2020 must be a Year of “Breaking Out” for The Q India.
Sunder Aaron, Co-Founder and MD, The Q India outlines his points of focus in order to try and achieve that break out for the channel; both its brand and business this year.
We have spent the last two years carefully assembling the Q India operation, and setting up the foundation upon which we aim to now build a successful and sustainable business. 2020 will be about focusing on building the brand, and really getting the word out to both our target audience as well as the trade about The Q India.
Our channel, programming and brand are a unique proposition, and it’s our mission to become a relevant brand for Young Indians 20 to 30 years old. The marketing message about who we are and what we offer must be magnified and expanded in the year ahead.
Programming is at the core of our business, and this year, a searing focus on creating inventive content and original programming will help us to immediately define The Q India for the generation of Indians we are aiming to impress and captivate.
As we have occasionally seen in the world of media and entertainment, a singular, signature and original show can help a channel to clearly define its brand for a market, and rapidly emerge from the crowded field. We hope to make a big splash and have an outsized impact in the mind-space of Indian viewers with our content offering both on digital and linear, and to do that, we need to be as inventive as possible.
We must continue to feed and nurture our strategic partnerships. 2020 is widely expected to be a difficult year for most businesses, and it may be especially challenging for The Q India since we are still in the early growth period for our young operation.
In this environment, partnerships are deeply important to a relatively new business and brand. The relationships we have established with distribution platforms and content partners has proven critical to The Q India’s early traction, and will be essential as we continue to distinguish ourselves.
Deliver Real Value for Stakeholders
The earliest stages of creating a business can be quite liberating and fun since every effort is new and fresh, and the expectations of making money can be reduced somewhat. We’ve been happily building the business and our brand’s reach for the past two years, so the time has now arrived for The Q India to start making some money! We believe that The Q India delivers unique value for its viewers, partners and (starting this year) for its advertising clients and sponsors.
Our emphasis in 2020 is to be a truly integrated programming service available across digital, mobile and linear platforms and therefore be able to provide truly integrated campaigns for our advertising clients. If we can deliver this value, then the market will reward us for it without a doubt.
Serious Team Building
Nothing good will ever get accomplished without good people at the heart of the matter. The Q India’s eventual expansion and success in 2020 will largely depend upon our ability to attract quality people to join our team. To do so, The Q must become an attractive employment option, but something more than just a cool company or an alluring new brand. We must convince potential hires with a compelling mission, unique business proposition and distinctive professional challenges that fire the imagination and prove that The Q India is an exciting place to be for the top enthusiastic young Indian talent.