ITV

Tag: Divya Radhakrishnan

  • Will Salman Khan succeed to keep his brand value intact?

    Will Salman Khan succeed to keep his brand value intact?

    MUMBAI: With over Rs 200 crore riding on the actor, Salman Khan’s brands and producers are as worried as the actor himself. After Mumbai Court’s verdict earlier today, Khan will be spending the next five years in jail, which inevitably puts a big question mark over his brand value.

     

    Forbes listed Khan at the pole position in the list of top earning celebrity with Rs 244.30 crore and there are numerous brands, which have him as a brand ambassador. As the days ahead unfold, it remains to be seen if the verdict does impact the brands he’s associated with.

     

    Khan has been associated with brands like Thums Up, Revital, Wheel, Astral Pipes, PN Gadgil Jewellers, Dixcy Scott, Relaxo and Suzuki. However, the media buying and planning fraternity they seems to have been prepared for the verdict, which was announced today.

     

    Speaking to Indiantelevision.com, Helios Media managing director Divya Radhakrishnan says, “Brands were prepared for this. Salman didn’t commit the crime now and whichever brand has associated with him was aware of the fact that he may land up in jail any moment as the case was in court. On the question if this will impact brands; well, after knowing that Salman is accused of murder and illegal hunting, people gave him record weekends in theatres. I think that just about settles the argument.”

     

    Another industry expert and brand manager with a talent management firm opines that the current judgment spelt a career-ending move for Khan. “There is a strong reason for brands to drop Salman Khan. Brands like Coca Cola, Suzuki or Unilever have all talked about an integrity and ethical based management style, social governance and social responsibility. They speak about being leaders in society. For them, to have a point of view and image and then also to have a convicted murderer as their brand ambassador, just doesn’t fit well.  If he continues as a brand ambassador, they will lose all credibility in terms of social integrity and leadership,” the manager says.

     

    A media executive dealing with celebrity brand endorsements, on condition of anonymity, too remarks in the negative. Speaking about the outrage on social media, he says, “Yes, you will have a large number of people expressing their sympathies. That’s the fan base and they and will support him. From their perspective, if he has killed someone and then bribed the driver maybe to take the blame, the person does not deserve to go to jail.”

     

    Providing another insight, he adds, “Having to listen to what his supporters have to say is very polarizing. One section also strongly feels that he should go to jail and as a marketer you cannot have something polarizing. Yes, he has a fan base but it is going to antagonize the majority. Brands have no choice but to drop Salman Khan. They continued their association until now as the case was on-going and it was a matter of being innocent until proven guilty.”

     

    On his expected appeal in the high court, the executive remarks, “He will appeal in the High Court but he bottom line is that he is guilty until proven otherwise.”

     

    The advertising industry has always spoken aggressively about ethics and honesty. Echoing the same sentiments, a creative director of a reputed organization says, “As he has been officially convicted for breaking the law, it would be moral suicide for brands if they still stick to Salman Khan… at least till the time that he has served his term in jail. He has been lying to the court that he was not on driver’s seat when the accident took place and one after another conspiracy theorieswere put forth. He has a huge fan base and certainly they will stick to him even now but a criminal is a criminal and brands should not make him the face of promotion, in my opinion.”

     

    Khan was also the host of the popular reality show Bigg Boss on Colors. The channel was supposed to have his services as host in the upcoming season too.When enquired about the impact of court’s verdict, a source in the channel says, “It is too early to make a statement on this as the show is still four to five months away.”

     

    While there was a bloodbath on the bourses today, with the Sensex and Nifty falling 723 points and 228 points respectively, media scrips associated with the actor like Eros International Media and Mandhana Industries also saw a fall following the court’s verdict. Eros International Media, which owns the global rights of Bajrangi Bhaijaan and Hero, fell 5.72 per cent to close the day at Rs 380.80. On the other hand, Mandhana Industries, which has the exclusive global license to design, manufacture, retail and distribute Khan’s Being Human Clothing line, was down 4.24 per cent and closed the day at Rs 264.54.

  • ICC World Cup: Star likely to hike ad rates by 15-20% in knockout stage

    ICC World Cup: Star likely to hike ad rates by 15-20% in knockout stage

    MUMBAI: As the ICC Cricket World Cup moves into the knockout stage, interest levels in the tourney, which is being played Down Under, are rising. And cashing in on this opportunity, Star Sports is looking at escalating its ad rates to rake in more moolah.   

