Kavasam TV

Launch Digital Strategy

Launch Ideas
A series of ideas to launch the TV first on the Digital Platform to
earn the eyeballs and throw the noise of Kavasam in the air

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Decipher the S.H.I.E.L.D.
Kavasam Agent

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Thread in the Brand language being ‘Kavasam’
as Shield into the Social Media
• Feature the history of Shields by interweaving it with the
growth of the entertainment industry. (A Series of 6 posts
to start off)
• Depict what Kavasam will stand for, SHIELD for
Entertainment, SHIELD for what People Watch, SHIELD
the protects and portrays originality etc.
• Define a character #KavasamAgent who reports and
depicts the channel at all times and has a unique tone of
language that is witty and relatable at all times.
• Empower every person/viewer to be a Kavasam Agent and
report news and everyday happenings around the state.
• Tease the user with #KavasamAgent reports from inside
the channel and from the shows that are in the making.

#KAVASAMAGENT, becomes the modern day topical take on the

happenings in all fields of the state
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 #NameTheGame
Involve the viewers in naming game before the launch

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 Make the viewers own the series/show by
making them naming it
• Make a series of promos of the shows that are coming out on the TV and leave
the end slide blank.
• Involve the social media users in naming the series based on the
promo/storyline that is being exposed to them.
• Use the celebrities on the show by making them give their own name to the
show and also involve the other film celebrities in taking part of the Peyar
sootu vizha of the show.
• The Launch of the TV will showcase the name that wins through rounds of
digital polling.

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 We’re on TV! Smile!
Roll out a series of Digital Promos featuring the who’s who
of the Digital entertainment world

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 Bring the digital platform entertainment on
a TV Channel
• Rope in all the influencers on Social Media and the digital medium for the
launch
• Programming the content around what the digital entertainment world offers
• Run a social media campaign where before all the videos on YouTube or other
platforms, these digital celebrities come in and say ‘We’re now on TV also!
Smile Please!’ as a Pre-Roll

Kavasam TV = The Digital Entertainment space on Television

WATCH WHAT YOU WANT ON TV!
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• Leverage on the social media presence that these digital celebrities have
and promote the TV through their digital presence.
• The TV channel positioning stays as a one stop platform that serves all that
a modern day individual consume on the digital entertainment space

The programming mix of the Channel can then include:

Let’s Make Science Simple Tech Review Sports Show Capsule Meme Review

Car/Bike Review Theatre and Comedy

DIY Shows
Sketches

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 Shoot ‘N Send
Launch the TV Channel with a UGC Content

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Leverage the creator and the camera in
every household (Smart Phone)
• Open entries for users to send in what they
shoot on a daily basis.
• Curate the input content through a theme for
the day/week.
• Launch the TV Channel with a film of a series
made out of these Viewer generated videos with
a voiceover as the story line that chains all the
videos.
• Build the PR Story of being the Channel made by
the viewers for the first time.

Social Media Contest  TV Channel Content

• Feature the best content on social media and
the process that went behind the making of the
voiceover.

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 The BTS life
Use the digital platform as the Behind the Scenes platform for the TV
Channel

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Social Media is the portal of the BTS
episodes of the Channel

• Under the theme of ‘What’s Cooking?’, build the

social profile featuring all the prep that is in
place to launch the show/series on time.
• Feature the shooting process of the shows and
the actors behind the lens life.
• Engage the online viewers to make them guess
what is being shot which will make them
comment on the next move of a character on
the show.

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 The X Factor
Launch with an unknown identity grabbing the eyeballs

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 Just the statement of ‘X is coming out soon!’
grabs a lots of eyeballs in the modern world

• Launch of series of Promos where people are talking about this famous
person who is coming to TV
• Play with the social media users guessing game in throwing out polls for
them to guess who is Mr. X?
• Mr. X-in Paarvaiyiley could be a series of posts where this Mr. X takes over
the channel profile and exposes his day to day life or surroundings which will
raise the guessing game.
• Reveal Mr. X on the day of the launch as the biggest face of the channel. ‘Mr.
X revealing on TV at 9 PM’ is the catch phrase.

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Other TV Show/Digital Ideas

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Sit Down Comedy
Spin off on the modern Stand up comedy trait shows.
Rise up along the tide of the same, with a local touch of Tea Kadai Bench!
The comedy show that can deal with the daily happenings and news in a
funny curated way with the setting of a Tea Kadai Bench.

Feature known faces like SA Aravind and upcoming Stand Ups as

moderators and also to deliver special performances.

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Mudivilla
A spin off show of Bandersnatch kind on TV, where people can choose the
decision that the character takes at the end of each episode.

Based on the viewers votes, the story plot changes and impact how the
story ends. Can be run as a weekly thriller show with a lead that acts of
decisions taken by the users and can be a never ending show, as the
character in just put into various situations based on the viewers’ votes.

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Paati Sutta Kadhai
Bring back the age old traditional classic short stories told to every kid as
they grow up through modern characters and in one episode story every
week.
The show can feature celebrity directors to direct their favorite
ThunaiPaadam Story and talk about it and feature the BTS in the next
episode.

Watch Video
https://www.youtube.com/watch?v=Rf7Z4ljSTyc
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Modern Kalacharam
Featuring a series of UGC from the digital or Social Media world like,
Memes, Tik Tok Videos, New Filters, Funny Captions, Discussion of
Trending #ashtags etc.

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Social Media Content Buckets
A series of content that the TV Channel’s Social Media platforms
can feature

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#Idhuvarai on Kavasam
Comic strips made out of the serial episode published on social media
after the serial is aired on TV.

#Meme-Ify
Share a screen-grab of a scene from a reality show or serial where the
characters are emoting wildly and ask the internet millennial to create a
meme out of it. Provide Meme Templates.

#VarthaiOfTheDay
Definition of a Word from a dialogue that is used on TV listed out similar
to a Words Wisdom/TTT post. Multiple pop version meanings of the same
word can be defined on the same post.

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Kavasam’s Take on Social Media Hashtags
The face of the TV gives Monday motivation, Tuesday thoughts,
Wednesday wisdom etc. in less than one minute.
Comment on trending Hashtags and carry on the social media trends by
the serial actors/Reality show hosts.

#AduthathuEnna
What happens next? Putting out the ending of the episode or a cliff
hanger from the show and asking people to guess on social media what
happens next.

#EnCharacterPurinjuko
Character definition of the people from the shows like an anatomy post of
sorts that explains how the character lives the life to make it more
relatable.
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#ChuttiReacts
Rope in a kid who is very cute and expressive, make him or a series of kids
reacting to a specific scene/episode of a show.
Throw out a contest to the viewers to send in their kids reaction for the
same scene.

#KavasamTrivia
A Social media series of the faces of the channel sharing an unknown
trivia behind the scene or a movie.
Ex: Sid Sriram sharing a quip from the composition of the song before he
sings it in his concert.

#PotPourri on Kavasam
A series of School back page games like, DUMB-C, Pictionary, Connect
the Dots, Match the Following, Solve the Puzzle etc. based on Kavasam
TV Shows.
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#BreakTheKavasam
Celebrities in their uncut version, sharing their hobbies and unknown
things about them in a short snippet video, by the way of breaking the
shield and opening up from their inside.
Teasers of the same can be released with leaked voice notes or
screenshots of the Celebrity’s Zomato Order or last Song that they
listened to.

Series of Things they can talk about are:

- Hobbies
- Last Song
- Last Swiggy Order
- Favorite Dress
- How many watches they own etc.

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Few Visual Representations,

#EnCharacterPurinjuko #VarthaiOfTheDay

#PotPourri #IdhuVarai on NeelaVanam (Serial)

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Digital Media Plan
The moneyball game on the platforms where the user interaction
is very high

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 Measurable insights of the digital medium to
boost the presence and the SOV of the channel

• The Media Objective of the Channel on digital medium should be to fall in the eyes of all
the varied digital medium users.
• Utilize the ad formats on the digital entertainment platforms to benefit the reach of the
TV Channel.
• Develop a strategy with different key performing metrics across different platforms.

The GEC formula to build the digital media strategy,

GROW ENGAGE CAPTURE

The existing and new The audience base to be
The audience base on the
audience base, through held captive and turn the
digital platforms of the
unique content that induces eyeballs from digital media
channel.
the double tap and interact. to the TV Channel.

METRICS THAT MATTER

Followers, Page Likes, Website Post Likes, Comments, Actions Views, TRP, Unique Users
Visits on IG Stories, Votes Reach, Impressions
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The Target Audience
The Millennial on Mobile The SMART TV Viewer

• Target the millennial on mobile through mobile only platforms like instagram more.
• The smart TV Viewer should be reached out on YouTube and other publications that one
uses for browsing.
• A ideal mix of audience base on both the group to be targeted across the mediums and
formats available.

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 The Media Plan
Genre Site/Publisher GEC Bucket Targeting/Section Ad Unit Deal Type Potential Reach Est. Likes/Views/Clicks Net Rate (CPC/CPV) Net Cost Comments

YouTube Capture Click for Detailed Targeting Pre Roll Ads 136364 0.55 75,000
CPV

YouTube Capture Click for Detailed Targeting Skippable Ads 31250 0.80 25,000
CPV

FB Likes Acquisation
Facebook Grow Click for Detailed Targeting Page Likes 5,900,000 36364 1.10 40,000
Campaign
Cost Per Page Like

Instagram Followers
Instagram Grow Click for Detailed Targeting Page Follows 5,900,000 61538 0.65 40,000 Acquisation
Campaign
Social Cost Per Follow

Multiple Post
Facebook Engage Click for Detailed Targeting Post Promotion 5,900,000 238095 0.42 100,000
Promotions on FB
Cost Per Engagement

Facebook Capture Click for Detailed Targeting Video View 5,900,000 83333 0.60 50,000
Cost Per View
Multiple Post
Instagram Engage Click for Detailed Targeting Post Promotion 5,900,000 285714 0.35 100,000 Promotions on
Instagram
Cost Per Engagement

Instagram Capture Click for Detailed Targeting Video View 5,900,000 200000 0.50 100,000
Cost Per View
Entertainment Section. SEC B,C, Video/Display
Daily Hunt Capture 16667 1.50 25,000
Age - 35-55, Male Ad
CPM
Entertainment Section. SEC B,C, Video/Display
BehindWoods Capture 27778 0.90 25,000
Age - 18-35, Male Ad
Publication CPM

Search and Display Network around Search and

Google Grow N/A 36364 0.55 20,000
Entertainment and Brand Keywords Display Ad

CPC
Total 1,089,325 - 600,000

Media Budget Split of Rs. 6 Lakhs/-

GROW ENGAGE CAPTURE

1,00,000 2,00,000 3,00,000

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6,00,000 INR

Media Budgets

5,900,000 Users

Potential Reach

1,089,325 Users

Est. Engagement/Views

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Thank You!

Any questions?
You can find me at:
shashidharan92@gmail.com
+919884375847

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