Conspectus and Collection Mapping Essay Example | Topics and Well Written Essays - 1250 words

Conspectus and Collection Mapping - Essay Example There are a lot of individuals who are using the libraries and among them are children who are going to schools or professional individuals that are in need to be guided by a certain library system that would make their library experience a bit easier and would further guide them as they surf through different services that the aforementioned library renders. A library system is a must in order to cater the needs of the users in a manner that is not stressful to them considering the fact the library should meet the demands of its users to be effective in meeting the needs of the people who are using it. In the case of the aforementioned library, the conventional method should have at least been altered in partial in order for the people and the administrator to utilize the library to the fullest. In this case library materials should be recorded subject by subject in order fro the users and the administrators not to be lost in utilizing the materials in the library. The collection of the library should develop a certain program in order to guide the people who are utilizing the library. Upon analyzing these things, Conspectus Method came into picture. Library, University of Auckland (2006) described that "According to the conspectus, library resources are divided into 24 broad subject divisions, and within these divisions each subject is further divided according to the Dewey classification system used by most of the libraries on campus. Each subject area is graded by using a code from 0 (out of scope) to 5 (comprehensive). Language coverage is defined by further codes. These codes are described on the following pages." - This means that library resources should be divided into divisions and classifies them accordingly with the use of Dewey classification system in order to group the materials accordingly. In the case of the aforementioned library where it caters approximately 650 students excluding those professional people and by-standers who are also utilizing the library, this method is really a necessity in this library considering the amount of people who are using this library. If we are to analyze, classifying the materials in the library is a big help in order for the people to be guided. Conspectus and Collection Mapping 3 For instance in the history classification of this library where it houses a little over a hundred of history books, classifying these books into a smaller fragments of classification is beneficial for the users considering the fact that a certain subject and classification has their differences from volume, the essence of their uses and the likes so it is important to have these classification in order for the users to be guided. For instance in the classification History, it was subdivided into smaller classification such as World History, American History and the likes, in the same thing, these books are also divided into volumes, years, and editions in order to locate them without hassle. If we are to look into

Problem Formulation and Identification Process Essay Example for Free

Problem Formulation and Identification Process Essay It doesnt matter which side of the fence you get off on sometimes. What matters most is getting off. You cannot make progress without making decisions (Jim Rohn). In the corporate world, leaders are faced with decisions that can make or break the organizations they represent. Several methods, consensus, brainstorming, systematic, and democratic are used in the decision making process. This paper will investigate the decision-making processes most prevalent in each team members organization, compare and contrast them, and will show the most favorable aspect of each style. Consensus The name of my company is Envicor. Envicor is a plastics molding company that manufactures anything that can be made of plastic. This author was recently hired as the national sales manager to oversee Envicors newest product line, sporting goods equipment. This authors job is to promote the sale of portable pitching mounds to a broad range of customers. When it comes to decision making, Envicor uses the consensus method. Consensus is a process using group decision making. The input and ideas of all participants are gathered and synthesized to arrive at a final decision acceptable to all. Through consensus, the company is not only working to achieve better solutions, but also to promote the growth of community and trust. Consensus takes more time, as many resources are investigated before a decision is made. Team members become committed to the decision through consensus. The consensus method gives everyone experience with new processes of interaction and conflict resolution. For consensus to be a positive experience, the group should have 1) common values, 2) some skill in group process and conflict resolution, or a commitment to let these be facilitated,3) commitment and responsibility to the group by its members, and 4) sufficient time for everyone to participate in the process (C.D.T. 2009). The goal of Envicor is to expand our product line to as many customers as possible. After making contact with a catalog company, a meeting is called  in order to discuss the pros and cons of including our product in the catalog. In the meetings, each person gets a chance to give his or her opinion. Once everyone has spoken, a decision is made. By using the consensus method, the group is able to come together and make a decision based on each persons opinion. Advantages and disadvantages exist when using the consensus method of decision making.. Some examples are:Strengths:†¢Encourages cooperation instead of competition†¢Garners trust and confidence; everyone is involved in the final decision†¢Everyone agrees to the final decision no matter whether a majority, minority, or lone voiceWeaknesses†¢Lack of experience may lead to inefficient use of the method†¢Lack of control in meetings, conversation goes off topic†¢No ownership when decision is not correct or no consensus made (Notes on Consensus-Decision Making). Consensus seems to work well for smaller companies because it allows them to actually talk out their decisions and come together. Bigger companies might struggle with this type of decision making process because there might be too many employees and it could waste a lot of time. Brainstorming In the brainstorming model, all employees use free thinking to create ideas that will later be used as part of the projects process. Brainstorming is useful because it allows all employees, some with extensive experience, to give their input. All members contributions allow them to own their role within the group and therefore, believe they have been a larger part of greater good. Like other decision making processes, brainstorming has advantages and disadvantages. One advantage is that all decisions are reached by consensus of the entire group. The larger the group is in a brainstorming session, the better the results will be. Everyone works from his or her strengths, weaknesses, experience, and education to find the best results for the project. Next, by making the decision a group project, everyone has a chance to  participate in the decision making process. They are able to voice their objections and give alternative suggestions. This open forum allows ideas to flow freely, and sound decisions are made quickly. A disadvantage of brainstorming is similar to one of its advantages. With more than two or three employees making a decision, the result can become a point of contention and a fight for power within the group. The more people involved in the process, the greater the propensity for debate, creating the possibility of a stalemate. Another disadvantage of brainstorming is something called group think. This occurs when one member of a group makes a statement, and the others follow along. Nothing is accomplished because only one person is making the decision with no alternate suggestions. An open dialogue does not exist; therefore, solutions to problems are not properly explored. SystematicThe systematic approach to decision-making is rational and analytical. (Concise Handbook of Management) This approach employs existing data, and the goal of the decision is the focus of the steps taken to put the decision together. This authors organization uses the systematic approach for making most decisions. A strength of using the systematic approach is that information used to reach the final decision is based on factual data. The goal has been clearly identified; the objective(s) have been defined; the impact of not addressing the issue has been established. A weakness of systematic decision making, an example of which will be described in the following paragraphs, is that the decision can become stalled in the process. Additionally, regardless of how much research is done, if all principal stakeholders are not engaged in the process, a negative outcome is possible. Several years ago this authors company developed a product that was designed to align with current imaging procedures. The equipment is a dual-head injector for use in CT scan. The purpose of the dual-head is to provide Radiologists with the capability of using not only contrast media for the CT exams, but also saline. Benefits of having the saline option developed as  the clinical team became more familiar with the system, but initially the service team was concerned about damage occurring to the injector head if a saline syringe was not used. At that time, without consulting other stakeholders, the service and engineering teams went to work on a solution that would prevent this issue.Several years later, as the clinical team was