MxMIndia

Category: TV

  • 9XO is the sixth music channel from the 9XM group and will air contemporary and non-stop English and international music

    9XM launches international music channel 9XO

    By Shruti Pushkarna

     

    9X Media Pvt Ltd has launched an international music channel called 9XO today. 9XO is the sixth music channel from the 9XM Group, which at present runs a popular Bollywood music channel 9XM, a Punjabi music channel 9X Tashan, Marathi music channel 9X Jhakaas, Timeless Bollywood Hits channel 9X Jalwa and 9XM-UK which is available on the Sky Digital Platform.

     

    Luke Kenny

    Speaking to MxMIndia on the launch of 9XO, Programming Head for 9XO, Luke Kenny said: “Till date there has never been a 100 per cent pure international music television channel. With 9XO, we are bringing the music video experience back full circle to the way the audience likes it, uninterrupted…with no non-music programming whatsoever.”

     

    Said Punit Pandey, Sr. VP and Business Head, 9X Media Pvt. Ltd: “Post a series of successful launches across the regional and Hindi markets and the launch of 9XM in the United Kingdom, we are pleased to present 9XO – an international music channel. The urban youth in India clearly feels the need of a platform that delivers international music in a great audio visual format. With 9XO, we believe that we address this need gap by airing the best of English and international music.”

     

    Talking about the programming content on 9XO, Mr Kenny said: “9XO will air contemporary and up-tempo English and International music. The channel’s programming lineup comprises fresh and innovative segments such as O-Vid, Who Dat, Wotta Song, Hot Sh*t and Out There, among many others, which will showcase hit international music cutting across genres, themes and artists.” The channel is targeted at the upscale urban youth.

     

    Speaking of the differentiating factors of 9XO, Mr Kenny told MxMIndia: “The resurgence of Indian artists and bands playing English music has encouraged us to introduce a unique platform on 9XO called OmeGrown. The platform will highlight Indian talent and will bring to the fore the multi-talented youth who are pursuing English music and its sub-cultures in creative ways. The global explosion of EDM (Electronic Dance Music) will find a special place on the channel on weekends giving the dance music audience their very own house party experience. BYOB (Bring You Our Beats) is an uninterrupted flow of all the hottest dance hits from the biggest global DJs. All you have to do is leave your TV tuned to 9XO and dance!”

     

    Another differentiating factor of the channel will be its packaging, added Mr Kenny. He said: “9XO’s channel packaging has been designed using pop-art influences and elements with a layer of humour and attitude which would delight our target group. We are convinced and confident that the channel will receive a great response and will become the ultimate destination for international music.”

     

    Talking about how 9XO will differentiate itself from existing international music channels (like Vh1), Mr Kenny said: “Apart from no non-music content, there will be no music blocks that ‘block’ the rotation of hits that will be programmed. The commercial breaks will be substantially lesser than the traditional formats. And there will always be a song that everyone likes playing at any given time. A dedicated channel website will offer opportunities for the social media generation to generate and share their own playlists, music and humour content as well.”

     

    9XO has also launched its official website, www.9xO.in simultaneously with the on-air launch. The website will engage the users with a series of innovative sections such as O-BOARD, LAUGH-O-RAMA, and so on. O-BOARD will encourage the youth to create their own playlist with their selected songs and share it with other users. There will also be a special college playlist section, where students from various colleges all over the country can create their own college playlists and publish the same on the website. LAUGH-O-RAMA will provide a platform to Indian comedians to showcase their talent and get internet users to rank them.

     

    Speaking of the launch campaign, Mr Kenny confessed that there were no big gigs planned around the launch. He told MxMIndia: “We would like our audience to discover the channel currently and would look at a 360 degree marketing campaign at a later stage comprising ATL and BTL activities targeting multiple touch points.”

  • Veteran mediaperson and Star CJ CEO Paritosh Joshi has put in his papers. He proposes to turn entrepreneur, he told MxMIndia confirming the news.

    Paritosh Joshi turns entrepreneur, quits Star CJ

    [updated]

    By A Correspondent

     

    Veteran mediaperson and Star CJ CEO Paritosh Joshi has moved on. He proposes to turn entrepreneur, he told MxMIndia confirming the news. Mr Joshi’s last day at the homeshopping channel was Tuesday (April 23).

     

    Mr Joshi was with Star India since August 2008. After graduating from IIM, Ahmedabad in 1985, Joshi joined Procter & Gamble (then Richardson Hindustan Limited). Since then, his career has spanned FMCG, B2B services, newspapers, industrial perfumery, international trade and of course television. In recent years, Joshi was also overseeing strategic diversifications for Star into a few new business sectors.

