20. MOVIES NOW MNX
ROMEDY
NOW
MN+ HBO STAR MOVIES SONY PIX
TG (Age) 15 to 34 Years 15 to 35 Years 15 to 45 Years 15 to 50 Years 15 to 40 Years 15 to 36 Years 15 to 44 Years
TAG LINE Home To
Superheroes
Hollywood’s
Wild child
Love. Laugh.
Live
The Gold
Class
Experience
the magic
Come Home to
The Stars
Stay Amazed
FOCUS Blockbusters Edgy / Stylish Love Stories Premium Premieres Premieres Premieres
POSITIVES Unmatched
viewing
experience
Distinct
content
Integration
Exclusive
Premiere of TV
Series
Classy/ niche’
Content
Lineage
(Weekend/
Weekday)
First Movers
Advantage
Enhanced
Promo Quality
STRATEGY Tactical use of
premiers to
drive imagery
No repetition
of 7/9/11 titles
in a month
Airing TV
Series
Airing must
watch movies
Variety across
genres
Placement
Advantage: No
1 in LCN
Engagement
initiatives like
Big Break
Source: FPC, One On One, Secondary DataLCN: Logical Cluster Number I FPC: Fixed Point Chart
22. 9 PM (Prime Time) All Day Long
Consumer
Durables
Online
Portals
Banking and
Insurance
Telecom
Consumer
Durables
Online
Portals
Telecom
OTT/
Entertainment
Food and
Beverages
31. C O M M O N B R A N D S
Online
Portals
Telecom
Banking and
Insurance
Automobile
Consumer
Durables
32. MOVIES NOW:
Automobile: Bike (Age Bracket- 15 to 34)
Lifestyle: Sparx (Sports)
FNB: Thums up charged (Adventure)
MNX:
FNB: Thums up charged (Youth connect)
Fast Food brands (Dominos, Subway, Mc Donald's)
ROMEDY NOW:
Online Shopping Portals: Koovs, Ajio (Female Centric)
Retail: Condoms (Couple Centric), Perfumes (Female Centric), Beauty (Tresemme, Dove), Contraceptive/ Pregnancy (i-pill, preganews)
Banking and Insurance: Home Loans (Couple Centric)
FNB: Chocolates (Dairy Milk)
MN+:
Premium Real Estate (High-end TG)
Jewelry Brands (Tanishq, Swarovski)
Consumer Durables: Apple (iPhone X)
B R A N D S TO G E T O N B OA R D
38. MOVIES NOW MNX ROMEDY NOW MN+
Repetitive Content Awareness of the
Relaunch from MN2
to MNX
Repetitive Content Social Media
Presence and
Engagement
No YouTube presence Perception about
MNX being the HD
channel of MN
No Male centric
sponsors
No Mid Segment
sponsors
Not a verified
account on Twitter
C H A L L E N G E S
39. I N S I G H T S
DIGITAL:
Movies NOW leading the stats across all competitors
Social Media contest across all platforms
Engaging Posts on Facebook
Rich AV content on YouTube (Property for Romedy NOW)
Chasing Trending topics on twitter (Golden Globe Awards)
MAINLINE:
Viewer connect initiatives (ie Goafest)
MNX Brand Campaign (Turns 1)
Romedy Now Male vs Female Viewership campaign
40. B U S I N E S S S T R AT E G Y
Digital:
Pitch for Social Media handling
People watch it on television and talk about it on social media
41. IMPACT OF ENTRY BY VIDEO AND OTT (over the top)
PLATFORMS
ON LARGE MEDIA CONGLOMERATES
42. Trends in Media Consumption
• India has been a pay-TV-dominant market for many years.
• There have been over 60,000 LCOs (local cable operators)
and some 1000 MSOs (multi-system operators) existing competitively
for many years in the country.
• However, the competition among cable operators and changing
digitization policies has opened up the opportunity for OTT and VOD
services to set their foot in this highly potential market.
Source: http://www.broadcastandcablesat.co.in/index.php/perspective/6374-a-quick-look-at-the-ott-landscape-in-india.
43. TOP VOD platforms in India
5.5 Million
subscribers
12.5 Million
subscribers
67 Million
subscribers
Introductory pricing:
Rs. 499/month
Rs. 199/month
Rs. 2400/year
Basic: Rs. 500/month
Standard: Rs. 650/month
Premium: Rs. 800/month
http://www.business-standard.com/article/companies/hotstar-s-user-base-grows-at-100-netflix-amazon-not-far-behind-in-india-117100500454_1.html
44. Content fanatic:
Viewers always on the lookout
for better series & movies
Binge watcher:
Once found, the TV series is binged
by the viewers until it is finished
Viewers watch movies
& series as a group
Content discovery is
driven by friends & peer
reviews
Viewers are highly
engaged with the
content
45. Movie Buff
Viewers are serious movie
buffs who tend to watch both
local & international movies
Amazon Fan
Most of the viewers also
use Amazon as their
preferred e-comm platform
Content Explorer
Prime videos provides larger
array of content which is
preferred by viewers who
like more content over only
the niche content
46. Sports Followers
Avid sports followers prefer
Hotstar over other OTTs
Early Adopters From GenX
Elder TV viewers are switching to OTTs
Mainstream Content Viewers
Huge content library of Bollywood & local
content which allows higher % of
mainstream content consumers
50. Business Strategy of Foreign Firms
Release separate video OTT platform to
publish content & grow the brand digitally
Putting old
library online
Omni-channel
publishing of live
content
Taking market
share from
international
OTTs
Attract existing
consumers to
upgrade to OTTs
52. Short term strategies adopted by media firms:
Publishing content on 3rd party
OTTs/international OTTs to serve the
existing userbase going digital
Using Social media to build brand &
attract them slowly on these platforms
Engage viewers using multi-channel strategy to
direct them to conventional TV networks
