MxMIndia

Category: TV

  • Mayank Shah, Group Product Manager, Parle Products tells MxMIndia about using digital as a core medium

    Jaldi 5 with Mayank Shah: ‘When you use digital, it becomes participative’

    Parle-G recently launched its recent campaign on the digital medium in two phases, Teaser and Launch Phase. In first phase the company released three teaser videos on YouTube, Facebook and Twitter on 30th December, 2012. Along with this they also ran a contest on Twitter with the hashtag #Ifiwereaparent.

     

    In the second phase, the new TVC “Roko Mat Toko Mat” was launched online and went on-air recently. The new concept revolves around “Aao Banaye Kal Ke Genius”. MxM India spoke to Mayank Shah, Group Product Manager, Parle Products for more insights into using digital as a core medium.

     

    01. Why did Parle G choose to employ digital so extensively?

    The importance of digital medium is increasing. However, if you look at the penetration and reach of digital media, it has not reached the level where FMCG brands can actually think about using it. Honestly, if I was doing a regular campaign I would not have thought of using this medium. We used it because this is not a regular campaign. It is more like a movement we are talking about. we are talking to parents and bringing a change in mindset is what we are talking about. The campaign is more participative or interactive rather than a one-way communication where brand talks to the consumer. When that is the idea, the medium becomes very important. Here we are talking about providing an interactive and participative platform to our consumer to come together to own a philosophy and a movement that is about allowing kids to do what they want, nurturing their creativity.

     

    This is why we have launched our campaign through digital.

     

    02. Has Parle G used digital medium before for its campaign for a participative and interactive communication?

    Not so extensively. It was huge but not as extensive as this campaign.

     

    03. Would you say that measuring effectiveness of digital is easier compared to other media?

    It is far easier to measure effectiveness of digital medium used than mass medium. Integral mass mediums, the only surrogate you can use are after-sales recall or those kind of things. However, when you use digital, it becomes participative. You do not only use digital to propagate your message but also asking consumer to interact with you. You can see how many people are coming in and talking to measure the success of the campaign.

     

    04. For this campaign, what will be the communication strategy?

    We have broken our campaign with digital. And then a 360-degree campaign including outdoors in 12 cities across India. As I said, we broke the campaign with digital since this is not a regular campaign. In fact to drive crowd towards digital, we used other media such as outdoor.

     

    a What is the pie that digital commands in this 360-degree campaign?

    It would be roughly around 10 percent.

     

    05. Would you focus on brining out digital campaigns more often to engage and interact?

    There is no doubt that the importance of digital is going to increase. However, it might take some time before we look at it as a standalone platform. Today, FMCG and mass-goods manufacturers look at digital as a good supportive medium rather than the principal medium. We launched our campaign on digital, and used it in the first phase as principal medium only because the campaign was participative in nature.

     

    As told to Ananya Saha

     

  • By March 31, 38 more cities are scheduled to be digitized. Is our industry set?

    MxM Mondays: Are stakeholders ready for Phase 2 of Digitization?

     

    By Ananya Saha

     

    Even as the first phase of digitization has been lauded as a success, two (Kolkata and Chennai) of of the four metros (Delhi, Mumbai, Kolkata and Chennai) are yet to achieve 100 percent digitization. As per the notification, 38 cities with a population of more than one million are to be digitized before March 31, 2013. Are the stakeholders prepared? Presenting a cross-section of views (in alphabetical order of their last names):

     

    Phase II: 38 Cities that need to
    be digitized by March 31, 2013
    1. Bangalore
    2. Hyderabad
    3. Ahmedabad
    4. Pune
    5. Surat
    6. Kanpur
    7. Jaipur
    8. Lucknow
    9. Nagpur
    10. Patna
    11. Indore
    12. Bhopal
    13. Thane
    14. Ludhiana
    15. Agra
    16. Pimpri Chinchwad
    17. Nashik
    18. Vadodara
    19. Faridabad
    20. Ghaziabad
    21. Rajkot
    22. Meerut
    23. Kalyan-Dombivli
    24. Varanasi
    25. Amritsar
    26. Navi Mumbai
    27. Aurangabad
    28. Solapur
    29. Allahabad
    30. Jabalpur
    31. Srinagar
    32. Vizag
    33. Ranchi
    34. Howrah
    35. Chandigarh
    36. Coimbatore
    37. Mysore
    38. Jodhpur

     

    Anand Chakravarthy, EVP- Marketing and Business Head – BIG CBS Networks

    Kolkata was slow but it is almost there now. Chennai has had its issues. Delhi and Mumbai, which are bigger markets and have far bigger number of households, have been able to get there. As a broadcaster, and as a third-party observer, enough time has been given to everybody in the distribution space to get their planning together. The date 31 March was proposed two-and-a-half-year back. I think that is enough time for distributor to get their act together, and to recognize opportunity not just for broadcaster and advertisers but as an opportunity for themselves. I think the big MSOs have seen the opportunity and they have done what was required in Mumbai and Delhi. In all the markets in Phase 2, you have real distribution players. Our sense of ground is that most of the distribution players are clearing by starting to export STBs three-to-four months back itself. I believe that in key markets like UP, MP, Gujarat, Punjab, digitization will happen as scheduled may be a couple of days up and down possibly. The ground realities are always going to change closer to the date. My assumption is that it will close between March 31 and April 30.