     

    Mr Joshi who was with Star CJ since March 2009, is also Mentor at MentorEdge (mentoredge.com) since two years and Member of the Board of Governors of the Media Research Users Council (MRUC). He heads the IRS technical committee at the MRUC. He is also Director, Indian Broadcasting Foundation and was actively associated with the BARC announcement recently.

     

    Meanwhile, Star CJ hasn’t announced who will take Mr Joshi’s position. A Board meeting is scheduled to be taking place later this week and a decision may be announced post that.

    Mr Joshi is likely to continue in his roles with the MRUC and IBF (for BARC).

     

  • As part of its aggressive growth strategy, India TV also announced several key appointments, many of them coming from TV Today.

    TV Today’s Gulab Makhija joins India TV as CFO

    By A Correspondent

     

    India TV announced the appointment of Gulab Makhija as its Chief Financial Officer. Mr Makhija will be responsible for financial Management and Control Systems in the company’s growth plan. Prior to joining India TV, Mr Makhija served as CFO at TV Today Network where he was instrumental in cost optimization across the network.

     

    As part of its aggressive growth strategy, India TV also announced several key appointments, many of them, as the company’s communique admits, coming from TV Today.

     

    Shubhra Manasi, joining from TV Today, will look after Strategic Planning and Research functions for the company as DGM. Pradeep Khatri has joined as Chief Manager Marketing. He also comes from TV Today and will be responsible for marketing communication, sales support & sponsorship marketing functions.

     

    But there are others who are not from the TV Today stable who’ve also joined the channel: Rohit Lal has been appointed Vice President Programming.  Mr Lal comes with vast experience of programming for Zee, IBN and Star. Prashant Sharda, who was with Nokia, joins as Vice President, Digital Media to look after mobile, 3G, and streaming and India TV’s website, while working towards digital convergence for the company.

     

    India TV MD & CEO Ritu Dhawan said: “We are happy to induct new team leaders and expect that their proven track records will add strength to the existing strong team. We together look forward to further consolidate our leadership position in the Hindi news genre and set new benchmarks in the domain.”

     

    On his appointment as CFO, Gulab Makhija said: “I look forward to a great opportunity and exciting times with India TV, a company that is all set to take the leap to the  next level of success.”

     

  • Significant deal includes CNN flagship shows 'Amanpour' and 'Piers Morgan Tonight'

    Hyundai signs multi-level global sponsorship deal with CNN

    By A Correspondent

     

    CNN Worldwide announced that it has signed a large-scale global sponsorship deal with leading automotive producer Hyundai Motor Company (HMC). The deal will include sponsorship of the new nightly ‘Amanpour’ show and the popular interview program ‘Piers Morgan Tonight’, and will involve HMC’s ‘Live Brilliant’ campaign airing across the CNN International, CNN US and CNN en Español networks. The collaboration represents one of CNN’s most comprehensive global auto sponsorship deals to date.

     

    The six-month sponsorship agreement encompasses both billboards and spots around signature programming, in addition to daily segments within shows. The new ‘Amanpour’ show, airing every weeknight, launched from April 16 will have Christiane Amanpour deliver insights through vital conversations, tenacity and holding those in power to account. ‘Piers Morgan Tonight’ is a candid, in-depth, personality-driven interview program that uses his inimitable style to uncover the most fascinating details about his newsmaker guests. The campaign further extends to the primetime shows ‘World Report’ airing in Asia-Pacific and ‘Panorama Mundial’ airing on CNN en Español.

     

    “CNN’s core personalities and signature programming are unrivalled in the intelligence and insights they deliver to viewers around the world,” said Tony Maddox, EVP and MD, CNN International. “This exciting collaboration with an influential global brand like HMC reinforces the unique value and quality of our content,” he added.

     

    “This deal represents a remarkable endorsement of the unmatched quality and scale of our global audiences and we are delighted to once again work alongside HMC to connect them with our discerning and influential viewers,” said Jonathan Davies, EVP CNN International Ad Sales. “It is also indicative of our commitment to fostering and strengthening high quality and long-term relationships with our clients, with HMC first having partnered with CNN back in 2000.”

     

    Mr. Won Hong Cho, CMO of Hyundai Motor Company said: “CNN provides unparalleled insights into today’s shifting global environment, empowering viewers with the knowledge they crave. We saw a perfect fit with Hyundai’s brand direction of ‘Modern Premium’ through ‘New Thinking. New Possibilities.’ and are delighted to once again work with CNN through this truly global collaboration. Hyundai Motor Company launched a new worldwide brand campaign called “Live Brilliant” as part of its efforts to reinforce its brand management activities and fulfill its vision to become the most beloved automotive company in the world.”

