ITV

Tag: Pawan Jailkhani

  • 9xO, Livon announce hunt for India’s first all-girls K-Pop

    9xO, Livon announce hunt for India’s first all-girls K-Pop

    MUMBAI: 9XO in partnership with Livon is launching the hunt for India’s first ever All Girls Korean Pop (K-Pop) band. Recognising a growing affinity for the genre in India, Livon is looking for India’s Top K-Pop Stars in partnership with international music channel 9XO. 

    The K-Pop genre has created one of the biggest waves in the global entertainment circuit and gained immense popularity with gen-Z across the world. With K-pop stars becoming major global fashion influencers and shaping fashion trends worldwide, styling has become critical for any emerging talent in the genre. Thus, Livon will focus not only on the hunt for singing abilities but will also groom the contestants into getting that awesome K-Pop look.

    Open to all K-Pop enthusiasts in India, the talent hunt is aimed at finding and honing the best K- Pop talent from across the country. The chosen band of 5 Indian girls will get a chance to record their K-Pop music video and release it on air with 9XO. Livon’s India’s Top K-Pop Stars kicks off with on ground auditions in Guwahati and Shillong followed by shortlisting of winners and mentoring sessions in Mumbai. To help choose this band and mentor them throughout the process, Livon has partnered with popular musicians from the North East region- Alobo Naga, Alune Tetseo and Kuvelu Tetseo.

    Speaking about the launch, Marico Ltd  Chief Marketing Officer Koshy George said, “The growing popularity of K-Pop and the inclination of our consumers towards it was a huge push for us to launch India’s Top K-Pop Stars in partnership with 9XO. With this property, we want to give our consumers an opportunity to showcase their love for K-Pop and guide them on styling and performance as they work towards putting the first ever K-Pop girls music album in India. K-Pop is not just about music but also about the way one looks while performing that Livon aims to bring out in the most fabulous manner for its consumers.”

    Livon 9XO India’s top K-Pop Stars hunt will be promoted across 9XO and 9XM through on air promos and on their digital channels. The talent hunt will also be promoted across digital and social media platforms. Commenting on the initiative, 9X Media Pvt. Ltd Chief Revenue Officer Pawan Jailkhani said, “Our international music channel 9XO has always helped the viewers to discover great music. K-Pop being the music for the youth today, this hunt is an apt platform for the deserving and talented singers. We are pleased to partner with Livon and present Livon 9XO India’s top K- Pop Stars. We believe in creating content that is unique and different; hence we present the hunt for India’s first all girl K-Pop band. I am confident that this talent hunt will be yet another success story waiting to happen with the Audience Brand Connect division at 9X Media.”

  • Ponds’ Googly Woogly melody on 9XM

    Ponds’ Googly Woogly melody on 9XM

    MUMBAI: 9XM, the popular Bollywood music platform, gas recreated the iconic Pond’s Cold Cream tune ‘Googly Woogly Wooksh’. This popular jingle has been done as a music video by 9XM for Pond’s cold cream, a Unilever brand.

    The new rendition has been sung by popular Bollywood singers Monali Thakur and Armaan Malik. They are also featuring in the music video composed by Jeet Gannguli while Swanand Kirkire has penned its lyrics.

    The music video is airing on 9XM and is being broadcast across the Channel’s YouTube and other social media platforms.

    The ‘Googly Woogly Wooksh’ music video exclusively launched on 9XM is part of the brand integration campaign by 9X Media’s Audience Brand Connect (ABC) division.

    9X Media chief revenue officer Pawan Jailkhani said, “The ‘Googly Woogly Wooksh’ video has received an overwhelming response from the viewers with over 2.5 million YouTube views in just a couple of days.”

  • Ponds’ Googly Woogly melody on 9XM

    Ponds’ Googly Woogly melody on 9XM

    MUMBAI: 9XM, the popular Bollywood music platform, gas recreated the iconic Pond’s Cold Cream tune ‘Googly Woogly Wooksh’. This popular jingle has been done as a music video by 9XM for Pond’s cold cream, a Unilever brand.

