From BroadMind to M Entertainment - focus on television content

MUMBAI: Group M's specialist unit BroadMind is in the process of rebranding itself as M Entertainment, focussing exclusively on content.

And it is in television content that M Entertainment (globally BroadMind is already rebranded either as M Entertainment or Mindshare Entertainment) will primarily be active.

BroadMind currently is active in entertainment and sports. On the entertainment side, it involves product placement, co-productions, trading and syndication, and export of content. The sports unit within BroadMind functions like a fully fledged agency whose ambit is the integration of brands with sporting properties. An example of this is next Sunday's (15 May) Lipton Bangalore International Marathon.

WPP Sports Agency Performance Launching This Year

The morphing of BroadMind into M Entertainment will also involve the hiving off of the sports division into a separate unit called Performance - Group M's sports agency worldwide. Performance is slated to have its formal launch in India in the second half of the year.



BroadMind is in fact currently in talks with about five content companies and is in the process of signing MOU's and JV's to make greater inroads into the content space.

Elaborating on the changes in process, BroadMind national director M Suku says, "While branded content has always existed in some form or another, the emerging players in this space will take the content game to the next level."

According to Suku, the agenda ahead will to use content as a platform to fuse brands into it in a seamless manner so as to make it part of the programming. Examples of such integration have already been seen with Star One's Lakme India Fashion House and Sony's recent Jassi.. and VLCC tie-up.

From Media Investments to Communication Investments

BroadMind will be positioning this whole proposition as a transition from media investments to communication investments.

Although, BroadMind's foray into content creation is currently at a very nascent stage, Suku pointed out that "content commercial deals" will be the way forward in the television space. With this opening up, the television arena itself will then be able to scale up production budgets, which will then lead to big-ticket properties, he avers.

While content commercial deals are a common concept worldwide with specialist content units partnering with TV networks and production houses, in India, the concept has just about arrived.



Suku points out that such intitiatives will see the emergence of new revenue streams for all the parties involved, be it TV channels or the production houses, the content vendors.

Also, looking at it from the broadcaster's point of view, this kind of brand alliance on the one hand allows for them to take programming to a different level as well as opens another channel for revenues.

Latest Reads
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands
Paytm Mall targets $10 bn annualised gross sales by 2019

With the aim to garner a bigger slice of India’s growing online retail market, Paytm Mall, owned by Paytm e-commerce, has ramped-up its efforts to expand the business. 

MAM Marketing Brands
Yamaha's 'The Call of the Blue' is launched as the new exciting brand campaign

India Yamaha Motor Pvt. Ltd. developed its new brand campaign ‘The Call of the Blue’ in order to draw a parallel to its product planning, marketing and customer engagement strategies with the brand’s global image of ‘excitement, stylish and sporty’.

MAM Media and Advertising Ad Campaigns
Isuzu Motors signs Jonty Rhodes as Indian brand ambassador

Isuzu motors, Japanese car manufacturer, has signed on former South African cricketer Jonty Rhodes as the brand ambassador to promote the brand and its latest product V-Cross in India. The brand will complete six years on 21 August 2018 in the Indian market.

MAM Media and Advertising People
UCB's first social experiment in India #UNITEDBYHOPE

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope, celebrating India’s unity in its diversity.

MAM Marketing MAM bolsters senior management team to pursue expansion plan

To pursue its ambitious growth and expansion plans, recently strengthened its senior management team with experienced talent.

MAM Marketing MAM
The Advertising Club announces the Category Awards for Marquees 2018

The Advertising Club today announced the various sector and special category awards for Marquees 2018.

MAM Marketing MAM
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories