ITV

Tag: Rajnikanth

  • #RaceTo272 with Twitter and NDTV’s Graphity

    #RaceTo272 with Twitter and NDTV’s Graphity

    MUMBAI: When it first created Graphity on the occasion of Republic Day, little did NDTV know that its service of sending personalized photographs and messages would create such a flutter on social media, especially Twitter.  

     

    On the counting day, 16 May, NDTV has decided to engage its propriety service Graphity on Twitter to tweet real-time results to people who use the hashtag #RaceTo272 from @NDTVElections. The tweet will have an info-graphic representing the latest party/alliance position at that moment.

     

    How does it work?

     

    A little over three months since its launch and NDTV’s platform already boasts a client list that reads: Rajinikanth, Jai Ho, the BJP, Hero and Star Vijay among others. Indeed, when Rajini finally decided to be a part of Twitter, his first few followers received autographed photographs of the southern legend, courtesy Graphity.

     

    While the popular trend has been for people and companies to turn to Graphity to attract users, more prominently on Twitter, the service is not restricted only to Twitter, and can operate for web and SMS as well. According to NDTV Convergence CTO Kawaljit Singh Bedi, “The technology is such that we can monitor any social media. But Twitter is the best medium to do it.”

     

    On Twitter, Graphity works on keywords and hash tags; it listens to them and sends out the desired outcome, as requested by the client or NDTV itself. A case in point is Star Vijay, which utilized the service for its show Super Singer where hash tags were tracked and personalized messages from finalists were sent for a week before the finale. “We wanted to be a brand that people follow. Super Singer is synonymous with Star Vijay so the conversation would revolve round us. This helped us deepen the bond and make it stronger,” says Star Vijay digital media strategist Paul Samji.

     

    NDTV first used Graphity for one of its own activities in January, post which, Twitter sat up and took notice and started routing people who required similar services to NDTV. It took four months to come up with the service and if anything, all that hard work is now bearing fruit. It takes one or at the most two days to form an idea of what the client wants. Using the content management system (CMS), users give controls to the software. Firstly, the ‘listener’ service listens to hash tags by connecting to Twitter and secondly, the listener application connects to the ‘pusher’ application. The response page then sends out the desired outcome that is modified to fit a web page as well as various operating systems.

     

    According to sources, rates for Graphity have ranged from Rs 3 lakh to Rs 18 lakh.

     

    The inspiration for Graphity came from BCCI’s photographs of Sachin Tendulkar bidding farewell to the cricketing world and his fans. After speaking to various companies, including some in the US, NDTV decided to do it alone. A team of four engineers helped set up Graphity. “We have built it like a platform. It suggests an inpoint and outpoint for sending commands to execute outcome. These can be text, image, video, information or a combination of any of these,” says Bedi. “There are two more brands we are working with. The requests are only increasing because brands see the value in Graphity.”

     

    Given Graphity’s growing popularity, it’s quite possible that in the near future, the service may evolve into more than just a branding exercise used by brands to get maximum exposure.

  • Rajinikanth storms on to twitter

    Rajinikanth storms on to twitter

    MUMBAI:  Be it common man, politicians or actors, everyone is on social media. And after being the butt of jokes for years and more recently on twitter, Rajinikanth has finally made his debut on social networking site – Twitter.

     

    CA Media Digital’s first venture, Fluence, a celebrity digital network, will manage Rajinikanth’s digital interests, to further create and leverage the Thalaivar’s social presence.

     

    A cultural icon, the normally reticent superstar is looking forward to interacting with his fans on the platform. “I have always believed that my career graph is a miracle I owe my fans. I have been contemplating joining the social media platform for a while to connect with them, hear what they have to say and share my thoughts.  Unfortunately I never got around to it until now. By partnering with Fluence I am confident that I have the best team and the best guides who will help me connect with my audience,” said the superstar. “I decided to start with Twitter because I felt that the platform is abuzz with all the news and the trends that happen across the globe and I’m told that this is where all the best Rajini one liners are!” he added.

     

    Fluence VP digital & business head Ashish Joshi said, “We are thrilled to partner with the enigmatic Rajinikanth. The digital landscape is exploding and when you work with Thalaivar the possibilities are endless. Twitter is the first step in building and growing his online presence and getting all the fans out there to directly engage with the phenomenon that is Rajinikanth. We will work closely with him to broaden the horizons of the digital landscape to create interesting and entertaining consumer facing properties that will engage the fans in a way that only Rajini sir can.”

     

    Said Twitter India market director Rishi Jaitly, “Twitter is the world’s leading real-time information network where users discover and converse with the people, organizations and media that interest them. This is truly an “only-on-Twitter” moment as Superstar Rajinikanth’s debut on Twitter also marks his debut in the digital space more generally. We welcome Rajinikanth to Twitter, are happy to support his launch on the platform and look forward to watching him use our mobile service to engage in live, public conversations with fans and other icons around the world.”

     

    This marks the superstar’s debut in the digital space.

