Reality talent hunt is one of the success pillars of Channel [V]. The music channel from the Star stable has launched a series of them - from Pop band Viva, which created a 'Dhoom' in the music circle, to [V] Super Singer. More are lined up this year.
While embarking on the next phase of digital-cum-reality shows with [V] Mobile Singer, the channel plans to capitalise on Star Networks' wireless division for introducing innovative and wacky concepts. It is exploring options to create 'mobisodes' for cellphone users.
As the head of Channel V, Amar Deb believes that the success of the channel is based on its pioneering efforts. Ad revenue, he says, has grown by 40 per cent last fiscal while the other music channels have de-grown.
In an interview with Indiantelevision.com's Manisha Bhattacharjee, Deb expresses confidence on the success of the new properties which are lined up for launch this year.
Excerpts:
Channel [V] has always claimed that it has pioneered reality talent hunts. But why haven't these `new-find talents' gone on to become major music brands after the channel stops supporting them? |
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Pratichee may have been an exception. What about others? |
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Reality genre has now spilled over to the general entertainment channels. Do you perceive this as a threat to music channels? |
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Would you be exploiting the reality genre further? |
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So what is the next sequence of reality hunt? |
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What are you planning to do with this property? |
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How was [V] Mobile Singer conceptualised? The unique aspect of this show is that it is different from the conventional talent hunt that you have seen so far. There is no auditioning happening and neither is it limited to a few numbers of aspirants who have to face the jury. The show provides all budding singers an opportunity to participate and sing from their comfort zone, irrespective of place. All they have to do is dial in to register and sing any one of Bappi Lahiri's songs. This is the next dimension of digital cum reality television. We have actually taken reality television into the digital domain, given the fact that last time when we tried out this kind of interface; it has brought us humungous success. |
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So, what kind of promotions are you building around Mobile Singer? As being part of the Star TV Network we have the ability to leverage on this as on-air is in our back-bone and it is our strength. There are 22 million people who wake up to channel [V] every day. |
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How has the channel performed in 2005? |
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Television is increasingly going mobile. Is your channel looking at this option of 'mobisodes,' now that your sister channel Star One has come up with its first creation? |
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Isn't it a little weird to have Star One rather than a music channel like Channel [V] start this initiative of plunging into the mobisode platform? |
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Is the Mobisode platform being used more as a new stream of ad revenue? Besides ad revenue, this platform provides you great viewer interaction and participation. |
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Star Network has its digital division? How is Channel [v] planning to leverage it to its utmost? Yes, we are looking at it. But it is little early to talk about it. |
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Movie marketing seems to be a great proposition for music channels? We are the chosen platform for marketing Bollywood movies. Channel V is the chosen media partner for Shaadi No 1, which is going to be the biggest release for Diwali. We have been doing this for about a year. We get a lot of content and at the same time we are able to promote the movie. We get access to the stars, the video clips and the music of the movie.The journey started off with Darna Manna Hai. But now we are lining up a series of shows weaved around Salamn Namaste and other movies. Preity and Saif cross-promoted our show Freedom Express. |
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Which are the other movies that the channel has tied-up with? There are some, but they are in the pipe-line. I can't reveal to you at this stage. |
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With every movie tie-up, it is the same story. So how do you provide a uniqueness to each project? Each project is creative on its own. We are like an advertising agency for the movie company. So we work in a completely different fashion. We provide 360 degree creative solutions. It is not just playing the clip or music; more is offered and every time it is a new concept. |
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Does it make business sense for music channels to tie-up with radio networks? As and when the peak programming comes up, we do have tie-ups with FM networks. Radio promotions help in frequency building, which is a good proposition. And we are in talks with some of the radio networks for the two properties - [V] Mobile Singer and Get Gorgeous -3. |
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Music channels are engaged in launching contests. Do contests bring in extra eyeballs and translate into more ad revenues? |
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Will you foray into non-music programmes? |
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What is the paper that you presented at Promax DBA Awards at Singapore? I spoke about on- air promotions through icons. I presented Channel [v]'s icons; Lolya Kutty and Simpoo. And I also presented a film on KBC. As the presentation was on icons, KBC was yet another way to use an icon. They have never been exposed to the Indian sense of humour, which is actually astounding the world right now. Indian sense of humour is just coming of age. One is mostly used to movie and cricketing stars being signed on for endorsements. Now, a 2D animated mascot created by a television channel to promote its identity and shows is being roped in to endorse a diverse mix of products ranging from toothpaste to denim wear. |
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Any new innovations for the channel? The other thing that we have done is innovate on `Brought to you By,' which has been treated as Brought to you Bai! We have created a character called Bai… a Maharastrian bai, the one we can identify with. The bai is an animated caricature who uses the side space of the television screen and she exploits the space doing the household work while the ad is airing on the screen. This is the first time it has been exploited and it has never been used by traditional television. |
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Does your channel offer complete back-to-back music without any advertisements? |
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What are your forward looking plans? |
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If cool is the definition of MTV, what is the definition of channel [V]? |