ITV

Tag: Maa TV

  • Maa TV partners with Amagi to launch customised channel feeds to Singapore

    Maa TV partners with Amagi to launch customised channel feeds to Singapore

    BENGALURU: India’s Telugu language Maa Television Network is using Amagi’s localisation platform for creating customised local feeds to Singapore for its “Maa TV” and “Maa Movies” channels claims Bangalore headquartered Amagi Media Labs.

    Maa TV has gone live with custom feeds on SingTel mio TV since April, 2013. Maa TV network uses its existing satellite feed playout for India as the base feed for Singapore as well, but masks few hours of programming and all advertising everyday on its feed to Singapore using Amagi’s localisation platform.

    Amagi says that broadcasters with common multi-country broadcast feeds can now adapt Amagi’s patent-pending localisation platform to easily fine-tune programming played out in individual countries. Broadcasters can ‘opt out’ of specific programs or even specific spot advertising in a country and replace it with some other locally appropriate content for the country by utilising Amagi’s cloud-based localisation platform.

    “We are able to ‘reliably’ and ‘cost effectively’ comply with all regulatory aspects related to programming and advertising for Singapore on both channels. Amagi gave us an end-to-end solution which has seamlessly merged with our existing systems and workflows”, said Maa TV COO J Sekhar

    Maa TV’s Sr. general manager, P Masthanaiah added, “We were looking for solution which would efficiently enable us to generate a local feed for Singapore from our India feed and Amagi offered just that. The technology is simple yet powerful and augments the existing systems effortlessly.”

    “Regionalisation of content is a pressing need for broadcasters. Amagi’s platform can easily integrate with existing workflows and systems of a broadcaster and reliably address regionalisation needs like local advertising, local programming to meet audience preferences, content masking for regulatory or copyright restrictions, etc. We are extremely pleased by the positive response to our exclusive platform from global broadcasters and are delighted to add Maa TV network as the latest customer”, said Amagi , Co-founder and CTO S Srividhya.

  • Maa TV appoints KYC Inclusive to measure efficacy of outdoor campaigns

    MUMBAI: Telugu television network Maa TV has appointed Hyderabad-based outdoor media evaluation company KYC Inclusive to evaluate efficacy of its outdoor campaigns.

    As part of the deal, KYC will do pre and post campaign evaluation to measure the efficacy of outdoor campaigns of Maa TV across Hyderabad, Vizag, Vijayawada, Rajahmundry and Tirupathi.

    KYC Inclusive will measure and evaluate all outdoor mediums which are part of Maa TV‘s outdoor campaign including billboards, bus shelters, train branding, bus backs, centre medians, and pole kiosks.

    Apart from this, at the pre-campaign planning stage, Maa TV will also get access to KYC Inclusive‘s study on location-wise trends for individual outdoor sites, information and analysis on sites which can give better reach and share to its outdoor campaign.

    KYC Inclusive‘s outdoor media measurement and evaluation methodology will allow Maa TV to know the reach, share, brand recall, and cost per contact of its outdoor campaigns.

    The deal will boost KYC Inclusive‘s plan to expand its outdoor evaluation services to major outdoor advertisers across the region.

    Commenting on this occasion, KYC Inclusive Co-Founder & Head- New Initiatives Nitin Tanksale, “While OOH media is becoming exceedingly vibrant, its evaluation and measurement is as important as spending on it. We are happy to have an esteemed client like Maa TV on board; our evaluation system will give strategic inputs in planning outdoor media and deliver great value to Maa TV‘s outdoor campaigns”.

    “Maa TV has always been consistent in promoting its shows and IP‘s on OOH media, appointing KYC Inclusive is a strategic step towards analyzing the efficacy of our outdoor campaigns. With this evaluation system, we will get to know the Reach and Share of our outdoor campaigns,” said a Maa TV spokesperson.

  • ‘Though reality shows are expensive, the yields are also high’ : Deepak Dhar – Endemol India country head

    ‘Though reality shows are expensive, the yields are also high’ : Deepak Dhar – Endemol India country head

     Riding the reality format boom, Endemol is stepping up efforts to grab a slice of the fiction content market in India. The company is also planning to foray into regional language content and is in talks with broadcasters like Sun TV, Raj TV and Maa TV.

     

    In an interview with Indiantelevision’s Nasrin Sultana, Endemol India country head Deepak Dhar also talks about the company’s venture into gaming and Call TV format shows.

     

    Excerpts:

    Most of the shows that Endemol introduces in India are based on international format. What kind of research and creative inputs do you work on to add local flavour to it?
    Whenever we get an international show format to India, we always try to adapt it to the local market. There is certain amount of local creativity that is allowed on the format shows. We try to draw and pull in expertise from other countries and learn from how they are doing the show there.

     

     

    We follow certain standards and practices while adapting an international format. Our in-house Indian teams make sure that the format is tailored to suit Indian sensibilities so that audiences can watch the content with their families around.

     

     

    For example our international property Fear Factor, which has done so well in other countries, was spiced up in India according to the need. Unlike its international version, Khatron Ke Khiladi had 13 female celebrity contestants.

     

     

    With the 13 female contestants in such difficult situations, we delivered nail biting thrill and competition. This was the first time that these female models were making public appearance without make-up. Besides, the Akshay Kumar-factor gave us an upper edge this time in the show.

