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Music and youth gec category research,26 oct 2015

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Music and youth gec category research,26 oct 2015

  1. 1. UNDERSTANDING MUSIC AND YOUTH ENTERTAINMENT GENRE
  2. 2. Viewership share by genre
  3. 3. AdEx share by genre
  4. 4. MUSIC AND YOUTH ENTERTAINMENT GENRE
  5. 5. Different categories Youth entertainment • MTV • Channel [V] • Bindass Pureplay music • 9XM • Mtunes • Sony Mix • Mastii • B4U Bollywood entertainment • Zoom • UTV Stars • E24 Trade • ETC • Music Express • Zing • Music India
  6. 6. UNDERSTANDING OUR TG
  7. 7. Audience Demographics 15-24 Tier I and II Psychographics Period between childhood and the time he/she gains economic independence. Rightly tap onto unique issues, attitudes and experiences that are common for those between 15 and 24 years of age.
  8. 8. JOURNEYFROMAMUSIC CHANNELTOYOUTH GEC Why?
  9. 9. Reasons To be a youth channel, channel has to widen the scope beyond just music Music is a commodity, same content across other music channels – No differentiation Music cannot create appointment viewing, which is very critical if the channel has to monetize its audience through an advertiser
  10. 10. MAJOR PLAYERS
  11. 11. MTV INDIA
  12. 12. MTV has close to… 13 million fans on Facebook A million and a half Twitter followers 95,000 followers on Instagram The website grabs eyeballs of 20 million visits
  13. 13. Few popular shows
  14. 14. IN DETAIL
  15. 15. India's Next Top Model Indian adaptation of Tyra Banks’ reality show America’s Next Top Mode
  16. 16. Series was hosted by Lisa Haydon, judged by Lisa Haydon and Dabboo Ratnani and mentored by Anusha Dandekar alongside image consultant and grooming expert Neeraj Gaba
  17. 17. Footprint and Brand integrations •  Timing – Sunday nights, 7 pm •  Episodic ratings consistently reach 70+ TVTs and weekly episodes are peaking with 120+ TVTs range •  Rank number two among the youth shows, only trailing behind Splitsvilla •  Major brand integrations - Tresemme, Lakme and Amazon. •  Tresemme - hair transformation episode •  Lakme - ‘Make Up challenge’ •  Amazon - wardrobe parter
  18. 18. Splitsvilla 8 • Theme - ‘What Women Love’ •  Eight celebrity boys pitting against eight non-celebrity boys to woo 14 girls
  19. 19. New about Season 8 More celebrity boys as part of the format – ex Splitsvilla and Roadies winner New combination of actor Sunny Leone and VJ and actor Rannvijay Singh to mentor the girls and boys For the first time, the show kicked off as a bi-weekly, airing on both Saturday and Sunday at 7 pm for the first two weeks, thereafter being showcased every Saturday at the same time
  20. 20. Footprint and Brand integrations •  Seventh season of the show reached the 100 million viewers mark and registered 60 per cent growth over the previous season •  Ad rate - Splitsvilla ranges anywhere between Rs 1.30 lakh to Rs 1.50 lakh for a 10-sec slot •  MTV Splitsvilla season 8 has roped in Karbonn Smart as the title sponsor •  Airtel and Schmitten luxury Chocolate as co-presented sponsors. •  Spraymintt, Glam-up, Bacardi Breezer and Manforce are the powered by sponsors.
