ITV

Tag: Ekalavya Bhattacharya

  • Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Ekalavya Bhattacharya appointed Offbeet Media Group’s chief digital officer

    Mumbai: After successfully launching and running the OTT platform of Balaji – ALT Balaji, Ekalavya Bhattacharya has joined the new age media and content company, Offbeet Media group to set up and lead the esports and web3 verticals for the group. With this move, FusedBulb, a creative-tech company started by Bhattacharya that offers web3 and blockchain strategy, would also be merging into Offbeet Media.

    He joins Offbeet Media after a stint at Alt Balaji as chief strategy officer & creative director. Prior to that, as MTV India digital head, he was also instrumental in charting the map for the digital and social growth for MTV India with many award winning campaigns and properties to his credit.

    “The gaming industry today, globally, is bigger than movie + sports combined. It’s growing rapidly across mobile, PC and console markets in India as well. Within gaming, esports is capturing the imagination of everyone in the media industry and is the most attractive route to connect with GenZ and millennials today. With streaming and game-casting audiences growing month-on-month, this is a super exciting space to be in! We want to set up India’s most definitive Esports Academy and be the leaders in the event space for competitive gaming!” he said.

    He will also be setting up the web3 vertical for the group. “Web3 is the natural progression for the evolution of the web. The opportunities in the Metaverse, decentralised eco-systems, NFTs and blockchain tech is endless. Right from consumer engagement, immersive experiences, efficiency in supply chains, Web3 is the way to go and we are excited to be the go-to guys for brands in this space,” he said.

    Offbeet Media Group founder & CEO Jaideep Singh said “At Offbeet we have been continuously evolving and expanding, entering into new streams of business lines in sync with our vision of being a New Age media and content company and we are super excited to have Bhattacharya joining us. He will bolster our business offering and overall capabilities in the digital footprint across all our rapidly growing business lines.”

  • ALT Digital hires Viacom18’s Ekalavya Bhattacharya as chief strategy officer

    ALT Digital hires Viacom18’s Ekalavya Bhattacharya as chief strategy officer

    MUMBAI: Balaji Telefilms’ digital arm ALT Digital Media Entertainment has brought on board Ekalavya Bhattacharya as chief strategy officer.

    Prior to this, Bhattacharya was with Viacom18 as AVP and head – digital for MTV India, where he was responsible for expanding the channel’s digital footprint.

    He will work closely with the company’s leadership team to define the corporate strategy for ensuring wider acceptability and success of ALT’s digital initiatives.

    Balaji Telefilms group CEO Sameer Nair said, “Ekalavya comes with very strong pedigree having done some amazing work at MTV in building their digital business. We believe his disruptive attitude and business smarts are a wonderful addition to the eclectic diversity in the fast growing ALT Digital Team.”

    ALT Digital Media Entertainment CEO Nachiket Pantvaidya added, “We welcome Ekalavya to ALT – his experience and diverse skill sets will help us formulate and drive our strategy across our business operations. He will enrich the already strong team at ALT as we prepare to launch our service in India and globally.”

    Bhattacharya said, “Recent digital consumption patterns have made it necessary to introduce changes in the way content is created and offered to consumers and screenagers. As India’s leading production studio, Balaji Telefilms is in a unique position to utilise its creative capabilities for a digitally savvy audience. I am glad to be a part of ALT that stands for the alternate – alternate content and alternate screens.” 

    Bhattacharya brings with him more than a decade of experience in the digital space and has previously worked at digital firms like Zapak.com, Contests2Win.com, WAT Consult and PaGaLGuY.com.

  • MTV launches challenge for selfie-obsessed millennials

    MTV launches challenge for selfie-obsessed millennials

    MUMBAI: MTV is giving all selfie enthusiasts a chance to whip out their phones and strike a pose with the MTV The Great Selfie Challenge. A digital show to kill boring and legitimize the unhealthy obsession of taking selfies, MTV The Great Selfie Challenge, is a show where five selfie enthusiasts will get the opportunity to travel across India completing challenges in the quest for the most epic selfie.

