By Amogh Dusad
Extensive variety in offerings
India remains largely a single TV market. Therefore, a channel should offer an array of genres and appeal to all members of the family. Variety also ensures that viewers find the channel fresh and vibrant.
Extending beyond the TV screen
Gone are the days when television channels just aired promos and expected to keep viewers glued. The need of the hour is to create brand extension programs. It is also important to be a part of local festivals and important historic days which make the viewers feel closer to the channel – for example Christmas or Independence Day
Exclusive content – premieres
In the age of hyper-competition, it is important to be the first and the only one to offer great content /movies. Television premieres make the viewers look forward to channel announcements and promotions along with making the channel an exciting destination.
Enjoyable viewing experience
Watching a channel must be enjoyable for it viewers, otherwise they will simply move onto another channel. Therefore, it is essential that the content is showcased in a viewer friendly style to enhance viewing experience.
Engaging the viewer – starting conversations
A channel has to interact with its viewers to keep them glued to the channel. A consumer today is constantly bombarded with one-way conversations through print, outdoor, radio, and television but how much of it really resonates in their mind! One must engage with the viewers and remain in constant dialogue with them. Digital is great medium to create conversations.
Amogh Dusad is Programming Head, PIX