  21. 21. Roadies X2 • 12th season • The show continues to rule the genre because of two factors •  impressive numbers •  strong audience base available for the programme
  22. 22. Changes in format •  The new gang leaders are actress Esha Deol, Olympic medalist and boxer Vijender Singh and television actor Karan Kundra leaders to join the original roadie Rannvijay Singh. •  Having a female personality as a gang leader in Deol itself is a novelty this season. •  MTV wants to reflect youth power in the show, contestant was allowed to choose his/her gang
  23. 23. Footprint and Brand integrations •  Impressive opening as it clocked around 175 TVTs •  The ratings are in CS 15-24 AB in HSM markets.  •  In the sixth week, the show garnered 139 TVTs.  •  Witnessed a hike of 60 per cent in viewership as compared to the last season. •  Moreover, its reach increased from 1.1 per cent in episode one to 2.2 per cent. •  Hero MotoCorp - title sponsor •  Vivo Smart - associate sponsor along with traditional long term partners like Mountain Dew, Ceat tyres etc. •  The channel has roped in 12 sponsors this season
  24. 24. Ad rates A single 10-second slot on the show is being offered at Rs 25,000 - Rs 30,000 Roadies demands Rs 15,000 - RS 17,000 for a 10-second slot on the repeats of the episodes too(50 per cent of the original telecast)
  25. 25. Pre-launch activities Launched a mobile Torrent app where users can download complete episodes Roadies Fantasy League - which for the first time will see a sport-like fantasy team competition for a reality show Roadies Prediction application - which will have a betting environment where people can bet on outcomes of the show
  26. 26. Post-launch activities MTV will continue doing Audiosodes - Podcasts where people can catch up on what happened in an episod. Fast Forward section on its website which is like a highlights package and has the entire episode crunched in around seven minutes 
  27. 27. MTV Roadies – X4 •  To mark this shift from two to four wheels - MTV Roadies X2 last year to Roadies X4 this year •  Title partner – Renault Duster •  Auditions will start next month(Nov,2015), will have Neha Dhupia and Karan Kundra as two of the judges. Generated 60 million online video views, and had close to 10 million highly engaged fans on social media
  28. 28. MTV Coke Studio •  Coke Studio @MTV season four is being telecasted in a new format this year •  Bringing audio and video together to refresh audiences through music videos •  Moving from episodes to singles throughout the year
  29. 29. Production will include… Show will include producer profiles and the idea behind the song It will have studio sessions and the setup of the band Novel element, - stylized video and audio told in the form of a story. Each of these videos and audios will release simultaneously across all MTV platforms Deployed across all audio and video platforms like YouTube, Saavn, Gaana and iTunes by Zee Music. Re-releasing two audience favourites “Madari” and “Kattey” with new music videos.
  30. 30. Footprint and Brand integrations •  50 concerts and outreach programmes reaching 100 colleges across 10 cities. •   Registered over 150 million+ reach across all three seasons. •  On social media platforms, it has garnered 64 million YouTube views and 2.9 million Facebook fans •  The global beverage brand Coca Cola owns the IP of the property, which has its presence in other countries like Pakistan and therefore the channel does not resort to other advertisers coming onboard
  31. 31. MTV Big F •  ‘MTV Big F’ will showcase real life stories about secret fantasies and forbidden encounters, which the society is often keen on hiding. •  The 10-episode by model and actor Gautam Gulati, who marks his debut as a TV host. Targeted at youngsters, the show will be a sensual depiction of some of the hole- and-corner tales of the youth that have long been kept under wraps
  32. 32. •  Brings back the amazing feel of ‘school’ and ‘hostel’ life once again on TV •  Tale of four youngsters and their issues pertaining to relationships •  Shows the life of five friends who are part of a college music band •  About friendship, love & betrayal •  Talks openly same about sex love, teenage pregnancy etc •  Title sponsor - Engage Deo and a powered-by sponsor- Delicca by Vini Cosmetics