successfully promoting saline usage, the engineering department began shipping a cap for the saline side of the injector. Yes, the issue had been clearly identified, the objective for the project was defined, and the impact of not addressing the issue had been determined. However, because all stakeholders in the decision were not involved, and because the process took so long, the decision and resulting action became a very expensive mistake. Democratic In this participative form of the decision making process the superior(s) gives complete ownership of the decision to the subordinates (Sager 1999). The democratic decision making process allows for the employees (stakeholders) to have ownership of the decisions that are made. The majority vote wins, which can lead to fast and effective decisions concerning the stakeholders. In this decision making process the adage regarding having strength in numbers reigns true. A drawback to the democratic process can be that no one person takes responsibility for the decision if something goes wrong. It may be hard to pinpoint how the decision came to such a conclusion if it does not work out for the benefit for the stakeholders. In using the example of the Health Insurance Accountability and Portability Act (HIPPA) of 1996, a vote for change by a group of individuals affected by the way health records were handled was applauded, then when implemented, the act became more a hindrance than a solution to a problem. In the vast health systems used there was a need to implement a privacy feature to protect patients information, so the HIPPA regulations were signed into law in 1996. HIPPA was implemented by a democratic decision making process and became popular with health organizations such as Medicare and well known health insurance companies. Later HIPPAs biggest fans became its biggest objectors because the law made it impossible for anyone to get  health information on the patient, including the parent(s) or guardians of minor children and the elderly, unless there was a form signed by the patient, the legal guardian, or POA. HIPPA soon became more frustrating than helpful, and the majority who voted for its implementation became the majority opposing it. So in implementing the democratic decision making process for the good of the people to whom the power is given, it must be made known that with great power comes great responsibility (Uncle Ben, Spider Man Pt1). Contrast and ComparisonProblems and issues are generally inevitable when people are working together. Each individual decision making process can allow for better management of those situations for building a better organization. This does not mean there will be an absence of issues, but whether or not the team resolves the problem effectively. Each decision making process described above demonstrates to the reader the importance of adhering to a process that will work for each organization. The consensus method shows how the power of agreement can lead to a good decision. However, this method can be time consuming and teamwork plays a major role. Brainstorming will allow for creativity and open ideas, but can also cause conflicts and debates among the group members due to so many independent ideas being presented. In the systematic approach to decision making organization is critical. This process bases decisions on factual information. The systematic process can be costly if all members are not involved in the final decision. Democratic decisions are made based on majority input. The stakeholders are in total control of the decision making process. Speedy and effective decisions can be made; however, problems can occur because not everyone who can vote will vote. Then if a decision has a negative impact on the group it can be hard to identify the owner of the problem. The authors of this paper have investigated four types of decision making, consensus, brainstorming, systematic, and democratic. Advantages and disadvantages of each type have been presented, and finally, all were compared and contrasted with each other. References Consensus Decision Making. Aids Coalition to Unleash Power. Retrieved May 19, 2009. http://www.actupny.org/documents/CDdocuments/Consensus.htmlNotes on Consensus-Decision Making. Retrieved May 19, 2009. www.vernalproject.org/papers/process/ConsensNotes.pdfScott, Jonathan T. 2009, Concise Handbook of Management: A Practitioners ApproachChapter 17: Managerial Decision Making and Problem Solving, p131- 138retrieved 5/19/09 from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/pdf?vid=9hid=106sid=f7f74d3b-190b-4f87-ae2e-438809c65b35%40sessionmgr109McConnell, C. R. (2006). Umikers Management Skills for the New Health Care Supervisor. Ch 25 pp.337-345. Sager, K.L., Gastil, J.,(1999). Reaching consensus on consensus Communication Quarterly. 47(1), 67-79.

Analysis Of The Advantages And Disadvantages Of Exporting Marketing Essay

Analysis Of The Advantages And Disadvantages Of Exporting Marketing Essay The ability of a firm to export a proportion of its sales abroad is increasingly regarded as a an important competitive measure of performance at national and as well as regional level (OFarrell et al, 1996).There ability to engage in exporting is purported to be necessary ingredient to ensure the survival and growth of new and small firms. Exporting is usually used as an entry strategy for most firms venturing abroad for the first time. It is the entry strategy most favored by small and medium enterprises (SMEs). Many Companies begin their international ventures by exporting mainly because all things being equal, it is the least risky and easiest to recover from in case of things not working out as planned. It is very flexible as compared to other strategies as the exporter can both enter and exit from the market very easily. Some companies internationalize for different reasons, they are either reactive or proactive to the market i.e. firms may react to rivals action to go international and follow suit or perhaps anticipate its competitions move by being the first mover and achieving the first mover advantage. However, there are quite a number of things that a firm should put in to consideration when exporting for the first time internationally. To ensure export, a firm should not overlook the following: Assessment of the global market opportunities: Before exporting goods or services, there are a number of questions a firm must put into consideration. The firm must analyze what kind of business it wants to get into, the products in question and the target market as whether it will accept the products or services being exported. The management of the firm should do a research before selecting the target market. The target market should be attractive and all other aspect like transportation, customs regulations and applicable tariffs and duties. Similarly, of at most importance is the culture of the country which must be evaluated in order to understand the implications to business opportunities and challenges. There must be a great understanding of customer needs and preferences, the competitors, the government regulations and the capabilities of the foreign intermediaries. The economic stability of the country is also an important aspect to the exporter. Organizing for exporting: For an organization to successfully export its products or services, it must learn how to transport its goods internationally, learn all the necessary procedures required at customs offices and all the necessary documentations. The organizations must adhere to all the requirements of the country it is exporting its goods to, failure to which can attract charges and penalties. Acquiring of needed skills and competencies: Hill (2007) is of the view that one way for the first time exporters is to identify the opportunities associated with exporting and to avoid many of the associated pitfalls is to hire an export management company (EMC) who act as the export marketing department or international department for their clients firms. It is important for organizations to acquire the right competencies and skills in order for the organization to survive in the market. The organizations must learn what is required of them to succeed in those markets before moving on to other markets. The more knowledge the organization acquires about the exporting strategies, the more competencies and right skills it gains and a clear picture. Different Export Strategies Available To a Firm There are two major strategies that an organization needs to consider in terms of exporting into another country. Under these two major strategies; The first strategy is called an Autonomous Strategy or sometimes referred to as the go it alone. This strategy involves the organization choosing to go into another country alone. The Foreign Direct Investment (FDI) is one method that can be used. Foreign Direct Investments (FDI) is the strategy mainly preferred by Multinational National Enterprise and it is an equity or ownership form of foreign market entry in to other countries and the presence is especially critical in performing some activities in the market. This type of strategy is usually by big firms such as Toyota, Nokia etc which have massive FDI based operations around the world. Another strategy is called the collaboration strategy which is concerned with the firm creating an ally with partners either up or down or the same level of the value chain, for example, licensing and franchising. Franchising is a means of marketing goods and services in which the franchiser grants the legal right to use branding, trademarks, products and the method of operation is transferred to a third party the franchisee in return for a franchise fee. Doole and Lowe (2001) International strategic alliances-This involves