     

    CNN is the world’s leading global 24-hour news network and one of the world’s most respected and trusted sources for news and information. CNN International is the international directorate of CNN Worldwide and distributes news via 14 services in seven different languages. CNN International can be seen in more than 280 million households and hotel rooms in over 200 countries and territories worldwide.

     

    Established in 1967, Hyundai Motor Company has grown into the Hyundai Motor Group, with more than two dozen auto-related subsidiaries and affiliates. Hyundai Motor Company — which has six manufacturing bases outside of South Korea including the U.S.,China, India,R ussia, Turkey and the Czech Republic– sold 4.06 million vehicles globally in 2011.

     

  • The campaign was based on an insight from the consumer's life that 'Circumstances do not dictate my destiny, I do'

    DDB Mudra creates a new gold loan campaign for Federal Bank

    By A Correspondent

     

    Mother & Son
    Husband & Wife

    Gold loan is one of the fastest growing categories amongst retail loans inIndia. Research shows that a lot of customers who take gold loans are small businessmen, small storeowners, painters, mechanics, carpenters and others. It was found that the category is dominated by NBFCs and consumers do not consider going to banks for gold loans. Hence, the task was to get Federal Bank to break into the consideration of the customer.

     

    The new Gold Loan Campaign of Federal bank is based on the premise that there are two kinds of situations that call for a gold loan; an emergency loan (hospital bills) and a loan for progress (buying a house, expanding business). In times of emergencies, these consumers prefer an NBFC for speed of transaction but when it is a loan for progress, they prefer a bank as interest rates and terms of repayment matter.

     

    Ranji Cherian President and Head of DDB Mudra Group, South said: “This campaign magnifies the loans-for-progress in a very strong manner. What is interesting is that when it comes to Loans-for-progress, customers prefer a bank as interest rates and terms of repayment matter”.

     

    “In times of need due to undue financial pressure, a person usually gets confused and forgets where to go for help, be it for business, education, or a family wedding. This campaign is aimed at easing his tension and reminding him of the safest, most reliable and trusted partner – Federal Bank Gold Loan, giving instant loan on gold besides safeguarding the gold, and unlike many unscrupulous gold loan companies, not charging a hefty interest rate. The simplicity of this campaign drives home this point quite precisely, easing the tension of any one in need of financial help,” said Vipul Thakkar, Executive Creative Director, DDB Mudra South.

     

    A deep dive into the consumers’ lives revealed that people who are forced to support their families at a very early stage in their lives constantly fight against all the challenges life throws at them and yet try and progress one step at a time. The campaign was based on an insight from the consumer’s life that ‘Circumstances do not dictate my destiny, I do’.

     

    Mr. Anand Chugh, the Chief Manger Marketing at Federal Bank said: “This campaign was conceived well and the execution is also as intended. The faith in advertising has gone up post the campaign as tangible results in terms of portfolio growth are visible. The campaign has strengthened the position of Federal Bank in the retail gold loan market.”

     

    To break through the clutter in the market, the agency made the woman the hero of this campaign. The television commercials show the lady of the house coming forward to help her family out of a tough situation. Federal Bank is hence showcased as the consumer’s trustworthy partner in progress. “Bringing the woman to the centre of the decision adds meaning and strengthens the case for Federal Bank,” said Mr Ranji.

     

  • Campaign aims at empowering consumers in the regions, with information to optimize on impending digitization & enables operators to build their brand equity

    BIG Magic launches ‘100% UPwale / 100 % MPwale’ FOR UP & MP

    By A Correspondent

     

    After the success of the ‘Choose Your Set-Top-Box Wisely’ campaign, which aimed at increasing awareness and empowering consumers with adequate information to make the right choice while choosing their set top boxes and also enabling operators to build their brand equity in the metros, Reliance Broadcast Network is now taking the initiative into the Hindi Heartland of Uttar Pradesh (UP) and Madhya Pradesh (MP) with the second leg of this campaign.

     

    Built on a creative idea of “100% UPwale / 100% MPwale”, this campaign will also serve the purpose of driving awareness of impending digitization and empower consumers to make the right choice when choosing a DTH/ Set Top box.

     

    Additionally the campaign also provides operators a chance to build preference and equity for their own offerings.

     

    The campaign creative idea reflects the uniqueness of this region ranging from the chikan kurtas ofLucknow to Banarasi paan to the pedas ofMathura to praying at the Bade Ganpati ka Mandir, and the channel of the region - BIG Magic.

