MUMBAI: Even as the launch of the channel has been delayed by a week or so, 24/7 shopping channel Best Deal TV is making sure that when it launches, it provides consumers with a service that is a cut above the rest.
The channel, which is a joint venture by entrepreneur Raj Kundra and Bollywood actor Akshay Kumar, was earlier supposed to launch across major cable and Direct to Home (DTH) platforms on 18 March. However, according to information available with Indiantelevision.com, the launch has been postponed for at least a week.
A new channel’s success is directly proportional to its distribution and marketing strategy. For a home shopping channel; the better the logistics, the better its reach. Speaking to Indiantelevision.com, Best Deal TV COO Meghna Krishna says, “We have tied up with the best logistical agencies to deliver to over 10,000 zip codes in the country. Currently, we have the capability to deliver PAN India within three days. In the next six months, we will be launching a path breaking solution where we will be able to deliver goods PAN India within five hours.”
To back the launch of the channel with a high-decibel marketing campaign, Best Deal TV has appointed McCann Worldgroup as its creative agency. “We want India to know that they have a better option for shopping now and since the idea of the channel is different from the usual, we have to spread the word,” informs Krishna.
With 24x7 shopping channels like Home Shop 18, Star CJ Alive and Den Snapdeal TV, the Indian consumer is now familiar with the concept. In a country obsessed with Bollywood celebrities and cricket, Best Deal TV has the advantage of having many a celebrity names attached to itself. Throwing light on the channel’s strategic plans, Krishna says, “The strategy is very simple. We will be providing a quality service, which has been missing in this arena. We don’t want to position the channel in the elite class. Instead, we are looking at the common man, the people of India because it’s not just about quality but value for money as well.”
Explaining more about the channel’s target audience, Krishna says that Best Deal TV will cater to a versatile group of people as different products are targeted to different a group of audience. “Best Deal TV is the right destination for every Indian, who aspires to be stylish or wants to buy products that showcase the latest trends with great value for money. Since we will be offering different types and range of products on the channel, we will be targeting all age groups.”
When it comes to general entertainment channels (GECs), news or sports channels, the key source of revenue is advertisement. However for a home shopping channel, that key source is the products it sells. Though the channel is terming it as shopping and entertainment channel, the revenue source will continue to be product sales. “We will make money by selling products like other retail channels,” says Krishna.
When queried on how the channel planned to position itself as a cut above its rivals, Krishan says, “So far, all home shopping channels are based on just shopping but our channel will offer entertainment and shopping. The audience will now have the option of buying what their favourite celebrity wears or uses. They can now follow the same trend and style, be it with fashion, lifestyle, home, beauty or health. We are trying to bring products that are more interesting to customers. We have a tie up with the best of designers, actors and people associated with this channel to bring innovation and exclusive range of products.”
Best Deal TV’s exclusive premise is that all the products that it will offer on the channel will have a celebrity seller. However, it is indeed a challenge to have a celebrity association and keep a check on the price tag too. Explaining the celebrity-channel chemistry, Krishna said, “Most of the celebrities that are coming on board will be our partners. Since we are directly dealing and working with the manufacturers, we get the best prices.”
Moreover, celebrities grab eyeballs and the channel was looking at converting those eyeballs into transactions. “The association is different from normal advertisement. The process of watching the ad and then going to buy that particular product is very slow. Here, our mantra is instant gratification. We want people to look at their favourite celebrities with the product they are launching and decide then and there if they want to buy it or not. Once the decision to buy has been made, it is our responsibility to get it delivered at the earliest. The only process here is the customer’s decisiveness. Everything else is instant and innovative.”
Internationally, the home shopping industry is getting bigger and better with time, whereas in India it is still in its nascent stage. Spelling out the challenges that the industry faces, Krishna says, “Like any other industry, the teleshopping industry also has the same growth pattern. The challenges that we have to overcome are, to break the cliché of the teleshopping channel by providing a place where customers come to see the latest style and trends and shop if they like. As far as the growth is concerned, as long as we keep innovating and give the customers what we want, the target is easily achievable.”
“We have very high expectations from this channel. We believe in quality, value for money and we want to keep our customers satisfied. With these aspects playing a major role in our channel, I definitely see Best Deal TV as a leader,” concludes Krishna.
