MAM
MTV, Motorola hatch three-year $75 m alliance
CHICAGO: This is a 360 degrees marketing alliance that will strengthen the synergies between the mobile phone and the idiot box in terms of promotional activity. Two global companies Motorola and Viacom’s MTV have announced a three-year $75 million alliance.
The alliance allows the music network to extend its innovative activity. The music network constantly builds around programming properties outside the US to the wireless world, via the power and popularity of Motorola devices. The alliance will also combine localised on-air programming and on-the-ground events, as well as interactive and web strategies.
The alliance will aim at benefiting from MTV’s understanding and influence among the crucial youth segment and Motorola’s technology and personalisation intelligence. The companies will develop and integrate locally created marketing activities in regions around the globe.
Together, MTV International and Motorola will provide an environment that radically accelerates the way people use and view their mobile phone — creating a mobile entertainment experience for consumers to text, talk, rock, mix and more.
Components that will be tailor made in each market include:
* Innovative MTV content pre-loaded onto Motorola handsets, including ring tones, games, images.
* New MTV shows and vignettes in each region spotlighting new music and developing artists.
*Online extensions for Motorola and MTV’s Web sites.
* Live MTV/Motorola events and retail promotions.
* Local media buys.
President MTV Networks International Bill Roedy was quoted as saying: “MTV is the only media brand that can deliver this all encompassing experience to young people across multiple media platforms. Motorola’s commitment to being a leading innovator in the wireless space makes them a compelling partner to deliver these experiences with us.”
In each region, MTV and Motorola will be introducing a number of new mobile entertainment experiences illustrating the endless possibilities created with this new collaboration. A centrepiece in regions throughout the world will be the development of a 30-minute show on MTV introducing new music in a completely different way.
While the overarching theme of showcasing new and emerging musical artists will cross all borders, every region will create their own show to address the different styles and flavors of the local landscape.
A number of mobile messaging efforts (SMS, EMS, MMS), online extensions, live events and retail promotions will create a complete integrated offering through all mediums. In addition, Motorola’s MotoMixer technology, providing mobile and online mixing capabilities to create unique ring tones, will play a prominent role in highlighting the possibilities of mobile personalisation through music.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
