Channel [V] takes the brand to where all the action is; opens [v] Spot Café & Bar

Speaking to afaqs!, Prem Kamath, executive vice-president and general manager, Channel [V], says, "Our research highlighted the fact that consumers use TV channels as a source of recreation to spend only 20 per cent of their time in a day, while 80 per cent of their time is spent hanging out with friends and spouses. Going along with this finding, we thought of taking the brand closer to our target audience -- the youth -- by launching [v] Spot Café & Bar."

The venture will follow a franchisee model, and will be opened in two types of formats -- large format cafes spread over around 5,500 sq feet, and smaller ones of approximately 1,000 sq feet. The channel plans to open a chain of 30 such outlets in the next three years, mainly focussing on mini-metros and Tier I towns and cities.

"While we did think of opening the first outlet in Mumbai, we decided to go with Delhi as it's a big market for us. Also, in terms of cost, Delhi was a more feasible option. After Delhi, we plan to open the cafe and bar in cities such as Chandigarh and Indore, where such options are limited for the youth," explains Kamath.

The youth channel is promoting its new entity through a television campaign, which is currently on air. The campaign also involves print ads in papers such as Hindustan Times, Delhi Times, and other local papers. Activations in two-three malls located in the area are also in the pipeline.

"Additionally, in a few weeks, we will launch a mini-concert that will take place inside the cafe, which has a stage for such performances," says Kamath, adding that [v] Spot Café & Bar is a place meant for the youth to spend time comfortably through an array of entertainment choices, and once again engage with brand Channel [V].