    The new rendition has been sung by popular Bollywood singers Monali Thakur and Armaan Malik. They are also featuring in the music video composed by Jeet Gannguli while Swanand Kirkire has penned its lyrics.

    The music video is airing on 9XM and is being broadcast across the Channel’s YouTube and other social media platforms.

    The ‘Googly Woogly Wooksh’ music video exclusively launched on 9XM is part of the brand integration campaign by 9X Media’s Audience Brand Connect (ABC) division.

    9X Media chief revenue officer Pawan Jailkhani said, “The ‘Googly Woogly Wooksh’ video has received an overwhelming response from the viewers with over 2.5 million YouTube views in just a couple of days.”

  • ShopClues’ exclusive launch of Sunday Flea Market on 9XM

    ShopClues’ exclusive launch of Sunday Flea Market on 9XM

    MUMBAI: ShopClues makes a grand move towards Television through its recent tie-up with India’s leading Bollywood Music Channel, 9XM. The agenda is to market its best-selling property and to rekindle the true essence of a Flea Market on TV, via unique theme-based musical show titled ‘Shopclues.com presents Sunday Flea Market’. Airing every Sunday from 11 am to 1 pm, ‘Shopclues.com presents Sunday Flea Market’ proffers an exciting shopping experience to the tunes of Bollywood Chartbusters.

    The show rides on the popular concept of Online Flea Market pioneered by ShopClues, with the same name. Since inception, ShopClues’ Sunday Flea Market has been a real game changer in the Indian Ecommerce space. This merchandizing property curates a mix of Products Under Rs. 1000 to replicate the experience of a ‘Shani Bazaar’ or ‘Mangal Bazaar’, hence it is modelled to the frame of local neighbourhood bazaars. Featuring Unstructured Product Categories like Daily Utilities, Garden Needs, Kitchen Storage, Hardware, Electronics & Automotive Accessories etc., it caters to the needs of consumers of every age group.
    This prized proposition brings the serendipity of finding Unusual Products online such as a Skipping Rope or a Mosquito Killer Racket, which are often pursued in a local street market on a Sunday. The eagerness to explore and buy all the day-to-day utilities at home triggers the impulse shopping behaviour of consumers. Its Low Price Point coupled with Unit Quantity element propels merchants to sell such products at amazingly low prices. Tapping the curiosity and excitement of consumers, it brings the most Paisa-Vasool Deals to the table, every Sunday. This first-ever Online Flea Market is now streaming on TV to entice the large viewer base of 9XM.

    ‘Shopclues.com presents Sunday Flea Market’, is an anchor-based show where viewers get to watch the latest Bollywood songs along with introduction to the Aflatooni Products of Sunday Flea Market. Now, shoppers across India have another medium to access the Best Deals on almost everything they need in their daily life.

    Speaking about the association ShopClues marketing AVP Nitin Agarwal said, “Sunday Flea Market has been one of the most successful merchandising propositions in the Indian e-commerce segment and now we bring this amazing offering on TV. Our consumers and viewers of 9XM can now enjoy a delightful cocktail of shopping and entertainment with ‘Shopclues.com presents Sunday Flea Market’. The partnership with 9XM is certainly going to be a mutually beneficial one as both brands are very popular and have a massive appeal.”

    Commenting on the initiative 9X Media chief revenue officer Pawan Jailkhani said “Shopclues.com presents Sunday Flea Market, is a first of its kind show on Indian television where viewers get to shop while getting entertained with the latest chart buster Bollywood songs. We are pleased to partner with Shopclues.com in this endeavour. Sunday Flea Market will definitely resonate with the young music lovers across India.”

  • ShopClues’ exclusive launch of Sunday Flea Market on 9XM

    ShopClues’ exclusive launch of Sunday Flea Market on 9XM

    MUMBAI: ShopClues makes a grand move towards Television through its recent tie-up with India’s leading Bollywood Music Channel, 9XM. The agenda is to market its best-selling property and to rekindle the true essence of a Flea Market on TV, via unique theme-based musical show titled ‘Shopclues.com presents Sunday Flea Market’. Airing every Sunday from 11 am to 1 pm, ‘Shopclues.com presents Sunday Flea Market’ proffers an exciting shopping experience to the tunes of Bollywood Chartbusters.

