MTV Network signs P9 Integrated for marketing
Deepak Mohanty - Televisionpoint.com
MTV Network has awarded P9 Integrated as their sole concessionaires for marketing entertainment properties, so as P9 Integrated will represent MTV in the entertainment industry.
The deal includes exclusive rights of selling MTV for film marketing, music promotions, home video, live events and other related activities. The current base of the entertainment marketing industry is estimated to be Rs 200 crore and the expenditure to market entertainment properties is growing steadily at 30 per cent. P9 estimates that in the next five years this market will grow to Rs 2,000 crore.
According to the CEO, P9 Integrated, Naveen Shah, "Marketing is an integral part of the total cost of the producers and the production, will eventually have to look at it as an investment rather than an expenditure. We are in high spirits to hand round MTV Network. P9 Integrated will stand in for MTV, VH1 and Nickelodeon."
On the Integrity of the Integrated one, he further continues, "Today, an average consumer gets around 1,000 messages a day. Almost four movies are released every week and films are not competing among themselves anymore. Even the idiot box is also not a big menace. A film today also has to compete with McDonald's or Barista and a Shopper's Stop or Oxford Book Store for consumer mindspace as well as the share of the wallet. The only way to rise above this clutter is a targeted marketing that will hit the right TG."
MTV Network has awarded P9 Integrated as their sole concessionaires for marketing entertainment properties, so as P9 Integrated will represent MTV in the entertainment industry.
The deal includes exclusive rights of selling MTV for film marketing, music promotions, home video, live events and other related activities. The current base of the entertainment marketing industry is estimated to be Rs 200 crore and the expenditure to market entertainment properties is growing steadily at 30 per cent. P9 estimates that in the next five years this market will grow to Rs 2,000 crore.
According to the CEO, P9 Integrated, Naveen Shah, "Marketing is an integral part of the total cost of the producers and the production, will eventually have to look at it as an investment rather than an expenditure. We are in high spirits to hand round MTV Network. P9 Integrated will stand in for MTV, VH1 and Nickelodeon."
On the Integrity of the Integrated one, he further continues, "Today, an average consumer gets around 1,000 messages a day. Almost four movies are released every week and films are not competing among themselves anymore. Even the idiot box is also not a big menace. A film today also has to compete with McDonald's or Barista and a Shopper's Stop or Oxford Book Store for consumer mindspace as well as the share of the wallet. The only way to rise above this clutter is a targeted marketing that will hit the right TG."
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