="COVID-19" source="Orion">COVID-19</keyword>, most business operations moved online, accelerating a digital transformation that has been underway for decades. Today, technology is commonly interwoven into every business function. Companies globally, including in India, are increasing investments on data management and standardisation, <keyword id="107950" type="General" weightage="20" keywordseo="artificial-intelligence" source="Orion">artificial intelligence</keyword> and shifting of applications and infrastructure to the cloud. Moreover, the Indian government is also increasingly putting digital strategies at the centre of its policy <a href="https://www.gartner.com/en/newsroom/press-releases/2021-08-19-gartner-india-govt-it-spending-forecast-2022">agendas</a>. There has been a paradigm shift in the mechanism of <keyword id="936384" type="General" weightage="20" keywordseo="filing-tax-returns" source="Orion">filing tax returns</keyword> from manual to e-filing, introduction of GST, faceless assessment and appeal, etc. Also, the Income-tax department has revamped the income tax portal to provide several new features for ease of compliance. The tech industry is eyeing the forthcoming Budget in order to get clarifications on digital taxation to resolve ambiguities in various laws around it. Some of the key expectations of the tech industry from the upcoming <keyword id="10547300" type="General" weightage="20" keywordseo="Budget-2022" source="Orion">Budget 2022</keyword>, are enumerated as under: <ul><li>Presently, there is an ambiguity in relation to the scope of equalisation levy (EQL)provisions, for instance, digital/electronic facilities could be held to cover any communication by way of emails or calls or any other means using the internet. Further, Indian tax treaties do not support the claim of credit of EQL in case of non-residents, in its home country. Therefore, the government needs to provide clarity in terms of scope of EQL and introduce a mechanism for claiming credit of EQL paid by non-residents in the home country. Additionally, a mechanism needs to be introduced for claiming refund/adjustment of excess EQL deposited by the e-commerce operator.</li></ul><ul><li><keyword id="6704918" type="General" weightage="20" keywordseo="Significant-Economic-Presence" source="Orion">Significant Economic Presence</keyword> (SEP) has significantly widened the scope of the term ‘business connection’ with the thresholdsbeing prescribed. Though SEP was introduced to tax digital transactions, based on the wordings of the provisions, it may include physical transactions in its ambit. Further, considering the broad coverage of SEP and EQL, there is an overlap of the transactions covered under both regimes. There could also be tax deducted at source (TDS) impact in case the same is being considered as royalty or fees for technical services (FTS), in case of non-resident taxpayers. The government needs to clarify on the coverage of SEP along with the interplay between SEP, EQL and TDS provisions. Further, clear profit attribution rules also need to be introduced.</li></ul><ul><li>Likewise, clarity is also required on the applicability of EQL/TDS provisions on cloud-based transactions which is currently uncertain due to the contrary positions adopted by taxpayers and tax authorities.</li></ul><ul><li>Relevant amendments are required to be made in the Act to provide clarity on final <a href="https://www.oecd.org/tax/beps/statement-on-a-two-pillar-solution-to-address-the-tax-challenges-arising-from-the-digitalisation-of-the-economy-october-2021.pdf">Pillar </a>provisions including the consequent abolishment of SEP and EQL.</li></ul><ul><li>Recently, there has been an increase in data centre activities being undertaken by captive units in India and with the introduction of data localisation regulations, there has been a surge in the number of data centres being set up in India. Tax authorities have been considering such operations as activities constituting PE for non-residents. Clarifications need to be provided to put an end to the prolonged litigation.</li></ul><ul><li>The tech industry incurs heavy advertising, marketing and promotion (AMP) expenditure for promoting their products which are being considered as capital in nature, leading to additions including transfer pricing adjustments. Clarifications in the tax treatment of AMP expenses is required around the said issue. </li></ul>Additionally, taxpayers also seek the following policy interventions: <ul><li>Refund of input tax credit on capital goods should be permitted; </li><li>Mix of panel members (including independent members) in dispute resolution panel (DRP)should be introduced for better evaluation of merits of each case; and </li><li>Time limits for conclusion of appeals by Commissioner of Income (Appeals) [CIT(A)] and Income Tax Appellate Tribunal (ITAT) should be prescribed.</li></ul><cmsannotation type="cmsannotation" annotationid="Conclusion" comment="subhead" text="Conclusion">Conclusion</cmsannotation> India’s tax regime is being geared up to cover newer tech business models. However, the overlapping of certain provisions and lack of clarity leads to interpretational, administrative and operational challenges to taxpayers. Accordingly, taxpayers are looking forward to clarifications to resolve such ambiguities. Deepa Bakhru is Senior Manager and Smriti Gangwal is Manager with Deloitte Haskins and Sells LLP SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/budget/news/opinion-tax-consolidation-schemes-need-of-the-hour-for-indias-renewable-energy-sector/articleshow/89118730.cms">OPINION: Tax consolidation schemes is the need of the hour for India’s renewable energy sector</a>