  33. 33. Latest News - MTV •  MTV India says that it has become the first local curator for Apple’s music service Apple Music.The music channel will provide Indie Top 10 series, Coke Studio@MTV and theme based playlists along with plans to introduce music festival, celebrity and seasonal playlists. •  MTV India have chosen the UAE to host a new talent search for unsigned acts across the Gulf. Bollywood star Luke Kenny will chair the judging panel for the Next Big Thing contest, which is being billed as Middle East’s “largest South Asian talent hunt”.   •  Viacom18 EVP and business head MTV India and Pepsi MTV Indies Aditya Swamy has put in his papers after a stint of over nine years at the company •  For the first time since it released data, BARC introduced a separate category for the youth channels, which were earlier placed among the music channels. At the No. 1 spot in the genre was Viacom18’s MTV India with 14219 Rat (000s) •  Nescafe, the coffee brand from Nestlé, and Viacom18’s youth entertainment brand MTV have signed a three-year partnership to create a digital-only property called MTV Presents Nescafe Lab
  34. 34. CHANNEL V
  35. 35. Few popular shows
  36. 36. Sadda Haq •  Sadda Haq, is about the importance of women in a man's world.It is about a girl with dreams of becoming a mechanical engineer and how she lives her life on her terms. •  It is the story of a brilliant and curious girl Sayunkta Agarwal who has harbored the dream of becoming a mechanical engineer. •  Sadda Haq airs six days a week at 6.30 pm •  TVTs: 165 TRP: 0.98 •  Brand integration – BJP ‘brand’ being part of the shows content
  37. 37. Gumrah •  Show tackles issues like peer pressure, the need to fit in, materialism and the dilution of morals, thus initiating a dialogue for the youth to express and address their problems. •  The USP of the show is honesty. •  At present, the show enjoys huge fan following on Facebook with 24 lakh likes. •  Gumrah airs Saturday and Sunday evenings at 7 pm. •  TG variant ratings: show averages 0.7-1 TVRs on Channel V (original telecast) while the same show fetches 1.2-1.7 TVRs on Star Plus in a repeat telecast
  38. 38. Dil Dosti Dance •  A dance-based show that traces the journey of college students and their passion for dance, as they wade through emotions around love and friendship. •  It was the highest rated show when it was launched(2011) •  It garnered TVTs in the range of 195-200 after a year. •  The show enjoys huge fan following on Facebook with more than 25 lakh likes.
  39. 39. Dare to Date •  Dare 2 Date is an anti-romance, anti-mush series where VJ Andy plays both Cupid and Devil and pairs together two people who are the complete opposite of the other's idea of their perfect match. •  The "couple" are then packed off to a romantic weekend and sparks fly as both get to know each other better. In the end it all comes down to whether the couple lives long enough to tell us their story •  TVTs: 65
  40. 40. BINDASS
  41. 41. Content Slate •  Follows mood mapping strategy •  Moved from being a magazine-format channel to really about becoming a long-format content storytelling channel with shows like ‘Yeh Hai Aashiqui’, ‘Halla Bol’, ‘Love by Chance’, ‘Pyaar Ka the End’ •  New fiction, Episodic sitcoms, Non-scripted and other reality formats
  42. 42. Bindass Naach •  Three young talented minds wanted to dance on the stage of World Of Dance Los Angeles and bindass in association with BBC Worldwide decided to turn their dream into reality. •  Showcasing this very thing will be the new show bindass Nach •  The 10 episode series aired on every Sunday at 7 pm(since August 16,2015)
  43. 43. Footprint and Brand integrations • 2.2 million views on the videos • Live events -100,000 footfalls. • The social media has seen over 2.4 million conversations around the concept and • Roped in Fogg as presenting sponsor • Ponds Mens Facewash as the energizing partner
  44. 44. Emotional Atyachar •  The show is based upon the loyalty test. Any one can take the loyalty test of his/her boyfrien/ girlfriend who doubts him/her •  Series will follow the charades of friends as they get together and help uncover the plot
  45. 45. Zindagi Wins •  It is a show about the medical world in today’s times from the point of view of young 23-year old junior Dr. Aaliya. •  The Theme of the serial is based on – How Life Wins inspite of challenges and even when there is lack of hope and shows the human spirit and aspects in its victory.