     

    To make Superstar Rajinikanth’s debut on Twitter more exciting; fans from all over the world, who follow him on twitter @SuperStarRajini in the first week, will receive a ‘WelcomeGraph’, a personalized welcome picture from the icon.

  • Salman Khan, Ajay Devgn and Rajnikanth’s heroic hits on Star Gold this Republic Day

    Salman Khan, Ajay Devgn and Rajnikanth’s heroic hits on Star Gold this Republic Day

    MUMBAI: Star Gold – ‘The Home of Bollywood Blockbusters’ commemorates Republic Day this year with a two week movie programming special called ‘Asli Heroes’, showcasing the best of Bollywood heroism. Star Gold is gearing up to celebrate this patriotic festival with blockbuster films of leading superstars Salman Khan, Ajay Devgn, Rajnikanth and many more. The festival shall play from 12th January 2014 to 26th January 2014 every night 8 pm.

    As our country cherishes this significant day with great enthusiasm in colorful and exciting ways, Star Gold lends a Bollywood ambience to this historic occasion with its ‘Asli Heroes’ programming festival. Star Gold will showcase a brigade of films depicting Bollywood Heroes as bold police officers or fearless vigilante combating personal and social injustice. The channel has slated thrilling Bollywood Blockbusters such as Dabanng, Makkhi, Son of Sardaar, Wanted, Singham, Sivaji- The Boss, and many more for the ardent audience.

    Commenting on this occasion, Hemal Jhaveri, Executive Vice President, Star Gold said, “Being one of the leading Hindi movie channels in India, our aim has always been to provide a quality entertainment experience to our viewers. We have always believed in crafting differentiated and entertaining programming specials for our audience, underlining our commitment to bring them the latest and best of Bollywood. The Republic Day programming special ‘Asli Hero’ is our initiative to present our nation with the best mix of heroism and entertainment, and inspire our audiences once again to Karo Dil Ki!”

    So catch all the fun, action and excitement this Republic Day with your favorite Bollywood flicks only on Star Gold!

     

  • Rajnikanth starrer Kochaidayyan complete

    Rajnikanth starrer Kochaidayyan complete

    MUMBAI: Kochaidayyan, starring Rajnikanth and Deepika Padukone, is complete.

    The Tamil super star along with the entire team of the film, including KS Ravikumar and Soundarya, watched the edited version of the film recently.

    The Robot star was elated after seeing and said that the film was thrilling, big in canvas and much larger in grandeur than he ever anticipated.

    Director Soundarya, who is in seventh heaven, is now gearing up and working rapidly towards the film’s worldwide release in Tamil, Telugu, Hindi and English.

    It may be remembered that the film commenced its shooting last year somewhere in March at the Pinewood Studio, London and was completed in 25 days. The studio is famous as most of super hit Hollywood films have been shot there. The final schedule of the film was held in Trivandrum .

    Kochaidayyan happens to be Asia‘s first performance capturing film using the technology that was earlier used in Avatar and The Adventures Of Tin Tin.

    Besides Rajnikanth and Deepika, the film also stars R Sarathkumar, Nassar, Jackie Shroff, Aadhi, Shobana and Rukmini.

    The film is an Eros International Media Limited presentation and Mediaone Global Entertainment Limited Mega Production.

    The film is expected to hit the screens in summer.

  • ‘We don’t need to change anything drastically. All we have to do is perfect our existing properties’ : Shailesh Kapoor – Filmy business head

    ‘We don’t need to change anything drastically. All we have to do is perfect our existing properties’ : Shailesh Kapoor – Filmy business head

    Filmy, the one and a half year old Hindi movie channel from the Sahara Group, has experimented with a varied mix of movies and shows to make a mark against established channels like Zee Cinema, Max and Star Gold. From spoofs to chat shows, Filmy is now set to foray into the reality genre with Bathroom Singer. To extend the Filmy brand even further, the channel has taken the acquisition route to bring the ‘Rajnikanth’ fever onto the channel.

     

    Shailesh Kapoor who was recently promoted to the position of business head, speaks to Indiantelevision.com’s Richa Dubey in an exclusive chat revealing the channel’s growth chart and its plans for the future.

     

    Excerpts:

    After the initial impact, is Filmy’s growth slowing down?
    The channel has done pretty well since we launched in February 2006. Our foundation has been built in a short span of time and the perception of our brand has become strong with our constant growth. We have been noticed by viewers as well advertisers and have been taken seriously. I think most of the channels which were launched in last three to four years have not been able to do that.
    But haven’t your GRPs dropped sharply?
    Though we had a slump in the period between April-June, our GRPs for the last three weeks have seen a rise. Tam expanded its coverage areas in January and older, popular channels have gained.

    Is there pressure to modify your strategy?
    We don’t need to change anything drastically. All we have to do is perfect our existing properties. We have already started taking a few giant steps like acquiring bigger films and latest hits. In fact, the acquisition of a few more big films are in pipeline. We also have old films which means there is more variety in our library.

