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Tag: Music F Fatafati

  • Zingaat is the Las Vegas of Marathi entertainment, says Vikas Varma

    After creating 9XM,  Hummra M, Music F Fatafati, Bflix Movies,  Dicky “Speak” Pvt Ltd CEO Vikas Varma has launched his own Marathi music TV channel Zingaat. Apart from Varma,  Ramesh Jassani, Shirish Ruparel and  Narayan Sharma own shares in the company.  “All four of us bring tremendous television, advertising and media experience to the table making this a formidable combination of content, distribution, advertising, sales and marketing. The four musketeers, together, are the life force of Zingaat,” said Verma.

    In conversation with Indiantelevision.com’s Parvinder Sandhu, Vikas Varma shares his plans and insights into his channel. Excerpts:

    Where did you see space for a new Marathi music channel? Weren’t there a plenty already?

    A space or a vacuum need not exist for a product that is giving the viewers an entirely refreshing and new entertainment experience. Zingaat, as the name proclaims, is such a viewing experience, totally in tune with today’s Marathi viewer. Marathi movies and music, unjustly so, have for too long lived under the shadow of Bollywood. However, that has changed dramatically in the last few years. Marathi movies and music claimed and achieved its rightful top position and it was important to create a TV channel that reflects and celebrates just that. Thus, Zingaat.

    Zingaat looks a little like what 9XM Hindi Music channel used to look when it was #1. Your comments on that.

    9XM was created by me in 2007, which immediately became #1 in its second week of launch. But, that was in 2007, which I refer to as ‘Version-1’. After this, I created the Bhojpuri Music Channel, Hummra-M, which too became #1 and then Music-F Fatafati, the Bangla Music Channel, with similar results. Those were ‘Version-2 & 3’.

    Zingaat is a fantastically upgraded and entertaining music channel, where I have used the accumulated experience of last 10 years, since I created 9XM, Hummra-M and Music-F Fatafati. Zingaat is as different from 9XM as iPhone-1 is different from iPhone-7. That, Zingaat is the only TV channel celebrating the new face, success and pride of Maharashtra, makes it even more exciting and fulfilling for me.

    Shall we say Zingaat could have been inspired by ideas such as Sony Rox’ that primarily focuses on huge mainly-Hindi music popular in the sub-continent and among the diaspora across the globe?

    The only inspiration that Zingaat had and continues to seek, is the joy and celebration of music. It is the Zingaat way of life. Our viewers experience this and participate in this joyfulness, eagerly and happily.

    What has been your research in this context? What is your target group?

    Youthfulness, music and joy has the infinite power to attract humans of all ages and demographics. Zingaat is this sparkling, joyful TV Channel that personifies these qualities. These qualities are highlighted by our Channel Super Heroes called, Ussal, Missal and Maddy. They sing, dance, play pranks, recite poems and represent the free spirit of Zingaat and all our viewers. One does not need research to tell us that almost everyone loves candy. However, under the hood of our brand Zingaat, lies the result of some serious content selection, which has been mood-mapped to perfection.

    Our Super Heroes, Ussal, Missal and Maddy have been inspired by the colours of the rainbow and sound of falling rain, however the technology used to create them are cutting edge 3-D animation tools.

    Which genres of music do you plan to have? Have any reality shows been planned too?

    Zingaat is the Las Vegas of Marathi entertainment. Only the best acts come here. So, the display window showcases only Hit-Pe-Super-hit. Expect only the best of best on Zingaat. Yes, a few shows are in the pipeline, and we are very excited to be showcasing these products for the first time and in this manner to our viewers.

    What are the marketing plans for Zingaat?

    We have an extensive marketing plan in progress right now. This includes over 500 billboards all over Maharashtra as well as radio and TV spots. Our focus is also the interiors of Maharashtra where we will be taking road-shows and high-energy ground activation. That apart, we are organising contests for our viewers, with high-value premium gifts. And, not to forget movie halls and cinemas, where Zingaat will spread its joy and fun.

    How are the viewers responding to Zingaat. How is the feedback?

    The response has been phenomenal and in my experience, and unprecedented. Zingaat has a “Selfie’ showcase for our viewers on its TV screen which runs constantly 24X7. We have been getting thousands of beautiful selfies from our viewers non-stop. We are delighted to show-off our viewers happy faces on our channel. This is the age of the smart phone and Zingaat complements that as a ‘smart channel’.

    Excited viewers result in super excited advertisers who have been meeting us and want to be a part of our mission to heighten viewer experience. So, a lot of Zingaat razzle-dazzle is spreading its magic all around. All I can say is, the party has just begun, wear your fanciest clothes and jump in!