an exporting firm going into strategic alliances with local firms in the targeted countries. This strategy is categorized into three forms. Non equity strategy alliance that is formed through the contractual agreement to supply, produce or distribute the firms goods or services with equity sharing. This may concern marketing and information sharing e.g. licensing and franchising. An equity strategic alliance is the strategy in which partners own different percentages of equity in a new venture or project or an existing firm. Joint Ventures where two or more firms create a separate co-operation whose stock is shared by partners.Cateora and Graham(2002) define a joint venture as partnership between two or more participating companies that join forces to create a separate legal entity. Joint Ventures are in essence a way of risks of expanding internationally. Acquisition is where an organization develops its resources and competencies by taking over another organisationJohnson and Scholes (2002 p.375).An acquisition can be instantaneous and sometimes less expensive approach to market entry.Keegan and Schlegelmilch (2001). Other strategies that a firm can use are: The use of the Internet by setting up a website to advertise its products and or services to the world. This method has not only become popular due to the cost efficiency but also because of the instant huge volumes it reaches. The internet provides the means to export some types of services, ranging from airline tickets to architectural services. Other facilities on this method include online advertising and catalogues where goods can be, selected, ordered and paid for remotely. This method however may apply to both autonomous and collaborative strategies. Thus, the different types of international strategies represent different degrees of resources, commitments and risks. There are a number of questions managers must put into consideration before selecting an entry strategy in to a new market or country. The questions that need to be considered are such as what are the goals and objectives of the firm, does the firm have enough resources and capabilities to survive in the market especially in a foreign country where the firm may find stiff competition. It is also very important that the firm does its home work and understands its competitors in the market, unique conditions in the targeted country, balancing risk and return, competencies of the firm and characteristics of the product or services that the firm whishes to export. The firm can also decide whether they want to use direct export or indirect exporting. Direct Exporting is the strategy that a firm can use to sale directly to the customers in foreign countries by opening an export sales department which can create opportunities for the firm to establish a closer relationship with the foreign market and the end buyers. The firm can decide to use an export manager who will be charge of its direct export sales overseas to some countries where you can sale directly to the end user. This is common in the Middle East, Central America and in some Asian Countries. Firms wishing to pursue a long term position in a foreign market need to be more proactive in their approach to the market entry by becoming direct involved. Other direct export options are the use of export intermediaries. Indirect Exporting is the other strategy that can be used by firms to export it products and or services. Indirect exporting may seem to be the better option to other businesses through using intermediaries may be a better alternative looking at the complex tasks and risks involved in direct exporting. In this strategy, the firm can decide to use the domestic Intermediaries that can perform market research and develop a marketing strategy on behalf of the firm. Advantages of Exporting: The following are the advantages of exporting as an international entry strategy for a new firm; Increased sales volume resulting in improved market share as well the generation of profit margins that are often more favorable than the domestic market, Increased economies of scale through the reduction of unit cost of manufacturing as the sales volumes rise A diversified customer base thus reducing dependence on home markets. Minimized risk and maximized flexibility compared to other entry strategies as the firm can easily and quickly withdraw from an export market. Lower cost of foreign market entry as the firm does not have to invest in the target market or maintain physical presence especially through the use of agencies or franchises. The firm can therefore test the new market before committing greater resources through foreign direct investment. It helps stabilize fluctuations in sales associated with economic cycles or seasonality of demand e.g. a firm can offset declining demand at home. In a nutshell the low cost , low risk nature of exporting, combined with the ability to leverage on foreign partners makes exporting suitable to a new firm in the international business fraternity. Disadvantages of Exporting: Because exporting does not require the presence of the firm in the country it is exporting its goods or services, the firm usually does not meet with its customers as a result it does not get to learn about the interests of its clients, the competitors and the market. It does not allow the firm to benefit from the location advantages of the host national. The exporting firm has limited opportunities to gain knowledge of local markets and competitors as it does not dwell in the target markets countries, hence posing a business risk. There is serious exchange risks involved as the firm deals in foreign currency due to fluctuations in exchange rates. Without proper hedging, the organization may encounter significant exchange losses depending on the economic situation of the target foreign market and apart from losses, exchange rates may cause the exporters goods being expensive in the target market and therefore lose market share in the host national. The exporting organization is exposed to trade barriers such as import duties/tariffs depending on the area of the host national whom it trades with. The existence of certain regional groupings may affect the exporting firm positively or negatively especially if the firm is from outside the region. Exporting usually involves transporting goods for production companies involved in goods marketing and distribution. This may be a constraint in the smooth distribution and realization of business objectives of economic growth and profit generation. This may also depend on the location of the target market and the socio-economic situation in the host nations as well as infrastructural development. The fact that the exporting firm does not dwell in the host country may result in limitations on the ability to respond quickly to customer demands as there may be no one from the firm on the ground to respond on time. Exporting may create dependence on export intermediaries and therefore may not have the grip. Another disadvantage of exporting is the high transportation costs that can make exporting uneconomical especially if the organization is exporting huge or bulk products. Conclusion: It can be concluded that a critical facilitator of internationalization of markets depends on three components as market drivers that is the presence of similar customer needs and tastes, the presence of global customers e.g. the growing trend in car components companies being internationalized as their customers become internationalized. In accordance to Yip (2003) costs may be reduced by operating internationally through increasing volumes beyond what a national market may support and therefore can give rise to economies of scale both on the production as well as on the purchasing side. Scale economies are particularly important in industries with high product development costs. It also noted that internationalization is promoted were it is possible to take advantage of country specific differences. Other drivers may be due to policy including tariff barriers, subsidies to local firms and license to trade. Therefore among the methods of internationalization, exporting has proved to be more popular in certain types of business operations and largely depends on what stage a particular firm is in the process of internationalization. Mostly this method is used by firms in the initial stages of internationalization especially by small and medium sized enterprises (SMEs) and strategy becomes less popular as firms grow in size. The two main strategies firms use to export is firstly by collaboration , where a firm goes into partnerships with other firms either locally or abroad to complete value chains in the business through joint ventures, licensing, franchising and other strategic alliances. The second strategy is the go it alone or autonomous strategy were a firm going into export through the establishment of its own infrastructure in the target market such as a distribution office, its own employees. Therefore this strategy involves the foreign direct investment (FDI) with a view to establishing a long term commitment in the foreign market involved. However, it is less popular especially for firms going on the international market for the first time. Through analysis of the export strategy, the method has got a lot of disadvantages despite having a lot of advantages and therefore the choice of using for internationalization will depend on various factors such as being an entry strategy, or depending on the economic conditions of a particular region, take advantage of market conditions prevailing at a particular time. This is after taking into account the various factors or drivers such as costs, competition, market condition and local and host government policies.