  46. 46. Yeh Hai Aashiqui: •  Yeh Hai Aashiqui mainly deals with love and relationships and displays the most unique love stories. •  Depicts the age-old adage that love is the strongest emotion and can indeed triumph despite facing the most daunting of odds. •  Presented by Glam- Up •  TRP: 0.7
  47. 47. Halla Bol: •  Showcases stories inspired by various real life instances and celebrates the victories of women who stood their ground to emerge as heroes. •  Featured cases involving paedophilia, date rape, gangrape and blackmail •  TRP: 0.3
  48. 48. Love by Chance: •  Inspired by true stories of people who have found love through serendipity, Love By Chance is aimed to evoke just the type of ‘love’ly feeling that will pluck at heartstrings every week. •  Aired at 7:00 pm every Saturday •  TRP: 0.5
  49. 49. ZOOM
  50. 50. Revamped Zoom – Turn on •  Has all the aspects of Bollywood showcased in a way that will suit the new palette of the consumers: Fresh, Frank and Unpredictable •  Content strategy on Zoom centres around ‘Bollywood’ and ‘Trends’ •  New offerings on Zoom will be shorter format – more like the T-20 of entertainment •  Vary in duration from a minute-and-a-half to seven or eight minutes to a longer format of 20 minutes •  Bollywood encapsulated through fashion, gossip, style, humor, news, music, relationships and more. •  New feature the ‘Progress Bar’ – allow audience to view the exact duration of the content
  51. 51. Fresh Content Kangana- sharing styling tips, current trends and insights into her personal style statement through the show "My Life, My Style@Kangana” Farhan -offer a sneak peek into his life through On The Road@Farhan Live'  - a musical journey with his band as they perform to packed crowds across the country Randeep Hooda's show entitled Man Up@Randeep',  share his insights about what makes women happy "  from how to interact with women to what they really mean when they talk Zoom will also feature presenters such as celebrity blogger Miss Malini " who will bring her highly followed blog to life through Kya Seen Hai@Malini’ Singer and standup comic artist Sugandha Mishra, who can mimic 25 voices and speak eight languages, will deliver her comical takes on the entertaining weekly wrap Funtanatan’ Style Panga@Sushant with Sushant Divgikar and many other exciting shows. and amongst many others like Hangout @ Maddy' with ZOOM's very own Madhureeta. The new ZOOM will also have more properties on the channel like Out of the Closet', Straight Up', Cut it @ Simi Chandoke', Quick 5', Postman' and many more exciting titles giving viewers the best of both worlds of Fashion and Bollywood
  52. 52. Planet Bollywood •  Brand new avatar - new hosts will take you through the up and downs , hits and  misses, gossip, controversies, sneak peak, fashion, red carpet and all that you wanted to know about Bollywood and much more
  53. 53. ZING
  54. 54. Content slate •  Dub popular Bollywood movies in English •  Spirits of India - The Festivals and will celebrate the distinct flavours of different regions in India •  Harry Met Sally - feature gossips, events and movie reviews from Bollywood •  Cookery shows -  Kifayati Kitchen, The Urban Cook, All About Cooking and FilmiRasoi •  Bad Company - a no-holds-barred talk show will be hosted by Vikas Gupta.  The show will feature actors from the television industry like Ranvijay Singh, Gurmeet Choudhary, Karanvir Bohra, Kushal Tandon, Divyanka Tripathi and Prathyusha Banerjee among others.
  55. 55. Pyaar Tune Kya Kiya (Season 6): •  The series showcases new fictional love stories that are filled with friendship, drama, love and romance. •  TVTs: 112 •  Airs on Fridays at 7pm •  The new season PTKK will showcase new fictional love stories that are filled with friendship, drama, love and romance. •  Zing has collected many such moments of romance and weaved them together in a series of 13 special episodes, which will be hosted by Karan Kundra.
  56. 56. PURE PLAY MUSIC CHANNELS
  57. 57. •  India's first crowd sourced channel •  The content of Bindass Play is based on "mood-mapping” •  Music plays on viewer requests.[ •  Bindass Play runs three shows that air playlists curated by the youth through various platforms like Facebook (Tia’s Request Show), Twitter (Tweet Meri Beat) and SMS (Ishq Messenger).