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  • Helios Media elevates Shrutish Maharaj as chief sales officer

    Helios Media elevates Shrutish Maharaj as chief sales officer

    MUMBAI: Helios Media has promoted Shrutish Maharaj as chief sales officer. 

    He has been a part of the company’s core team since its inception four years ago.

     

    In the new role, Maharaj will be responsible for spearheading the revenue and content marketing functions at Helios. He has about 12 years of experience and has earlier worked with organisations like India Today Group, HT Media Ltd, Network 18, UTV News ltd and Times Group in various capacities.

     

    Maharaj said, “The last four years haven’t been the easiest but surely most exciting and enriching. We have created benchmarks and then recreated them. We are constantly redefining the way people approach media sales and it’s most satisfying to see larger networks counting on us as experts of specialty products. We have built this team of handpicked people for whom sales is a passion; more than just a career and I would say our people are our biggest assets. I am definitely thrilled at this development and am geared up for all the challenges and opportunities coming our way this year.”

     

    Helios Media currently handles revenue mandate for MTunes HD, Living Foodz, Epic TV, Music F Fatafati, food vertical of Femina (WWM Group), Fashion TV in exclusive capacity.

     

    Apart from the above he will also lead Brand Chef, which is an indigenous initiative by Helios connecting the brand, consumer and content in the food domain.

     

    Commenting on Maharaj’s appointment, Helios Media managing director Divya Radhakrishnan said, “I am glad that the reins are now in the right hands and Shrutish will continue to make us proud. His organisational pride of wearing the Helios Spirit on his sleeve has been heartening and also infectious.”

     

    Helios Media COO Bala Iyengar added, “Shrutish is a perfect example of what it takes to sprint your way to this coveted position, which was waiting for him to occupy. The right persona that a rapidly growing organization likes ours is what Shrutish has worked towards developing and successfully at that.”

  • Sangeet Bangla garners 49 per cent share in music genre in Bengal: TAM

    Sangeet Bangla garners 49 per cent share in music genre in Bengal: TAM

    KOLKATA: Sangeet Bangla has emerged as the most watched channel of Bengal in the music genre, as per the week 22 of TAM TV Ratings. The music channel has beaten Music F Fatafati in terms of gross viewership in thousands (GVT), time spent per viewer (TSV) and reach (RCH). Sangeet Bangla has garnered 4,458 GVTs, whereas Music F Fatafati managed 2,455 GVTs.

     

    On the other hand, Dhoom Bangla got 2,190 GVTs.

     

    Sangeet Bangla, in week 22 has garnered a market share of 49 per cent, while Music F Fatafati has around 27 per cent and Dhoom Bangla has 24 per cent.

     

    A city-based music expert said that even though young people today are glued to Bollywood and Hollywood tunes, the TAM data clearly reveals that they consume Bengali music as well.

  • MUSIC F- Fatafati partners with Axe for ‘Dance Party Jhinchak’

    MUSIC F- Fatafati partners with Axe for ‘Dance Party Jhinchak’

    MUMBAI: MUSIC F- Fatafati, the recently launched music channel by Royal Raj Media and Launch Pad, is set to air a new show Dance Party Jhinchak.  The channel has collaborated with Hindustan Unilever’s Axe for the show, which has been designed on a similar theme as the ‘Axe Boat Party’.

     

    Expect to see youngsters groove to the remixed Bangla music on the show. Be it by the poolside, a beach affair or retro, the property will have thematic parties shot over eight episodes which will be aired for a period of three months between 10-10.30 pm every day.

     

    For the channel which currently holds the highest time spent viewing ratings in music channel genre in Bengal, this new property aims to set a benchmark in the Bangla music industry. This partnership will enable Hindustan Unilever to engage with a larger segment of its target audience as well as prospective consumers.

     

    On ground activities will start from Kolkata and eventually move onto other cities as well.

     

    Speaking about the concept of the new property, Launch Pad director Vikas Varma said, “We believe in giving a world class experience to our audiences. This new property will set a new trend in the music industry that breaks monotony and sets the rating points soaring high.  The viewers will get to explore the richness of Bangla music in a very interesting way. It is going to be a good blend of music and fun.”

     

    Taking about channel’s association with HUL’s Axe brand, Launch Pad director Probal Gaanguly said, “We are delighted to have Axe on board, as this will be a perfect platform for brand’s core target audiences. In short time, channel has gained immense popularity and we are determined to try out new things to increase engagement with our viewers and advertisers. Dance Party Jhinchak is a one of a kind property that will make Music F – Fatafati a leading music channel in the region and also open opportunities for new genres.”