Personal Narrative- Soccer State Championship Essay -- Personal Narrat

Personal Narrative- Soccer State Championship On February 28, 2005, I experienced one of the most exciting events that anyone could ever experience – winning a State Championship. The day my soccer team made history is a day I’ll never forget. However it is not just that day we won the title, but the whole experience of the preceding season that got us there. From start to finish, my team’s 2004-2005 season taught me that the platitude is true. You can do anything you set your mind to. From before day one, all our minds were set. This was the year to win a State Championship. I can’t exactly explain it, but right from the start I knew we were going to do it. I was never so sure about anything in my life and I never doubted it once. Yet it was a silent confidence, which I kept to myself. Though each of us was confident about winning state, we had much to work through before we made it there. The first few weeks of practice were full of bad attitudes and laziness. As a sophomore, I, along with the other underclassman, kept my mouth shut and put effort into practices. It was t...

Globalisation of Entertainment Industry in India

GLOBALISATION OF ENTERTAINMENT INDUSTRY IN INDIA INTRODUCTION TO GLOBALISATION(HSS F317) Submitted By: Submitted To: * Sankalp Bhatia Mr. T. Chakraborty * Tanish Anand Department of Humanities and Languages * Manas Lohani * Akshit Sandooja * Keshav Khanna ACKNOWLEDGEMENTS A comprehensive report always requires the goodwill, encouragement, guidance and support of many people. We would like to thank the Instructor in-charge of the course, Mr. Tathagato Chakraborty for allowing us to explore new aspects about report writing through this exercise.We are grateful to our instructor for giving an opportunity to prepare a report on the topic â€Å"Globalisation of Entertainment Industry in India†. Also, we would like to thank him for his unflinching support and guidance. We also acknowledge with gratitude the consistent cooperation received from the BITS Library staff. The books they provided us served as an ideal data source which helped us throughout in the development of this repor t. We wish to express our appreciation to the enormous help given by our friends who spared a great amount of their valuable time in going through the manuscript and providing suggestions.CONTENTS * Introduction * Indian Film Industry * Current Situation * Emergence of new sources of income * Digitalisation of screens and increase in the number of screens * Foreign Investment * Shooting in foreign locations * Emerging 3D cinema and Advanced VFX * New Market Techniques * Indian Music Industry * Effect on Bollywood * Effect on Indian classical music * Effect on musical instruments * Indian Television Industry * Overview * Entry of foreign players * Case Study – Star Network * Rating Wars * Foreign content and storylines Challenges faced by the industry * Case study on viewership in Delhi * Bibliography The Globalisation of Indian Entertainment and Media (E&M)Industry-An introduction India’s entertainment economy is growing rapidly, and the world is taking note. The count ry is among the world’s youngest nations, with more than half a billion people under the age of 25. With favorable demographics and a rise in disposable incomes, the propensity to spend on leisure and entertainment is growing faster than the economy itself.Enticed by economic liberalization and the huge volume of demand for leisure and entertainment, many of the global media giants are starting to set shop in this country, once known as a land of snake charmers. In recent years, the Indian entertainment and media (E&M) industry has out-performed the Indian economy and companies from all over the globe are increasingly envisioning their growth linked to emerging and developing giants like India, which is why they are now focused on growing and branding their businesses in this market. The E&M industry-The major segmentsThe media and entertainment industry consists of many different segments under its folds such as television, print, and films. It also includes smaller segments like radio, music, OOH(Out of Home Media is an advertising medium which reaches out to the ‘difficult-to-reach' and  SEC A  consumers wherever they are, thus offering the advertiser an all day primetime. ), animation, gaming and visual effects (VFX) and Internet advertising. [1]  Entertainment Industry in India has registered an explosive growth in last two decades making it one of the fastest growing industries in India.From a single state owned channel, Doordarshan in the 1990s to more than 400 active channels,the E&M industry is galloping, even through tough times when others are facing recession. SIZE OF INDUSTRY The domestic entertainment industry was estimated at nearly Rs 225. 0 billion and provided employment opportunities for nearly 6. 0 million people in the year 1999. In terms of foreign exchange earnings, the industry contributed around Rs 4,000. 0 million in the year 1999. In the year 2008, the E&M Industry stood at INR 584 billion, a growth of almost 12. % ,every subsequent year. Over the next few years, this industry is projected to grow at a CAGR of 12. 5% & reach the size of INR 1152 billion by 2017. PROPELLERS OF GROWTH-The major Factors The growth in this sector of the Indian economy has been propelled by a number of factors such as :(a)the corporatization of the film industry, (b)a booming television sector, (c)a fast growing radio sector, (d)a expanding market for print products and other technological changes such as the advent of digital technology.Some of the significant changes include the emergence of new niche content genres such as reality television; the India Premier League (IPL), with cricket emerging as a mainstream entertainment genre; internationalization of Indian media and an increased production of content for global audience, launch of TV channels such as NDTV Arabia and NDTV Malaysia, launch of German edition of Filmfare magazine in 2008 and co-production and production of Hollywood movies by Indian players; a nd a substantial increase in Foreign Direct Investment into the Indian media sector.With $88 million of FDI flowing into the media sector in the last three years, increased density of alternative delivery platforms and digitization are collectively changing consumption patterns in the entertainment industry across India. Media sectors,regarded as â€Å"sunset† sectors in mature markets,are flourishing in India. For example,the newspaper industry,which is rapidly declining in other developed countries, is flourishing in India, on account of increasing literacy levels, consumer spending and the growth of regional markets and specialty newspapers.Newspapers account for 42% of all advertising spend in India, the most of any medium. INDIAN TELEVISION INDUSTRY Television is one of the major segments of the Indian entertainment industry and has thousands of programs in all the states of India. India is the third largest television market in the world. [5]The small screen has produce d numerous celebrities of their own kind with some even attaining national fame. TV soaps are extremely popular with housewives as well as working women. The increasing popularity in the satellite cable television segment has been a major cause for the high growth in this industry.The cable subscriber base has increased from around 0. 05 million in the early 90s’ to around 24. 0 million in the year 1999-2000 is further estimated to increase to nearly 120. 