Television

Epic?s marketing mantra: Digital innovations

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/11/24/tv%20gec.jpg?itok=KT-PGI8U

MUMBAI: One of the oldest civilisations in the world and thousands of stories to tell; Epic, the latest entrant in the Hindi entertainment channel space, is all about ?Kahaniyaan Hindustan Ki?.



Different from the rest, the channel which wants to be categorised as the country?s first genre specific channel, is taking a different approach when it comes to not only content, but marketing as well.



Imagine a standard bus stop transformed into a royal seating chamber, equipped with fan bearers and thrones. Yes, to give a taste of yesteryears the channel has taken the conventional as well as unconventional ways to create the buzz around it.



?We want to create a brand around history and mythology in television and therefore it was very important to have a strategic approach to our marketing efforts,? says Epic Television Networks founder and MD Mahesh Samat.  Apart from focusing on a 360 degree marketing plan, it has put a great deal of focus on digital innovations.



?Social media is a much underutilised medium which we wanted to explore. We have a three-pronged approach ? create relevance, generate meaningful engagement and offer a sense of uniqueness,? says Samat while elaborating on how the channel debuted first on YouTube a month before the launch of the channel and garnered over 1.2 million hits and subsequently, released a promo every week to build some pre-buzz in the market.



?Our digital initiative, Epicgrams, has been an ongoing property that has helped create the relevant conversations surrounding Indian history, mythology and folklore, before the channel launched,? highlights Samat.



Other than this, Epic is also being promoted in the traditional ways with radio, print, television and OOH.



The channel did an in-depth research to create the blueprint of marketing strategy. ?Our research suggested that our content appeals more to urban audiences given the contemporary format of storytelling. It also suggested that the content is more gender neutral unlike other entertainment channels. That being said, our content is focused on Indian history and we as Indians have an emotional connection to our past. We have had a longstanding tradition of storytelling that has faded over the last few decades. Urban audiences have turned away from Indian television because there isn?t enough content that caters to their sentimentalities. We felt that this was a space in television that was untapped and we wanted to bring audiences back to Indian television in a way that suits their consumption patterns. We felt that leveraging the digital medium would help us reach the intended audience and be an agent to bring them back to television,? he adds.



The campaigns are season based wherein once the first season is over, the campaigns for the second season of shows will commence.



Launched on 19 November, after more than a year?s wait, so far the channel has spent upwards of 50 to 60 per cent of its marketing budget.  As per industry sources, the channel is spending around Rs 20 crore to Rs 25 crore on marketing.



So far, Epic is focusing on cities that have completed phase I of digitisation and the urban audience across the country, including Mumbai and Delhi and as digitisation takes its course across the country, the campaigns will begin there as well.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/ban.jpg?itok=_vIlfmJw
Media Worldwide launches Bangla Talkies

Music channel network, Media Worldwide Ltd has announced the launch of an all new channel Bangla Talkies.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/colors_0.jpg?itok=-blDJ5ro
COLORS launches an epic tale of good vs. evil - ‘Vish Ya Amrit: Sitaara’

COLORS, India’s leading premium Hindi entertainment channel is strengthening its leadership in the fantasy and supernatural genre with the launch of ‘Vish Ya Amrit: Sitaara’

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/pro.jpg?itok=-lX7cITN
First Promo of Pro Volleyball League goes on air

With the league a couple of months away, volleyball fans across the country were treated to the first promo of Pro Volleyball League on Wednesday.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/cnn.jpg?itok=PUoSxwUV
CNN Digital appoints new head of CNN Digital Asia

CNN Digital has appointed Brett McKeehan as Director, CNN Digital Asia. Based in Hong Kong, McKeehan will lead the Asia-Pacific team and have editorial responsibility for content coming from teams across the region for CNN Digital’s global audience.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/discovery.jpg?itok=RlPUVhPd
DISCOVERY TO BROADCAST LIVE FROM THE BOTTOM OF ONE OF THE LARGEST SUBMERGED SINK HOLES IN THE WORLD

Located 46 miles off the coast of Belize, the Blue Hole is known around the world for its crystal-clear water and its abundance of sharks and sea life.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/drapers.jpg?itok=pXdUPmXG
“Meet the Drapers”, the crowdfunding reality show by Sony Entertainment Television, is again on the hunt for the next big idea; Season 2 going global

“Meet the Drapers” Season 1 debuted the world’s first crowdfunding-based startup reality show in 2017-2018, featuring the Drapers -- Silicon Valley’s legendary VC family - and was an immediate success in the Americas.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/21/top.jpg?itok=iVD9gYfB
Kids most benefited genre in Chrome DM week 46

With a growth of 1.07 per cent, the kids genre in all India 1 lakh+, marked the highest opportunity to see (OTS) among all categories in week 46 of Chrome Data Analytics and Media. Discovery garnered the highest OTS in kids’ genre with 90.5 per cent.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/ra.jpg?itok=DxzPxtHB
Viacom18 confirms the departure of Raj Nayak

In an official statement released to the media, Viacom18 confirmed the departure of Raj Nayak, the media network’s Chief Operating Officer.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sony.jpg?itok=XlwZkCP5
Sony Pictures Networks India gears up for the India tour of Australia with engaging programming initiatives

For the year ending high-octane cricket series between India and Australia, Sony Pictures Networks India (SPN), will be undertaking several initiatives to enhance the viewing experience and increase engagement with cricket enthusiasts across the nation.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories