MxMIndia

Tag: Viacom18

  • Introduces a parent-focused mindset reorientation workshop to redefine success for the youth

    ‘MTV Question Marks’ campaign unveiled

    By Our Staff

     

    Leading youth entertainment brand, MTV, from Viacom18, has launched a new culture-defining youth campaigntitle ‘MTV Question Marks’. As a part of the  initiative, MTV organised a ‘mindset reorientation workshop for parents’ to reduce academic pressure on today’s youth.

     

    Speaking on announcing its latest campaign, Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset-shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.” To expand the campaign’s reach, MTV has forged strategic partnerships.

     

  • This includes all BCCI international and domestic matches in the period

    Viacom18 bags BCCI TV & digital rights till March 2028

    By Our Staff

     

    The Board of Control for Cricket in India has awarded Viacom18 the contract for media rights all its international and domestic matches from September 2023 to March 2028. As part of the process, an e-auction was conducted yesterday (August 31) where eligible bidders were permitted to participate to determine the successful bidder. India is expected to play 88 matches over the next five years. This includes 36 T-20 internationals, 27 ODIs and 25 Tests.

     

    Viacom 18 has acquired the rights  for a cumulative figure of Rs 5,963 crore, pipping Sony Pictures Network, by a few hundred crore. Disney-Star was third in the fray. The awarding of the contract is, as a communique from BCCI notes, “subject to execution of definitive documentation and completion of formalities as required by BCCI, and other obligations specified in the ITT being completed”.

     

    Viacom18, it may recalled, already owns the digital rights for IPL.

     

    Said BCCI President, Roger Binny: “The recent BCCI e-auction has unequivocally demonstrated the vigour of cricket in India. The remarkable journey of Indian cricket, its meteoric rise on the global sporting arena, owes its success to the unwavering trust that people have vested in the BCCI leadership and its dedicated workforce. With the staunch support and collaboration of every stakeholder within our cricketing ecosystem, I am confident that we will continue to propel the brand BCCI to uncharted territories on the global sports stage.”

     

    Added BCCI Honorary Secretary, Jay Shah: “It fills me with immense joy and a profound sense of pride to witness the remarkable growth of brand BCCI. Today’s e-auction has propelled BCCI into the upper echelons of per-match media rights valuation, marking a monumental stride in our journey. Throughout this process, we have steadfastly upheld the principles of transparency and fairness, ensuring that all stakeholders are treated equitably. I extend my heartfelt congratulations to Viacom18 for emerging successful in the e-auction, and I express my sincere gratitude to all the bidders who participated in this process. Their involvement underscores the industry’s confidence in India Cricket. I also want to acknowledge the role of market forces in reinforcing their belief and trust in us.

     

    Our underlying goal remains to strike a harmonious equilibrium between cricket and commercial interests. BCCI remains deeply committed to nurturing sports development in India through the medium of cricket. The revenue generated from media rights is an essential catalyst for nurturing grassroots cricket across the nation—a cause that resonates deeply with us. It’s the legacy we leave behind and the positive impact we create in our country’s cricketing ecosystem that truly matters.”

     

    Added N P Singh, MD & CEO, Sony Pictures Networks India, in a statement: “We extend our heartfelt congratulations to the BCCI for a transparent and efficient e-bidding process and to the winners for securing the bilateral media rights. Our disciplined bid was grounded in market forecasts and a long-term growth strategy. We remain committed to delivering top-tier sporting entertainment as we continue to see growing enthusiasm across various sports genres.”

     

  • First franchisee under the 'Roadies Rostel brand'

    Roadies Rostel & Viacom 18 launch theme resort in Amd

    By Our Staff

     

    Roostels India, in collaboration with Viacom18 Consumer Products, opens one of its kind experiential holiday staycation in India. Roadies Rostel in Ahmedabad in collaboration with Leisure ARC is the first franchisee under the ‘Roadies Rostel brand’.

