SITUATION THE MARKETING MTUNES | 2012 |. SITUATION THE It’s all about the music Cluttered environment, and how! – 16 players, no tangible differentiators.

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MARKETING MTUNES | 2012 |

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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

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UATIO NTHE 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 Dekha Kya 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

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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

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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

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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

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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

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UATIO NTHE 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!

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The UNcampaign

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ONTHEThe Trade

push

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UATIO NTHE 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!

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UATIO NTHE 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

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Not just a flash in the pan

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UATIO NTHE 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

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UATIO NTHE Feel the music or Face the

music!• Music Like Never Seen Before UNbelievable Feel the music• Underlining on the tangible benefit for better consumer connect

• Being pushed on-air since September 2012• Exposing the trade to the same through

the communication on mailers• More to come!

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UATIO NTHE Continuous trade

communication• Customized personal emailers to select trade on an on-going

basis from the Helios Sales team• Additionally, PR push through the trade sites

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Snapshot: Brands on board

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ONTHEConsumer Connect

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UATIO NTHEMTunes, 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!

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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

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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 virality rate

• 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!

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WIP: MTunes.com

• Dedicated MTunes destination on the web• Work in progress, should be running in the next 4-6 weeks

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Coming Soon!

• Ground activation across Hindi speaking markets• Strategic alliances to reinforce footprint• Social media campaign• Sampling driver exercise

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Charioting MTunes!