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Tag: M Tunes

  • 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.

  • What the music channels said on the ad cap issue

    What the music channels said on the ad cap issue

    MUMBAI: After the News Broadcasters Association (NBA) presented its side of the story, it was the turn of the music channels to present their case in the Telecom Disputes Settlement Appellate Tribunal (TDSAT) regarding the troublesome 12 minute ad cap regulation that is being enforced by the Telecom Regulatory Authority of India (TRAI).

    The hearing that went on for two days (Monday and Tuesday) had the music channels counsel speaking on behalf of the four music channels – 9XM, B4U, M Tunes and Mastiii. The main point raised was violation of Article 14 of the constitution of India by the TRAI. The Article states: “The State shall not deny to any person equality before the law or the equal protection of the laws within the territory of India Prohibition of discrimination on grounds of religion, race, caste, sex or place of birth”.
     
    According to counsel, the TRAI is violating Article 14 by putting all the channels in the same basket. There are different types of broadcasters delivering both free to air and pay channels in the genres of news, sports, music etc. It is inappropriate to be treating ‘unequals as equals’ by classifying all channels in the same category, counsel emphasized. To support his argument, he said that FTA channels don’t get subscription revenue and work on purely advertising while pay channels have the benefit of both.
     
    Apart from this, other issues raised during the hearing were similar to the ones the NBA counsel had raised such as the jurisdiction of the TRAI to come out with such a regulation, unregulated and high carriage fees and high cost of content production.
     
    There is a long list of channels that will now present their cases in front of the TDSAT bench of Justice Aftab Ahmed and member Kuldip Singh including Reliance Big Broadcasting, Sun TV Network, Raj TV, E24 Glamour, Eenadu Television and Polimer Media.
     
    After this, TRAI will defend itself. The hearing is set to continue today.
     
    This is surely one case that will take much time to resolve.

    To read about previous reports on the case scroll down.

  • Center Fresh presents Gum charades

    Center Fresh presents Gum charades

    MUMBAI: Center Fresh, with its ‘Zubaan Pe Rakhe Lagaam’ proposition, has recently launched a digital campaign called ‘Gum Charades’.

     

    Ogilvy & Mather handles the brand. The agency’s NCD Abhijit Avasthi said, “Center Fresh is a youth driven brand and is in the process of establishing itself in the digital sphere. Through Gum Charades, Center Fresh is revamping a popular game and adding a digital twist to it. We hope this game will be a hit among 15 to 24 year olds.”

     

    To translate the real experience of playing dumb charades to the digital medium a microsite has been created: www.centerfresh.in/gumcharades. To popularise the concept of Gum charades and drive traffic to the micro site, the brand has tied up with TV channels like 9XM, Channel V, M tunes and Zoom for content integration and will also be airing radio spots on popular radio stations in Delhi, Mumbai and Pune.

     

    Commenting on the campaign, Perfetti Van Melle India category head – gums Mandar Keskar, said, “Most digital initiatives today are adapted from television campaigns. With the growing relevance of digital as a medium especially amongst youth (our core TG), we realised that it’s important to customise brand content for this medium rather than adapt it. Gum Charades, is one such initiative in this direction. As far as the concept is concerned, it’s rare to find a popular game with a natural brand fit; we have been quite lucky in this aspect.”

     

    “We wanted an idea which was platform agnostic for Center fresh,” said Maxus Delhi general manager V Narayanan. “The concept of Gum Charades resonates seamlessly with the brand proposition, which consumers are willing to share across their social networks for its unique entertainment quotient.” The media agency is behind this idea.

    Apart from the microsite, the game can also be played on Facebook where an app has been created and on mobile platforms like Rocketalk and Vuclip.

  • Reliance joins the horde of TV channels challenging the 12 minute ad cap in TDSAT

    Reliance joins the horde of TV channels challenging the 12 minute ad cap in TDSAT

    NEW DELHI: The Telecom Disputes Settlement and Appellate Tribunal (TDSAT) today said a petition by Reliance Big Broadcasting, Mumbai, relating to their television channels will be heard along with other matters challenging issues relating to the ad cap sought to be implemented by the Telecom Regulatory Authority of India (TRAI).

     

    The matters will be heard by the TDSAT on 21 October along with other channels such as Music Xpress, Mastiii, B4U Music, M Tunes and 9XM.

     

    Earlier, TDSAT had accepted an assurance by TRAI not to take any coercive action against television channels from 1 October, when the ad cap of 12 minutes per hour was to have come into force.

     

    In a hearing earlier this week in a similar matter, counsel for TRAI had told TDSAT that an anomalous situation had been created with some channels having accepted the ad cap with effect from 1 October. It was therefore requested that the matter be resolved once for all.

     

    TRAI has so far admitted a large number of matters including one by the News Broadcasters Association (NBA) which seeks to challenge the status quo of TRAI in the matter. That petition had been listed for hearing on 11 November but will now be heard along with the others.

     

    The Tribunal had earlier said that while the channels will maintain weekly records of the advertising time per hour on a weekly basis, they will not be required to submit this to the regulator. Unlike the current practice, the records will only be submitted to TDSAT at the time of the hearing of the case.

     

    At that time, Counsel A J Bhambani for the NBA had said that a delegation of the Indian Broadcasting Foundation (IBF) had submitted a formula to the regulator but that did not preclude the broadcasters from challenging the validity of the regulations.

     

    He also said that this was only a compromise reached between the broadcasters and the regulator and could not form the basis of penal action since it was not a regulation or legal provision.