Tag: Viacom 18

  • Comedy Central revamps; positions as ‘Your Happy Place’

    Comedy Central revamps; positions as ‘Your Happy Place’

    MUMBAI: Taking a cue from the age of cut-throat competition, which demands constant innovation, Comedy Central India has revamped itself with a new look and tagline. What’s more, the channel has also lined up a slew of new shows.

     

    Moving away from the tagline of ‘Laugh it off,’ the channel has now adopted ‘Your Happy Place’ as its new ethos. 

     

    Three and a half year since its launch, Viacom 18’s Comedy Central is now poised for a new beginning with ‘Your Happy Place,’ which will reflect on the channel from 10 September, 2015.

     

    Speaking to Indiantelevision.com, Viacom 18 executive vice president – English entertainment Ferzad Palia said, “We had launched with ‘Laugh it off’ three and half years back and now after serving the country with comedy and laughter, we think it’s time for us to call it ‘Your Happy Place.’ The fact is established now that Comedy Central is a place that will make you happy and hence the new tagline.”

     

    Comedy Central aims to bring a fresh take on its brand elements and content with this change. The new look showcases this positioning by using a rich and vibrant color palette, slick animation and an overall design package that is very easy on the eyes. Using the circle to signify locations and happy zones, these elements also help to highlight each show. The use of innovative stickers helps qualify these shows as well. The entire creative aspect was taken care of by the in-house team.

     

    Understanding the pulse of its viewers, Comedy Central India has repositioned itself aiming to increase the engagement with viewers through a new line-up of diverse shows in September including the likes of Younger, Betty White’s Off Their Rockers, Your Family or Mine and The Mindy Project Season 3.

     

    “This is just the beginning. We will have more new shows coming in and it will be a new Comedy Central with ‘Your Happy Place,’” informed Palia.

     

    While content acquisition costs have been increasing at a brisk pace, the question is whether the English entertainment genre in India has a strong enough revenue model. To this, Palia said, “The English entertainment space has spread enormously over the last few years. So the demand has increased and subsequently the cost has gone up. When it comes to Viacom 18, we have our business model and we are doing good. Comedy Central has performed beyond expectations both from consumer point of view as well as business point of view.”

     

    Apart from high cost of content, piracy is another menace that the English entertainment genre has been grappling with. However, now with the US simulcast and instant premieres, that aspect is partly taken care of. That aside, will the emerging OTT platforms and Netflix’s impending arrival, pose a threat to the channels having English shows? Palia replied, “I don’t think there will be an either – or situation in India. Both platforms will compliment each other. By paying Rs 250 per month, one gets a huge number of channels. It will be difficult for an OTT model to come in and cause disruption. I think the emergence of OTT will be good for consumers but it will co-exist with television.”

     

    Palia is of the opinion that English entertainment viewers are not only limited to Phase I and II areas of digitisation, but phase III and IV areas will also play vital role in ensuring growth of the English entertainment genre. “If we see the social media insights, a huge number of impressions are registered from the phase III and IV areas. Those areas are important and English content consumers are very much there. So I think time ahead will be hugely positive.”

  • Videocon d2h expands HD offering to 39, adds two new channels

    Videocon d2h expands HD offering to 39, adds two new channels

    MUMBAI: Videocon d2h has upped its HD channel offering to 39 with the addition of two new channels namely Viacom 18’s Colors Infinity and Fox Group’s Nat Geo Wild HD.

     

    Additionally, the DTH operator has also added Colors Infinity (SD) to its portfolio of channels.

     

    Colors Infinity airs critically-acclaimed series such as Fargo, Orange Is The New Black, Better Call Saul, Forever, The Big C, The Musketeers, My Kitchen Rules and The Flash for the first time in India.

     

    On the other hand, Nat Geo Wild HD will feature wildlife related programs and factual content involving nature, science, culture, and history.

     

    Colors Infinity will be available as channel 183, Colors Infinity HD as channel 184, whereas Nat Geo Wild HD will be available as channel 462 on Videocon d2h.

     

    Subscribers can access Colors Infinity standard definition channel as a part of Diamond Pack available at Rs 385 per month for 407 channels & services. Colors Infinity HD & Nat GeoWild HD will be part of Videocon d2h’s Premium HD add-on and Platinum HD pack available at Rs 590 per month for 452 channels & services.

     

    “We believe that our ability to provide a substantial lineup of top entertainment choices in English, infotainment and HD is the key in serving the needs of India’s premium consumers. And the more such stellar options we provide, the more Videocon d2h will emerge as India’s definitive DTH choice,” said Videocon d2h executive chairman Saurabh Dhoot.