     

    MTV India digital head Ekalavya Bhattacharya said, “While several brands have tried to create a quirky campaign around selfies, none of them have been particularly striking. They have almost always exclusively been contests asking users to send in their photos. How boring! What’s different about this show is that it isn’t just about an epic selfie but also the incredible, crazy and adventurous story that’s behind every great click.”

     

    MTV is looking for selfie buffs, who are willing to travel thousands of kilometers, go to lengths, doing some of the craziest stuff imaginable – from cliff diving to going underwater to hanging out with ghosts – all in the bid to get that perfect selfie. Participants need to complete three selfie challenges that have been laid out on www.mtvindia.com/selfie in order to partake in this show. The five best entries will be selected to experience the most thrilling and adventurous selfie dares, which forever will leave their mark in selfie history.

  • Web series ‘Chase the Monsoon’ back on MTV

    Web series ‘Chase the Monsoon’ back on MTV

    MUMBAI: We don’t want the website to be an extension of television, but want it to be a separate entity, is what MTV India EVP and business head Aditya Swamy plans for his online properties.  He believes that the channel cannot ignore the platforms where the youth is.

    Catering to a segment called screenagers, the channel is ready to offer a lot more in terms of content.

    Come 5 August, and the channel is back with the second edition of MTV ‘Chase the Monsoon – Driest to the Wettest’. CEAT continues to be the title sponsor for the show.

    This web reality programme fuelled by social media is all about eight riders (two in a team) who will for 21-days go on a road trip across the country with a limited budget to explore the sights, scenes and life during monsoons.

    Like last year, the teams will have to share their daily experiences on social media – Pinterest, Vine and Instagram – to earn social fuel which will help them increase their daily budget. Apart from fuel generated through interactions, the teams can also earn points through various tasks.

    With a focus on creating content which people will love to consume and more importantly share, MTV India digital head Ekalavya Bhattacharya points out, “Our research highlighted that bikers love riding for various reasons, but most of these experiences are linked to nature, food, culture, and heritage.” These are the four themes which the teams will pursue, this year.

    What personally excites Bhattacharya this season is the route from Kutch to Cherrapunji. “It is going to be an experience which no one will ever forget. It is also a route not many bikers would have taken.”

    With a tight budget of Rs 3,000 – Rs 6,000 per day, the teams will have to manage fuel, food, shelter and every other expense with it. “Often this money runs out and that is when your social skills come to the fore,” he adds.

    It was last year that the channel first experimented with web-based reality series. The response then was not at par with that of channel’s expectations even though it tried to generate attraction through numerous hashtags on Twitter, videos and content on its Facebook page.

    However, for this season, Bhattacharya is not concerned about the engagement level, as he believes the channel’s online attraction has increased manifold over the past months. “The show is social in its design and engagement is least of an issue as of now.”

    On creating the blueprint for the show, while he agrees that there is always chaos in the process, but for him, that is where joy lies. “We’ve got entire walls charted with possible routes, Plan B’s, content plans etc. It takes around a month of planning and hard work to pull off a show like this. It has also got a lot of learnings from the previous season, and we’ll amplify our effort where required,” informs Bhattacharya.

    The contestants were shortlisted based on the channel’s primary research which comprised finding out information about the different types of riders and their riding experiences. “Like last year was based on one of our research parameters, we had specially blocked a team only for couples. Riding together in the rain, was seen by many as a romantic experience,” he recalls.

    Post the web series, the channel will showcase the experience to its viewers through four TV episodes.

    On the marketing part, digital will lead the front, but one will see a lot of on-air and print support as well. xBhp is the channel’s biking partner and will help them with community outreach as well.

    The show’s Facebook page ‘MTV Chase the Monsoon’ has so far grossed 259,222 likes at the time of penning the article. It is also being talked about on Twitter through the MTV India profile, which has 1.2 million followers.

     ‘Chase the Monsoon – Driest to the Wettest’ won five awards last year, including Gold for the best non-fiction branded content show at the Abby’s.

  • MTV breaks taboos and makes every voice count with MTV Unmasked

    MTV breaks taboos and makes every voice count with MTV Unmasked

    MUMBAI: ‘Freedom of expression’ may be the most used and least valued phrase in these times. When the term ‘political correctness’ is thrown around with reckless abandon, MTV helps the youth by giving them a unique platform to make their voice heard with MTV Unmasked, a web exclusive series for the Gen Y. The leading youth entertainment brand has always believed in the power of the youth. Through MTV Unmasked, it aims to encourage the youth to believein their thoughts and be tolerant of varying opinions because every voice counts.

