Television

Now a Fatafati music treat for Bongs

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/20/music_1.jpg?itok=q-YsYwyQ

MUMBAI: For all those Bengalis out there, one more music channel has been added to the existing list. However, Music F Fatafati - launched on 25 January by Royal Raj Media and Launch Pad – claims to change the way Bangla music is consumed.

For starters, the name is but the street language (Rasta) equivalent of ‘rocking’ and ‘awesome’. The 24X7 free-to-air channel targets the 15-24 year age group and airs the latest Bengali music.  In between the shows, viewers will be punctuated by 3D animations and cartoon shorts around funny characters - Jagai, Madhai and Pappi Da - lovingly called ‘the heroes of the channel’.

About the launch, Royal Raj Media director Siddharth Misra says: “We are pleased to tie up with Launch Pad for the launch of Music F - Fatafati and offer the latest in Bangla music to our audiences. With a strategic tie up with Eskay Films, we hope to deliver a fantastic product.”

While Fatafati currently has 20-30 per cent original content on air with high-energy numbers in the morning and evening, and softer, more romantic songs in the afternoon, plans are to initially focus on contemporary Bangla film music and later provide differentiated content through the tie up with Eskay. Eskay Films director Himanshu Dhanuka says he is excited to be a part of this collaboration to promote Bangla music culture and looks forward to more such associations in the future.

Launch Pad director Vikas Varma, who played a key role in the 9XM launch, explains the concept behind Fatafati. “After the successful launch of various TV channels like 9XM etc., Music F - Fatafati has been very close to my heart. In the past five to six years, Bengali music and movies have achieved world-class standards. I believe this channel will change the way viewers consume music. This is my gift to all Bangla music lovers,” he says, before adding, “We have grown by 100 per cent from the first week to the second week.” Fatafati, which is facing tough competition from Dhoom, Tara Music and Sangeet Bangla, has achieved number two position in a short span of time.

Launch Pad director Probal Gaanguly

For Launch Pad director Probal Gaanguly: “The primary reason for planning this project was that while there are many channels, not all are of significance. What we are providing and what we have created as a viewer proposition is completely different from other music channels in Bengal in terms of quality, presentation and what we will be offering to sponsors and advertisers as a brand proposition. Other channels have been working but they mostly have a regional perspective. What we are bringing is a national perspective because of our own background. We have built brands over so many years...”

Fatafati took six to eight months right from the planning to the final stage with the launch pad team comprising not more than 15 people and not much research going into the launch. Varma reasons: “I am from Kolkata and I somewhere knew what people need and my TG is all the people I have been dealing with and talking to and have grown up with.”

According to Varma, Bangla rock music is huge but the problem lies in music bands not having the money to create videos. So, the channel is currently in conversation with these groups. “Right now, we are talking to various music bands, getting their music and working on their story board and helping them to make their music video, which we will be happy to showcase. This thing has never been exploited in Bengal before,” he says.

Soon, Fatafati will launch a segment called ‘Viewers countdown’ having the top ten favourite songs of the audience. “We may sit in our ivory towers and feel a particular song is good but finally, it is about what the audience wants. We want to figure out that and put it on the channel,” says Varma.

In a first, Fatafati will showcase a daily dance show, starting next month. “It is young teenagers dancing to their favourite tunes. Great remix music and kids dancing in different styles... Total glam-rock,” he adds.

Speaking of the channel’s ‘heroes’, he says: “If what I had done in 9XM was an ambassador at that time, this is a Ferrari. It is really rocking. The music, special effects, graphics, animation is awesome. It is international standard. It is more like what Hollywood would come out with. Other local music channels do not reflect the change in environment in the Bengali film industry, but I’ve always viewed my channel as the Las Vegas of Bengali music.”

Fatafati is available as FTA with Kolkata MSOs such as Den, Hathway and SitiCable among others. It is yet to mark its presence on DTH platforms and cities outside of West Bengal.

Asked if the channel plans to turn pay anytime soon, Varma laughs it off saying, “Greed call will take later. I believe in free music and music should always be free.” While Gaanguly says: “We wanted to first launch the channel. Give viewers a completely clean experience of watching the content and the packaging. Slowly, we will get advertisers on-board. This will also help us keep a check on our distribution and availability.”

The existing ad rate is Rs 2,000 per 10 sec but in the inaugural couple of months, the channel brought out some inaugural packages between Rs 500 and Rs 1000 per 10 sec.

About the 12-min per hour ad cap, Gaanguly says: “I feel we would be in the advantage, because we don’t have the baggage of running more ads. Personally and as a company, we believe that the ad cap is going to be good for the industry as well as the viewers in the long run. The entire business plan is based only on 10-minute. We are starting off on a clean slate. Our every business approach is based on 10-minute only.”

Marketing and promotion

Industry sources say investment of nearly Rs 20 to Rs 25 crore is required to start a regional music channel but in the case of Fatafati, between Rs 15 to Rs 20 crore has been invested. 