     

    The channel has launched a 360 degree marketing campaign for the new property, which includes outdoor hoardings, press ads and cantor activities across multiple locations. Music F – Fatafati is available across all cable and on digital platforms.

  • Music F Fatafati gains big in week 16 of TAM TV Ratings

    Music F Fatafati gains big in week 16 of TAM TV Ratings

    KOLKATA: Music F Fatafati has beaten Dhoom Bangla in terms of gross viewership in thousands (GVT) and time spent per viewer (TSV), as per the latest report of week 16 released by TAM.  Music F Fatafati has also beaten Sangeet Bangla in TSV.

     

    As per the TAM report, the data has been collated from the target group of 15-24 years. Music F Fatafati garnered 765 million GVTs as compared to the 549 million GVTs it got last week. The time spent on the channel was 39.16 hours as compared to 26.02 hours recorded last week.

     

    On the other hand Sangeet Bangla garnered 1313 million GVTs as compared to the 1208 million GVTs, last week. The time spent on the channel was 30.32 hours, up from 28.69 hours, recorded the previous week.

     

    Dhoom Bangla has gained big this week. The channel received 737 million GVTs, an up from the 467 million GVTs it got last week. It also saw a rise in the time spent, which was 31.23 hours, as compared to 22.05 hours, a week before. 

     

    Even though young people today are glued to Bollywood and Hollywood tunes, the TAM data clearly reveals that they consume Bengali music as well.

     

    Commenting on the report, media analyst Namit Dave said, “There is so much demand for music in Kolkata that the new entrant Music F-Fatafati has easily started to get a good pie especially when others are already doing well in the market.” 

  • Music F Fatafati eyes number one spot

    Music F Fatafati eyes number one spot

    KOLKATA: Barely three to four months since its launch in January this year, Music F Fatafati, a 24×7 free-to-air Bengali music channel, is already aiming to be number one.

     

    The channel, which claims to change the way Bengali (Bangla) music is consumed, also plans to launch ‘Dance Party Jhinchak’ and will flag off a month-long multimedia marketing campaign, starting Tuesday. A highpoint for the channel has been its GVT last week of 574, and RCH and TSV of 559 and 31, respectively.

     

    “Music F Fatafati is the most viewed channel in six out of the last eight weeks. The channel is already at number two in the Bangla music genre,” read a statement issued by the channel. “The current performance of Music F Fatafati is without any promotion and advertising till date,” the statement added.    

                                    

    Music F Fatafati targets the youth in the 15-24 year age group and airs the latest Bengali music. The shows are punctuated by 3D animations and cartoon shorts around the channel’s very own animated characters Jagai, Madhai and Pappi Da, who are also called the channel’s heroes.

  • Now a Fatafati music treat for Bongs

    Now a Fatafati music treat for Bongs

    MUMBAI: For all those Bengalis out there, one more music channel has been added to the existing list. However, Music F Fatafati – launched on 25 January by Royal Raj Media and Launch Pad – claims to change the way Bangla music is consumed.

    For starters, the name is but the street language (Rasta) equivalent of ‘rocking’ and ‘awesome’. The 24X7 free-to-air channel targets the 15-24 year age group and airs the latest Bengali music.  In between the shows, viewers will be punctuated by 3D animations and cartoon shorts around funny characters – Jagai, Madhai and Pappi Da – lovingly called ‘the heroes of the channel’.

    About the launch, Royal Raj Media director Siddharth Misra says: “We are pleased to tie up with Launch Pad for the launch of Music F – Fatafati and offer the latest in Bangla music to our audiences. With a strategic tie up with Eskay Films, we hope to deliver a fantastic product.”

    While Fatafati currently has 20-30 per cent original content on air with high-energy numbers in the morning and evening, and softer, more romantic songs in the afternoon, plans are to initially focus on contemporary Bangla film music and later provide differentiated content through the tie up with Eskay. Eskay Films director Himanshu Dhanuka says he is excited to be a part of this collaboration to promote Bangla music culture and looks forward to more such associations in the future.

    Launch Pad director Vikas Varma, who played a key role in the 9XM launch, explains the concept behind Fatafati. “After the successful launch of various TV channels like 9XM etc., Music F – Fatafati has been very close to my heart. In the past five to six years, Bengali music and movies have achieved world-class standards. I believe this channel will change the way viewers consume music. This is my gift to all Bangla music lovers,” he says, before adding, “We have grown by 100 per cent from the first week to the second week.” Fatafati, which is facing tough competition from Dhoom, Tara Music and Sangeet Bangla, has achieved number two position in a short span of time.