     

    Phase I of digitization has been a great enabler for our channel, especially the English channels in the four metros. Both Love and Prime have grown significantly. With the HSM markets getting digitized, we realize that numbers will grow given that there is a large number of audience out there. Digitization removes the distribution advantage that large bouquet channels have. In terms of reach, any advantage that your competitor has will get nullified due to digitization. And that will help in greater viewership and reach for few channels like ours. As we get to reach more markets, share will automatically improve.

     

    In accordance to DAS regulation, all broadcasters have made certain business plans keeping in mind that digitization will happen by a certain date. If by chance, there is fairly long delay in implementation, it will impact all broadcasters’ plans. All PnL’s made in accordance to this deadline will get completely changed. It is important that the time frame is adhered to and any delays are reduced as possible. Not only broadcasters, it will impact MSOs who will get higher revenues from LCOs since every subscriber will count. For advertiser, our channels do not only imply ‘reach in top eight metros’ since we will be available across country. Thus, advertisers get a larger footprint.

     

    If the deadline is adhered to, it will be a game-changer for everyone in the industry.

     

    Anuj Gandhi, Group CEO, IndiaCast

    As broadcasters, we are ready for Phase 2 of digitization. If you see, DAS Phase 1, it was in November that most of communication and other work got done. This time, getting the agreement between stakeholders, which was a challenge in Phase 1, is not there. Broadcaster- MSO deals have been set for Phase I, so the same has to be duplicated for Phase 2. Similarly, there has been precedence when it comes to announcing the packages. It is much easier, thus, play in that sense. The bulk of consumer awareness happens mostly in the last 60 days or so. As far as communication is concerned, IBF has written to all broadcasters. Some of the news channels are running the scrolls in these 38 cities. So, the awareness is already on.

     

    The challenges might be on the financial and hardware side for the MSO.

     

    Ashok Mansukhani, President, MSO Alliance

    Yes, the deadline is achievable. There is a great consumer demand, and there is a great desire to catch up with the metros. The only question is the availability of STBs, which has to be organized in terms of funding, infrastructure and customs permissions. Otherwise the target is definitely achievable. Most of the MSOs have already submitted their plans to the government and have taken the necessary funding from their promoters or shareholders.

     

    Roop Sharma, President, Cable Operators Federation of India

    The addressability issues of Phase I are yet to be solved. Phase I has been a failure, how do you expect Phase 2 to succeed? Digitization is not only about installing STBs, it is about digitizing the processes as well and it is has not happened. As we move towards, Phase 2 deadline, the LCOs are not being invited to the meetings. The government is protecting the interests of private players. Why is the government not revealing the taxes collected through digitization in the metros?

     

    Uday K Varma, Secretary, Ministry of Information and Broadcasting

    I think it is well on track. The beauty of digitization is that it is market-friendly. We have got the basic data. We are holding regular meetings with the stakeholders. We are reconstituting the taskforce, which will oversee the whole thing. We are quite sure that we will be able to meet the phase 2 deadline. I am satisfied with the progress. There are many cities and towns in phase 2 of which 70-80 percent is already digitized. This is quite a large number where digitization has taken place already. It is not a step that has to begin afresh.

     

  • India's biggest cricketing spectacle will entertain TV viewers fans with both SD and HD feeds

    IPL 2013 to be simulcast on Max and Sony Six

    By A Correspondent

     

    This year, the cricketing extravaganza that is the Pepsi Indian Premier League 2013 (IPL) will be simulcast on both Max and premium entertainment sports channel Six, Multi Screen Media (MSM) has announced.

     

    Viewers have the choice of watching the IPL on a Standard Definition (SD) feed on Max and a High Definition (HD) feed in English and a SD feed in Hindi on Six.

     

    MSM COO N P Singh said, “With the simulcast of The Pepsi Indian Premier League 2013 on Max and Six, we aim to reach out to millions of more viewers spanning the nation. Through this, we hope to take the popularity of the Pepsi IPL 2013 to the next level. We look forward to another exciting IPL season full of last ball finishes!”

