Dileep Kumar
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MUMBAI: Ever imagined talking to Aamir Khan while watching his film? Thanks to the broadcasters who have now started taking the digital approach seriously, the dream is turning into a reality for many.
For the country which eats, sleeps and breathes movies, it will be unwise of movie channels to not create a connection between the two. Multi-screening is a reality today and media planners believe that if one needs to survive in today’s digital age then a broadcaster needs to be available on all the platforms.
Taking a cue from changing consumption patterns, the increasing number of middle-income households and the propensity of consumers to spend on leisure and entertainment, channels today are pursuing two important facets - innovation and interaction.
A case in point is &Pictures, from the Zeel stable, which for Aamir Khan’s first unreleased movie,Chale Chalo, invited fans of the movie and the actor together and gave them the opportunity to watch the movie along with Khan himself.
Chale Chalo, a documentary film, based on the making of Khan’s Oscar nominated movieLagaan,became a talking-point even before it was aired on the channel. The buzz created on the social media and the chance to speak to the actor during live dial-ins achieved an unbelievable ratings. “No one expected a documentary film to garner more viewership than the original film,” says pleased Zeel executive vice president - marketing, national channels Akash Chawla.
“Until a few year ago, only News channels had an option of live dial-ins, but since second screen is becoming an important part of viewing today and is becoming a reality in India as well, we had to go beyond the usual,” he adds.
The concept of bringing high-level of interactivity was later also used by Sony Entertainment Television for the premiere ofDhoom 3. The channel wanted to interact with its younger audience and hence, invited kids for a live call-in to the Dhoom star, Aamir Khan.
In an earlier interview to i ndiantelevision.com, Sony Max senior VP and business head Neeraj Vyas had said that the use of digital space has became a kind of a case study for them. “Even post the IPL, we have some very aggressive plans. We were the first ones to have live tweets during the telecast ofJab Tak Hai Jaan. We got close to 2,500 responses. We also had Twitter contests called #TalaashHunt forTalaash. Through the contest we added around 11,545 followers from 11 to 14 July, 2013, the day the movie was telecast,” he had said then.
Recently, Sony Max showcased a special programmePancham - Mujhey Chaltey Jaana Haithat showcased never-seen-before nuggets about Rahul Dev Burman aka Pancham Da.
The channels know that viewers today want more than just plain-vanilla movie watching experience. &Pictures created a crowd-sourcedOnline Milo Sajnaduring its launch a year ago, where viewers wrote a script and the channel shot the best one and showcased it online. It added another feather in its cap with a blogger activity in a train for the movieChennai Express.
However, the new trend isn’t as simple as one might think of. Depending on projects, teams (research and digital) sit together to ideate and come up with tactical measures to woo viewers. Channels are even earmarking a certain amount ranging from 10 to 20 per cent of the total marketing budget on these projects.
“Anything innovative always catches advertisers fancy,” says Zee’s chief sales officer Ashish Sehgal while adding that the brands too want to interact with viewers and hence, are eager to advertise on such innovations.
Read More:-http://www.indiantelevision.com/television/tv-channels/gecs/interactive-programming-the-new-trend-140705
For the country which eats, sleeps and breathes movies, it will be unwise of movie channels to not create a connection between the two. Multi-screening is a reality today and media planners believe that if one needs to survive in today’s digital age then a broadcaster needs to be available on all the platforms.
Taking a cue from changing consumption patterns, the increasing number of middle-income households and the propensity of consumers to spend on leisure and entertainment, channels today are pursuing two important facets - innovation and interaction.
A case in point is &Pictures, from the Zeel stable, which for Aamir Khan’s first unreleased movie,Chale Chalo, invited fans of the movie and the actor together and gave them the opportunity to watch the movie along with Khan himself.
Chale Chalo, a documentary film, based on the making of Khan’s Oscar nominated movieLagaan,became a talking-point even before it was aired on the channel. The buzz created on the social media and the chance to speak to the actor during live dial-ins achieved an unbelievable ratings. “No one expected a documentary film to garner more viewership than the original film,” says pleased Zeel executive vice president - marketing, national channels Akash Chawla.
“Until a few year ago, only News channels had an option of live dial-ins, but since second screen is becoming an important part of viewing today and is becoming a reality in India as well, we had to go beyond the usual,” he adds.
The concept of bringing high-level of interactivity was later also used by Sony Entertainment Television for the premiere ofDhoom 3. The channel wanted to interact with its younger audience and hence, invited kids for a live call-in to the Dhoom star, Aamir Khan.
In an earlier interview to i ndiantelevision.com, Sony Max senior VP and business head Neeraj Vyas had said that the use of digital space has became a kind of a case study for them. “Even post the IPL, we have some very aggressive plans. We were the first ones to have live tweets during the telecast ofJab Tak Hai Jaan. We got close to 2,500 responses. We also had Twitter contests called #TalaashHunt forTalaash. Through the contest we added around 11,545 followers from 11 to 14 July, 2013, the day the movie was telecast,” he had said then.
Recently, Sony Max showcased a special programmePancham - Mujhey Chaltey Jaana Haithat showcased never-seen-before nuggets about Rahul Dev Burman aka Pancham Da.
The channels know that viewers today want more than just plain-vanilla movie watching experience. &Pictures created a crowd-sourcedOnline Milo Sajnaduring its launch a year ago, where viewers wrote a script and the channel shot the best one and showcased it online. It added another feather in its cap with a blogger activity in a train for the movieChennai Express.
However, the new trend isn’t as simple as one might think of. Depending on projects, teams (research and digital) sit together to ideate and come up with tactical measures to woo viewers. Channels are even earmarking a certain amount ranging from 10 to 20 per cent of the total marketing budget on these projects.
“Anything innovative always catches advertisers fancy,” says Zee’s chief sales officer Ashish Sehgal while adding that the brands too want to interact with viewers and hence, are eager to advertise on such innovations.
Read More:-http://www.indiantelevision.com/television/tv-channels/gecs/interactive-programming-the-new-trend-140705
