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Live Viacom18 to enter new towns, launch new events

MUMBAI: Live Viacom18, Integrated Network Solutions’ (INS) live entertainment division, plans to introduce Indian audiences to new live entertainment formats as well as take its existing properties to new towns across the country.

Live Viacom18 has hosted over 30 events this year including Spiro and Bollyland. It plans to host as many as 300 events this year.

Said INS SVP and business head Jaideep Singh told, “This year we are aiming to increase the reach hours of content from 35 to 60 plus. We also have one new IP through Spiro and aim to take the extension deeper as well. We are in talks to develop new live entertainment formats.”

Its next project, the Chuckle Festival, is set to be held in June end. Singh plans to take this forward this year by bringing on board a big international act in combination with Indian acts.

Besides, the team will take Spiro to more Category A cities through club and campus formats. Some of these cities include Hyderabad, Chennai, Chandigarh and Indore.

On the whole, Live Viacom18 is looking to expand its presence to over 30 markets. While it will focus on more A towns for its international music formats such as Supersonic, for Bollyland the plan is to go deeper into Category B towns.

With more content, there will be more opportunity to create on-ground experiences through pre-event promotions. This, in turn, will provide an opportunity for more brand partnerships, explains Singh.

“The focus is to increase the experience level by creating more opportunities for brands to have a better ROI. From 40 plus brand partnerships, we are now looking at 60–70 partnerships,” he added.

Some of the brands that have come on board include Miller as the powered-by sponsor for Supersonic. Additionally, Royal Stag has renewed its partnership for Bollyland.

The plan is to add more experience areas using a mix of live, broadcast and digital mediums to create new business opportunities for artists. An example of this is the recent Mixify partnership, which will help Live Viacom18 get artists to perform in videos without them being present physically.

Additionally, Live Viacom18 is working on merchandising and brand associations with musicians.