multi-agency pitch, Optimum Media Solutions (OMS) has been appointed the 360-degree media agency for MTV Networks India. OMS has already been handling the media duties for Nickelodeon for the last few months. Now it will take charge of the media services for the other two channels, MTV and VH1, as well.
Apart from planning and buying across all media, the mandate for OMS will include providing strategic inputs for programming and scheduling and marketing for the channels, MTV, Nick and VH1. In addition, it will also provide media solutions through its group companies, including Primesite for outdoor and Tribal DDB for the Internet.
MediaCom was the incumbent media agency for MTV and VH1. According to industry sources, the media spends for this year for all three channels, including Nick, will be in the region of Rs 8-10 crore. The creative duties for MTV Networks are handled in-house.
Aditya Swamy, vice-president, marketing, MTV Networks, says, "Innovation forms the core at MTV Networks and this applies to the way we work out our media strategy as well. OMS has already been handling the media business for the Nick channel. We found them very likeminded with respect to the innovation factor. With their vast experience and strong network in the country, they can grow the sampling of our shows."
Jairaj Padmanabhan, regional director, OMS, remarks, "We won the business with our strategic approach and innovative thinking. It helped us thoroughly to understand MTV's business needs and provide them with total media solutions."