    Launched at a time when freedom of expression is imperative to the people, MTV Unmasked is a 16 part web exclusive series that reflects the opinions of four different and rebellious youngsters who discuss topics that are relevant and pressing for the youth of today, while wearing a mask. The youngsters discussissues that plague them but which are never spoken about openly. The masks givethem the freedom to be unhesitatingly share their opinions without fearing any societal backlash or criticism. Belonging to different professional and social backgrounds, each one of the youngsters gives their unique opinions about issues while withholding their identity.

    Speaking about the series, Ekalavya Bhattacharya, Head – MTV Digitalsays, “India is the biggest democracy in the world and by 2020 it will be the youngest as well. We are 500 crore voices, each one with a unique opinion about current issues. We at MTV believe that these voices have a right to be heard. Through MTV Unmasked, we wish to provide a platform for the youngsters where they can make their voice heard.While we don’t endorse the opinions but the fact remains that some of these issues need public opinion and open discussion.”

    A weekly series, each episode of MTV Unmasked touches upon a different topic relevant to the youth, many of which are considered taboo. The episodes are featured on mtvindia.com/unmasked and the videos are shared across MTV India’s social media assets like Facebook, Twitter, Instagram and YouTube.

    The show is presented by MTV ACT, MTV’s own pro social platform for the youth. Join the debate by logging on to mtvindia.com/unmasked now.

  • IAMAI talks digital

    IAMAI talks digital

    MUMBAI: It’s time to take conversations on digital to the next level believes CMOs. At the 10th marketing conclave hosted by Internet & Mobile Association of India (IAMAI) the point of discussions revolved around how brands are and should revise digital business and promotional strategies.

     

    While it is understood that for brands today ‘digital’ is a must have platform in its media mix; marketers are willing to go beyond the traditional line of communication. It is interesting to note how CMOs are thinking digital to push business as not just another medium of promotion, but are now ready to revise digital strategies too.

     

    Today, traditional advertisements are created thinking whether or not it would be shared online. Word-of-mouth now happens more on digital platforms like social and mobile.

     

    According to Taj Group’s director internet marketing Namrita Sehgal, the change will begin when marketers start thinking digital. “Humanising communication and offering personalised experiences is what brands need to start doing on digital. Consumers should be spoilt for choices because today there are multiple windows to cater to.”

     

    There will always be price parity and someone will always give you that extra per cent off believes Pinstrom founder Mahesh Murthy.

     

    Different brand categories have different needs to take care of on digital but the bottom line of every move needs to revolve around the engagement factor. Vodafone Group head- marketing Vodafone Solutions- Emerging Markets advices, “Brands shouldn’t shy away from the changing dynamics of communication.”

     

    MoneyControl.com chief operating officer Rubeena Singh thinks this challenge comes from the ever changing consumer need. Brands need to start looking at integration with more seriousness; if the plan is to make a mark. Valuefirst chief executive officer, Vishwadeep Bajaj is of the opinion that the need of the hour is to make content contextual. On the other hand, Puma India’s head-marketing Isaac John, thinks that brands should focus on putting across content to the point and not bombard them. “The art of storytelling needs to be crafted well if brands want to make a mark on digital too,” added John.

     

    For Sehgal, spotting loyal consumers and building communities on digital media is on his to-do list for the days to come. Singh too believes that content marketing is the way to go. Marketers have started looking at roping in the right talent to enhance digital business and communication. It can also be observed that SMEs are getting it right on digital. For these scale of businesses digital has been like a game changer. Mass brands are impressed by the way these small businesses are hitting the right cord on digital.

     

    To create digital first strategies, brands over time have also transformed themselves to suit the current screen to screen era. McDonalds director marketing & PR Rameet Arora emphasises on the point that today a customer wants everything with just one click of a mouse. “For instance, if a person wants to know how many calories does a type of burger has, we at McDonalds have to give him that. Brands have to make sure that all the criteria’s of a customer’s needs are fulfilled.”