     

    Videocon d2h CEO Anil Khera added, “By adding new English entertainment channels like Colors Infinity and infotainment channel Nat Geo Wild HD, Videocon d2h is creating a television viewing experience our subscribers can’t get anywhere else. Our aim is to ensure that every Indian home is able to experience top quality entertainment that rivals the world’s most established television markets.” 

  • Colors Infinity goes for Twitter trends to gain traction

    Colors Infinity goes for Twitter trends to gain traction

    MUMBAI: The social media boom has been a boon to all businesses and the entertainment business too has been no stranger to its advantages. Such is the power of the medium that the newest entrant in the English entertainment genre Viacom 18’s Colors Infinity was trending on Twitter even before it was launched. While some were paid trends, some were also organic in nature.

    The channel’s strategy of airing episodes back-to-back has been garnering a lot of appreciation from consumers on Twitter. Colors Infinity relays three back-to-back episodes of every show from 9 pm to 12 pm everyday and all the shows so far have been a trending topic in India.

    Recognising the importance of the all-pervasive social media, a designated team was created to draw out digital media marketing strategies for the channel. “The digital media marketing team looks after social media platforms, web and mobile initiatives. The team is completely in house and all initiatives are conceptualized, executed and evaluated by this team,” says a channel spokesperson.   

    Colors started the social media campaign by promoting the launch of Colors Infinity through a paid trend. Describing the strategy behind it, the spokesperson says, “A paid trend is a very effective way to put out your message to a large base of audience on a crowded platform like Twitter. For a new brand, it allows for all conversations, discussions, queries and concerns to be grouped under one umbrella.”

    The paid promotion was followed by organic success galore on the same platform where the channel trended organically for four days in the launch week itself with hashtags like #ColorsInfinity, #BetterCallSaul, #FargoAT9, #TheFLASHAt9.

    “We managed to do so by having meaningful conversations, providing information about the show and host a contest specific to the shows on their premiere day. In short, a paid trend ensures visibility with your TG but trending on Twitter ideally is something we would try and achieve organically,” the spokesperson opines.

    The channel took a two-pronged approach to the message it wanted to send out. “To the existing viewers of English entertainment, we wanted to convey that we have the best of shows from across the world coming to your TV screen. For the new viewers, we wanted to build relevance and familiarity with this kind of content and our co-curators (Karan Johar and Alia Bhatt) helped us in reaching those audiences. So effectively, our communication objective is being served by two unique campaigns going on at the same time,” says the spokesperson. 

    However, notwithstanding its merits, the fact is that trending topics trend for a day or so and eventually perishes into oblivion. A new day brings forth new trends thereby questioning the sustainability of social media marketing. Speaking about the same, the spokesperson says, “Social media for us is not a launch initiative. It is the start of building a platform for the content hungry new Indian who is always seeking to know more and be up to date with the world. Our long-term social media strategy is to be known across platforms as a brand that conveys ‘Stories about Stories.’ The storylines of our shows are so strong that they evoke responses, reactions, debates and disappointments. We intend to provide an all-encompassing digital experience to be able to host all these conversations across our social media assets. The digital journey of this channel has just begun and there is a lot more from where this came from.”

    As of now, Colors Infinity has over 17,000 followers on Twitter while on Facebook it has 1,90,000 followers.

    While Colors Infinity has successfully managed to make its presence felt amongst the English entertainment viewers, it remains to be seen if it manages to sustain it in the long run and achieve its goal of redefining the space.

  • Colors Infinity poised to redefine English Entertainment; test runs on Tata Sky

    Colors Infinity poised to redefine English Entertainment; test runs on Tata Sky

    MUMBAI: With an aim to redefine the English Entertainment genre in India, Viacom 18’s Colors Infinity has already begun its test run exclusively on Tata Sky so as to give viewers a chance to sample the content.

     

    What’s more, eyeing a larger share of viewership, Colors Infinity has taken the route of premiere marketing to create substantial awareness amongst viewers. 

     

    It may be recalled that the announcement stage of the channel was led by its co-curators Karan Johar and Alia Bhatt, who have played an integral role in curating the line-up and the scheduling innovation.  

     

    On 27 July, the paid channel began running its test signals on Tata Sky. With its official launch slated for 31 July, the four days test runs of the Standard Definition (SD) and High Definition (HD) versions of the channel ensured that viewers could sample one episode of each of the eight shows that would be a part of the initial launch. 

     

    The idea was to add to the conversations and intrigue around the channel. Speaking exclusively to Indiantelevision.com Viacom 18 English Entertainment head and EVP Ferzad Palia says, “The response for the same has been completely overwhelming with people writing in about Colors Infinity being their favorite channel.”

     

    Palia further adds, “The ethos of the campaign is built around the promise of redefining English entertainment in India and taking it toward a new horizon. All our communication as well as the much appreciated TVC stems out of this idea.”

     

    After the Broadcast Audience Research Council (BARC), India rollout and following the phase one and two of digitization, the English Entertainment channels genre is expected to enhance its market share and go beyond the conventional eight metros. Keeping this in mind, Viacom 18 is planning to run a marketing campaign in 25 cities across the length and breadth of the country.

     

    Buoyed by the response the network garnered from the marketing initiatives, Palia says, “We have received a fantastic and encouraging response on the launch and the surround sound from all over. Digital that gives instantaneous feedback has been buzzing. Our social and digital media assets have been highly active with the Colors Infinity hashtag regularly trending across platforms like Twitter.”

     

    According to Palia, the channel has garnered positive response from tier II cities as well. “This clearly goes on to show the willingness and interest that people have in consuming English entertainment content. It reinforces our endeavour of ensuring that Colors Infinity is an inclusive brand that reaches audiences across India,” he opines.

     

    Since a vast majority of the English content consumers are widely present across digital platforms, the medium plays a vital role in creating word of mouth and generating awareness. “Digital is a very integral part of our media mix and has been an imperative part of our communications plan in all its phases of announcement, pre-launch as well as launch. It is hence that we launched our campaign on digital itself. We have already reached out to about five million people only through the Facebook page since it has become active. The TVC with Karan and Alia has been at the center of conversations garnering around one million views,” informs Palia

     

    The channel created city specific campaigns, giving different weightage to different mediums. So while in certain cities outdoor emerged as the lead medium, in others print took the lead with digital and radio cutting across all markets. “For instance, Mumbai will see extensive outdoor while in Delhi the focus will be on print. We have many innovations that will come alive across multiple audience touch points like malls, cinema halls and through BTL consumer initiatives,” informs Palia.

     

    The special marketing innovations include:

     

    * A toll free number has been activated where viewers in trouble Better Call Saul on 1800 4195 500 for tongue-in-cheek legal solutions to life’s problems from Saul Goodman, the protagonist of the multiple Emmy nominated show. 

     

    * Godrej Nature’s Basket will be seen promoting My Kitchen Rules with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets.

     

    * To further build “Infinity” the channel has planned a Colors Infinity Food Festival with unlimited offers at 22 premium establishments across India like Hard Rock Café, Shiro’s, California Pizza Kitchen, The Big Kahuna and more.

     

    All the marketing alliances and partnerships have been facilitated by the internal team of Colors. While the on-air campaign was done by the internal team, the off-air campaign communication was curated by Colors’ creative agency Scarecrow. 

     

    “The entire team has delivered a mesmeric campaign that has brand resonance and recall,” concludes Palia.

  • Colors Infinity to launch amidst 25 city marketing blitzkrieg

    Colors Infinity to launch amidst 25 city marketing blitzkrieg

    MUMBAI: Moving towards a new horizon in the English entertainment space in the country, the soon to be launched Colors Infinity from Viacom18 stable is all set to break new ground by ushering in the growing trend of ‘Essential Viewing’ – An immersive experience of watching three continuous episodes of globally applauded narratives back to back. The channel is expected to launch by July end.

     

    The experience will be further augmented by the ‘First Indian Premiere’ of a new show every day of the week that includes critically acclaimed and multi-award winning series like Fargo, Orange Is The New Black, Better Call Saul, The Flash, amongst others. The channel has been co-curated by Karan Johar and Alia Bhatt, bringing in a great blend of finesse and insight to the channel through curating world class content.

     

    Viacom 18 Group CEO Sudhanshu Vats said“In 2008 Viacom18 scripted the first few pages of its journey to establish its first milestone in Hindi general entertainment channel (GEC) Colors, thereafter disrupting the genre landscape. In 2015, we once again embark on a journey to recreate history, this time in the English entertainment space with Colors Infinity. Our first home grown English entertainment channel for India, through its many firsts, is all set to subvert convention in the genre through providing a consummate viewing experience.”  

     

    In unprecedented acquisition for the Indian market, the network has entered into major multi-year deals with Warner Bros. International Television Distribution, NBC Universal, Sony Pictures Television, Twentieth Century Fox, Lionsgate, MGM, BBC and Endemol Shine amongst others.

     

    Viacom18 EVP and head English entertainment Ferzad Palia said, “Colors Infinity is ready to be the absolute for the best in English language entertainment with its handpicked international content and extensive multi genre offering. Adding to the immersive experience, the innovation of facilitating essential viewing is set to be a definitive game changer through inviting newer audience and growing the viewership pie.”

     

    Palia added, “Till September, we will telecast seasons already aired in the US and update Indian viewers, and then eventually when the new series starts in the US we will have simultaneous screenings. This is something which will stop people from illegal streaming. Fresh content was unavailable to them as channels were telecasting repeats even in the primetime so they were forced to take the pirated route. No one indulges piracy for fun, it’s just that they lack options.”

     

    Launched after a thorough research spanning over 24 months, the network has roped in four brands as launch partners viz. L’Oreal, Renault, Grey Goose and Intigriti. All these four brands will have presence on the channel post launch too.

     

    The launch will be backed by high decibel marketing campaign in over 25 cities across the country. Karan Johar and Alia Bhatt will play the anchor role and every promotional strategy will be orchestrated around them. The promo featuring the Kjo and Alia Bhatt will reverberate both on digital and television. “Most of the creative, promos, packaging, graphics have been created by our in-house creative team and I am delighted that we have such an innovative team who has won many global accolades,” informed Palia.

     

    Programming

     

    1) My Kitchen Rules: Every day, at 8 pm.

     

    2) The Flash Season 1: Three back to back episodes, every Monday at 9 pm.

     

    3)The Musketeers: Three back to back episodes, every Tuesday at 9 pm.

     

    4) Forever season 1: Three back to back episodes, every Wednesday at 9pm.

     

    5) The Big C: Three back to back episodes, every Thursday 9pm.

     

    6)The Orange Is The New Black: Three back to back episodes, every Friday at 9pm.

     

    7)Better Call Saul: Three back to back episodes, every Saturday at 9 pm.

     

    8) Fargo: Three back to back episodes, every Sunday at 9 pm.  

     

    The channel will have seven day programming instead of five. Not just this, the 8pm to 12 pm slot will be the primetime slot where original content will be premiered. “Colors Infinity will strictly avoid showing repeats in primetime and will offer viewers exquisite content,” concluded Palia.

  • Viacom 18 launches HD feed of Aapka Colors in US

    Viacom 18 launches HD feed of Aapka Colors in US

    MUMBAI: Viacom 18 has launched the high definition (HD) feed of its channel Aapka Colors in the US.

     

    The channel will be available to viewers from 3 June, 2015 on US pay-TV provider Dish and on Sling International.

     

    Currently, the channel’s SD feed is available to subscribers of multiple MVPDs including Dish, Sling TV, AT&T, RCN and Verizon Fios among others. The introduction of the HD feed offers Dish and Sling subscribers all current content of Aapka Colors with an even more immersive viewing experience – clearer picture and superior sound.

     

    IndiaCast group COO Gaurav Gandhi said, “With the launch the HD service of Aapka Colors on Dish and Sling, we further enhance our offering on those platforms. We at Viacom 18 and IndiaCast, strive to bring the best of Indian entertainment to the South Asian diaspora around the globe. The fact that US will be the first market after India where we will launch the HD service of the channel demonstrates our commitment and focus towards the market. Together with Dish and Sling, we look forward to offering a truly world class viewing experience to our audiences who have contributed phenomenally to the growth of our business in the US.”

     

    On the communication approach to promote the launch of the HD feed, IndiaCast US operations head Sameer Goswami added, “Aapka Colors enjoys high resonance with the South Asian diaspora in the US and the launch of the HD feed of the channel will further help the brand to get even more entrenched with the local viewers in the region. We will leverage the reach of popular mass media, social platforms, along with in-cinema and out-of-home promotions for the launch of Aapka Colors HD.”

     

    Dish and Sling SVP – international programming Chris Kuelling added, “We are proud to be the first pay-TV provider in the US to deliver Aapka Colors in HD, giving our customers an enhanced viewing experience and delivering on our ongoing commitment to provide high quality, affordable entertainment that connects viewers to their culture.  And with Sling, viewers will be able to access Aapka Colors in HD on almost any device including IOS, Android, Roku, Xbox, Amazon Fire and more.”

  • Promos have the power to make or break TV shows: Raj Nayak

    Promos have the power to make or break TV shows: Raj Nayak

    MUMBAI: Promos are an important medium via which television channels showcase their shows and entertainment properties. Citing the ever important role of promos in today’s cluttered and competitive television environment PromaxBDA conference chair and Colors CEO Raj Nayak said as the number of channels and shows increase, the task for promo makers gets tougher and bitter.

     

    “Everyone wants to get noticed with the help of that teaser. While some channels want to retain their audience, some others want to get audiences back.The small teaser is burdened with different aspirations. Promo is no longer just another brick in the wall; it is now one of the important aspects that has the power to determine the fate of a show,” Nayak asserted.

     

    The audience, which comprised promo makers and creative talent, was buoyed by Nayak’s encouraging comments directed towards them. “You are the real heroes of the television industry, which is evolving every day.You are the one that make every second of a promo count and that is one of the reasons why promos became such an important aspect. They have emerged as a major teamwork, which has the power to decide success or failure of an innovation. You all are the backbone of creativity in the television industry and with the growth of technology, I hope it gets better and bigger,” Nayak said.

