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MUMBAI: PlayTV, the interactive and gaming channel from Essel Group, will kick off the marketing and promotional campaign of the channel on 23 May, with main focus on print, outdoor and ground events. |
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“The initial media blitz will cover print and outdoor. In the next phase of the campaign, we will be organising various ground events,” the channel head and Essel Group director Amit Goenka told indiantelevision.com at the sidelines of the launch event. The channel is primarily targeted at generation X which is in the age group of 15 – 25 male/female. Essel positions this segment as its key TG since people of this age group are more adaptable to technology. Generation Z (25-35 male/female) is also targeted since this group is open to new technology ideas and innovations. PlayTV has a revenue-sharing arrangement with the telecom operators. The gaming channel will get a share of 25 per cent from SMS driven revenue. But it will be co-branding that will be the main source of income for PlayTV, according to Goenka. Essel Group is clearly inspired by the latest data that Telecom Regulatory Authority of India (Trai) released on Indian mobile phone subscribers. The report puts the strength of Indian mobile subscribers at 55 million. The channel says one billion SMS are sent every month with each subscriber sending approximately 40 SMS per month. About 42 per cent mobile users engage in television interactive programmes and teenagers constitute its 70 per cent. |
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PlayTV has acquired three western game show formats. The channel, which is currently showing three live game shows, plans to extend its original programming to 10 – 12 hours by the end of the third quarter. “We are starting with three hours of original content. We want to test the waters first and once everything – including distribution – is in place, we will be doing more. ” says Goenka. According to Goenka, PlayTV has got encouraging response from rural India also. “we have been getting responses from the rural areas. So, even these backward areas come under our focus area,” he says, adding that the distribution initiatives are progressing in a slow and steady manner. |
Tag: PlayTV
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PlayTV marketing campaign to break on 23 May
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PlayTV formal launch on 19 May
MUMBAI: Essel Group will announce the launch of its 24-hour interactive and gaming channel PlayTV on 19 May in Mumbai.
Promotional and distribution campaigns will follow the announcement. Essel will be showcasing an extensive presentation on how gaming is merged with television’s interactivity at the launch.
The channel, which was soft-launched on 1 April, has become a fully functioning channel since 18 April.
Along with music programmes, PlayTV provides gaming news, contests, bidding and shopping. The channel runs on real time basis through SMS, emails and chats.
PlayTV was simultaneously launched on cable and Essel Group’s DTH offering Dish TV. The free-to-air channel is available across the country on Siti Cable. Efforts to get the channel in other networks are currently on.
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Essel Group launches PlayTV; marketing blitz to follow
MUMBAI: Essel Group’s 24-hour interactive and gaming channel PlayTV, managed by Dakshin Media Solutions, is now on air. The channel, which was soft-launched on 1 April, has become a fully functioning channel since 18 April.
Channel concept: Your phone is the new remote
Along with music programmes, PlayTV provides gaming news, contests, bidding and shopping. The channel runs on real time basis through SMS, emails and chats.
Essel Group is scheduled to formally announce the channel’s launch in two weeks time. The group’s director Amit Goenka, who is heading PlayTV, has told indiantelevision.com that the announcement would be followed by elaborate promotional and distribution campaigns.
“We chose this strategy because we wanted to know if any last minute changes were required prior to the announcement. And also, we felt this would help us to drive our distribution plans,” explains Goenka.
PlayTV has simultaneously launched on cable and Essel Group’s DTH offering Dish TV. In Dish TV, the channel is part of the Welcome bouquet which is priced at Rs 156 per month.
Goenka says the free-to-air channel is available across the country on Siti Cable. Efforts to get the channel in other networks are currently on, he adds.
“In Mumbai, more or less all the cable operators are carrying the channel now. Presently, we are focusing on the national distribution front, trying to get the channel onto other networks as well,” says Goenka.
Essel has launched PlayTV with an eye to cashing in on India’s growing gaming industry. Globally, gaming as an industry is a $30 billion business. At the time of the launch announcement recently, Goenka had said that in Asia, PlayTV is a new concept, while globally gaming, with a dash of entertainment and lifestyle, is a huge market.
PlayTV is supported by state of the art technology from Cellcast, a UK based company, which will help to set up TV SMS technology and also undertake training and developing of manpower in India.
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Essel Group set to launch interactive gaming channel PlayTV
MUMBAI: Essel Group is launching an interactive and gaming channel PlayTV, the first in the country.
Aiming at a mid-March launch, the channel will telecast games, contests, music, movies, entertainment and lifestyle content. Essel Group director Amit Goenka will head the channel.
PlayTV is being planned with an eye on India’s growing gaming industry. Globally, gaming as an industry stands at $30 billion.
Announcing the launch, Goenka said, “In Asia, PlayTV is a new concept. Globally gaming with a dash of entertainment and lifestyle is a huge market. It is one of the fastest growing TV segment with active viewers involvement and retention. Viewers across the world watch television not only for entertainment but also to draw some tangible benefit from the programme. PlayTV is not restricted to age, gender, skill and competency.”
Along with the regular entertainment content like movies, music and reality shows, PlayTV will provide gaming news, contests, bidding and shopping. The channel will be run on real time basis through SMS, emails and chats.
“We will be telecasting movies, music shows and lifestyle shows as fillers throughout. Contests will be played while shows are running in the background. The gaming shows will be produced in-house,” said Goenka.
When queried if Essel Group’s online lottery Playwin will be incorporated in the channel, Goenka answered in the negative. “Playwin will be there just as an advertiser,” he clarified.
Commenting on the opportunity PlayTV will provide to the corporate sector Goenka added, “Play TV will give opportunity for marketers for interactive advertising and create innovative platform for their target audiences.”
PlayTV will be supported by technology from Cellcast, a UK based company. Cellcast will help PlayTV to set up TV SMS technology and also training and developing personnel in India. Cellcast manages complex communications technologies to deliver and bill for digital entertainment, information and services, to consumers across the globe, informs a company release.