    The show rides on the popular concept of Online Flea Market pioneered by ShopClues, with the same name. Since inception, ShopClues’ Sunday Flea Market has been a real game changer in the Indian Ecommerce space. This merchandizing property curates a mix of Products Under Rs. 1000 to replicate the experience of a ‘Shani Bazaar’ or ‘Mangal Bazaar’, hence it is modelled to the frame of local neighbourhood bazaars. Featuring Unstructured Product Categories like Daily Utilities, Garden Needs, Kitchen Storage, Hardware, Electronics & Automotive Accessories etc., it caters to the needs of consumers of every age group.
    This prized proposition brings the serendipity of finding Unusual Products online such as a Skipping Rope or a Mosquito Killer Racket, which are often pursued in a local street market on a Sunday. The eagerness to explore and buy all the day-to-day utilities at home triggers the impulse shopping behaviour of consumers. Its Low Price Point coupled with Unit Quantity element propels merchants to sell such products at amazingly low prices. Tapping the curiosity and excitement of consumers, it brings the most Paisa-Vasool Deals to the table, every Sunday. This first-ever Online Flea Market is now streaming on TV to entice the large viewer base of 9XM.

    ‘Shopclues.com presents Sunday Flea Market’, is an anchor-based show where viewers get to watch the latest Bollywood songs along with introduction to the Aflatooni Products of Sunday Flea Market. Now, shoppers across India have another medium to access the Best Deals on almost everything they need in their daily life.

    Speaking about the association ShopClues marketing AVP Nitin Agarwal said, “Sunday Flea Market has been one of the most successful merchandising propositions in the Indian e-commerce segment and now we bring this amazing offering on TV. Our consumers and viewers of 9XM can now enjoy a delightful cocktail of shopping and entertainment with ‘Shopclues.com presents Sunday Flea Market’. The partnership with 9XM is certainly going to be a mutually beneficial one as both brands are very popular and have a massive appeal.”

    Commenting on the initiative 9X Media chief revenue officer Pawan Jailkhani said “Shopclues.com presents Sunday Flea Market, is a first of its kind show on Indian television where viewers get to shop while getting entertained with the latest chart buster Bollywood songs. We are pleased to partner with Shopclues.com in this endeavour. Sunday Flea Market will definitely resonate with the young music lovers across India.”

  • 9XM to launch crowd sourced music AFP with Askme

    9XM to launch crowd sourced music AFP with Askme

    MUMBAI: Getting innovative with advertiser funded programming (AFP), music channel 9XM has partnered exclusively with Askme.com to present a one-of-a-kind crowd sourced music show on Indian television. Titled #Asktrack, this advertiser funded show will curate its play list for each episode from audiences’ request on a variety of social media platforms like Twitter, Facebook and Whatsapp.

     

    “Normally in a channel, it’s the programming team that decide what songs to play. But through this new show we are asking our audience to tell us what to air for them. In this endeavour we are happy to have Askme.com on board as our partners for#AskTrack and are confident that this viewer’s request show will resonate with the music lovers across India,” explains 9X Media chief revenue officer Pawan Jailkhani.

     

    9XM viewers can select their favourite songs from the shortlisted songs presented across 9XM social media platforms. The songs, which garner the maximum number of votes will be used in the playlist for the 90 minutes break less music band.

     

    Known for its innovative brand collaborations, the channel is banking on Askme.com’s brand concept to bring light to their new show through this partnership with the website.

     

    “Askme.com as client has a similar target audience as what as a channel and broadcaster 9XM delivers to. The eyeballs we want to grab are also whom Askme.com wants to reach out to. Both Askme.com and the show share a similar brand identity. Therefore it also makes sense for them to ride on our target audience to deliver their brand message,” Jailkhani shares, adding that the show, which took six months to bring into place, was conceptualised keeping Askme.com’s crowdsourcing model in mind.

