Citizens' Issues
'Emotionally-connected' TV shows best platform for ads: Twitter
New York : If you want your ads to reach more viewers and stay in their memory for a longer period, choose TV serials that have an emotional connect with them, a Twitter-sponsored study has revealed.
 
The study, conducted with ad agency Starcom and startup Canvs, included nearly 20 prime time programmes in which Starcom clients ran TV ads, variety.com reported. 
 
The findings showed that TV viewers who were emotionally connected to a show are more likely to remember the ads they saw.
 
“We’ve long believed that viewers respond differently to commercials depending on how they feel about what they’re watching,” Heather O’Shea, Twitter’s head of global agency research and data strategy, said in a blog post.
 
When it comes to getting a pulse on people’s emotional reactions during live TV, now we know that Twitter can drive even stronger results for brands, O’Shea added. 
 
Among the viewers who posted on Twitter with emotional terms like “love” and “excited,” 41 percent recalled ads in the programme.
 
It was three times that of users whose tweets about a show were neutral. 
 
Among emotional tweeters, 61 percent said they were likely to purchase from the brands advertised, the report added.
 
According to Twitter, TV ad campaigns that have “promoted tweets” feature synchronised with TV broadcasts has 9 percent lift in ad recall compared with campaigns that did not.
 
The findings showed that people who used Twitter while watching a TV show were 62 percent more likely to recall the brands which advertised during the programme.
 
Disclaimer: Information, facts or opinions expressed in this news article are presented as sourced from IANS and do not reflect views of Moneylife and hence Moneylife is not responsible or liable for the same. As a source and news provider, IANS is responsible for accuracy, completeness, suitability and validity of any information in this article.

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Reliance Life gets nod for $350 mn more equity from Nippon Life
Mumbai : The Foreign Investment Promotion Board has granted approval to Japan's Nippon Life Insurance to increase its stake in Anil Ambani-led Reliance Life Insurance (RLI) to 49 percent, which will peg the valuation of the Indian company at $1.5 billion.
 
Nippon Life will be investing an aggregate value of Rs.2,265 crore ($348 million) to acquire an additional 23 percent stake in Reliance Life to reach a 49 percent stake, a statement by the companies said. 
 
"In line with the new shareholding structure, the name of the company will also be changed to Reliance Nippon Life Insurance Company, post increase in stake," the statement added. 
 
"The transaction pegs Reliance Life Insurance's valuation at approximately Rs.10,000 crore ($1.5 billion), amongst the highest valuation for any Life Insurance company in the country."
 
Once the transaction goes through, Nippon Life would have invested a total of Rs.8,630 crore ($1.3 billion) for acquiring the 49 percent each in Reliance Life Insurance and Reliance Capital Asset Management.
 
Nippon Life is an over-125 years old insurer and a Global Fortune 500 company that manages over $520 billion in assets -- amongst the largest total assets in the world for any life insurer.
 
Disclaimer: Information, facts or opinions expressed in this news article are presented as sourced from IANS and do not reflect views of Moneylife and hence Moneylife is not responsible or liable for the same. As a source and news provider, IANS is responsible for accuracy, completeness, suitability and validity of any information in this article.

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India's monopoly to end as Nepal gets trade point in China
Kathmandu : Stung by the bitter lessons from Madhesi blockade of India trade points that caused acute fuel shortage, Nepal on Monday signed a transit and transportation treaty with China for its third-country commerce -- a move that is likely to end New Delhi's monopoly over the landlocked Himalayan nation's trade through Haldia port in Kolkata.
 
The two countries signed the agreement along with nine other treaties in Beijing, a day after Nepal Prime Minister K.P. Sharma Oli began a week-long trip to China. Oli's maiden visit as the Nepal prime minister comes at the invitation of his Chinese counterpart Li Keqiang.
 
The visit is significant in the light of Nepal's efforts to reduce its decades old dependence on India after Madhesi protestors in southern plains, agitated over the the new Constitution, blocked supply trucks coming in from the southern neighbour.
 
The five-month long blockade caused huge crises as fuel and medicine supplies dried up. Kathmandu blamed New Delhi for supporting the protestors but the allegation has been denied. The blockade halted for months Nepal's third-country trade, apparently prompting the Nepalese government to look for an alternative to the Haldia port.
 
The transit agreement with China gives Nepal an option to use the next nearest Tianjin port in China that is 3,000 km from Nepal border. India's Haldia port is 1,000 km away. 
 
However, there are concerns that Nepal cannot immediately use the Chinese port as infrastructure in the tiny country is poor and the Chinese side is located at a higher altitude. 
 
Other important agreements signed during Oli's visit on Monday include an accord on the construction of a bridge in Hilsa, far west Nepal, that will connect the republic with Tibet. Hilsa was a traditional trade route to Nepal. 
 
China has also pledged $216-million soft loan to Nepal for construction of a regional airport in the second largest city of Pokhara, some 200 km from Kathmandu. 
 
The two neighbours also signed a Free Trade Agreement (FTA) to boost the bilateral trade. China has also agreed to explore oil and gas resources in Nepal and will provide all technical and economic support for it.
 
One of the commercial banks in China has also agreed to open its office in Nepal. Similarly, Nepalese banks can also open their branches in China.
 
China has also agreed to help in installation of solar panels in 32,000 Nepalese households.
 
Agreements in the fields of science and technology, sister-city relations between various Nepalese and Chinese cities, and establishment of Nepal's Consular General Office in Chengdu, China, were also signed, said Gopal Khanal, foreign relations expert to Prime Minister Oli.
 
Disclaimer: Information, facts or opinions expressed in this news article are presented as sourced from IANS and do not reflect views of Moneylife and hence Moneylife is not responsible or liable for the same. As a source and news provider, IANS is responsible for accuracy, completeness, suitability and validity of any information in this article.

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