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Viacom18 looks to build ‘network’ brand with viewers

23-April-2012
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Viacom18 looks to build ‘network’ brand with viewers

Viacom18, the five-year old joint venture between Viacom and Network18, houses six channels doing well in their specific genres at present. The company is expected to soon foray into regional space as well. Given the range of its offering, Viacom18 has taken an interesting step to build on the network’s brand equity with viewers. The company has added network ids to its channel and its movie offering, Viacom18 Motion Pictures.

Viacom28 channel’s include Hindi general entertainment channel Colors, youth brand MTV, music and lifestyle channel VH1, kids channel Nick, the recently launched animation channel for young adults Sonic and English comedy channel Comedy Central.

Since 7.00 PM of April 21, 2012, Viacom18 channels have been playing a 10-sec channel specific network station id across all its channels. For some, this is done at the top of every hour and for some, every half hour. The company will also play a special 30-second spot before the release of every movie from Viacom18 Motion Pictures.

Viacom18 Motion Pictures is designed to be a new-age motion picture brand that produces, acquires and distributes Hindi films. The latest release from the company was Vidya Balan starrer ‘Kahaani’.

Viacom18’s foray into the regional space will add more brands to its portfolio.

Speaking to exchange4media on the purpose that network station id will serve, Raj Nayak, CEO, Colors, the flagship brand of Viacom18 said, “Having established individual identity for each brand, we felt it would be a good idea to showcase the variety of content that comes from the Viacom18 network and let the world know that we all belong to the same family.”

According to Nayak, the network id will help Viacom18 reiterate the strength of its various ventures that meet the entertainment needs of Viacom18 audiences, across geographies and demographics. “This will help us create awareness about the stature of Viacom18 as a strong media brand,” he explained.

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