The Hindu Business Line : Music channels bank on talent hunt, reality shows

WHAT should music channels do to get viewers' attention for long spells? Go beyond music. With a share of just 2 per cent of total viewership, music channels are doing precisely that — either planning or running a series of reality shows, based on talent hunts, as also non-music programmes.

Although talent hunts aren't really new to Indian television, the current craze seems unprecedented (general entertainment channels such as Zee, Sony and Sahara are taking that route too). "That's an accurate observation," says the Channel V's Head, Mr Amar Deb, who has just started a search for the `Super Singer.' The channel is currently running the televised version of Get Gorgeous, a search for fresh faces.

MTV, in addition to conducting a hunt for the second edition of its reality show Roadies, is gearing up for its first soap, Kitni Masti Hai Zindagi, the cast for which was chosen through a talent hunt.

SS Music, which dishes out music in all southern languages in addition to English, is currently conducting a voice hunt in the South, and this will translate into its first big reality show on TV. Last year, it conducted a hunt for VJs.

Unlike music programmes, which retain viewer interest for a song or two, reality shows, as also soaps, manage to keep viewers interested longer, contributing to an improvement in, what in media terminology is called, `stickiness.' That's not all.

The MPG's Associate Vice-President, Mr Narendra Kumar Alambara, says reality shows promote viewership by appointment, in addition to helping music channels package their content better.

Channel V, for instance, has roped in Samsung, Marico and Hindustan Lever for `Super Singer.' MTV's Roadies has Hero Honda as the sponsor, which plays in an integral part of the show: the company's Karizma bikes will be used by seven chosen roadies in their journey between Kolkata and Wagah.

SS Music, despite its regional character, has been able to draw in national advertisers such as Fanta, the official sponsor for its Voice Hunt, and Lawman jeans, thanks to such a format, says its Head, programming, Mr Bryan Peppin.

Reality shows or not, "brands have always hung out with us," says Channel V's Mr Deb. But industry observers say there is always a positive rub-off from big brands, and talent hunts provide an ideal platform for such an association.

While there are "great possibilities on air," as Mr Deb puts it, there is also an opportunity to extend the channel profile on-ground through events. Also, "viewers get to interact with the channel."

Mr Alambara says music channels are looking at the broader positioning of `youth,' rather than just music, which, however, will remain their core. That's MTV's strategy too. Its Vice-President (Marketing, Mobile, Online), Mr Vikram Raizada, says MTV will dish out whatever interests the youth — its target audience.

So, it could be music, fashion, adventure/reality or soap.

The last category is what MTV hopes will click. Kitni Masti Hai Zindagi, a soap MTV is producing with Balaji Telefilms, will go on air in September, and the channel hopes the viewership numbers will be higher than any of its other shows.

SS Music's Mr Bryan Peppin says the reality format will work well for this channel, especially because of its multilingual character.

"You can also target a particular group much more effectively." SS Music, which plans to have more reality shows (particularly travel shows), also believes the ratings could go up with such content.

But advertising rates for music channels, which in some cases are even lower than private FM radio rates for similar slots, may not immediately increase.

Industry sources say advertising deals for most reality shows are packaged across television, outdoors and events; however, the increasing rates may be a feature in the long run when the `youth' niche matures.

TAM numbers for the period between mid-May and July indicate a slight lead for ETC over MTV. The former has a 19 per cent share while MTV has 17 per cent. Channel V has a 14 per cent share while SS Music has managed a 5 per cent share.

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