iWorld

PlayTV marketing campaign to break on 23 May

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.

 
Subhash Chandra with Amit Goenka at PlayTV launch

"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.

 
 
 

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.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/viu.jpg?itok=-dzsPtoi
Viu partners Endemol for localised adaptation of ''The Bridge'

MUMBAI: Video-on-demand service, Viu, has announced a collaboration with production and distribution house Endemol Shine Group to produce a localised, ten-episode adaptation of the global series The Bridge. Viu's aim is to deliver international content formats tailored to be locally relevant along...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/Online_video.jpg?itok=zuVnozDc
Online video growth zooms across Asia with internet TV consumption: MPA

MUMBAI: In a landscape still dominated by TV, the Asia Pacific online video industry seems to be on a path to double its share of video industry revenue ex-China from 9 per cent in 2017 to 20 per cent by 2023, according to analysis released today by Media Partners Asia (MPA).

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/ott-mumbai.jpg?itok=Esq57Ivs
OTTv Mumbai 2018, the Monetization Challenge of OTT Platforms

OTTv Mumbai 2018, powered by Limelight Networks, is scheduled for 17th May 2018 at Taj Lands'End, Bandra, Mumbai. The 2nd Edition of OTTv Mumbai, organized by Dveo Media, will bring together major players and leading executives in the OTT and Content Business in India to debate and explore the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/21/cha.jpg?itok=XjGEBSk7
Vice Media starts Indian journey promising edgy content

MUMBAI: Global youth media brand Vice Media, which officially launched its operations in India on Thursday in partnership with the Times of India group, will bring content in Hindi and English and has introduced all its digital brands under the VICE.com banner.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/21/ama.jpg?itok=U3e3spQZ
Amazon Prime Video UK adds US Open

MUMBAI: With the gradual progress in the over-the-top (OTT) market, SVoD providers are increasingly inclining towards sports rights. Amazon Prime Video, one of the biggest players, has been granted the exclusive live telecast rights to the US Open tennis championships in the United Kingdom and the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Jeff_Bezos.jpg?itok=DVeVZbwz
India fastest-growing market in first year for Amazon: Jeff Bezos

MUMBAI: Amazon’s unstoppable march continues worldwide, including India. Putting an end to the speculation around the number of Amazon Prime subscribers, Amazon CEO Jeff Bezos has finally revealed the data in a letter to shareholders. The e-commerce giant has crossed 100 million subscribers for...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/19/vivek.jpg?itok=x3qEq7OO
TVF ropes in Vivek Saxena as north head for brand partnerships

MUMBAI: The Viral Fever (TVF), a digital platform, has announced Vivek Saxena as north head for brand partnerships. Saxena has joined TVF from Hotstar where he was managingagency relationship nationally with Publicis, IPG and Omnicom Media Group.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/19/netflix.jpg?itok=DyZRnWnL
Introducing Mobile Previews

One of the best ways to know if you’ll like a new series or movie is to watch a quick trailer. Today, we are excited to introduce mobile previews (launching today on iOS and coming soon to Android) to the mobile experience. Mobile previews present members with a fun, simple, and easy way to learn...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/19/fubo.jpg?itok=84PfFjqV
FuboTV raises $75 million from Fox, AMC Networks and Sky

Days after ESPN launched its new streaming service ESPN+, FuboTV, a three-year old streaming TV service for sports fans, is announcing the close of $75 million in Series D funding. The round included new investor AMC Networks and existing investors 21st Century Fox, Luminari Capital, Northzone,...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories