Following the success of its hit show ‘Ek Mahanayak Dr. B.R. Ambedkar,’ &TV recently launched yet another bold show, ‘Bheema,’ which is enjoying similar success.
“The show’s success is a testament to our ‘Soul to Screen’ content strategy,” says Vishnu Shankar, Cluster Head & TV, FTA and Music.
“The channel’s commitment to storytelling from the Hindi heartland, has been evident since as early as 2019. We foresaw the next big wave of growth coming from this region,” Shankar reflects. “The steady increase in television penetration, infrastructure development, rising household incomes, and mobile and internet access all pointed to a rapidly growing new audience,” he adds.
&TV is determined to connect with these new viewers early, developing long-term loyalty and engagement. “This region, rich in cultural diversity and economic potential, represents a significant growth opportunity,” Shankar says. To do so, the channel has made a deep investment in understanding its consumer base, tailoring content to meet the unique preferences of its audience. “This deeper connection with our viewers not only drives higher indexing but also sets us apart from competitors,” Shankar notes.
Months of immersive consumer experiences have unveiled unique storytelling opportunities, leading to the creation of iconic intellectual properties (IPs). Shows like ‘Happu’ and ‘Bhabhiji’ have set new standards in entertainment, while series like ‘Bal Shiv’ and ‘Yeshu’ explore different life stages of revered figures, adding depth and variety to the programming. &TV’s inclusive content strategy also places significant emphasis on male inclusivity, ensuring its programming appeals to a broad demographic.
Part of &TV’s success lies in its ‘pull method’ strategy, which involves celebrating iconic social heroes of India. “By bringing the stories of national heroes like Ambedkar and Atal to the small screen for the first time we are capitalising on emerging trends, and staying ahead of the curve,” says Shankar.
The channel remains a step ahead in other areas as well. “With the rise in gaming, especially among women, and the reality of second screens, we are at the forefront of innovation,” Shankar asserts. &TV has developed a first-of-its-kind dual-screen tech innovation that integrates gaming with the on-air television experience. For the first time on Indian GEC, viewers across the country can play Tambola while watching their favourite shows.
&TV’s commitment towards its consumer extends beyond content creation. “Our collaborations with government bodies and CSR initiatives, reflect our commitment to making a positive difference,” Shankar highlights. “As a brand, we take our social responsibilities seriously. This is why our beloved ‘Bhabhiji’ has become the face of the government’s traffic safety initiative. We collaborated with Mumbai and Uttar Pradesh Traffic Police to create Road Safety campaigns,” he elaborates.
“At &TV, we are dedicated to bringing the consumer soul to the screen enabled by cutting-edge technology and a deeper understanding of our audience,” Shankar concludes.
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