     

    Sources in media planning and buying fraternity told Indiantelevision.com that the broadcaster was looking at a hike of at least seven – ten per cent in the ad rates for the knockout stages. Star, however, is claiming a hike of 15 to 20 per cent compared to the rate of the league stages.

     

    A source in Star Sports further revealed, “From the semi final stages, we will have a number of fresh sponsors and advertisers coming in as numerous deals at the earlier stages were signed only till the quarter final stage. Interest of the matches will decide the ad rates and if India qualifies for the semi finals, the rates will certainly see a substantial hike.”

     

    Speaking on the commercial growth of the tournament so far, Helios Media managing director Divya Radhakrishnan says, “India has played well so far and will face Bangladesh in the Quarters, which adds the possibilities of a semi-final berth and hence the demand of the tournament is way higher when compared to the league stages. The advertisers, who gambled to participate in the early stages, got the best price because now the ad rate is sky high.”

     

    GroupM national director entertainment, sports & live events Vineet Karnik asserts, “India’s performance in the triangular series Down Under was below par, which resulted in a slow beginning to the World Cup in terms of advertiser participation. However, as India started playing well, the tournament gained momentum. Now in the knockout stages, the demand is high and naturally Star will increase the ad rate substantially.”

     

    As the ICC World Cup entered the business end of the tournament, 14 teams tried with only eight succeeding to reach the knockout stages. Despite having a below par start, Pakistan securing a berth in the quarters, was a key highlight in the tourney. Lower run rate led to Ireland’s disqualification in the knockout stage as it tied with West Indies, which also managed six points from the league stages. However, the eyebrow raiser of the tournament was Bangladesh, who stunned England to book a berth in the quarters.

     

    Earlier today (18 March), South Africa stormed through to the semis after brutally thrashing Sri Lanka by nine wickets. Bangladesh will play India tomorrow (19 March), who is undisputed so far in the tourney and has decimated each and every batting attack. If India wins the quarter final match, it will face the winner of the Australia vs Pakistan match. This in turn can lead to a probable Indo-Pak bout. India Vs Pakistan match is always an intense battle on and off the field. 

     

    While the two teams sweat out to win the match, advertisers exert themselves to create an exquisite presentation in order to grab more eyeballs. Alongside, Star India will prepare its business strategy to generate as much revenue as possible. The ad rates will see a substantial hike and last moment contributors will definitely need to have deep pockets indeed.

  • &TV pens successful opening story; industry reacts

    &TV pens successful opening story; industry reacts

    MUMBAI: The past one year has seen oodles of action in the general entertainment channel (GEC) space. New programming, new channels, second and third channel launches from existing players – the highly competitive genre saw it all.  Viacom18 was the first off the blocks.  Just as 2014 was being rung in, it launched Rishtey – a channel it had flagged off in the UK earlier.

     

    It was in June 2013 that Subhash Chandra’s Zee Entertainment Enterprises (Zeel) adopted a new brand positioning with ‘Vasudhaiva Kutumbakam – The World is My Family’. It was this message that the network wanted to spread which led to the launch of Zindagi, on 23 June 2014. With the best of content from Pakistan, the channel was for viewers with a progressive mindset.

     

    A couple of months later, 1 September 2014 to be precise, Multi Screen Media (MSM) launched a third GEC – Sony Pal for the traditional, yet modern Indian woman. While Sony Pal appealed to certain quarters, it did not generate the viewership numbers that were expected. The Sony management reacted quickly, put the plug on the money drain, and repositioned it as a re-run channel airing older successful shows.

     

    A further couple of months later, 19 November 2014, to be exact, came another launch – that of Epic TV, which had billionaires Mukesh Ambani and Anand Mahindra as backers.

    Even as Indian audiences were still absorbing the content of Zindagi, Zeel unveiled a third massier appeal GEC on 2 March 2015. And it chose to deviate from the Zee branding for the new launch; opting for the ‘&’ brand instead.  The choice of programming; the glitzy launch,  the depth of distribution, the marketing overdrive – all drew oohs and aahs from industry observers. The cynics, however, cluck-clucked from the sidelines and hurled gibes stating that  Zeel boss and chairman Subhash Chandra’s son Punit Goenka was throwing away good money. (The group has set aside an estimated budget of Rs 500 crore for &TV).

