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With consumers shifting to the digital platform for entertainment content, traditional television channels are strengthening their core consumer engagements to drum up viewer-ship. From promoting big banner films to creating characters and contest in social media, companies are creating a buzz around their own programme contents.
Sony Pix, the English entertainment channel from MSM recently held a show of the much-awaited Bond film Spectre a day before its official theatrical launch. This, the channel did exclusively for its 2,000 odd contest winners.
Saurabh Yagnik, VP & Business Head, Sony Pix and AXN points, “We have noticed, if something does well in box office, we see it doing well on television as well and we hence we benefit from such tie-up”.
Yagnik said Sony Pix is building perception about channel and also creating an eco-system for Hollywood films. “We have a property called Pix Premier nights. We have done about 5-6 new releases”.
Sony Pix has previously hosted Pix Premiere Nights for Robocop (2014), The Hobbit: The battle of the five armies (2014), Amazing Spider Man 2 (2014) and Fantastic Four (2015) among others as a part of its consumer engagement exercise.
Other niche channels like Zee Café, too, as a part of its consumer exercise had created characters around American crime drama ‘Gotham’.
“We do lot of interactive activity with consumers. Before we launched Gotham, we created a website and context around the character in the digital media. This gave us a tremendous leg up before we launched the series,” Ali Zaidi, Business Head, Zee Café said.
Other channels like Star Movies which premiered ‘The Fault In Our Stars’, created a consumer engagement by asking its social media fans to create their own 140-character love story. This initiative will be complemented along with promotions across 30 Crossword book stores.
The Rs 4,17,200 crore Indian television industry is largely a mass market with around 12 Hindi general entertainment channels (GEC) and 250 regional channels taking the lion’s share of viewership as well as ad revenues.
The Hindi GECs account for about 30 per cent viewership share, the English entertainment space’s share of 1.1 per cent. The English GEC space has been also been attracting as much attention from advertisers with ad revenue growing by 10-15 per cent annually. This has resulted in much action in the English GEC genre with broadcasters launching a slew of new shows in the last couple of months. Additionally, digitisation has broadened the canvas.
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