SIT
UATIO NTHE
It’s all about the music
• Cluttered environment, and how!– 16 players, no tangible differentiators
• Music not ‘owned’ by MTunes– Bollywood hits are Bollywood hits, belonging to Bollywood!– No tangible differentiator with the music being played, the same
available to all• Big boys play music, too
– Music & dance based content an integral part of GECs– Multiple singing/ dance, celebrity & non-celeb led talent hunts
Significant chunk of the GEC grid is also music
SIT
UATIO NTHE MTunes: May 2011 - March
2012• Launch in May 2011, with its functional benefits as its USP
– Music in crystal clear clarity, full length Bollywood chartbusters in HD• Cast into consumer speak as Dekha Kya on the channel• Communication largely on-air
– Channel sign off– Celebrity speak
• Prolonged test-run period, so to speak • No focussed consumer campaign• No trade communication in this period
SIT
UATIO NTHE
Other home truths
• Curious case of the missing SEC– SEC CDE together contribute almost 60% of viewers as compared to an
MTV (53%), 9X M (56%). Only B4U has a greater D/E dependence– Heavy skew towards DE; All other SECs (A,B,C) have a negative skew
• No personalities on air, therefore, no brand equity rub-off• Other alternatives readily available for Trade
SIT
UATIO NTHE
The tasks at hand
• Consumer– To establish MTunes as the ‘cool’ alternative to the other music
channels by appealing to the right set of audiences not just on air but across other platforms
– To generate interest/ awareness around the brand MTunes– To increase sampling of the channel
• Trade– To establish MTunes as the new, premium alternative to the other
music and niche channels, and consequently, garner larger share in niche channel space
SIT
UATIO NTHE
Approach
• Establish MTunes as a premium product through its communication tonality– Design a focussed brand campaign to essentially appeal to sensitivities
of SEC AB and Trade
• Market the channel, not the shows– Create buzz; use it to convert the fringe viewers/ buyers/ clients into
regular viewers/ buyers/ clients– Underline/ educate on the emerging “music only” genre– Activation at key trade outlets to stay top of mind
• Talk to the audiences, catch them where they are– Smarter presence in social media space to talk to the consumers
SIT
UATIO NTHE
And what was again?
• Music in crystal clear quality– Bollywood chartbusters in HD and digital sound– Full length and exclusive songs – Technical superiority over the others– Makes for a superb viewing and listening experience
SIT
UATIO NTHE Therefore, the brand
premise• MTunes is everything the other channels are NOT or cannot be• No VJs, no PJs, no old and archaic songs… only fresh music
served in an awesomely brilliant HD avatar• MTunes is music like never seen before• MTunes is UNbelievable!
SIT
UATIO NTHE Simultaneous trade
activation• Executing the campaign across trade
sites/ publications to create maximum impact for business associates and consumers
• Additionally, activation across select media houses
• Evening with MTunes, complete with live performance, food and drinks
• And a gift of the massive MTunes drum kit to create more music in their lives!
SIT
UATIO NTHE Snapshot: Resulting
numbers• The focussed campaign
succeeded to strike a clear chord amongst the young and elite, as was instantly showcased through the viewership data, moving clearly towards SEC AB
SIT
UATIO NTHE Even allowing us some
cheekiness! • Capitalizing on an existing viral
on social networking sites• Riding it to underline on the
MTunes superiority at both the basic product offering of only music and its technical pluses
SIT
UATIO NTHE Feel the music or Face the
music!• Music Like Never Seen Before UNbelievable Feel the music• Underlining on the tangible benefit for better consumer connect
• Being pushed on-air since September 2012• Exposing the trade to the same through
the communication on mailers• More to come!
SIT
UATIO NTHE Continuous trade
communication• Customized personal emailers to select trade on an on-going
basis from the Helios Sales team• Additionally, PR push through the trade sites
SIT
UATIO NTHEMTunes, now at an FB near
you!• Although the internet penetration is just about 10%* of the
country’s population, we are still talking huge numbers here• A major chunk of the urban Youth population is sitting on
Facebook, Twitter and YouTube• MTunes, with its obvious tech affiliations, needs to stand for
somebody as future digested as its young audiences• And MTunes need to be talking to them, always!
SIT
UATIO NTHE
Talking to our audiences
• Extending the presence from TV screen to real world• MTunes spokesperson from Helios running the communities/
forums/ YouTube channel/ Twitter account– Moving from the existing one-way communication to a hard-core,
24x7, two-way dialogue on anything and everything
• Talking to the people that matter and making them feel important by reacting to them
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UATIO NTHE
Snapshot: Social Media
• Entire social media being managed by Helios since June ’12• Highest reach taken from 34,000 to 83,000• Increase in the number of first time visitors• Almost 5 times more comments on posts• Viral reach taken from 40k to 70k+; Average virality at 10-12%
– Against the median virality rate of 1.92% for all FB pages; Anything upward of 2.5% is considered a good virality rate
• Frequent contests, polls, discussions and picture posts• Among the first to break trailers, songs, new virals, etc. due to
constant mapping• AND ALL THIS WITH ZERO SPENDS ON SOCIAL MEDIA!
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UATIO NTHE
WIP: MTunes.com
• Dedicated MTunes destination on the web• Work in progress, should be running in the next 4-6 weeks
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UATIO NTHE
Coming Soon!
• Ground activation across Hindi speaking markets• Strategic alliances to reinforce footprint• Social media campaign• Sampling driver exercise