MTV explores new merchandising options

MTV Networks India is banking on merchandising options to push growth and viewership this year.

For Nick India, the Group's channel for children between 4 and 9 years, it is looking at launching three new lines of merchandise within a year's time.

At present it has seven lines of merchandise from Nick's popular shows that include board games, toys, apparel, back-to-school-range, story books, party products, and PC games.

In a year's time, MTV is looking at launching bed and bath linen for children.

It would also launch accessories like hairclips and wristbands. In apparel, the company would launch a complete range modeled around some of Nick's popular characters like Sponge Squarepants and Jimmy Neutron.

At present, Nick's apparel range is modeled on its popular character Dora.

Talking to Business Standard, Sandeep Dahiya, associate vice-president, communications and corporate affairs, MTV Networks India, said, "Merchandising for popular television shows is in a very nascent stage right now, reason why we are planning to tap the growth."

At present, the children's merchandising market is estimated at Rs 18,000 crore, however, the organised market constitute just about 7 per cent of it and is dominated by Disney, Cartoon Network and Warner Brothers. MTV Networks merchandise, at present, is available across 1,300 multibrand outlets in 130 cities in India. It also has two branded outlets in Mumbai which the company plans to replicate in other cities as well once revenues from merchandise escalades.

The stores are around 300 sq ft and are franchised to Primus Clothing. "We have just started looking at merchandising revenues. It is a little premature to comment on expectations right now," Dahiya added.

In a parallel development, MTV is also planning to launch a food-based show by the end of this year. Christened 'Eat This', each episode will be hosted by a hostelite who would prepare 'MTV Weird Food Guide' for that episode. Each episode will talk about various types of food items that people between 15 and 24 years would like to have, from a hostelite's perspective.

"We have identified 13 hostels in India so far who would send one student every week to play the host. We thought of doing the show with hostelites since survey said they are the ones who often strive to find the right kind of food at the right time," informed Ashish Patil, general manager - MTV.