Television

Live Viacom18 aims high with experiential marketing

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/12/23/jai-deep-mam-brands.jpg?itok=pCsh3qbj

MUMBAI: Recognising the power and potential of experiential marketing, Viacom18’s on-ground arm  Live Viacom18 is all set to take things to the next level. What launched in 2013 with 12 shows, has expanded to more than 300 events in 2015, with 12 solid intellectual properties to its name. From VH1 Supersonic, MTV Bollyland, Emerge to Chuckle Festival, the list is long.

What’s more, the company didn’t stop at just establishing brands but extended the property with every passing year, be it through campus interactions, club nights across tier II and III cities, to engagement through heavyweight events.

“The idea was to expand each event into several individual extensions, which run through a year. We saw a tremendous growth story by following this strategy. That also ensured that advertisers and consumers have a sustained visibility and access to the properties throughout the year,” says Live Viaocm18 senior vice president and business head Jaideep Singh.

Identifying the advantage that experiential marketing gives brand is the key reason for the initiative’s success across the country in such a short time. Not only has it been successful in multiplying eyeball reach exponentially, it has also managed to establish each of the properties as individual brands with a loyal following.

“From our network perspective, we have premium brands in all the spaces from Nickelodeon to Vh1 to MTV to Colors, which are brands that can take live event space to the next level. Fortunately we are positioned rightly to make the optimum use out of this space and provide advertisers with the same. And these IPs cannot exist in isolation, they need a certain ecosystem as well, which we can create by leveraging the 150 million plus broadcast eyeballs that we command, and 95 million digital footprints that we reach. Viacom18 is our answer to exploiting such a massive reach in the live space,” he points out.

“We have plans to touch one million people in terms of our live events. We are looking at taking us to 25 cities and 300 odd events through the year. The biggest contributor to this massive on ground success of Viacom18 is no doubt our flagship property VH1 Supersonic, which is synonymous with the country’s EDM music scene,” he adds.

With the third instalment of the mega five day EDM extravaganza hitting the country from 27 December, Singh shares that the expectations are quite high from this year’s lineup, audience turnover as well as brand integration and partnerships.

“Last year was fantastic. We felt so connected with our fans who attended the festival and the bond will only grow stronger this year. Building on last year’s success where approximately 100,000 dance music fans surrendered to the enigma of dance music at Candolim beach, we have been inspired to make this year’s edition of Vh1 Supersonic a much grander affair,” Singh shares.

“Our vision at Live Viacom18 is to provide dance music fans with a holistic experiential experience thereby igniting the collective passion for dance music and fulfil the needs of devoted music lovers. The third edition of this festival with its exciting line-up of artists and association with the global music fraternity will be an experience that fans will remember for a long time to come,” he signs off.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/29/Anil_Shubhranshu_Vinit.jpg?itok=l3BRI6z2
PKL 5 advertisers have grown three-fold, sponsorship has risen 320%

MUMBAI: Pro Kabaddi League (PKL) sponsorship revenue, in the fifth year, rose 320 per cent in 2017 and there was three times increase in the number of advertisers, Star India EVP and head - ad sales Anil Jayaraj said at the Mumbai event announcing the PKL 5. Star India owns the on-ground...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/matheww.jpg?itok=GfhBRjwI
Next Animation Studio appoints Duntemann as chief creative officer

Next Animation Studio (NAS) has announced that Matthew Duntemann has joined the company as Chief Creative Officer. Based at NAS headquarters in Taipei, Duntemann will report directly to the CEO Indra Suharjono.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/andrews.jpg?itok=PE4BTugT
Keshet hires kids content veteran Nicola Andrews to lead acquisitions & sales

Keshet International (KI) has appointed Nicola Andrews, a kid’s content expert with more than 20 years’ experience, to lead its recently announced kid’s division. Nicola joins KI as Senior Sales & Commercial Director, Kids, based in London, reporting to Keren Shahar, COO KI and President of...

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Ruper%20Murdoch.jpg?itok=Uzqo3f6G
Ireland clears Fox' proposed acquisition of Sky

MUMBAI: 21st Century Fox has welcomed the decision by the Republic of Ireland’s Minister for Communications, Climate Action and Environment to clear the company’s acquisition of the outstanding shares of Sky that the company does not already own, ruling that the proposed transaction will not...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Kevin_Vaz-Alok_Jain_0.jpg?itok=CjSsH2Pw
Movies HD in Star Maa's refreshed identity with new programmes

MUMBAI: Star Maa, the Telugu GEC of Star Network, is rechristening its network channels under the Star Maa umbrella. On 25 June, the brands Maa Music, Maa Gold and Maa Movies were respectively rebranded as Star Maa Music, Star Maa Gold & Star Maa Movies. Apart from the refreshed movies channel...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Amit_Goenka.jpg?itok=IOIDgXBL
ZEEL to globally strengthen its 'largest Indian entertainment' brand identity, says Amit Goenka

Internet is significantly changing the way we consume entertainment -- AR and VR are becoming commonplace. Over 60% of the world’s population is ‘digitally connected’ today. Content companies and advertisers are swiftly adapting to the new reality and redefining their strategies to stay on the top...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Emal_Pasarly_0.jpg?itok=1R1FR0DZ
BBC Pashto adds arts to its TV offer

MUMBAI: The BBC Pashto flagship TV programme, BBC Naray Da Wakht (BBC World Right Now), is launching a weekly arts supplement. From 1 July 2017, the weekly slot, Hunary Shabay (Art Moments), will focus on art and literary news from Afghanistan, Pakistan and from around the world. BBC Pashto is...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/vashindra.jpg?itok=T_mJi8bA
Zee News' Vasindra Mishra joins Network18

Vasindra Mishra has joined Network18 as a consulting editor.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/VIVO.jpg?itok=XQXuhE9b
Vivo wins IPL title rights for Rs 21.9 bn

Vivo has won the bid for IPL for 2018-2022 for Rs 21.9 billion -- which is a 554 per cent hike over the previous contract. Oppo, with Rs 14.3 bn-bid, Motorola, Xaiomi, and Intex were the other bidders.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories