Channel [V] takes the brand to where all the action is; opens [v] Spot Café & Bar

The youth channel has opened the first outlet of Spot Café & Bar at Saket, New Delhi, and plans to open 30 more outlets within the next three years, mainly focussing on mini-metros and Tier I cities.

After going through a revamp in August 2009, Channel has now extended its presence by venturing into the cafe and bars business through Spot Café & Bar at Saket, New Delhi. The youth channel has joined hands with hospitality consulting firm Technopak, which has worked on the design of the cafe and bar.

Speaking to afaqs!, Prem Kamath, executive vice-president and general manager, Channel , says, "Our research highlighted the fact that consumers use TV channels as a source of recreation to spend only 20 per cent of their time in a day, while 80 per cent of their time is spent hanging out with friends and spouses. Going along with this finding, we thought of taking the brand closer to our target audience -- the youth -- by launching Spot Café & Bar."

The venture will follow a franchisee model, and will be opened in two types of formats -- large format cafes spread over around 5,500 sq feet, and smaller ones of approximately 1,000 sq feet. The channel plans to open a chain of 30 such outlets in the next three years, mainly focussing on mini-metros and Tier I towns and cities.

"While we did think of opening the first outlet in Mumbai, we decided to go with Delhi as it's a big market for us. Also, in terms of cost, Delhi was a more feasible option. After Delhi, we plan to open the cafe and bar in cities such as Chandigarh and Indore, where such options are limited for the youth," explains Kamath.

In order to maintain synergy between the core proposition of the channel and the cafe and bar, Channel has woven certain elements to link the two. According to Kamath, the ambience of the cafe and bar is a reflection of the channel's value. The cafe and bar is also a place that promotes raw talent like amateur singers, rock bands and comedians. The performances are recorded and then aired on the channel's show, Spot. Apart from this, the cafe and bar has a video wall which allows people to record video messages for anyone, to be aired later on Channel .

The youth channel is promoting its new entity through a television campaign, which is currently on air. The campaign also involves print ads in papers such as Hindustan Times, Delhi Times, and other local papers. Activations in two-three malls located in the area are also in the pipeline.

"Additionally, in a few weeks, we will launch a mini-concert that will take place inside the cafe, which has a stage for such performances," says Kamath, adding that Spot Café & Bar is a place meant for the youth to spend time comfortably through an array of entertainment choices, and once again engage with brand Channel .