RadioandMusic
| 25 Sep 2018
Live Viacom 18's INS to launch Emerge as a day-long festival in 2015

Integrated Network Solutions SVP and business head Jaideep Singh

2014 compared to 2013

In 2013, we built a strong foundation, while we spent 2014 scaling up our properties. Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what their preference of genre is. We started with 16 on-ground events in 2013 and have extended them to 210 events in 2014.

Vh1 Supersonic has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled from 27 to 30 December in Goa. MTV Bollyland has expanded to 12 city concerts from its original one-city format in Delhi, while MTV Live saw concerts with key Bollywood musicians in three different cities this year. EMERGE associated with international artists like Dismantle, Go Go Berlin and The Virginmarys on three-city tours leading to nine Dance Music show.

We signed 300 -450 artists, including artists that were signed for Vh1 Supersonic in 2014, which is a substantial rise compared to last year.

We have launched a Vh1 Supersonic app for Android users, and it will be soon available for iOS users. The app features details about Vh1 Supersonic Goa, club gigs and Arcade- from the line-up to music played to the location. Along with Vh1 Supersonic, it will also provide details of other dance music festivals taking place around the world.

Trends in 2014

Compared to last year, we have seen a growing interest for new live entertainment options. The growth has taken place in Tier II and III cities in India. This growing demand has increased the quality of live gigs.

Regional IP/ College gigs

Regional IPs does not require much in terms of production. We have not done much in that space but I believe that there is potential in that space.

We have received good response from college gigs and brands are always willing to contribute to such gigs. We have done 20-25 college gigs already; we plan to add five more under the Bollyland umbrella. In College’s there has been enough demand for Bollywood and EDM. But EDM has received more popularity over years.

Budget for 2014

The budget for the second year scaled up but it was not double the budget of the first year. We managed formats that did not cost us too much. We doubled our play but we are targeting a break even number.

MTV, Vh1 and CNBC

We air our IP business under a company and we started with a mandate to build each of our brands like Vh1 and MTV. For example, we have MTV for Bollyland. We started with a view to build our own brands and agenda. For properties lead by brands we are not looking at partnering with broadcast channels in a way that we work closely for MTV and Vh1. Emerge has partnered with CNBC but it does not clash with these channels.

Music IPs v/s Award based IPs

All of them have their own space. Award shows have their own space, but there is a lot of it happening there already. There is a space for music festivals and concerts- both of them have different spaces already.

VMAI

VMAI will take place pretty soon. Due to our set prioritises, VMAI had a gap. We want to make it different in terms of scale and though process yet another reason for delay.

International plans with music based IP

Bollyland has the potential to go international. We will and want to take our IPs outside India. If there is a possibility, we plan to extend it to Middle East or South East Asia, closer to home, for a start. As of now, nothing has been closed.

2015

We will make EMERGE a one-day festival which will be a multi-city event. In 2015, Live entertainment will grow on an even more rapid scale. We plan to reach-out to Tier II markets through our club and college gigs amongst others.

 

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Integrated Network Solutions (INS) is a wholly owned subsidiary of Viacom18 Media Pvt. Ltd, was launched in 2013. In less than two years, INS has 13 large format properties in the music and entertainment space engaging close to millions of fans across its 207 on-ground events. The division engaged more than 20 million individuals on the digital platform and a further 75 million on television.

In an interview with Radioandmusic.com’s Jescilia Karayamparambil, Singh discussed in detail about 2014 and his future plans.