     

  • BIG RTL Thrill, the action entertainment channel targeted at male audiences with the tagline Action Ka Baap, has opened to a phenomenal response among male audiences in Uttar Pradesh as it opened at 11.59 GRPs

    UP men Thrilled by Big RTL’s action channel

    By A Correspondent

     

    Big RTL Thrill, the action entertainment channel targeted at male audiences with the tagline Action Ka Baap, has opened to a resounding response among male audiences in Uttar Pradesh, with 11.59 GRPs. The channel displays high male affinity ahead of established regional and national players in the market as per the TAM ratings (Week 51, CS 15-44 SEC N, UP ALL).

     

    With a majority of television channels showcasing content that is targeted towards women, Big RTL Thrill addressed the need for a male-oriented channel with a choice of international action content dubbed in Hindi from around the world. Key shows on the channel include Fear Factor…Darr Se Takkar, Cobra 11…Highway Ke Rakshak, and Criss Angel…Magic Ya Sach which have emerged as the top-rated shows.

     

    According to the data, the channel enjoys a better TSV of 18.99 in Uttar Pradesh which is greater than that of the competing channels in the region. Big RTL Thrill has a comprehensive and deep distribution coverage available over 200 major analogue and digital cable platforms in UP and on the Reliance Digital TV network combined with an extensive marketing campaign executed for the channel’s launch. This has resulted in an overall reach of 1153 million households, 586 from UP 1+.

     

    Sunil Kumaran

    Speaking about the channel’s opening, Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network Limited (RBNL), said, “We are very excited about the phenomenal response which the channel has received in its first two months. Our content mix, handpicked from across the globe, along with our massive integrated marketing campaign, has made the channel a hit with male audiences in the market. With a variety of new shows in the offing and Phase II of DAS also on the anvil, we are confident that Big RTL Thrill will find a better connect with a larger audience base across larger geographies.”

     

    Big RTL Thrill is a joint venture between RBNL and leading European Entertainment Network RTL Group.

     

  • Singing star Dhanush is to be the face of the awards, which will introduce new categories such as Best Promoted Movie, Best Entertaining YouTube Video and Best Entertaining Movie Trailer

    92.7 Big FM announces Big Tamil Entertainment Awards

    By A Correspondent

     

    Big FM is back again this year with the Big Tamil Entertainment Awards, its annual entertainment awards show catering to various fields such as Tamil Cinema, Music, Dance, Theatre, Television and Sports.

     

    This people’s award to recognize and acknowledge the contribution of talent in the Tamil entertainment industry is driven through on-air and on-ground activations by the radio network, and this year takes it a notch higher with south star Dhanush as its face.

     

    Partners in the awards include The Hindu (National Print Partner), Le Royal Meridian (Hospitality), Jaya TV (Television) and Skywalk (Mall).

     

    Commenting on the occasion, Ashwin Padmanabhan, Business Head, North and South, 92.7 Big FM, said, “The talent prevalent in the southern entertainment Industry is enormous. We wanted to seize this opportunity to establish a platform for talent across various fields to be promoted and honoured.”

     

  • Long before a film hits releases, its producers strike lucrative deals with TV channels. But what really happens after a film is sold to a channel?

    Big to small screen: Who benefits the most?

     

    By Kshama Rao

    with inputs from Ananya Saha

     

    When Sridevi’s English lessons premiered on Zee Cinema, the channel organized a press meet, probably the first time for a television premiere. Viewers eagerly awaited the arrival of Shashi Godbole in their living rooms. One of them, 67-year-old Shailaja Velankar, told her family to not bother her with housework or unnecessary phone calls during the film’s telecast. “I couldn’t watch the film in a theatre though most of my friends saw it,” she rues, adding, “Old age and weak knees make it impossible to go to a theatre these days. I normally don’t get excited by a movie screening but I heard and read good things about the film and Sridevi’s performance, so had to watch it.”

     

    Today, movie channels bring the best of Bollywood, Hollywood and dubbed south Indian films into our drawing rooms. Long before a film hits the theatres, its producers strike lucrative satellite deals with channels. Sometimes a producer sells one film or three (called a bouquet) at a time for a great fee and in all probability recovers most of his investment though these days channels prefer to wait and watch the film’s performance at the box-office before signing on the dotted line. Says an industry insider, a Zee TV-UTV deal on Joker, Barfi! and Heroine fell through when the former wanted to renegotiate after Joker’s damp b-o performance. Result: while they had to honour their commitment to airing Joker, they had to let go of Barfi! and Heroine. Today, satellite rights are an integral part of movie-selling and according to industry sources, big production houses have already begun to do away with liaising agencies and middlemen as they cut deals directly with the channels that benefit both the parties. “The idea is to sell three small films on the strength of one big film. For instance, a big ticket, big star film helps a production house to sell their smaller, average-business films too at a decent price,” says a source.

