Future TV, India’s retailscape television network brand, has strengthened it consumer-brand interaction through interactivity and consumption-led experiences like shopping, dining and entertainment. The initiatives include Future TV shop-for-free, Future TV fine dining and Future TV box office. These initiatives are in tune with the promise that every time consumers watch Future TV, they stand to gain a lot more than they expected.
Future TV, in a short span of time, has become a quick and a must consumer checkpoint for information, entertainment and benefits.
Future TV ‘Box Office’, which was launched with the release of big ticket films like ‘Om Shanti Om’ and ‘Saawariya’, has been a runaway hit with consumers, with hundreds of SMSes pouring in every week. Recently, Future TV got its viewers to watch Hollywood thriller ‘Vantage Point’ even before the movie was released in the country.
Vishakha Singh, Head, MaRCom at Future Media Ltd, said, “Today, consumption is another form of entertainment. Consciously, consumers seek good deals, entertainment and subconsciously look out for lifestyle trends, information. Future TV endeavours to satisfy this hunger for entertainment, info and gratification through its content and promotions.”
Singh further said, “As far as investment plans are concerned, Future TV is focused on investing in both content and marketing and promotions, which is what makes it much more than a basic form of digital communication, and brings it closer to being a consumer brand that consumers can identify with and also benefit from. Our emphasis is on creating content that would grab and retain consumer eyeballs, and promotions that would give consumers a lot more than they expected.”
This is being communicated through an on-going campaign in stores, which states that every time consumers watch Future TV, they stand to gain.
“As a growth strategy, we plan to take Future TV beyond Future Group stores, and into other spaces of consumption like malls, multiplexes, cafes, restaurants, etc. You would be aware of the recent tie-up with BPCL petrol stations in Delhi, which brings Future TV screens by the brand name of Future TV FUEL, which is basically Future TV in the ambience of fuel consumption,” Singh pointed out.
She further said, “In-store media brands are new for consumers, but like any other media, interactivity gives them a touch-point with the brand and enhances relationship. Our proposition ‘gets me a lot more’ is being accepted by Future TV viewers. They demonstrate by making the screens a must checkpoint for offers.”
Future TV is aimed at converting footfalls into eyeballs through consumer engagement. The different feeds of Future TV, depending on the ambience of the location of the screen, present a variety of content. For example, Pantaloon has more of lifestyle content, while Big Bazaar presents a lot more gag and humour. However, properties like ‘Box Office’, ‘Shop-For-Free’ and ‘Fine Dining’ are common across various feeds. Being the first retailer-owned television medium in the country, Future TV is armed with the knowledge of consumer behaviour and buying patterns.
Other initiatives undertaken by Future TV to enhance consumer-brand interaction include the ongoing Goa Tourism activity, which gives viewers the opportunity to win a family holiday in Goa, and a contest for cricket enthusiasts held in 2007, wherein participants got the chance to win tickets to the Future Cup that was held in the middle of 2007.