LIVE Viacom18 set to take 'Engage Entertainment' to an all new scale in India
While the world toils to build ecosystems, one of India’s fastest growing entertainment networks, Viacom18 takes the phenomenon to the next level by monetising its own ecosystem. Launched in 2013 to enable the vision of OneViacom18, Integrated Network Solutions (INS) has grown at a swift pace. In less than two years, the business unit has created close to 13 large format properties in the music and entertainment space engaging close to millions of fans across its 207 on-ground events.
LIVE Viacom18, the creator of a wide spectrum of multi-dimensional and impactful properties with millions of consumers through impactful large format live properties such as Vh1 SUPERSONIC MTV VMAI, Nickelodeon KCA, Emerge, MTV Xtreme, and Comedy Central Chuckle Festival amongst others enter a new phase in 2014. The division, which amplifies brand experiences by leveraging the several strengths of the network while engaging more than 20 million individuals on the digital platform and a further 75 million on television.
To know more about the success mantra, Adgully up with Jaideep Singh, Senior Vice President and Business Head - Integrated Network Solutions.
Speaking at the launch Singh said, “We have scaled up new businesses in 2014. It was also from a fact that we are a very strong brand in the Indian broadcasters and with the kind of brands that we have got that option of going to the large format. With this window we gave brands a platform to associate with the Viacom and do a large scale initiative. Unlike other networks, INS is not a sales team, INS is a network brands solutions team and we operate in two verticals that is large format IPs and large brand solutions initiatives.”
Singh adds, “At Viacom18 we believe that the future of entertainment is engaged entertainment. While in 2013 we built a strong foundation, we spent 2014 scaling up our properties. Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what their preference in genre. Thus we are taking our properties to tier II markets, to clubs, to colleges amongst others. It’s exciting times of Viacom18 and we believe in 2015 LIVE entertainment will grow at an even more rapid scale”
What started as 16 on-ground events in 2013 has extended to 210 events in 2014. The much awaited, Vh1 Supersonic, which began as a year-end festival in its first year is now an IP which has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled from December 27th to 30th in Goa. Property extension for MTV Bollyland has manifested into 12 city concerts from its origins in one gala night in Delhi, while MTV Live saw concerts with key Bollywood musicians in three different cities this year. EMERGE associated with international artists like Dismantle, Go Berlin and The Virginmarys on three-city tours leading to nine Dance Music extravaganzas.
Supersonic fans base stands at 7 lakhs. We should indeed expect the best from LIVE Viacom18. They are coming up with the Supersonic app which will be out shortly. The advantage of the app is that it gives you the view of what is happening globally (all artists/ festivals).
In December 2014, Viacom18’s Integrated Network Solutions (INS) helped global Smartphone manufacturer, vivo, enters India. Commenting on the partnership of vivo and Viacom 18, Jaideep Singh said, “Viacom 18 is doing path-breaking work in the brand solutions space. Vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client.”
LIVE Viacom18 has grown exponentially in the last one year. The 40 member strong team headed by Jaideep is in a series of business discussion to bring in various experiential properties in India and several new brand launches (like Vivo) in India.
Sharing some more insights, Singh adds, “It’s about making properties for the consumers and not for the brands and for others. It is eventually what the consumer likes and demands for. The large scale IPs is into all forms of music and entertainment and they will be a part of the channels. We have a total of 9 IPs which have been a part of us. They will have a large content play as well. We are using different platforms for our IPs like MTV Bollyland, Chuckle festival and so on.”
On the partner’s front and the kind of shows LIVE Viacom18 has conducted, their partners have showcased 50+ artists this year with 39 brand partners overboard. In fact they have about 35 hours of content created across IPs. It is in form of episodes, videos, and other bites forms an interesting content for our channel.
On the brand side we have more than doubled. We have been creating engaged entertainment and we are unleashing unmatched scale bringing the best of the world’s Indian shows.
Jaideep has a strong vision for 2015. He intends to break even by mid 2015. Also he intends to increase his foot print to 15-20 more towns.
On a concluding note Singh tells us, “Each of our properties has catapulted 10-20 times in its success ratio. We are also partnering with the best and innovating client engagement. Our dream is to develop large scale IPs and build strategic partnerships with brands. We want to focus on building large impactful network initiatives. Offer complete marketing solution, consultancy and research, PR to our clients. Furthermore Viacom’s agenda is to work more on each and every partner.”