     

    Pointing out that the whole concept is more of a trail for the channel, 9XM is not looking to heavily monetise it yet. For the AFP, 9XM will have Askme.com as the exclusive partner and is not looking to monetise the show with other brands. “This is more like an experiment for us to bring such a concept to Indian television for the first time. Askme.com as a brand finds it immensely synergised with their brand communication and hence they are onboard with us. It’s a larger commercial deal, which involves sponsoring and other things that we are doing for the show,” Jailkhani says.

     

    When it comes to marketing, the channel is going digital heavy as that is where their target audience is. “Apart from promoting the show across our networks electronically, we are focusing greatly on social media. Therefore a majority of our marketing spends are going into the digital campaign,” Jailkhani shares.

     

    Speaking about the association, Askme.com head digital strategy and CMO Manav Sethi said, “We are excited to partner with 9XM to launch #AskTrack, a unique concept, which will allow customers to request songs through social media. With this initiative we are continuing with our objective of offering another unique service to our consumers who are inclined towards music. We are confident that this partnership will be beneficial for both – 9XM and Askme.”

     

    The new show that goes on air on 21 December will be aired from Monday to Friday at 5:30 pm.

     

    Viewers can click on the FB/Twitter link to vote for their favourite songs; the playlist will also be shared on www.9xm.in/asktrack to enable seamless voting experience for the viewers.

  • 9XM’s iconic animated characters feature in Cadbury 5-Star live action campaign

    9XM’s iconic animated characters feature in Cadbury 5-Star live action campaign

    MUMBAI: Brand integrations have become the norm of the day. With ever-changing times, the broadcasters, along with advertisers and media agencies are coming up with novel and more exciting ways to put forth their message to the viewers beyond the 10 sec or 30 sec TVC.

    9XM has followed suit and collaborated with Cadbury 5-Star for the same. In the latest TVC, the channel’s iconic characters – Bade and Chhote are seen indulging in their quintessential ‘Bakwaas’ humour as Ramesh and Suresh (Cadbury characters) get lost and engrossed, courtesy 5-Star.

    Titled #JoKhaayeKhoJaaye, it is a two-episode campaign wherein the basic plot revolves around Bade- Chote chilling out with Ramesh and Suresh in a canteen and indulging in the usual banter and the Bakwaas Band Kar humour.

    The campaign showcases both the jodis getting lost in their own world after chewing on Cadbury 5 Star, thus bringing in the essence of ‘Jo Khaaye Kho Jaaye’.

    For the very first time, a brand integration-based concept has been executed, featuring animated characters interacting with real-life ones in a live action format.  All done in-house, it took around 45 – 50 days for the channel to execute and create a one minute TVC. How ingenious is that?

    Well, how does this entire process transpire? For starters, the network has an in-house department called “Brand Solutions”, that incessantly works on novel ways of creation, ideation and is also involved in production.

    Why did the channel choose Cadbury? Earlier, 9XM had been associated with iconic brands like Idea, Tata Docomo, Nissan and others.  The channel constantly ideates and tracks the iconic brands that are ruling the market to be able to associate with them. “How we can merge those brand communications with what we stand for as a channel or as a network, and what these characters stand for is our main aim,” says 9X Media chief revenue officer Pawan Jailkhani.

    The channel goes to these brands and pitch its ideas. “We go to brands where they want to go beyond a normal TV commercial. Cadbury is a case in point. We ideated for Cadbury, went to 5-Star to apprise them as to what the line of communication is, and then tried to merge both concepts, thereby popularising them with our characters,” asserts Jailkhani.  

    He further goes on to say that with over 5,000 brands in the basket, the channel can’t pitch to each and every brand. “We need to identify what they stand for, what the line of communication is and what they would like to do.”

    It took around 10 – 15 days for the channel to ideate, another 10 – 15 days to pitch and then the client’s creative team gets involved. He believes that brands should be equally excited to do something new, which is beyond the average TVC.

    “Iconic brands will also not lend their communication to any old brand, which is not a dominant / iconic brand. This becomes a perfect fit then and they also take a lot of time to ideate and lend their characters too. In this case, for the first time in the history of Cadbury, after the Ramesh and Suresh concept, have they actually lent those characters.”

