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Viacom18’s INS aims to scale up its properties

MUMBAI: Integrated Network Solutions (INS), Viacom18’s two-year-old brand and network solutions division, aims to scale up its properties like MTV Xtreme.

The exercise commenced in 2014, with Supersonic going from one event to 110 events across the country.

“We spent a lot of time on our digital play. We also developed a Supersonic app which not only talks about our brand, the festival and artists, but also gives access to all fests across the world in the EDM space. We have also built Bollyland, Emerge, Xtreme and more,” said INS SVP and business head Jaideep Singh.

INS currently has 10–12 IPs across its three platforms, namely Live Viacom18, BE Viacom18 and Spotlight, each having a digital and content play.

INS’ Bollywood music fest Bollyland is on tour for 12 concerts while its underground property ‘Emerge’ is on a 20-club tour.

Besides, there is work going on for Kids Choice Awards and Video Music Awards. The team is also planning to rejig its comedy event Comedy Central Chuckle Festival.

“There are some more partnerships we are exploring and our plate is pretty full,” mentioned Singh.

INS had 15–16 brands and this year it already has about 50 brands on board across different properties. In terms of audience play, it had around 40–50 million on-air broadcast reach and reached 80–90 million by the end of 2014.

On the brand solution side, Vivo is a first-of-its-kind association for the end-to-end launch of a brand.

The partnership is also being extended to INS’ live properties and other broadcasting channels of the network. For example, Vivo has Bollyland for a mass play and Emerge is a little niche play in the top 7–8 markets. On the broadcast side, it has roped in sponsors for shows like ‘MTV Roadies’ (MTV) and ‘Comedy Nights with Kapil’ (Colors).

Explaining the logic behind such partnerships, Singh said, “Our agenda is to not go on doing traditional media work, which is media buying and creating. We will still have partnerships across boards and look at brands that need a holistic end-to-end solution.”

Speaking about the journey so far, Singh said that the first year was all about establishing its IPs and putting its foot in all areas of entertainment.

“The big play was how to create engaging entertainment with the clients and consumers. We conceived of a network product unit which would create strong products to be leveraged across the network and have a strong offering to engage with consumers,” he added.

INS also worked on the portfolio of Viacom18 Motion Pictures with brand integrations for ‘Bhaag Milkha Bhaag’, ‘Madras Café’, ‘Boss’ and a host of other films lined up for release this year.