Television

Viacom18 ditches FTA in UK, now entirely pay

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/17/Anuj%20Gandhi.jpg?itok=_ODM_dOe

MUMBAI: With the launch of its two channels, MTV Beats and Colors Rishtey, on Virgin Media Viacom18 has transitioned from free-to-air (FTA) to entirely paid platform. Viacom18’s channels will now only be available with a subscription on Sky and Virgin Media.

Talking about leaving the Freeview platform, IndiaCast Media Distribution group CEO Anuj Gandhi says, "We are currently steering our business in a new direction in Europe and have decided to go pay and as a result, current channels will no longer be available on any free to air mode but will continue to be available on paid platforms.”

The company gained significant viewership via Freeview, which reaches 11 million homes untapped by pay TV. Freeview contributed to 10 percent of its eyeballs in the UK. Rishtey and Colors at times received as high as 41 percent viewership contribution from it.

Viacom18 channels on Virgin Media are in the mix pack which reaches to over 2.7 million subscribers. The growth is expected to be in line with Virgin’s growth forecasts.

Viacom18 has a mix content strategy for its UK consumers. Curated programmes from India make up the bulk of its content while a tiny part is local programming. “Viacom18 is exploring further investments in local programming which will happen in the next fiscal, " he reveals.

On the advertising front, 90 percent comes from UK based companies. It has three sets of distinct advertisers. First - the local ethnic home-grown businesses, second - the mainstream multinationals and third is Indian companies that export to NRI audiences.

Advertisers are clamoring to get airtime especially during Big Boss. "As a matter of fact, all our channels currently are utilising 100 percent of the available inventory and we are not even in our peak season, he adds.

The buzz-creating idea of Viacom18 is to make sense to three categories of people living in UK – the first generation, their children/youth who have less exposure of content being produced in India as they have a variety of options to choose from and last one being people who have moved here in last few years as an intra company transfer or project based.

While keeping the three categories in mind, Gandhi says that sometimes even small trade or local event associations give a higher ROI as compared to a high profile above-the-line campaign.

Selecting the right marketing mix is crucial when you are in a niche market. That said, even the language used for communication will ensure success or failure.

Viacom 18 partnered with Virgin Media in April 2011 to launch its General Entertainment Channel, Colors, on the cable platform. Colors has been available on Sky since January 2010. When launched, Colors was included in Virgin Media's new Asian Mela bundle which comprised 11 TV channels, including ARY Digital, B4U Movies, B4U Music, SET Asia, MAX, Star Plus, Star News, Zee Cinema, Zee Punjabi, Zee TV and Colors TV, along with popular Asian radio station Sunrise Radio and priced at £11 a month.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/photogrid_plus_1627727872873.jpg?itok=Kzhr4-eg
ABP Group ropes in 82.5 Communications for launch of ABP Desam

Mumbai: ABP Group has partnered with 82.5 Communications for the launch of its regional news platform ABP Desam in two Indian states - Telangana and Andhra Pradesh. The agency's Bengaluru office will handle the business. The launch campaign of ABP Desam is based on the central insight that...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/nickelodeon.jpg?itok=rw3gE8nC
Nickelodeon to launch month-long campaign celebrating friendship day

Mumbai: Kids entertainment channel Nickelodeon has come up with an initiative #ToastYourDost to celebrate Friendship Day. Represented by Nick toons, the campaign will give its young viewers a chance to celebrate the entire month of August as an ode to friendship with banter between friends, and a...

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/zee.jpg?itok=FWyLsL1X
Zee Media Corp revenue rises 28.8 % to Rs 170 crore in Q1

Zee Media Corporation's operational revenue was up 28.8 per cent to Rs 170.18 crore for the quarter ended in June 2021 as against Rs 132.14 crore in the corresponding period of the previous fiscal.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/indvssri.jpg?itok=lin_qEWU
Team India gets a boost of confidence after easy ODI win

The Indian cricket team gets a boost of confidence after winning with seven wickets with 13 overs to spare in their first match against Sri Lanka on 18 July at the R Premadasa Stadium. Shikhar Dhawan’s esteem resonates with the rest of the squad, even declaring that they have a great chance at...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/zee.jpg?itok=UZx2JzD0
ZEE TV announces launch of 'Zee Comedy Show'

Mumbai: ZEE TV on Friday announced the launch of its brand new reality show called ‘Zee Comedy Show’. Premiering on 31 July, the show will be aired every Saturday & Sunday at 10 pm. The show will feature some of the country’s best comedians and artists such as Ali Asgar, Chitrashi Rawat, Punit...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627628345065.jpg?itok=igmQSLZ4
Times Now Navbharat HD all set to launch on 1 Aug

Mumbai: Times Network's Hindi news channel - Times Now Navabharat HD is all set to launch on 1 August. With its positioning ‘Ab Badlega Bharat, Banega Navbharat’, the channel will attempt to be the new voice propelling change through an inclusive movement for a new India, and champion a unique...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627625457473.jpg?itok=luMfhhTV
ABP Network launches Telugu digital platform ‘ABP Desam’

Mumbai: ABP Network has forayed into the Andhra Pradesh and Telangana market with the launch of its new digital platform, ABP Desam. It is the eighth regional language digital portal from the house of ABP Network. With this new offering, the media conglomerate aims to strengthen its push for local...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/29/epic.jpg?itok=ZUjlxmtk
Bomanbridge Media strikes global distribution partnership with IN10 Media Network

Mumbai : Singapore-based content distribution and production company Bomanbridge Media has signed a global distribution partnership with the Indian infotainment channel EPIC, from the house of the IN10 Media Network which has businesses in broadcast, digital, and production under its umbrella.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/29/kanni.jpg?itok=RErRD6aC
Colors Tamil announces new comedy show with Robo Shankar

Mumbai: Regional GEC Colors Tamil, on Wednesday, announced the launch of a new spoof comedy, 'Kanni Theevu Ullasa Ulagam 2.0'. The one-hour show premieres on 1 August, Sunday, at 7 pm.

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required