Live Viacom18 gears up for 2016, set to rock with VH1 Supersonic 2015

Live Viacom18's Jaideep Singh shares his plans for the coming year, VH1 Supersonic 2015, the year gone by, the growth of Live Viacom18 and other properties

Aanchal Kohli | Mumbai | December 23, 2015

Live Viacom18, a wholly owned subsidiary of Viacom18 Media that was started in 2013, has been on a growing spree. Launched with  a  strategic  objective  of  growing  international  entertainment  and  its  consumption on all platforms namely Live, Television, Mobile and Online, the property has seen phenomenal growth over the years.

Live Viacom18, was launched with 13 large-scale experiential IPs which filled the entertainment need gap of the market by tapping 300 million mid-income based audiences in India.

Growth:

During the launch year, 2013 – 2014, Live Viacom18 launched 12 IPs with 12 shows but with time and strong strategic efforts in 2014 – 2015, IPs got their extensions with 160 events. In broadcast, they have more than150 million reach across all network channels. Not only this, but the digital reach crosses a mark of more than 95 million,the on-ground reach is over 700 thousand and interestingly the properties under Live Viacom18 have covered  more than 25 cities pan- India.

Jaideep Singh, Senior EVP and Business head- Live Viaocm18

Jaideep Singh, Senior EVP and Business head- Live Viaocm18, said, “Last year was fantastic. We have witnessed a great growth in terms of reach, building reach and increasing the fan base.”

Key Properties:

Live Viacom18 focuses on building IPs in all genres of music including EDM, Rock, Pop and Jazz, and entertainment category with comedy and theatre shows.

The properties are uniquely positioned to build a 360- degree promotional and fan base built- up ecosystem.  They engage with millions of consumers through impactful large format live properties such as Vh1 Supersonic, MTV VMAI, Nickelodeon Kids Choice Awards, MTV Bollyland, Emerge, MTV Xtreme, Spiro and Comedy Central Chuckle Festival amongst others.

VH1 Supersonic is considered to be India's no.1 Electronic Dance Music Festival which targets the age group of 18-25 Years. With 176 events every year and footfall of 300 thousands through the year, the property reaches upto 85 million plus consumers.

MTV Bollyland is one of Bollywood film music collaborations with EDM and targets the age group of 18 to 35 years, has 30 events a year with footfall of 200 thousand plus consumer base through the year. This property reaches around 55 million Bollywood lovers includes some of the best artists like Honey Singh, Mika, Arijit Singh, Neha Kakar, Sunidhi Chauhan and more.

Emerge is an alternative Music and Arts festival which targets the age group of 18-35 years, has around 11 events per year with footfall of 27,000 over the year. The property reaches around 25 million music lovers with artists like Alt J, Rudimental, Go Go Berlin, These Reigning Days, The Virgin Marys etc playing.

MTV Xtreme is a well- known rock music and adventure sport festival that targets the age group of 18 to 35 Years. With one big event in a year, the property manages a footfall of 20,000 people and has a reach of 45 million.

In the Entertainment category, Comedy Central Chuckle Festival is one of the funniest Stand-Up Comedy festivals which targets the age group of 18-35 Years and has built a reach of 40 million plus base.

Nickelodeon's Kids Choice Awards targets the age group of 5 Years to 15 Years and has managed a television reach of 45 million viewers, an online reach of 10 million people and not only that but more than 200 thousand votes were cast in year one.

MTV SPIRO targets 18 to 35 years of age group and this IP happened for the first time in India but interestingly, managed to garner the reach of 80 million with 65 Million people in the online space.

MTV Video Music Awards also happened for the first time, has been targeting the age group of 18 to 35 years and managed to build a reach of 85 million.

VH1 Supersonic 2015, round the corner:

Candolim beach in Goa will turn into India's party capital from December 27 to 30. India's definitive dance music experience Vh1 Supersonic has pumped up its beats to bring together some of the world's best artistes on a common platform.

Speaking about the third edition of VH1 Supersonic, Singh said, “We felt so connected with our fans who attended the festival and the bond will only grow stronger this year. Building on last year's success where approximately 1lakh dance music fans surrendered to the enigma of dance music at Candolim beach, we have been inspired to make this year's edition of Vh1 Supersonic a much grander affair.”

“Our vision at Live Viacom18 is to provide dance music fans with a holistic experiential experience thereby igniting the collective passion for dance music and fulfil the needs of devoted music lovers. The 3rd edition of this festival with its exciting line-up of artistes and association with the global music fraternity will be an experience that fans will remember for a long time to come,” he added.

From the legends of house, to masters of techno, to the lords of psychedelic trance, Vh1 Supersonic 2015 will transport you to an unparalleled world of unadulterated music and dance against the backdrops of sand, surf and epic fun.

Jim Beam Music CDs and Vh1 Supersonic have launched a VJ Hunt, where fans get a chance to be the face of Jim Beam Vh1 Supersonic this year and make history. You can participate online by sending Vh1 Supersonic (www.goSupersonic.in/vjHunt) a 30 second video showcasing your VJ skills.

After a week of selection & training, the winner will get a chance to be the face of Jim Beam Vh1 Supersonic this year. Near to the days of the festival, Vh1 Supersonic and Hungama will also launch a digital contest where a few lucky winners will get a chance to be a part of the HungamaSuperBus road trip. The bus that leaves from 3 cities - Bangalore, Pune and Mumbai, will be loaded with a lot of fun, craziness, great music and will drop you straight to the festival.

To create more traction and engagement, VH1 Supersonic app, on iPhone and Android platforms, has also been revamped so that the consumers are forever up-to-date with the details about Vh1 Supersonic Goa, the cool after parties and the Arcade – from the line-up to music played to the location.

Keeping the consumers in mind, the app has been designed in a manner that it with act as the single source of everything related to dance music.

2016: Plans and more:

Looking at the response in the year gone by, 2015 – 2016 will be focused towards consolidating with bigger acts and more shows across properties. “Around 300 events are planned up till now and quarter 1 saw more than 40 events getting executed.”

Also 2016– 2017 we are planning for more than 400 events with scale, experience, technology being the key focus areas. IPs would travel to key target international Markets as well,” Singh added.

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