     

    Meanwhile, what happens after a film is sold to a channel? For how many years can a channel run it and milk it to its maximum? What are the dos and don’ts a channel follows after it buys a film? And what happens when the law of diminishing returns work, when a film dips after repeated airings? Vivek Sethi, Director, Primetime Communications noted, “The network buys a movie simply from commercial aspect. The channels acquire movies knowing well how much they can milk it for the network. They usually show it till the ratings keep pouring in. Filmy, as a channel, might not be doing good but as soon as Khosla Ka Ghosla is shown, ratings do shoot up.”

     

    A film is generally acquired for three to five years though Zee TV doesn’t settle for a contract anywhere between seven to 60 years. Once the film is sold, it can be run as many times as the channel wants it too. Says Neeraj Vyas, Executive Vice President and Business Head, Max and Sony Mix, “Well, the idea is to preserve the movie for the longest time possible once you acquire it. You need to know the market well, your viewership well enough to not kill a movie. No one repeats their movies in shorter intervals. The idea is to always increase the life span of a movie you have paid for so dearly and keep the library alive and kicking.

     

    “Movies like Ghajini and Jab We Met are great for TV but because they were sold across networks and shown repeatedly, their value did decrease as also it affected the ratings. Though we are extremely buoyant and bullish about the ratings we will get for Rowdy Rathore. It’s been a few weeks we haven’t got the TRPs but when we do, we are it would set a new record on TV.”

     

    Mr Vyas says the deal is always done for the network and not necessarily the movies-only channel, SET Max. “You acquire it for your network. It can then premiere on either Sony or Max. You have to gauge the market of a film, its potential and schedule it accordingly like putting it up around a big occasion, a festival etc.” Or when a rival channel is launching a new show? For instance, tonight as EV plays on Zee Cinema, the fifth edition of Nach Baliye launches on Star Plus. A media planner not wishing to be named said, “Colors or other GEC’s if they have decided to buy inventory, they typically think of GRPs. If I am number one channel, then i am claim in the market that i am number one, and give me the rights. Secondly, typically if a low-budget movie was shown on more than one channel of a group like a Zee and then Zee Movies, then they get a group advantage.”

     

    Says Jayantilal Gada, CMD, Pen India Pvt Ltd (the exclusive agency for Zee Network movie business), “The reason we picked up English Vinglish is because we were confident of the film, the content is just right for our channel. It has the potential to draw in the audience even after seven years! Two hundred films release in Bollywood every year. Out of those, 40 are pre-sold and 160 after its release depending on how they have fared at the box-office. The deals vary from film to film, no one formula applies to all. Before we buy a film, we consider three factors, the set-up, the release date of the film in theatres and the approximate time when we will get the film to run. Earlier, we had to wait for at least a year or two after its release to show it on TV but these days within months we get it. A lot has changed in the satellite rights business in the last 20 years. Today, for instance, a Salman Khan film sees not a 10 or 20 per cent rise in the pricing but a 100 per cent hike!”

     

    He adds, “With Zee, we are sure we don’t want any adult films as we have always been a family channel. Also, a premiere is always on Zee Cinema, our movie channel, and not Zee, our GEC.” But wasn’t the Hrithik Roshan-starrer Agneepath which premiered a few months ago on Zee Cinema too violent for the taste of a family audience? “Well, Sholay when it was released in 1975 was considered violent and Agneepath is today’s Sholay!”

     

    Mr Gada says while the presence of a film star may be crucial for its opening weekend, on TV there are no such worries. “The content is important. For instance, Ajay Devgn’s Singham will do better than his Rascals or an Ek Tha Tiger might bring in more ratings than a Bodyguard. A 3 Idiots never fails to get the audience. The initial rating is important but woh film agli baar kitna rating laayegi doesn’t really matter.”

     

    Which genres work better? Which stars are the audience-pullers? Looking at what’s played today ad nauseam – be it Ready, Rowdy Rathore, Dabangg, Singham, Golmaal, 3 Idiots, it looks like comedy and action work better. “Absolutely! Comedy and action fare extremely well. Salman is right up there though everyone is stacked up more or less the same way on the movie charts. The idea is to pick popular films. Having said that, a Zindagi Na Milegi Dobara may have been critically acclaimed and done well in the theatres but it has not done necessarily well on TV because the ratings come in largely from the people in the interiors and they may not identify with the sensibility of the movie. A Rowdy Rathore, for instance, is expected to cut across all markets, especially the interiors,” says Mr Vyas.

