Business Daily from THE HINDU group of publications
Tuesday, Jul 18, 2006
Business Daily from THE HINDU group of publications Tuesday, Jul 18, 2006 |
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Marketing
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Advertising Industry & Economy - Radio/TV MTV India to offer 360-degree brand solutions Ajita Shashidhar
Mumbai , July 17 It is going to be 360-degree brand solutions at MTV India from now on. The company has already reduced commercial time on its various channels by 30 per cent this year and plans to reduce it further in the months to come. It instead plans to offer advertisers more touch points to reach their target audience. This could be through advertising deals and PR stunts, partnerships with FM radio stations, client-led events, road shows and music events. Mr Amit Jain, the Managing Director of MTV India, said, "We are going to be more than a TV channel which would be a pipe for advertisers to push ads."
Focus on youth
Mr Jain said that the company is currently working with media agencies to offer a 360-degree branding solution to the advertisers, which would be eventually branded as Viacom Brand Solutions. "We launched the concept two months back and almost all the advertisers have shown interest in it," he said. Mr Jain said that the company's focus from now on would be on branded content. "For us, a TV channel is a unique brand." He said that while MTV's `M' can stand for anything (music, masti) that is key to the life of the youth, the `M' would also stand for marketing, as brand-building would be a key focus of the company. The company is also re-evaluating its merchandise business. "We believe there is a much bigger opportunity, therefore, we are trying to put together a strategy in terms of how we are going to build our brands."
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