     

    Additionally, we have also acquired hits from the Southern region including a few Raknikanth starrer films. We have planned a special Rajnikanth Festival in August.

    You also have shown Ganga. Are we going to see more Bhojpuri films?
    Our key focus is not Bhojpuri films. But being a movie channel we did find it right to explore the Bhojpuri segment because of its popularity. But we are not restricted to it.

     

    Secondly, Kaun Banega Champu was taken off the channel for a seasonal break and there was nothing big at the time as we were planning our present and future shows. In this context, this gave us good visibility as Ganga was a good success.

     

    If a film as big as Ganga comes, then we will acquire it. In fact post September we are planning to introduce a fortnightly slot for Bhojpuri films. But we are essentially a Bollywood channel and even in acquiring Bhojpuri films we have to be careful.

    Will this help in improving your channel share?
    Last week we had a relative share of 11. But most of our bigger properties are unfolding now. We have a slew of new films which will be telecast. We will have one premiere every month. And this, in turn, will help our distribution.

    Has Filmy sorted out its distribution problems?
    Our distribution has increased in the small towns and now it has gone up 70 to 75 per cent across SEC B and C. We are being viewed in a lot more towns where we were not previously available. So our relative share should rise further in the next few months. And we are going to promote our properties in a bigger way.

    How are you planning to push your upcoming properties?
    Previously all our activities were channel specific. As we were new, we promoted the channel as a whole. But now we are established enough to promote individual properties. Each of our properties have a specific audience base and keeping that in mind, we promote our properties. We use research, whether it be for movies or shows.

     

    Our marketing efforts also depend on the property we are promoting. Guru was promoted at face value. All we did was highlight the fact that it is one of the biggest films of the year and the Aishwarya-Abhishek duo are in the movie.

    Isn’t it more difficult when you are promoting a show like say Bathroom Singer which you are launching on 26 August?
    We have planned promotional activities across the various stages and have, in fact, kicked off the campaign as auditions are currently going on. The launch campaign of the show will start in August. Anything that is ordinary will obviously not be noticed. So our promotions will be completely fresh. However, they will all be property centric. Compared to other movie channels we have the advantage of airing shows. These are a lot easier to promote than films.
    ‘In the first year, the key parameter was how the property worked for the Filmy brand. But from Bathroom Singer onwards, ratings will be the parameter‘

    With channels already cluttered by music talent hunt shows, why bring in the concept of Bathroom Singer?
    The tone and treatment of Bathroom Singer has a different angle. As the name suggests, it is completely Filmy and not glamorous. Though it is coupled with a lot of emotions and drama, it is not stressful like other music talent hunt shows. One thing that worked for us is that it has no age barriers and it has opened up the flood gates to participation.

     

    In the first round of auditions, we received five times the crowd we expected. There was even an 80-year-old man who was selected for the second round. We got to see amazing talent from people who could sing in reverse, in multiple languages and in various voices. All this is possible because we are not looking for a trained voice. It is like a packaged deal. The originality of the content will come from its treatment. We have our fingers crossed and wish to get good results.

    How do you slot programmes on the channel?
    We showcase three movies a day and rest of our programming consists of shows like Meri Bhains ko anda kyun Mara, Rokky’s 99, Aaj ke Filmy Khabar. Bathroom Singer has been positioned as a weekly on Sunday primetime. We have also introduced a Sunday 10 am to 2 pm slot for kids where we are airing animated TV series like The Jungle Book. Based on the responses, we will show more properties that are unexposed in the Indian market. Our focus, though, is on Sunday primetime which is important for us.

    Can you identify the properties that have stood out for the channel and which were the underperformers?
    In the first year, the key parameter was based on how the property worked for the Filmy brand. But from Bathroom Singer onwards, ratings will be the parameter.

     

    As for shows that have done well for us, Kaun Banega Champu got us ratings. Lallan has been a successful character. Though Rokky was not popular initially, we gave it the right platform and this was supported by good creative content.

     

    There were some things that didn’t work for us. Our short film festival didn’t do well because it was very niche. Lal Gulab and Ruchi Reporter also did not go down well, so we discontinued it.

    What about Filmy Stock Exchange?
    Filmy stock exchange is an online property and was very successful. TV viewers are not familiar with it, so we are still evaluating whether to get it on TV or not. We might get somebody from the internet business to partner with us for this.

    Have advertisers been difficult to get with low GRPs?
    Advertisers come for three reasons. First they come for TRPs, secondly for good properties and thirdly for the brand image that the channel carries. Tam data reveals that our audience profile is different and advertisers targeting them will come to us. We have been doing well in metros. Although Filmy has a mass appeal as a Hindi movie channel, it has the attitude of being a youth channel. The youth are our loyal viewers.
    How would you evaluate the last year in terms of return on investments?
    Our revenues have been increasing month after month. We have kept our costs under control. We, in fact, have reached a break even status and and hope to do even better in the second year.