iWorld

Fremantle Media India forays into digital; launches web series 'Confessions-It's Complicated'

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2016/03/30/freemantle_logo.jpg?itok=iDeuIDAn

MUMBAI: Fremantle Media India is known for its successful Indian Idol franchise, which has been running for several seasons. The content creator is now pushing the envelope on digital  and has launched its first web series titled Confessions –It’s Complicated. The launch was done at the hands of film actress Richa Chadda on 29 March.

Based on three spirited, vivacious girls Sameera Saxena, Raka Ghosh and Nupur Murthy from different parts of the country who live under one roof and office in Mumbai, Confessions, sheds light on their struggles, fears, dreams and adventures. Peppered with a mix of drama, love, romance and wit, the show bridges the gap between the reel and real lives of the characters.

The title track has been crooned by Anushka Manchanda, while the upbeat soundtrack has been composed by the renowned musician Leslie Lewis.

The 40 episode show has been conceptualised for the ‘on-the-go’ audience with each episode being of eight minute duration. Confessions – It’s Complicated begins airing on 4 April 2016 with fresh episodes being launched online every Monday, Wednesday and Thursday. A total of 10 episodes will have a confession that will be made every Saturday.

Each installment will first be released on Facebook before moving on to Youtube. And that’s what makes Fremantle’s effort a standout. Its association with Facebook India and Facebook Live will allow viewers and fans to share their perspectives and experiences in real time. Additionally, the three leads will also reach out to audiences across key social media platforms and share with them their journey in the city of dreams.

Estimates are that each episode is costing the production house anywhere from Rs six to eight lakh.

Fremantle has roped in four sponsors  to help defray its costs. This includes Myntra, and Gillette Venus, as the title and powered by sponsors respectively with Miss Malini and Saavn coming in as other sponsors.

Fremantle  Media India business head Vidyuth Bhandary highlights that every attempt has been made to integrate the sponsors into each episode so that the content and storyline looks seamless and unforced.

It’s something that is echoed by Myntra VP marketing and head of monetisation Manish Aggawal. Says he: “Confessions does that (brand integration) beautifully. We are a fashion brand and fashion is all about choice. It is interesting to see how the three protagonists leverage fashion and their freedom in Mumbai according to their choice. They will be seen wearing Myntra clothes. Our consumers will get to see the products that we have through this."

Adds Myntra CMO and head of international brands Gunjan Soni: “We see digital and storytelling as a powerful way to engage with young people. The Confessions web series celebrates independent young women and hence is  close to our beliefs. We hope the viewers will also enjoy the shoppable styles the protagonists will be wearing.”

The Myntra partnership has been extended in other ways: the show will air on the fashion outlet’s app giving it a reach of 7 million viewers even as the three faces will be seen on the application and its properties. Push notifications and pop ups will be sent to Myntra users.

Part of the marketing plan drawn up by Fremantle includes the sponsors promoting the series on their digital platforms. Additionally, an agency to moderate social media to create buzz around the show has been signed on.

“We are striving to develop new formats and explore innovative ways to integrate non-traditional platforms,” says Bhandary.

The web-series has been produced in HD with the hope that it will find a telecast window in traditional TV channels, depending on its success.

“You need a combination of high production values and good content for a show to stand tall, “ explains Bhandary. “Once we are done with the digital run, we will definitely syndicate it as it’s been made without any compromises. It’s produced equally or even better than how a TV show is produced. The amount I am paying to produce this web series, I would have to pay the same amount to produce a TV show.”

A professional who is confident that the digital initiative will pay off is Fremantle Media India senior VP of branded entertainment and digital partnerships Ron Crasto. It was he who forged the relationship between the creatives at the content creator,  Facebook and Myntra. Says he: “We want to be at the forefront of digital content production and storytelling. This innovative series will delight audiences and deliver great results for all stakeholders.”

Bhandary is hopeful of Confessions getting a second season. Says he:  “The idea behind a finite series is that people want a beginning and an end. If this gets successful, we might do a sequel also.”

Amen to that!

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/ZEE5_India.jpg?itok=zvu8iUJG
Publicis Capital bags the creative mandate of ZEE5 India

Carrying on with its winning momentum, Publicis Capital has bagged the creative mandate of ZEE5 India, India’s fastest growing OTT platform. The agency will manage the creative duties for the leading OTT brand across their AVOD, SVOD, Regional SVOD and Trade (B2B) verticals.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/tv.jpg?itok=AB047IQJ
Content choice drives Indians’ subscription to multiple OTT platforms

OTT subscription fatigue is a myth in India for now. While subscribing to multiple OTT services, Indian subscribers rely on content as the driving force. There are three primary reasons for this - demand for more content options (42 per cent), satisfying the content needs for an entire family (42...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/indvspak.jpg?itok=fPYxEAEC
#INDvPAK becomes the most tweeted about ODI on Twitter with 2.9 million Tweets

MUMBAI: India won by 89 runs in Manchester on Sunday to extend their unbeaten streak against Pakistan in the World Cup history. While we saw the rivalry between both teams on the field, the roar of the fans was loud on Twitter. The game broke cricket records by becoming the most Tweeted about one...

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/tapan.jpg?itok=faLvlqy_
Hungama appoints Tapan Sharma as the vice president for integrated media sales

MUMBAI: Hungama, India’s leading digital entertainment company, has appointed Tapan Sharma as the Vice President for Integrated Media Sales. With over 16 years of work experience in ad sales and content monetization, Tapan comes to Hungama from Gaana where he served as the National Head – Audio...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/facebook.jpg?itok=EuABI7Nb
Facebook and Kiran Rao partner to unleash the power of mobile storytelling

From cinematic canvas to mobile canvas, filmmaker Kiran Rao marked her return to direction with two films made for Facebook India.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/gs.jpg?itok=UgXFjjVu
One Digital Entertainment to focus on content localisation, international expansion and tech innovation

Along with focusing on reaching out to global audiences, digital content network One Digital Entertainment is also focusing on the niche regional ones. Meanwhile, localisation of content is a key focus area this year.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/vigo.jpg?itok=AuwI3pmF
Top Indian Cricketers Catch the Beat of #YehWorldCupHumaraHai Anthem on Vigo Video

Vigo video users Mellow’D, Krishnan, Vishal Ahire, Sumit Kumar and Tushar Chatterjee created a heartfelt yet catchy song #YehWorldCupHumaraHai to celebrate the spirit of ongoing ICC World Cup 2019.

iWorld Video On Demand
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/10/google.jpg?itok=dCVnInc1
Google earned $4.7 bn from news search in 2018

A whopping $4.7 billion was made by Google via search and Google News from the work of journalists during the year 2018

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/10/eros.jpg?itok=aV9QeEPb
Eros Now announces 18.8 million Paid Subscribers as of March 31, 2019

Eros International Plc (NYSE:EROS), a Global Indian Entertainment Company, today provided the following statement from Group Chairman and CEO of Eros International Kishore Lulla

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories