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News |  24 Jun 2013 18:10 |  By RnMTeam

Viacom 18 strengthens hold in live music market

MUMBAI: Leading media conglomerate Viacom18 is all set to  strengthen its live music business.

To add more Intellectual properties  to Viacom 18 Live, the group recently launched its new business division- Integrated Network Solutions (INS).

Speaking with Radioandmusic.com, Viacom18 Integrated Network Solutions sr vice-president and business head Jaideep Singh said, “We have couple of large audience format planned that caters to 5000 -20,000 audience. The properties cannot be named as of yet as we have not locked in the talent. But the scale that we have planned, we will have three large formats planned for different genres in MTV that would be mix of Indian and international music. Similarly, for Vh1 we are looking at comedy, pop, rock and jazz – this will be the area we will work in and get these acts in India."

“From next year, we will have four to six large open air properties to launch between MTV and Vh1. The detail of the large-open air properties will be out very soon by next month or so,” Singh added.

Viacom18 Live, a subdivision under INS, has conceptualized ‘Emerge’ in association with Vh1 and Reliance Trends. ‘Emerge’ is an underground property that will engage audience through live international music events every two months. With the introduction of ‘Emerge’, Viacom18 Live is also working towards large format international IP across music genres starting Sep’13.

'Emerge’ commenced its first live event on the occasion of World Music Day with the musician from Cape Town, Jeremy Loops. “I am very excited to be in India and excited to know that I am the first artistes to be part of this property,” Loops said.

Singh added, “We saw Jeremy in Los Angeles during the music conference and we decided to bring this talented artistes to India.”

The aim of 'Emerge' is to give budding talents a platform and get them recognition among the Indian audience. “This property is not huge as it is club-based property catering to 500-1000 audience and this property will not be used to make revenue as for that we have planned large open-air gigs,” said Singh.

We have planned to promote the artistes part of 'Emerge' in Vh1 social sites and have their videos played on the channel.  This video of the live performance in India will be played for seven to ten days on Vh1 and will be a short video. “We will partner with radio on a long-run,” added Singh.

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