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Tag: Emerge

  • Saugato Bhowmik to head Viacom 18 Integrated Network Solutions, Jaideep Singh moves on

    Saugato Bhowmik to head Viacom 18 Integrated Network Solutions, Jaideep Singh moves on

    MUMBAI: Viacom18 has elevated Saugato Bhowmik as the head of its Integrated Network Solutions (INS) business unit. INS has been instrumental in developing brand solutions for consumers and live properties across music and entertainment genres. Bhowmik takes on the role from Jaideep Singh who will be moving on from the organization. Along with this new role, Bhowmik will continue to head the Consumer Products business line at Viacom18.

    Commenting on this development, Viacom18  Group CEO Sudhanshu  Vats said, “Saugato has rich experience in marketing and his expertise in consumer products has enabled us to monetize various brand properties through successful merchandising and licensing partnerships. We are confident that his sharp marketing sense and ability to mine consumer insights will help grow the INS business further. I would also like to take this opportunity to wish Jaideep the best for his future endeavors.”

    Vats further added, “We are taking this opportunity to build a fully ‘Integrated Network Solutions’ business with Consumer Products, BE Viacom18 & LIVE Viacom18 managed synergistically by one team for the organization”

    LIVE Viacom18 has launched successful IPs like VH1 Supersonic, MTV Bollyland, Nickelodeon Kids Choice Awards, Emerge, MTV Xtreme and Comedy Central Chuckle Festival.

    Viacom18 Consumer Products has been extremely successful in creating a robust portfolio of merchandize for the kids and youth segment with products including exclusive ‘Back-to-School’ Toys & Apparel in the kids segment. And everything from footwear to a themed café under the MTV brand name for the youth. The licensing arm of the network has also inked exclusive deals with ‘FC Barcelona’ & ‘Peppa Pig’

  • Saugato Bhowmik to head Viacom 18 Integrated Network Solutions, Jaideep Singh moves on

    Saugato Bhowmik to head Viacom 18 Integrated Network Solutions, Jaideep Singh moves on

    MUMBAI: Viacom18 has elevated Saugato Bhowmik as the head of its Integrated Network Solutions (INS) business unit. INS has been instrumental in developing brand solutions for consumers and live properties across music and entertainment genres. Bhowmik takes on the role from Jaideep Singh who will be moving on from the organization. Along with this new role, Bhowmik will continue to head the Consumer Products business line at Viacom18.

    Commenting on this development, Viacom18  Group CEO Sudhanshu  Vats said, “Saugato has rich experience in marketing and his expertise in consumer products has enabled us to monetize various brand properties through successful merchandising and licensing partnerships. We are confident that his sharp marketing sense and ability to mine consumer insights will help grow the INS business further. I would also like to take this opportunity to wish Jaideep the best for his future endeavors.”

    Vats further added, “We are taking this opportunity to build a fully ‘Integrated Network Solutions’ business with Consumer Products, BE Viacom18 & LIVE Viacom18 managed synergistically by one team for the organization”

    LIVE Viacom18 has launched successful IPs like VH1 Supersonic, MTV Bollyland, Nickelodeon Kids Choice Awards, Emerge, MTV Xtreme and Comedy Central Chuckle Festival.

    Viacom18 Consumer Products has been extremely successful in creating a robust portfolio of merchandize for the kids and youth segment with products including exclusive ‘Back-to-School’ Toys & Apparel in the kids segment. And everything from footwear to a themed café under the MTV brand name for the youth. The licensing arm of the network has also inked exclusive deals with ‘FC Barcelona’ & ‘Peppa Pig’

  • Live Viacom18 aims high with experiential marketing

    Live Viacom18 aims high with experiential marketing

    MUMBAI: Recognising the power and potential of experiential marketing, Viacom18’s on-ground arm  Live Viacom18 is all set to take things to the next level. What launched in 2013 with 12 shows, has expanded to more than 300 events in 2015, with 12 solid intellectual properties to its name. From VH1 Supersonic, MTV Bollyland, Emerge to Chuckle Festival, the list is long.

     

    What’s more, the company didn’t stop at just establishing brands but extended the property with every passing year, be it through campus interactions, club nights across tier II and III cities, to engagement through heavyweight events.

     

    “The idea was to expand each event into several individual extensions, which run through a year. We saw a tremendous growth story by following this strategy. That also ensured that advertisers and consumers have a sustained visibility and access to the properties throughout the year,” says Live Viaocm18 senior vice president and business head Jaideep Singh.

     

    Identifying the advantage that experiential marketing gives brand is the key reason for the initiative’s success across the country in such a short time. Not only has it been successful in multiplying eyeball reach exponentially, it has also managed to establish each of the properties as individual brands with a loyal following.