     

    The CMOs feel that the digital model has helped smaller brands to compete and grow as well. Marketing Unplugged CEO Suman Srivastava pointed out the Zomato model.

     

    MTV India digital head Ekalavya Bhattacharya went on say that the need today is not only to get a viewer on board but to also know his/her preference and work according to that so he/she comes to the medium again and again. “If a person listens to a particular kind of a song say on the website or on our app then we should be equipped enough to know that he/she needs to be contacted when say a musician of his/her choice plays in the city.”

     

    An idealist thought indeed.

     

    It is impressive to see how serious marketers are towards digital. For marketers the road ahead on digital looks easy to discover because the communication has definitely gone to the next level. The only thing that might come as a hurdle is the challenge to decode big data smartly and get focused. 

  • MTV, VH1 show-off their digital chops

    MTV, VH1 show-off their digital chops

    If you’re a television channel targeting the youth of today, there’s no way you can ignore the digital medium; be it social media or the Internet. Exactly the mantra that Viacom18’s youth entertainment channels – MTV and VH1 – hitherto positioned as general entertainment channels, are following. And we at indiantelevision.com found out just how much…

    Beginning with MTV India, it’s arguably the brand which focuses entirely on Indian youth in the age group of 15-34 years. Having started off as Music Television in 1996, the channel has lately shifted focus to reality shows with the triumvirate of MTV Roadies, MTV Unplugged and MTV Splitsville topping charts among MTV’s reality properties.

    Digitally speaking, MTV’s official facebook page boasts 5.5 million likes, with over 36 lakh fans talking about it at the same time. The channel has a presence across Instagram, Google+ and Pinterest and more than 95,000 followers at @MTVIndia on Twitter.

    Additionally, MTV India makes and promotes shows that trigger conversations on the Internet including MTV Webbed and Coke Studio as also shows which are exclusively for the web audience.

    MTV India’s official YouTube page scores more than 27 lakh subscribers with 4,019 videos including recent uploads of MTV Unplugged season three, Saturday Night Alright, Rann VJ Run, Bollywood Jasoos, MTV Webbed and so on.

    Over and above all this is MTV’s official website; the channel’s mainstay in the digital space with picture gallery, video uploads, trends and show trivia as well as snaps of hot properties like MTV Webbed, its new series Saturday Night, and many more.

    Coming to VH1; launched nearly a decade after MTV in 2005, the 24×7 pay channel caters to youngsters in the age group of 13-35 years. VH1’s official facebook page boasts 2.5 million likes, with xyz fans talking about it simultaneously. Whereas, it has nearly 36,000 followers at @Vh1India on Twitter. Recently, the channel has initiated a new activity for its show called Vh1 Throwback Thursdays, where the twitterati can suggest old songs VH1 can then play on air.

    This year, VH1 has expanded its digital reach with the launch of Vh1 HUB, Vh1 Pulse and Vh1.in; destinations where the youth can set CRBTs, stream music for free on facebook, watch hours of programmed content and stay up to speed with the happenings in the music universe.

    VH1 India’s official YouTube page has only 1,004 subscribers, and telecasts promos of its properties such as Indian Musical Compass, Karbonn Smart and Big Hit Katy Perry to name a few.

    VH1’s official website tops its comprehensive digital presence with sections like music, entertainment, videos, events, culture and contests. A special tab showcases what is trending on VH1 as well as updates of upcoming events.

    On VH1’s cards is a rhythm-based mobile game; one of the first for any music channel in the country. To be made available on Apple and Android phones and tablets, the game features fresh, never heard before pieces of music that would play in the background and add power to it.
    MTV India head digital Ekalavya Bhattacharya
    VH1, Viacom18 Media VP and business head – digital media Rajneel Kumar

    There will be a contest too titled ‘Games of Tunes’, with participation from some of the most talented independent DJs and musicians in the country who’ve worked on original compositions in the electronic music genre

    So what lies behind the digital success of these channels?

