Future Media, the media company of Future Group, has announced the launch of Future TV, a television channel designed to play in the ambience of consumption. Touted as the first retailer-owned channel in the country, Future TV is aimed at converting footfalls into eyeballs through consumer engagement. It is also the first company in this media space with a brand identity and consumer focus. Company officials informed that they were expecting around 200 million footfalls across the Future Group stores by the year end.
This adds another medium to the offerings from Future Media. Among print properties, Future Media offers ‘My World’, a monthly magazine to select customers of Big Bazaar. The company is in the process of launching other print brands for its diverse retail formats like Pantaloon, Central, Home Town, etc.
Future TV is the television network aimed to cater to various consumer segments. Future Media has already started in-store radio in some of these consumption spaces. Future Media offers these media vehicles across Future Group properties and also across properties of allied partners offering consumption spaces like stores, malls, multiplexes, etc.
Future TV is being aired in Mumbai, Delhi and Bangalore across Future Group stores like Big Bazaar, Food Bazaar, Pantaloon, Home
Town and so on. Speaking more on how Future TV is the first television brand in the ambience of consumption, Partho Dasgupta, CEO, Future Media, said, “Consumer engagement starts from the brand identity. ‘Future’, the word signifies optimism, growth, opportunities and encourages to explore new areas, to create trends. The logo has been designed keeping in mind the aspirational needs of the consumer.”
The channel will cater to the needs of the consumer and is designed to be pointcast to the audience, which means each store can have various channels catering to the ambience of the area. The technology architecture has been done by Konzern Infotech, with hardware from HCL and software by Australian company Ryarc Media Systems. The channels operate from a network operating centre located in Mumbai. At present, 42-inch LCD screens are being used in the stores.
Soon after the launch, the channel is also looking at increasing interactivity with consumers. The channel has launched a live news ticker to update consumers on the happenings outside the store. Dasgupta said, “The idea is to engage the consumers in the space, the news keeps them connected to the happenings outside the store.” Currently, the channel is offering three different feeds to the consumers at Pantaloon, Big Bazaar/Food Bazaar and Home Town.
Speaking on the power of the consumer, Dasgupta said, “Future TV reaches out to people with wallet power. In the ambience of consumption, the reach is not only to socio economic classes, but also to people who have the purchasing power, which we define as wallet power. The upward economic growth has fuelled consumption in the society and wallet power complements SEC classification to reach out to people who have purchasing power.”
Future TV is being launched in phases, phase one sees the rollout of 1,000 screens across top eight markets. The company plans to roll out 10,000 screens in the next few months.
The Future TV logo attempts to unfold many aspects. Dasgupta explained that starting with the predominant morphing of the ‘V’ of TV into the golden bird, promising an experience that is uplifting, that is aspirational, that is beyond the ordinary. In the ambience of colour, the logo combines the eternal professional and steadfast blue-grey along with the ever-evolving and dynamic orange, signifying Future TV’s ability to connect on-ground realities of today with soaring aspirations of tomorrow.