     

    Came the ratings on 12 March 2015, and the doubting Thomases and naysayers had to bite their tongues and swallow their barbed comments. Reason: &TV reported fabulous opening week viewership numbers of 90,612 GVTs, making it the year’s most successful new channel launch – and that too in the hyper-competitive GEC space. What it made more remarkable is the fact that the first week in the channel’s launch consisted of only five and a half days.

     

    As compared to &TV’s numbers the other debutantes during the year did not fare as well. Sony Pal generated opened with only 11,000 GVTs, as per TAM data. Zee Zindagi reported 28,700 GVTs in week one, overtaking even the 14-year old channel, Sahara One. Epic in its debut week garnered 1,240 GVTs (ratings of four days).

     

    A bet that worked

     

    The channel is the first GEC from Zee’s sub-brand ‘&’, after the launch of &Pictures in August 2013.

     

    It was a challenge for the newbie to make its mark in the tough market where other big broadcasters are already ruling the roost. However, one man who took up the challenge and stood strong was Rajesh Iyer who quit Colors in March 2014 to join Zeel as business head, new initiatives, Hindi broadcast. It was after almost a year of brainstorming and  pitches from producers, management and research meetings on creatives, positioning and execution that &TV’s vision document was finally in place. Iyer’s aim was to further develop and strengthen the Zeel brand with a new offering and the bet has paid off well.

     

    Zeel MD and CEO Punit Goenka had pinned high hopes on the new channel and it seems that his targets have been met. Expressing his happiness on Twitter, Goenka tweeted, “Congratulations team @AndTVOfficial for a successful opening week! First time that a GEC channel has opened at 90612 GVTs!”

     

    With the philosophy ‘Jashn Jeene Ka’ (celebrating the spirit of life), &TV stands for binding people, ideologies and philosophies and aims to mirror the thinking and values of an evolved, ‘new age’ India.

     

    Exploring the same lines, the content of the channel, according to the company, turned out to be contemporary and contextual, depicting viewers’ progressiveness. It started with three and a half hours of content on weekdays with the original programming starting at 7.30 pm.

     

    Be it &TV’s flagship show hosted by Shah Rukh Khan, India Poochega – Sabse Shaana Kaun? or the strong fiction line up with shows like Razia Sultan, Bhaghyalakshmi, Gangaa, Begusarai, Bhabi Ji Ghar Par Hai!, and the weekend offerings with Killerr Karaoke and Tujhse Naaraaz Nahi Zindagi; the programming seems to have irked the curiosity of audiences enough to tune in and spend time on the channel’s fare. 

     

    Innovative ad strategies

     

    The network strategized its ad sales differently for &TV. Rather than choosing to sell spots, the team roped in advertisers as “presenting” or “powered by” or “associate sponsors” for almost all of the new shows and allocated all the FCT to them, depending on the show. A media planner reveals that 40 per cent of ad inventory per episode was reserved for associate sponsors while the rest was for the title sponsor.

     

    For instance, Unilever India’s Rin was signed on as  the presenting sponsor for its flagship property, India Poochega- Sabse Shaana Kaun, while,  Pan Vilas and DHFL opted to become  ‘powered by’ sponsors. Then for  Raziya Sultan, the channel got on board Venus as the presenting sponsor and Clean and Dry as the ‘powered by’ sponsor. Begusarai, meanwhile, is presented by Pan Bahar and powered by Quickheal and Ghadi Detergent. Vicco is the presenting sponsor for Gangaa and the show is powered by Libero and Ghadi.

     

    On the social media front, the &TV team left no stones unturned to create the buzz. The &TV Facebook page had got over 133,253 likes, while its twitter handle @AndTVofficial had more than 11,000 followers, at the time of writing this article. The YouTube landing page had &TV splashed all over it; as did indiantelevision.com on 2 March.
     

    Promos for its shows have been hitting sister channels &Pictures and Zee TV with high regularity. A high decibel out of home campaign across Hindi speaking markets has been working as a strong reminder medium for potential viewers.

    With a distribution and marketing budget of around Rs 100 crore, Zeel managed to get great placement on almost all the major distribution platforms: DEN Networks, Siti Cable, Hathway, Incable, Tata Sky, Videocon d2h and Dish TV. In fact, on most networks it was placed even before Star Plus and Zee TV.

