With the consumption of content spreading to different screens today, players in the broadcast space have their feeds on social and digital platforms to provide content on the go. In fact, channels in the music and youth GEC genre are also curating fresh and new content for their online counterparts.
Bindass had earlier established a brand new content play on the web in the form of interesting snippets such as ‘Chickipedia’, ‘How to survive’, ‘Bad news breaker’ and recently, ‘Mentals’. The channel is looking at taking forward the web piece as a separate business in the near future. This apart, Bindass has also built on the repertoire of short format shows for the youth, such as ‘Wardobe 99’, ‘Quirky People’, ‘What on Earth’ and ‘Angry Appa’ across multiple youth-friendly themes.
Last year, MTV, in association with Tata Nano, had launched ‘Nano Drive with MTV’, India’s first social streaming show featuring four teams on a 21-day road trip across the country. The MTV and Tata Nano are now back with the second season of ‘Drive With MTV’.
Marketing for a social streaming show
Aditya Swamy, EVP and Business Head, MTV India, shared that the content is intended to give power to the audiences through creating content across social and digital media. This time, the channel has added two more media platforms – Pintrest and Instagram – in addition to Facebook, Twitter, YouTube and so on.
Swamy added, "This will encourage people to consume content and is sure to generate more interest. The reach factor is of utter significance, since it is not always about GRPs, but the high engagement quotient that these shows are able to deliver. In the end, marketing is creating more opportunities to create buzz.”
To get started on the journey of ‘Drive with MTV’, users are required to register on MTV India’s portal and submit their video entry which showcases their passion for travel. Twenty-four contestants will be short-listed and 12 will be chosen to go on the road trip.
The entire journey will be documented and will enfold live on various social media platforms and the ‘Drive with MTV’ website. Each activity on the road and on the web will get the contestants points. At the end of the journey, the team with the highest points will take home a Nano.
While on the trip, participants will share their experience live with their friends, followers and the online audience using social media platforms. They will tweet, post updates, share pictures and videos every hour, every day. The journey will also be aired on MTV in six episodes.
Ekalavya Bhattacharya, Head, Digital, MTV India believes that in web, first degree content sharing is higher and that is the reason they are undertaking a crowd sourcing initiative on such a large scale.
Advertising revenues and monetisation
Commenting on the opportunities for monetisation of online content, Swamy stated, “We term today’s generation as screenagers, since they consume content across different screens. In terms of ad revenues, we target both traditional advertisers and encourage non-traditional advertisers as well.
Experts also believe that today, monetising of online content has evolved past its nascent stages. Branded content is able to create a greater impact on consumers, making such shows a viable option for advertisers to come on board. Also, young brands are more keen to associate with youth-based shows as has been seen in the case of Axe for Chickipedia, etc.
Why Tata Nano?
Commenting on the rationale behind chosing Tata Nano as part of the show Bhattacharya stated, “The show has been instrumental in showcasing the true attributes of the car. Earlier, the perception of the car was that it is not for long distance travelling, but the show has proved it otherwise. The communication went from capable to cool. The show has also been successful in showcasing the true brand philospohy without actually advertising or enlisting the features on the face. If packaging is done right, branded content goes a long way.”
It may be recalled that Tata Motors had earlier launched the ‘Nano Student of the Year’ contest to mark its association with the movie ‘Student of the Year’, whereby the winner was awarded a scholarship of Rs 3 lakh.
Bhattacharya believes that what makes the car special is the fact that it is the cheapest car in the market and has been successful in making people smile.