The Q is the only brand in its category to experiment and think differently
By Krishna Menon – Chief Operating Officer, The Q
The year 2021 has been one of learning and exploring. The pandemic has led to structural challenges and aided in advancing new trends in the M&E sector. The unusual situation provided a rare opportunity for leaders to rebuild the industry and create a new future in which we all can thrive and grow. The lockdown enabled broadcasters to think out of the box and use disparate approaches to keep the audience’s entertained and engaged at all times.
As we head towards 2022, some of the critical focus points for the coming year for us at The Q are as follows:
The Q is the only brand in its category to experiment and think differently. Since launch we have successfully curated and powered content from the digital ecosystem for young audiences across platforms thus providing viewers with content that is refreshing and ‘Hatke’. We will continue to stay strongly focused on becoming the preferred destination for Hindi entertainment for young India. Our programming and cross-platform omnipresent strategy set us apart in a highly cluttered Hindi GEC category.
Diversification of content
The Q currently boasts of a growing library of 850+ programs across genres that cater to diverse segments of audiences, We have a robust mix of content that includes drama, Gag comedy, animation, food, Thrillers etc. Content is the most crucial aspect in the development and evolution of any GEC. So we will focus on diversifying our content offering on the back of original, curated, fresh, and entertaining content from popular Digital Creators from the Indian heartland and are also roping in celebrated Influencers and Artists from Digital World to associate with us on produced original content wherein we open avenues for budding creators also to join us and thereby fulfill our proposition of getting the best of Digital World to TV.
Increase footprint across platforms
Within a span of a few months in 2021, we grew our presence and became available on all key platforms to become accessible to entire addressable Hindi Entertainment audience; we became available on DD Free Dish for FTA viewers and are expanding on Connected TVs as also on Cable and DTH and short video platforms to become available for Pay audience. We will continue to invest in increasing our footprint in all current and future entertainment platforms, partner with more Cable and DTH Operators, and promote Digital Talent on The Q thus future-proofing ourselves as a new-age Hindi entertainment channel.
Drive collaboration with the creator community
Our association with new-age creators is in line with our vision. Our content has always been Hatke and yet relatable from the creator economy. We will work towards identifying creators that resonate with our viewers and content that has the potential to travel beyond the digital screen thus providing the creator economy an opportunity to thrive, grow, and evolve. At the same time, we will innovate to introduce new methods to engage with his community. Our latest launches of the current quarter: Maskari, ElvishYadav, Faridabad Rockers, and a lot more pipelined are all endeavors to only grow our association with Digital Talent and Creators stronger
Drive engagement with our TG
2021 was a roller-coaster ride for the industry at large. We yet successfully launched on DD Free Dish, on leading DTH and Cable TV platforms, Connected TV, and have driven collaborations and partnerships with the creator community, delivered content that is fresh and original for our FTA audience, acquired Chtrbox, and have positioned The Q to become the fastest growing Hindi GEC. Our TG – both viewers and creators are discerning and evolving and at The Q we are focused on driving engagements with both TGs – which will certainly help us grow. Our focus of engagement will be a true game-changer, and will enable us to surpass our own benchmarks with new commitments to entertain existing and new audiences across India. With our zest of promoting our Original launches and our iconic Creator launches since the last 2 quarters to our core TG, we have already created a strong mindspace and have achieved high TOM recall amongst our core TG (youth of Hindi heartland). To establish and further solidify our distinct identity in the minds of our audience, we have just launched a Brand Campaign with an iconic face as Ravi Dubey and have high-engagement, rewarding initiatives planned alongside new shows, in the coming few months to start 2022 on a high note!