Top Story

e4m_logo.png

Home >> Media - TV >> Article

UTV Broadcasting restructures operations, to intensify sales focus

29-December-2009
Font Size   16
Share
UTV Broadcasting restructures operations, to intensify sales focus

It’s been two months since MK Anand took charge as CEO at UTV Broadcast, which currently includes UTV Movies, UTV World Movies, Bindass Movies and UTV Bindass and the recently-launched UTV Action. Anand’s agenda at UTV begins with looking at all UTV business standalone. Hence, the decision to launch UTV Action, a channel that will showcase action movies and will eventually replace Bindass Movies.

One reason for discontinuing with Bindass Movies is that both Bindass and Bindass Movies had become twin brands. Thus, the deal now is just to focus on Bindass as an entertainment channel. Anand explained, “Bindass cannot be about delivery, it has to be about the brand.”

To achieve this, there has been an internal restructuring, wherein Heather Gupta, who was earlier the Business Head of Bindass and Bindass Movies, will now only focus on Brand Bindass and work towards realising the new ambition of the brand. Similarly, Sameer Ganapathy will head UTV Movies, UTV Action and UTV World Movies. As per industry reports, Deepak Lamba is also all set to join BloombergUTV as Business Head in January 2010. The news channel is also looking for someone to spearhead the sales function.

As per the new structure, all the channels will have a dedicated sales head, who would report to the business heads and to Group Sales Head Nikhil Gandhi.

Anand also plans to prioritise the sales function of the company. He said, “UTV was already on the growth path and this was perhaps one company for whom recession was over as early as January 2009. The steps that UTV had taken to ramp up its presence were robust, but my belief is that there was a need to revisit the focus on the sales function.”

Anand is confident that in December, Bindass will produce the highest ever ad sales figure ever done by the channel. He asserted that there would be a 40 per cent increase in sales this year.

Bindass also aims to have a 25-50 per cent reach as other youth channels enjoy that kind of reach as well.

Anand shared that the whole restructuring exercise was done to break even. As of now, only UTV Movies is breaking even, while UTV World Movies will break even soon. Anand is hopeful of UTV Action achieving break even within 6-9 months of its launch.

Also read:

UTV to bring in some adrenaline rush with UTV Action from January 1, 2010

MK Anand joins UTV Broadcast as CEO; eyes breakeven in 18 months

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...