    Does the India division of Endemol own any original format? Are you selling your format show to other foreign broadcasters?
    Endemol India owns the rights for the musical show Mission Ustad on 9X. The show was produced in association with United Nations. The show featured AR Rehman along with various singers who performed to achieve eight millenium development goals set by the UN. In the show, the contestants also composed and performed original tracks.

     

     

    We are in talks with an UK broadcaster to sell the rights of the show. We hope to seal the deal in two to three months.

    What about your most popular show The Great Indian Laughter Challenge?
    We do not hold any rights of The Great Indian Laughter Challenge. Star India holds rights for the format and the show. Endemol India only produces it.

    Besides Fear Factor and Big Boss, what are the other format shows that Endemol India is launching in the local market?
    We are in talks with a couple of Indian broadcasters to launch some of the format shows that we had brought rights to in Mipcom last year. Right now we are looking to launch format shows like Divided, Set For Life. Wipe Out, Divided and 1 vs 100.

    At the last Mipcom, Endemol had bought rights of shows like Kids are Alright and 11 Cameras for the Indian market. What is the reason that you have not yet launched them?
    These shows are very advanced in its nature to fit with the Indian viewers. They would not have accepted it then. We are launching them in India soon.
    ‘Although Indian broadcasters and producers have tasted success with reality, it is still fictions that work well with all kinds of viewers in India‘

    What went wrong in your not-so-good experience with fictions like Jamegi Jodi for 9X and Full Masti 88.2 for Sab TV?
    Although Indian broadcasters and producers have tasted success with reality, it is still fictions that work well with all kinds of viewers in India. Our weekly sitcoms have drawn good response. We are building up on that front.

    How aggressive are you on the fiction front and will it be in the same comedy space?
    We have a full fledged fiction division in Endemol India. This time we are trying to get away from the comedy genre. Currently we are working on two fiction-based shows in different genres. We are launching a fiction show, Miley Jab Hum Tum, on Star One.

    What steps are you taking to tap the rapidly growing regional space?
    We will be foraying into regional language markets very soon. We have already firmed up our team. Starting with the South, we will get into producing shows for Marathi and Bengali channels. In the South, we are talking to Sun TV, Raj TV and Maa TV.

    With reality shows being so expensive, do you think regional channels can afford them?
    Why Not? Though reality shows are expensive, the yields are also high. Regional players are ready to fork out money for such shows and reap the returns.

    What are the other areas that you are stepping into?
    Endemol is expanding its business in India. Besides producing shows, we are getting into other areas like gaming and call TV format shows.

    What are the shows that you are looking at to develop into the game software?
    We will develop gaming software on the format shows. We are planning a strategic alliance with a gaming company. We will hold the gaming rights for all these shows.

     

    Some of the format shows that we are looking to develop into gaming software include Deal or No Deal, Set for Life and 1 vs 100, among others.

     

    We are also planning to release DVDs with respective broadcasters on various shows.

    Could you elaborate on Call TV shows?
    Call TV is a show wherein viewers can interact with the TV programme host through a mobile. The theme for Call TV shows may vary from astrology to cooking recipe. These shows will be mostly in the non-prime time band.

     

    As of now, Call TV initiative is at the initial stage of formation. We will be introducing th Call TV shows by the year-end.
    For Call TV shows, are you talking to any Hindi news channels?
    We are in talks with some of the Hindi news channels.
  • Telugu stars, Matrix Labs promoter to take 60% stake in Maa TV

    Telugu stars, Matrix Labs promoter to take 60% stake in Maa TV

    MUMBAI: The Telugu television market is poised to become the new hot spot with superstars Nagarjuna and Chiranjeevi acquiring stake in Maa TV Network Ltd, the company which owns and operates a Telugu general entertainment channel.

    Along with Matrix Laboratories Ltd (a listed company), promoter N Prasad, Nagarjuna and Chiranjeevi will hold 60 per cent of Maa TV in a purchase deal worth Rs 400 million, a source close to the deal tells Indiantelevision.com. A formal announcement will be made soon.

    “In the revised capital structure of Maa TV, the three of them will have equal stake. The company will have a fresh infusion of Rs 500 million with the original promoter putting in Rs 100 million,” the source says.

    Maa TV founder-promoter Murali Krishna Raju’s holding will come down to 20 per cent after the restructuring. Raju, along with his associates, held around 80 per cent stake in the company. His individual holding was 50 per cent, the source adds.

    The fresh capital will be used to revamp the channel and fund other expansion programmes. “The whole business plan is being reworked. The company is finalising its strategies,” the source says.

    The restructuring will involve hiring of professionals including a chief executive. While Nagajuna and Chiranjeevi will also provide their creative inputs, Prasad has come in as a financial investor. “This will mark Prasad’s first investment into media,” the source says.

    Maa TV has been in search of funds for a long time and was earlier in talks with Star India and Sun TV. The entertainment channel was banking on movies, events and interactive mobile-based shows to drive in numbers but late last year introduced soaps in its programming lineup.

    Star India is planning to launch a Telugu channel in January, a market which is dominated by Sun Group’s Gemini TV and ETV Telugu. Zee made its entry in the South market with its Telugu entertainment channel in May 2005.