Sangeeta Tanwar
Media

What's On India on expansion mode; looks beyond metros

The TV guidance channel is nearing the 20 million subscriber mark and is now on the lookout for potential consumers in Tier II and Tier III towns

TV guidance channel What's On India is on a high as it claims to be close to its target of acquiring 20 million subscribers since its launch in December 2009.

The channel is now looking at expanding its reach beyond metros by acquiring subscribers in Tier II and Tier III cities.

What's On India on expansion mode; looks beyond metros
Talking about its expansion plans, Atul Phadnis, chief executive officer, What's On India, says, "After making inroads in metros by reaching the audience on DTH and cable platforms, we are looking at adding another 15-20 million consumers to our existing subscriber base of 20 million. The idea now is to tap potential consumers using analog medium for TV consumption in non-metros."

A free to air channel, What's On India gets its revenue from broadcasters who run promotional videos of on-air or upcoming shows on the channel. Another source of revenue for the channel is its SMS service, as part of which it sends SMSes to subscribers to remind them about the timings of their favourite shows.

To boost its revenue stream, the channel has, beginning this month, made provisions for traditional advertisers including FMCG, durables and others to advertise on the channel.

Sharing the details of the expansion plan, Phadnis says that the organisation is aggressively targeting major cable networks as a survey conducted by What's On India indicates that local cable operators view What's On India as 'the channel of channels'.

Phadnis adds that cable operators appear excited about What's On India for three reasons. Firstly, cable operators always wanted an index channel which informed viewers about TV channels and programmes available; also, the channel acts as an EPG without any extra cost (without having to install a set top box); again, for neighbourhood cable operators who often get queries about the timings of movies or programmes to be aired on various channels, the service proves to be a value add on.

What's On India is engaging local cable operators in interpersonal interaction and showcasing services on offer by What's On India. The survey, which covered five states including Delhi, Punjab, Rajasthan, Maharashtra and Madhya Pradesh, revealed a few other interesting facts.

According to the survey, talking about only the top GEC show (garnering a TVR of 6 or 7 with a reach of 15 per cent) alienated the remaining 85 per cent of the audience, which was not bothered with what the TV guidance channel was showing since they did not follow the particular top show. Secondly, 70 per cent of the viewing sessions on TV are unplanned. This means only 30 per cent of TV viewing is appointment based.

All these findings have led the channel to introduce new services such as informing viewers about the interesting programmes to be showcased across the channels in the next 30 minutes.

The organisation is also set to introduce new concepts and formats for the viewers. One of the services will be in the form of parental guide, where there will be enough content and means for parents to handle relationships between the child and the TV. Currently, kids are overexposed to TV, with parents being clueless as to how to track and control their kids' viewing habits.

The second format revolves around pre-show content of shows to be launched by various channels. The idea is to inform, educate and create interest in the viewers' mind about the upcoming big properties such as Kaun Banega Crorepati or the latest edition of Khatron Ke Khiladi.

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