     

    The campaign will be rolled out across BIG Magic and the 11 radio stations of 92.7 BIG FM.

     

    With digitization set to revolutionize the television viewing experience, and operators gearing to undertake activities to build their brand equity and ensuring that they gain from the eminent shake-out, consumers also need to understand that the power to enhance their television viewing experience will now lie with them and this campaign aims at helping both operators and consumers alike.

     

    Reliance Broadcast Network’s BIG Magic, which has only just completed a year of launch, has already become the leading channel of the region with its exciting content and programs.

     

    It will be a six week campaign spread across television, radio, OOH, print and digital, will be one of the largest initiatives in the regional space by any broadcaster.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. It houses the following verticals: 92.7 BIG FM, BIG CBS- a joint venture with CBS Studios International which has launched four channels, BIG CBS Prime, BIG CBS Love, BIG CBS Spark and Spark Punjabi. Added to this
    robust bouquet, the Company also distributes Bloomberg UTV, India’s premier business news channel.

     

  • While the average TVR for the first 27 matches stood at 3.53 per cent, the ratings for the initial 26 matches played during IPL4 were at a TVR of 3.88 per cent

    27 matches later, IPL 5 is the lowest ever with 3.53 per cent TVR

    By a Correspondent

     

    The ratings for the first 27 matches of the Indian Premier League (IPL) Season 5 are out. As per TAM Sports, CS 4+ years, All India, IPL5 continues to deliver lower ratings as compared to the previous seasons. While the average TVR for the first 27 matches stood at 3.53 per cent, the ratings for the initial 26 matches played during IPL4 were at a TVR of 3.88 per cent.

     

    The inaugural season (IPL1) continues to remain the highest viewed with a TVR of a whopping 4.80 per cent. Although these are still initial stages, what remains to be seen is whether the ratings show any improvement as the tournament progresses.

     

    Interestingly, while the cumulative reach has been increasing year on year, the cumulative reach for the first twenty seven matches in season five on the other hand has shown a reverse trend with a marginal decline as compared to the first three IPL seasons.

     

    It may be recalled that while the opening ceremony had received a mere 1.16 per cent of the TVR, the first six matches witnessed its lowest ever TVR in the history of the tournament. A number of factors have been attributed for the low IPL viewership this season – too much cricket, India’s dismal performance the Test and ODI matches against England and Australia and so on.

     

    According to Jacinta S Bhoite, Director, Minesweeper: “The ratings are certainly not good and there are a number of factors responsible for the low viewership. The entertainment factor seems to be missing this year, there is a perception among viewers that the matches are fully predictable and hence they continue watching their regular television programmes. However as the tournament progress, especially after the final four teams are selected, the ratings are expected to see some improvements.”

     

    Source : TAM Sports, Period : First 27 matches of all IPL Seasons, TG : CS 4+ yrs, Market : All India, Channel : MAX

     

    * In IPL 1 one match (47th) was abandoned due to rain
    * In IPL 2 two matches (7th & 13th)were abandoned due to rain
    * In IPL 4 one match (20th) was abandoned due to rain

     

  • Media analysts and experts don't think there's reason for worry as Star News, Ananda and Majha will replace 'Star' with 'ABP'

    Will the name change work for MCCS?

     

    By Johnson Napier

     

    The media has been agog with news of the two looking at options beyond the relationship, only for them to dodge the belief. But all doubts were put to rest on Monday when media giant Ananda Bazaar Patrika (ABP) finally announced it was shedding the Star branding from its slew of channels.

     

    Star India and ABP agreed to discontinue the Star brand affiliation with Media Content and Communications Services (MCCS). Of the many reasons that were doing the rounds, the one that was loud was discontent over editorial content, leading to the two calling it quits. Star had reportedly served notice in January 2012 (see Mediaah!).

     

    As a result of this decision, Hindi news channel, STAR News will now be rechristened ABP News, while Bengali news channel STAR Ananda will become ABP Ananda and Marathi news channel STAR Majha will be called ABP Majha. The three 24-hour news channels are owned by the Media Content and Communications Pvt Ltd (MCCS) – a joint venture between the Ananda Bazar Patrika Group and STAR India Pvt Ltd. MCCS, formed in March 2003, is a 74:26 joint venture between ABP TV and STAR News Broadcasting.