    Says MTV India head digital Ekalavya Bhattacharya: “One of MTV India’s biggest achievements is being recognized as a channel which talks back and cares for the audience. You can’t talk or give feedback to your TV set but you can talk to us via our social networks. We not only listen in to compliments by fans, we pay closer attention to things that our audience hasn’t appreciated. We’ve often actually tailored our on-air content based on the online commentary.”

    About VH1, Viacom18 Media VP and business head – digital media Rajneel Kumar says: “It is a symbiotic relationship with our viewers, where we engage with them across content, artistes, events and everything which makes their life musical.”
    VH1 not only promotes British music, it airs American reality shows on pop stars from different countries. It screens music documentaries and concert specials, live telecasts and repeats of shows like the Grammy Awards, American Music Awards and MTV Music Awards.”

    Kumar calls it a two-way process. “Since we have had a long-term interaction with our audience on social media, we now know their pulse. We understand what kind of music and lifestyle content they like and how our innovations in content and technology can suit their palate.”

    Not surprisingly, the channel has ramped up its programming with on-air and on-ground initiatives like Global Music Xpress, Dance 101, Big Brother, Vh1 Playlist, Jazz Masters, Yo Momma and tickers.

    What purpose does the channels’ social media presence serve, really?

    Explains Bhattacharya: “MTV’s digital destination isn’t just a place where an MTV fan comes to consume repeats of on air content; it is a place where we echo their interests and serve them content that is tailored to their needs. The popularity of our digital assets has changed the way we serve and develop content, massively, as well as the perception of our audience. The success of our digital platform has ensured that digital is no longer just a marketing support but a considerable revenue generating function.”

    Says Kumar: “Vh1’s social media networks are an important element of the channel’s daily engagement with its core audience. In fact, the social networks are the primary touch point for all initiatives and interactions. The channel has done and will continue to create socially-driven content for its target audience.”

    Speaking of the people who handle both channels’ digital presence; the VH1 team is based out of Mumbai and has multi-faceted resources spanning editorial, technology, creative, graphics, product and marketing while MTV India too has a 20-strong team based out of Mumbai.

    Says Bhattacharya: “MTV does not believe in compartmentalizing everyone in specific roles, because there is so much to digital, and there is a lot of creativity and science involved. We have technology, marketing, content buckets and all are bound with the thread of creativity, with a strong focus on revenue.”

    What are the channels doing to draw greater traffic to the websites?

    Says Bhattacharya: “We are not only present and active on all social platforms, we also pioneer digital innovation. For example, we are the first brand in India to have a show on Vine (Pick Me Up) and the first brand to use Whatsapp and Pinterest, heavily, in campaigns like Nano Drive with MTV and Ceat and MTV Chase The Monsoon. By engaging our audience on multiple platforms, we ensure we are constantly top of mind which consequently increases consumption of not only digital content but consumption of our shows on television.”

    Kumar says: “Vh1 is constantly pushing the envelope when it comes to social media. We work very closely with social platforms at both the product level and engagement. The next wave of innovation on social will be around the television screen and social platforms seamlessly integrated. We also continuously innovate on our campaigns for brands that work with us to deliver very strong engagement and brand message delivery.”

    For Bhattacharya, there is no specific demographic the channel caters to. “As far as a brand is concerned, everyone is a fan and each of them has an opinion and preference. The content doesn’t choose its audience; the audience chooses the content. The idea is to cater to all types of viewers with differentiated content,” he says. The problem is one property does not appeal to everyone and you can’t get everyone to love everything. Also, a viewer who is very vocal about his dislike for a certain show may not be as vocal about his liking another show on the channel.

    What are the achievements in terms of social media?

    MTV has won multiple awards for social and digital campaigns at pretty much every event. One of the biggest was when Roadies won the title of the Most Social TV Show in the world, beating the likes of Supernatural, The Glee Project, Pretty Little Liars, WWE etc. “The amount of work we put in on Roadies, specifically, on digital, is of course worth a whole new story,” says Bhattacharya.

    While Kumar says: “Vh1 has been the first mover to mark its presence on most social media platforms and continues to grow. Maintaining such a dynamic community is no less than a challenge. It has the biggest network of international music lovers in India in the shortest span of time. Plus we have multiple big ticket contests, taking our fans to the biggest gigs all over the world, there has not been a single quiet day for Vh1 online.”