'Event mgmt helps connect with the user'

Sabbas Joseph, co-founder of Wizcraft feels events have become an important segment of television content, with non-fiction shows, reality shows and live performances forming 50 per cent of television. Riddhi Shah tells more. Business Buzz

Sabbas Joseph, co-founder of Wizcraft feels events have become an important segment of television content, with non-fiction shows, reality shows and live performances forming 50 per cent of television.

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Riddhi Shah

What is the reason behind the boom in the event management industry?

There’s a media clutter and that has changed people’s responses — viewers no longer watch just one channel, or read just one newspaper.

This means that advertisers are trying to break the clutter by using experiential marketing or event management which allows you to connect with the user.

It shows quicker and better results than traditional advertising. Events have now become an important segment of television content, with non-fiction shows, reality shows and live performances forming 50 per cent of television.

How do we compare with the West?

We don’t have access to as much capital or technology as big companies in the West do. But some of our biggest companies have begun bidding for international events like the Asian Games, 30 years of Mauritian independence, the Beijing Games, etc. In a few years, Indian companies will become global players and global players will come here for talent.

In which sections do you expect to see maximum growth?

I expect retail activation and brand activation to become much more important.