     

    While the move will enable ABP to venture out in the news broadcast space on its own as it wishes to promote and establish its own brands through its subsidiary company – MCCS, for Star the focus will be on building their brand on their core business, i.e. general entertainment. A release issued on behalf of Star Group read: Given the current regulatory environment and structural issues ailing the Indian cable and satellite television market and the news genre in particular, Star took this extremely difficult decision to withdraw its brand from the genre.”

     

    According to the release, the discontinuation will come in effect in phases from a period of 2-4 months and the partners will work together to ensure a smooth transition during this period.

     

    Speaking to MxMIndia Ashok Venkatramani, CEO, MCCS, said, “No, it’s not a set back at all. With the Marathi and Bengali channels, Majha and Ananda as suffixes are unique and have grown in popularity and acceptance. Of course, that’s not the case with Hindi where the suffix is ‘News’ and hence generic. So, yes, Hindi is a challenge on a relative scale, but not so with Marathi and Bengali. (see interview)”

     

    But while the three channels have identified a name for themselves in the respective markets and have been engraved in the minds of the viewers for a long time, it will be interesting to see how a name change exercise will impact the course for the network over a period of time.

    “The first 180 days of a brand name change are the most crucial and critical days. It is in these frenetic days of frenetic brand activity that a name change can be made successful or not,” writes note brank expert and consultant Harish Bijoor in an exclusive analysis on the name change for MxMIndia. “No wonder then that you see a flurry of advertising activity that goes in to establish a new name solidly in the mind of the consumer.”

    Drawing implications over the new announcement, Anita Nayyar, CEO India & SouthAsia, Havas Media said that the popularity of the channels may take a beating if they toy around with the content and if the change is not expressed loudly and clearly to the viewers. “One will have to assess the extent to which the two have called a split in partnership. But if you see the association, Star, as such is a name that has been engraved in the minds of the people for a long time, and therefore it will be tough for the viewers to overnight respond to the change in a positive way. If they announce the change in a big way and do tremendous activity and promotions around it and create awareness levels, then only will the audience respond to the change. Otherwise past examples have shown that no matter how big a brand or name, if the change in name is not relayed properly to the masses, it will see a decline in popularity and fortunes.”

     

    On the impact it would have on the advertisers, she said: “It will be a wait-and-watch game for the advertisers. I feel the current deals will go on as scheduled but new deals will depend on what the change will hold in store for the brand.”

     

    Mona Jain, CEO, Vivaki Exchange, said: “I don’t see the change having any impact on the popularity or the ratings as such. First, one will have to see what is the exact nature of the deal? If the team and other infrastructure related activity remains the same then there wouldn’t be an impact as such. Also, what is important is the quality of content that is played on these channels. If there is no change from the previous deal, then the viewer will continue to stick to the channels the way they used to earlier. We will have to see how it pans out over the course of time.”

     

    According to Tarun Nigam, Executive Director, India North, Starcom Worldwide, this could be an opportune time for ABP to make a name for itself in this arena. “I don’t see this development having any impact on what is currently being offered. If the content remains the same, if there is no breakdown in team and so on, then it shouldn’t matter at all. In fact I think this is a perfect opportunity for ABP to finally make a name for themselves in the news broadcast space, as they already are a big name in the print space. They, anyways, are a very strong and deep-rooted organization and have sustained themselves as a commendable force to reckon with.”

     

    According to Nigam, in a market like Kolkata where ABP are a dominant force, this deal will enable ABP to showcase more regional offerings that they specialize in, which will only catapult the interests of the viewers at large. “One will have to wait and see what will be effects of the change in other markets like Maharashtra,Delhiand others. For all you know, ABP might just emerge a stronger player in these markets as well.”

     

    The ball, for now, seems to be in ABP’s court as they finally get to pursue their dream of going solo and 360-degree in the news space. With healthy ratings and a roster of loyal advertisers willing to cling on to them, the priority for ABP is now to endorse an enduring message to one and all and go loud with their promotional activities announcing the new shift. Till then it is wait-and-watch.

     

     

  • Only a drop in quality can impact a news channel, says Ashok Venkatramani, CEO, MCCS

    A channel is vulnerable only if quality drops: Ashok Venkatramani, CEO, MCCS

    By A Correspondent

     

    A mechanical engineer from Mumbai and MBA from IIM, Ahmedabad, Mr Venkatramani started his career with Unilever, and was with the FMCG giant for 19 years. He held the position of Vice President and Business Head for Unilever inIndiatill February 2008, heading their largest and most profitable business – toilet soaps and skincare business.

     

    From Unilever, Mr Venkatramani moved to being appointed CEO of the Star-ABP JV which ran the news channels of Star India.

