In a scenario, when the broadcast industry is facing issues such as ad regulation, slow digitisation process and issues concerning distribution, RVS TV which was launched in May 2012, is gearing up to fill the void in the Telugu GEC space with some niche content.
In conversation with exchange4media, V Sunil Kumar, COO, RVS TV talks about the channel’s growth plans, content differentiation and strategies to attract a wider viewer base.
There are players like ETV which have been in the Telugu market for a long time. What prompted RVS TV start a GEC so late? What are the advantages that you see that will aid this initiative?
If you take ETV, they had the first-mover advantage. At that time, there was no other private player in the Telugu market and electronic medium was evolving. But today, the scenario is quite different with top three players rubbing shoulders in performance, having a frog race every week. There is a huge opportunity in GEC, as TRAI ruling on 10+2 will have supply vs demand gap in main channels, as Andhra Pradesh is P1 market for many advertisers, which has huge scope for second players based on how their performance stands. Lastly, with Andhra Pradesh having crowded news channels, the only space for better monetization is the GEC genre, though it is heavy investment model.
Could you elaborate on the programming and the marketing strategy of the channel?
Currently our focus is to connect to masses through lot of on-ground activities which will be more of film based, as Andhra Pradesh produces maximum films in a year. Our drive is to attract more viewers and increase stickiness factor in JFM period and in the next quarter we will be investing in sitcoms, fiction and reality shows. Marketing initiatives will be more on ground-connect than traditional mediums.
What would you say are the key differentiators for RVS TV?
The differentiator factor for our channel will be to make sure that our content is more youthful and also the star cast.
Tell us about some new shows that you plan to roll out.
One of our upcoming show is titled ‘Arambham’ and is all set to launch on January 26. This show is a sincere effort to bring meaningful content to the forefront.
With content research being built upon credible sources of information, Arambham aims to instigate the viewers thinking. Every episode in Arambham aims to educate the viewer about an unknown factor, focusing on various fields like politics, economics, entertainment, sports and business.
What are your focus areas for the year 2014?
Focus will be to make sure the channel is sampled by more viewers and parallely increasing the stickiness, which will reflect in TRP’s and get into excel sheets of media planners.