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SITUATION

THE. SITUATION. MARKETING MTUNES | 2012 |. It’s all about the music. Cluttered environment , and how! 16 players, no tangible differentiators Music not ‘owned’ by MTunes Bollywood hits are Bollywood hits, belonging to Bollywood !

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SITUATION

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  1. THE SITUATION MARKETING MTUNES | 2012 |

  2. It’s all about the music • Cluttered environment, and how! • 16 players, no tangible differentiators • Music not ‘owned’ by MTunes • Bollywood hits are Bollywood hits, belonging to Bollywood! • No tangible differentiator with the music being played, the same available to all • Big boys play music, too • Music & dance based content an integral part of GECs • Multiple singing/ dance, celebrity & non-celeb led talent hunts Significant chunk of the GEC grid is also music

  3. MTunes: May 2011 - March 2012 • Launch in May 2011, with its functional benefits as its USP • Music in crystal clear clarity, full length Bollywood chartbusters in HD • Cast into consumer speak as DekhaKya on the channel • Communication largely on-air • Channel sign off • Celebrity speak • Prolonged test-run period, so to speak • No focussed consumer campaign • No trade communication in this period

  4. Other home truths • Curious case of the missing SEC • SEC CDE together contribute almost 60% of viewers as compared to an MTV (53%), 9X M (56%). Only B4U has a greater D/E dependence • Heavy skew towards DE; All other SECs (A,B,C) have a negative skew • No personalities on air, therefore, no brand equity rub-off • Other alternatives readily available for Trade

  5. The tasks at hand • Consumer • To establish MTunes as the ‘cool’ alternative to the other music channels by appealing to the right set of audiences not just on air but across other platforms • To generate interest/ awareness around the brand MTunes • To increase sampling of the channel • Trade • To establish MTunes as the new, premium alternative to the other music and niche channels, and consequently, garner larger share in niche channel space

  6. Approach • Establish MTunes as a premium product through its communication tonality • Design a focussed brand campaign to essentially appeal to sensitivities of SEC AB and Trade • Market the channel, not the shows • Create buzz; use it to convert the fringe viewers/ buyers/ clients into regular viewers/ buyers/ clients • Underline/ educate on the emerging “music only” genre • Activation at key trade outlets to stay top of mind • Talk to the audiences, catch them where they are • Smarter presence in social media space to talk to the consumers

  7. And what was again? • Music in crystal clear quality • Bollywood chartbusters in HD and digital sound • Full length and exclusive songs • Technical superiority over the others • Makes for a superb viewing and listening experience

  8. Therefore, the brand premise MTunes is everything the other channels are NOT or cannot be No VJs, no PJs, no old and archaic songs… only fresh music served in an awesomely brilliant HD avatar MTunes is music like never seen before MTunes is UNbelievable!

  9. THE The UNcampaign SITUATION

  10. THE The Trade push SITUATION

  11. Simultaneous trade activation Executing the campaign across trade sites/ publications to create maximum impact for business associates and consumers Additionally, activation across select media houses Evening with MTunes, complete with live performance, food and drinks And a gift of the massive MTunes drum kit to create more music in their lives!

  12. Snapshot: Resulting numbers The focussed campaign succeeded to strike a clear chord amongst the young and elite, as was instantly showcased through the viewership data, moving clearly towards SEC AB

  13. Not just a flash in the pan

  14. Even allowing us some cheekiness! Capitalizing on an existing viral on social networking sites Riding it to underline on the MTunes superiority at both the basic product offering of only music and its technical pluses

  15. Feel the music or Face the music! • Being pushed on-air since September 2012 • Exposing the trade to the same through the communication on mailers • More to come! Music Like Never Seen Before UNbelievable Feel the music Underlining on the tangible benefit for better consumer connect

  16. Continuous trade communication Customized personal emailersto select trade on an on-going basis from the Helios Sales team Additionally, PR push through the trade sites

  17. Snapshot: Brands on board

  18. THE Consumer Connect SITUATION

  19. MTunes, now at an FB near you! Although the internet penetration is just about 10%* of the country’s population, we are still talking huge numbers here A major chunk of the urban Youth population is sitting on Facebook, Twitter and YouTube MTunes, with its obvious tech affiliations, needs to stand for somebody as future digested as its young audiences And MTunes need to be talking to them, always!

  20. Talking to our audiences • Extending the presence from TV screen to real world • MTunes spokesperson from Helios running the communities/ forums/ YouTube channel/ Twitter account • Moving from the existing one-way communication to a hard-core, 24x7, two-way dialogue on anything and everything • Talking to the people that matter and making them feel important by reacting to them

  21. Snapshot: Social Media Entire social media being managed by Helios since June ’12 Highest reach taken from 34,000 to 83,000 Increase in the number of first time visitors Almost 5 times more comments on posts Viral reach taken from 40k to 70k+; Average virality at 10-12% Against the median virality rate of 1.92% for all FB pages; Anything upward of 2.5% is considered a good viralityrate Frequent contests, polls, discussions and picture posts Among the first to break trailers, songs, new virals, etc. due to constant mapping AND ALL THIS WITH ZERO SPENDS ON SOCIAL MEDIA!

  22. WIP: MTunes.com Dedicated MTunes destination on the web Work in progress, should be running in the next 4-6 weeks

  23. Coming Soon! Ground activation across Hindi speaking markets Strategic alliances to reinforce footprint Social media campaign Sampling driver exercise

  24. Charioting MTunes!

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