     

    Even adult films are a no-no. Says a source wryly, “Actually, except for the Bhatts and Balaji Telefilms, the no-showing of adult films makes no difference to any producer! The Dirty Picture had to suffer severely, first when its premiere was called off by Sony and later when it showed but with massive cuts! The I & B Ministry and the Censor Board are working towards making it mandatory for adult films to be shown after 11 pm and if that happens, then the channel might as well not touch the movie!”

     

    Coming to dubbed films, the channels say that they are largely used as fillers. “They are not the TRP drivers. If you get the feeling that movies like Don No 1, The Super Khiladi, Tapori Wanted, Pratighat The Revenge, which is the original Rowdy Rathore, are being repeatedly shown then it’s because south films more or less follow the same template of maar-dhaad and blood-curdling violence. And the dubbed lines which sound extremely funny are actually a hit with children!” says a channel spokesperson on the condition of anonymity.

     

    Last but not the least, what’s the deal with the sponsors? Is it just for the premiere and is a new deal struck every time a movie is aired? Says Mr Vyas, “Deals keep changing with every movie, every run. If the sponsors have tied up only for the premiere, then there is a premium to pay but if it’s a package of other activities on the channel they have signed up for, then it’s a different deal.”

     

    “If as an advertiser, the movie has relevance to my target audience or brand ambassadors like a Katrina Kaif or Hrithik Roshan, they will definitely advertise no matter on which channel it is airing. Secondly, the FMCG has to put money on the big movies being aired because it is competition to them. So there is no additional incremental rate for that. Usually the channels set a benchmark, for example Rs 20-30,000 for a 10-second spot in English Vinglish and Rs 1-1.25 lakh for Dabanng, apart from sponsorship and associate sponsorships. They definitely get their revenues. They might get higher revenue for a Dabanng compared to English Vinglish because of the star cast, and also because movies like Dabanng do well in the North belt,” noted another Delhi-based media planner. All said and done, movies on TV keep everyone happy – the producer who recovers part of his investment, the channel who fetches ratings and a bit of ‘glamour’ as it picks exclusive films, and the viewer who need not watch all the films in the theatre any more, given the expensive movie tickets and rising F & B costs.

     

    Says a source, who brokers deals between channels and producers, “Today channels have deeper pockets. Earlier this year, Star TV bought 500 titles from the Colors library for Rs 400 crore! It was a win-win situation as Star got some great films while Colors got Star to monetize some of its content and ease its debts.” Now with Star TV picking up Dabangg 2 for a reported Rs 35-40 crore and Kamal Haasan looking at releasing his bi-lingual 90-crore magnum opus Vishwaroopam on DTH first, things are only looking brighter and bigger for the satellite TV market.

     

    By the way, stock up on the popcorn, dim the lights, coordinate your loo visits with the ad breaks… because the film is about to begin.

     

  • The BBC's international television news channel, BBC World News, is unveiling a dramatic new look next week when it re-launches from new studios in central London

    BBC World News launches new studios, programming, presenters

    By A Correspondent

     

    Fresh from announcing new distribution deals in the US and Burma, the BBC’s international television news channel, BBC World News, is unveiling a dramatic new look next week when it re-launches from new studios in central London. The channel will feature a refreshed line-up of programmes and presenters, and will be investing heavily in additional newsgathering capacity around the world.

     

    From midnight GMT on January 14, the channel will broadcast from new state-of-the-art high-definition studios in the BBC’s new London headquarters, the redeveloped Broadcasting House. BBC World News is the first English language channel to go live from the new building.

     

    BBC World News journalists will be at the heart of ‘the world’s newsroom’ where the BBC’s UK and international journalism teams have come together to provide output across digital, radio and television and 27 different languages, reaching an audience of 239 million people around the world each week. Eventually, 6,000 people – more than a quarter of all BBC staff – will be based in Broadcasting House, one of the world’s largest broadcast complexes.

     

    The channel will also debut new on-air talent including Yalda Hakim, one of Australia’s brightest international journalists, who has joined the channel as a current affairs correspondent and presenter for a new weekly current affairs programme. BBC World News has also announced that long-time BBC News presenter and reporter Jon Sopel is joining the channel to present Global with Jon Sopel, a new weekday international news programme.

     

    Richard Porter, Controller of English for BBC Global News, said, “BBC World News is kicking off the new year with an entirely new look and feel. From virtual reality capability to full HD production, new presenters and a programming line-up that goes from strength to strength, BBC World News audiences will have access to not only the best, most dynamic journalism in the world, but also the latest technology to enhance storytelling and bring viewers inside the stories that shape our world.”

     

  • Kamal Haasan postpones the Vishwaroopam launch but says he will not his DTH partners

    Kamal Haasan puts off Vishwaroopam launch, will not pull out from DTH release

    By Sangeetha Kandavel

     

    Rumours floating online suggested on Tuesday that actor Kamal Haasan would drop his controversial move to release ‘Vishwaroopam’ on DTH as well as postpone its theatrical release. As of Wednesday, with Haasan addressing the media, at least one of those rumours seemed to have come true.