     

     

     

    Industry reacts

     

    Helios Media managing director Divya Radhakrishnan believes that &TV has got a decent combination of reality shows, mythology, regular fiction and comedy shows. “&TV ratings have been exactly what I forecasted. The channel managed to do well and the distribution was excellent. They launched a great marketing campaign and had a key differentiator in the Shah Rukh Khan show. For a person who is going to sample a new channel, there has to be something, which is compelling enough to switch on the TV and watch the new channel. Such experiments obviously bring them initial eyeballs,” Radhakrishnan says.

     

    She further explains that in week 10 of TAM TV in 2015, the viewership ratings in the GEC space have grown by five per cent. According to Radhakrishnan, the channel has clocked around 42 GRPs on a five and a half day basis, which is roughly about 55 GRPs over a seven day prorata basis.

     

     

    “That is exactly the same amount of GRPs the genre has grown by. GECs have grown by 55 GRPs. This doesn’t mean that people switched from one channel to another. It means they also have included 42 GRPs into the consumption and it is quiet acceptable in the GEC space, because the people who watch GECs are the ones who watch a lot of TV and they will happily include something new to their TV mix if the content interests them.”

     

    A senior executive from a rival channel believes that 42 GRPs is a good number to open with. “This shows that there is more elasticity in the sector and it also opens it up  to newer players and gives them hope that the GEC space has legs,” the executive says.

     

    It may be recalled that during the launch Goenka was confident that the channel would break even in three years if it does exceptionally well and five years if it does reasonably well. On the same lines, a senior executive from a rival channel feels that if the channel continues at the same pace it might break even in the next three years.

     

    Going by its opening numbers, it looks like a success story is beginning to be penned in the  Indian television space. And as Colors CEO Raj Nayak puts it, that while the channel has had a decent launch, it is imperative that it builds from here on and carves a continuous mindspace for itself in the cluttered Hindi GEC space.

    Well, that will be team &TV’s next big challenge! Watch this space!

  • “IPL 8 will be bigger and better in every aspect including brand valuation”: Rohit Gupta

    “IPL 8 will be bigger and better in every aspect including brand valuation”: Rohit Gupta

    MUMBAI: The country hasn’t yet recovered from the celebrations of India’s victory over Pakistan in the World Cup and they are being served with another dose of cricketing enthusiasm with Indian Premiere League (IPL). India discard Yuvraj Singh became the highest paid player in 2015 Pepsi IPL players auction as Delhi Daredevils paid Rs 16 crore to earn his services. The multimillionaire league will start on 8 April in Kolkata.

     

    This time round, Multi Screen Media (MSM) will hike the ad rates by 10 – 15 per cent for the league’s matches. Emphasising on the commercial aspect, Multi Screen Media (MSM) president Rohit Gupta tells Indiantelevision.com, “We will have a 10 to 15 per cent hike in the ad rate this time too. We cannot increase the number of advertisers as our inventory follows certain guidelines laid down by the Board for Control of Cricket in India (BCCI).”

     

    Speaking on the eighth edition of IPL, Gupta adds, “IPL has established itself as a stable format now like any other major sporting league in the world. There is not much room for improvisation when it comes to the format of the game. The tournament has seen tough times. Last year IPL was organised in the midst of general elections and everyone thought the viewership will take a blow but the ratings say a different story. The fact that we successfully traveled through all the tough times, proves IPL’s establishment as a mature tournament.”

     

    The tournament starts only 10 days after the World Cup and when questioned about the fatigue factor of viewers and advertisers Gupta replies, “This World Cup is highly different from 2011 edition when the matches were played in the Indian subcontinent. Spectators went to the ground to cheer for the national team. In this edition of the World Cup that’s not happening since the matches are being played in Australia and New Zealand. India has already played against Pakistan and for many cricket lovers the tournament is over there. Interest will be high for other India matches, which comes once a week and a point that has to be noted is none of the matches are being played in the primetime. Overall fatigue is not at all an issue or concern when it comes to viewership or commercial interest. During IPL you get a competitive match every day and need not wait for a week.”

