Q India, the youngest GEC in the country, is hoping to be among the most-watched channels in India by targeting the youth. The channel recently broke into the top 10 channels chart in the rural market and hopes to be at the same place in the urban market as well.
Q India, which recently expanded to major distribution platforms, including DD Freedish, Dish TV, Tata Sky among others, claims to have a unique content offering as it sources content from social media influencers and makes capsules on social media trends.
In an effort to monetise its reach, the channel is offering to create unique opportunities for advertisers by partnering with social media stars.
According to Sunder Aaron, Co-Founder and General Manager of QYOU Media India, the channel will primarily target the 15 to 30-year-old age group.
The one-year-old GEC recently appointed Viacom18’s Simran Hoon as its CEO.
Aaron said, "Our proposition is clear, we are the Hindi general entertainment channel that aims at young Indians. We want to build a brand for young Indians. There is no channel that is fully dedicated to a younger audience. MTV and Bindaas target the younger audience. We want to capture people in their 20s. For this, we are tapping content created by younger Indians."
To differentiate its content from other GECs, the channel is relying a lot on social media trends.
Krishna Menon COO, Q India, said, "We have grown by 400% between January and now. If we look at the kind of programming we do, it is mostly sourced from stars and influencers and curated for the television screen. This is the difference between us and others. We split the entire content and programming in such a way that we offer the most premium content across genres. I have an entire line of content that would be in the interest of the consumer and particular audience."
"We have something called Kya Bolta Insta, which creates the path for a television series out of it. We are a little wary of soaps and serials. But we do have some drama and comedy serials. We are going to create a lot more original content for the channel. We have already got 2-3 series," he said.
Explaining their monetisation strategy, Menon said, "There is a little bit twist in the story. We have been there for three years but for the first two years, we were more like value-added services as we were only present on Tata Sky or Airtel DTH. We were one of those offerings all DTH operators gave, typically cooking, fitness, etc. We were part of that package. We were more of value-added services. We got a licence last December. By the time we got rated by BARC, the pandemic started. Monetisation was a big challenge. During the entire lockdown period, we worked our content and distribution strategy."
"We have distribution in place and now we are looking at a real monetisation. In the last few months, we were doing decent numbers but not hugely significant. The entire pandemic gave us an opportunity to get a strategy. We also offer influencer marketing to brands," he added.
The channel plans to reach 160 million households via stronger distribution, including 25-30 million households on digital cable. To get tap the youth, the channel will offer content on the e-gaming segment.