Top Story

e4m_logo.png

Home >> People Movement >> Article

Future TV ropes in Ashim Mohanty as Content Head

09-September-2008
Font Size   16
Future TV ropes in Ashim Mohanty as Content Head

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business