Live Viacom18 gears up to launch new on-ground events

By Prachi Srivastava , afaqs!, Mumbai | In Media Publishing | October 22, 2013
The Viacom18 division is bringing its international property, 'Nickelodeon Kids' Choice Awards', to India. It will also organise a Bollywood dance music festival and an electronic dance music festival.

Live Viacom18 is gearing up to groove the Indian audiences with some Indian and international music. It has lined up four events to entertain the audiences during the next two months.

Nickelodeon Kids' Choice Awards

Jaideep Singh

While the company is launching the second edition of EMERGE in November, it is bringing its popular international property, 'Nickelodeon Kids' Choice Awards', to India. It will also organise a Bollywood dance music festival and an electronic dance music festival this year, names of which remain unannounced.

The second edition of EMERGE will be the next event to be held (in November). It is a music property, which aims to showcase unexplored international talent in India. The idea is to create a platform for international artists who may not be well known but are talented and would be able to create "unique" and "enjoyable" experience for the Indian audience, giving them the chance to experience "world class music".

"For EMERGE, we are following a micro-targeted marketing approach, wherein we will identify people looking to explore new sounds and are passionate about music, belonging to the age group of 18-34 years. Our marketing initiatives for this property will extend into the digital space along with a radio campaign. Additionally, we will use the strong backing of all Viacom18 Network channels and digital platforms to help drive this event," says Jaideep Singh, senior vice-president and business head, INS, Viacom18.

Meanwhile, Nickelodeon Kids' Choice Awards has been running for more than 25 years outside and is venturing into India for the first time. According to the company, it is the only live awards show of the kids, by the kids and for the kids, where kids get to vote across categories for their favourites who are declared as winners. To be held in mid-November in Mumbai, the award function will feature celebrity performances and will witness invitee guests only (like any other award show).

The company has already kick-started the marketing activities for the Nickelodeon Kids' Choice Awards with social media promotions, mall and school activations in order to encourage audience voting. It has launched a campaign, 'Vote Karo, Haq Se', that enforces the key message which is to empower children. Further, the Nickelodeon Kids' Choice Awards India has a microsite where kids can cast their votes for their favourites. Also, 'Vote Karo, Haq Se' ballot boxes will be set up at various locations across the country such as Hamleys, Essel World, Worlds of Wonder and Big Cinema.

"We have also associated with Big FM for the Nickelodeon Kids' Choice Awards; it will feature a special kid's show, which will talk about kids' empowerment. The main award show will be telecast and promoted extensively across Nick, Nick Jr., Sonic and other Viacom18 Network channels," Singh says.
The categories and on-air date for the award function have not been declared yet. However, it will include categories in sports, Bollywood and music genres. Nickelodeon Kids' Choice Awards will have a presenting and powered by as lead sponsors, along with associates which will be unveiled as the show promotions kick in. Currently it has 'Alpenliebe Just Jelly' as the powered by sponsor and discussions are on with multiple brands.

Live Viacom18, along with MTV and Cineyug Entertainment, will come up with a new Bollywood music and dance festival (name not finalised yet) which will see the mixing of Bollywood music with electronic dance music. To be held around end of November in Delhi, the festival will see performances from renowned Bollywood artists such as Honey Singh, Mika Singh, DJ Aqeel and Sunidhi Chauhan.

The company is looking at organising the music and dance fest in two metros (including Delhi), two comparatively smaller cities and two international locations. "The festival will be playing the best Bollywood tracks. In this, the musicians and DJs will work to produce a fresh music. They will be performing in front of around 10000-15000 people," adds Singh.

The last event for the year is an electronic music dance festival (name to be decided) which will be held in Goa in December-end and will witness performances inspired by Indian and international music.

Talking about the investment on the events, Singh mentions, "We would invest on properties but the idea is to go by putting our broadcast strength behind it. We have got right brands to give the backing to the music and entertainment space and the launch will help us and our clients to connect well with their targets."

For the record, Live Viacom18 is a subdivision under Integrated Network Solutions (INS) whose mandate is to create live properties in music and entertainment space for all the brands of Viacom18. MTV Video Music Awards (March 18), EMERGE (in association with VH1) on June 21 and June 22 in Delhi and Mumbai respectively, and Comedy Central Chuckle Festival have been the first few initiatives of this division under Youth and English cluster. ETV Kannada and Bangla Sangeet Samman marked the launch of kids and regional cluster of Live Viacom18.

The other division of INS is BE Viacom18, which works mainly on building broadcast properties on Viacom18 at a network level. It leverages all its media assets including Viacom18 Motion Pictures to deliver clients and brands strategic partnerships and solutions.

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