     

    The digital rights for IPL have been bagged by MSM’s competitor Star India’s VOD platform Hotstar. When questioned about the impact of that on viewership, Gupta asserts, “TV viewership does not get affected by the digital platform. If someone has the option of choosing one of the two mediums, the obvious choice would be television. The digital platform helps building curiosity and as a result increases viewership. Moreover in India, we have a lot of issues like bandwidth and lack of proper 3G network.”

     

    Necessary ignition was offered by the IPL players’ auction where Yuvraj Singh and KC Cariappa emerged as two shocking acquisitions. The flagship tournament is already being talked about and hence sets the stage for marketing. Throwing light on the network’s promotional strategy, Gupta says, “We are launching a huge marketing campaign, which would be different and bigger from last year. IPL is our biggest asset and we need to back it with proper promotional activities. It will be a 360 degree campaign across all mediums and it is expected to go on air by the end of February.”

     

    IPL may be a platform for new talent but it has been the centre of a lot of controversies in recent times. The Supreme Court of India had to intervene to fight misdemeanour of many officials. When questioned about the integrity of the tournament, Gupta asserts, “BCCI is an established organisation and it will certainly take care of the integrity. International cricket stars play in the tournament, spectators love it and advertisers are interested in it, that’s all that matters. By mid-March we will have a packed ad inventory.”

     

    “IPL season 8 will be bigger and better in every aspect including brand valuation. We will grow our viewership and successfully earn good ratings,” Gupta adds.

     

    Media buyers are also upbeat about the tournament. Helios Media managing director Divya Radhakrishnan says, “IPL has a different set of spectators and there is no possibility of fatigue ruining the enthusiasm of the tournament. Whereever there is viewership, there is advertisement and IPL is one of the highest viewed cricket tournaments, which automatically make it a tournament of high commercial interest.”

     

    Maxus managing director Kartik Sharma adds, “The first two or three matches will decide the fate of the tournament. They have to be strong and well fought bouts. If we get last ball finishes and super overs in the initial stages of the tournament it will evolve as a big thing. It’s all about entertainment at the end of the day and if IPL manages to attract spectators and viewers, advertisers will automatically follow.”

  • Industry touches base with family, this Diwali

    Industry touches base with family, this Diwali

    It is that time of the year again! Diwali, also known as the festival of lights, lives up to its name, filling every nook and corner of our streets with bright decorations and fireworks. Whether you talk about shimmery clothes, tasty food or wonderful traditions, one cannot deny the excitement associated with this festival. We buy gifts for ourselves and loved ones, feast on good food, visit our relatives and decorate homes with glowing lamps and rangoli. A festival that signifies the triumph of light over darkness and good over evil, the story behind Diwali has a strong base in Indian mythology. Diwali commemorates the return of Lord Shri Ram with his wife Sita and Lakshman from his 14 year long exile after killing the Ravana. In joyous celebration of his victory, the people of Ayodhya lit up tiny lamps at their homes, signifying positive energy. These days, people host a range of Diwali bashes to celebrate the occasion. A typical day normally starts with a Lakshmi puja, followed by visiting family and friends. Diwali is also an occasion for us to meet our loved ones, exchange gifts, socialise and bond.  The festival can also signify a chance for us to bring light into the lives of others. With all these meanings attached to this event, it is no wonder that Diwali is one of the most widely celebrated festivals in India and abroad. Likewise on this day, we found out how the media industry is celebrating Diwali. Take a look!

    Divya Radhakrishnan, Managing director, Helios Media

    “We are keeping an open house at my office today post 4 pm where friends, colleagues and families can come in to celebrate the occasion with us for some good food and alcohol.”

     

    JD Majethia, Actor-Director-Producer, Hats Off Productions

    “This year, there are lots of good things happening work wise. Our show Badi Door Se Aaye Hain just completed 100 episodes. Our viewers have given us so much love that even we want to give back the same kind of affection. We have prepared Diwali special episodes for the show. On a personal front, Diwali is very nostalgic for me. As I am a Gujarati, it signifies a new year for us. I just came back from a vacation with my family. And I intend to visit my relatives and celebrate Diwali with a bit of fireworks!”

    Karthik Lakshminarayan, COO, Madison Media

     “This Diwali, children from an orphanage have been invited to our office. Food and donations were collected as we want to spread happiness in their lives. At home, I will spend time with family and visit friends. I will avoid bursting crackers as I believe in an eco-friendly Diwali.”