     

    Through Roadies Rostel in collaboration with Leisure Arc, guests can look forward to an immersive experience and unmatched hospitality. They can also participate in various sports and leisure activities. The Ahmedabad resort also has 17 Roadies-themed rooms that have been specially designed, keeping the needs of today’s travellers in mind.

     

    Commenting on the launch, Amit Shah, Managing Director Leisure ARC, said: “We are delighted to be a franchise partner of Roadies Rostel. Our property has been specially designed to cater to the needs of adventure enthusiasts, and guests can expect comfortable accommodations with modern amenities, delicious local cuisine, and a vibrant community of like-minded travellers and explorers. Roadies Rostel Leisure ARC offers a unique experience and will be a popular weekend destination for people of Ahmedabad and attract backpackers from across the country.”

     

    Added Sachin Puntambekar, Business Head, Consumer Products, Viacom18: “We are thrilled to announce the launch of Roadies Rostel, in Ahmedabad. This is a significant first step in the journey of Roadies Rostel and we look forward to redefining the boundaries of hospitality and bringing the spirit of Roadies to the realm of travel and backpacking.”

     

  • Through its magnum opus 'Shiv Shakti – Tap Tyag Tandav'

    Colors redefines mythological marketing

    By Our Staff

     

    Colors has rolls out a marketing strategy for its mythological magnum opus  ‘Shiv Shakti – Tap Tyag Tandav’. Created and produced by Siddharth Tewary’s Swastik Productions, the show stars Ram Yashvardhan as Lord Shiv and Subha Rajput as Goddess Shakti.

     

    To spread the glory of the deities among their devotees, Colors created an on-ground buzz during religious events such as Ganga Dussehra and Maasik Shivratri.

     

    Speaking about the campaign, Sapangeet Rajwant, Head, Marketing and Digital, Hindi Mass Entertainment, Viacom18 said: “Colors takes great pride in crafting creative strategies that get the audience to notice and engage with the show. Bringing back the mythology genre after three years was a special milestone for Colors and so our marketing campaign was as simple as to connect with the audience in-person at the right place and at the right time that is during the holy events such as Ganga Dussehra and Maasik Shivratri. The objective was to have the viewers embrace our show as the biggest saga of universe’s first love story. We successfully sparked conversations around the show through temple visits, branding, giveaways and religious activities such as Mata Ki Chowki and Maha aarti. Our campaign garnered an overwhelming response from the masses, generating great impressions and reach.”

     

  • Motu Patlu is the favourite show on kids channels and Taraak Mehta the fav TV show

    Candy Crush is favourite kiddie game: Nickelodeon Awards

    By Our Staff

     

    The Nickelodeon Kids Choice Awards 2022 are set to take place on June 28 (that’s tomorrow). As per a release, the awards received 1.7 million votes.

     

    The film Pathaan emerged as the Favourite Movie, and Shah Rukh Khan earns the title of Favourite Movie Actor for his role. Kiara Advani bags the title of Favourite Movie Actor (Female), while Hrithik Roshan and Madhuri Dixit are declared as Favourite Dancing Star (Male) and (Female), respectively. The Favorite Sportsperson title is won by PV Sindhu, along with a host of special awards being presented to Ayushmann Khurrana, Kartik Aryan, and Bhumi Pednekar.

     

    Popular sitcom Taarak Mehta Ka Ooltah Chasmah maintains its winning streak by securing the title of Favourite TV Show for the eighth consecutive time, with actor Dilip Joshi once again taking home the award for Favourite TV Actor (Male).

     

    Momos take the crown as the ultimate favourite food among the generation, while Candy Crush Saga claims the title of the Favuorite Mobile Game. Nickelodeon’s Motu Patlu is the Favourite Show on Kids Channel, with Motu himself being the Favourite Indian Cartoon Character.