    Probal gaanguly

    Launch Pad director Probal Gaanguly

    For Launch Pad director Probal Gaanguly: “The primary reason for planning this project was that while there are many channels, not all are of significance. What we are providing and what we have created as a viewer proposition is completely different from other music channels in Bengal in terms of quality, presentation and what we will be offering to sponsors and advertisers as a brand proposition. Other channels have been working but they mostly have a regional perspective. What we are bringing is a national perspective because of our own background. We have built brands over so many years…”

    Fatafati took six to eight months right from the planning to the final stage with the launch pad team comprising not more than 15 people and not much research going into the launch. Varma reasons: “I am from Kolkata and I somewhere knew what people need and my TG is all the people I have been dealing with and talking to and have grown up with.”

    According to Varma, Bangla rock music is huge but the problem lies in music bands not having the money to create videos. So, the channel is currently in conversation with these groups. “Right now, we are talking to various music bands, getting their music and working on their story board and helping them to make their music video, which we will be happy to showcase. This thing has never been exploited in Bengal before,” he says.

    Soon, Fatafati will launch a segment called ‘Viewers countdown’ having the top ten favourite songs of the audience. “We may sit in our ivory towers and feel a particular song is good but finally, it is about what the audience wants. We want to figure out that and put it on the channel,” says Varma.

    In a first, Fatafati will showcase a daily dance show, starting next month. “It is young teenagers dancing to their favourite tunes. Great remix music and kids dancing in different styles… Total glam-rock,” he adds.

    Speaking of the channel’s ‘heroes’, he says: “If what I had done in 9XM was an ambassador at that time, this is a Ferrari. It is really rocking. The music, special effects, graphics, animation is awesome. It is international standard. It is more like what Hollywood would come out with. Other local music channels do not reflect the change in environment in the Bengali film industry, but I’ve always viewed my channel as the Las Vegas of Bengali music.”

    Fatafati is available as FTA with Kolkata MSOs such as Den, Hathway and SitiCable among others. It is yet to mark its presence on DTH platforms and cities outside of West Bengal.

    Asked if the channel plans to turn pay anytime soon, Varma laughs it off saying, “Greed call will take later. I believe in free music and music should always be free.” While Gaanguly says: “We wanted to first launch the channel. Give viewers a completely clean experience of watching the content and the packaging. Slowly, we will get advertisers on-board. This will also help us keep a check on our distribution and availability.”

    The existing ad rate is Rs 2,000 per 10 sec but in the inaugural couple of months, the channel brought out some inaugural packages between Rs 500 and Rs 1000 per 10 sec.

    About the 12-min per hour ad cap, Gaanguly says: “I feel we would be in the advantage, because we don’t have the baggage of running more ads. Personally and as a company, we believe that the ad cap is going to be good for the industry as well as the viewers in the long run. The entire business plan is based only on 10-minute. We are starting off on a clean slate. Our every business approach is based on 10-minute only.”

    Marketing and promotion

    Industry sources say investment of nearly Rs 20 to Rs 25 crore is required to start a regional music channel but in the case of Fatafati, between Rs 15 to Rs 20 crore has been invested. 

    Apart from the metro stations in Kolkata where the channel promos played before the launch, not much marketing and promotion went into the launch of Fatafati. “I believe when you are launching a new channel, a music channel, it has a great fanatical following by itself. You really do not need to do a big marketing campaign,” says Varma before adding, “These things are no ball. We start with huge budgets and eventually, the channel has to make money soon. You can’t be running a loss making channel.”

    Vikas Varma with Music F Fatafati's animated characters

    However, Fatafati expects the electronic programme guide (EPG) to work in its favour apart from the buzz on social media. The channel has around 2000 fans on facebook.com with 900 people talking about it. It has its own YouTube channel which airs music plus jokes and gags by the animated characters.

    The initiative has been applauded by the media professionals as they believe that F Fatafati is likely to do well. “Music is much in demand in Kolkata as is evident from the popularity of the three music channels. A new channel like Fatafati would easily get its share of viewership if it has strong content,” remarks a Kolkata based media planner.

    “Even though young people love Bollywood and Hollywood tunes, they consume Bengali movie music as well as Bengali music and movies have achieved world class standards in the last five years,” signs off the media planner.

    About the collaborators

    Royal Raj Media has invested in association with Launch Pad in the conceptualisation, creation and management of Fatafati for the next three years. Launch Pad is a first-of-its-kind BOT (Build-Operate-Transfer) model in the broadcasting space. Launch Pad is looking at launching many more regional music entertainment channels in the future. In a similar deal last year, the company successfully launched Bhojpuri music channel Hummra M.