  58. 58. •  English entertainment music channel •  Features long format shows like Pimp My Ride, Buried Life and Fabulous Life •  For mature and older audiences airs melodious Vh1 Classics on the weekends •  Acquired prestigious award shows like the American Music Awards, Billboard Music Awards, Video Music Awards, and the Grammy’s •  Genres consumed the most on the channel are Electronic Dance Music (EDM) and soulful pop music •  Airs popular talent shows - Britain’s Got Talent and X-Facto •  Brand associations – Instead of slots, offer customization for various brands in categories such as jewellery, chewing gum, automobiles and FMCG through on-ground events and shows
  59. 59. •  Pepsi, with Viacom’s youth and music platform launched MTV Indies •  Focuses on the indie genre, comprising independent artistes and bands •  Span international artistes and English indie music, besides Indian indie music, including folk, rock and electronic dance music (EDM) •  Rise in music festivals (such as Sunburn and NH7 Weekender), EDM concerts and TV shows (like Sound Trippin on MTV and Sound Trekking on Fox Traveller) has strengthened the belief in the indie music scene •  Branding experts say independent music is a space with potential; So, if a regular music channel can air 150-200 songs in a day, the new indie channel can accommodate 450 songs •  The content will include more than music — there would be segments on indie films, visual arts and on how indie artistes create their videos and album art •  Superdry has partnered with Pepsi MTV Indies for a unique music property - Superdry Krunk Live Sessions, which will brings together some of the hottest young musicians in the country alongside some of India’s best visual artists.
  60. 60. UNDERSTANDING KEY TRENDS AND INDUSTRY DRIVERS
  61. 61. Digitization Regionalization Growing importance of new media Regulation to drive growth Niche formats Consumer understanding Innovation Consolidation
  62. 62. Broadcasters, especially in genres such as music, English entertainment, kids and news, are cultivating multi-screen engagement among viewers to raise awareness, increase stickiness and to understand audience preferences better.
  63. 63. Online Video Consumption According to comScore (a leader in measuring digital world), Indian internet population is 205 million, as of 2013 India’s total video audience grew 74 percent to reach 54 million viewers with an average viewer watching 18 percent more videos It makes India the third largest internet population after China and United States, projected to be the second largest by 2015, with 330-370 million users.
  64. 64. Video andAudio will generate 89% of Consumer Internet Data Traffic by 2018 (Exabytes per month)
  65. 65. Indian internet users - age wise distribution
  66. 66. POWER OF WEB SERIES
  67. 67. •  Web Series are scripted videos, generally in episodic form that have slowly gained cult popularity status online. •  Web series are of various forms and usually contain both fiction and comedy content. •  While AIB’s Honest Indian mocks Indian society’s hypocrisy, Pretentious Movie Reviews byKanan Gill and Biswa Kalyan Rath does a fabulous job reviewing Bollywood blunders.
  68. 68. WHY ARE BRANDS INVESTING IN WEB-ONLY VIDEO SERIES?
  69. 69. Young audiences are moving away from traditional media and are increasingly finding their entertainment online
  70. 70. Why would somebody want to watch a badly- written quickly-shot daily episode of an Indian TV show, when one can watch an entire season of 'Game of Thrones' or 'The Big Bang Theory' or 'True Detective' for free?
  71. 71. And once hooked to such shows, he/she will never come back to mediocre Indian content
  72. 72. People want to see content which is at par with the international level. The whole idea of online getting popular in India is because it offers good content
  73. 73. Primarily targeted towards young educated Indians between 18-34 age groups
  74. 74. Through stories and web-only series, brands are engaging audience and establishing the brand value too This method will particularly attract the youth and social media-savvy generation as they look out for content pieces that go viral on social media and images, memes, videos that are worth sharing with their social connections Brands are paying between Rs 5 lakh and Rs 50 lakh for content which is between 5 mins to 50 mins Many brands also have their own YouTube channels E.g. Lakme India has a YouTube channel called 'Be Beautiful' in which Sarah Jane is seen applying make up for different occasions
  75. 75. Online Content – Different Genres Kids (through Chu Chu TV) Cooking (Vah-Chef) Comedy (SNG Comedy, TVF, AIB, East India Company), Education, Travel, and what have you. Spiritual content is consumed in the morning where audio is mainly used as background content while going about daily chores Bollywood content is consumed during office hours and during the night.
