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View24*7 in the Mumbai restobars (0)

 

This week’s big news about India’s View24*7 may be its move into supermarkets, but the company also has an interestingly-structured leisure channel which makes good use of research and offers some tightly-targeted content.

Here’s what president Nayan Bheda told me: “We have two channels under Sellivision. One is In-Store channel and the other being Leisure channel – having around 250-odd screens across 125 restobars in and around Mumbai. These restobars are further segmented as Premium, Popular and Regular covering most of the socio-economic class.”
 
Premium stands for up-market locations, Popular stands for popular restaurant joints and Regular ones are the permit rooms (those with licenses to serve alcohol). “Currently we have Premium 96 screens, Popular 94 screens and Regular 62 screens,” he said.
 
“We have developed a location matrix based on parameters like footfalls, attention span, quality of attention (fractured/non-fractured), class of people etc. Based on this matrix we have selected the restobars which are more conducive for an OOH TV channel being the place where the consumer spends around 90-120 minutes of leisure time, unlike moving crowds in malls and multiplexes,” said Bheda.
 
Apart from producing in-house content, the company has tied up with EMI andT Series for music content. The Leisure channel airs content such as live sports and music videos on one screen and on the other plays in-house content and television commercials.
 
“We also have tie-ups with Forbes and Playwin to play Raffle at these locations. This not only ensures sure-shot eyeballs on the screen, it also generates revenue.  In future, through Playwin, we anticipate to live telecast horse-race on our Sellivision network. All such games are branded as Bingo,” said Bheda. In Raffle a $0.25 ticket will be sold to the viewers and one can  win a prize worth $125.
 
Apart from common content, specific content is aired as per the type of location. For example, in Premium restaurants, there is more information related to gadgets, holiday spots and quiz; in Popular restaurants, there is content related to bikes, cars, recipes; and in Regular restaurants, because they are permit rooms, there is airing of health tips, hangover remedies etc. 

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