Ontrack - Celebrating one year of successfully consulting TV Channels and more!

At Ontrack, a media consulting firm, we are celebrating our one-year anniversary with a lot to be proud of. In just a year, we have built a strong reputation in the market by managing revenue streams for TV channels across three major genres – News, Movies and General Entertainment. Our team, with an expertise of over 3 decades, is dedicated to creating value for each of our partners by using effective positioning tactics and strategic media sales approach. With this, we have successfully attracted advertisers for the channels, resulting in significant increase in their revenue. Recently, we have also expanded our portfolio by adding a national channel, Food Food, which is a brainchild of Padma Shri Master Chef Sanjeev Kapoor, to share content dedicated to food and lifestyle. Along with this, we have built an expertise in intellectual properties and events. Read on to know Ontrack’s growth story: 

Growth Enablers for TV Channels:

Leveraging our expertise, we took end-to-end ownership of building Kolkata TV, positioning it as the most credible news channel with a unique brand proposition of "No noise, only news." This positioning has successfully differentiated the channel among advertisers and led to a tremendous growth in revenue.

Furthermore, we successfully repositioned Rose TV, the leading entertainment channel in Bengal, from being a music channel to a movie channel, resulting in a 70% increase in revenue. Kaustav Roy, owner of Kolkata TV mentioned that the media firm effectively leveraged the channel's position as a prominent player in the movie category, showcasing films prior to theatrical release and generating a significant volume of viewers. Capitalizing on this advantage, the channel successfully attracted advertisers who were keen to promote their products and services on Rose TV.

Additionally, we utilized our expertise to work on Rongeen, a kids' GEC (General Entertainment Channel) in West Bengal, and leveraged its distinguishing factor of producing indigenous content. By positioning the channel as the most distinctive and beloved by children, we were able to attract more brand associations, resulting 25% increase in revenues. 

Expanding expertise into Intellectual Properties and events:

In addition to establishing ourselves as a media consulting firm, we have also expanded our expertise into intellectual properties over the past year. Our first IP, Mohanogorer Mohamela, was launched in February as a 10-day food festival in Kolkata, attracting over 1 lakh visitors who enjoyed food stalls of national and international delicacies. The biggest highlight of the event was the performances by renowned Bengali bands like Chandrabindu, Bhoomi, Cactus, Anjan Dutta, and more!

Last year, we also collaborated with Filmfare South, leveraging our expertise in media sales to drive revenue by bringing in sponsors and advertisers for the event. In addition, we spearheaded the on-ground activation of brands during the event, effectively managing all broadcasting partners to ensure widespread coverage across the entire south region.

A word from the leadership team

According to Saugat Kumar Baanerjee, Director of Ontrack, this past year has been focused on establishing a strong team of over 30 professionals across India and setting up offices in different regions to ensure a strong network.

As we move into the expansion phase, we plan to grow our team and launch new intellectual properties in the healthcare, education, and infrastructure sectors. We have invested considerable time in building efficient processes, which enables us to serve as a robust medium between channels and brands contributing to their success. We also aim to provide integrated marketing techniques to the brands with a combination of on-ground, television and digital.

Mr. Banerjee also mentioned about a significant milestone achieved by collaborating with Deutsche Welle, a German public international broadcaster. As a part of this collaboration, we produced a show called Eco Bangla and broadcasted the same on Kolkata TV.

“We at DW are very happy with our successful partnership with Kolkata TV. The program that we created focused on sharing ecological solutions for promoting a sustainable environment which became immensely popular in the West Bengal. The show garnered a substantial viewership during its airing, setting the highest watch time record in its time slot.” Said Tobias Grote-Beverborg, Senior Distribution Executive South Asia at Deutsche Welle.

In the coming year, we are looking forward to providing more engaging brand solutions to the companies and create content in collaboration with them.

According to Alok Rakshit, CEO Ontrack, the company's greatest strength lies in its extensive network and an experienced team of “feet on street” professionals with a deep understanding of the media industry. Ontrack provides end-to-end channel management, focusing on strategic positioning of the channels and targeting brands to align with the channel's target audience. This approach has led to significant growth for both the channels and the brands, resulting in increased awareness and revenue.