Sagnik Ghosh of Star Bharat talks about the factors that helped the GEC reach the top position in a very short span of time. Gaurav Gandhi of Voot talks about the video-on-demand platform’s new brand and visual identity
CREATE AUDIENCE-CENTRIC CONTENT AND IT WILL FIND A PLACE IN THEIR HEARTS: SAGNIK GHOSH
Star Bharat, the Hindi GEC from the Star India stable, was reborn in August 2017 in a refreshed avatar over its earlier form of Life OK. It has reached the No. 1 spot in a span of 15 weeks, according to the latest BARC ratings. Sagnik Ghosh, Channel General Manager, Star Bharat talks about the reasons that have contributed in taking the GEC to the top spot in such a short time.
AUDIENCE-CENTRIC CONTENT: We launched Star Bharat with the intent of showcasing inspirational stories of strong and fearless characters that rise for the collective good. Before launching Star Bharat, we heavily invested in understanding the core Hindi GEC market and our consumers. We focused on creating content, not for specific audiences, but for the entire family. Four of our shows Kaal Bhairav Rahasya, Jiji Maa, Kya Haal Mr. Paanchal and Nimki Mukhiya are already amongst the top three shows in their respective slots. It only goes to show that when content is created keeping the audience at the centre, it is bound to find a place in their hearts.
‘BHULA DE DARR, KUCH ALAG KAR’: Our philosophy stands for overcoming fear and doing something different. Be it the inspiring journey of a happy-go-lucky girl Nimki who fights the patriarchy in her village to become the first woman mukhiya or the story of Vijay from Saam Daam Dand Bhed who single-handedly takes on the corrupt political system to fight injustice suffered by his family or the unwavering courage of an individual standing up against the tragedies caused by blind superstition and myths in the temple of Kaal Bhairav, our stories live and breathe the philosophy to inspire and move the audience to overcome fear in their own lives.
WHAT NEXT: Thrilled by the success of the channel, we have already extended our fiction programming to six days a week, Monday to Saturday. We are starting the year with a new launch - Jai Kanhaiya Lal Ki. It’s a story about a family in Kolkata, their problems and how the lovable protagonist Kanhaiya solves their issues and brings the family together. You will keep hearing about exciting stuff from us.
CHALLENGING STATUS QUO IS THE WAY FORWARD FOR VOOT: GAURAV GANDHI
Viacom18 has given its Video on Demand platform, Voot, a shot in the arm by adorning it with a new brand and visual identity. The core focus areas for the property, however, revolve around flexing its arm in the regional space, launching a premium service and foraying strategically into the international market. Gaurav Gandhi, COO, Viacom18 Digital Ventures talks about the big plans for Voot.
CHALLENGING THE STATUS QUO: We start 2018 by challenging the status quo on entertainment by raising the question ‘Why Not’? We believe users have the right to quality entertainment that keeps pace with their dynamic media consumption patterns and is completely controlled by them. Our new colour identity is purple, which symbolizes bold and powerful story-telling, high volumes of energy and a premium promise to our users.
THE RIGHT REGIONAL MIX: Voot has 32 million active users with over 50 minutes of watch time per viewer per day and regional expansion will help those numbers soar. The regional content focus will include Voot Regional Originals being produced across four key languages (Kannada, Tamil, Bangla and Marathi) and over 30+ shows on Voot Kids being made available across six languages (Kannada, Tamil, Bangla, Marathi in addition to English and Hindi).
THE PREMIUM SERVICE: We have managed to cement our position in the AVOD space and are now ready to offer the discerning user premium content, thereby exploring the SVOD space. Completely ad free, Voot’s premium service will include exclusive digital original content, international series and movies in addition to all content available through the regular service.
MAKING A GLOBAL MARK: Voot International will take Indian content to the world and will provide an immersive product experience that will include 50,000 hours of Viacom 18’s VOD library, Voot Originals, Indian Kids content and linear television channels (localized for each key market). The service will start rolling out in key markets from the second quarter of 2018.