     

    Speaking on the massive response received for Kids’ Choice Awards 2022, Sonali Bhattacharya, Head – Marketing, Kids TV Network, Viacom18, said: “With year-on-year successful editions of the Kids’ Choice Awards, Nickelodeon continues to be the ultimate platform that puts kids at the centre of all that it does. This year’s edition garnered a record-breaking 1.7 million votes, proving that kids have been empowered to voice their choice. Our focus with Nickelodeon Kids Choice Awards 2022 was to engage with kids on all platforms where they consume content. By tapping into these touchpoints, we were able to drive inclusivity and participation to this one-of-its-kind award. We are delighted with the response and thrilled that we could meaningfully entertain our young audiences.”

     

    The Nickelodeon Kids Choice Awards 2022 will be hosted by Varun Buddhadev and have a digital simulcast on June 28, 2023 on various network platforms, including Nickindia.com and Sonicgang.com, as well as the social media platforms of Nickelodeon India, Sonic Gang, MTV India and Colors. JioTV will also air it.

     

  • Peacock Original Series and new movies will be available now on Jio

    NBCUniversal and JioCinema enter into a multi-year partnership

    By Our Staff

     

    NBCUniversal (NBCU) and JioCinema, Viacom18’s streaming service, have entered into a multi-year partnership bringing thousands of hours of NBCU films and TV series to India. This partnership significantly bolsters JioCinema’s program offering and ensures that their viewers will be able to enjoy titles from NBCU’s world-renowned content portfolio.  That portfolio is fueled by Comcast NBCUniversal’s powerhouse production entities and brands, which includes Universal Television, UCP, Universal International Studios, Universal Television Alternative Studio, Sky Studios, DreamWorks Animation, Universal Pictures, Focus Features, Bravo, and more.

     

    Fans of reality television will also be able to indulge in all the drama, laughter, and emotional highs and lows found in NBCU’s unscripted series. Encompassed in the deal are shows like the hugely popular The Real Housewives of Beverly Hills and Vanderpump Rules; in addition to Family Karma, which follows seven Indian-American friends as they navigate life, love, careers and expectations of their traditional families; and The Gentle Art of Swedish Death Cleaning, a transformational show – narrated by Amy Poehler – where three Swedes (an organizer, a designer and a psychologist), known as the ‘Death Cleaners,’ come to America to help people face mortality and remind us of all the ways we are alive.

     

    This partnership leverages JioCinema’s reach and expertise to introduce Indian audiences to the Peacock brand and NBCU’s portfolio, while JioCinema cements its position as the largest OTT service in the market, now reinforced by an unprecedented volume of best-in-class films and series from NBCU.

     

  • Partnership with Cosmos-Maya brings homegrown IP – 'Kanha – Morpankh Samraat'

    Nickelodeon to air new IP on Sonic & Colors Rishtey

    By Our Staff

     

    Nickelodeon is all set to bring its recently announced 13th homegrown IP – ‘Kanha – Morpankh Samraat’ on Sonic. Nickelodeon will extend the show beyond its channel, and make way to the Viacom18’s Hindi general entertainment channel Colors Rishtey, thereby strengthening the kids’ franchise’s presence across different age groups and widening its impact.

     

    Speaking on the latest addition to its homegrown IP lineup, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “At Nickelodeon, we have consistently set category benchmarks, revolutionising entertainment for young audiences. We believe that introducing a show like Kanha – Morpankh Samraat will help kids connect to their roots through inspiring tales from our rich cultural heritage. As we embark on this remarkable journey, we remain dedicated to strengthening our franchise while simultaneously extending our content beyond our kids’ network on Colors Rishtey, thus reaching new heights and connecting with the minds of kids and families alike.”

     

    Anu Sikka, Head – Creative, Content, and Research, Kids TV Network, Viacom18 further added: “At Nickelodeon, we prioritize our young audience and strive to provide them with content that they truly enjoy. We have always broken the mould by bringing unique stories and endearing characters. While Kanha is an evergreen character, it’s time to bring back his tales in a new avatar that appeals to a wider audience. Our partnership with Cosmos-Maya further amplifies our commitment to creating groundbreaking content that sparks imagination and ignites young minds.”