OPINION: These tech issues need clarity and amendments

<ul><li>We bring to you a series of columns from industry experts, looking back at the last 10 years. </li><li>The columns will explore how the media, marketing and advertising industry has transformed in the last decade. </li><li>Amaresh Godbole, CEO, Digitas India walks us through his personal journey from 2010 to 2020 as well as the different stages of evolution that the digital industry went through in the last decade.</li></ul>The year was 2009. I was trying to convince my boss to accept my resignation. He couldn’t fathom why I would leave a fast-track career in an established network agency to join an unknown digital shop. I couldn’t blame him. Everyone I knew in the agency world felt that it was hara-kiri. There was a tsunami coming and the MarComm industry at the time was in collective denial about it. In the decade since, I have witnessed the industry get from there to acceptance in classic stages. 2009-2010 – Denial This was the era of flash banners, microsites and entrepreneur led digital shops. Some got as far as animated ‘viral’ videos, typically depicting popular Bollywood characters or mythology to support the ‘real’ campaign. All of it was at best considered cute. CMOs and CCOs had no time for digital work and usually the junior brand manager that drew a short straw was put in charge of it. Some industry luminaries were even dismissing digital as a passing trend. With barely 60 million users online, no one bothered to argue. Of course, the fees reflected the sentiment, and seemed like a cruel joke when compared to the soon to perish 15% commission model. 2011-2012 – Anger A new reality emerged. Smartphones + Mobile Data + Social Media = Consumer voice at scale. Brands and agencies alike plunged in, trying to understand how to play this game. The ones who didn’t soon realized that it was akin to not attending your own trial where the consumer was judge, jury and executioner. I recall, embarrassingly so in hindsight, that we had an entire brainstorm to understand how hashtags worked. Facebook applications, paid followers, trending mechanics, always-on content calendars et all emerged in this period. Amidst this the word ‘disruption’ and the consequent need for ‘transformation’ started gaining momentum. A lot of people across industries were angry. Many had spent decades learning the ropes of their business, and suddenly there was a new set of rules. But they weren’t set rules, the only thing you could be certain of is that things would keep changing. 2013-2016 – Bargaining Okay, we need digital… “But there’s no reach” “But print is more credible” “But we can solve the problem by hiring 1-2 millennials in house” To illustrate the sentiment of this period, a couple of us from our agency’s leadership featured in a leading publication’s ‘most admired agency leaders’ list alongside traditionally well-known faces. And instead of calls from other leaders congratulating us, we were asked in genuinely confused tones whether we had paid to be on it, so they could rationalize it. The ‘buts’ didn’t stop the advent of digital. HTML 5 made engaging interfaces available at scale across devices. Budgets grew and demand for digital talent skyrocketed. It became a 24*7 struggle to keep up with real-time marketing, constantly evolving platform algorithms and the mobile app ecosystem. Recognizing their gaps, holding companies got into M&amp;A mode and independent digital agencies around the world were quickly bought up. 2017-2018 – Depression Realization dawned that we were up against Google and Facebook as frenemies, as well as consultancies and tech companies like Accenture as competitors. It really sunk in when we saw a change of guard at many celebrated agencies, with revered talent making way for others if they hadn’t adapted. For individuals in the business, it was a wake-up call - upskill or soon be redundant. Marketers had smelt the coffee much earlier and had been training their teams for years. These well trained clients too were putting pressure on their agency partners to speak the language of modern marketing. The final punch in the gut was when a leading holding company merged two of their greatest legacy agency networks into digital brands, changing the face of the industry forever. 2019 – Acceptance This year was truly the coming of age for modern marketing practices. Creativity powered by technology was celebrated on the world’s biggest stages. OTT players and devices like the Amazon Firestick blurred the line between when that LED on your wall is a TV and when it is a screen. The reach argument in India was dealt a defining blow as the country crossed 500Mn people online. Many of them, who have difficulty interacting with screens and text, are using voice as their first interface. Others are driving up the demand for vernacular content. Fittingly, this year digital agencies such as ours grew to a scale comparable to many legacy agencies. And it is increasingly dawning on leaders in the industry that the time for distinction between digital and traditional capabilities has passed. Strategy and creative skills are still crucial. But they need to be coupled with data and technology to deliver the demands of marketing today and tomorrow. 2020 and beyond Voice, video and vernacular will scale as drivers of consumer engagement. Machine Learning algorithms fed by data will transform how things work internally for companies, as well as how they interact with their customers. Emerging technologies like blockchain will change the norms of transaction. New jobs like Data Security Specialists will be in demand. Many people have barely wrapped their heads around the digital disruption so far and feel exhausted thinking about another upskilling exercise. But continuous learning is the key to survival. For us, it could mean focusing on cracking a great idea and letting the machine take care of dynamic creative personalization. Formulating a brilliant media strategy and letting ML take care of optimum automated bidding and blockchain powered safe transactions. My belief is that to succeed in the 2020s, it won’t be about People Vs Machines, but rather how we best play together as People AND Machines. - By Amaresh Godbole, CEO, Digitas India

Digital marketing: A decade to acceptance

<ul><li>We bring to you a series of columns from industry experts, looking back at the last 10 years. The columns will explore how the media, marketing and <keyword id="34612" type="PERSON" weightage="20" keywordseo="advertising-industry">advertising industry</keyword> has transformed in the last decade.</li><li>Last decade was full of ups and downs for the advertising industry. While a lot of things have changed, one thing has remained constant -- digital taking precedence in every aspect of the industry. </li><li>Ashish Bhasin, CEO - APAC and Chairman India, <keyword id="6368370" type="ORGANIZATION" weightage="20" keywordseo="dentsu-aegis-network">Dentsu Aegis Network</keyword> Asia Pacific, commemorates how important this advent of digital media was for the advertising world, advertisements that stood out in the clutter, things that industry should have done differently, and trends to look forward to in 2020. </li></ul> The biggest, most noticeable trend in the last 10 years has been the advent of mobile along with digital and its impact, not just on advertising but overall on India's economic and social behavior. And if I had to pick one single biggest change in the last 10 years, it would be in the area of mobile and digital. It has spawned a completely new set of skills, a new set of requirements, a new pace, and that has happened in a young country where our average age is sub 27 years. Digital adaptability has really amazed us, particularly because the data prices fell, accessibility to smartphones became easier as they became cheaper. So, there's been a digital revolution in the last 10 years and not just advertising but consumer behavior has changed too. A lot of shopping is now done through e-commerce; if you're booking your movie tickets you will book digitally, banking has moved to digital too. Digital and mobile have permeated the day-to-day lives and behaviour of the consumer. However, in the bargain, the consumer today is also leaving a huge digital footprint in the form of data and therefore, the ability to handle data and data analytics has gained tremendous prominence. So, if I had to pick one area of change, I think I would pick this. One ad that stood out in the decade: 'Har ek friend zaroori hota hai' by Airtel was an ad that stood out for me because it encapsulated the best of both worlds. In some ways, it was representative of the digital era which is about mobile and telecommunication. And yet, at the same time, it held the value of social connection, friendship and touching human emotion. While everything else around us has changed, including advertising, the one thing which has not changed and hopefully will not change at least in my working life, is human emotions. We still laugh. We still cry. We still find something funny and something else sad and that ad captured both the progress of India and the human emotions very well. One thing that the Industry should have done differently: We should have paid a lot more attention on developing talent. Everybody did lip-service to it but most of our focus was to poach from one agency to the another. However, we did not invest enough on creating high quality talent and pivoting old talent to new skills. Trend to look forward to in 2020 Voice and performance will gain much more prominence than they did so far in the industry. With the emergence of OTT and data rates going down, there is a natural preference towards digitisation amongst younger audience. Equally, voice is so intuitive, it will be naturally driven more and more on a daily basis -- whether you are driving or use some voice assistant on your phone, which will be simplified with time. On the other hand, clients are also under-pressure to deliver results every quarter, hence, they will be far more interested in performance rather than just pure brand-building. - By Ashish Bhasin, CEO - APAC and Chairman India, Dentsu Aegis Network Asia Pacific

DAN’s Ashish Bhasin reflects on the decade that went by and how digitalisation shaped the advertising industry

