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'What's On India' goes outdoor in a bid to educate viewers

By Surina Sayal , afaqs!, Mumbai | In OOH News | April 08, 2010
The focus of the first campaign is to build awareness about the recently launched channel and educate viewers in major markets about the TV guidance proposition

'What's On India', a new TV guidance channel that was launched recently, has unveiled its first outdoor advertising campaign, as part of its integrated strategy to reach its target viewers. The focus of the campaign is to build awareness about the channel and educate viewers in major markets about the TV guidance proposition.

Launched in December 2009, What's On India is available on leading DTH and cable platforms, including Hathway, Digicable, Airtel Digital and Dish TV. The channel provides television viewers with round-the-clock recommendations, information and previews of TV programmes across hundreds of channels.

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Studies conducted last year have shown that nearly 70 per cent of TV sessions in India are unplanned, wherein the viewer does not know what to watch after switching on the TV set. Therefore, the value proposition at the heart of this campaign is that What's On India helps viewers choose the best programmes at any point of time during the day. Thus, the campaign uses a solution-based approach.

Beginning with Mumbai and Delhi, the campaign is being leveraged outdoor at prominent locations in the two cities. While bus shelters and hoardings have been utilized in both Mumbai and Delhi, mobile vans and unipoles have additionally been used in Delhi. A total of almost 40 sites have been planned.

Outdoor company, Global Advertisers has executed the outdoor campaign in the two cities, while Hanmer MS&L has worked on the creative part of it. The campaign is set to run for two months.

Usually TV channels use outdoor as a reminder medium; but What's On India is a different kind of channel that people need to be educated about. afaqs! quizzed Shalini Behl, channel head, What's On India, on whether outdoor as a medium would help in achieving this.

Behl says, "This is a first step and we will augment the plan with other mediums as well. The second leg of the ad burst will move to digital, mobile and social networking. We are also targeting trade media in the current campaign. Besides this, an extensive PR drive at the national and regional levels will be executed, where they will talk to viewers in their language. One on ones and contact programmes to drive the message to audiences will be organized as well."

She adds, "The brand's aggressive plans in the weeks to come are focused on jumping up the adoption rates. While the channel has embarked on various routes to engage viewers before; this advertising campaign is primarily to create awareness and education for the channel."

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