     

    Megha Tata, Chief Executive Officer, Cosmos Maya said: “As Nickelodeon embarks on the journey to create a new world with their latest IP ‘Kanha – Morpankh Samraat’, we are thrilled to partner with them once again. This association strengthens our bond and reflects our commitment to delivering engaging and captivating content to young viewers. Together with Nickelodeon, we are excited to bring to life the adventures of Lord Kanha in an adolescent avatar.”

     

  • Announce exclusive content partnership

    Viacom18 shows its intent with Warner Bros. Discovery agreement

    By Our Staff

     

    The joint announcement by Warner Bros. Discovery and Viacom18 on Thursday is being looked at it with much interest in M&E circles. This surely more than a new multi-year agreement, making JioCinema India’s new streaming home of HBO, Max Original and Warner Bros. content from next month. It’s the beginning of an aggressive Viacom18 with JioCinema in tow. Clearly, the combination of Jio, Uday Shankar/Jamesh Murdoch and Paramount Global is now beginning to exert itself.

     

    The partnership with Warner Bros. Discovery, includes exclusive content rights across digital and linear.  The deal includes current and future seasons of HBO’s globally acclaimed series such as House of The Dragon, The Last of Us, Succession and The White Lotus, and returning seasons of True Detective: Night Country, Euphoria, Winning Time: The Rise of the Lakers Dynasty and Perry Mason. Also featured as part of the agreement are highly anticipated HBO Original series including The Idol, White House Plumbers, The Sympathizer and The Regime. In addition, HBO’s esteemed series and documentaries, including Game of Thrones, Sex & The City, Big Little Lies, Chernobyl and Veep, will be available for users.

     

    Said Clement Schwebig, President, India, Southeast Asia, and Korea, Warner Bros. Discovery: “Warner Bros. Discovery’s brands are incredibly popular across India, and we are pleased to partner with Viacom18 to bring our premium HBO, Max Original and Warner Bros. content to local fans. This new agreement demonstrates our commitment to South Asia as we seek to entertain audiences across more platforms, and further strengthens the scale of our regional business as a whole.”

     

    Added Ferzad Palia, Head – SVOD & International Business, Viacom18: “JioCinema has become the biggest platform for live sports. We are now on a mission to build the most magnetic destination for entertainment for all Indians. The strategic partnership with Warner Bros. Discovery is a big milestone in our journey to offer the best of Hollywood content to our elite consumers. We believe that Warner Bros. Discovery sets the global standards for premium content and this partnership allows us to create the best and the most comprehensive destination for our users.”

     

  • Starting April 24

    Nickelodeon launches 2 new homegrown IPs

    By Our Staff

     

    The Nickelodeon kids’ network from Viacom18 has announceed the launch of two new IPs, ‘Abhimanyu Ki Alien Family’ and ‘Kanha – Morpankh Samrat’ starting April 24. ‘Abhimanyu Ki Alien Family’, the only alien show in the kids’ category, is a sci-fi comedy series.

     

    Speaking on bolstering its IP play, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said: “At Nickelodeon, our understanding of kids and the whitespaces in the industry has led us to define the category and fuel its growth. As a responsible storyteller, it has always been our endeavour to deliver category-defining content that sparks imaginations, while being equally sensitive to needs of our audience. We take pride in being home to characters and IPs that have created an everlasting bond with our discerning young viewers and driven preference to the channel, making us advertisers’ favourite. Over the last decade, our long-standing leadership is a testament to Nickelodeon’s unwavering commitment to delivering top-quality content that resonates with young audiences.”