    The two TVCs which went on-air in the last week of December, 2014 will run till mid January, 2015. “After some point of time the novelty also gets over.” Jailkhani believes that four – eight weeks is sufficient enough to viralise the brand.

    On the digital front, it gets replicated too.  According to him, the response in terms of social media is also huge. “People have seen characters like Ramesh and Suresh, Bade and Chhote in a different ‘avatar’. Response from day one has been fantastic. Creation like this goes beyond response.”

    According to Jailkhani, 9XM will continue to strengthen value additions and associate itself with big brands like Cadbury 5-star.

     

  • 9X Jalwa join hands with Lays

    9X Jalwa join hands with Lays

    MUMBAI: To provide an extra dose of entertainment to music lovers, 9X Jalwa has partnered with Ruffles Lays to present viewers with a special integrated show titled ‘Lays Magical 15’. In every episode of the show it will feature 15 blockbuster songs from Bollywood’s most prominent production banners like Rajshri Productions, Mukta Arts, Dharma Productions, RK Films etc.

     

    Besides the popular tracks, Lays Magical 15 will also feature interesting trivia around the film and its music.

     

    9X Media chief revenue officer (CRO) Pawan Jailkhani believes that the special show will provide the viewers with forever young flavour of Bollywood and help the brand reach out to its target consumers (15-24 age group).

     

    He further says: “Being the country’s largest music television network, 9X Media through its five channels is a big influencer amongst the youth. Our innovative and compelling content has always resonated well with our viewers. Majority of the big marketers and advertisers engage with us through cutting edge brand integration campaigns featuring our animated characters.”

     

    The show will air every Thursday at 7pm and repeats will be shown every Friday at 7pm.

  • Digitisation: Broadcasters not ready to rework ad deals

    MUMBAI: Broadcasters and the media agencies representing advertisers will soon lock horns over commercial deals as India‘s four metros move to digital cable TV from 1 November.

    An uneasy calm is already prevailing as the top multi-system operators (MSOs) have switched off English movie channels in Mumbai and Delhi on analogue cable from 10 October, the two prime ad markets. Next to follow is Hindi movie channels from 15th, news channels from 18th and Hindi GECs from 22nd of October.

    More real sense of the pain is to come for advertisers and media agencies nearly three weeks after and it can hurt or be a mild irritation depending on the number of consumers who stay without the digital set-top boxes (STBs) in their homes. The problem of television viewer dropouts in the metros of Delhi, Mumbai, Kolkata and Chennai becomes more sensitive in a high-spending festive season quarter during an ad slowdown year.

    In this interim transition, broadcasters do not want their commercial deals with advertisers to be reworked. Their logic: the gain will be for the whole industry and everybody has to join in making this sacrifice in order to feast later.

    “Our festive ad deals are locked. We are not ready to rework the commercial terms. The IBF (Indian Broadcasting Foundation) is taking up the issue on behalf of the broadcasters,” says Zee Entertainment Enterprise chief sales officer Ashish Sehgal.

    The media agencies, on the other hand, are wanting to cut short term advertising deals reflecting rate revisions

    based on the extent of STB penetration. Says Havas Media India and South Asia CEO Anita Nayyar, “This has been a year of reduced ad spends and basically a slowdown year. Now there is uncertainty about the reach of the channels in the metros. The deals will have to be re-packaged.”

    A part of that duel will be decided on Monday when the IBF, the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertises (ISA) meet TV measurement ratings agency TAM.

    The broadcasters are insisting on a “viewership data dark period” to smoothen the process of transition to sort out temporary disruptions and avoid a panic situation. An indirect implication of this: advertising deals can’t be renegotiated as there will be no benchmark data on ratings of TV shows or channels.

    Media agencies are taking the opposite course to achieve what the broadcasters are out to prevent. They want ratings so that the reality surfaces and every stakeholder knows to what extent digitisation has succeeded. A tussle can, however, be avoided if the government directs TAM to stop reporting about TV viewership data for a short period, allowing the industry to settle down to digitisation.