     

    Talking about Colors’ voyage, he said, “We at Colors believe about disruption and differentiation. Television viewers have evolved and are not the same anymore. They expect quality in each and every segment and promos are one of them. While with Ashoka we portrayed love, power and affection of a mother – son relationship, Udaan was sensitive as well as esthetic. On the other hand, Code Red had to be different from all other daily crime shows and it was the promo that had the responsibility of communicating the message that Code Redwas different and that’s how important that short teaser is.”

     

    “Creativity is doing summersaults every now and then and you all are the real warriors of the war that wages every day in Indian television. I feel proud to chair the conference in PromaxBDA, which addresses to the creative pillars in the industry,” Nayak concludes.

  • Viacom18 puts marketing might behind summer shows across three kids’ channels

    Viacom18 puts marketing might behind summer shows across three kids’ channels

    MUMBAI: Summer is here and that means it’s that time of the year when channels and brands alike go all out to woo their favourite consumer – the kids!

     

    Nickelodeon for one is all set to entertain kids across the country with exciting offerings across its four channels namely Nick, Sonic, Nick Jr. and Teen Nick.

     

    Building on its unparalleled leadership story, Nickelodeon has unveiled its detailed plans for the summer, which includes a robust programming line-up along with interactive campaigns on-air, on-ground and online. From power-packed promotions to new shows, new seasons and more, Nickelodeon is geared up to engage kids across age groups this summer.

     

    Nick: The undisputed leader of the kids’ genre

     

    To consolidate the leadership position, which the channel has been enjoying for the last couple of months, Nick has set the stage for its flagship show Motu Patlu by launching a campaign called ‘Motu Patlu Hero Hunt.’

     

    As per the data released by BARC for week 16, Nick maintained the lead with 61,287 GTVTs (Gross Television Viewership in Thousands) followed by Pogo, which had 58,473 GTVTs and Cartoon Network with 39,495 GTVTs.

     

    Viacom18 – kids cluster EVP and business head Nina Elavia Jaipuria avers that the channel’s viewership grows by almost 15 per cent during the summer months. “We are making sure that we are out on the front foot entertaining and engaging kids with our best content and best promotions,” she asserts.

     

    Keeping in line with the changing and ever evolving preference of children, Jaipuria believes that it is imperative to understand the current fads and trends in the kids’ space.

     

    For the Motu Patlu Hero Hunt, Nick will give kids an opportunity to get animated alongside the two characters. “Kids love to be on television and if they are in the animated avatar, there’s nothing like it. So based on that learning, we will run a contest on the channel wherein kids can answer a simple question and win a chance to feature on the Motu Patlu show in an animated avatar,” informs Jaipuria.

     

    “This kind of promotion merits a great marketing plan because we need to give it surround sound and create enough awareness about the promotion,” she adds.

     

    To give wings to the campaign, Nick will roll out a 360 degree campaign across the country, which will include cross channel television plan, print, ambient, digital and a whole host of experiential touch points to engage with kids wherever they are.

     

    As part of the on-ground promotional activity, Nick has also planned tons of games and fun activities for kids in malls across Mumbai and Delhi.

     

    Through augmented reality, kids will be able to see their animated avatar talking to Motu Patlu on the screen in the mall. “With this initiative, we will see how augmented reality actually converts kids into an animated avatar,” adds Jaipuria.

     

    The network has also partnered with 26 Pantaloons outlets in the country where the retail chain will hold a ‘Junior Fashion Week’ and conduct auditions in their outlets with finales being held at Mumbai, Delhi, Calcutta and Bangalore. In these cities, Motu Patlu will also be the part of the fashion show and walk the ramp with children.

     

    In order to generate awareness about the promotions, Nick has also tied up with almost 25-30 McDonald’s outlets in the north and west.

     

    No promotion activity or marketing campaign these days is replete without a digital presence. Nick is creating a micro site – nickindia.comfor the iconic characters, which will have a whole lot of videos and promotional material. Additionally, the channel has also loaded the website with as many as 15 games, which kids can enjoy playing. “The whole play factor comes into place here and kids can play with our characters because they love them so much,” Jaipuria says.

     

    Nick will also be milking the consumer products segment in order create the required euphoria for Motu Patlu. “While we had the apparels earlier, this season we are focusing on ‘Back to School’ as soon the kids and their mothers will start buying new stuff for school. Some of the branded products we will be launching are bags, water bottles, lunchboxes and zippers amongst others,” informs Jaipuria.

     

    Adding to the summer excitement will be the launch of Motu Patlu’s sixth exclusive ‘made-for-television’ movie, Motu Patlu Kung Fu King Returns, which will be released in June. The channel will also launch all new episodes of the show this season. This will be preceded by the launch of the latest SpongeBob adventure: The SpongeBob Movie – Sponge Out of Water, which will release across India on 8 May, 2015.

     

    Sonic: Selfies & new shows

     

    Nick’s sister channel Sonic is taking a different route in terms of promotions. According to Jaipuria, being a smaller channel, the summer months helps Sonic grow by getting in new viewers, which leads to drive a better reach of the channel.

     

    Riding on the selfie wave that has swept adults and kids alike, Sonic has launched a summer campaign with the tagline ‘Selfie Kheecho Prizes Jeeto’ to drive engagement with the digital savvy generation.

     

    The idea is for the kids to watch Sonic’s show Pakdam Pakdai, take selfies with Doggy Don and send it to the channel. Winners stand a chance to win smartphones and tablets. The selfies will also be uploaded on sonicgang.com as videos and gags.

     

    For Sonic, Viacom 18 is focusing on smaller cities and has launched van activations in 15 cities across the states of Uttar Pradesh, Madhya Pradesh and Maharashtra.

     

    Sonic will also connect with kids across multiple retail touch-points such as Funcity across 12 cities and numerous McDonald’s outlets pan India.

     

    Further building on the Pakdam Pakdai franchise, the channel will be launching all new episodes of the action packed chase-comedy show this summer. Sonic has also launched two new shows called Hubert Takako and Mini Ninjas.

     

    “With all the marketing this summer, we want to make sure that the advertisers are also happy with the kind of viewership and promotions we have,” adds Jaipuria.

     

    Teen Nick: New shows

     

    Realising that kids are watching international shows online on YouTube, Viacom 18 brought those shows on its channel Teen Nick. The new shows that will be aired on Teen Nick this summer are Marvin Marvin and a sitcom called Nicky Dicky Dawn.

     

    Nick Jr: Dora takes the lead

     

    Dora leads the pack on Nick Jr this summer. On 14 May, the channel will celebrate Mother’s Day with Dora and Gelato in four cities namely Mumbai, Pune, Delhi and Bangalore. Kids and mothers can walk in and enjoy free scoops of ice-cream. On the consumer products front,Dora continues to have its back-to-school goodies.

     

    With the new shows on-board, Jaipuria reveals that the channel will stick to its five-seven hours of original programming. “We don’t play the 24-hour repeat but play other repeats so kids don’t feel that they are watching the same episodes again and again,” informs Jaipuria.

     

    Happy Advertisers

     

    New advertisers have flocked to the channel ever since the network achieved its leadership position last year with Nick. Viacom 18 has advertisers across categories like food, FMCG, automobile brands like Honda and Hyundai, as well as brands like OLX, Micromax and Whirpool to name a few.

     

    Advertisers who get active in the summers months are Rasna, Tang, Horlicks and Mother Dairy amongst others.

     

    Jaipuria reveals that it has been a good year in terms of ad sales growth and hopes that the quarter continues to grow even further. In terms of ad sales, the Nickelodeon franchise has witnessed a growth of 33 per cent. “Most of that has come through increase in our rates. We are happy to note that we are in the right trajectory, the shortage in inventory and our heroes – Motu and PatluNinja and Pakdam Pakdai have made it happen for us.”

     

    The leadership position has helped the network monetize better thus making ad sales rates growth by 33 per cent, informs Jaipuria.

     

    Talking about the 10-sec ad rate, she says, “We saw the growth coming in Nick last year because of the leadership position and with our delivery being good, we were able to command our increase right. Summer observes a shortage in the inventory as well and therefore we would obviously like to give it to advertisers, who will pay us more because of the inventory shortage.”

     

    In ad rates, last year the Nickelodeon franchise witnessed a growth of 25-30 per cent and Jaipuria is hoping to keep it at the same rate this quarter as well. The network will continue the rate hike through summer as it has consolidated its leadership position and also advertisers are interested in their 12-minutes inventory.

     

  • ‘Dharam Sankat Mein’ as also box office prospects

    ‘Dharam Sankat Mein’ as also box office prospects

    A remake of the 2010 British film, The InfidelDharam Sankat Mein is one more in the line of films depicting Baba-led sects and sub sects and juxtaposing one religion against another. Viacom18, one of the makers of the film, promotes it with a tagline: From The Studio Which Brought OMG- Oh My God. This, along with the fact that like OMG, this film also stars Paresh Rawal as the protagonist, makes a comparison inevitable.

    Rawal is a successful caterer in Ahmedabad tending to most big weddings and events. He is an atheist yet he has a problem. His son is in love with Auritra Ghosh, whose father and rest of the family are the followers of Neel baba (Naseeruddin Shah). Auritra is stuck between her love and her father’s choice of a suitor for her. She knows her father would prefer to marry her only into a religious family, especially one following the ways of Neel baba.

    Rawal, who wakes up to call of Azaan from a nearby Masjid, which irritates him, starts his day by playing a pop number by his favourite Sikh singer to change his mood. His son pesters him to come visit Neel Dharma sessions, if for nothing else, only to please his prospective father in law. Now, Rawal is a family man, who loves his wife and kids and every time he decides to comply with his son’s wishes, something comes in the way.

    His character has an inherent hatred for Muslims and the early morning Azaan and his verbal scraps with his Muslim neighbour, Annu Kapoor, only add to his discomfiture for the community. Annu’s car is always parked in the way making it impossible for Rawal to manoeuvre his car out. For every small reason, Annu, a lawyer by profession, sends legal notices to Rawal as well as to other society members.

    After Rawal’s mother demise, his wife keeps reminding him to go check her bank locker. One fine day, Rawal decides to do just that. And therein he finds a document, which turns his world upside down. He finds an adoption certificate and it emerges that he was born to Muslim parents, later left with an orphanage from where a Hindu Brahmin family adopted him.

    Rawal raids the orphanage registration office, breaks into their cupboards and gets hold of his file. He learns the name of his father. He now seeks help from Annu to help him find his biological father, wanting to meet him once and find out what made him desert him. Ahmedabad Muslim community is not small by any means and finding Rawal’s father after 50 years is worse than finding a needle in a haystack! Surprisingly, Annu does it in a day! Rawal’s father is counting his last days at a community sanatorium.

    Rawal visits the sanatorium but the Imaam there, Murli Sharma, won’t allow him. The reason? As it were his father was on last stage and seeing that his son is a Hindu, he would die of shock! Rawal seeks Annu’s help to learn the Islamic ways to once see his father. This goes on every time Rawal tries to meet his father as Murli blocks him till the matter lands in a court where Annu fights on behalf of Rawal.

    On the other hand, Rawal’s attempts at placating his son’s to be in-laws backfires. As he tries to find his identity between a Hindu and a Muslim, he loses his family and his standing in life. While his family leaves him, nobody wants to do business with his reputed catering service.

    That’s where the comparison between comes up between Dharam Sankat Mein and OMG: Oh My God. Though Rawal’s problems are same in Dharam Sankat Mein as in OMG, the latter was a debate about the very existence of God. As a film, it had an excellent material, better cast and a great screenplay where the court scenes stole the show not to forget its star power. Dharam Sankat Mein on its part, has no solid issues, while it highlights a fake Baba, it is mainly concerned about Islam bashing. The court case here is muted with no arguments played up. The final exposure of Shah is too stagey to carry any appeal. What also goes against the film is that Shah’s part in the film has been used a bit too much to promote the film which, though looks interesting the first time you watch it on screen, becomes monotonous the next time and thereafter it is forced on you.

    This is a Rawal vehicle all along, though his character or his part is not as strong as OMG. Just seeing him on screen is a treat. Annu Kapoor gives one of his best for the third time after Mr India and Vicky Donor. Shah in a cameo overacts. The supporting cast is okay. While the direction is just passable, the adaptation from The Infidel is too loose to merit a mention. Dialogue is mundane. Music has not been blended well. Editing is amiss.

    Dharam Sankat Mein has not opened well and with word of mouth not being in favour, it will disappoint.

    Producers: Viacom 18, Sajjad Chunawala, Shariqu Patel.

    Director: Fuwad Khan.

    Cast: Rawal Rawal, Annu Kapoor, Naseeruddin Shah.

    ‘Ek Paheli Leela’: Rides on Sunny Leone

    Ek Paheli Leela is a reincarnation story. By casting Sunny Leone, the makers make their intentions clear that the genre is just an excuse and their idea is to cash in on Leone’s skin show. There are people out there who expect her to shed whatever skimpy clothes she wears someday!

    Meera (Sunny Leone) is a super model having descended from Italy for a shoot in Rajasthan. She has a phobia for air travel having survived a plane crash in which she had lost both her parents. However, her agent, Andy, has made a commitment to shoot in Rajasthan and hence she has to travel.

    In Rajasthan while she is shooting, a local royal, Mohit Ahlawat, falls for her and finally also wins her over. They both get married.

    Meanwhile, Jay Bhanushali, has his own story. He has moved into a new house and since then, he has been having these dreams of his past making him wake up suddenly. To solve the problem of his dreams, which deprive him of restful sleep, Jay meets up with a guru. He is informed by the guru that he has been reborn because his love 300 years back had remained unrequited. He was in love with Leela but had not been able to marry her because of an evil man, Rahul Dev, who was besotted with her and had even created an indestructible statue for her.

