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Viacom18 creates platform to offer one-stop solutions for advertisers

Harnessing the strength of the network, Integrated Network Solutions (INS) will create new properties and impact solutions for clients

BestMediaInfo Bureau | Delhi | April 29, 2013

Viacom18 has launched a new business stream, Integrated Network Solutions (INS), which will work across the network’s properties/brands to offer customised brand solutions by creating large format IPs and brand solutions for clients. With a team of 30-35 people present in key markets across the country, the vertical will offer clients a strategic level partnership across genres.

Jaideep Singh

Speaking on the idea behind setting up INS, Jaideep Singh, SVP and Business Head, Integrated Network Solutions, Viacom18, said, “Since the formation of Viacom18, a JV between Viacom and Network18, all of its brands have grown exponentially over the last four-five years. Viacom18 is uniquely positioned network which has strong brands in each genre including movie business. Now it has added ETV’s five GECs marking its foray in regional markets. Harnessing the strength of the network is at the core of the formation of Integrated Network Solutions which will create new properties and impact solutions for clients.”

 It will be done through two verticals – Viacom18 Live and Brand Engagement (BE) Viacom18. Viacom18 Live essentially is to build the live business and properties across all the brands in the network. As for example, MTV has 3-4 live intellectual properties, first being MTV Video Music Awards. Properties in pipeline are MTV World Stage, Vh1 Jazz festival, Vh1 God of Guitar, Comedy Central Comedy Festival, Comedy Central Comedy Nights, Nickelodeon Kids Choice Awards, large format concerts with VH1 and a few properties in the regional space. “Overall, we aim to create 25-30 live IP properties over the next one year. It’s also important to mention that Viacom18 Live will co-create and co-own the IP properties with content at core but it will be different from broadcast ideas,” Singh told

BE Viacom 18 is the international arm of Viacom 18 that creates global properties with strategic partnerships with clients across markets and across channels. In India, it will be called BE Viacom18 which will be the broadcast side of IP creation and impact solutions creation for clients. It will offer the content format or show ideas which can be produced across different genres. BE Viacom18 will be able to launch a brand across the network using content integration including series of short content or mixed format ideas. Besides on-air properties, BE Viacom18 is equipped to do on-ground activations and digital using innovative brand launch ideas.

Another platform is movies from the Viacom18 Motion Pictures stable where BE Viacom18 will create impact solutions for clients around movies. “Since we have a strong marketing team, and creative and production capacity, we can create a whole 360 degree solution for clients ranging from movie, viral content around it, short form content, spot ideas, on-ground activations packaged and delivered in one go across our network. That makes the whole process easier for the clients,” said Singh.

The third offering from BE Viacom18 is solutions provided on a global level for multinational clients. It will use the entire Viacom network properties spread across the globe.

Additionally, all the impact properties, innovations and integrations at regional level across the five ETV channels are being executed by BE Viacom18 where Bigg Boss, Jhalak Dikhla Ja and KBC have been launched on regional channels of Viacom18.

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