MUMBAI: Launched in 2013 to enable the vision of OneViacom18, Integrated Network Solutions (INS) has grown at a swift pace. While the world toils to build ecosystems, Viacom18 takes the phenomenon to the next level by monetising its own ecosystem.
INS, in less than two years, has created close to 13 large format properties in the music and entertainment space. Moreover, it has engaged close to millions of fans across its 207 on-ground events.
Live Viacom18, the creator of a wide spectrum of multi-dimensional and impactful properties in the music and entertainment space all year, entered a new phase in 2014. The division, amplified brand experiences by leveraging the several strengths of the network while engaging more than 20 million individuals on the digital platform and a further 75 million on television.
INS SVP and business head Jaideep Singh believes that the future of entertainment is engaged entertainment. While in 2013, it built a strong foundation; in 2014 it spent scaling up its properties.
“Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what their preference in genre is. Thus we are taking our properties to tier II markets, to clubs, to colleges amongst others. It’s exciting time of Viacom18 and we believe in 2015 live entertainment will grow at an even more rapid scale.”
What started as 16 on-ground events in 2013 has extended to 210 events in 2014. The much awaited, Vh1 Supersonic, which began as a year-end festival in its first year is now an IP which has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled from 27 December to 30 December in Goa.
Property extension for MTV Bollyland has manifested into 12 city concerts from its origins in one gala night in Delhi, while MTV Live saw concerts with key Bollywood musicians in three different cities this year. EMERGE associated with international artists like Dismantle, Go Go Berlin and The Virginmarys on three-city tours leading to nine Dance Music extravaganzas. In total, INS brought to fore over 320 artists performing at various events.
To top it all, in December 2014, INS also helped global smartphone manufacturer, vivo, enter India. Commenting on the partnership of vivo and Viacom 18 Singh stated: “Viacom 18 is doing path-breaking work in the brand solutions space. vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client.”