     

    The South Indian star said he was postponing the launch of his magnum opus, reportedly made at a cost of Rs 95 crore, while at the same time insisting he wasn’t going back on his DTH plans.

     

    “I will announce Viswaroopam’s release date. I will decide,” said Haasan, answering in the negative when asked if he was pressurized into this decision.

     

    Haasan’s plan to launch his movie on the DTH platform had raised a storm, with a section of theatre owners threatening a boycott of the film. They fear DTH will eat into their business as also give rise to piracy. Haasan has been saying he signed up a sizeable number of theatres already.

     

    This correspondent tried to speak with industry people, including theatre owners and DTH service providers, but they weren’t available for a comment immediately. “I will give them both (DTH and theatre) equal status and come on the same day,” Kamal Haasan said at a meeting at his office in Chennai. It wasn’t clear if he meant that DTH and theatrical release would happen at the same time. Because, according to the original plan, the DTH release was supposed to happen the night before the theatrical release.

     

    “I will not leave my DTH partners. Movie will come on DTH. Friends have requested that premiere should happen on same day. Will think and take a decision as this is my product,” he noted. DTH players, including Sun DTH, Dish TV, Airtel DTH, and Reliance DTH, have decided to stop taking bookings for the pay-per-view show that was to be telecast on January 10.

     

    He has also cautioned that he would be filing cases against people who have threatened to block the movie or show it in clubs and bars. Kamal Haasan said, “I am doing a honest and legitimate trade. No one has the right to stop me from going ahead. I will take legal action on those who threaten me and who try to prevent me from doing this. Do not take my kindness for confusion.”

     

    The DTH release was priced at Rs 1,000 in a pay per view model. When asked whether the same pricing would be followed, the actor said he would look into that and take advice of industry peers.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

    Photograph: Fotocorp

     

  • The stage is set for the launch of Big Fame Star, a reality show that will showcase talent from India's hinterland

    Big Fame Star set for take-off

    By A Correspondent

     

    The stage is set for the launch of Big Fame Star, a reality show that will showcase talent from India’s hinterland. Big Magic and Spark Punjabi, the regional general entertainment channels from RBNL are all set to roll out promotional activities and initiatives leading to the launch of the show.

     

    To be flagged off in the second or third week of January 2013, the show will offer the youth a platform that has never been attempted before in these markets.

     

    Elaborating on the concept behind the initiative, Sunil Kumaran, Business Head – Language TV, Reliance Broadcast Network Limited said, “Big Fame Star is a fairly large initiative from our end that is concentrated around Punjab and central India comprising UP, MP and Bihar. This is a proposition from our end to provide a platform to the youth from these regions to come and showcase their talent like singing, dancing, acting etc wherein they have spunk in them to become a big star.”

     

    On the unique distinction that this initiative seeks to offer, Mr Kumaran said, “What is unique about this show is that we are going fairly deep into the region and not just staying on top of the surface with cities like Kanpur, Lucknow etc. If you look at the space that we operate in – Big Magic in central India and spark Punjabi that operates in the Punjab region, our philosophy has always been to be strongly rooted with a good understanding of local insights and nuances. A show like Big Memsaab that we did recently is one such example that was centered around these markets and which received fantastic response from the masses as well. In fact it was the highly rated show, according to ratings released recently.”

     

    Throwing light on how the initiative will pan out across verticals, Mr Kumaran said that while Big Magic will cater to audience in central India region, they would be running a parallel initiative in Punjab as well through Spark Punjabi. “While the concept will stay the same we will be doing the initiative in both the markets separately. We should be kicking off the initiative in the second or third week of January – call for entries, registration, promotion etc. This will be followed by other phases that this project will have to go through until it reaches the final stage. All in all, it would be a six-month-long activity that we have planned for the show. Also, we are a very large media entity spanning the mediums of radio, television, digital etc so we would be leveraging these mediums to create a salience for this initiative.”

     

    In fact the show has been garnering strong response from the marketing fraternity as well who are keen to play an integral part in these regions. Asserted Mr Kumaran, “A show like this is a good opportunity for brands as it allows them to penetrate into these new markets and also provides them an ability to actively engage with the youth from these markets. We are in dialogues with a few marketers and they have shown some good response towards the same.”

     

    Hopeful that the initiative will receive a good response, Mr Kumaran says that the goal going forward would be to keep identifying such need-gaps in these markets and keep catering to their needs. “Going forward we would be doing a lot of similar initiatives and also fictional shows which will be strongly related to the region. Currently we are focussing on existing markets but we would be getting into Bihar with a specific feed. We would be coming out with Big Magic Bihar in the current quarter. As we progress we would be looking at venturing into other markets as well.”