     

    While the buzz in MCCS that we are hearing is very positive, what we hear is that the end of the alliance will possibly see MCCS expanding into more channels… a Punjabi news channel, for instance?

    We are always on the look-out for growth and this development has nothing to do with it. I think we have the scope to grow organically and inorganically and we are constantly evaluating options.

     

    While it’s the content that should speak for a media entity and not its name, the fact is that Star is a household brand in the country. Do you see a setback for the Hindi and Marathi news channels since ABP may not necessarily strike a chord with viewers?

    No, not a set back at all. With the Marathi and Bengali channels, Majha and Ananda as suffixes are unique and have grown in popularity and acceptance. Of course, that’s not the case with Hindi where the suffix is ‘News’ and hence generic. So, yes, Hindi is a challenge on a relative scale, but not so with Marathi and Bengali.

     

    Would you expect more synergies with ABP print from now on?

    There will be no significant change on this front… it will be what it has always been.

     

    So will we now a see a blitz to communicate the name change?

    Yes, there will be an aggressive campaign to announce the change, especially in Hindi.

     

    Will the change impact MCCS… your key resources, and the way the business has been done?

    No change whatsoever.

     

    There have been many cases of brands changing in the past. In telecom in Mumbai, we’ve seen Max Touch becoming Hutch, Orange and finally Vodafone. But what is fine for telecom, may not be the case for media, right?

    Yes, there are several changes. UTI Bank to Axis Bank, L&T Cement to UltraTech Cement. When there is a name change, there’s no shift in consumer base. People don’t change their bank or telecom provider as long as the service quality is maintained.

     

    So you are vulnerable only if the quality drops, and that can happen even if the name doesn’t change!

     

  • What does a name transition mean to companies and brands? Plenty really, writes brand expert Harish Bijoor

    Harish Bijoor: What’s in a Name?

    By Harish Bijoor

     

    So STAR News is ABP News. STAR Ananda is ABP Ananda. And STAR Majha is ABP Majha.

     

    Here’s a brand name change once again, and the question is out in debate again: What’s in a name?

     

    What’s in a name? Plenty! Shakespeare-dada was wrong!

     

    For a start, the name is a brand. The brand is a name. And the name is a very important starting point in the voyage of discovery of a brand.

     

    Let me start with my definition of a brand. It is a simple one. I define the brand with the consumer simplicity it deserves. “The brand is a thought”! A thought that lives in people’s minds. A thought that thrives in the soft-space of the human mind.

     

    By this definition, everything that lives as a thought in your mind is a brand. Shantabai, the multi-tasking maid is one, Osama Bin Laden, the late terrorist is one and so is the young Akhilesh Yadav. Each of these brands possibly rub shoulders with other brands such as an Amul and Bata and Tata in your head. The brand is a thought. Nothing more. Nothing less.

     

    What does a name transition mean to companies and brands? Plenty really. Plenty in the initial six months for sure. The first 180 days of a brand name change are the most crucial and critical days. It is in these frenetic days of frenetic brand activity that a name change can be made successful or not. No wonder then that you see a flurry of advertising activity that goes in to establish a new name solidly in the mind of the consumer.

     

    There are brands that have done it well. Vodafone is a veteran of many changes. An Orange became a Hutch seamlessly, just as a Hutch became a Vodafone seamlessly. Every change was accompanied by a high decibel campaign that had transition elements of one collapsing seamlessly into another. The first 180-days are therefore the most critical. You can make a brand name transition happen or collapse. Both are possibilities. The period after just does not matter. This is really the Golden six months of a brand name transition.

     

    UTI Bank did it seamlessly as well, with a transition into an Axis Bank so seamlessly that today UTI is a non-important part of its total brand equity and recall altogether. That is the power of a powerful brand-name transition plan.

     

    In the case of this current transition from STAR to ABP, there are indeed two big brand names. One is a region-centric one (ABP) and the other (Star) is a world-brand for sure. Moving from one to the other will require some degree of panache and scientific brand action.

     

    There are really two sets of dynamics in this transition. One is a B2B dimension. Out here, MCCS is the back-end brand. It is the company that runs the show. It is the company that is the backbone. Employees, clients who advertise, distributors and vendors are all key participants here. These key actors are the easiest to communicate to. These key actors will buy into this name change without a whimper.

     

    The second set of dynamics is that of the viewer. This is B2C space. This is where there is bound to be ruffled feathers and ruffled sentiment. This is where there is bound to be confusion and lack of clarity. This is really the end that needs to be handled well and seamlessly through a process of cogent communication.