<ul><li>The campaign kicks off with the release of pop-culture inspired brand film, conceptualised by <keyword id="10716961" type="General" weightage="100" keywordseo="scaler" source="Orion">Scaler</keyword>'s Marketing and Creative team.</li><li>The digital campaign aims to break through the noise in the edtech segment and voices the need for talent that is both skilled and motivated to make a difference in the world.</li><li>Scaler has earmarked Rs 100 crore for marketing and branding activities for the year 2022.</li></ul>Scaler, one of the fastest-growing tech upskilling startups, today kicked off its brand marketing campaign with a film that draws on popular shows and internet references as it takes the audience through an exciting premise that builds up to the punch line. The campaign, which will be run on digital platforms over the course of the next few weeks, aims to throw light on the enduring skill gap in the technology space and the urgent need to address the same. <div type="Youtube" id="E50jsn6dcuA" title="SCALER - #CreateImpact" thumbUrl="https://i.ytimg.com/vi/E50jsn6dcuA/mqdefault.jpg"></div> Through the campaign, Scaler aims to reiterate the importance of practical exposure and industry relevance in talent and the true value potential of a robust skillset, which empowers the holders to create a meaningful impact through whatever they do. The brand urges techies to imbibe the true value and create a resilient repository of practical capabilities, shifting the onus of 'creating impact' onto the techies themselves. Scaler has also announced a marketing budget of INR 100 crore for 2022. The core focus is to leverage digital media's power by creating IPS, curating branded content, and choosing the right voices to partner with for influencer campaigns to accurately convey the brand's value proposition to its niche audience. Speaking about the film, Abhimanyu Saxena, Co-founder, InterviewBit &amp; Scaler Academy, said - "Scaler has always been a proponent of the importance of having the right set of skills to perform any given role, and believes that securing a good job, while important and gratifying, is not the sole purpose of acquiring a skillset. The gap in skills that we are currently witnessing in the industry, acerbated even more by the rapid digitalisation that followed in the wake of Covid-19, has brought to light the need to not only keep oneself relevant by updating one's skill set but also the value of thinking beyond oneself and using one's skills to effectively address and overcome key challenges in the way we work and live." The campaign launch will be largely digital-led, following a double-pronged approach, with the brand film being 'pushed' to consumers via channels such as OTT, YouTube, and other social media, and from the 'pull' perspective, supported with memes, social media engagement activities, and other content collaborations across genres and geographies. In addition to crowdsourcing memes from their very own learner community (<a href="https://twitter.com/memersofscaler">@memersofscaler</a>), Scaler also plans to curate a series of brand engagements with niche influencers in the edutainment space, the likes of MBA Chaiwala, Soch by Mohak, RJ Abhinav, and Dhruv Rathee, to name a few. The campaign will also be further extended through regional content, beginning with the brand's first web series partnership with Chai Bisket for the popular Telugu show 30 weds 21, in its second season. Rahul Karthikeyan, Chief Marketing Officer, Scaler, added, "In the past, we have seen considerable success with our BTL approach, and this only reaffirms our belief that a unique value proposition like ours is best conveyed to our target audiences through engaging storytelling that effectively rises above the noise in the sector. Through our campaign efforts, we endeavour to build a meaningful connection with our audience, which ultimately transitions into consumer advocacy for the brand in the long term." Scaler is also proactively building a community of enthusiastic developers and coders on new-age platforms in an endeavour to bring the country's aspiring coding talent together. With over 96,000 members, Scaler runs India's largest active <a href="https://discord.com/invite/scaler">online tech community</a> on Discord, where tech enthusiasts share their knowledge with community members, collaborate for projects and discuss everything about technology. In addition, the company also runs the Scaler Star program, which helps in growing and engaging the community with the help of dedicated community ambassadors.

Scaler's campaign pulls off a people's heist to say skills matter more than degrees in advancing your career

