We can now look at flourishing subscription revenue: Nina Elavia Jaipuria, Viacom 18

Nina Elavia Jaipuria, Head – Hindi Mass Entertainment & Kids TV Network, Viacom 18, tells us about the decision to remove Rishtey and Rishtey Cineplex from Free-Dish and add them to 'Colors Wala Pack'

Nina Elavia Jaipuria

Viacom 18 recently moved Rishtey and Rishtey Cineplex out of Free Dish and absorbed it under the Colors' umbrella as pay channels. It is one of the major movements that happened after the new tariff order came into being. From March 1, the channels were rebranded as Colors Rishtey and Colors Cineplex. The aim is to establish themselves as a premium entertainment destination.

Speaking to exchange4media during the launch of the third season of Rising Star, Nina Elavia Jaipuria, Head – Hindi Mass Entertainment & Kids TV Network, Viacom18 explained why it was a conscious decision and how this will help them flourish subscription revenue.

Jaipuria explains, "It is a very conscious decision. The NTO has made a lot of us rethink our business models. We wanted to figure out what would be the best step forward for a broadcaster from the Hindi mass entertainment genre. There were a couple of reasons why we moved out of Free Dish. If you are FTA, it is a very difficult mechanism to survive and difficult to be carried. To me, it is like the FMCG model. If you are not in the shop, you are not to be bought. Similarly, you have to be on the cable or set-top box for you to be watched. That itself was challenging for FTA channels to be carried on the platform. To my mind, there is a lot of equity and value that has been driven into the ecosystem of the distribution, and transparency as well. Which means now we can actually look at flourishing subscription revenue. That was one of the other reasons why we decided to take Rishtey out of Free-Dish and make it a hardcore pay channel and optimise the monetisation. And what happens with that is that we are able to put back great content on the channel because of monetisation. Great content gives us ratings and great ratings give us advertising revenues. In this way, we monetise ad-sales as well as the subscription model."

Expanding further on why re-branding it with Colors made sense, she explained, "Colors was the most logical choice because it is a go-to consumer brand. It has an identity and perception with the consumer today. The moment you know it is under the Colors umbrella, there is a certain brand association and therefore it made utmost sense for us. It is our brand for Hindi adult entertainment for Viacom. So we decided all the channels should be under the brand umbrella named Colors. It was a very simple decision. It was our only foray into the movie genre. It also helps in the other perspective that, now we can premiere movies on the channel. and we have a whole lot of big movies coming up from the Viacom 18 stable. The FPC will look fresher because we don't have to wait for a year to put our content back.

Colors Cineplex has acquired the most anticipated films of the year such as Brahmastra, Student of the Year 2, RAW, Drive, The Body, Thackeray, Fraud Saiyaan and many more. The line-up also includes Hindi dubbed versions of blockbuster regional films like Mani Ratnam’s Chekka Chivantha Vaanam (Tamil), Kadaikutty Singam (Tamil), Kavacham (Telugu), Junga (Tamil), Charlie Chaplin (Tamil) and Seetharam Kalyana (Kannada) - all these apart from their huge library of movies.

When asked if a move like this will affect viewership, Jaipuri informs, " We have to admit that there will be millions of households who were watching this on Free-dish are not going to get it. At the same time, both these channels are available on our 'Colors Wala Pack' which is 22 channels Rs 1/day. Automatically, it will make it to the millions of households who will pay. So if we lose some, we will gain a lot as well."

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Advertisment

Advertisment

Advertisment