Real estate firm to launch a spiritual and holistic healing channel
MUMBAI: Real estate firm JOP Group is foraying into the television space with a channel on spirituality and holistic healing called Life Mantra.
Set to launch in August this year, the channel will present holistic content covering the body, mind and soul with a combination of lifestyle and spirituality to help audiences gain a positive outlook on life.
People behind the channel While
While Life Mantra is being led by CMD Bharat Agarwal, the creative brain behind the channel is JOP Networks director Urvi Agarwal whose background with E&Y has helped the company to understand the television space.
The current strength of the channel is 50 people, with Madhulika Agarwal leading the programming team. She was earlier with BAG Network and Fox International Channels in various programming roles.
The marketing will be looked after by Saurabh Dhingra while Helios Media has been assigned the marketing and sales mandate of the channel.
Content to have thin layer of spirituality
The content will mainly feature talk shows, documentaries, food and travel shows. The names of the anchors will be revealed at a later stage alongside an extensive on-ground marketing plan.
“The content will have a thin layer of spirituality that will take audiences back to their roots. We won’t just do a show for the sake of it, and they will connect audiences with their spiritual side,” Urvi Agarwal says.
The primetime of the channel will be between 7 and 8 pm. While it will air 30-minute programmes during the day, there will be 5–10-minute vignettes during the GEC primetime band.
According to Agarwal, this is because most viewers are very loyal to the fiction shows running on various channels and it will be difficult to pull them from there to the channel. Thus, while the ads are being aired on GECs, viewers can snack on the vignettes being aired on the channel.
Besides, the channel is following a hybrid model in terms of content production with most of its content being created in house and some shows by production houses in Mumbai. Although the channel is yet to find an aggregator with appropriate content, it will be open to only around 20–30 per cent of aggregation in the content model.
Distribution
Targeted at the age group of 25–45, Sec A&B, Life Mantra will be a free-to-air channel and distributed through all direct-to-home (DTH) and cable platforms.
Life Mantra will also be available on mobile through an application and on the web through its official website and on YouTube from the day of launch.
JOP Group aims to launch the channel in the international markets of Europe and America in 2015.
“We have seen strong demand for this content overseas and this will be a unique channel providing such content to viewers internationally as well. We are working on the international strategy,” elaborates Agarwal.
Brand placements the main revenue source
Being a free-to-air channel, the channel’s main source of revenue will be ads from brand placements in shows apart from YouTube streams. After a period of six to eight months, the channel will also explore revenue opportunities by syndication.
Marketing campaign
Going ahead, the channel will unveil a marketing campaign that will commence before the launch and will continue after it, revolving mainly around BTL activations.
The marketing activities include hoardings, print and TV ads, radio spots and a host of on-ground events in major cities like Mumbai, Delhi, Pune and Bengaluru. The events will be small festivals promoting holistic content, with the show anchors acting as hosts.
Real estate firm to launch a spiritual and holistic healing channel | TelevisionPost.com
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