Regional channels today are garnering a lot of attention in the broadcast space. With digitisation offering a level playing ground for all the players, there are a lot of innovations and experimentations in terms of content and marketing that are being observed.
In conversation with exchange4media, Probal Gaanguly, Partner, Launch Pad talks about the content strategy for Bhojpuri music channel Hummra M, its viewership trends and how the channel has been faring post digitisation.
How would you describe the year 2012 for Hummra M? What, according to you, were the important milestones that will define the way forward?
Basically, the thought while conceptualising the channel was to cater to the regional viewers in their own language. The market that we are catering to is a typical market which doesn’t have enough Bhojpuri content. The channel has been given an international look, since we have noticed that regional channels haven’t got the desired respect till date. Hence, from the date it was launched in August, it started faring well in terms of numbers and more and more people liked it.
Could you elaborate on the content and the marketing strategy for the channel?
The content comprises hits from latest Bhojpuri movies with an international packaging. There are also 3D animations that have been created for the channel.
The marketing campaign for the channel largely involves on-ground activations, since the aim is to extend the reach to the grassroot level and reach out to the Bhojpuri speaking market. We also have a lot of innovative and interactive stuff on the channel for promotional purposes. At a later stage, we plan to undertake tie-ups with mobile platforms for greater viewer benefit. We are also looking for associations with the latest Bhojpuri movies for movie marketing as well.
How have you seen your marketing and programming strategy translate in terms of:
b. Advertising revenue
We are very happy with the viewership numbers, which proves to us that the channel is liked by the youth. We are constantly making efforts to bring refreshing content to our target viewers and perform better.
In terms of advertising revenue, we already have 25-odd clients with brands such as Colgate, TVS and so on, who are regularly advertising with us. We plan to get on board around 100 advertisers in the near future.
Post digitisation, how do you think the youth genre will evolve further in 2013? Will there be any major changes that will be observed?
Post digitisation, one of the most significant changes that we have observed is the availability of enough space on the bandwidth as well as better quality content. This has indeed affected us positively.
What are some of the new initiatives that we can expect from you in 2013?
There are two things that we are pursuing for this year. The first and the foremost is the launch of channels for different markets such as Punjab, West Bengal, and so on. The content and the programming strategy of these would be conceptualised depending on the environments and specific tastes of the target audience.
The second objective is to take our channel to much evolved platforms such as digital. Also, we are looking forward to associate with mobile platforms and develop applications to felicitate downloads.