0 million by the end of 2013. With the rapid proliferation of channels (over 75), and the privatization of DD, growth in this segment is projected to be rather high. Indian Film Industry â€Å"You are not a true Indian if u don't follow cricket or bollywood† This is the impact the film industry has had on the minds of Indian people. Indians love to watch movies.With the advent of improved technologies in all aspects from film production (Rise of 3D cinema, Advent of digital cinema and the growth of multiplexes)to mark eting(wanna see a movie and all stores are closed buy it on the google playstore,or watch it online!! ),the increased corporatisation of industry(Collaboration with international studios: International film studios such as Warner Bros. , Disney, Fox and Dreamworks etc) and Resurgence of regional cinema, the Indian Film Industry has become the biggest contributor in the growth of the E&M indusry. GOING GAGA-THE BOOM IN RADIO INDUSTRYOne of the major drivers that have helped the media industry in India canter along at a blistering pace has been the good old radio. AM, FM and even Satellite Radio have made a huge impact on the Industry in India. The stage is set for major revenue growth among the various Radio Channels. In fact what we are seeing is not some newfound love for the old medium but just the natural uncoiling of the market after the liberalisation and privatisation of the industry Everything is new and nice at the moment. People in India today are spoilt for choice. Be it a ny media platform they have a stack of channels to choose from.In fact listening to FM Radio in India is very  weird, as it seems too â€Å"clean† without the usual news on the hour. Talking about  weird  of all the things Satellite Radio is here. WORLDSPACE has got around 65000 subscribers in India. That’s two thirds of its entire audience around the world. People like it because it is clean without commercials. In most developed markets though where broadband penetration is high people have access to thousands of radio channels via the Internet. Satellite radio hence does not generally do well there. The other limitations of satellite radio are the unavailability of portable devices in the country.THE MUSIC INDUSTRY The Indian entertainment industry is incomplete without the inclusion of music. Music,since the 90s has become the integral part of the Indian cinema. you will have to search hard to find an indian movie that doesn't incorporate a song. its not just the mentality of producers, it’s the public demand that drives the producers to include songs, whether its justified or not. Over the years, the importance of music has only increased, especially in case of the movie industry. Of late, movies have gone on to become huge successes largely on the backdrop of good music.While the popularity of film music increased, it also resulted in the growth of other segments such as remix, Indi-pop etc. Distributors Despite major changes occurring in the industry, most of the audience is still dependent on distribution network . Since timing is a very crucial factor here, only the companies with wider reach are able to thrive and generate profits. As distribution companies retain a major part of the profits generated in this industry, majority of them have diversified into setting up of their own retail stores. HMV is a pioneer in this area and has an excellent chain of stores at its disposal.This strategy has helped the companies to gauge the consumers’ changing perceptions and revamp their product offerings to meet the popular demand. Exchange of talent Globalisation has helped the music production companies to share the international pool of talent. The rate of usage of international talent increased tremendously after the 1990’s. Later, many artists’ internationally renowned artists have featured in Indian songs and vice versa. A. R. Rahman composed and produced music for the film  Slumdog Millionaire and  Resul Pookutty mixed the sound for the same film.Such examples display not only the impact of global companies on the indian industries, but that of Indians on the global stage. HINDI FILM INDUSTRY Current Situation :-The Hindi film Industry popularly known as â€Å"Bollywood† is the main contributor to the Indian film industry after regional language film industries like Bengali, Tamil, Telegu and Marathi. The Indian film industry is projected to grow at a CAGR of 10. 1 per cent to touch INR 150 Billion in 2016. The industry was estimated to be INR 93 billion in 2011 indicating a growth of 11. 5 per cent as compared to 2010.Although the country’s filmed entertainment industry is the largest in the world in terms of the number of films it produces (about 900) and its theatrical admissions (around 3 billion), it continues to be small in size in terms of revenue, mainly due to low ticket realization and occupancy levels. Moreover, lack of quality content and rising competition from Hollywood films continue to affect it. Source:-The Indian Bollywood Industry, DIBD-OMI, May 2012. However, one cannot underestimate the changes that have taken place in the Indian cinema due the fast globalizing or westernizing world.After Indian economy opened its gates for the rest of the world, a lot investment in terms of technology and funds have entered into the industry. Although 22 years since 1991 might seem a small time frame in the film industry, but it remains qu ite significant in terms of the progresses made. With more awareness, Bollywood has realized that it is necessary to create an ambience in the movies, so the movies target both the Indian culture as well as a more international culture overseas. Hence over the last 10 years Bollywood has become more international and has begun targeting a more global audience than before.Films like K3G, Kal ho na ho, My Name is Khan, Salaam Namaste, and recently Cocktail, have been a success in the overseas market mainly because of their portrayal of Indians living abroad. Bollywood films are not only watched by people in India, but also neighbouring countries like Pakistan, Bangladesh, Nepal, Pakistan, Sri Lanka watch the movies. Moreover, countries with large groups of Hindi and Urdu speaking population like Australia, UK, Africa and the US have many Bollywood fans. And countries like Russia and Japan are also buyers of Bollywood productions.Now, with the ever transforming world and tastes of the the viewers, the Indian film industry is trying its level best to match up to the needs. Some of the changes seen in the recent times are which can be attributed to globalisation are:- 1. Emergence of new source of income. Although revenues from the theatre segment constitute around 60% of the overall revenue for a movie, other revenue streams have begun to make a meaningful contribution. The trend of selling satellite and home-video rights prior to release gained momentum in 2010, and has enabled producers to involve lesser risks in their business models.Most of the revenues of the films are now earned within the first week itself which gives the film producers a chance to sell TV rights and air the movies earlier than before. A lot of films are now premiered very soon after they are being released and the satellite rights are sold well before the movies are released . Due to this, piracy is not that big an issue that it was a few years ago. Owing to these strategies, 2012 proved t o be a good year for Bollywood with 6 movies crossing the 100 crore mark. Source-KPMG 2. Digitalisation of screens and increase in the number of screens. To fight ne of the threats of piracy which was one way or the other because of other sources of information like internet, the film industry now a days do not send their physical prints at the theatres, rather they are relayed through satellite technologies like UFO. This has increased the no. of screens in which the movie runs many folds. Consider the case of Salman Khan’s first movie Maine Pyar Kiya which released across 500 screens in India and compare it with Ek tha tiger which opened to a record 3300 screens . The growth of multiplexes has improved the movie-going experience for Indian audiences and has led to increase per-ticket realization.Rising urbanization and growing disposable incomes are also driving increased investments in multiplexes. In addition, theatres with low seating capacities allow cost-effective scre ening of movies that are targeted at niche audiences. However, there is still further ground to be covered. The average number of screens per million in India is presently12, as compared to the global average of 54 screens per million. The number of multiplex screens in India is expected to increase from 1,000 in 2010 to 1,405 by 2013. Source: KPMG 3. Foreign Investment :With the liberalisation of indian economy in the 90s, we have seen that international film studios like Warner Bros. , Disney, Fox and DreamWorks have entered into collaborations with local film production houses to develop Hindi and regional movies. â€Å"Saawariya†, in 2007 was the first Hollywood produced Bollywood movie in India. â€Å"My Name is Khan†, produced by Fox Star Studios