Their promotional teasers created a storm in the Indian telly mart. Meet the woman who made the 9X launch possible, in style
The November of 2007 saw one of the most innovative
launches in Indian TV. After a bombardment of highly-teasing promos, promising 9 times more fun, INX, run by Indrani and Peter Mukerjea (Yes, he’s the ex-Star TV head honcho) launched its General Entertainment Channel (GEC), 9X, in a space dominated by stalwarts like Star, Zee and Sony. Nearly 70% of the first-time viewers of 9X returned the second week. Whether the euphoria lasts or not, brilliant distribution and marketing strategies have insured that the channel has made a strong initial impact among viewers. Here comes Indrani Mukerjea, CEO, INX Media.
What’s the rationale behind launching a GEC?
Our move was backed by research. There was a sense of fatigue creeping in with the existing entertainment programming on TV. The programming on GECs like Zee, Star and Sony was become stereotypical. People were craving for a new; powerful connect with more realistic story lines. Hence 9X.
How is the channel different?
We are using the same production houses as the others, viz. Balaji, Synergy, and Red Hat, but our brief to them is different. It is difficult to get an Ekta Kapoor to deliver stuff ‘differently’ to you, it is not unachievable though. Our Balaji serial at 9pm on weekdays is decidedly different from the others.
Is the advertising pie big enough to accommodate more players?
The advertising share for GECs has declined marginally of late. But as the nation sees more brand influx; and with retail and telecom sectors on a never-before high, all advertisers are going to need bigger and better advertising platforms. If the reach is right, advertising share will increase significantly because entertainment is undoubtedly the largest selling proposition on Indian TV.
What’s the 9X marketing plan for advertisers?
We’ve launched Platinum, Gold & Silver levels as one-time memberships to several brands. Early association will ‘rate protect’ them for the duration of the contract, even as going forward (when TRPs come in), our rates will keep increasing. Companies like Vodafone, Future Group, Reliance Industries have already signed up with us.
What about CAS and DTH as revenue-generating options?
Advertisers will also prefer more reach. The more organised the distribution system, the more the advertisers will benefit. For now, we will remain free-to-air and depending on market feedback, we’ll take a call later.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The November of 2007 saw one of the most innovative
launches in Indian TV. After a bombardment of highly-teasing promos, promising 9 times more fun, INX, run by Indrani and Peter Mukerjea (Yes, he’s the ex-Star TV head honcho) launched its General Entertainment Channel (GEC), 9X, in a space dominated by stalwarts like Star, Zee and Sony. Nearly 70% of the first-time viewers of 9X returned the second week. Whether the euphoria lasts or not, brilliant distribution and marketing strategies have insured that the channel has made a strong initial impact among viewers. Here comes Indrani Mukerjea, CEO, INX Media.What’s the rationale behind launching a GEC?
Our move was backed by research. There was a sense of fatigue creeping in with the existing entertainment programming on TV. The programming on GECs like Zee, Star and Sony was become stereotypical. People were craving for a new; powerful connect with more realistic story lines. Hence 9X.
How is the channel different?
We are using the same production houses as the others, viz. Balaji, Synergy, and Red Hat, but our brief to them is different. It is difficult to get an Ekta Kapoor to deliver stuff ‘differently’ to you, it is not unachievable though. Our Balaji serial at 9pm on weekdays is decidedly different from the others.
Is the advertising pie big enough to accommodate more players?
The advertising share for GECs has declined marginally of late. But as the nation sees more brand influx; and with retail and telecom sectors on a never-before high, all advertisers are going to need bigger and better advertising platforms. If the reach is right, advertising share will increase significantly because entertainment is undoubtedly the largest selling proposition on Indian TV.
What’s the 9X marketing plan for advertisers?
We’ve launched Platinum, Gold & Silver levels as one-time memberships to several brands. Early association will ‘rate protect’ them for the duration of the contract, even as going forward (when TRPs come in), our rates will keep increasing. Companies like Vodafone, Future Group, Reliance Industries have already signed up with us.
What about CAS and DTH as revenue-generating options?
Advertisers will also prefer more reach. The more organised the distribution system, the more the advertisers will benefit. For now, we will remain free-to-air and depending on market feedback, we’ll take a call later.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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