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finalised in a month," said a labour In 2016, television ad spending is esti- vention of the Central Information
ministry official. The draft will also mated to clock Rs.18,946 crore, print Commission even as RTI activists pro-
cover the appointment of workers in Rs.20,660 crore and digital Rs.4,583 tested outside the venue against their
this sector, taking it out of the purview crore. The big story of the year will be exclusion from the inaugural session.
of existing labour rules, he said. the return of television, and to some
extent, print media, which are ex- "It is the common man's right to ques-
Under existing state laws, shops are pected to grow at a stronger pace due tion government and this is the foun-
required to remain closed on a speci- to e-commerce ads. dation of democracy," Modi said, as-
fied day depending on traditional prac- serting that the Right to Information
tices. Also, there is no provision for About Rs.2,000-4,000 crore has been (RTI) could only be effective if it
shops to remain open round the clock, spent by 56 e-commerce brands on brought policy change. Adding that
so malls and restaurants close at mid- television this year, estimates from there is no place for secrecy in this day,
night and local markets even earlier television channels, e-commerce ad- Modi said that information should be
generally. vertisers and media buyers show. given in a timely, transparent and
trouble-free manner.
Ad spend in India seen "As more and more start-ups and e-
growing 13% next year commerce firms are coming around, "The process of accessing information
that's going to fuel more television and should be transparent, timely and
Ad spending in India will grow 13% to print ad spending. Digital advertising trouble-free. Delayed information does
touch Rs.48,797 crore in 2016 on ac- growth will continue to be linked to not help to solve the problem rather
count of improving business and con- bandwidth and infrastructure," said increases it. Timely information can
sumer sentiments, said Zenith Mallikarjun Das, chief executive at halt a wrong decision. We will empha-
Optimedia, a leading media buying Starcom MediaVest, a media buying size on this," he said.
agency which is part of the Publicis agency.
Groupe. The estimates are part of the Modi's remarks came at a time when
agency's global ad expenditure fore- Globally too, television is the dominant most activists have criticized the
casts. advertising medium, with a 38% share government's implementation of the
of total ad spend in 2015, stated the RTI Act. The transparency watchdog
In India, ad spending will be fuelled by report. In 2018, however, CIC has over 35,000 pending complaints
television, which is estimated to grow ZenithOptimedia expects the Internet and a waiting period of over a year.
at 15%, up from 10% in 2015, and to overtake television to become the
print, which is expected to grow at largest single advertising medium glo- The convention had run into some
10%, down from 12% in 2015. Ad bally. trouble after activists complained that
spending on digital media will continue they had been struck off the invitation
to grow the fastest-above 20%-while Traditional advertisers such as con- list because of security concerns. Sev-
all other media are expected to grow sumer goods companies and automo- eral activists, including Aruna Roy,
at 5-10%, similar to 2015 rates. bile makers would be the next set of Anjali Bharadwaj, Venkatesh Nayak
big spenders in advertising next year. boycotted the inaugural session in soli-
The agency said global ad expenditure darity.
will grow 4.7% in 2016 to reach $579 RTI replies should be clear
billion by the end of the year. At the and timely: PM "If a question is asked by a citizen,
beginning of 2015, it had forecast the there must be some issue in govern-
Indian ad market to grow at 12%. It is Extolling the common man's right to ment that the need for question arose.
now expected to close the year with question government, PM Narendra A small RTI question can force you to
around 12% growth. Modi addressed the 10th annual con- change policy," Modi said.
“PR is extremely important, and being able to use it in the right way means everything. You have to market your
success."
PR COMMUNICATION AGE January 2016 31
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