In a bid to give a thrust to its existing content and introduce newer content that will be relevant to the consumer and contextual to the environment, Future TV has brought in Ashim Mohanty as Content Head. He moves from Times Now, where he was heading the on-air promos and packaging team. Mohanty will be reporting to Vishakha Singh, Director, MaRCom & Strategy, Future TV.
Commenting on Mohanty’s appointment, Singh said, “Crisp content on in-store television attracts eyeballs. The storytelling has to be done within 30-60 seconds. Having worked in promos and in news television, where every second is contextual, Mohanty brings in the firepower to grow Future TV’s engagement with its viewers. His appointment will fuel contextual content on-air.”
Speaking to exchange4media on the need for a new content and marketing strategy, Singh said, “The content on in-store TV must be of short duration and should be able to tell a story in the least number of frames. It is an audio-neutral medium, where content having high audio-dependence does not work. Secondly, content must differ based on the format of the store, as each format attracts a different set of audiences. For instance, while Pantaloons attracts fashion-conscious audience, lifestyle-related content like travel, world cuisines would work, as compared to a Big Bazaar, where more humour or gags might work. As a result of this, Future TV decided to come up with a new content strategy that will be relevant to consumers and contextual to the environment it will play in, which will help attract consumer eyeballs, which is what we are vying for.”
“The positioning of Future TV is that it ‘gets you a lot more’. The marketing strategy has always been to make it a television network that is a quick and a must consumer checkpoint for information, entertainment and benefits. The engaging content as well as interactive promotions are the tools we are using to drive this message to consumers,” Singh added.
Mohanty has a career spanning 10 years in television with leading broadcasters – Times Now and CNBC-TV18. Mohanty was with CNBC-TV18 for over six years before joining Times Now. At CNBC-TV18, he was handling graphics for various entertainment shows.
Our typical marketing budget is usually 10 per cent of the topline spend