Television

Fatafati registers number one spot

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/05/20/vikas.jpg?itok=1xjqb7yb

MUMBAI: Five months is not much time for a fledgling television channel to prove itself but that’s now how Music F – Fatafati operates.

Launched on 25 January, the channel from Royal Raj Media and Launch Pad has already registered numero uno position in week 19 of TAM TV ratings. What’s more, it has garnered a weekly GVT of 978 as compared to its competitors: Sangeet Bangla (807 GVTs) and DHM Bangla (714 GVTs).

While this is no mean feat, Launch Pad director Vikas Varma feels five months is a tad longer than what it would have usually taken him to reach the number one spot. “If you look at my record, it has taken a little longer than it should have. When I launched 9XM, we became number one in two weeks and beat MTV, which was the number one channel then. When I launched Hummra M (Bhojpuri music channel), it took me four weeks to become number one. In comparison, it has taken us a little longer here in Bengal. But that only goes to show how strong the market in Bengal is and how strong the competition is,” said Varma.

So what is it about Music F - Fatafati that has endeared it to Bengali viewers? For starters, the 24*7 free-to-air channel targets the 15-24 years age group and airs the latest Bengali music. 20-30 per cent of the content is original with high-octane music in the mornings and evenings and softer, more romantic numbers in the afternoons. Punctuating the music shows are 3D animations and cartoon shorts around the channel’s comic heroes – Jagai, Madhai and Pappi Da.

There isn’t too much research unlike most other channels. “There is not a high intensity research per se. We never did too much of research earlier also. It is just the basic TAM research that the team does every week in terms of connectivity and time spent,” informed Varma.

Ask Varma and he says the entire personality of the channel is the key differentiator which has worked in its favour. “It is a cool, sophisticated and down-to-earth channel. By default, that is the place where everyone wants to go. If you look at it, the songs are the same which are running on all other channels; it is the personality which is different,” he said.

While the channel didn’t have a single advertiser during the first month, it has now attracted several advertisers. “Right now, we have got 30 plus brands advertising on our channel. And a lot of new brands are also coming on. Advertisers are very bullish about the channel,” said Varma, adding that most advertisers are now supporting Fatafati as it is giving them numbers.

The channel’s distribution on cable is 100 per cent, while it still has no presence on DTH. “Obviously, we want to expand our distribution, but it is too expensive and we are hoping that we will come on all the DTH platforms soon,” reasons Varma.

A property to which Varma attributes a large portion of Fatafati’s success is Dance Party Jhinchak, a show that was launched on 14 April. Having collaborated with Hindustan Unilever’s immensely popular male grooming brand AXE, this property had been designed on a similar theme as the AXE Boat Party. It was aired between 10-10.30 pm every day for a period of three months.

Extensive marketing activation was done in Kolkata including hoardings, radio spots and tying up with Radio Mirchi. “This is one of the reasons why ratings have gone up,” said Varma. According to insiders, while close to Rs 20 to Rs 25 crore is required to start a regional music channel, in the case of Fatafati, between Rs 15 to Rs 20 crore was invested. Varma informed that the channel was on course to break even sooner than later.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/media_0.jpg?itok=sI-DNBxj
ZEE partners with Indiantelevision.com for Media HR Summit 2019

Since inception, Indiantelevision.com has always attempted to sincerely engage with India’s media and entertainment industry in a bid to offer innovative content and broaden the scope for dialogue.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/spn.jpg?itok=zZk629P_
SPN India adds Happy India HD pack to its bouquet

MUMBAI: Three months into the new TRAI tariff order regime and Sony Pictures Network has a plan to woo consumers. The broadcaster in its RIO mentioned a new ’Happy India HD’ pack. The pack costs Rs 70, which includes channels such as SET HD, Sab HD, Pal, Max HD, Max 2, Sony Wah, Mix, Sony Yay, Sony...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/ndtv.jpg?itok=YTYCU5WH
NDTV promoters get stay on SEBI order banning them from security market

MUMBAI: An order that was passed by the Securities and Exchange Board of India (Sebi), barring New Delhi Television (NDTV) promoters Prannoy Roy and Radhika Roy from holding managerial positions at the news television network, was stayed by the Securities Appellate Tribunal (SAT).

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/shameroo.jpg?itok=m9aQR8lN
ShemarooMe Recognised as the “Best Newcomer” at OTTv Mumbai 2019

MUMBAI: ShemarooMe, the one-stop destination for blockbuster Bollywood, Regional, Devotional, Classic and Kids’ content, added another feather to its cap as it received recognition of being the ‘Best Newcomer OTT’ at the 2nd edition of OTTv MUMBAI 2019’. The recognition was bestowed in the presence...

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/vh1.jpg?itok=6WCkBCFq
Long Live Music: Vh1 India and MTV Beats celebrate World Music Day with the first ever 24-hour Facebook Live music festival

MUMBAI: “Where words fail, music speaks”, Hans Christian Andersen’s words perfectly define the eternal importance of music that unites people across cultures and traditions. As the nation celebrates unique melodies, this World Music Day, the two pioneers of musical entertainment – Vh1 India and MTV...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/meg.jpg?itok=_2UlRUQe
Deep-sea thriller 'The Meg' premieres on HBO and HBO HD

Deep in the Pacific looms a prehistoric terror, awaiting an unassuming team of scientists on an undersea expedition. Join action superstars Jason Statham and Ruby Rose as they dive into director Jon Turteltaub’s adrenaline-filled sci-fi extravaganza! Stack some popcorn and gear up for ‘The Meg’...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/cm.jpg?itok=j6slznM0
Youth genre emerges as most benefitted in Chrome DM week 24

Youth genre has grown by 5.61 per cent in week 23 of Chrome Data Analytics and Media data. In this genre, MTV channel gained the highest OTS with 86.9 per cent in HSM excluding less than 1 lakh markets.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/19/kb.jpg?itok=JytxdREB
Kannada KBC to air on Colors Kannada starting 22 June

Viacom18 has taken over where Star India left off – the Kannada version of Kaun Banega Crorepati – Kannadada Kotyadipathi or KK will start airing on Viacom18’s flagship Kannada GEC Colors Kannada and its HD counterpart Colors Kannada HD starting Saturday 22 June.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/18/starworld.jpg?itok=UafkQaA4
Star World all set to premiere ‘Succession’, a show that is gonna explode

MUMBAI: Indian audiences are always on the lookout to discover the next big show that will take over the world of entertainment with a storm. To fill that void and always staying ahead of the curve, Star World has is bringing to itsaudiences Shows. That. Are. Gonna. Explode – S.T.A.G.E  This July,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories