MediAvataar's News Desk

MediAvataar's News Desk

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- The channel has reached 110 mn households in India within a span of 1 year since inception

- The channel has emerged as one of the leading channels broadcasting sports other than cricket

- The channel has consistently been among the top in the motorsports, combat sports and golf category

DSPORT, a premium sports TV channel by Discovery Communications has achieved a milestone of reaching across 110 mn households in India. The channel achieved the milestone within the 1st year of operations in India and has expanded its distribution across all DTH & Cable platforms.

With exclusive rights of broadcasting some of the elite sporting events in India, the channel has an impressive catalogue of over 4000 hours of live programming aimed towards an audience whose interests are not limited to just one or two sports anymore. DSPORT has enjoyed the success since launch despite expanding its programming beyond regular sports like Cricket, despite the frenzy around cricket in India. The channel aims to bring in a wide-variety of sports and sporting events for the Indian audience, catering to the demands of a nation which is fast becoming a global sporting hub.

DSPORT has grown consistently across the country and has been ranked among the top channels in Motorsports & Golf this year. The channel has captured the imagination of motorsport enthusiasts in the country by quickly gaining lead ahead of other sports channels. In the car & bike racing genre, DSPORT has a whopping 72.9% market share. Moreover, in Golf the channel enjoys the 2nd spot with a comfortable 32.2% market share showcasing 3 out of the 4 majors. Even in combat sports the channel has witnessed a growth of close to 200% in viewership. With such a huge market share in niche sporting categories like Golf & Motorsports, DSPORT emerges as the undisputable leader in sporting categories other than Cricket.

The success of the channel shows that India is no more just a cricket-crazy nation, thanks to the success its sportspersons taste, at the global level. Be it badminton, wrestling, shooting, tennis, football, golf – it has produced several world-class athletes across different disciplines who have enjoyed immense success. PV Sindhu, Saina Nehwal, SaniaMirza, Sushil Kumar, Leander Paes, AbhinavBindra, Sunil Chhetri, Sushil Kumar are just a few examples of the sportspersons who have become a household name in India, inspiring and drawing more and more fans towards their respective sports.

While in cricket, DSPORT brought the live action from the 2018 Nidahas Trophy and Pakistan Super League 2018 to the Indian audiences; in football, it has the exclusive rights to the Brazilian League, Major League Soccer and Chinese Super League. In golf, it telecasts 3 out of the 4 major PGA tours around the world including the historic British Open, PGA Championship& Augusta Masters.

DSPORT celebrates the sporting excellence while connecting the audiences with the athletes and sports they love and demonstrates Discovery's commitment to serve passionate sports fans across the region.

The people who are crazy enough to think they can change the world are the ones who do. A movie that dared to break stereotypes and talk about a tabooed topic, Pad Man was instrumental in creating a platform to discuss female hygiene in the country. Helmed by the celebrated director R Balki, Pad Man is a biographical drama based on the inspiring life of the social entrepreneur Arunachalam Muruganantham, and features Akshay Kumar, Radhika Apte and Sonam Kapoor in the lead. Zee Cinema, Home of Blockbusters will showcase the World TV Premiere of this blockbuster on Saturday, 26th May at 8 PM.

Like Toilet Ek Prem Katha, Pad Man, is about the great lengths a loving husband will go to for the happiness and the health of his wife. The movie tells the story of a one man’s crusade to provide affordable sanitary protection for all women and is certainly a complete family entertainer. Bollywood celebrities praised the makers as well as the actors for curating such a great film which focuses on a social cause like removing the stigma around periods. From Karan Johar, Ayushmann Khurrana, Yami Gautam, Swara Bhasker to Homi Adajania, celebrities called the film uplifting, inspiring and phenomenal.

Akshay Kumar who plays Lakshmikant Chauhan in the movie says, “With the World Television Premiere of Pad Man, I am glad that the movie will reach every household. I would like to urge the audience to watch the movie with the entire family. Every husband, father, brother and son should understand the need of menstrual hygiene for the women in their lives and not treat her like an outcast during those days of her life. I want mothers to lead by example for their children. I want daughters to gain strength from vulnerability by learning from what their mother didn’t do.”

