Exclusive | Betting big on LIVE: Viacom18 INS's Jaideep Singh

LIVE Viacom18, a subdivision under Integrated Network Solutions (INS) has been known to create Live properties in the music and entertainment space for all the brands of Viacom18.

Since its inception, some of the IPs that have been conceptualized and successfully executed are MTV VMAI, EMERGE (in association with VH1) and Comedy Central Chuckle Festival which have been the first few initiatives of this division under Youth and English Cluster.

ETV Kannada & Bangla SangeetSamman marked the launch of Kids and Regional Cluster of LIVE Viacom18. The other Division of INS is BE Viacom18 which works majorly on building broadcast properties on Viacom18 at a network level. It leverages all its media assets including Viacom18 Motion Pictures to deliver clients and brands partnerships and solutions on a strategic level.

We at Adgully caught up with Jaideep Singh, Sr. Vice President and Business Head – INS, Viacom18 Pvt. Ltd to get deeper insights on some of their recent properties and initiatives.

At the very onset of the interaction Singh shared with us the IPs that have been conceptualized and executed since the inception of INS. “Since the inception of Integrated Network Solutions, we have successfully concluded five properties. MTV VMAI, EMERGE (in association with VH1) and Comedy Central Chuckle Festival have been the first few initiatives of this division under Youth and English Cluster. ETV Kannada & Bangla Sangeet Samman marked the launch of Kids and Regional Cluster of LIVE Viacom18 with the first ever Nickelodeon Kids’ Choice Awards happening in India on 14th November. In the coming five to six months we are aiming to action another five,” he said.

Shedding light on how these properties are benefiting the brands for whom these IPs are created, Singh said, "Viacom18 is a huge broadcasting network and have various clients onboard as sponsors, partners etc. Even though live events are catching up, their potential is yet to be recognized by brands, especially the ROI generated along with optimum mileage garnered from on ground events."

With this in mind, at INS they have a very clear agenda.  They are creating on ground properties leveraging the strength of their broadcast networks to provide high ROI’s to the brands associated with them.

Adding further to his point, Singh said, "We are the only network with both broadcast and live strength. It is imperative that we create good content which can work well for the broadcasting channels as well as the brands associated with the property. By doing so, brands can expect maximum visibility as they reach out to large number of people that are watching the channel. Further, what works to our advantage is that the channels under Viacom18 are iconic and extremely popular enough to attract sponsors."

Their events range from mid size to large broadcast IPs which range from 1cr to 15cr catering to various genres. Speaking about the brand associations and categories, Singh said, "It includes all kinds of premium and non premium brands from various sectors such as automobiles, FMCG & kids. As of now, we have already partnered with Micromax, Hyundai, MTS, Rin, V. Van Huesen  etc ."

In terms of engagement that the IPs have seen till date, that they have worked with different brands across various categories, who have found an eligible opportunity to reach out to their target audience through their properties. For e.g. Micromax launched their Canvas series at VMAi (Video Music Awards); Hyundai used Comedy Central chuckle festival as a medium to launch their Grand i20. Sangeet Samman awards helped Rin penetrate through regional markets. Similarly, V. Van Huesen are launching their new range of club wear through EMERGE and Alpenliebe is using the Nickelodeon Kids’ Choice Awards as a platform to create awareness for Juzt Jelly.

Very recently LIVE Viacom18 roped in India’s much loved DJ, VJ, dance music promoter, and one of the world’s leading electronic music promoters Nikhil Chinapa to launch a truly world-class dance music festival in North Goa this December. The five day festival will offer music lovers an unparalleled, immersive experience coupled with quality music across a number of popular and underground electronic music genres.

Singh went on to speak about their association with Nikhil Chinapa , the youth connector and who is in a large way synonymous to MTV (an integral outfit of Viacom18). Commenting on the benefits he brings to this venture, Singh said, "Nikhil has been with our network for a very long time, he is like family to the group and we share a fantastic relationship with him both personally and professionally. Not only has he developed the Electronic Dance Music scene in India, but has also become synonymous with it.  Given his immense knowledge of EDM and deep understanding of the consumers’ needs, Nikhil was the ideal choice to be our festival director."

With Viacom18’s huge broadcast strength, leverage of iconic music brands like MTV & Vh1 and considerable knowledge of events across all platforms and with Chinapa’s in-depth understanding of the Indian dance music industry, the festival promises to create an unforgettable experience for music lovers in Goa.

The associated international festival company has executed large format events in destinations such as Los Angeles, Las Vegas, New York, Chicago, Dallas, Puerto Rico and London and is   regarded as one of the world’s finest dance music companies with the forte of delivering an electrifying carnival atmosphere.

This is relatively a new concept in India. Hence briefing us about the marketing and promotional strategies for the event to reach their targets and whether they intend working with channels out of Viacom's bouquet, Singh stated, "INS as an offering is in the process of consolidating a marketing strategy to leverage the scale of events, and try to create large format events for brands. Brands can make optimum use of this platform not just as events but as national campaigns."

When asked about the kind of ethos and values they marry when they pitch a client, Singh explained , "The basic idea is to develop the live entertainment space in all genres with a clear focus of giving priceless experience to the audience on ground and also create engaging content for our TV audiences. We take our clients beyond just the logo presence; we integrate them with our properties in seamless ways using elements that help them to engage with their target audience."

Answering our inquisitive question as to why Goa has been selected as the venue for the event  he said, "Goa has always been a confluence of cultures. The beautiful state is home to massive beaches, great food and hospitable people. Not only do the sandy beaches give enough space to accommodate large crowds, but also provide a relaxed vibe that will transport the crowd to stress free mindset."

Lastly concluding a most informative and interesting conversation Singh shared their objectives for the new year which is fast approaching.  According to Singh INS aims to create events in all live entertainment spaces like music, comedy, award shows, kids and regional properties in year 2014.