was a huge success both in India and abroad. Walt Disney, who earlier held a 50% stake in UTV, has now acquired a controlling stake in UTV Software Communications.Viacom18 has also entered a deal with the global movie co mpany Paramount Pictures to market and distribute the latter’s movies in India, Bangladesh and Sri Lanka. It has already ventured into production of Hindi language movies, and the new deal is expected to help create a distribution network. Local film production can benefit from the experience of these international studios to expand their international reach and incorporate enhanced project planning and cost controls. In a process to make India a filming destination, the Ministry of Information andBroadcasting is looking for setting up a Film Commission that will initially act as a single-window clearance agency to issue permits for shooting. At present, international producers need to seek many approvals. While they require script approvals from the ministries like I&B Ministry and the Ministry of External Affairs, cast and crew approvals are required from the Ministry of Home Affairs. Based on the kind of shots and location, they need approvals from Customs Department, the Archaeological Survey of India besides several other local and State authorities.Following excerpt from a newspaper depicts how creating such a single window clearance system can affect the Indian Filmmakers. Source: HT City, Hindustan Times, 14th April, 2013 4. Shooting in foreign locations, a boost for tourism In the recent past, many films have been extensively shot in foreign locations: Movie Country Zindagi Na Milegi Dobara Spain Rockstar Czech Republic RA. OneUnited Kingdom Don 2 Germany Ek Main Aur Ek Tu United States of America Worldwide, countries offer various incentives to encourage film producers to use their locations to shoot films.Incentives are offered in the following forms: †¢ Cash rebates – where a certain percentage of expenditure in a country is provided as rebate to the film producers †¢ Tax credits – where a percentage of expenditure in a country is allowed as credit against the income. †¢ Exemption from or refund of VAT and Custom s duty. †¢ Interest free loans †¢ Soft funding – negotiated tourism benefits, such as easier processing of visas, and discounts on accommodation and travel. Benefits of film incentives regime:- Boost to the tourism industry: Films shot in foreign locations depict diversity, history and landscapes of a country which help in increasing tourism in a country. * Benefits to the economy: Inflow of foreign exchange. * Boost to local film production : For example, the success of Slumdog Millionaire, which was shot in India and was a collaboration between Hollywood and Indian film technicians, helped the Indian film production houses secure more business. * Technological exchange * Creation of employment opportunity: Hiring of local technicians. Cultural Exchange Some Facts:- * The flow of Indian tourists to Australia increased by 20% from 2004–2006, especially after the success of Salaam Namaste. * The production of Heyy Babyy injected around US$2. 1 million into the state’s economy where it was shot. * Switzerland hosts around 150,000 tourists from India and large number of Bollywood movies are shot in the country every year. * Many US states such as California, New York, Michigan,Nevada and Utah offer incentives to film and television production companies from India.Many Bollywood movies have been shot in the US including My Name is Khan, Kabhi alvida na kehna, Kal ho na ho, to name a few. 5. Emerging 3D cinema and Advanced VFX:- 3D is a prominent theme these days and has demonstrated its significant potential with benefits such as increased audience engagement, increased ticket prices and the exclusivity of the medium, i. e, the theaters. The success of Avatar has taken 3D movie-making to new heights. Multiplexes could look at the feasibility of investing larger amounts on 3D screens to meet the growing demand to view 3D.There is an emerging market for 3D movies in India with movies like Any Body Can Dance, Dangerous Ishqq, Ra. One an d Haunted-3D. A new window of opportunity could open up if Bollywood is able to produce high quality 3D content. The visual effects (VFX) industry is a rapidly growing segment in India. It includes the creation of live action imagery by using computer-generated effects. It is increasingly being used by the visual media in India and can be classified into the following verticals — movies, TV shows and advertisements.The segment is still at its nascent stage with mainly low-end work being done in India. Domestic consumption is small, and therefore, the bulk of the work includes outsourced projects from the US and the UK. However, the domestic market is seeing bigger budget movies and ad campaigns, which are now open to spend more on VFX to provide an enhanced visual experience to viewers. There has been a significantly high growth in the number of VFX companies operating in India. According to some estimates, there are more than 40 major domestic VFX companies catering to the n eeds of domestic and international clients.Currently, India accounts for only around 10% of the total animation and VFX outsourcing pie. However, there is scope for growth and the amount of work coming to India from Hollywood is on the rise. In late 2011, VenSat Tech Services, a VFX company, joined hands with Reliance MediaWorks Limited to set up a VFX, computer graphics and animation team. 6. New Market Techniques. With more Hollywood movies getting released in India, Indian movies are adopting newer marketing techniques like selling merchandises, video games, toys etc. The indian film Ra.One was a first of its kind campaign with a complete 360 degree approach. Films like Harry Potter, Shrek, Superman, Batman have been successfully using this approach for their campaigns. EFFECTS OF GLOBALIZATION ON INDIAN MUSIC Effect on Bollywood One distinguishing feature of Indian films has always been its music. While the musical lost its dominance as a genre in Hollywood in the early 1960s, l argely due to the advent of rock music, Indian music scenario saw no such change. With the advent of â€Å"talkies†, Indian films started incorporating songs as an important element of the narrative.The sets and costumes, action scenes, presentation of stars, grandiloquent dialogues, and song and dance sequences became the main attraction in a movie for the fans. Song sequences are used for several purposes in films. Sometimes a song is a narrative part of the film; other times it is used as a dream sequence, or the lovers’ fantasy. Sometimes they function to allow an expression of feeling that cannot be articulated otherwise—notably the declaration of love. When music channels like MTV and V on cable and FM radio started roadcasting in India, the Hindi film music gained even more popularity. The music is important economically since the sale of music rights may recover a good part of the budget of the film. Recently, the film industry has been pre-releasing sou ndtracks for films along with music videos(which are basically clips of the songs from the film) some months in advance. This heightens pre-release interest among audiences and act as advertisements of the film. The latest trend that has been started is that of â€Å"Item Numbers†.The overt hypersexualization of the song-dance sequence is a kind of â€Å"MTVization† of Hindi film music; the song is packaged as a 5-minute video which can advertise the film and be sold as an independent commodity. A musical industry old timer has said â€Å"Whereas in older song-and-dance sequence the erotic had an element of coy and the tentative, today the erotic has in it elements of rank sexuality, brutish pride, and vulgarity. Naked feet adorned by anklets have been replaced with high leather boots and the pelvic thrusts display the hunger of a newly-unleashed sexuality.As in other spheres, in the theatre of sexuality, the Indian adventure with globalization is on display† It em numbers have become economic necessity for film producers, singers, and music directors who want to market themselves to a global audience, to globalize the appeal of Hindi film music, and to attract younger, upwardly mobile, city-based audiences. The song-dance sequences have taken on an â€Å"international† look, using