Sonam Kapoor says, “Pad Man is very close to my heart and the team has put in their heart and soul in the movie. It is a simple story of an ordinary man who dares to think differently and ends up doing something extraordinary for women around him. I am extremely lucky to have had the opportunity to work with such a wonderful team and I would like to thank Balki sir and Akshay for being such amazing people. I am very glad that Pad Man was successful in creating and continues to create the kind of impact and awareness that we were hoping to create. All the people who missed out on watching the movie on the big screen can now catch the world television premiere on Zee Cinema and experience this wonderful journey.”

Pad Man follows the life of Laxmikant Chauhan (Akshay Kumar) and Gayatri (Radhika Apte), a happy go lucky couple. Laxmikant is deeply in love with his wife and will do anything for her comfort and happiness. Laxmikant is outraged that Gayatri uses a dirty cloth and is confined to a corner of the house for the duration of her menstrual cycle. His growing obsession with sanitation and experiments to create an affordable alternative horrify Gayatri and his extended family. Laxmikant’s war might be waged in the name of his tradition-bound and submissive wife, but it is another woman who nudges him towards success. Business school graduate Pari (Sonam Kapoor) enters Laxmikant’s life and helps him with sales and marketing to revolutionise female sanitation not only in India but globally.

Will his wife Gayatri and the other women come out in support of his endeavour, breaking the shackles of ancient taboos?

To watch this inspiring and path breaking story tune in to the World TV Premiere of Pad Man on Saturday, 26th May at 8 PM only on Zee Cinema 

Impressive stunts, adrenaline pumping action sequences which include high kicks and back flips and a dash of romance, Commando 2 is a complete entertainer and a Bollywood buff’s delight.

Directed by Deven Bhojani and produced by Vipul Amrutlal Shah, the film is a sequel to the 2013 hit movie Commando: A One Man Army. Commando 2 boasts of an impressive star-cast which includes Vidyut Jammwal, Adah Sharma, Esha Gupta and Freddy Daruwala in lead roles along with Satish Kaushik, Shefali Shah and Vansh Bharadwaj essaying pivotal characters. The movie which was a commercial hit will be aired on &pictures, Naye India Ka Blockbuster Movie Channel, on Saturday, 26th May at 8pm.

A motley team headed by Commando Karan (Vidyut Jammwal) is deployed and sent to Bangkok on a mission to capture Vicky Chaddha, a notorious criminal. Vicky has been evading arrest for years and has taken refuge overseas and Karan has been given the responsibility to bring the felonious Vicky back. Karan puts together a team that includes a computer nerd Zafar (Sumit Gulati), a hard-nosed cop ACP Bhaktawar (Freddy Daruwala) and a motor-mouth encounter specialist Bhawna Reddy (Adah Sharma). The plot traces the team’s efforts to fight the black money menace and their struggles to capture Vicky, while he tries to siphon the money to banks abroad. However, Karan and his team face a roadblock when they learn a very unsettling truth about Vicky.

Will Commando Karan succeed in capturing Vicky and bring him to task? Or will Vicky’s truth throw the entire team off-guard?

Watch Commando Karan battle out notorious villains on Saturday, 26th May 2018 at 8pm, only on &pictures

The importance of recommendations on social media when Vacation Buyers are researching travel options.

Recommendations and reviews have always had a huge impact on the process of travel bookings and today they are all over social media – be they direct from travel communities or friends and family. They have the potential to affect travel decisions at every stage of the purchase journey. 45% of those who plan to buy a vacation in the next six months research brands on social media, and 1 in 4 say that seeing good comments about a brand on these platforms affects their likelihood of buying something.

The good news for brands is that there’s a great deal of user-generated content to capitalize on. Most vacationers are willing to post hashtagged holiday snaps and share their experiences at certain locations across social – whether that’s sharing photos of their hotel room or complaining about airline delays. This is especially the case on platforms like Instagram that inspire those who are looking to choose an experience or destination

South African Tourism tapped into user-generated content by inviting international travelers to participate in a #MeetSouthAfrica campaign on Instagram, where travel bloggers set out to cover all nine provinces of South Africa. The hashtag has generated more than 290,000 posts on Instagram of people sharing their experiences while traveling. This is a great example of why user-generated content is a win-win for holiday makers and brands. The brands’ experiences and destinations on offer are showcased, and consumers share themselves at their best – relaxing and enjoying themselves on holiday.