Apart from the metro stations in Kolkata where the channel promos played before the launch, not much marketing and promotion went into the launch of Fatafati. “I believe when you are launching a new channel, a music channel, it has a great fanatical following by itself. You really do not need to do a big marketing campaign,” says Varma before adding, “These things are no ball. We start with huge budgets and eventually, the channel has to make money soon. You can’t be running a loss making channel.”

Vikas Varma with Music F Fatafati's animated characters

However, Fatafati expects the electronic programme guide (EPG) to work in its favour apart from the buzz on social media. The channel has around 2000 fans on facebook.com with 900 people talking about it. It has its own YouTube channel which airs music plus jokes and gags by the animated characters.

The initiative has been applauded by the media professionals as they believe that F Fatafati is likely to do well. “Music is much in demand in Kolkata as is evident from the popularity of the three music channels. A new channel like Fatafati would easily get its share of viewership if it has strong content,” remarks a Kolkata based media planner.

“Even though young people love Bollywood and Hollywood tunes, they consume Bengali movie music as well as Bengali music and movies have achieved world class standards in the last five years,” signs off the media planner.

About the collaborators

Royal Raj Media has invested in association with Launch Pad in the conceptualisation, creation and management of Fatafati for the next three years. Launch Pad is a first-of-its-kind BOT (Build-Operate-Transfer) model in the broadcasting space. Launch Pad is looking at launching many more regional music entertainment channels in the future. In a similar deal last year, the company successfully launched Bhojpuri music channel Hummra M.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/zarbi.jpg?itok=nnbWTo_-
How to build wealth, invest safely: BTVI Conclave telecast tonight

BTVI, an English business news channel, hosted an on-ground version of their successful investment knowledge show Call BTVI. The on-ground ‘Call BTVI Conclave 2017’ saw eminent personalities coming together to articulate their views on the Indian financial market. Tune into BTVI to catch the Call...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/aparna.jpg?itok=z2yDrydV
Sony Pictures Television signs first ever pay feature deal with ZEEL

Zee Entertainment Enterprises and Sony Pictures Television (SPT) have announced that the duo has entered into the first pay features deal.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/chef.jpg?itok=F2eQz2Ax
Living Foodz biz head Nair: 'Utsav - Thalis of India' celebrates regional cuisine

Get into the festive spirit and celebrate Indian food, it’s history, culture and diverse flavours this October with Chef Kunal Kapur on ‘Utsav: Thalis of India’. The show will take viewers on a journey across 18 cities and offer a peek into India’s rich culinary heritage.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/taj-mahal.jpg?itok=LHQdFz_h
Taj Mahal, Eiffel etc: ‘Monumental Challenge’ on Sony BBC Earth starts on 23 Oct

Towering over cities and landscapes, six unofficial national symbols get a makeover. Watch as Big Ben, Sydney Harbour Bridge, the Eiffel Tower, the Santiago de Compostela, the Bund and the Taj Mahal are restored to their full splendour in this series, Monumental Challenge on Sony BBC Earth starting...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/star-sports.jpg?itok=gYl-pMly
Star Sports brings out the fun side of kabaddi players

As the league stage of VIVO Pro Kabaddi League (PKL) 5 is nearing its end, Star Sports has planned an interactive show with top PKL players this season, all dressed in traditional attire. The show is named as ‘Yeh Diwali, Kabaddi wali’.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/rajat-sharma-800x800.jpg?itok=AAwLfY7v
Chunav Manch: Rajat Sharma grills leaders in novel formats

MUMBAI: The huge anticipation and the promise came true when India TV’s Flagship Election Mega-Conclave Chunav Manch in its Gujarat edition came out notches above of its contemporaries. The channel attracted unprecedented applause from both the participants and the delegates for the scale of...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Sunil%20Buch.jpg?itok=vTJq1hwl
ZEEL exec Sunil Buch resigns

MUMBAI: Sunil Buch has put in his papers at ZEEL. Appointed as the chief business officer of the network in 2014, and recently elevated to the position of the chief executive officer (CEO) -- Zee Live and Zee Talent and head of corporate brand and communications. Buch has over two decades of...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/MAMI_1.jpg?itok=tNyhnY1i
Two internationally renowned Indian films get country premiere at MAMI

NEW DELHI: Two Indian films that made their mark in foreign film festivals saw their Indian premiere at the ongoing 19th Jio MAMI Mumbai Film Festival: The Song Of Scorpions by the renowned Anup Singh and Village Rockstars by director Rima Das.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Partho_Dasgupta.jpg?itok=2U1pt7Ny
Sun, Zeel, Star India channels continue presence in across genres lists

BENGALURU: It’s festival season in India. Channels from three major networks in India continue finding presence in Broadcast Audience Research Council of India (BARC) top 10 channels across genres All India (U+R): 2+ individuals. Sun TV from the Sun Network continued its pole position in the top...

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories