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Live Viacom18’s growth in 2 years

MUMBAI: Launched in 2013, Integrated Network Solutions (INS) has grown at a swift pace. In less than two years, the business unit has created around 13 large format properties in the music and entertainment space engaging fans across its 207 on-ground events.

INS’ platform Live Viacom18 is set to take engaged entertainment to a new scale in India in its second year.

What started as 16 on-ground events in 2013 has extended to 210 events in 2014. Its upcoming music festival Vh1 Supersonic, which began as a year-end festival, is now an IP which has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled from 27 to 30 December in Goa.

In its second year, the fest will feature a line-up of 140 artists in Goa. Moreover, INS has also launched a dedicated ‘Vh1 Supersonic’ application for Android devices. The app will not only display information on the artists and line-up for the Supersonic music fest; it will also showcase information of other EDM music fests across the world.

INS SVP and business head Jaideep Singh said, “At Viacom18, we believe that the future of entertainment is engaged entertainment. While in 2013, we built a strong foundation, we spent 2014 scaling up our properties. Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what their preference in genre. Thus we are taking our properties to tier II markets, to clubs, to colleges amongst others. It’s exciting times of Viacom18 and we believe in 2015 live entertainment will grow at an even more rapid scale.”

Taking the Supersonic experience a step ahead, digital entertainment store Hungama.com has come on board as the official digital partner.

The strategic partnership is for over 60 events including the Supersonic music fest. Through the partnership, the two brands will roll out exclusive content across Hungama’s digital properties over the first quarter of 2015.

The partnership, which includes 30 club events and 30 college events till March 2015, will begin with the Vh1 Supersonic Goa fest in December 2014.

With this partnership, a Supersonic radio station across Hungama.com’s digital properties will be launched which will feature EDM music’s best hits and favourite artists. Within the first quarter of 2015, the partnership will witness the brands providing jointly curated content for EDM lovers across digital platforms.

Hungama.com will also conduct on-ground and social media contests and will present gratification in the form of pass upgrades, merchandise and more to the winners.

Hungama.com CEO Siddhartha Roy said, “As the leading platform for digital entertainment, at Hungama we constantly strive to look for content that appeals to the dynamic listening choice of our users, especially the youth. EDM is one of the most popular music genres at present. We are glad to partner with Supersonic, and bring some of the best tracks from the genre to our subscribers.”

Earlier this month, INS helped global smartphone manufacturer VIVO entered India. “Viacom18 is doing path-breaking work in the brand solutions space. Vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client,” Singh added.