     

    Added Anu Sikka, Head – Creative, Content & Research, Kids TV Network, Viacom18: “At Nickelodeon we have always crafted stories with love; Both the shows, Abhimanyu ki Alien Family’ and Kanha – Morpankh Samrat are centered around characters that have their own individualities, making them extremely endearing and relatable. Moreover, they tap into genres that will surely get kids excited, leaving them wanting for more. We are certain both IPs will offer our viewers unmatched entertainment this summer season.”

     

    Said Ashish J Thapar, Chief Executive Officer, Hi-Tech Animations Studios: “Our partnership with Nickelodeon is filled with creative innovation. We have always looked for new avenues to create and bring to life characters that kids can resonate, and grow up with, while the character and storytelling evolves. With Abhimanyu ki Alien Family, India gets its very first, homegrown sci-fi kids show.  The show allows us to tap into a new genre and drive excitement and interest within kids.  Each character is carefully designed to be extremely relatable and amiable. We are confident about the success of a concept that is new-age, and one that delivers an experience that is new to the kids’ category in India.”

     

  • Move over MI vs CSK, KKR vs RCB, LSG vs SRH… it’s now Jio Cinema vs Star Sports, writes Vikas Mehta in 'With apologies to none at all'

    A different rivalry emerging in IPL

     

     

     

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaThe Indian Premier League (IPL0 has become famous for franchise rivalries over the years. MI vs CSK, KKR vs RCB and, as my daughter says, now LSG vs SRH biryani wars!

     

    But a most unexpected rivalry has surfaced around the IPL this year. And it started before the tournament commenced. When the media rights for IPL were announced for the next five years, television and digital rights went to two different entities. While Star Sports continued with the TV rights, Disney Hotstar lost the digital rights to Reliance group backed Viacom18. And thus started a new rivalry. TV vs Digital. Jio Cinema vs Star Sports.

     

    If we look at the numbers, it seems an unequal fight. TV penetration in India is almost 70%. Whereas smartphone penetration is just about 50% with roughly 600mn smartphones in use. While smartphone is an individual device, TV is watched by four-five people. But what makes these numbers interesting is the fact that many youngsters in TV households may be either abandoning TV for smartphones or TVs are being connected to streaming devices. Jio Cinema has been talking about its customised device integration partnership with OEMs like Jio set-top box, Apple TV, Amazon Firestick, One Plus TV, Sony, Samsung, LG and Xiaomi.

     

    And Jio Cinema fired the first salvo by announcing free subscription to IPL. Clearly, they were trying to catch more viewers which in turn would get more advertising moolah. So, for the first time, an advertising revenue war between streaming and TV was on. Brands and companies were being enticed on two fronts. And they had to take decisions which till now they need not as Star and Disney Hotstar were playing a complementing game with Disney also charging for subscription. Viewership now was an important dimension.

     

    And soon enough an advertising war broke out. Not surprisingly, Jio Cinema was the instigator. It released a long ad on Youtube which took a dig at watching IPL on old-fashioned, non-interactive, dumb TV sets. While it was entertaining and informative at the same time, it served a reminder as to how much more personalised the viewing can be on digital. Watch it here

     

    Star Sports then released an ad which claimed that normal TV watching through DTH channels like Tata Play and Airtel (my enemy’s enemy is my friend) could allow digital features like highlights, key moments, deep statistics dive etc. Star Sports Pro was launched which could turn your TV into TV on demand with these features. Watch the ad here.

     

    While Star spoke about commentary in nine languages, Jio Cinema went ahead and announced commentary in 11 languages including Bhojpuri. I think no ex-cricketer worth his salt is free in India today during IPL and anyone who is, needs to just learn a new language!

     

    Hardly had the first weekend passed that viewership figures were being bandied about. Star took out a full-page ad in leading dailies claiming a record-breaking TV Rating for the first match which went up by 29% and 47% increase in consumption of TV time as against last year. It also claimed 130 million viewers on its channels for the first match which was almost 90% of the Pay TV universe. Jio Cinema on its part issued press releases claiming 1.47 billion video views and 50 million new app downloads for Jio Cinema over the first weekend.