    Jay proceeds instantly to Rajasthan to meet Leela and tell her about their past lives. Here, Jay realizes that Leela, of his past life, is now a super model named Meera and is married to Mohit. The rest is about convincing Meera about their love three centuries ago and dealing with those who destroyed their love.

    The story is predictable as all past life love stories are similar. Direction is fair though length is an impediment. Leone is not known for her histrionics and distractions are provided with glamorous costumes and a horde of songs composed by half a dozen music makers; some of this are already popular. Ahlawat is good while Bhanushali is passable. Dev is his usual self.

    Ek Paheli has managed a decent opening and it also caters to single screen audience. The film is likely to sail safe.

    Producers: Bhushan Kumar, Krishan Kumar, Ahmed Khan, Shaira Khan.

    Director: Bobby Khan.

    Cast: Sunny Leone, Jay Bhanushali, Mohit Ahlawat, Rajniesh Duggal, Rahul Dev, Jas Arora, Shivani Tanksale, VJ Andy.

    ‘Barefoot To Goa’: Direction shows indulgence

    Barefoot To Goa is a road film of sorts with the roadies being two young kids. A brother sister duo, Prakhar Morchhale and Saara Nahar, are not at ease with their mother, Purva Parag, a dominating householder. Her husband and the father of these two kids, Kuldeep Dubey has little interest in them and even lesser interest in the matters of the house.

    The kids have a good memory of their paternal grandmother while their mother, Purva wants no hint of her in their house. All the besan ladoos she sends for her son and grand kids are consigned to the garbage bin by her before her husband or kids can see them while the letters are hidden in the closet.

    The kids are fond of their grandmother and keep asking about her, while their unnecessarily villainous mother puts them off the subject. The husband is indifferent not having the courage to argue on why, while her mother can stay with them and his mother can’t.

    The kids, kin on meeting their loving grandmother, accidentally (read contrived) come across their grandmother’s letters to their father, which their mother has hidden in her closet. They don’t know whether they should inform their father of the mother’s guiles or not. Instead, the kids just decide to go meet their grandmother.

    They run away from home after breaking their piggy bank to go met their grandma in Goa. The rest of the film is about their travel and travails till they reach Goa, which reads like any of the children’s adventure stories from the Famous Five and Enid Blyton kind of children’s literature.

    However, the makers, in an attempt to make this simple, unimaginative film into a classic, screw it up totally with an unpleasant, unnecessary unhappy ending. Totally illogical when it comes to storytelling involving kids.

    The only noteworthy performers in the film are Nahar, who excels and Mochhale, who is a natural. Rest pass muster. Direction shows indulgence. Cinematography is pleasant.

    Producer: Praveen Morchhale, Satyajit Chourasiya.

    Director: Praveen Morchhale.

    Cast: Saara Nahar, Prakhar Morchhale, Farrukha Jaffar, Purva Parag, Kuldeep Dubey.

  • Viacom18 unveils new channel identity of Colors Marathi

    Viacom18 unveils new channel identity of Colors Marathi

    MUMBAI: On the occasion of Gudi Padwa – the Marathi New Year, Viacom18 has unveiled the new channel identity of Colors Marathi, the channel based on cultural ethos of Maharashtra.

     

    This is a part of the recent announcement by Viacom18 on expanding its portfolio by rebranding five ETV regional general entertainment channels under the Colors brand name. The foray was flagged off by Colors Marathi in a star-studded Gudi Padwa extravaganza on 20 March, 2015 by revealing the channel’s new identity. 

     

    The change will be brought alive on 22 March, 2015 by airing the visual extravaganza – the Marathi International Film and Theatre Awards (MICTA), an event that saw the best in Marathi film and theatre celebrate the success of the industry in Dubai.

     

    The entertainment quotient will further be upped with the launch of three new show premiering on 23 March namely, Amchya Gharat Soon Bai Joraat at 6.30 pm, Majha Hoshil Ka at 9.30 pm and Sakhi at 10 pm.

     

    Colors Marathi business head Anuj Poddar said, “We are truly excited about this new chapter and are looking forward to doing what we do best – to bring great quality content and entertainment to millions of our Marathi viewers. We hope that the audiences will continue to enjoy our shows. I am hopeful that this will be a key milestone in the continuing growth of the Marathi entertainment industry and take the entire Marathi TV entertainment industry to much greater heights.”

     

    Speaking on the new shows marking the start of the channel’s new journey, Colors Marathi content head Sanjay Upadhyay said, “The new journey of Colors Marathi is a great milestone for us and we will continue to redefine the television viewing experience for your viewers. The three new shows that are set to launch are all unique and address the varying needs of our audiences. Hope that our viewers make these engaging and entertaining show a part of their daily lives.”