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Tag: Vikas Varma

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

    What are the marketing plans for Zingaat?

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

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

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

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

    Also Read :

    Large Networks lead regional channels, programme ratings in weeks 1 to 8 of 2017

    ‘Kasaav’ best film, UP most movie-friendly state in National Film Awards

    SonyLiv launches original Marathi web-series ‘YOLO’

    Gadkari unveils Marathi edition of Subhash Chandra’s ‘The Z Factor’

  • Vikas Varma to head BFlix Movies channel; airs 24*7 live tweets from KRK

    Vikas Varma to head BFlix Movies channel; airs 24*7 live tweets from KRK

    MUMBAI: After successful conceptualization and running of various channels like 9XM, Music Fafafati, Hummra M, CEO of Dicky Speak Pvt Ltd Vikas Varma along with few more promoters is all geared up to launch a new Hindi FTA movie channel called BFlix Movies. The channel possesses a mixed bag of old and new movies.

    It will cater to the ever changing persona of Bollywood. Varma resonates that movies channels, movie halls or multiplexes do not create or produce their own movies but create an environment in which movies are the most fun and entertaining to watch. Breaking free from this notion, the channel will evolve with the constantly changing demands of the viewers and will have structural flexibility in environment to surprise and delight them.

    “Bflix Movies is the ‘gen-next’ movies channel. The entire experience of the channel is very musical and in harmony with the movies we play. If movies are the tea that our viewers drink in the afternoon, then Bflix Movies is a dash of zingy lemon in the tea. In the nights we are the rum in your coke and in the mornings we are the lover you awake with. To sum it all, Bflix Movies is the twinkle in your eye even on your most boring day”, says Varma.

    The channel is available on all major cable and DTH networks in India and has already started airing on Insat4a.

    A small yet passionate team has been created to not get lost in the war of bureaucracy and designations. It will focus on the underlying ideology, clarity of intent and simplicity of execution on TV.

    The channel has another supporter, Kamaal R Khan as part of its team and will constantly play @kamaalrkhan tweets on the channel. He is already creating a lot of buzz about this on his social media accounts.

    “I personally am a big fan of his tweets and among his 1.1 million (11 lakh)  fans on Twitter”, voices Varma.

    Adding further, “It’s great for the ego of the people involved with the channel. It does very little to garner viewership and certainly does nothing to retain it. We launched 9XM with zero marketing and in two weeks we beat MTV, which was #1 at that time. The same was applied to Hummra M and Music F Fatafati. If the channel is good, it will garner viewers irrespective of its B2C marketing spends”.

    “Brand mirroring platforms on Facebook, Twitter, YouTube, etc. will be created for the Bflix Movies community and space for our viewers to interact. A ‘mood-map’ will also be created airing tailor made content as per the audience’ demand,” he informed.  

  • Vikas Varma to head BFlix Movies channel; airs 24*7 live tweets from KRK

    Vikas Varma to head BFlix Movies channel; airs 24*7 live tweets from KRK

    MUMBAI: After successful conceptualization and running of various channels like 9XM, Music Fafafati, Hummra M, CEO of Dicky Speak Pvt Ltd Vikas Varma along with few more promoters is all geared up to launch a new Hindi FTA movie channel called BFlix Movies. The channel possesses a mixed bag of old and new movies.

    It will cater to the ever changing persona of Bollywood. Varma resonates that movies channels, movie halls or multiplexes do not create or produce their own movies but create an environment in which movies are the most fun and entertaining to watch. Breaking free from this notion, the channel will evolve with the constantly changing demands of the viewers and will have structural flexibility in environment to surprise and delight them.

    “Bflix Movies is the ‘gen-next’ movies channel. The entire experience of the channel is very musical and in harmony with the movies we play. If movies are the tea that our viewers drink in the afternoon, then Bflix Movies is a dash of zingy lemon in the tea. In the nights we are the rum in your coke and in the mornings we are the lover you awake with. To sum it all, Bflix Movies is the twinkle in your eye even on your most boring day”, says Varma.

    The channel is available on all major cable and DTH networks in India and has already started airing on Insat4a.

    A small yet passionate team has been created to not get lost in the war of bureaucracy and designations. It will focus on the underlying ideology, clarity of intent and simplicity of execution on TV.

    The channel has another supporter, Kamaal R Khan as part of its team and will constantly play @kamaalrkhan tweets on the channel. He is already creating a lot of buzz about this on his social media accounts.

    “I personally am a big fan of his tweets and among his 1.1 million (11 lakh)  fans on Twitter”, voices Varma.

    Adding further, “It’s great for the ego of the people involved with the channel. It does very little to garner viewership and certainly does nothing to retain it. We launched 9XM with zero marketing and in two weeks we beat MTV, which was #1 at that time. The same was applied to Hummra M and Music F Fatafati. If the channel is good, it will garner viewers irrespective of its B2C marketing spends”.

    “Brand mirroring platforms on Facebook, Twitter, YouTube, etc. will be created for the Bflix Movies community and space for our viewers to interact. A ‘mood-map’ will also be created airing tailor made content as per the audience’ demand,” he informed.  

  • Indian mobile shopping purchases on the rise: MasterCard survey

    Indian mobile shopping purchases on the rise: MasterCard survey

    MUMBAI: Purchasing patterns in the country are seeing a change. While visits to the kirana store continue, online purchases made through mobile phones in India have grown by more than 100 per cent over the past two years. This indicates a steep upward trend in e-commerce propelled by expediency, reveals the MasterCard Online Shopping Survey 2014, which covered 14 countries across Asia Pacific.

