Media Futures, the media consulting wing of Lintas India, has been put in charge of formulating a strategy for ETC Music.
The two year contract, says National Business Manager, Media Futures, Vijay Pherwani, will have a two pronged goal - increase channel consumption and position the channel as attractive to the advertising community. At the moment, research from both the consumer and media perspective is being conducted across major cities in the country, he says.

Results of the research study are expected to roll in a couple of weeks and will be used by Media Futures to identify areas in which they will be able to add value to the channel. From the research, Media Futures also expects to have an idea as to how the channel is to be positioned to be different from rivals like B4U Music and MTV.

Media reports quote ETC Networks? CEO Pradeep Dixit as saying that this was part of the channel?s consolidation and expansion process.

City eveninger Mid-day‘s station becomes the third private FM player in Mumbai to go on air from today.
Christened Go 92.5 FM, the channel will be a music based, city based radio station. Says Rajesh Tahil, who heads Go 92.5 FM, "We will have the best hit music and new music and loads of city info through our Mid-day network in every galli of this city." Like Radio Mirchi and Win 94.6 that have taken off earlier, Go 92.5 is targeted at the young English speaking listener with more English content than Hindi.

Go 92.5 FM‘s towers are located at Belvedere Court in Mumbai Central. So far, a staff of 20 has been recruited. An outdoor and print campaign is already in place, while the company also plans to have email and event campaigns to promote the radio channel. The channel has already signed on 17 advertisers for its various shows like Radio Talkies, Horn OK Please, Catch 33 and Radio X which will air between 4 pm to midnight. Tahil says Go 92.5 is looking at a market share of 25 per cent and hopes to break even in three years.

Go 92.5 is modeled on the model that Radio Midday created before it went off air in 1998. "Great programming, great presenters, innovative ideas for advertisers and an identity that is uniquely Mumbai " is how Tahil terms it.

Zee Telefilms chairman Subhash Chandra today hinted that the group is not immediately interested in starting a direct-to-home (DTH) TV service.
"DTH is not as big (a technology) as has been made out in India," Chandra told indiantelevision.com on Thursday. "The target market for DTH would be 4-5 million homes under the present economic circumstances," Chandra said pointing out that no matter how much marketing a DTH company does the final target would be what he said.

However, it is interesting to note that Chandra‘s company was the first to announce its intention to start a DTH service in India, along with Sterling group‘s C. Sivasankaran, when the government had announced the policy guidelines for KU-band DTH services over 18 months back. What is also interesting is that Zee TV‘s former partner Star India has been extremely buoyant about launching a DTH service and its chairman James Murdoch has been very vocal in his opposition to CAS and Indian cable operators.

Speaking on revival of the economy and its reflection on the ad spend on TV, Chandra felt that advertising revenues have "started looking up." "With new sectors like insurance opening in India and comparatively smaller advertisers (like those selling slippers (footwear), snacks and locally-made undergarments) starting to advertise on TV, ad revenues certainly have been on the upswing in recent times," he said.

As an example to his theory, Chandra cited the example of Zee TV‘s advertising pattern during early days. "In 1992, when we started, Hindustan Lever accounted for between 40-45 per cent of the total ad revenue of the channel," he pointed out, adding, "The financial year that we closed on March 31, 2002, HLL‘s share has come down to 5-6 per cent. This does not mean that Zee‘s ad revenues have come down. It only means that others too have made inroads."

Asked what sort of appreciation in ad revenues does he forecasts for Zee Telefilms in the future, Chandra said, "During the current financial year we expect ad revenues to go up between 10-15 per cent."

Pointing out that TV is slowly attracting ads which otherwise would have gone to other avenues, Chandra said that today TV attracts about 35 per cent of ads from the total ad pie.