has launched Future TV, the television channel designed to play in an ambience of consumption. This new media is the first ever retailer-owned channel in the country. It is aimed at converting footfalls into eyeballs through consumer engagement. Future TV is also the first company in this space with a brand identity and consumer focus.
The channel has already been rolled out in Mumbai, Delhi and Bangalore across Future Group stores such as Big Bazaar, Food Bazaar, Pantaloon and Home Town.
Says Partho Dasgupta, CEO, Future Media, "Consumer engagement starts from the brand identity. The word 'future' signifies optimism, growth and opportunities, and encourages exploration of new areas to create trends. The logo has been designed keeping in mind the aspirational needs of the consumer."
Future TV will also be an interactive medium for consumers. It offers a robust platform for advertisers to engage shoppers within a contextual environment - the content of Future TV includes relevant communication such as store-specific information and offers. The channel has launched a live news ticker to update consumers with happenings outside the store.
Adds Dasgupta, "The idea is to engage the consumers in the space, and the news keeps them connected to happenings outside the store."
Being a retailer-owned media house, Future Media enjoys knowledge of consumer behaviour and thus offers marketers opportunities to engage target consumers through television, visual spaces, print, radio and activation.
The launch of Future TV is in phases. Phase one sees the roll out of 1,000 screens across the top eight markets. The company plans to roll out 10,000 screens in the next few months.