     

    While Jio’s figures were based on its own actual numbers, Star figures were based on BARC viewership data that uses a base of around 50,000 plus households and the number is then extrapolated to a national level, a fact shared gleefully by even Viacom18’s CEO in his press release. Clearly, the advantage of measurability went in favour of Jio Cinema.

     

    So, is there a clear winner? Of course not. Jio had glitches during streaming. While many claimed no audio, there was rebooting happening and many took to social media to vent their frustration. And while TV seems to have the upper hand just by sheer numbers, the habit of Gen Z to watch on small screen on an individual basis will eat into TV share. But then from my limited experience, I think it is just a high income phenomena. Most Indian families do not have the luxury of a personalised smartphone for each family member. Plus, IPL is a more involved family entertainment. That would mean a point in favour of TV.

     

    One thing though is for sure, this rivalry is going to become more intense and it would mean more benefits for the consumers.

     

    Oh! What about the ads on IPL you ask? Mostly a big bore. Mostly repetitive old ads. Most using the same few celebrities. Most covering the same few categories.

     

    But the one exception that came as a breath of fresh air was Dream 11. Like in the previous years they have not disappointed and have raised the bar by not just using famous cricketers but also roping in some celebrity actors. And with an all-out war between the two sets of celebrities, things are getting spiced up. It’s a shame if you haven’t watched the launch ad which is a longer version in the form of a press conference. Watch it here.

     

    And then the other ones which involve needling each other with some real life, incisive and stinging comments. The one where Rohit Sharma needles Aamir about not attending award shows, or the one where the cricketers are needled about retakes, or the one where Aamir is reminding himself that ‘all izz well’, are all well-crafted and wonderful to watch. A relief to see creativity, relevance and celebrity all being combined so well. Watch. One more. And one more.

     

    As I write this, I see a new Pepsi ad with Ranveer and a new Pepsi anthem too. These look and sound interesting. Watch the ad. And the theme song.

     

    Now tell me what do you think about them?

     

  • To work with heads of Network18 Group

    IndiaCast appoints Piyush Goyal as COO

    By Our Staff

     

    Piyush Goyal
    Piyush Goyal

    IndiaCast, multi-platform Content Asset Monetization entity, has appointed Piyush Goyal as Chief Operating Officer (COO).

     

    In his new role, Goyal will closely work with the operating heads of TV News, Entertainment and Sports businesses of the Network18 Group. He will report into Network18’s Managing Director Rahul Joshi.

     

    Jointly owned by TV18 & Viacom18, IndiaCast brings Indian content to viewers across the globe. The company’s mandate includes Domestic Distribution, Placement Services, International Channel Distribution & Advertising Sales, New Media (digital) Distribution and Content Syndication for all the group company (TV18, Viacom18, A+E Networks|TV18) channels and content.

     

    Commenting on his new role, Piyush Goyal said: “I am extremely thrilled and look forward to spearheading Indiacast. It’s home coming for me at Indiacast after 10 years. With the ever changing landscape in the media industry, there could not have been a better time to be part of this vibrant and fastest-growing media conglomerate.”

     

  • Campaign urges kids to embrace their individuality

    Nickelodeon rolls out another edition of pro-social initiative

    By Our Staff

     

    Nickelodeon’s latest edition of its global pro-socio initiative ‘Together For Good’ encourages kids to celebrate their individuality and believe that they are #OneOfAKind.

     

    Speaking on the latest edition of Together For Good, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network at Viacom18, said: “Nickelodeon as a brand believes that every child is special, unique and worthy of celebrating. Keeping this brand belief at the core of all that we do, this year’s’ ‘Together For Good’ focuses on imbibing self-acceptance and self-love among kids. In a day and age of severe stress and comparisons that kids are faced with, we are hopeful that our initiative with the powerful message of ‘You are #OneOfAKind’ will strike a chord and help them tackle the curveballs that life inevitably throws at them.”