The pandemic, lockdown has seen a tectonic shift in how we communicate and what we are watching. The digital space and OTT saw a huge spike in eyeballs. Through all this Dangal has made its own space in the cluttered universe and has marched ahead.
Prashant Bhatt, Head – Programming, Dangal TV and Vishesh Verma, Head – Marketing and Communications, Enterr10 talks to MediaNews4U on the Channels content, Marketing innovations…
What is the strategy behind this tie-up with Balaji Telefilms?
Prashant: We are fortunate enough to work with production houses that are known for delivering qualitative content. With our association with the production houses so far, Balaji Telefilms definitely is the Kohinoor in the entire crown. At Dangal TV, we are extremely delighted to associate with Balaji Telefilms, since this is our first collaboration with them. The team at Balaji has gone beyond leaps and bounds to make sure we haven’t left any stone unturned in terms of content execution and production.
Now with everything opening up, what will be the content strategy of the channel to get more eyeballs?
Prashant: We have been receiving an overwhelming response from our audience which resonates to their demand of watching compelling and relatable content. Based on the insights from our extensive research, Dangal TV’s content strategy has been devised on the philosophy of offering original content which is realistic, resonant and relatable. We have always believed in pushing the envelope and narrating interesting stories which are meaningful and entertaining at the same time.
Concept of Prem Bandhan
Prashant: Balaji Telefilms is a franchise which offers captivating storylines along with endearing characters. The central idea behind PremBandhan lies in the realisation of how strong one can be until being strong is the only option available. And this is exactly what Janki through her story conveys to the viewers. Set in the backdrop of a small town called Darbhanga, PremBandhan is a mystical enigma showcasing the journey and struggles of a simple, self-righteous and honest girl, JankiSrivastav, who believes in voicing her opinion against people who use their power to get away with things. The show unfolds a compelling story of Jankiwhose life changes drastically overnight. While appearing to be too good to be true, the story showcases the destruction that strikes her life.
Prashant: We have witnessed a robust growth. While the numbers are still getting churned, we are continuing to rule the roost. Our strong presence in both urban and rural markets leverages our position in the ecosystem as we continue to consolidate it further. Ramping up our strategy, we will continue to narrate compelling stories to entice new consumers.
Now that the channel has been concentrating more on original content will you reduce acquiring content from other sources?
Prashant: Taking into consideration the channel’s current strategy, our focal point lies on strengthening our original content. We have now come to a point where Dangal TV has started penetrating into the pay market. Considering the success metric re-runs have given us, we are definitely open to the idea of showcasing popular shows from the past.
Innovations in marketing strategy for ‘PremBandhan’?
Vishesh: From a network and channel perspective, ‘PremBandhan’ is our biggest show till date. We are looking at an extensive promotional strategy. Along with our usual blitz of print, we are also looking at heavy promotion outside network across various genres. Social and digital platforms form an integral part of the promotion plan and we looking at innovation at that space as well. Enterr10 has a very strong presence across various markets through its multiple channels and we are using the strength of the network to the fullest, this will be the most important aspect of our marketing strategy. As a part of our innovative strategy, we will be organising a simulcast of the show across the network’s channels on 30th November to enable our viewers across HSM to experience our content.