     

    STAR News is a thought. The thought of a channel can be a potent one. It starts with the name at hand, and goes on to attach to itself a host of other meta-tags that bring to mind the memory of a channel that is an intrinsic part of compelling and credible viewing experience.

     

    The brand to that extent is plenty. It is a name. A slogan. A symbol. A colour. A character. A personality. A charisma. An image. A reliability. An emotion. A passion. A perception. And lots more. ABP needs to handle each of these. With kid gloves, speed and scientific brand action.

     

    The author is a brand-expert and CEO, Harish Bijoor Consults Inc.

    Twitter.com @harishbijoor

     

  • Differences have been simmering between the ABP and Star India groups with the latter choosing to opt since it couldn’t exert control without majority shareholding

    Mediaah!: So what let to the Star-ABP split? Will Star start a new news channel?

    By Pradyuman Maheshwari

     

    In many ways, Mediaah! owes its existence to the controversies around Star. Many moons ago – in July 2003 to be precise – the network was facing rough weather from rival interests on the issue of foreign equity in some of its ventures – especially news and radio. Most pro-FDI media entities were muted in their response, and realising that it was necessary to have an independent and active media observatory, I set up Mediaah!.

     

    Given the pains that both parties went through to get together in their early days, it’s sad to learn of Star withdrawing its branding from its news channels managed by MCCS, an joint venture with the Ananda Bazar Patrika (ABP) group. No, Rupert Murdoch hasn’t exited the Indian news TV business. Star will continue to be a 26 percent partner in MCCS, but the only difference is that the channels will no longer be prefixed Star, but ABP. So: ABP News, ABP Ananda and ABP Majha.

     

    Before the Kolkata-based Ananda Bazar Patrika turned majority (74 percent) shareholder (in September 2003), there was a time when the Star News was part-owned by folks like Kumarmangalam Birla, Vir Sanghvi and Suhel Seth.

     

    So what led to this divorce? The reason that a Star India communiqué says is:

    “Given the current regulatory environment and structural issues ailing the Indian cable and satellite television market and the news genre in particular, Star took this extremely difficult decision to withdraw its brand from the genre. Star, ABP and MCCS sustained this affiliation for a lengthy period of 8 years and Star is grateful to its partners, ABP and MCCS for acting as guardians for the Star brand during this period.”

     

    The communiqué adds that this was “one of the steps proposed to be taken by Star in its endeavour to refocus and re-energize the core strength of its business viz. general entertainment channels”.  Note the choice of words in this carefully drafted statement. Announcements of this nature have been subjected to various checks, so you’ve got to read between the lines.

     

    Hence it’s possible that Star might withdraw entirely from the venture. But what’s this bit about re-energizing the core strength of its business – GECS… Star recently exited Hathway, a cable TV company where it had minority stake. Could it therefore also move out of Tata Sky?

     

    Meanwhile,  given the regulator environment cited for withdrawl, does it mean that Star will not return to the genre? Also, there has been no change in the regulatory framework in the last 8 years… why this shift in thinking now?

     

    My questions to Star India have not been answered, but from I understand, yes, the restriction on ownership is the real reason. Star, my sources tell me, wanted greater control of the network (which is impossible with minority control). Since it already handled distribution, it also wanted to look at other non-editorial operations – specifically sales. Star now leads the sales effort for NDTV.

     

    Even on content, Star wanted some say. As the channels bear the Star branding, there have reportedly been occasions when the GECs have lost business due to what’s aired on Star News. Since the Star brand is well-known, the network’s top brass would often be at the receiving end from governments and private corporations.

     

    The problems have been simmering for a bit. Star was apparently unhappy that ABP launched a Bengali GEC to counter its own Jalsha and ABP in turn was said to be upset when Star chose to handle sales for NDTV. MCCS insiders also tell me that these differences were cramping their work and impacting the company’s desire to grow.

     

    “It was an ego battle,” a senior manager told me adding that I shouldn’t be surprised if Star were to come up with a rival channel a year from now. There could be issues on that score though. There is apparently an 18-month cooling off, no-compete period. But, of course, the new channel needn’t be christened Star News. Also, Star India is said to have served the notice on ABP in January this year, so 18 months is just a year away.

     

    Remember, Star India CEO Uday Shankar was CEO of MCCS, a role that he took on after many years as a journalist and editor, and from he has told me in the past that he isn’t happy with the way Hindi news channels were doing (in content) and wouldn’t mind going in for a news channel if and when possible.

     

    So what next?