<ul><li>Finance Minister Nirmala Sitharaman presented the Union Budget for 2022-23 in Parliament on Tuesday.</li><li>This year's budget is indexed towards startups, MSMEs, infrastructure projects, rural revival, digital payment apps, telecom growth and affordable housing.</li><li>We reached out to digital, media and creative agencies to understand how the increased focus on digitalisation, sustainability, blockchain and push to MSME can impact the ad and marketing industry.</li></ul>Be it the introduction of a Digital University to make education accessible across the country or the proposed launch of a Digital currency by the Reserve Bank of India to the government’s focus on promoting digital payments and fintech, Finance Minister Nirmala Sitharaman made it is clear that digital is the way forward. The Union Budget 2022-23 aims to boost the country's digital infrastructure and enable a cashless economy. The government also announced that it will set up an Animation, Visual Effects, Gaming and Comics (AVGC) promotion task force to give a push to the animation and gaming industry. To facilitate the roll-out of 5G mobile services in India, FM Sitharaman said that Spectrum auctions will be conducted in 2022. This, in turn, will give impetus to Voice, Augmented Reality and Virtual Reality and pave the way for the Metaverse. The Digital Rupee using blockchain will help Indians accept virtual currency and accelerate cryptocurrency exchange in India. Overall, the budget also shows a promise for Electric Vehicle brands, digital payment apps, MSMEs, gaming industry and start-ups. We reached out to digital, media and creative agencies to understand how the increased focus on digitalisation, sustainability and blockchain can impact the advertising and marketing industry. Here’s what they said: Anupriya Acharya, South Asia CEO, Publicis Groupe: The Budget is positive, growth-oriented and with reforms in the right direction. The advent of 5G is sure to transform communications – for our industry it will help creation of better AV, voice and AR/VR experiences. It will also fuel digital payments, streaming entertainment, gaming, e-commerce, tele-medicine etc which in turn will aid more Unicorns! It is also heartening to note that a special Task Force is being set up for AVGC (Animation, Visual Effects, Gaming and Comic) as this will help us build the much needed capacity both for domestic as well as global markets. And then there have been no changes in income-tax slabs for people, which many consumer segments were worried about. This in turn boosts consumer sentiment. From e-passports, to battery swapping for electric vehicles, setting up of optic fiber in the remotest of villages, setting up of a digital university and skilling through an e-portal, the big push is for technology, digital infrastructure and empowerment. Narayan Devanathan, Chief Client Officer, dentsu India: Having gone through the 38-page document of the Finance Minister’s budget speech, I decided to do a search for a couple of words that I thought kept repeating throughout her speech. The words “will be” occurred 110 times in the entire speech. When I narrowed my search to the single word “will,” the number rose to 362. To me, those two words sum up the essence of what this year’s budget is and is not. What it is, is a future-focused budget, aiming at the distant vision of India@100, with a 25-year Amrit Kaal lead-up. What it is not, and what I felt was sorely needed this year of all years, is a present-focused budget. A punishing 2021 for the aam aadmi with more-than-usual expenditure on health and sustenance meant the general populace was looking for immediate relief that would place more cash in their household budgets. That did not happen. Nor was there any extraordinary investment in relieving the healthcare expenditure burden. For all the importance of farmers in upcoming poll-bound states, there was neither major sop nor stimulus given to back the importance of agriculture as a spine if not engine of the economy. Even the MSME sectors were only handed a slightly longer lease of life with the extension of the ECLGS, but there was no real move to stimulate consumption by placing more cash at consumers’ disposal, for example, extending LTA claims to restaurants (and not just accommodation). There is perhaps plenty for the industry to cheer about since it can afford to think about the future and a slightly longer term than just the here and now of survival. The stock market did cheer up even before the FM’s speech, but that only served to underscore the dichotomy between the real health of the population and the Minority of Haves. When the general population probably can’t afford to wait for the benefits of trickle-down economics to reach them in yet another trying year, the dreams and wheels of a consumer-driven economy might move slower than the industry might like, despite the many future-facing and progressive policies announced. Virat Tandon, Group CEO, MullenLowe Lintas Group: The union budget can be termed as consistent with the government's vision to reach the 5 trillion GDP mark by 2025-26. Hence, the strong focus on capex to boost infrastructure that connects and streamlines middle India and provides the engines of entrepreneurship across the length and breadth of the country. It also shows India's commitment to bring a digital first economy with the 5G rollout planned for next financial year, clarity on India's policy for cryptocurrency, data centres, EVs and our very own digital Rupee. Start-up culture will continue to flourish with the right policy framework. These investments and policies will generate jobs and go a long way in inclusive and sustainable growth for Bharat. Anurag Bansal, COO &amp; CFO, DDB Mudra Group: This Union Budget looks neutral, with no major changes in taxation. The launch of digital Rupee based on blockchain technology is a big move to bring in official cryptocurrency in India. New e-passports with embedded chips would definitely ease overseas travel. Managing the Fiscal deficit while pushing for growth and investments is a great balancing act taken on by the government. It will give a boost to capital investments and infrastructure development. Kartik Sharma - Group Chief Executive Officer – India, Omnicom Media Group: With an impetus on holistic growth, developing infrastructure and job creation across sectors, the 2022 union budget shows promise with a focus on the big picture. Reviving economic growth in the post-pandemic environment has been a focus for this government and this progressive, digital-first, and development-oriented budget reflects that. Not only does it provide a boost to the MSME, agriculture and healthcare verticals, but also signals that investing in infrastructure today will connect India better tomorrow. With an increased focus on digitization, some of the standouts for me were that the budget recognized the current gaps and opportunities within the education sector, and is advancing towards uplifting India with the creation of a digital ecosystem - one that is focused on upskilling and creating more employment; aligned with the dynamic needs of today. It also aims to further strengthen communications in the rural sector and build upon the overall financialization of India. Furthermore, while the rollout of a 5G ecosystem will improve the quality of services, the launch of digital money, supported by blockchain, signals an increasing focus on transparency. With consistency in strategic direction and focus on propelling the MSME and start-up ecosystem, this is a welcoming budget for new-age businesses and a hopeful one that will ultimately lead to a boost in the A&amp;M industry as well. We're at the cusp of the next stage of India's digital revolution and although certain factors like data privacy still remain an area to be delved deeper into, as infrastructure and banking penetrate further into rural India, we’re looking hopeful and strong to transform into a forward-leaning digital economy of tomorrow.” Deepak Mittal, CEO and Co-Founder, TO THE NEW: The government's unprecedented commitment to technology innovation and adoption in this union budget is highly encouraging. Breakthrough developments and futuristic technology such as the introduction of digital currency, the rollout of 5G within FY22-23, and e-passports using embedded chips are exciting for the country's future. Among the measures announced, the budget highlights special incentives to startups and the launch of a progressive, new portal encouraging a digital ecosystem for skilling and upskilling. These initiatives will serve as a successful catalyst for the country's economic growth. Atul Shrivastava, Group CEO &amp; Executive Director at Laqshya Media Group: The union Budget underlined the government’s focus on long-term growth. As India’s economic growth is estimated to be 9.2% in the upcoming financial year so it would be good for all the industry and with overall growth, we are sure advertising &amp; media will also show remarkable growth which was low due to the pandemic in the last couple of years. As announced the National Highways to be expanded by 25,000 km under PM Gati Shakti mission. Highways are adding a new dimension to the growth of the OOH Industry as advertising on the Highways is emerging as very strong choice for brand building for many categories. Prasad Shejale, Founder and CEO, Logicserve Digital: The FM has announced a very progressive budget with an intention to widen India's horizons and outlook in the next five years, leveraging emerging technologies. The Government has addressed some urgent priorities underpinning the digital sector, including the launch of digital currency, API-based skill credentials, digital learning channels, digitization of manual processes, etc. On the digital connectivity front, the 5G spectrum auctions will finally make the dream of a tech-savvy India a reality, further boosting the country's digital infrastructure. Additionally, the launch of a design-led manufacturing scheme for the 5G ecosystem as part of the PLI scheme will ensure affordable broadband and mobile communication even in far-flung areas. The availability of high-speed internet connectivity in urban as well as rural areas will encourage marketers to experiment with blockchain, AR, VR. On the skilling front, initiatives like establishing a digital university will provide an opportunity for youth to learn new skills from the comfort of their homes. The creation of a new task force to build domestic capacity in the Animation, Visual Effects, Gaming and Comic (AVGC) sector is commendable. The overall budget is future tech-enabled and balanced. Ahmed Aftab Naqvi, Global CEO &amp; Co-founder, GOZOOP Group: While there will always be hope for more and better, the continued push towards digital, fintech and the boost for start-up ecosystem with the extension of tax benefits till March 2023 along with capping the surcharge at 15% irrespective of the amount of long term capital gains, will fuel the fire of entrepreneurship in our nation. Varun Duggirala, Entrepreneur, Co-founder of The Glitch, Author, Content Creator and a Podcaster: The twin announcements of the digital rupee and the taxation on ‘virtual digital assets’ is clearly a focused drive from the government to regulate the crypto space. What needs to be seen is how this plays out because regulating a decentralized space is a paradox in itself. Another point that stood out for me was the national mental health program. More than anything else it signifies the normalizing of mental health as a legitimate area of focus for us as a nation. Shrenik Gandhi, CEO and Co-founder, White Rivers Media: In my opinion, it is a fairly balanced budget. There is sufficient emphasis being laid on up-skilling, and making right investments in tech which is the need of the hour. The previous budget was more inclined towards setting up a strong foundation in the digital space, and this one is essentially focused on making further advancements. Besides, Digital Rupee being introduced is indeed, a great news across sectors and it will be exciting to finally watch it become a reality. It can prove to be a game-changer in India's future as transactions will become even more instantaneous. Speaking of the expected benefits, let’s not forget that this is India’s #Budget and not a Big Bazaar scheme announcement. So, the immediate benefit may not be seen right now but considering the long-term narrative, it is a fairly established budget. Sahil Chopra, Founder &amp; CEO- iCubesWire: While the general trend of the <keyword id="12134566" type="General" weightage="20" keywordseo="union-budget-2022" source="Orion">union budget 2022</keyword> has its emphasis on ease of doing business, I strongly believe, data and digital occupied the centerpiece of the budget. The plans to focus and promote the fintech and digital economy are a very strong positive move. New age technologies, keeping data and digital at heart of it will allow the tech enablers to transform multiple industries. For MSMEs, the government has plans to outlay Rs 2 trillion which is again a welcoming move that will help in enhancing startups as well as entrepreneurial opportunities for all. Besides, extension on tax exemption to startups and promotion of startups to facilitate ‘Drone Shakti’ through varied applications and drones as a service is also encouraging. The ambitious optical fibre to the villages under PPP in 2022-23 shall get the next 100M in the Digital Universe soon. To sum up, it’s a positive budget for the digital sector which has always vouched for a strong digital infrastructure in the country." Chetan Asher, Founder and CEO, Tonic Worldwide: The budget clearly will help the country march towards digital adoption and transformation in many sectors. With 5G rollout on the cards we will see an acceleration across the board. The digital rupee will put India right up on the map of advanced digital economies. Clarity on Digital assets and crypto will give it new impetus. All of these initiatives will help us emerge as leaders in adoption and growth of blockchain technology Ambika Sharma, Founder &amp; MD, Pulp Strategy: The Budget is interesting as the Government has focused on all sectors. The financial support for the digital payments ecosystem is a welcome move and further reaffirms the Government of India's digital banking push. This push on digitization will make way for more inclusion in the ecosystem. The focus on 'Ease of doing business is a great step, as it will further promote entrepreneurship in the economy” . The 2022-23 budget finely balanced fiscal retreat with supporting economic recovery. The budget focused on a familiar strategy of driving capital expenditure to drive growth, to crowd in private investment through higher public spending. Although markets could be disappointed with a higher fiscal deficit of 6.4% of GDP for FY23 than expected, it is perhaps prudent to not undertake aggressive fiscal consolidation at this nascent stage of recovery. While elevated market borrowings are likely to pressurize bond yields, the inclusion of green bonds in the borrowing plan is an interesting innovation. In terms of specific policy announcements, the move towards self-reliance through protection for domestic manufacturers (change in custom and import duties) aligns with the long-term goal of Atmanirbhar Bharat. The government has extended the startup tax holiday and concessional tax for manufacturing startups by a year. While that was on the cards, it doesn’t address the core need of startups to be given a longer tax holiday of 5 years as required. One of the most encouraging aspects of the budget has been the announcement to set up an AVGC (animation, visual effects, gaming, and comics) promotion task force to plan and build domestic capacity for serving domestic as well as global markets. Loss from the transfer of virtual digital assets cannot be set off against any other income. The creation of a unified logistics platform and the developments of 100 new cargo terminals in the next three years are significant steps in improving the supply chain ecosystem in the country. Infrastructure status given to Data Centers will provide a huge boost to the fast-evolving digital environment of the country. The fiscal outcome is broadly in line with our expectations with the government having continued its focus on infrastructure and rural demand. Himanshu Arya, Founder and CEO, Grapes: The Union Budget for the financial year 2022-23 has set the stage with an invigorated focus on ramping up the process of the digital revolution. The government’s focus on the digital ecosystem is a progressive move to render an inclusive landscape for job openings and entrepreneurial opportunities. The extension of tax incentives for startups for one more year will give a slight relief to the industry. I hope that the cash flow improves in the market. The Union Budget has various encouraging initiatives and is directed towards a more viable and flexible business ecosystem that completely aligns with the ideologies of Make in India. Siddharth Devnani, Co-Founder &amp; Director, SoCheers: Digital and digitization stood out as a strong overall trend in the Union Budget 2022. The budget put a great focus on long-term growth and given how intricately ‘digital’ was integrated into several measures, it can be seen as an integral part of that growth. Implementation of the Central Bank digital currency will definitively aid the growth of digital economy and finance in the country, opening doors for digital acceleration across sectors. The announcement about the new digital university and the renewed focus on digital learning, further presents an opportunity, especially to the fast-evolving Educational Technology sector. However, a definite plan on how this will pan out for all corners of India remains to be seen. Moreover, digital will also be leveraged in the set-up and operation of tele-mental health centres, providing the necessary focus and access to mental health services to the Indian masses. This comes as one of the most welcome move as it’ll contribute infinitely to the nation’s long-term growth.