     

    “From our network perspective, we have premium brands in all the spaces from Nickelodeon to Vh1 to MTV to Colors, which are brands that can take live event space to the next level. Fortunately we are positioned rightly to make the optimum use out of this space and provide advertisers with the same. And these IPs cannot exist in isolation, they need a certain ecosystem as well, which we can create by leveraging the 150 million plus broadcast eyeballs that we command, and 95 million digital footprints that we reach. Viacom18 is our answer to exploiting such a massive reach in the live space,” he points out.

     

    “We have plans to touch one million people in terms of our live events. We are looking at taking us to 25 cities and 300 odd events through the year. The biggest contributor to this massive on ground success of Viacom18 is no doubt our flagship property VH1 Supersonic, which is synonymous with the country’s EDM music scene,” he adds.

     

    With the third instalment of the mega five day EDM extravaganza hitting the country from 27 December, Singh shares that the expectations are quite high from this year’s lineup, audience turnover as well as brand integration and partnerships.

     

    “Last year was fantastic. We felt so connected with our fans who attended the festival and the bond will only grow stronger this year. Building on last year’s success where approximately 100,000 dance music fans surrendered to the enigma of dance music at Candolim beach, we have been inspired to make this year’s edition of Vh1 Supersonic a much grander affair,” Singh shares.

     

    “Our vision at Live Viacom18 is to provide dance music fans with a holistic experiential experience thereby igniting the collective passion for dance music and fulfil the needs of devoted music lovers. The third edition of this festival with its exciting line-up of artists and association with the global music fraternity will be an experience that fans will remember for a long time to come,” he signs off.

  • Viacom18’s live events business sees two-fold increase in a year

    Viacom18’s live events business sees two-fold increase in a year

    MUMBAI: Over the last decade or so Viacom18 has created fresh new ways to connect with its audience and build enduring relationships. The company’s on-ground property Live Viacom18, which has been building innovative IPs, multi-dimensional marketing and engagement platforms, has witnessed tremendous growth ever since it conception in October 2012.

     

    Sharing insights on the business with Indiantelevision.com, Viacom18 Media’s Integrated Network Solutions (INS) senior vice president and business head Jaideep Singh said, “From 2013 to 2014, we’ve doubled our business and this year too we intend to double it. If you look at the whole industry, we are the largest players. What took others five to six years to achieve, we did in a year’s time. Nobody has the ecosystem that we do, and nobody has that kind of IPs that we have. So in a way, we are the leaders in the Rs 400-450 crore market of live events.”

     

    Viacom18 began with 13 IPs and a few events in 2013. It then scaled up to 210 events in 2014 and plans are afoot to expand it to 300 plus events this year.

     

    Singh further informs that the property has been constantly increasing the number of hours of content produced. “The brand, which used to produce 10-15 hours of content when it began in 2013, will produce 50-60+ hours of content this year and that’s huge in the live events industry.”

     

    Live Viacom 18 has properties like Super Sonic, Chuckle Festival, MTV Bollyland, Emerge, MTV Extreme and the awards property, which will be held in the third or fourth quarter this year. Additionally, more than 350 plus artists globally are set to add yet another feather to its success cap.

     

    While Live Viacom 18 is looking to explore with newer formats and enter newer markets, the ultimate aim is to give the audience a better experience, with great artists and bring in the best of the latest technology experience. Singh asserts, “This year we have introduced something new called Spiro, which is an initiative by MTV Indies.”

     

    Live Viacom18, which is a division under Viacom18’s Integrated Network Solutions, currently has presence in about 25 cities and is looking at expanding its footprints to 35 cities this year. When queried as to whether they intended to cater to markets outside India, Singh said, “Given an opportunity, we will explore markets outside India like Middle East Asia and South Asia to begin with.”

     

    Speaking about advertisers’ response to its properties, Singh said, “In the first year, we had about 15 brands on board, then in 2014 we had 40 brands and this year we have 70 plus brands on board. So the response from brands has been overwhelming for us.”

     

    Of the 300 plus events planned this year, Live Viacom 18 has already held 30 events in the first quarter of 2015. What’s more, the team is all prepared to handle the pressure. Asked whether the company was looking at beefing up its team, Singh said, “No we are not beefing up our teams. We have separate teams for our properties and hence there is focus among them and they are all set and excited for the line up of events.”

     

    On the marketing front, Live Viacom 18 will leverage its advantage of being a broadcaster and its digital presence to engage with audiences. Additionally, the traditional forms of media like print, radio and OOH will also be used to gain marketing traction. All in all, the company will roll out a 360 degree integrated marketing campaign, which will be executed across properties.

     

    Apart from this, the company also has an innovation up its sleeve. A tie-up with US-based technology company Mixify will help Viacom18 bring in artists to perform on video without them being present physically. With this technology not only will they increase their fan base but also create a lot more engagement in multiple cities at the same time.

     

    Highlighting three key trends that the industry was moving towards, Singh said, “The first one is towards more and more live entertainment events with newer formats. Secondly, there’s been an increase in consumer spends and thirdly consuming merchandise.”

     

    Singh informed that currently LIVE Viacom18 is not active in the merchandising front, but it is an avenue that the company will explore going forward.