  76. 76. MUTICHANNEL NETWORK
  77. 77. Multichannel network is one that operates several channels on YouTube by collaborating with content creator They help clients (channels) on YouTube  in issues like product promotion, programming, funding, exposure to increase views and subscribers, monetisation of content, digital rights and much more in lieu of an agreed revenue share generated by the creators
  78. 78. MULTI-CHANNEL NETWORKS OPERATING IN INDIA
  79. 79. No. Name Key focus genres No. of YouTube Channels Monthly views Famous artists/ channels/ shows 1 MakerGen Comedy, Entertainment NA NA AIB, Kanan Gill, East India Company 2 Rajshri Movies, Food, Music 25+ NA Rajshri, Rajshri Music, Rajshri Marathi, Bollywood Now, Hollywood Now 3 YoBoHo Kids, Fitness, Entertainment 100+ >90mn hooplakidz
  80. 80. No. Name Key focus genres No. of YouTube Channels Monthly views Famous artists/ channels/shows 4 One Digital Entertai- nment Entertainment, Music, Comedy 500+ 70 mn Sunny Leone, Vir Das, Papon, Honey Singh, Sanjeev Kapoor, Jazzy B and Anubhav Sinha 5 Culture Machine Music, Comedy, Fashion, Lifestyle and Kids 240 80 mn Being Indian, Bollywood Gandu,Times of India, Bombay Times and media brands like Fox Star studios 6 Qyuki Digital Music, Bollywood ~200 80 mn* AR Rahman, Ranjit Barot, Salim- Sulaiman, Shweta Subram, Shraddha Sharma, Pooja Bedi
  81. 81. No. Name Key focus genres No. of YouTube Channels Monthly views Famous artists/ channels/shows 7 Whackedout Media Entertainment, Kids ~500 51 mn The Jungle Book, Peter Pan, Lassie, Iron Man, Robin Hood and Casper 8 Nirvana Digital Entertainment, Kids and Music ~400 47 mn Kid rhymes, Spiritual mantra, Automotive zone, Let’s work it out and Hollywood bug 9 Pepper Media Entertainment, Regional, News, Food and Lifestyle 19 NA AR Rahman, Ranjit Barot, Salim- Sulaiman, Shweta Subram, Shraddha Sharma, Pooja Bedi
  82. 82. No. Name Key focus genres No. of YouTube Channels Monthly views Famous artists/ channels/shows 10 Ping Digital Entertainment, Fashion, Food, Health and Fitness, Lifestyle and Technology ~160 NA DJ Suketu (music), Shanaya Sinner (fashion), Shantanu Nimesh (wrestling), Nipun Kapur (fashion) and Gitika Saikia (food) 11 #fame Fashion, Music, Comedy, Food, Fitness and Cricket ~10 NA Artists: Maria Goretti, child comic star Saloni, celebrity chef Ajay Chopra, and singer Shibani Kashyap Shows: Style Code, Diva ON Duty, School of Style and Some Like it Hot
  83. 83. POPULAR INDIVIDUAL CONTENT CREATORS
  84. 84. The Viral Fever •  TVF’s TVFPlay - a new streaming platform which features the company’s web-series and shows •  The website has three sections: •  TVF originals - show their drama web-series, including Pitchers, and Permanent Roommates •  Qtiyapa Shows - feature the Qtiyapa comedy shows from their YouTube channels •  Shows We Love. features a number of shows The Viral Fever loves which includes Malgudi Days, Byomkesh Bakshi, The Best of Key and Peele and Monty Python •  Broadly, •  TVF Media Labs is the parent company. •  TVF-ONE is the online vertical that includes the network of five YouTube channels, TVF Play, TVF Inbox Office and the social media platforms. •  TVF-LOL (Live Out Loud) does live shows popular as TVF College Night Out •  TVF Tube handles television projects. •  TVF MC BC (Marketing Content and Branded Content) makes videos for brands. And finally TVF Studios is a movie vertical.