The advertising industry voices its enthusiasm about the government’s steps towards boosting digital ecosystem in Union Budget 2022-23

<ul><li>India and Australia are expected to see particularly high growth rates in 2021, with the growth expected to exceed pre-pandemic levels in China, predicts dentsu's latest Ad Spend Report.</li><li>The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion.</li><li>With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region.</li></ul>dentsu's latest Ad Spend Report has brought in some good news. Advertising investment is forecast to grow by 10.4% globally in 2021, according to the latest report. The twice-yearly report which combines data from 59 markets, anticipates US$634 billion will be spent globally with all regions enjoying positive growth. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion. In the region, Australia and India are forecasting particularly high growth rates in 2021, with 2021 growth expected to exceed pre-pandemic levels in China. The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Some trends in consumer behaviour and spend in advertising which emerged during the past year have remained. In APAC, the 6.2% rise in digital spend last year is forecast to grow by 12.8% in 2021 to reach US$124.5 billion, representing a 54% share of total ad spend. Forecasts for Social (33.4%) and Video (10.8%) will also rise, with Search also growing (7.8%) reaching US$23.1 billion in 2021. Offline/Linear ad spend will see a return to growth 2.8% to US$104.8 billion, following a 15% decline in 2020, however it is predicted that spend levels in APAC will remain below pre-pandemic levels in 2021. While regional live events such Tokyo Olympics and Paralympics Games continue to be a significant driver of growth in Linear TV ad spend in APAC (3.9% increase in 2021 to reach US$59.2 billion), the dentsu data suggests a shift towards CTV (Connected TV) and <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> (Over The Top) and audiences moving more towards digital media consumption mean Linear TV spend will remain below pre-pandemic levels until beyond 2021. With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region. Cinema has a slightly longer recovery, with a further decline in 2021 (-5.0%) but expected to bounce back in 2022. Radio will also see growth (4.3%) in 2021. While most channels will return to growth in 2021 (Cinema in 2022), Print is seeing a slight decline in 2021 (–2.7%) and expected to continue declining in 2022, as it continues to evolve towards new modes of digital delivery. Looking at the industries who will see growth in ad spend this year, it will come as little surprise that Government spending remains a key growth area, supporting the Covid vaccine rollout and other related initiatives. In APAC’s key markets, the travel and transport sectors, will still be affected by the uncertainty of the past year and see a muted increase in demand (4.9%), while Media &amp; Entertainment is forecast to see growth (9.7%). The decline in APAC advertising spend prompted by the pandemic in 2020, has proved to be less severe than originally anticipated. While 2020 remains the weakest performing year since the global financial crisis, the decline in growth has been raised since dentsu’s January 2021 forecast (from -8.0% to -5.2%.) In 2021, the market is seeing a recovery in growth (8.0%), an improvement (2.1% pts) on January’s predication. Looking to 2022, recovery is set to continue when spending is likely to reach US$243.6 billion and grow at a rate of 6.3%. <keyword id="248051" type="PERSON" weightage="20" keywordseo="Ashish-Bhasin">Ashish Bhasin</keyword>, CEO APAC, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword>, said, “It is promising to see a return to growth in the APAC region with two of our markets in the top five contributors of ad spend growth; China and Japan. While China continues to see strong levels of growth driven by Digital and OOH, Japan’s growth will be buoyed by events like the 2020 Olympic &amp; Paralympic Games, and the House of Representative elections and the advertising spend associated with it, particularly in TV. In addition, Australia and India are two of the top year-on-year growth markets, forecasting a surge in ad spend. Australia has had a stronger economic recovery after the pandemic particularly in TV and Digital where the government focused much of their Covid-related campaigns, while India is expected to see a resurgence in Digital advertising spend though TV is still the main contributor with a 40.9% share.” <keyword id="10538998" type="UNKNOWN" weightage="20" keywordseo="Prerna-Mehrotra">Prerna Mehrotra</keyword>, CEO Media APAC and MD Media Singapore, said, “We are optimistic that the region will bounce back to positive growth in ad spend, with some channels likely boosted higher than pre-pandemic levels. The main drivers behind the growth is economic recovery, with the APAC GDP set to increase by 7.3%, and a stronger-than-ever push to digital marketing. Serving as a stimulus the pandemic has accelerated digital adoption. Digital media will continue to drive ad revenue growth this year with strong performance in social (+33.4%) and video (+10.8%) and majority of spends in mobile. We will also see more investments diverted towards addressable and the digitalisation of OOH channels. Programmatic DOOH will also be a key growth driver in the future. With the growing numbers of SSPs and DSPs partnerships and an increasing demand for location-based solutions to ad-reaching consumers in these times of uncertainty, advertisers will benefit from the speed, flexibility and the targeting capability that the medium will provide.” Growth in global ad spend between 2019 and 2022 Year-on-year % growth at current prices (January 2021 figures in brackets) Share of global ad spend by channel between 2019 and 2022 January 2021 figures in brackets