Vacation Buyers are internet users aged 16-64 who are planning to buy a vacation abroad or at home in the next 6 months.

For years, consumers have been bombarded by poorly targeted, irrelevant and repetitive digital advertising. More recently, they have been at the receiving end of fake news and untrusted content pushed out through social media.

Consumers have become more cautious and selective about the content they consume, but the Content Connect II report, based on a global survey of Reuters.com users, shows they are still receptive to branded content: as long as the content reflects their personality type and is delivered in their preferred tone and style.

The research has identified seven steps for content marketers to consider when building successful branded content campaigns;

1. FOCUS ON RELEVANCE AND QUALITY

Content marketers need to deliver high quality content that is relevant and has purpose. Despite the recent rise of fake news and freely distributed misinformation, consumer interest and appeal in branded content in a trusted environment remains stable. Content Connect II reveals that 75% of global consumers are more receptive to sponsored content if the subject matter is of interest, and consumers increasingly think their favourite brands can benefit from sponsoring quality and relevant content (68% agree in 2018 vs. 60% in 2017).

2. CHOOSE THE RIGHT CONTEXT

The content marketer needs to consider how, when, where and why a piece of content should be placed, and make sure it is created and shared in an effective way. Our survey shows that the right contextual environment increases content appeal; 64% of global consumers agree they are more receptive to branded content when it appears on a trusted online news brand. Brands that can create and build trusted relationships with consumers using carefully selected authentic content partners can build favourability and engagement.

3. UNDERSTAND THE AUDIENCE

The most successful content marketers use audience research and data to craft stories and messages that will resonate with consumers. The first stage is to set objectives, define a purpose and identify target audiences. It is then important to understand their needs and behaviour by using a mix of consumer research and data analytics to help create good content that consumers are interested in. Content marketers need to explore potential audience demographics, psychographics, attitudes, personalities and consumer behavior. It is also a priority to understand what media and content types they are consuming and how often, and then align content types and tone with their requirements.

4. ALIGN WITH AUDIENCE PERSONALITY TYPES

As part of understanding audiences, marketers should consider the mind-set and personality of their target consumers. Our research highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities. It finds, for example, that the top personality type for business and finance is ‘ambitious’, whereas arts and culture is ‘creative’, politics is ‘outspoken’ and travel is ‘spontaneous’.

5. FOCUS ON PERSONALISATION

The most relevant content any marketer can provide is ‘personalised’, and Content Connect II reveals that 77% of global consumers expect to see more personalised content in the future. Branded content campaigns can increase their effectiveness if they include personalised elements, with 63% of global consumers agreeing that personally relevant content improves how they feel about the brand associated with it, and 58% see brands in a more positive light if they provide them with content that matches their interests.

6. USE ENGAGING FORMATS

Consumers no longer tolerate intrusive content and advertising formats containing irrelevant messages and products. However, they are open to new and innovative ways to engage with content, and there is increased demand for enhanced visualisation, sound and movement via the formats and platforms they connect with. So, selecting the right mix of formats is hugely important. Content Connect II revealed a mix of appealing formats for consumers with short articles (64%), in-depth analysis (60%), video (55%) and infographics (45%) the top choices.

7. CREATE AN EMOTIONAL CONNECTION

Creating an emotional connection with the consumer is an important consideration for the content marketer. Stories that trigger an emotional response are more likely to be consumed and shared. It's not just about the subject matter, tone and style of content should also be considered. Content Connect II reveals that 64% of global consumers consider sponsored content more appealing if it is thought provoking, imaginative (58%), humorous (55%) and innovative (51%).

In summary, brands should have a clear content marketing strategy in place that targets consumers with engaging, relevant content, delivered in an appealing format in the right environment.

Only then will they encourage consumers to ‘lean in’ to content, rather than ‘opt out’ of advertising.

 

Written By Mike Jeanes, Research Consultant, Reuters

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