MUMBAI: Star One show Re-Mix which deals with the high school 'junta' has designed a music video of their title track. Taking a leaf out of NBCs Friends, whose title track I'll be there for you turned into an anthem of sorts, the channel is propositioning a merchandising campaign for a leverage.
Post launch of the show, the channel is examining the possibilities of tying up with companies for merchandise. It also plans to release a music album based on the show. Re-Mix has around seven to eight songs in the story line. "There is tremendous potential for an album by default," points out Star One VP content and communication, Ravi Menon.
The Rembrandt's music video for the Friends also enabled NBC to generate healthy revenue through merchandising like calendars, notebooks, mugs, T-shirts, video and DVD box sets .
"We feel it's a huge promotional opportunity for the show as well as a great branding exercise. Tailored for teenagers, the channel is also looking at the clothelines and other merchandising opportunities. It will be a win-win situation as even the clothesline manufacturer will benefit from the popularity of the song, " explains Menon.
Star is no doubt hoping that its title track for Re-Mix generates the same phenomenal effect as of Friends.
The track has been recorded by Aasma who shot to fame with Channel [V] Popstars 2. The music album has been directed by Jaya Peter, written by Rizvi, the music is composed by Pritam. The 3.5-minute title track intends to create rhapsody.
The melody is energetic and exactly targets the attitude of the youth which can well be identified. "There will also be interactive initiatives around the show. One initiative that the channel has planned is to conduct contests which will allow the teenagers to pursue their dreams and seek fame as a lyricist or as a musician, Menon adds.
"One promotional tool that Star will use to promote the song is by inviting DJ's to play the song at nightclubs and discotheques," Menon elaborates. The approach is that the teens frequent these hangouts a lot. Menon adds that the show has the potential to exploit the gamut of television music for commercial purposes which is one aspect that the Indian television industry has not exploited thus far.
The Channel is also burning its group's music arms Channel [V] and Radio City 91 FM for extensive promotions. The title track is being played on Channel [V] while Radio City 91 FM is airing the theme song which is part of its regular playlist.