  85. 85. All India Bakchod (AIB) •  YouTube channel that shows their comedy sketches and parodies on topics such as politics, society, and the Hindi film industry, and much of their reputation was founded on their online presence •  Group of Indian stand-up comedians that performs comedy shows, organizes comedy workshops, corporate events and scripts movie and television shows •  East India Comedy maintains a YouTube channel that shows their comedy stints and satires on topics like politics, religion and the Indian film industry. East India Comedy
  86. 86. Being Indian •  Focused on building content formats and identities that resonate with their core audience, that is 15-35 years  •  For instance the video “Every Delhi Girl In The World” which is a hilarious summation of the funny things and behavioral patterns of a typical Delhi girl •  Being Indian has been known for its India On Everything series hosted by the energetic and creative Sahil Khattar •  Videos like “Pune on Sex”, “Mumbai on Farting”, “Hyderabad on Being Hyderabadi” among others, over the time has just exceeded the expectations in terms of funny and quirky content from the channel. •  One such video was ‘Mumbai on Net Neutrality’ that exposed how the youth was unaware of the issue and at the same time the video did its part to inform the society.
  87. 87. Scoopwhoop •  Creates and curates India specific stories •  Website initially started as a viral content generating and sharing website but now the company has also begun serving as a news portal and also acts as a channel for sharing and remedying social concerns •  Vagabomb is another content portal from the house of SW that describes itself as “an amalgamation of contemporary writing for the urbane Indian woman. The quintessential 90’s child. The young, formidable fire of today’s India.” Superwoman •  The young lass is Lily Singh aka IISuperWomanII, a 27 year Indo-Canadian, who appears to have surpassed the fan love showered on even Bollywood’s and Hollywood’s biggest stars. •  Her fan following is totally digital in origin. She is a YouTube star with more than 5.3 million subscribers. •  Her Twitter handle has around 847,000 followers, whereas 1.7 million track her on Instagram. •  Her fans mainly are girls between 8-28, but don’t be surprised if you find a young man of 19 there too.
  88. 88. HomeVeda •  For HomeVeda, the content strategy is defined as it is in the natural health and wellness space •  Its content is further categorized into alternative medicine, diet and nutrition and plans for managing a user's health using Khazana by Sanjeev Kapoor •  Features cookery and food shows •  Kapoor here is dispensing something far more fundamental - food and the know-how to make a smashing good meal of it.
  89. 89. Troubleseeker team •  Group of social networking enthusiasts, who are trying to focus on socially relevant issues •  The purpose of these videos is to expose the reality of how people react to certain situations •  Platform for prank videos but gradually began addressing issues ranging from poverty to racism •  Video titled ‘Harassing a Girl’ from the Northeast has garnered over 20 lakh views
  90. 90. POPULAR WEB SERIES
  91. 91. •  Yes, the awesome site ScoopWhoop has its own web series –  Baked! Produced by Pechkas Pictures and ScoopWoop Talkies, the series follows the story of three Delhi guys and their entrepreneurial misadventures in seven episodes.  •  Sony LIV‘s web series stars Kushal Punjabi and Sukhmani Sadana in a love story. It follows the couples’ live- in relationship and challenges in urban Indian relationship today. •  The show has on board a presenting sponsor, Integriti, associate sponsor, Caprese, in addition to radio partner, Fever 104 FM, beverage partner, Café Coffee Day, and outdoor partner, Bright Advertising.  
  92. 92. •  TVF’s Permanent Roommates follows the story of a couple as they set out to transform their long-distance relationship into a live-in one. It goes through their struggle of balancing their relationship and looking for an apartment in Mumbai. •  Brands associated: CommonFloor •  TVF has worked with Freecharge (an online recharge venture recently acquired by Snapdeal) to launch Emotional Atya-Charge •  TVF’s brilliance shining in a pitcher! Four guys who stumble their way into building a star-up and their struggles while getting the venture funded.  •  Brands associated - Kingfisher
  93. 93. Tech Conversations with Dad Tech Conversations With Dad is a series from TVF where every-time kids have uncomfortable conversation with their dad about some technology. Brands associated -
  94. 94. •  A two-part take the big fat Indian weddings, complete with hidden meanings and innuendos in a conversation between two sides in a traditional marriage set-up. •  In their trademark irreverent style, the first part deals with how ‘eligible’ grooms are always hot commodities in the marriage market, and how the bride's put on the backfoot the moment the moment her family is told that the groom has an 'MBA degree'. •  It takes a swipe at the neglect the girl faces from her family when they have a so-called well-earning ‘daamaad’ at their doorsteps. The first video chronicles the initial events and finishes at the ‘Sangeet’ ceremony •  Brand association - Snapdeal and Ola Cabs •  “Man’s World”, a comedy, is a what if on ‘what if women treated men, the way men treat women’. It is a story about walking a mile in their shoes, in that world. •  Joined hands with The Global Goals campaign to promote the cause of gender equality in India, as the United Nations launch the Global Goals for Sustainable Development
  95. 95. Bad Indian •  This web series made in America, focuses on the way first generation Indian Americans juggle the pressures of tradition and modernity from a female perspective. “It’s not something you get to see on mainstream TV, and growing up, it was sometimes an isolating experience. I wanted a way to bring this community together.” says producer Janaki Tambe •  Like the name suggests, these two guys from IIT are out reviewing movies and how. It’s not the latest releases that they are discussing in each episode, but the most silly and mindless Bollywood movies that were ever made. Watch them make fun of the widespread stupidity of Hindi cinema Pretentious Movie reviews by Kanan Gill
  96. 96. TOP WEB SHOWS BY MTV
  97. 97. MTV Look •  MTV India has tied up with grooming brand, Philips for its digital show “Philips MTV The Look” •  Share favourite styles, tips and tricks to create interesting hairdos, along with the VJs, in each of the web episodes.
