TV channels eye prospects in merchandise business

With a rising number of viewers following the dressing styles of TV actors, channels are looking at it as a lucrative business proposal. They are targeting kids, youngsters and adults by introducing their own merchandise, primarily through the e-commerce route. Channels are giving brand merchandise rights to ecommerce companies to create sub-brands.

For example, Ekta Kapoor, Head of Balaji Telefilms has launched her own label ‘EK’, which is an ethnic wear line and also offers and jewellery followed by Indo-western wear and accessories. like Viacom18, Fox Consumer Products and Disney India too are taking the initiative to tap into growing consumer base by expanding their merchandise business. To begin with EK will be available on Best Deal TV, Balaji Telefilms’s television partner and the company is currently exploring ecommerce partners to launch it online.

Viacom18 Consumer Products has partnered FC Barcelona and Winx Club and Disney India and tied-up with designer label Satya Paul to launch Disney-themed saris. Industry estimates suggest that the merchandise business is around Rs 4,000 crores at the moment and is witnessing a growth of 15-20 percent. Viacome18 has licensed brands from its television channels Nickelodeon, Colors, MTV and VH1 and it has partnerships with 50 licensees for a range of consumer products.