Viacom18's brands to get strategic solutions from in-house outfit, INS

The new division will help create large format individual properties and will extend the international offering, called BE Viacom, to the Indian market.

Viacom18, the joint venture between Viacom and Network18, has officially launched its brand solutions offering, Integrated Network Solutions (INS), in India. The new division will be headed by Jaideep Singh, SVP and business head, Viacom18, Integrated Network Solutions.

It will be divided into two clear verticals, Viacom18 Live and BE Viacom18.

Viacom 18 Live will create large format events which will be exclusive Viacom18 properties. The first of these is Video Music Awards India (VMAI), which will be simulcast on seven channels including Colors, MTV and VH1. The vertical will also create other properties, about seven-eight events annually, which can tread across various channels of the network.

The BE Viacom18 sub-division will focus on offering integration opportunities and marketing solutions to brands (advertisers) through the products of Viacom 18 Motion Pictures. It will also create holistic business solutions for the clients across the Viacom18 network and link the global properties of the network with India. The vertical will also launch more properties in the regional segment, to support the network's acquisition of the ETV channels. BE Viacom is already present in many other countries.

Another division will work to develop and utilise the digital presences of celebrities. The business division will acquire and build on the digital rights of celebrities, which can subsequently be used as a monetisation tool for the brands and the celebrities themselves.

Jaideep Singh adds, "While it is being done to some extent already, it is not been exploited much. We will focus on the second rung celebs, mostly television and sports personalities. These are for the masses."

Justifying the timing of the move, Singh says, "All the brands in the network are quite strong and have reached a threshold. This is the right time to build live events, since last year the country witnessed over 70 events taking place. Plus, INS will provide the best and simplest way for the brands to harness the strength of the network."

The outfit will take care of all the Viacom18 brands and products but does not plan to entertain any outsider brand for the strategic solutions arm. The INS division will have 30-35 employees, mostly senior management.