Catch emerge for a musical experience

Posted by Mukti Soman on April 8th, 2019

When Viacom 18 started its journey in Indian television, market analysts and trade experts were highly apprehensive of its success. This was because Viacom was entirely an American media house and it is not easy to understand the choices and preferences of the Indian audience which is extremely pluralistic in its structure. Indian television strives on the creation of content which is suitable for every section of the society and people of every age. This is in contrast to American television which is more genre specific and is targeted towards a segmented audience. The main difference between the culture of TV viewing in India and in America is that Indian television is enjoyed by the entire family at the same time and American television is enjoyed in a private setting. So, it seemed to be a challenge for Viacom 18 to customise its content for the Indian audience. However, it is quite surprising how Viacom 18 is continuously producing programmes which are liked by people of every section of Indian society. Proving the assumptions of the market analysts wrong, Viacom 18 has definitely started its journey in India on a very good note and it looks like it is here to stay.

The most remarkable feature of Viacom 18 is that it never shies away from experimentation. This can be seen in the work it has been doing in music entertainment. MTV India is probably the most popular music channel in the entire South Asia. Although the channel airs mainly Bollywood music, it has been commissioning programmes which deal with fusion music. Viacom is also investing in music based reality shows which are pushing boundaries. Say, for example, emerge, which is a visionary road show based programme developed by Viacom 18 to bridge the gap between the Indian and International music scenario. Needless to say, this programme has been greatly hailed all over the world. Viacom 18 is planning to develop this programme further to build a common platform for Indian and Western musicians to come together and collaborate. Such initiatives are definitely welcomed by music lovers from all over the world.

In the technological front too, Viacom 18 has been proving itself as the front runner. With the increased popularity of mobile applications, it did not delay in launching its on demand streaming based mobile application, Voot. Within a few days of its launch, the application had been downloaded by more than a million users and is currently the most popular application in its genre. You can catch all your favourite programmes produced by Viacom 18 on Voot in a very smooth and user interactive way. Last year, Viacom 18 also started commissioning original shows for Voot, which are definitely going to revolutionise the scenario of mobile based entertainment.

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Mukti Soman

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Mukti Soman
Joined: March 14th, 2019
Articles Posted: 37

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