     

    KVL Narayan Rao, executive vice chairperson, NDTV 

    “I would be having a small celebration at home with family and friends.”

     

     

    Navin Khemka, managing partner, north and east region, Maxis

     “At office, we had a puja followed by lunch with colleagues. On a personal front, I plan to spend the time with family and friends at home. A puja will be conducted at home and it will be an eco-friendly Diwali at my place.”

     

    Nisha Singhania, co-founder, Infectious

    “We are just having a quiet Diwali celebration. I am taking my office colleagues out for lunch at a vegetarian restaurant in Mahim.”

     

     

    Shantanu Gangane, marketing head-Movies Now, Times Television Network  

    “At work place, Diwali snacks and gifts are being distributed. I also plan to visit my weekend home with my family and friends. I want to spend quality time with my kids and teach them about the mythological characters pertaining to Diwali instead of just bursting fire crackers. I prefer a noise-free Diwali.”

     

    Sudhir Sharma, producer, Sunshine Productions

    “I will be going ‘party hopping’ to different Diwali events hosted by colleagues in the industry. Diwali means happiness. It is like a motivation to work harder for the upcoming year. This year will be different as I will not be going back to my parents’ house. Instead, I will be attending a lot of parties in Mumbai hosted by my fellow co actors and friends from the industry.”

    Yash Patnaik, producer, Beyond Dreams Entertainment  
    “I am in the midst of getting my office renovated. This year will be a working Diwali for my entire team.”

     

     

     

    Here’s wishing all our readers a very happy and prosperous Diwali from the entire team of Indiantelevision.com !

  • Epic entrusts Helios Media with revenue mandate

    Epic entrusts Helios Media with revenue mandate

    MUMBAI: India’s first genre specific Hindi entertainment channel, Epic has assigned the revenue monetisation duties to Helios Media. With a clear focus to create unique and original content within the Indian history, folklore and mythology genre, in a very contemporary story telling format, the channel will be launched by the end of this year.

     

    Speaking on the appointment Epic Television Networks founder and managing director Mahesh Samat says that the segmented content will allow viewers to choose and consume genre-specific content of their liking. “The channel is on the anvil of revolutionising the way television is being consumed in our country. This therefore becomes an ideal destination for brands to reach out to the appropriate TG. Helios Media has the understanding of the space and the skill to position brands in the right environment. I am certain that this partnership will add value to an unconventional brand like ours that is creating a new category altogether.”

     

    The channel will have action, drama, comedy, and thrills set against the backdrop of Indian history and mythology. The programming line-up will be a mix of fiction and narrative non-fiction shows, short form content, as well as period films. An original style of storytelling with high production quality, it will have a look and feel that is distinct and appealing to both men and women. Shot in HD, the shows will capture the historical settings in all their glory.

     

    Helios Media MD Divya Radhakrishnan said, “At Helios Media, it’s ingrained in our DNA to look beyond obvious and see more. We always swim against the tide and have created success stories of the channels we have been assigned to. It’s our honour to partner with this new leap in broadcast history that will be written by the Epic channel.”

     

    Helios Media COO Bala Iyengar added, “Our expertise lies in brand positioning and our team orientation has been to create solutions for both brands and the channel. We are very excited to be a part of establishing a brand new genre for Indian television.”

     

    Launched in 2011, Helios Media has been providing broadcasters with critical expertise in the areas of revenue management and several allied business solutions. Helios Media currently manages monetisation mandates of MTunes HD, Channel X, FoodFood, Sanjeev Kapoor’s Khazana, Fashion TV and Life Mantra.  

  • Life Mantra: A life spirit channel to launch in second quarter of 2014

    Life Mantra: A life spirit channel to launch in second quarter of 2014

    NEW DELHI: India’s first life spirit free to air (FTA) channel will be launched soon. Christened Life Mantra, the channel is aimed at delivering content that targets the body, mind and soul with a holistic combination of lifestyle and spirituality. The new channel is also expected to help audience gain a positive outlook in life.

     

    The channel will be launched by JOP network, a subsidiary of JOP Group, and has been conceived by the Group CMO Bharat Agarwal.

     

    Set to go on air in the second quarter of this year, Life Mantra will air a bouquet of programmes across genres of food, travel and spiritual lifestyle essentials in today’s modern day and age. The programming mix is aimed at reintroducing one to the inner self and to the roots steeped in spirituality that leads towards the path of constant and conscious pursuit of living life to its fullest potential. 