India and Australia are two of the top year-on-year ad spend growth markets, to witness a surge in ad spends in 2021: dentsu Ad Spend Report

<ul><li>A <keyword id="15764516" type="General" weightage="20" keywordseo="Great-Learning-study" source="Orion">Great Learning study</keyword> found that in 2022, building skills in data science was likely to result in 3x rise in salaries by 2040 compared to those who haven’t upskilled. </li><li>A marketing professional who upskills in 2022 will earn 100% more than her peers over a period of 10 years. </li><li>The industry recognises and pays a premium for relevant skills as compared to legacy skills. </li><li>An often-overlooked component of <keyword id="3554713" type="General" weightage="20" keywordseo="upskilling" source="Orion">upskilling</keyword> is developing the right set of social and professional contacts to unlock potential career moves.</li></ul>Every graduate has a moment of reckoning: after years of preparation and being tested, they’re ready to face the world and carve a career, hoping for instant success and believing they have the right combination to crack the job market. But being labelled a ‘fresher’ in a viciously cutthroat environment offers a sudden reality check for most wide-eyed, hopeful aspirants, bringing up real-world challenges and barriers that can be hugely dispiriting. Freshers have the odds stacked against them—employers logically seek experience, people who can get going right from day one, and personnel with proven track records. From an economic and viability standpoint, companies look to invest in reliability, as the long-term benefits of skilled employees outweigh the immediate low hiring costs associated with freshers. Up-and-coming hopefuls also lack inside perspective; you don’t simply learn organisational dynamics in a classroom. Intuitiveness comes from experience, and it’s little wonder graduates find it difficult to land their first jobs once out of college. Freshers also face the dreadful proposition of encountering a slow, uncertain post-pandemic job market that is still finding its feet as global volatility and economic unpredictability loom large. Companies and MNCs are either rescinding their offer letters or delaying their recruiting in the backdrop of new, more austere hiring practices, causing an onboarding bottleneck that’s proving challenging to get past. But, thankfully, it’s not all doom and gloom. Freshers can appeal to hirers, brush away more accomplished competition, and possibly skip bottlenecks by skilling up, reskilling and building a <keyword id="27676" type="General" weightage="20" keywordseo="portfolio" source="Orion">portfolio</keyword> of attractive abilities. A recent report by <keyword id="6559242" type="General" weightage="80" keywordseo="great-learning" source="Orion">Great Learning</keyword> has shown that professionals who invest in upskilling early on in their careers earn twice as much as their peers and receive significantly higher increments than them. They also gain financial independence much earlier than those who do not. The modern job market regards upskilling and reskilling very highly, as it is a way to stay up to date with a dynamic environment. Here are some steps that can help guide young professionals ready themselves for the job market: 1.Select your industry domain – Knowing which basket to keep your eggs in is crucial when it comes to an ever-changing environment. Traditionally, industries such as finance and technology have been regarded as high paying. With growing digitalisation, technology has emerged as one of the hottest sectors, especially with regard to new-age technologies such as data science, AI, ML, blockchain, etc. A Great Learning study found that in 2022, building skills in data science was likely to take salaries of professionals to 57.9 lakh per annum by 2040 - 3x that of peers who haven’t upskilled. Similarly, a marketing professional who upskills in 2022 will earn 100% more than her peers over a period of 10 years. 2.Build the right skills – Enhancing your skill sets can open up unimaginable new opportunities and streams of revenue for you. It can introduce you to a sea of domains and skills demanded by recruiters across the globe. For example, a software engineering professional with new-age skills can make up to 4x as much as her peers who have traditional knowledge and the same level of expertise. A professional who hasn’t upskilled will be able to build her retirement corpus only by the age of 60, whereas an upskilled professional would have accumulated her retirement fund by 50 years of age. This is because the industry recognises and pays a premium for relevant skills as compared to legacy skills. 3.Choose the right learning platform with research and a data-led approach – There are innumerable ways through which you can increase your knowledge capital. However, the focus needs to be on building capability rather than just receiving certification on paper. To achieve the highest aaknowledge. Many upskilling platforms have connections with hiring companies and provide dedicated placement assistance to help you make the best of your cutting-edge expertise. 4.Network for the win – An often-overlooked component of upskilling is developing the right set of social and professional contacts to unlock potential career moves. Once a candidate has updated her skill sets and zeroed in on an industry domain, the next stage is to connect with the industry through its peers and influencers – leverage employment-focused online platforms and engage with mentors and like-minded professionals; build a social network that is privy to your interests, profile, skills and creativity and caters to nurturing your professional relationships. Having the skills alone might not suffice, you’ll need to advertise them and show people why you’re qualified. Take advantage of the tools available, join groups and forums, and participate in events, connecting with a global network of established members. You stand to gain specific insights and tidbits you otherwise wouldn’t. And if you capture someone’s interest, you might find yourself at the receiving end of a recommendation or a possible job opportunity or two. Complement your networking by participating in industry-relevant programmes and live projects like hackathons and summits. They further provide an understanding of the inner workings of particular specialisations and are a great way to meet industry partners and stakeholders with similar goals and attitudes 5.Curate a relevant portfolio – A portfolio is your identity and speaks on your behalf before you’ve even personally met a prospective employer. As such, take a lot of care in ensuring that your portfolio is fresh, contemporary, and offers an inside view of your talents and abilities. Detail your experiences, don’t shy away from showcasing your wins, highlight tangible outcomes you’ve effected in projects, and give a sense of progression and your hunger to succeed. Update your CV with the skills you’ve picked up and let hirers know you’re up to the brief and have what it takes to work in the industry. And finally, prepare for interviews and possible curveballs and participate in career fairs to get a sense of the job market and what companies are looking for. The bottom line is to make smart choices, put in the effort, and ensure that the effort is aligned with your goals and the larger industry ecosystem. Investing in learning and building the right skills is a foolproof way to secure your position in the future. This not only guarantees access to more appropriate opportunities and prepares you for the most demanding moments of your career, you also draw better benefits and are always a couple of rungs above the rest of the contenders on the highly challenging and immensely crowded employment ladder. (The writer is the co-founder of Great Learning)

