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ALSO FEATURED 4 December 2011, EXPERIENTIAL MARKETING 35
Music in Television & Reality Shows
The music reality show model has seen much success
among India’s TV watching audiences, and has been
endlessly replicated. The need to measure success
beyond TRPs was one of the key issues discussed
by panellists including Neeraj Vyas, Executive Vice
President & Business Head, SONY MAX and SONY
MIX; Aditya Swamy, Senior Vice-President, MTV; Arvind
Krishnan, Director – Marketing, Bacardi; Gitanjali Sriran,
Founding Partner, Naked Communications; singer
Anushka Manchanda, Sigerm and Meiyang Chang,
former Indian Idol finalist.
Meiyang remarked: “A lot of people want only music and
some reality. You have to make sure the quality doesn’t
suffer, otherwise you’re just going to have mindless
clones.” While Meiyang feels that once the show is
over, the onus of moving on and making a career in the
industry lies on the participant, others differ.
Manchanda remarked: “Reality TV is made for TRPs.
What happens after is very different. There needs to
be a plan for the talent after the show is over.” Sriram
added that neither the music manager nor the TV
channel is responsible for talent, but that there needs to
be a separate service altogether that will take on talent
(musical or otherwise) once they are out of the show.
The industry partner was Saavn, while session partners
were Sony Mix and British Council. The Lanyard partner
was BMI; the official partner was Only Much Louder;
and the opening party partner was Shiro. Other partners
included Simca, Indiantelevision.com, Canadian Music
Week (CMW), Music2Deal, ArtistAloud.com MediaNama,
and Casbaa. Media partners were Afaqs, Indian Music
Talks (IMT), and the International Herald Tribune; the PR
partner was CMCG India.
Conference growth
Since its birth in 2009, the property has grown considerably
in terms of the number of partners on board, and in terms
of participation.
On the property’s development over the last three years,
Viral Oza, Director - Marketing, Nokia India said: “After
the success of Nokia Music Connects two years in a row
since we started in 2009, we have taken Nokia Music
Connects 2011 to newer heights.”
“A forum such as this one offers an ideal platform where
diverse industry voices coalesce to build and strengthen
the music and entertainment ecosystem; all the more so,
since the Indian music industry and the entertainment
industry at large is poised for momentous change now,”
added Oza.
Meiyang Chang,
Former Indian Idol Finalist.
“A lot of people want only
music and some reality.
You have to make sure
the quality doesn’t suffer,
otherwise you’re just
going to have mindless
clones.”
Partners
The title partner for the event was Nokia, and it was
endorsed and supported by the Indian Music Industry
(IMI), in partnership with Mobile Music Xchange (MMX),
The Phonographic Performance Ltd. (PPL), and
hungama.com.
Viral Oza,
Director Marketing
Nokia India
“A forum such as this one
offers an ideal platform
where diverse industry
voices coalesce to build
and strengthen the
music and entertainment
ecosystem; all the more
so, since the Indian
music industry and the
entertainment industry
at large is poised for
momentous change now”