    Multi Screen Media president network ad sales and telephony Rohit Gupta reflects the aggressive mood that runs through the broadcasting community. “No broadcaster is going to rework the deals. The IBF and the NBA (News Broadcasters Association) are working together on this. The DTH has added over 25 million net subscribers and we haven’t got anything extra for this from the advertisers. There is no reason for us to take a cut,” he avers.

    Media agencies have already started making their demands. Sehgal admits that some requests have come asking for rate revisions but no discussions have followed. “We haven’t done any negotiations on rate cuts. Even in our annual deals we haven’t factored digitisation at all.”

    So will that mean a part of Zee’s ad inventory will go empty? “Our inventory is sold out for the festive season. Even the big-ticket properties like Saregama have no inventory left. For the network, we have locked in most of our deals,” says Sehgal.

    Smaller networks may not be in that lucky state and may have factored in digitisation in their ad deals with media agencies. Says
    9X Media chief revenue officer Pawan Jailkhani, “The date of digitisation has been decided months back. Advertisers have factored all of this while doing festival and non festivals deals. They take utmost care to safeguard their interests and they know it is not going to affect much as the blackout will be miniscule.”

    Most of the sports channels may consider themselves lucky that they do not have any big sporting event coming up during that early digitisation period and, thus, their revenues will not be affected adversely. “It is an interesting period that the industry is entering into. Nobody knows what the short term impact will be. There could be an ad softening in the festive quarter if only there is a major drop in TV viewership. But if the cable empty homes convert to digital cable within a brief period, then there will be a miniscule impact,” says a media analyst.

    Also read:

    Advertisers want deals to reflect digitisation gaps

  • Hiking ad rates a tough task for music channels

    Hiking ad rates a tough task for music channels

    MUMBAI: MTV India has decided to hike its ad rates even as it has readied international format show launches, something the youth-music genre has found it difficult to enforce in a cluttered environment.

    The change in positioning of music channels has followed a market logic – that non-music content can command higher ad rates. Channel [V] had launched some big-ticket shows in the past for the same reason and has recently started airing a fiction show. UTV Bindass also has a mix of non-fiction and fiction shows where they claim to charge a premium.

    While the youth-music channels do have shows where they can ask for a premium, making them profitable has not been easy as content costs are higher.

    Can pure play music channels up ad rates?

    Says 9X Media EVP network sales Pawan Jailkhani, “9XM time and again has got rate hikes from the market because the channel is most stable and dependable in terms of deliveries and it is one of the most cost efficient and relevant channels in the client’s plan.”

    So does the industry, which is marred with high competition, similar or no exclusive content, and high cost of non-fiction, have to increase its ad rates to survive? Media executives believe that they have to. Jailkhani says, “The music genre has to have rate hikes as it is still undervalued in terms of rates vis-?-vis deliveries.”

    But some media pundits feel players need to understand that there has to be consistency in their performance.

    A media buyer said it will be hard for youth and music channels to ask for higher rates. “Advertisers have already put in money on Cricket World Cup and now IPL. They may not be interested on spending more money on these channels this year.”

    The existing players can be broadly categorised under three categories. The youth channels consist of MTV, Channel [V] and UTV Bindass; the pure play music channels are 9XM, Mastiii, Music India, B4U Music and Zing; and the Bollywood entertainment/trade channels include Zoom, ETC, E24 and Big Magic (earlier known as Imagine Showbiz).

    So will MTV‘s decision lead to an ad rate hike in the youth channel category? Channel [V] has no such plans. EVP and GM Prem Kamath believes that whenever advertisers see value in the offering, they do pay premium. “Advertisers look for fair value,” he says.

    UTV Software Communications‘ Bindass did not want to participate in this story.

    For the pure play music channels, the game will get tougher.

    How will players like Zing and ETC be impacted? Says Zee Entertainment Enterprises Ltd (Zeel) chief revenue officer and head, niche channels Joy Chakraborthy, “Increasing the ad rates is a continuous process. In the new fiscal, we are signing deals on incremental price.”