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MUMBAI: Integrated Network Solutions
(INS), Viacom18’s two-year-old brand and
network solutions division, aims to scale up
its properties like MTV Xtreme.
The exercise commenced in 2014, with
Supersonic going from one event to 110
events across the country.
“We spent a lot of time on our digital play.
We also developed a Supersonic app which
not only talks about our brand, the festival
and artists, but also gives access to all
fests across the world in the EDM space. We
have also built Bollyland, Emerge, Xtreme
and more,” said INS SVP and business head
Jaideep Singh.
INS currently has 10–12 IPs across its three
platforms, namely Live Viacom18, BE
Viacom18 and Spotlight, each having a
digital and content play.
INS’ Bollywood music fest Bollyland is on
tour for 12 concerts while its underground
property ‘Emerge’ is on a 20-club tour.
Besides, there is work going on for Kids
Choice Awards and Video Music Awards. The
team is also planning to rejig its comedy
event Comedy Central Chuckle Festival.
“There are some more partnerships we are
exploring and our plate is pretty full,”
mentioned Singh.
INS had 15–16 brands and this year it
already has about 50 brands on board across
different properties. In terms of audience
play, it had around 40–50 million on-air
broadcast reach and reached 80–90 million
by the end of 2014.
On the brand solution side, Vivo is a first-
of-its-kind association for the end-to-end
launch of a brand.
The partnership is also being extended to
INS’ live properties and other broadcasting
channels of the network. For example, Vivo
has Bollyland for a mass play and Emerge is
a little niche play in the top 7–8 markets.
On the broadcast side, it has roped in
sponsors for shows like ‘MTV
Roadies’ (MTV) and ‘Comedy Nights with
Kapil’ (Colors).
Explaining the logic behind such
partnerships, Singh said, “Our agenda is to
not go on doing traditional media work,
which is media buying and creating. We will
still have partnerships across boards and
look at brands that need a holistic end-to-
end solution.”
Speaking about the journey so far, Singh
said that the first year was all about
establishing its IPs and putting its foot in all
areas of entertainment.
“The big play was how to create engaging
entertainment with the clients and
consumers. We conceived of a network
product unit which would create strong
products to be leveraged across the network
and have a strong offering to engage with
consumers,” he added.
INS also worked on the portfolio of
Viacom18 Motion Pictures with brand
integrations for ‘Bhaag Milkha Bhaag’,
‘Madras Café’, ‘Boss’ and a host of other
films lined up for release this year.
Viacom18’s INS aims to scale up its properties | TelevisionPost.com
(INS), Viacom18’s two-year-old brand and
network solutions division, aims to scale up
its properties like MTV Xtreme.
The exercise commenced in 2014, with
Supersonic going from one event to 110
events across the country.
“We spent a lot of time on our digital play.
We also developed a Supersonic app which
not only talks about our brand, the festival
and artists, but also gives access to all
fests across the world in the EDM space. We
have also built Bollyland, Emerge, Xtreme
and more,” said INS SVP and business head
Jaideep Singh.
INS currently has 10–12 IPs across its three
platforms, namely Live Viacom18, BE
Viacom18 and Spotlight, each having a
digital and content play.
INS’ Bollywood music fest Bollyland is on
tour for 12 concerts while its underground
property ‘Emerge’ is on a 20-club tour.
Besides, there is work going on for Kids
Choice Awards and Video Music Awards. The
team is also planning to rejig its comedy
event Comedy Central Chuckle Festival.
“There are some more partnerships we are
exploring and our plate is pretty full,”
mentioned Singh.
INS had 15–16 brands and this year it
already has about 50 brands on board across
different properties. In terms of audience
play, it had around 40–50 million on-air
broadcast reach and reached 80–90 million
by the end of 2014.
On the brand solution side, Vivo is a first-
of-its-kind association for the end-to-end
launch of a brand.
The partnership is also being extended to
INS’ live properties and other broadcasting
channels of the network. For example, Vivo
has Bollyland for a mass play and Emerge is
a little niche play in the top 7–8 markets.
On the broadcast side, it has roped in
sponsors for shows like ‘MTV
Roadies’ (MTV) and ‘Comedy Nights with
Kapil’ (Colors).
Explaining the logic behind such
partnerships, Singh said, “Our agenda is to
not go on doing traditional media work,
which is media buying and creating. We will
still have partnerships across boards and
look at brands that need a holistic end-to-
end solution.”
Speaking about the journey so far, Singh
said that the first year was all about
establishing its IPs and putting its foot in all
areas of entertainment.
“The big play was how to create engaging
entertainment with the clients and
consumers. We conceived of a network
product unit which would create strong
products to be leveraged across the network
and have a strong offering to engage with
consumers,” he added.
INS also worked on the portfolio of
Viacom18 Motion Pictures with brand
integrations for ‘Bhaag Milkha Bhaag’,
‘Madras Café’, ‘Boss’ and a host of other
films lined up for release this year.
Viacom18’s INS aims to scale up its properties | TelevisionPost.com