Skill up and stand out: How to crack a demanding job market in 2023

<ul><li><keyword id="1762392" type="COMPANY" weightage="20" keywordseo="Criteo">Criteo</keyword>'s ‘<keyword id="8855113" type="UNKNOWN" weightage="20" keywordseo="covid-19-impact">COVID-19 Impact</keyword> on <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword>’ report highlights the impact of COVID-19 on consumer buying behaviour.</li><li>Criteo surveyed 1,000 senior marketing executives globally, including 105 in India, to learn more about their plans for 2021.</li><li>According to the report, 43% of the marketers surveyed in India said that due to Covid-19 their business had seen a drop in revenue in 2020. </li><li>54% of marketers said that Covid-19 has led to more website sales/bookings.</li></ul>Criteo's ‘COVID-19 Impact on Marketing’ report released today revealed that for 8 out of 10 marketers in India, <keyword id="618493" type="CITY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> spends have increased due to Covid-19. The report highlights the impact of COVID-19 on consumer buying behaviour and that it has led to more online sales and rapid digital transformation. The survey findings reveal the implications of Covid-19 for businesses, their priorities, challenges and digital marketing spend. Criteo research found over half of the marketers saying that their digital marketing campaigns are going ahead as planned. Criteo surveyed 1,000 senior marketing executives globally, including 105 in India, to learn more about their plans for 2021. According to the report, 43% of the marketers surveyed in India said that due to Covid-19 their business had seen a drop in revenue in 2020. However, 54% of marketers said that Covid-19 has led to more website sales/bookings, indicating that driving online sales and visits will be a big emphasis for businesses moving forward. Budget for social, content marketing, paid video and advertising on retail websites and apps is also likely to increase in 2021. 4 out of 10 marketers say Covid-19 has resulted in rapid digital transformation of business processes. Further 46% claimed they had seen increased efficiency and 45% confirmed increased customer loyalty. <cmsannotation type="cmsannotation" annotationid="Have there been any positive outcomes for your business during COVID-19?" text="Have there been any positive outcomes for your business during COVID-19?">Have there been any positive outcomes for your business during COVID-19?</cmsannotation> <div type="image" title="Criteo 1" msid="80784244" hostid="261"></div> Source: Criteo COVID-19 Impact on Marketing Survey, India, October 2020, n=101. Covid-19 has forced significant changes to sales, marketing, and operations. 8 out of 10 marketers in India say that the share of digital marketing spend at their company has increased due to Covid-19. In today’s environment, 65% of marketers believe that marketing function in companies has become more important due to increased digital marketing activities. Additionally, 69% believe marketing has become important to acquire new customers and 58% said to build and reinforce their brand values. <cmsannotation type="cmsannotation" annotationid="Why did the marketing function at your company increase in importance during COVID-19?" text="Why did the marketing function at your company increase in importance during COVID-19?">Why did the marketing function at your company increase in importance during COVID-19?</cmsannotation> <div type="image" title="Criteo 2" msid="80784268" hostid="261"></div> Source: Criteo COVID-19 Impact on Marketing Survey, India, October 2020, n=85. Speaking on the survey, <keyword id="134072" type="PERSON" weightage="20" keywordseo="Taranjeet-Singh">Taranjeet Singh</keyword>, Managing Director of South East Asia and India, Criteo, said, “Our Survey focuses on marketing as the remote control to the success ladder for any business, especially during Covid-19. Digital transformation will continue to be a focus in 2021, as companies realise that we may never go back to ‘business as normal.’ By staying on the top of new trends, analysing the market insights, and understanding the growing customer demands and changes in behaviour, marketers can develop a successful marketing campaign for moving ahead in the future. Agility in all facets of business, especially marketing, will be a key to success.” He further added, “At this tipping point of transformation, we are committed to turning the company’s assets into the world’s leading Commerce Media Platform, for brands, agencies and retailers to optimize their sales and digital advertising returns.” In terms of digital marketing spend and re-allocation budgets, nearly all marketers in India have made changes to their strategy due to the pandemic. According to the survey it can be observed that Covid-19 resulted in more marketing spend across digital channels which will continue in the years ahead. 58% of marketers in India say their digital campaigns are too dependent on walled gardens. Digital marketing budgets have increased, but brand safety, and high dependency on Facebook, Google, and Amazon are big concerns (50%). Nearly half of the marketers in India say that their marketing budget commitments and new product/service launches are going ahead as planned. Events and outdoor marketing campaigns have been more negatively impacted. As a way forward, the survey highlights 51% of marketers say their budget for advertising on publisher websites and apps is likely to increase in 2021. Here, customer retention and expanding into new offerings are top objectives moving forward. Marketers in India confirm that digitalisation of business operations is their top priority (70%). <cmsannotation type="cmsannotation" annotationid="What are your company's core objectives to bounce back from COVID-19?" text="What are your company's core objectives to bounce back from COVID-19?">What are your company's core objectives to bounce back from COVID-19?</cmsannotation> <div type="image" title="Criteo 3" msid="80784311" hostid="261"></div> Source: Criteo COVID-19 Impact on Marketing Survey, India, October 2020, n=96. <cmsannotation type="cmsannotation" annotationid="Which of the following will you prioritize to become better at facing COVID-19-type situations in the future?" text="Which of the following will you prioritize to become better at facing COVID-19-type situations in the future?">Which of the following will you prioritize to become better at facing COVID-19-type situations in the future?</cmsannotation> <div type="image" title="Criteo 4" msid="80784320" hostid="261"></div> Source: Criteo COVID-19 Impact on Marketing Survey, India, October 2020, n=95.

8 in 10 Indian marketers say digital marketing spends at their company increased due to Covid-19: Criteo