a multi-cultural dance cast and hip hop-influenced clothing. Such tastes and representations are far too alien to the rural and lower middle class audiences. Effect on Indian Classical MusicIndian culture has been attached with music since long time, with traditional Indian music being the most famous among Indians till the time globalization hit the country. Western culture followers are increasing in India due to adoptive nature of Indian consumers. Though the number of youth listening to traditional Indian music may have declined but globalization has acted as a two way street in its truest sense. Indian classical musical instruments like veena, sitar a nd table have been incorporated heavily into the â€Å"World Music† genre which focuses on fusion and bringing out the spiritual side of music.Artists like Pandit Ravi Shankar, Pandit Amjad Ali Khan, Bismillah Khan and Zakir Hussain are renowned and respected globally. The situation surrounding the traditional classical music of India continues to change due to the remarkable advances made in methods of information dissemination and communication, among these the rapid growth of the Internet. Some critiques say that the commercialization of Indian music seems to have led to the monopolization of the market by a small numbers of â€Å"stars. Over the last ten years, it has in large part been the same small group of musicians who have been performing concerts in major cities. The popularization of Indian music has led too to changes in performance styles and audiences appreciation. This includes, for example, shortened performances, the traditional raga time concept meaningles s, and an overemphasis on technique. Serious practitioners and students of Indian music, in particular Hindustani music, have increased dramatically throughout the world. This is evident from the increasing number of Indian musicians traveling abroad to perform and record.In some Western educational institutions, Hindustani music has already been established as a formal area of study, and research is being done to determine the most effective methods of education in this discipline. In light of this trend, the traditional master/pupil method, Guru-Shishya-Parampara, has proved to be something of a controversial problem. Effect on Musical Instruments Increasing globalization ; increasing use of internet have resulted in changing the taste of music lovers; ultimately influencing their musical instrument choices.Gradually, the appetite for playing western music instrument has been fulfilled with the increase in number of western music schools. India western musical instruments market h as been anticipated to reach INR 542. 84 Crore by 2017. TELEVISION AND GLOBALISATION OVERVIEW Media imperialism is a sub category of under the broader category of media imperialism. The conventional view was that it was the global (particularly US) media that dominated and the technologies associated with it that were imperialistic and ruled the world. But the scenario was changing on the advent of 1990s due to nationalised media arising and getting promoted. Al-Jazeera was founded in 1996 and is a Qatar based company. Bollywood is seen as an answer to Hollywood. Reuters is major news company founded in Britain. Times of India is the world’s 3rd largest circulating paper. † These are some examples to name a few of the changing global media trend. Since the advent of television in 1920s it has been a source of news and entertainment. Majority of the channels were state funded and had little commercial use. After the arrival of globalisation television was changed, as the viewers were seen as a mode of income from advertisements and this began a war of TV ratings among the channel providers began.They turned the political struggle for television into a battle for market shares with an increasing international orientation. The liberalisation of television in association with the development of new broadcasting technologies led to a multitude of competing TV stations and to a diversity of available programmes. Private broadcasters’ dependence on funding by adverts caused a commercialisation of TV and shifted the focus of programming to ratings, which have become an all-dominant factor. The constant search for new ways of attracting viewers’ attention favours sensational topics and resulted in a variety of new programme formats.India was one of the most affected countries due to this trend. Ramayana and Mahabharata were the first major TV series in India. 1980s saw the arrival of popular shows like Hum Paanch, bharat ek khoj which made th e viewers engrossed in them. ENTRY OF FOREIGN PLAYERS In 1991 the government allowed private and foreign broadcasters to engage in limited operations in India. This was the first step of globalisation of Indian TV industry as this led to the entry of major foreign players such as CNN, STAR TV and domestic private enterprises such as ETV, ZEE.In 1999–2003, other international channels such as Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney entered the market. Starting in 2003, there has been an explosion of news channels in various languages; the most notable among them are  NDTV,  CNN IBN  and  Aaj Tak. The most recent channels/networks in the Indian broadcasting industry include UTV Movies, UTV Bindass, Zoom, Colours, 9X and 9XM. CASE STUDY- STAR TV STAR TV is an US based company owned by Rupert Murdoch’s News Corp. It currently has 35 channels in 7 languages with around 400 million viewers in India â€Å"courtesy http://www. tartv. com/aboutus. asp x. † They currently own one of the most viewed channels of India such as Star Plus, Star Gold, Star Movies, Star world, Channel [V] to name a few. It is the leading TV channel in terms of no. of channels and viewers in India with hit shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Star Voice of India and 24X7 movies. RATING WARS Entertainment channels form the largest part of Indian TV industry with foreign and domestic players both. They broadcast daily shows which are mainly targeted to the family audience particularly ladies called â€Å"Soap Operas†.This is a huge source of revenue and entertainment as most of the advertisements are shown in this time slot making this a win-win situation for everybody. These not only include popular Hindi shows such as Kyunki Saas Bhi Kabhi Bahu Thi or Kahaani Ghar Ghar Ki but also in other languages such as Punjabi, Marathi and English such as Ugly Betty, 90210, Damini. The popularity of these serials is evident from the data shown a bove. Source: TAM peopleter system, GEC Ratings (April 22-28) One of the major sources of entertainment is the sports channels which are dedicated to the world of sports.There are 20 sports channels till date with the majority owned by the foreign powerhouses such as ESPNSTAR (owned by FOX network), SONY SIX. Children's interest channels  are  television  specialty channels  that present children's interest content. This market is almost entirely owned by foreign companies such as Cartoon Network, Nickelodeon. The NEWS channels are the ones which have most of the domestic companies and have one of the fiercest rivalries among them. Other channels include dedicated to music, movies, sci-fi and general info. Majority of them are owned by foreign TNC’s such as MTV, Discovery, and HBO.All of these are owned by foreign media conglomerates and are one of the most viewed channels in India. All of these are owned by foreign media conglomerates and are one of the most viewed c hannels in India. FOREIGN CONTENT AND STORYLINES The content of the channels are also influenced by the global trends. In most of the cases either the storyline or the format of successful foreign shows are copied. Some of the examples are as shown below: * Jassi jaisi koi nahi – Ugly Betty * Big boss – Big brother * Indian idol – American idol * India’s got talent – Americas got talent Fear factor – Fear factor * Masterchef India – Masterchef Australia The viewership of English sitcoms are on the rise in the young generation such as Friends, HIMYM due to the rising English speaking population which has increased the revenues of these channels such as STAR World, AXN. On the rise is the viewership of movies both Hindi and English as evident from the exorbitant prices channels are paying for the television premiers of the movies. The sports TV industry is one of the fastest growing industries due to huge fan following also known as â⠂¬Å"popular culture†.The increase of number of sports channel in India is rapid. Cricket and football has proved itself as a huge source of revenue generation as perceived from the data below. IPL, world cup, BPL are huge attractions for advertisers and they are willing to invest in them. And majority of them are the TNCs who spare the big bucks. Top 5 most viewed events in 2010-2011 in India 2011 cricket world cup final – 67. 