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Subhash
Chandra with Amit Goenka at PlayTV launch
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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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