    MCCS staff is happy to be part of the ABP group, known for its progressive outlook and emphasis on quality deliveries. Not that Star isn’t that, but the ABP group is known to be a fair employer. What they are worried about is the immense challenge that Star News will face with the rechristening. In fact, given that it’s been doing rather well in the TAM ratings roster, this development is a blow. Even MCCS CEO Ashok Venkatramani, in his interview to MxMIndia, concedes that while Majha and Ananda were popular prefixes, the new identity for Star News will be a challenge.

     

    The ABP News logo is ready was unveiled to the staff, with an advisory that it should not be leaked out. Bossman Aveek Sarkar is said to be keen that the switchover happens even before May 31.

     

    My own sense is that Star India will eventually get out of the jv entirely. MCCS is now profit-making and it aggregated sales of around Rs 300 crore in the last fiscal. Private equity players may invest in the enterprise but will be a little wary of how much the Star exit from the brand will take away from the company’s shine?

     

    The brands may take some to regain their shine, but the one thing that is certain to grow at the all-new ABP News channels will be quality journalism. That much one has to grant the Sarkars.

    As for Star, remember Rupert Murdoch is essentially a newswallah. So’s Uday Shankar.

     

    Buzz me if you have a story to tell. Confidentiality assured. There are various ways you can reach me:

    pradyumanm[at]mxmindia.com, BBM 23050B5D, Gtalk pradyumanm@gmail.com, Twitter @pmahesh and of course the mobile: 98338 76278.

     

    Disclaimer: Although he is CEO and Editor-in-Chief of this site, Pradyuman Maheshwari’s views in Mediaah! are not necessarily those of the rest of the team and MxMIndia.com. And decidedly not those of the sales team 🙂

     

  • Positioned as the first action entertainment channel, the channel is slated to launch by end of Q1FY12-13

    Reliance Broadcast & RTL name JV channel ‘Thrill’

    By A Correspondent

     

    BIG RTL, the television joint venture between Reliance Broadcast Network and RTL Group, has named its soon-to-be-launched action channel Thrill.  The thematic action channel, positioned as the first action entertainment channel, is the result of a detailed audience mapping and insight mining among Indian audiences to determine entertainment need gaps. The joint venture channel will address this need gap and serve the very best of international content from across the globe, dubbed in Hindi. The channel is slated to launch by the end of the Q1FY12-13.

     

    With several options to choose from, the internal team set out to test names with the potential core target group: male audiences across metropolitan and non-metropolitan areas in the Hindi-speaking markets. With focus groups spread across the country and moderators mapping feedback closely, Thrill emerged as the hands-down winner for the name for the channel. The name is easily comprehensible across all social strata and encapsulates the core values of the channel – ‘daring’, ‘action-packed’, ‘electrifying’, ‘sporty’, ‘challenging’ and ‘adventurous’.

     

    The core viewers of the channel would be Thrill-seeking males in the age group of 15-44 years, who are action and adventure lovers.

     

    As part of the plan to offer a diverse programming mix, the channel has signed strategic deals with various leading international content providers for successful global formats and series across a variety of genres: action reality, action thrillers, fighting and wrestling championships, shocking, never seen before films, extreme sports, late night entertainment and a robust library of hit Hollywood action movies, all dubbed in Hindi.

     

    Speaking on the occasion, Mr. Tarun Katial, CEO, Reliance Broadcast Network Ltd. said, “We are excited to offer India its first action entertainment channel, Thrill which will showcase world-class international content, dubbed in Hindi. The channel fills a need gap that exist in the entertainment landscape and we are confident that our proposition, backed by consumer insights, will resonate excellently with viewers and marketers alike.”

     

    BIG RTL has already teamed up with Reliance Digital TV, India’s leading direct-to-home service provider, to distribute Thrill, giving the channel access to 30 lakh digital television homes across India and the channel is in the process of closing deals with other operators. This partnership marks the beginning of the quest to extend BIG RTL’s top-of-the-line content to maximum audiences across the country. Thrill will be distributed as part of a 7 Channel robust bouquet of Reliance Broadcast which includes BIG CBS Prime, BIG CBS Love, BIG CBS Spark, BIG CBS Spark Punjabi, BIG MAGIC and UTV Bloomberg.

     

    The present joint venture marks RTL Group’s entry into the burgeoning Asian television market and is Reliance Broadcast Network’s second international joint venture, following on the heels of its successful joint venture with CBS Studios International.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. It houses the following verticals: 92.7 BIG FM, BIG CBS- a joint venture with CBS Studios International which has launched four channels, BIG CBS Prime, BIG CBS Love, BIG CBS Spark and Spark Punjabi. Added to this robust bouquet, the Company also distributes Bloomberg UTV, India’s premier business news channel.