     

    Targeted at the age group of 25 to 45, Life Mantra will be distributed via all DTH, cable and satellite platforms across the country. An extensive research amongst the targeted group in metros and mini metros shared interesting insights about the potential of content in this genre. The mushrooming of options centered on well-being; be it in food, fitness or even travel is a result of this trend which further reiterates that there is a definite demand for such content.

     

    Sharing the rationale behind introducing the channel, JOP Networks director Urvi Agarwal said, “Spiritual lifestyle as a subject is extremely close to our heart and we feel there is an ample potential and demand for content in this category. With our channel Life Mantra, we look forward to bringing our viewers closer to their spiritual self through holistic lifestyle programming with a global appeal for Indian audience. Our content will drive our audience towards the path of constant and conscious pursuit of living life to its full contentions.”

     

    Life Mantra will not be just a TV channel but a brand that will soon be extended to various platforms. “We are confident that the content on our channel will have a national as well as international appeal. Hence, we would be looking at introducing the channel at the global platform as well in future. Through the platform of Life Mantra, we aim to provide happiness to the modern day urban consumer,” she further added.

     

    Helios Media has been assigned the marketing and sales mandate for the channel. Helios Media managing director Divya Radhakrishnan said, “The concept of Life Mantra is very unique to the Indian television space. There are a plethora of brands that wish to place its messaging in such a positive environment and use its power to influence on to their brands.”

     

    JOP group, pioneers of real estate in residential as well as commercial projects in North India is owned by Bharat Agarwal.

  • Helios Media bags YouTube channel – SanjeevKapoorKhazana

    Helios Media bags YouTube channel – SanjeevKapoorKhazana

     MUMBAI: Helios Media, the specialty services company for the broadcast sector is back in the news with another announcement. Helios has expanded its services and will now include digital media monetization. The venture has begun with bagging the mandate of representing Sanjeevkapoorkhazana, the largest non-Bollywood YouTube channel in India, that has so far generated 85 million views. Helios will work in embedding brand’s messaging within the content of the channel.

     

     Speaking on the assignment, Chef Sanjeev Kapoor said, “Sanjeevkapoor.com was one of the first websites to make its presence in the country. Being a pioneer in the space, it is quite evident that our YouTube channel has garnered a huge subscriber base of 2.7 lakh. Our popular videos generate as much as 1 million plus views. This therefore becomes a great destination for brands to not only reach a large consumer base but also to capture the most appropriate mind-space. Helios Media has been partnering us on monetising FoodFood for a year now and I believe in their understanding of the space and the skill to position brands in the right environment which will help SanjeevKapoorKhazana realise its full potential in terms of revenue maximization.”

     

    Helios Media has augmented its existing team with a central digital team in Mumbai under Kirtan Mankad who has earlier worked with UTV, Zoom and Hungama.

     

    Helios Media MD Divya Radhakrishnan commented, “Helios Media’s focus is on selling brands and not just commodities by appropriate positioning and working with brand custodians to provide seamless solutions that go beyond regular commercial advertising. We strongly believe that TV has grown beyond just providing reach and its content has the power to influence. Therefore it is important for commercial messaging to chase the content irrespective of the screen it comes on. It’s because of this approach that the SanjeevKapoorKhazana mandate came our way and we are delighted to be entrusted with this responsibility by Chef Sanjeev Kapoor.”

     

    This expansion adds to Helios’s existing portfolio of MTunes HD, Channel X, FoodFood and Fashion TV.

  • Santa, are you listening?

    Santa, are you listening?

    It’s the season to be jolly. It’s that time of the year when children are told to be on their best behaviour so that Santa Claus showers them with candy, toys and gifts the night before Christmas. However, it isn’t just kids who are busy making merry and wishing that the portly old man with the white beard brings them a sack full of goodies. Grown-ups across ages continue to believe in the sanctity of Father Christmas. A day before Christmas eve, indiantelevision.com asked people associated with the film, television and cable industry what they would most wish for from Santa. Read on to know what they said…

    This Christmas, I would like Santa to gift me a regulation, which will ensure that all government – both state and central – levies are removed. Also, I would like that post digitisation, the revenue share for broadcasters, multi-system operators and local cable operators should be 1/3rd each.

