MTV, Nickelodeon join One Alliance

The One Alliance leverages distribution strengths for all its members among cable networks and ensures the bouquet of channels are promoted under a single umbrella brand. It's also involved in operator-friendly initiatives with campaigns encouraging patrons to pay their dues on time. Sanjev Hiremath, vice- president, networks development, south Asia, MTV Networks India, said: "The objective is to be a part of a quality bouquet. Since MTV and Nickelodeon are leaders in their genres, the brand fit adds to quality of offering; complements and completes the existing package since kids and music were missing." Punitha Arumugam, CEO, Madison Media said the alliance would bring down channel costs to an 'overall level' as each of the partners develops distribution muscle. Wider distribution is not believed to be a major reason for MTV becoming part of the Alliance, given its claimed presence in 24 million households, and across smaller towns. However, said Hiremath, Nickelodeon, with 17.3 million households, still has scope to grow, and the channel has been tailored to appeal to the mass market with a regional language feed in Hindi. Some media sources, however, believe the distribution alliance could develop into a sales alliance in which channels might market themselves and offer bundled packages to clients. But Hiremath noted: "Our joining the platform is essentially towards growing distribution and has nothing to do with ad sales which will continue to be our individual responsibility." The channels, particularly MTV and Sony, have collaborated on events such as the music industry's first Immie awards. Hiremath said the new association might lead to better relationships that could be leveraged for one-off events. But he asserted, "It doesn't involve ad sales as of now or ever in the future. In distribution, it's not even possible to package."