Adgully Exclusive | Focus will be visibility in metro cities and in the 3G space: Rupashi Bangla's Soumendu Das

The Rose Valley Group's Brand Value Communications Pvt Ltd announced their diversification into media and entertainment industry with the grand launch of Rupashi Bangla - the most awaited Bengali general entertainment channel in the city. Rupashi Bangla went on air from August 31 2009 with shows of different categories ranging from reality to socio-mythology, feature films to news updates and from comedy to drama.

Since then the group seems to have gone all out on development of content and are making no compromises in this area. Recently the channel announced some changes to its programming, adding more unique formats for its growing number of viewers.

Adgully caught up with Soumendu Das, Business Head, Brand Value Communications Pvt Ltd, to know more about the channel's plans for the year.

Talking about the new programming line-up, Das, says, "The new programme line up was planned earlier, but we waited for the ICC world Cup and IPL to get over, as we did not want good content to undergo aberration as far as measurement is concerned. Rupashi Bangla also needed walk-ins so that the prime time could be built up. New slots needed to be opened up to increase the programme mix and increase the time being spent on the channel. Competitive programming is a major factor."

He further adds that the channel undertook a study to understand the need gaps in content of the channel.The response very broadly led the channel to the same yardstick of novelty and moving out of cliché.

So how have advertisers responded to the changes in the programming content?

Das, says, "We do have advertisers who have reposed their faith in these programmes. Ticket 2 Honeymoon has title sponsorship of PC Chandra and HUL has sponsored singing star. Overall there has been a good response from local and national clients."

With a reformed content strategy Rupashi Bangla is not looking at instant ratings. "The viewership is definitely expected to grow in a few weeks time once the viewer starts to sample these novel concepts and new fiction formats," he adds.

The channel is looking forward to advertiser funded programmes and Das says, "We are always open for association with clients in whichever form and format desirable."

The channel wants to cut across all TGs like a true GEC, also given the fact that it has a good mix of programmes. "But we basically are looking at focusing more on the fiction viewing female audience whose staple diet of Bangla Fictions surpasses all other viewing in the state, except cricket of course," Das adds.

The channel has recently launched an innovative game show called Ticket 2 Honeymoon, involving couples of all ages which is hosted by the inimitable Mir, the number one anchor of Bengal. The show requires participants to answer 10 simple questions and at each level of questioning they can win a honeymoon package to a surprise destination ranging from Sunderbans to Switzerland. "The best part of the game is that there is an assured base prize on successfully answering the first question- a package to a destination within West Bengal. So each couple leaves with some prize that is assured. Filled with fun and humour, the show also tries to bring about the romance that tends to go missing post marriage," he adds

Talking about the channel's content strategy for the year, Das, says, "We would be trying to get walk-ins from as many viewers as possible through the non-fiction shows and lead them on to our fictions, which have been made by the best makers available in Bengal. We have a kitty of films which have been building up our weekends and afternoon viewership. We plan to strengthen the film bank and hit the market with plain , good content. The strategy shall revolve around innovative marketing and proper planning of content in the FPC."

The channel is looking to go full throttle on out of house and on air promotions to promote the new programming line-up. "But, the strongest we feel is our BTL activities which we have planned ahead of these launches. We are looking at very innovative and unique ideas to get more inclusive on our viewership," he points out.

Rupashi Bangla is progressively getting visible on all DTH platforms including Dish TV and Tata Sky. The channel is also planning to make its presence felt in bigger cities like Mumbai, Bangalore, Delhi and also plans to be present in the 3G space this year. | By Prabha Hegde [prabha(at)adgully.com]