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Purvita Chatterjee

Mumbai , Sept. 30

TAPPING alternate revenue streams, the Star India-promoted Channel V is now looking more actively at talent management. Having launched a series of talent hunt-based shows; the music channel is now gearing up to treat this as a more serious revenue generating option.

Mr Amar K. Deb, Head Honcho, Channel V, told Business Line, "Talent management is an area which is being looked at for generating sizeable revenues."

In the past the channel had tied with the `Elite' Modelling agency for its V Get Gorgeous show, where there was a revenue sharing arrangement between the modelling agency, the winner and the channel.

Considering the number of its `winner' based shows has been on the rise, the channel has now decided to have more of such deals with it contestants and thereby focus on talent management as a viable revenue generating stream.

For instance, it has recently announced the launch of its new show - V mobile singer, an interactive hunt on the mobile platform, where music director Bappi Lahiri would have the responsibility of finding new talent. In the past its `talent' based shows have comprised Pepsi V TV Champions, V on the run and V Get Gorgeous.

Its new show, V Mobile singer, would have budding singers getting an opportunity to participate and win from the comfort of their homes, cars, offices, in fact wherever they are, by dialling in to register and sing any one of Bappi Lahiri's songs.

The winner would get an opportunity to not only sing but also star in his/her `disco' video along with Bappi Lahiri.

Meanwhile, the music channel is also hoping that its ad revenues would get a substantial boost with the Star Group having switched to bouquet sales. "We are bullish about bouquet sales since it is a more innovative way of looking at selling packaged solutions to the target group," states Mr Deb.

While ad and subscription sales will continue to drive revenues for the channel, the strength of Star's network of other channels, especially Star Plus, would help the music channel in beefing up its ad revenues through the changed ad sales strategy of the Star network.

Other revenue streams would be that coming from Star wireless - a division floated by the network to tap into revenue sharing deals with the mobile companies through its various contests.

The channel has also tried its hand at merchandising when it launched its Viva and Aasma music albums based on its pop-stars music groups. In fact, Channel V became profitable when Star bought out the channel, nearly five years ago and started its Channel V pop-stars contest and, subsequently, formed the Viva band.

"Considering the Hindi pop market had bottomed out, we were the first ones to show our audiences that Hindi music can be cool," says Mr Deb.

According to Tam Media research, Channel V recorded a 0.9 per cent share during the 35-38 weeks this year. "The challenge today is to continue being innovative by having wild and wacky ideas and move away from the decimal game as far as shares go," says Mr Deb.

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