Who? Me??

If I have to go by the entertainment shows on TV these days, then I think the society is slowly going to the dogs. So many of them, and all of them are just so wrong … they involve celebrities, big and small that people worship. That people want to emulate, that people look up to … and all of them so fucked up in the head.

Sadly my wife watches all of these brain-dead shows. (Sigh!!) Sitting at home can kill those grey cells. So one of the shows currently involves one small time celeb emotionally harassing a German girl who happens to be one more small time actress. The guy has gone on a pseudo-satyagraha until the girl doesn’t say that she loves him!! The nation which laid the foundations of non-violence and proving your point by sheer will power is now stooping to these tactics? And, the media is broadcasting this?? And people are lapping it up???

Then you have MTV and other youth channels who bring together idle and adrenaline charged youngsters to come together and scheme against each other. Are we as Indians really that idle and shallow that we derive entertainment out of watching all this?

- a sad and dejected Indian

Wikipedia definition of Niche -

A niche market is the subset of the market on which a specific product is focusing on; Therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.

A micro niche is a much more focused and a smaller component. For example if you take people who listen to Techno music in the Indian market, thats a niche … people who listen to Tiesto only (and he is GOD ), then that’s a micro-niche.

I gave the music example specifically because I was talking to a good friend of mine about airing Techno. Niharika works for Red FM, and handles their marketing activities and although I am not a listener, I would have been one. Had they played Techno , then I would have been an ardent follower. Then it simply became an MBA-to-MBA talk, and the final answer came out as simply as this – I am not their target segment.

That’s why I have a Worldspaceradio at my home. Thats why I listen to the System channel. They cater to my needs, however small a business I represent.

I actually am willing to pay a premium for that service. What normally was free for Red FM or other channel users, I have to pay something like Rs. 3000 a year. But I get what I want at the end of the day. I think businesses should cater to more and more micro-niches, especially businesses which are planning to enter a red ocean. They need that small group of ardent followers. What say?