<ul><li>With the industry changing at a rapid pace, throwing a new set of challenges every day, experts are hoping that 2021 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques. </li><li>We spoke to a few industry experts to identify these new opportunities that 2021 will bring forth for the broadcast industry and here is what they had to say. </li></ul>In 2020, the <keyword id="34937" type="ORGANIZATION" weightage="20" keywordseo="media-industry">media industry</keyword> changed a lot and because of that, 2021 will see a far-reaching impact on consumer behaviour and their viewing habits. While some changes will take us back to the ‘old normal’ like on-set shoots, going back to office, etc., some would accelerate digitalisation in the media industry and push us forward at least by 2-3 years. When the whole country was confined to their homes, consumers turned to OTT platforms and TV channels to entertain themselves. TV sets and mobile phones became the only sources of connection with the outside world. News channels also benefited as people stayed glued to their TV sets to catch on COVID-related updates and lockdown measures. As a result, consumption of content increased like never before. There is no denying that the future is digital. Technology will continue to play an important role in redefining the business operations and broadcasters will also focus on delivering aggregated content and device experiences this year. During the lockdown, the return of old mythological shows like Ramayan and Mahabharat from the 90s led to an exponential rise in viewership and advertisers count on TV. These shows soon became the main source of entertainment among Hindi GECs as it contributed about 43% to overall viewership of the genre, revealed BARC. The re-telecast of Ramayan alone garnered the highest-ever rating for a Hindi GEC show since 2015 at 1.20 trillion minutes and Doordarshan’s average daily viewers grew by 62 million. As the lockdown was lifted gradually and the economy started limping back to normalcy in July, television continued to be the screen of the household and an important medium for advertisers to reach their consumers. After seeing a lean few months, IPL brought the much-needed cheer for the Indian advertising industry and consumers in September. Dream11 IPL 2020 set a viewership record with an overall consumption increase of 23% than 2019. IPL’s Television viewership reached an outstanding 31.57 million, revealed Star India. It was the biggest IPL carnival the nation saw. According to BARC, return of original shows on TV along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year than 2019. After facing unprecedented turbulence in the year 2020, broadcasters are now looking forward to seeing what 2021 has in store for them. Here is what they are expecting: <keyword id="3387826" type="PERSON" weightage="20" keywordseo="Prathyusha-Agarwal">Prathyusha Agarwal</keyword>, Chief Consumer Officer, ZEEL: <div type="image" title="Prathyusha Agarwal" msid="80617012" hostid="261"></div> I see "Thriving VideoVerse of The Soaring 20s" as the biggest trend in Entertainment that will shape 2021. As a whole generation hit by the pandemic will kick into hyper-active mode to rebuild lives, economy and a whole new world, consumers will demand entertainment not as an earned indulgence at the end of a hard day's work but an always on entitlement. It will be a need as essential as the daily bread, acting as food for their souls, sparking their minds and a reservoir of emotions that they can dip into as a respite from the hard reality that a post COVID world will be. Viewers will share their dining tables and living rooms with our content on television satisfying the craving for anticipation of a new story, the first bite to savour the emotion and form a firm bond engaging with our characters every day. They will then stretch it across multiple screens, platforms and interactions, micro-dosing, binging on it, dipping in, dipping out and gorging on it through time and space. As broadcasters, we need to gear up our backend to tailor-make our content such that it is adept to the multiple platform front-end user interfaces. There is a shift needed from thinking of content development as an uncertain creative process to building a nuanced understanding of the cultural core that makes viewers tick, what they want/ need, where do they need it and have the capability to evolve our craft to deliver that. Its time to unleash the full potential of the Viewer VideoVerse which is way larger than any product x platform, seamlessly serving "fit for delight" content across screens. Nina Elavia Jaipuria, Head - Hindi Mass Entertainment and Kids TV Network, Viacom18: <div type="image" title="Nina Jaipuria." msid="80617021" hostid="261"></div> In a connected world where linear and digital media are increasingly becoming intertwined, the year 2020 has been crucial in reaffirming the fact that unlike many western countries, Television and Digital will grow together in India. And this is one of the key trends that will continue and further take shape in the year 2021. The industry is expected to grow at 17% CAGR over next 4-5 years – while digital is expected to grow at a rapid pace, the traditional TV medium is also expected to witness a steady growth. This TV + Digital combined growth will result in a continued hike in demand for content – both long form, episodic and short form – as well as provide significant opportunities for content creators. Rural and semi-urban areas witnessed highest growth driven primarily by increased reach due to top broadcasters going back on Freedish this year. Furthermore, the availability of original content in regional languages across all genres contributed to this upswing. Concurrently on digital, given the increased demand and competitive landscape, OTT players are betting heavily on regional and differentiated original content to expand their library and drive-up user engagement. The growth in consumption of content across touchpoints is a trend that will enable unlocking the industry’s true potential – from both macro-economic as well as soft power capabilities. Avinash Pandey, CEO, ABP Network: <div type="image" title="avinash ABP news" msid="80617060" hostid="261"></div> In 2021, online content consumption will continue to trend. Broadcasters are now open to new ideas of reaching out to their audiences, be it through podcasts or online video content. Furthermore, empathetic, intimate, and contextual storytelling will be crucial for content creators this year as the pandemic has placed a special focus on personal experiences and unfeigned stories. Hyperlocal content and neighbourhood stories, therefore, will help broadcasters engage with their consumers on a deeper level. At ABP Network, we have left no stone unturned when it comes to expanding on digital. We have invested into video content, podcasts and other forms of digital media to create greater value in the long-term. Our regional channels, too, continue to dominate in their respective markets across diverse platforms. Harnessing new opportunities on both fronts, we have expanded our offerings to create new avenues of growth and monetisation for 2021 and beyond. Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO: <div type="image" title="Abhishek Dutta, Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO" msid="80617040" hostid="261"></div> Indian viewers now expect relatability and relevance in terms of characters and contexts so demand for homegrown IPs will continue to rule the roost in 2021. India’s sustained co-viewing patterns and the rise in greater access to entertainment will cement Kids and Family Content as the ‘anchor genre’ in the country. Markand Adhikari, Chairman and Managing Director, SAB Group: <div type="image" title="Markand-Adhikari SAB" msid="80617050" hostid="261"></div> We will not just see the addition of new users but also increasing the retainership of existing digital consumers. Online gaming consumption and demand for OTT originals is only going to increase as technological advances greatly aid them. The best part is that their model is subscription-driven and not dependent upon advertisers. Though television is very much here to stay, OTT is going to gain a lot of traction in the mid-term. Further, the dependency of M&amp;E companies on technology will likely increase to leverage cost-efficiency and create revenue enhancement opportunities. As monetisation and revenue in terms of ad-spend, continues to grapple, profit protection and cash management with greater technology integration will gain strategic significance for M&amp;E companies. The industry is likely to remain focused on sustenance at current levels along with a renewed emphasis on flexibility which would accelerate the move to a variable cost model and reduced fixed costs. While the long-term implications of COVID-19 are yet to emerge, the above-mentioned developments will likely come into focus in the M&amp;E industry as the post-COVID reality becomes clearer.

Broadcast industry: Trends to watch out for in 2021

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 A full blown war of words has broken out between Star <keyword id="6356028" type="COMPANY" weightage="40" keywordseo="Sports">Sports</keyword> and Raheja group-owned multi-system operator <keyword id="107801" type="COMPANY" weightage="80" keywordseo="Hathway">Hathway</keyword> after the latter removed signals of channels of the global sports broadcaster from its packages and offering it for the more expensive pick and choose option.

	While Star Sports accused the MSO of violating TRAI regulations by not informing customers in advance before offering its channels on a-la-carte basis, Hathway hit back by saying it has followed all the rules and regulations of the regulator.

	The sports broadcaster has carried out advertisements on TV, print and outdoor hoardings asking Hathway customers to switch on DTH if they were unable to watch its sports channels. The campaign hit a peak during the just concluded T20 World Cup.

	"We are of the opinion that they have violated the quality of service regulation framed by TRAI. Especially for Delhi and Mumbai, Hathway failed to inform consumers about change in composition of packs, when they were bound to inform consumer through running of scrolls on its screen and publish a prior notice in leading newspapers," a Star Sports spokesperson said.

	Even for subscribers who had paid subscription fee in advance for six month to a year, they went ahead and changed the composition of the package, the spokesperson added.

	Denying the allegation, Hathway Managing Director and CEO Jagdish Kumar G Pillai told PTI: "We have followed all rules and regulations of TRAI. We have removed Star Sports from our existing packages and giving options to consumers to choose a channel or a package."

	Stating that "the essence of disitisation is about giving consumers numerous options", he said: "We are confident that sports fans will pay a reasonable amount to view their favourite games."

	The dispute started after Hathway, a leading MSO with over 11 million subscription base in 140 cities, removed Star Sports bouquet of four channels from its regular package and asked its viewers to pay a-la-carte to subscribe.

	When asked why Star Sports channels were put on a la carte basis, Pillai said: "We have been paying them on a fixed pay basis, which worked out to be a very unreasonable amount on a 'per subscriber' basis."

	However, the Star Sports spokesperson said: "We were in the midst of negotiations and wanted to understand Hathway's future plans but they unilaterally went ahead and changed the composition of packs."

	Star Sports and Hathway had entered into a fixed fee deal to add the broadcaster's channels in a package without any linkage to the subscription base.

	According to Star, the parties had signed two separate agreements. While the first contract which expired on October 31, 2013 catered to Delhi and Mumbai markets, the second contract that expired in March 31, 2014 was for the places where digital addressable system (DAS) was notified by the government in phase II of digitalisation and Kolkata region. 
	 
	Courtesy: <a href="http://www.bestmediainfo.com/" onclick="window.open(this.href, '', 'resizable=no,status=no,location=no,toolbar=no,menubar=no,fullscreen=no,scrollbars=no,dependent=no'); return false;">Bestmediainfo</a>

You Searched For "digitalisation in advertising" and got 10 results

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