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OTV’s Digital Marketing Journey from Zero to Hero

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OTV was launched in the year 1997 and was started and promoted under the dynamic leadership of Mrs. Jagi Mangat Panda. On 2nd December 2006 OTV turned into a full-fledged satellite TV Channel and made rapid strides. Supported by state of the art technology, innovative content-mix and a team of go-getters, the channel redefined television viewing in Orissa. Today with five distinct satellite channels – OTV (news & current affairs), TARANG (General Entertainment), TARANG MUSIC (Odia Music), PRARTHANA (Devotional channel), Alankar (24×7 movie channel) in its bouquet, the group has consolidated its position as the undisputed No.1 Television Network in the state.

Being a satellite Channel Network, OTV initially emphasized to grow its network both in Odisha and across the country. Definitely competitors matter and Odisha Television Network has an array of competitors in the list. While for a decade, Odisha Television was dominating the regional market, later a number of channels such as Kanak TV, MBC, Sarthak TV, ETV and some other channels in Odisha stood stern contenders to Odisha TV. Not only regional, but some International Television Networks like Zee TV and News World also entered into the regional market. That’s why started the concept of Digital Marketing in Odisha Television Network. Initiated with just a team of two people, now the Digital Marketing team in OTV has expanded to 10 members who are not just dedicated works, but leave no stone unturned to make this journey successful.

Business Objective OTV

As told earlier, OTV is primarily a Television Network and hence its business objective is to become the numero uno Television Network in Odisha. Besides, the Network also focuses on expanding its territory. With the help of its distribution team, almost all channel of Odisha Television Ltd. is now available almost in 20 states across the country. But this is not all, as another prime objective has recently been enlisted to the Company’s catalogue. As much the company focuses on augmenting its satellite channels, equal it stresses on enhancing its Digital Marketing and hence the Digital Marketing Dept. that was started only for promotional purposes has now started generating an annual revenue base of 3 crore (449004 USD).

Strategy adopted by OTV

The Digital Marketing Journey of OTV started just 3 years ago. Motto behind the initiation was to make the Network’s footsteps firm enough in the field of Digital Marketing. As a first step, the company planned to make its Social Media presence kicking and alive and there started the Facebook and Twitter pages.

Being a much popular channel, it took OTV only a couple of years to reach the target audience of One lakh (though the page was available before, but was only with 10k followers) in its OTV Facebook page. Besides, many subsidiary Facebook Pages of the Network such as Tarang TV, Prarthana, and Tarang Music took birth and today they have six successful Facebook pages for all its six channels.

The Twitter presence of OTV is also quite dynamic. With a follower base of around 90k, the Channel is considered to be the leading Media house page in Odisha. Apart, the company tied knot with many leading National and International Media brands like Times Internet, Hungama Digital, Eros International, VUClip, Apalya, Digivive etc. to explore its content in different platforms. Value Added Services was the major step to make programs interactive using the Digital Marketing platform.

The other major source of strategy was reaching people through website. Though OTV had its own website from day one, but it was beyond people’s reach. But post formation of the Digital Marketing platform, special steps were taken to make the website www.odishatv.in look appealing and reach every single user watching OTV. Besides, it was also the step to ensure OTV’s global presence. The company ensured to make the website available both in web and Mobile and Digital platforms across the globe. Different optimization and marketing strategies were adopted to induce more and more viewers and as a result today the webpage dominates the regional market with approx 5 lakh Users and 7 lakh pageviews per month.

Results Achieved by OTV

As stated earlier, result was beyond expectation. Though Digital Marketing in OTV was started only with the purpose of promotion and social media presence, but soon it turned to be a major Ravenue Generating platform for the company. Today the company’s annual revenue generation from Digital Marketing is approx 3 crore. Major revenue sources in the Digital Marketing Platform are its Websites, YouTube Channels, VAS platform, IPTV, OTT platforms, and other Content exploring platforms such as VOD & Telecom Operators. This is the growth in just three years. What more can be expected!

Learning

Though the source of Digital Marketing is somehow different in Media & Software industry, but some factors such as Target Users, ROI etc are the same and Digital Marketing is an amazing platform to enhance both your presence and Revenue share in Market. This can make miracle to reach your target audience in amazing pace and give you full satisfaction for Return on Investment. That’s the cause why every industry is now crazy to promote their products via Digital Platforms.

Image Credits: Odisha Television

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