    Shaji Mathews, COO, GTPL, Hathway

     

    I would like carriage fees to be wiped out, subscription revenues to be as per world norms and till such time as that doesn’t happen, for there to be no ad cap.

    Narayan Rao, executive vice chairperson NDTV and president NBA

     

    We want Santa to bring reduction of taxes by the government which currently range between 35 and 40 per cent (note: exemption of Entertainment Tax).

    Anil Khera, CEO, Videocon D2H

     

    This Christmas, I would like clients to use a lot more of video conferencing facilities to enable less travel, more productivity and less fuel usage. As an industry, we need to look at options which not only help us but the world as a whole too.

    Nandini Dias, CEO, Lodestar UM

     

    I want Santa to come with a magic wand this Christmas with a click of which, the marketing of my films is taken care of! I want to concentrate on making good content and don’t want to bother about how the content will reach its buyers/target audience. Santa sir, we are creative souls and not bankers/financiers who have to keep bothering about marketing cost more than telling our stories – please kuchh karo.

    Yusuf Shaikh, head – distribution, acquisition and IPR management, Percept Picture Company, Percept Limited

     

    Rajinikanth once said, ‘If I say it once, I have said it a million times’. So, if I take care of one wish, it will take care of million wishes. I want Santa to be there with me every single day and not once a year. If he will be with me 365 days, he will give me gifts every single day.

    Divya Radhakrishnan, managing director, Helios Media

     

    Christmas is a time to party. I have two wishes from Santa this year, one on a professional level which is that Santa should give some sanity to the Telecom Regulatory Authority of India (TRAI), so that they can force the multi-system operators to introduce packaging and complete the process of digital addressability. Also, I would want Santa to gift me tickets to Disneyland, so that I can take my five-year-old daughter there.

    Sudhish Kumar, executive director , Sagar E Tachnologies

     

    I would like better rates from advertisers and inventory from TRAI.

    Ashok Venkatramani, CEO, MCCS

     

    Too many cases of people in the industry engaging in unfair means. Those who indulge in piracy are not nice. Santa should take them to the North Pole and bury them in ice! So be Good and may Santa visit everyone with good fortune, health and happiness…!

    Pankaj Krishna, founder and CEO, Chrome Data Analytics & Media

     

    I wish Santa could give me some professionals at the top level to help upgrade Doordarshan.

    Jawhar Sircar, CEO, Prasar Bharati
  • Helios Media elevates Bala Iyengar as COO

    Helios Media elevates Bala Iyengar as COO

    MUMBAI: Helios Media, a specialty services company for the broadcast sector, recently completed two years in operations. And with the television industry undergoing critical developments with digitisation, regulations in inventory management, growth of niche genres and evolving dynamics of how viewers consume entertainment, the media brands are exploring newer avenues for engaging with audiences while advertisers are on a constant search for platforms to maximise reach. Traditional practices are being reviewed and the market is in a constant state of innovation.

     “With the changing social fabric, growth of internet penetration and the change in consumer behaviour, the means to reach the viewer have increased manifold. As we move forward, our focus will be on getting into deeper partnerships with relevant platform creators to enhance the solutions we offer our clients. A TV channel is not just for TVCs anymore, and we will work with them in the overall revenue management space, going beyond traditional commercial inventory. In addition to inventory sales, we have enhanced our teams to include talent in the areas of content syndication, custom events, celebrity management and strategic digital initiatives. To take this scale of operations forward, it’s only natural that Bala steps up to take charge of our complete offering and provide seamless service to our clients”, says Helios Media founder & MD Divya Radhakrishnan.

    Commenting further on his elevated role and plans ahead, Helios Media chief operating officer Bala Iyengar added, “The team has been groomed as idea generators and solutions providers who can offer expert advice on how to connect the advertiser with the audience. And this has helped us bring in the 150+ advertisers on MTunes HD, develop a market strategy for Channel X, exponentially increase the revenue base for FoodFood and set to motion the revenue agenda for FTV India. We will shape ourselves to be the go-to destination for advertisers seeking innovative ways to connect with audiences, and for channels seeking breakthrough strategies to boost revenue.”

    The company was launched with a vision to provide broadcasters with business critical expertise in the areas of revenue management, brand consulting and creative development. And has demonstrated results for brands such as MTunes HD, Channel X, FoodFood and Fashion TV.