     

    Television actor Gurmeet Choudhary and actress Tisca Chopra will judge participants. Following the local auditions, 50 contestants from each region will be shortlisted to participate in the mega audition, and 16 finalists will be selected per region for the galas, with on-ground auditions to be held across 12 cities in Central India and 6 cities in Punjab.

     

    See also: http://www.mxmindia.com/2012/12/big-fame-star-provides-talent-opportunity-in-punjab-central-india/

     

  • Music channel MTunesHD is set to scale up its content library this year in an attempt to offer differentiated programming

    MTunesHD to scale up content library

    By A Correspondent

     

    Music channel MTunesHD plans to scale up its content library even while offering differentiated programming in a digitized era, notes Saravanan P, CEO of Pioneer Channel Factory, the channel’s promoters.

     

    Reflecting on the past year and sharing the agenda for the way ahead, Mr Saravanan P said:, “2012 was both satisfying and encouraging for MTunesHD. We’ve delivered an experience of watching Music Like Never Seen Before with a series of programming innovations like ‘On The Streets’, ‘AlterNative’, ‘Trending20’, exclusively airing Gangnam Style to rounding up the year with Bollywood’s Top 100 of 2012. With the right mix in programming and strategic selling, we’ve sustained pole position over few weeks among core TGs for music channels and seen higher inventory consumption than competitors. Extended reach, inclusion of global audiences, scaled up content library, digitization, continued differentiated programming and several other enhancements lie ahead for MTunesHD in 2013 to make viewers and advertisers feel the music.”

     

    Starting the year positioned as the channel that is ‘UNbelievable’, MTunesHD has seen programming innovations like MConnect, MBox, Handmade, Kal Ka Superhits amongst others.

     

    Keeping differentiation at the core of programming policy, Sunil Sahjwani, Group Creative Director of Pioneer Channel Factory says, “2012 has been a creatively fulfilling year for us at MTunesHD. In ‘AlterNative’ – our segment dedicated to non-Bollywood hits, we aired Gangnam Style exclusively in India. Launching with Gangnam Style, ‘On The Streets’ went on to make the common man have fun and dance to popular Bollywood tracks. ‘MOriginals’ featured hit Bollywood songs performed in unique styles like ‘A Capella’ where sounds are created through voice, with several other styles to be unveiled in the new year. ‘Trending20’ is the only countdown show formulated using viewership data. We launched ‘Off The Record’, a biopic series with a unique perspective on the life of singers and music directors. ‘AsliVoice’, introduces the video by a tete-a-tete with the singer and a few lines sung by them. And rounding up the music scene from across the country, ‘Gig Guide’ showcases music events in key metros. We ended the year with a tribute to the ‘Bollywood Top100 of 2012’. In the new year, fresh renditions of these existing properties and exciting new properties such as ‘MBio’, ‘MTrivia’, ‘MShots’ and ‘Back To Back(B2B)’ that deliver music like never seen before, will add spice to the channel and make the competition feel the heat while our viewers Feel The Music!”

     

    Giving his perspective on selling a niche channel in a mixed market where even GECs play music, Bala Iyengar, Business Director of Helios Media who manage Sales & Marketing for the channel commented, “Acquiring a list of advertisers across key categories like FMCG, Automobiles, Beverages, Accessories, Electronics, Mobile, Sportswear has been an uphill task. Carefully balancing the programming and business objectives was the major challenge. With innovative properties like Trending20 by Airtel, MFeatures by Sony Bravia and most recently Bollywood’s Top 100 by Sony Vaio, we’ve established the perfect balance between inventory and concept selling. We will continue to lead with innovation in programming and the way it is sold, while reaching out to a wider audience, in 2013.”

     

  • Come Saturday, she’s going to be the new star of the country. Mumbai homemaker Sunmeet Sawhney is the new KBC Rs 5cr jackpot winner

    Sweet smell of success for Sunmeet

     

     

    By Kshama Rao

     

    This Saturday, Sunmeet Kaur Sawhney will become the first woman to win the panchkoti gyaan kumbh of Kaun Banega Crorepati. The homemaker from Mumbai (originally from Chandigarh) is naturally pleased to have “made a name” for herself with the Rs 5 crore win. “My husband firmly believes that women should make a name for themselves. And I have made him proud,” says the mother of two daughters.

