The Hindu Business Line : `Enlightened Clients', a hit for Channel V

Channel V's `Enlightened Client' initiative, which seeks to offer a complete 360-degree brand experience to advertisers, is doing well and has reportedly become an important source of revenue.

Mr Amar Deb, Head Honcho, Channel V, said the initiative has helped the channel to attract higher revenues than a usual TVC would do. "It is a great way to bring in revenue and advertisers are willing to pay a premium for such kind of an innovation."

Some of the recent examples of the channel's brand experience initiatives are the Ever Youth Skintillating Contest, Mentos Vgyaan and Happydent Why is Monalisa Not Smiling.

"None of them have blatant in-programme placements, nevertheless clients are more interested in the brand experience that they get out of Channel V," said Mr Deb.

The channel is also planning to expand the Channel V brand experience by hitting the retail market shortly.

Signature line

On the cards is a line of signature merchandise based on its popular characters Lola Kutty and Simpoo. The merchandise would consist of notebooks, matchboxes, calendars and so on.

Mr Deb said the channel is in the process of finalising deals with distributors. "This signature line has nothing to do with our programmes, it is just an extension of the Channel V brand experience."

He said the company seeks to position Channel V as a brand experience brand and not a music channel.

Programming

On the programming front also, the channel's home-grown format, Mobile Singer, which was a voice audition show done on the digital platform is all set to be replicated by a leading broadcaster in the US. The show is also being replicated in Tamil by Vijay TV.

"We recorded almost one lakh songs per day and it was a big hit."