Viacom 18 looks to bring more international IPs to India through INS

Viacom 18 has announced that it will launch more international properties in India under Integrated Network Solutions (INS), a division created to monetise global IPs from Viacom. INS had been soft launched a few months ago, and the first property, MTV Video Music Awards, is scheduled for March.

Two units under INS are at work. Viacom 18 Live is focused on getting the IPs to India, while BE Viacom 18 will create content from the properties for network channels. INS is headed by Jaideep Singh, senior vice president and business head.
Speaking with Campaign India, Singh noted that INS would be a ‘sizeable business’ but did not divulge the revenue contribution expected from the unit.

He said, “We’ve been talking to clients about our network-level offerings, and so far we’ve got a very good response. Going forward, as we will launch many content formats and IPs. I’m sure clients will be more than happy to avail our solutions as it’s an offering no other networks in the media space offer.”

The company has roped in Micromax as the presenting sponsor of the first edition of the MTV Video Music Awards in India. The content will be simulcast on seven channels: MTV, Colors and five from the E TV stable.

Other properties that Viacom 18 plans to bring to India are MTV World Stage, Vh1 Jazz festival, Vh1 God of Guitar, Comedy Central Comedy Festival, Comedy Central Comedy Nights and Nick Kids Choice Awards, informed the spokesperson.

Singh added, “We launched Integrated Network Solutions with the idea of strengthening our relationship with key clients by offering them the advantage of our network strength. As a group, we have successful businesses in genres such as general entertainment, kids and youth. All our channels are doing very well in their respective genres. We have Viacom 18 Motion Pictures in the movies spaces which is going from strength to strength. So it was ideal for us to bring all these brands together and offer our clients the advantage of a strong network.”

INS would be a separate business unit within the Viacom 18 fold, informed Singh.