Epic, the segmented entertainment channel, launches its second phase of programming on July 6 with a focus on the 10 pm time slot. Mahesh Samat, Managing Director of Epic Television Networks, tells us how this time band will help strengthen the brand, while Sunil Lulla, Chairman and Managing Director of Grey Group India, talks about the creative campaign #EPICat10 and how it will help create awareness about the brand
BY SIMRAN SABHERWAL
Segmented entertainment channel Epic is all set to launch eight shows in its second phase, and remains true to its positioning of showcasing historical and mythological content. Launched on November 19, 2014, the strategy for the new launches, starting from July 6, is to get viewers to tune in to the 10 pm time slot, where well-known faces regale them with facts of history from the literary, film and sports field.
Looking back at the past seven months, Managing Director of Epic Television Networks, Mahesh Samat says, “We have been able to establish a separate positioning and our content is seen to be differentiated. The idea of doing content around history and mythology has resonated with a core group of viewers. Feedback from social chatter is also positive. We have seen a much better response than we expected from our non-fiction shows - Raja Rasoi Aur Anya Kahaniyaan, Ekaant and Kahi Suni.” He adds, “The real surprise was the fact that the positioning was understood better through our nonfiction content, and going forward, we will be doing some pioneering work in the non-fiction, documentary, docudrama space.”
RAISING AWARENESS
However despite the positive reviews, the awareness level for the channel remained low. With the objective to improve awareness, Epic roped in creative agency Grey Group India and launched the new campaign #EPICat10. The campaign highlights three shows - Stories by Rabindranath Tagore (hosted by film-maker Anurag Basu), Jaane Pehchaane with Javed Akhtar and Mid-Wicket Tales with Naseeruddin Shah, and aims to first draw attention to these shows and then to drive traction to other shows. The timing coincides with the transition the industry is going through in terms of ratings. Says Samat, “We had to explain the concept of the channel in a market where nobody is used to this type of branded and segmented offerings.
We realized that to be relevant and get reactions from consumers, we needed to drive them to a certain point.” He adds, “We found the10 pm slot is one of the most experimental slots on Television and a large number of viewers like to watch things other than soaps. This gave us an opportunity to try to own the 10 pm slot through unique programming and ideas. We have great anchors and story-tellers and hope to use these names to make the viewers understand what is on offer. We’re talking about history and mythology but for an urban, socially connected and aware audience. The range is for the entire family and that was an important objective of this campaign.”
MARKETING MANTRA
Grey worked with Epic before its launch, and helped seed the concept of Epic with the creation of ‘Epicgrams’ on the social media platform – i.e., historical stories in the form of editorial content put up on Facebook during the launch. With a stronger distribution in place, the emphasis is on the three shows to be telecast in the 10 pm slot - Stories by Rabindranath Tagore presents Tagore’s fictional content in a new way in terms of style and production values; Jaane Pehchaane with Javed Akhtar, hosted by the lyricist, recounts incidents that led to the evolution of the Indian film industry, and Mid-Wicket Tales with Naseeruddin Shah has the actor narrating themes around cricket.
Sunil Lulla, Chairman and Managing Director of Grey Group India says, “For the promotion of Epic, we wanted to get ‘10’ into people’s heads. Every channel has pushed a time slot and has tried to do things creatively and differently.” Talking about the creative aspects of #EPICat10, Lulla says, “We have got the three protagonists to cue in the time. When you see the campaign, the three hosts make the symbol of 10 with their hands to drive home the point. When you hear the narrative of the communication, it builds on intrigue. It starts a story and doesn’t complete it... for instance, the narrative comes to an edge and the anchor abruptly says ‘Yeh sari baatein main aap ko bata kyun raha hun? Maaf kijeyega abhi 10 nahi baje hein’ and stops.”
With significant marketing spends, a multi-media marketing plan has been designed. Innovative methods of marketing, particularly on the Digital platform, have been executed. Says Lulla, “If you see any of the spots and if you use the skip button, the message says that don’t do that because you have to get to 10 pm. As most people use the skip button, this has been clearly integrated in a different fashion so that you can’t skip this.” In addition, Epic has also started a contest #dotheten to intrigue viewers.
Epic has also decided to stick with two hours of original programming per day. As per this, other shows, namely Ekaant (Season 2), Raja Rasoi Aur Anya Kahaaniya (Season 2), Time Machine, Lootere Bandits of British India, Epic ke Dus and Back to Flashback - with actor Javed Jaffrey re-visiting and giving his take on the songs from the 90s, are also on the anvil. These will be promoted on the 10 pm slot. According to Lulla, “A lot of people haven’t spent time on Epic and if this gets them there, then 95% of the job is done. The first job is to get people to see it, because once they see the refined product, it will drive the audience to sample other products.”
APPEALING NUMBERS
At launch, Epic had set up a target of 50,000 households in distribution, which Samat says was achieved. The channel is presently available on all DTH platforms and through all the significant cable players. With the core target group being 22-44 year-old urban Indian males, Epic has managed to gain traction among SEC AB in Madhya Pradesh, Bihar and Uttar Pradesh. With this TG, Epic has also found appeal with a wide range of advertisers such as consumer durables and financial services. But with low awareness translating into low ratings, and not having still reached the level expected, Epic has been a little cautious in approaching advertisers. Says Samat, “We don’t want to rush out and take advertisers at differential rates. It’s still early days and we will probably have a better idea by end of August on where we stand from an advertising standpoint.”
While subscription revenue has to still deliver, a revenue stream which has not just delivered but exceeded expectations is syndication. Epic has done deals in Indonesia, Middle East and Pakistan and has also got a global deal with a major network. On subscription, Samat says, “The way we are constructing this product, I want it to be a subscription driven product. In the next three years, I expect subscription to play a bigger role.”
Epic is looking at the Digital space and is looking to reach the Indian diaspora through mobile apps rather than Television channels across the world. The channel is also exploring the OTT and IPTV space. “The number of places to monetize is increasing dramatically and it is actually a good time to be a content player,” says Samat.
On a final note, Lulla says, “People have noticed the campaign and content will play a role once the product is sampled. Our job is to get audiences to notice and we are trying to do that and keep them engaged. I am pretty convinced the work will prove itself worthy.”
On his part, Samat says, “Our target is to be in the basket of favourite channels. That is really important for us as we need to establish ourselves as a brand that offers great stories. The important thing is when the viewer comes on Epic, he should be clear what kind of shows are on offer and he/she should have those expectations. We are staying true to the positioning, trying to be relevant and pushing the 10 pm slot to get actionable awareness.”
Feedback: simran.sabhereal@exchange4media.com