  98. 98. MTV Get Fit •  MTV India has launched a web series called Get Fit, with national Muay Thai champion Bala Shetty and VJ Bani J providing fitness and healthy living tips •  The website currently has eight videos in an equal number of categories •  Categories are divided into healthy lifestyle, perfect arms and legs, eat healthy, lose 2 inches asap, workout from home, survive a street fight, train for a marathon and lose 5kgs in 2 weeks with a corresponding video that is less than 10 minutes long.
  99. 99. Ceat MTV Chase The Monsoon •  CEAT MTV Chase The Monsoon’ - a social reality show featuring a 21 day biking roadtrip where 8 riders, in teams of 2, set out with a limited budget to explore the sights, scenes & life during Indian monsoons.
  100. 100. Bring on the Night by MTV •  This bi lingual web series which actually aired on MTV, has a big following on Youtube •  Show focus’s on the lives and struggles of a young entrepreneur and his group of motley friends who convert a 200-year-old heritage building in Mumbai into an all-night club.
  101. 101. WHAT KIND OF BRANDS ARE OPEN TO WORK WITH CONTENT CREATORS ONLINE?
  102. 102. Brands targeting smartphone audience,one’s that have evolved from the digital space
  103. 103. Programming of the content Depends on the day or time the consumer is most likely to watch it. For spiritual channels, they plan and launch a Lord Shiva video such that it appears on Mondays, which most Hindus believe is dedicated to Lord Shiva. ” On the other hand, videos on exercise, cookery and humour don't really require a specified time
  104. 104. Challenges Challenge is in signing up with the right content owners. If a creator decides to do a cover and own the rights to it, there is no way to pay some sum and create their own cover here in India. There needs to be a push to create content in India. For example, if Full Screen say it has a contract with Universal then they ensure that content creators can make videos and own the rights without having copyright issues. I Infrastructure and better copyrights management are the two things that are needed to boost content creators in India.
  105. 105. Category updates •  Eros has tied up with Anil Kapoor Film Company to co- produce an Indian adaptation of a popular international sitcom •  The three shows Eros will be producing are: Khel, The Client and Ponniyin Selvan. •  Will be released first on the digital platform first and then on TV. •  Khel is drama revolving around the world of cricket and the Indian Premier League •  The Client, is a thriller with Bipasha Basu as the lead of the show •  Ponniyin Selvan is a period drama based on a popular Tamil historical novel by Kalki Krishnamurthy produced by Eros’ south division
  106. 106. References •  KPMG – FICCI report, 2015 •  Deloitte Report – Rise on the deman Content •  http://goarticles.com/article/Youth-Entertainment-TV-Channel-Reaping-Revenue- Options/7934839/ •  http://www.indiantelevision.com/television/tv-channels/music-and-youth •  Bestmediainfo.com •  Gecwatch.com •  Tvnewsforyou.com
  107. 107. THANK YOU

Category Research Music and Youth GEC

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