6 million viewers| Budget 2011 – 37 million| Commonwealth 2010 opening ceremony – 30 million| IPL 3 final – 9. 6 million| 2010 FIFA world cup final – 1. 5 million|Source: aMap data, Times of India Also the emergence of debating style of news presentation can be seen as an effect of globalisation. Now majority of the news channel present debates in their primetime slots so as to include various opinions. This has been a huge success. Also the technological advancement in television industry such as digitalization has imp roved the services offered which has also led to increased viewership. This is a direct result of globalization as the technology and information is transferred between nations. CHALLENGES FACED BY THE INDUSTRYBut the television industry faces many challenges due to globalization. * Main disadvantage is the accumulation of power in few foreign media conglomerates which hinders the growth of domestic market. Few Indian companies have been able to establish themselves in front of the global power. * The media sometimes become biased and influence the public opinion. For example in Saddam Hussein case media houses passionately supported US in their operation and thus took people on US side without telling the full story. * Also the advent of reality TV shows has increased their share which results in disproportionation.Time should be divided suitably for all types of entertainment which is not so in the present scenario. * TV has not yet been able to penetrate the rural parts of India due to lack of connectivity which is needed as it acts as a source of information. * Also in this century of internet viewers are migrating to web services. This has resulted formation of web portals of channels which is not encouraging to the TV industry. CASE STUDY ON VIEWERSHIP IN DELHI The figures below show the impact of television in the three major metropolitans and show type wise distribution of channels in Delhi. Source: www. amindia. com Bibliography n. d. http://www. indiantelevision. com. n. d. http://www. startv. com. n. d. www. tamindia. com. Film Industry In India: New Horizons. Ernst ; Young Pvt Ltd. , 2011. Google Images. n. d. http://images. google. co. in/. HT City. â€Å"Foreigners First, But What about us? † April 14, 2013. Indian Express. â€Å"IPL 6. † April 8, 2013. Reseasrch and Markets-Market research reports. n. d. http://researchandmarkets. com. Ritzer, George. â€Å"Globalization a basic text. † n. d. Vogg, Ejvind. The Indian Bollywo od Industry. DIBD, 2012. Wikipedia, The free Encyclopedia. n. d. http://wikipedia. org.

Marilyn Monroe Sings Happy Birthday to JFK

Marilyn Monroe Sings Happy Birthday to JFK On May 19, 1962, actress Marilyn Monroe sang â€Å"Happy Birthday† to U.S. President John F. Kennedy during an event celebrating JFK’s 45th birthday at the Madison Square Garden in New York City. Monroe, wearing a skin-tight dress covered in rhinestones, sang the ordinary birthday song in such a sultry, provocative manner that it made headlines and became an iconic moment of the 20th century. Marilyn Monroe Is â€Å"Late† Marilyn Monroe had been working on the movie Something’s Got to Give in Hollywood when she took a plane to New York to participate in President John F. Kennedy’s birthday celebration at Madison Square Garden in New York City. Things had not been going well on the set, mostly because Monroe had been frequently absent. Despite her recent illnesses and trouble with alcohol, Monroe was determined to make a grand performance for JFK. The birthday event was a Democratic Party fundraiser and included many famous names of the time, including Ella Fitzgerald, Jack Benny, and Peggy Lee. Rat Pack member (and JFK’s brother in law) Peter Lawford was the master of ceremonies and he made Monroe’s famous lateness a running joke throughout the event. Several times, Lawford would introduce Monroe and the spotlight would search the back of the stage for her, but Monroe would not step out. This had been planned, for Monroe was to be the finale. Finally, the end of the show was near and still, Lawford was making jokes about Monroe not appearing on time. Lawford stated, â€Å"On the occasion of your birthday, the lovely lady who is not only pulchritudinous [breathtakingly beautiful] but punctual. Mr. President, Marilyn Monroe!† Still no Monroe. Lawford pretended to stall, continuing, â€Å"Ahem. A woman about whom, it truly may be said, she needs no introduction. Let me just say†¦here she is!† Again, no Monroe. This time, Lawford offered what seemed to be an impromptu introduction, â€Å"But I’ll give her an introduction anyway. Mr. President, because in the history of show business, perhaps there has been no one female who has meant so much, who has done more†¦Ã¢â‚¬  Mid-introduction, the spotlight had found Monroe at the back of the stage, walking up some steps. The audience cheered and Lawford turned around. In her skin-tight dress, it was hard for Monroe to walk, so she scampered across the stage on her tiptoes. When she reaches the podium, she rearranges her white mink jacket, pulling it close to her chest. Lawford put his arm around her and offered one last joke, â€Å"Mr. President, the late Marilyn Monroe.† Monroe Sings â€Å"Happy Birthday† Before exiting the stage, Lawford helped Monroe remove her jacket and the audience was given their first full glimpse of Monroe in her nude-colored, skin-tight, sparkly dress. The huge crowd, stunned but excited, cheered loudly. Monroe waited for the cheering to die down, then placed one hand on the microphone stand and started singing. Happy birthday to youHappy birthday to youHappy birthday, Mr. PresidentHappy birthday to you By all accounts, the usually somewhat boring â€Å"Happy Birthday† song had been sung in a very provocative way. The whole rendition seemed even more intimate because there had been rumors that Monroe and JFK had been having an affair. Plus the fact that Jackie Kennedy was not present at the event made the song seem even more suggestive. Then She Sang Another Song What many people don’t realize is that Monroe then continued with another song. She sang, Thanks, Mr. PresidentFor all the things you’ve done,The battles that you’ve wonThe way you deal with U.S. SteelAnd our problems by the tonWe thank you so much Then she threw her arms open and yelled, â€Å"Everybody! Happy birthday!† Monroe then jumped up and down, the orchestra began playing the â€Å"Happy Birthday† song, and a huge, lighted cake was brought out from the back, carried on poles by two men. President Kennedy then came up onto the stage and stood behind the podium. He waited for the massive cheering to die down and then began his remarks with, â€Å"I can now retire from politics after having had ‘Happy Birthday’ sung to me in such a sweet, wholesome way.† (Watch the full video on YouTube.) The whole event had been memorable and proved to be one of the last public appearances of Marilyn Monroe – she died of an apparent overdose less than three months later. The movie she had been working on would never be finished. JFK would be shot and killed 18 months later. The Dress Marilyn Monroe’s dress that night has become nearly as famous as her rendition of â€Å"Happy Birthday.† Monroe had wanted a very special dress for this occasion and so had asked one of the finest costume designers of Hollywood, Jean Louis, to make her a dress. Louis designed something so glamorous and so suggestive that people are still talking about it. Costing $12,000, the dress was made of a thin, flesh-colored souffle gauze and covered in 2,500 rhinestones. The dress was so tight that it had to be literally sewn onto Monroe’s naked body. In 1999, this iconic dress went up for auction and sold for a shocking $1.26 million. As of this writing (2015), it remains the most expensive piece of clothing ever sold at auction.