Maa TV piggybacks on SMS mantra

Moving away from the run-of-the-mill stuff, Telugu entertainment channel Maa TV is riding high on the short text messaging service (SMS) strategy to enhance the levels of viewer interaction.

The three-year-old channel, run by a troika of Siticable professionals, already beams nine SMS-based programmes and is planning to add six more interactive gameshows within one-and-a-half-month.

Says D Rajendhira Prasadh, executive director of Maa Television Network Limited, "The role of the viewer, of late, has changed considerably from a passive onlooker to an active participant. Keeping this in view, we have moved away from the routine soaps and shows aired by most channels. The SMS-based programmes have been paying dividends and are adding to our revenue streams."

He, however, declined to share the revenue figures that the channel has been raising through its SMS-based programmes.

"Currently, there are over 20 lakh mobile users and close to 60 lakh households have cable connections in the state. In another two years, the number of mobile users is expected to double in the state. Keeping this huge potential in mind, we are creating programmes, especially SMS-based, that centre around viewer participation," he says.

Maa TV, Prasadh claims, is the only television channel in the country which telecast the highest number of SMS-based programmes. It was launched in 2002, and since then the channel has introduced nine SMS-based programmes including Brain of Andhra, Airtel Lakshadhikari, Sangu Bhala, UR Under Rest, Cell Se Dil Tak and 70MM.

While Brain of Andhra is a concept created on the lines of Kaun Banega Crorepati, Airtel Lakshadhikari is a live show wherein viewers can download tickets on their mobiles, play housie (tambola) and win prizes of up to Rs 1 lakh. Cell Se Dil Tak enables viewers to convey their wishes/greetings to their loved ones.

Sangu Bhala is the first-of-its-kind SMS-based programme focusing on ringtone downloads wherein the viewer can view and hear the 'must-have' ringtones.

The anchor announces different ringtones, and shows a clipping of the song, gives brief details of the lyrics, lyricist, music director, etc. A pull-code is given to each song, and the viewer can download it as a ringtone (Rs 7 each) using the code and the number "� 7337.

According to Prasadh, while Cell Se Dil Tak draws up to 2,000 SMS per week, Brain of Andhra and Sangu Bhala mop up 14,000 and 9,000 SMS respectively per day. "Brain of Andhra, a four-times-a-week programme, is receiving a TRP (television rating points) of 4 regularly."

On the channel's financial performance, he says, "Currently, the channel, on an average, is generating an ad revenue of Rs 2 crore per month. We expect to garner an ad revenue of Rs 36 crore this fiscal."

Maa TV, which clocked a turnover of Rs 38 crore in the fiscal ended March 31, 2005, is targeting to close the current fiscal with a turnover of Rs 51 crore.