Screen media is a fast-growing new advertising sector that combines elements of television, digital media, and point-of-sale advertising. The Screen Media India conference in Mumbai will provide an opportunity for organizations in India to learn how they can benefit from this new medium. Screen media is expected to be widely adopted by retailers and other businesses to enhance customer experiences. It will also be used in government, transportation, and other sectors. The conference will allow participants to learn about best practices and opportunities in India's developing screen media market.

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Place-based screens are the fastest growing new media sector since the
Internet. Come to Screen Media India - Mumbai 2008 to discover how your
organisation can bene t from this exciting new communications tool.
About screen media As elsewhere, traditional advertising in
India is fragmenting, with more media and
Screen media is expected to be worth more
more competition for the consumer’s time
than $2bn worldwide by 2010, and every
and attention; once-mighty print and
day it is being adopted by retailers and other
cinema have seen their reach plummet in
public-facing organisations as an alternative
the last two decades. At the same time,
that enhances the best features of three of
increasingly technologically and culturally
the most powerful media – TV, outdoor and
sophisticated consumers are less and less
POS.
likely to be stimulated by the inherently
restricted creative potential of conventional
It is among the fastest-growing advertising
outdoor advertising and point-of-sale
sectors today because it o ers brands,
material.
agencies, media owners and indeed anyone
in the business of communications a way to
The Indian market’s existing wealth of TV
bring together the visual power of
programming and its strong independent
television, the narrowcast targeting of
production sector will also help to drive this
digital, and the relevance of POS in a single
medium’s growth, as screen media provide
powerful concept that reaches the customer
an additional opportunity to monetise
out of home and at the point of sale or
content. For example, a full half of the rural
decision, but harnesses all the power of the
audience is not reached by any national
digital age – with endless potential for
medium – place-based screens are one way
personalised interaction as well as mass
to open up this new market.
messaging.
We expect that, as in other territories,
Screen media in India – content for most screen-media applications
in India will be a mix of short-form
where the market is heading entertainment, commercial messaging, and
The screen-media sector in India is in its information – with a strong emphasis on
infancy. But it is a fast-growing infant that news, always much in demand in this
we expect to reach maturity soon – and market.
Screens Mumbai 2008 will provide potential
users and deployers of screen media with Driving the screen-media revolution in India
the fast-track way to learn where the sector will be the explosion of the economy in
stands now, where it’s going, and what we general – growing at eight percent a year –
can learn from early adopters in other and organised retail in particular, forecast to
territories. swell eightfold by 2010 to a $70bn sector.
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services, and to keep passengers informed
With extensive retail estates coming under
at termini, airports etc. Onboard screens will
the control of centralised groups for the rst
primarily o er information and
time, and new store formats emerging,
entertainment, while those aimed at waiting
screen media will provide a way not just to
passengers may mix advertising with
generate sales and improve the in-store
transport information.
experience of a more demanding new
generation of customers – it will also be
invaluable in brand-building as the new
organised chains seek to develop their
identities and di erentiate themselves from
the competition.
But it is not just retailers that can bene t
from this powerful new style of commercial
messaging. The country is seeing rapid
development in shopping malls and in
branded entertainment and catering
outlets, all of which are tried and tested
locations for screen media.
Other markets will include hotels/resorts
and education.
As in other territories, it is likely that a
number of ownership models will emerge,
including the owner-operated screen-media
network; the network operated by a third-
party screen-media specialist but for the
bene t of the venue owner; and the
advertiser-funded network owned and
operated by a third party, spanning the
We also expect the large government and estates of a number of di erent venue
public-transport sectors to become owners.
signi cant users. Government – particularly
at local levels – will use screen media to As well as the venues themselves, major
communicate with citizens in outdoor third-party advertising categories on
settings and public buildings, and will use it ad-funded networks are likely to include
to solve many of the challenges associated personal care, telecoms, and automotive, as
with communicating messages such as well as corporate brand-building.
public-health information to low-literacy
groups. Government use will be largely With fewer than ten major agencies
non-commercial. controlling half of India’s adspend,
understanding of this new medium is also
In the public-transport sector, screen media vital for advertising agencies, and Screens
will be used in two ways: to enhance the Mumbai 2008 will be a unique forum where
onboard experience on premium transport agencies, brands, and media owners meet.
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Delegate Pro le: Why you can’t a ord to miss out
Who should attend The high-level sessions at Screen Media
The screen-media industry covers one of the India - Mumbai 2008 will demonstrate how
most diverse range of supplier and user all these skill sets come together to facilitate
communities in the media sector – and the ultimate purpose of any screen-media
Screens Mumbai 2008 will provide new, project: the e ective presentation of content
relevant, compelling ideas and opportunities to the consumer.
for every stakeholder group:
Speakers from Asia, Europe and the
Americas will share their experiences in
deploying screen media, o er practical tips
for success, and explore the ways in which
the ‘fourth screen’ intersects with other
media to support brands and messages.
Morning and afternoon sessions will include
a series of in-depth presentations on
speci c aspects of screen media, followed by
panel discussions which will give delegates
an opportunity to quiz the experts.
Networking with screen-media
• Commercial end users: Retailers, professionals from every continent of the
world will also be a rewarding aspect of the
shopping mall owners, leisure and
event. Our annual Screen Expo in London
hospitality businesses, healthcare
has established itself as the place to do
businesses. business for both suppliers and users of
• Public/non-pro t sector: Central and local screen media, and now the Mumbai event
government, education, transportation o ers a chance to do the same in Asia.
bodies (air, rail, road, sea), NGOs.
Delegates to Screen Media India - Mumbai
• Advertising, marketing and media
2008 will nd out how to…
professionals: Agencies, brand managers,
account managers, media planners, media • Communicate timely messages to the
buyers, researchers, media sales agencies, right people, in the right place, at the
media owners. right time.
• Technology suppliers and integrators: • Create sales uplift by promoting
Screens, networks, players and playout products, services and special o ers.
devices, satellite, WAN, wireless, mobile-
phone integration, AV, services. • Reduce perceived wait times and
enhance the customer experience.
• Entrepreneurs and nanciers: Venture
capitalists, equity rms, corporate nance • Generate revenue by selling advertising
houses. airtime on your network.
• Content professionals: Creative, • Enhance your brand image.
production, post-production. • Overcome infrastructural challenges.
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• Leverage existing content and client Sponsorship & Exhibiting Opportunities
relationships into a new medium. at Screen Media India
• Pick the right content and reject the
wrong content – so it truly is king. If you are interested in marketing activity at
this high profile conference then please
• Integrate audio with video (and when to
contact:
go silent).
• Operate in a multilingual environment. Mark Pigou
• Produce an effective campaign on a Managing Director
budget. Screen Events Ltd.
• Schedule a loop to maximise its impact on
your audience. Email: mark@screenevents.co.uk
• Brand, sell, inform and entertain via Tel: +44-(0)7970579288
screen media. Skype: mpigou
• Integrate screen-media campaigns with
other media.
• Find your way through the licensing
minefield.
• Attribute screen-media costs and benefits
to the right parts of your business.
• Recruit, train, and keep an effective
screen-media team.
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