     

    China continues to lead the chart among mobile shoppers with 70.1 per cent of the respondents polled having used the device to make online purchases. India (62.9 per cent) and Taiwan (62.6 per cent) follow next with Thailand (58.8 per cent) and Indonesia (54.9 per cent) rounding off the top five.

     

    Some of the key takeaways of the report:

    -India ranks second with 81.2 per cent of respondents accessing the internet for online shopping while China leads with 86.6 per cent.

     

    -95 per cent of Indian respondents with a mobile phone have access to the internet through it (up by 20.2 points since 2012)

     

    -The number of Indian respondents, who have made at least one purchase in the last three months, has increased from 70.9 per cent in 2012 to 94 per cent in 2014.

     

    -The major factors impacting online purchases include the security of payment facility (86.8 per cent) followed by the price or monetary value of items (86.6 per cent) and convenient payment methods (86.2 per cent)

     

    MasterCard South Asia area head Vikas Varma said, “Digital payment solutions like mobile banking apps and digital wallets will go a long way to further enrich the purchasing experience for the evolving consumer. The survey shows that there is a strong need to provide not only secure, but also convenient payments solutions as consumers move to a more digital and sophisticated lifestyle.”

     

    Furthermore, in India the top three reasons for driving smart phone shopping were the ability to shop on the go (47.7 per cent), the growing availability of apps that makes it easier to shop (45.3 per cent) and convenience (38.1 per cent). Mobile phones/mobile gadget apps topped the list of items purchased through smartphones (28.8 per cent), followed by tickets for cinema and movie theatres (26.7 per cent) and clothing/fashion accessories (24 per cent).

     

    For online transactions, the most common payment methods used are debit cards and cash. New mobile technologies are also gaining traction among consumers in the region, with mobile banking apps having the highest awareness-familiarity levels (38.3 per cent) followed by in-app shopping (28.7 per cent) and digital wallets (24.4 per cent).

  • Fatafati registers number one spot

    Fatafati registers number one spot

    MUMBAI: Five months is not much time for a fledgling television channel to prove itself but that’s now how Music F – Fatafati operates.

     

    Launched on 25 January, the channel from Royal Raj Media and Launch Pad has already registered numero uno position in week 19 of TAM TV ratings. What’s more, it has garnered a weekly GVT of 978 as compared to its competitors: Sangeet Bangla (807 GVTs) and DHM Bangla (714 GVTs).

     

    While this is no mean feat, Launch Pad director Vikas Varma feels five months is a tad longer than what it would have usually taken him to reach the number one spot. “If you look at my record, it has taken a little longer than it should have. When I launched 9XM, we became number one in two weeks and beat MTV, which was the number one channel then. When I launched Hummra M (Bhojpuri music channel), it took me four weeks to become number one. In comparison, it has taken us a little longer here in Bengal. But that only goes to show how strong the market in Bengal is and how strong the competition is,” said Varma.

     

    So what is it about Music F – Fatafati that has endeared it to Bengali viewers? For starters, the 24*7 free-to-air channel targets the 15-24 years age group and airs the latest Bengali music. 20-30 per cent of the content is original with high-octane music in the mornings and evenings and softer, more romantic numbers in the afternoons. Punctuating the music shows are 3D animations and cartoon shorts around the channel’s comic heroes – Jagai, Madhai and Pappi Da.

     

    There isn’t too much research unlike most other channels. “There is not a high intensity research per se. We never did too much of research earlier also. It is just the basic TAM research that the team does every week in terms of connectivity and time spent,” informed Varma.

     

    Ask Varma and he says the entire personality of the channel is the key differentiator which has worked in its favour. “It is a cool, sophisticated and down-to-earth channel. By default, that is the place where everyone wants to go. If you look at it, the songs are the same which are running on all other channels; it is the personality which is different,” he said.

     

    While the channel didn’t have a single advertiser during the first month, it has now attracted several advertisers. “Right now, we have got 30 plus brands advertising on our channel. And a lot of new brands are also coming on. Advertisers are very bullish about the channel,” said Varma, adding that most advertisers are now supporting Fatafati as it is giving them numbers.

     

    The channel’s distribution on cable is 100 per cent, while it still has no presence on DTH. “Obviously, we want to expand our distribution, but it is too expensive and we are hoping that we will come on all the DTH platforms soon,” reasons Varma.

     

    A property to which Varma attributes a large portion of Fatafati’s success is Dance Party Jhinchak, a show that was launched on 14 April. Having collaborated with Hindustan Unilever’s immensely popular male grooming brand AXE, this property had been designed on a similar theme as the AXE Boat Party. It was aired between 10-10.30 pm every day for a period of three months.

     

    Extensive marketing activation was done in Kolkata including hoardings, radio spots and tying up with Radio Mirchi. “This is one of the reasons why ratings have gone up,” said Varma. According to insiders, while close to Rs 20 to Rs 25 crore is required to start a regional music channel, in the case of Fatafati, between Rs 15 to Rs 20 crore was invested. Varma informed that the channel was on course to break even sooner than later.

  • Now a Fatafati music treat for Bongs

    Now a Fatafati music treat for Bongs

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

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

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

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

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

    Probal gaanguly

    Launch Pad director Probal Gaanguly

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

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

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

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

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

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

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

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

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

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

    Marketing and promotion

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

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

    Vikas Varma with Music F Fatafati's animated characters

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

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

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

    About the collaborators

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