     

    Sony Entertainment Channel which is at Number 4 on the GEC chart this week couldn’t have better timed this victory as this Saturday the show (which enjoyed a TRP of 3.5 in the last week of December) is likely to face its stiffest opposition in the form of the Bigg Boss finale and Nach Baliye 5 (which has already opened pleasantly). Says a channel insider, “We are going all out to promote Sunmeet’s episode and it’s a great victory, something viewers will definitely enjoy watching. Whenever there is a big victory and especially if it’s an underdog – in this case, Sunmeet is a 12th pass housewife – people love to watch it. Of course, at the end of the day, we can only hope to garner more eyeballs because these days you never know which way the viewership will go given the other programmes on weekends.”

     

    Ratings apart, Ms Sawhney’s victory also comes at the right time with the Delhi rape case hitting the morale of women to an all-time low. Ms Sawhney says she can only hope her victory could bring a ray of hope for her ilk.

     

    Rahat Taslim

    Winners of previous editions of KBC are happy for Ms Sawhney’s success. Says Rahat Taslim, who won a crore in Season 4, “Right now, I am putting together my own ladies’ garment shop in Jharkhand which I plan to launch in March. When I read about Sunmeet’s victory, I was more than happy because she won five crore and that’s a huge achievement. Right now, the women of our country are not feeling good about the way things are going after the Delhi rape case and so I feel Sunmeet’s achievement is every woman’s achievement.”

     

    Taslim believes that women of this country haven’t had easy “with so many prejudices and age-old customs and traditions like the purdah that only hamper their progress. I have gone through a lot myself and feel extremely fortunate to have participated in KBC which changed my life. I got about 70 lakhs of the prize money after tax deduction and it helped me a lot in starting a new life. But yes, I feel I could have won more if I was better prepared.”

     

    Anil Kumar Sinha

    Anil Kumar Sinha, a 2011 ‘crorepati’ from Patna, agrees with Taslim. “KBC changed my identity. Earlier I would be known by the bank where I worked and now it’s the other way around. I feel Sunmeet despite being a Class 12 pass and a housewife really showed how passion and a little bit of luck can take you far.” Raina says after KBC, he’s become a volunteer of sorts to anyone and everyone who wants to try their luck at the hot seat. “I get calls every day asking for tips and advice. Recently, there was a person from Coimbatore who was low on confidence. He called me up and asked me for help and I am happy he not only landed on the hot seat, he also won six lakh, forty thousand rupees. I hope a day comes when a contestant who I have guided wins a crore! That would be my biggest achievement. As for Sunmeet’s victory, I am proud of her and she could be hugely inspiring for other people, especially women.”

     

    With his prize money he says he bought a house. “I am also building a nursing home in the memory of my late younger brother.”

     

    Sushil Kumar

    The news of Ms Sawhney’s victory is sweet music for Bihar’s Sushil Kumar, the first to win five crores last season. “I am happy a woman has done that now. Right now, it’s heartening news for everyone who lives in this country after what we went through in the last few days. I spoke to Sunmeet and am happy for her.” Tell him that his big win last season was one of the major reasons that inspired Ms Sawhney to try her luck and he brushes it off saying, “It feels good when someone is inspired by you because I too am inspired by many people and their stories. So it’s an achievement for me when someone participates in the show only because I could inspire them. Sunmeet has shown that a big degree is not what you need but a desire to get knowledge and continue learning is what makes success possible.”

     

    Mr Kumar who tried his luck at a dance reality show after KBC says right now he’s happy being in his library which he has started with part of the prize money. “I have repaid loans, bought land and am building a house now for my family. I am happy.”

     

    Meanwhile, there is jubilation in the Sawhney household. The newest KBC jackpot winner couldn’t finish her graduation because she lived with her grandparents for most of her childhood and had to give up studies as her grandfather, who she was closest to, was diagnosed with cancer and wanted to see here married. I “dropped studies but my husband proved to be the best decision of my life as he encouraged me to dream big.” The homemaker, who’s been giving home tuitions after a surgery left her bedridden for a few months, says her students can’t have enough of her victory.

     

    And after this weekend, we are sure the nation too might find a reason to rejoice.

     

  • The TVC, featuring Lisa Haydon, was conceptualized by White Canvas and is being aired across prominent national channels

    Myntra.com launches new TVC

    By A Correspondent

     

    Living up to its chic brand image, Myntra.com, e-commerce platform for fashion and lifestyle products, has launched its new TVC for their ‘I love Sale’ campaign featuring model and actress Lisa Haydon. The objective of the TVC is to showcase the array of products available on Myntra during the popular End of Season Sale.

     

    The ad is a vibrant compilation of multiple short clips of the actress in a variety of Myntra apparel and accessories. The TVC targets those who love to shop by communicating the benefits of shopping with Myntra during the EOSS period highlighting that there is something for everyone – be it footwear, apparel or accessories.

     

    The TVC was conceived by White Canvas and is being aired across prominent national channels.