In the final half of our interview (Part 1 is here) with Viacom18's Director, Digital Ali Hussein, he spoke about monetisation, bundling platforms for advertisers, the company's voice strategy, Mobile TV, online music, and working with Viacom Global and Web18. How do you monetise content on MTVindia.com? It gets monetised in a very strategic way. MTV gives us creative liberties to get certain integrations done where no other platform like a Facebook or Orkut can give you such synergies. As a result our activations are always joint. It's not like selling MTV India but Roadies Battleground through a microsite. There will be a social media strategy, a mobile strategy and a TV strategy and it will be a monetising of the product not the platform. How are the deals with advertisers structured? Do you charge separately for each medium? These are not modeled along a CPM or CPC rate. These are sponsorships for premium integrations which will involve components - there will be a digital destination, certain interactions within social media, a social media strategy will be created for them based on this, certain activations either leading from or to TV. These are then completely valued in terms of what all we are delivering in marketing promotion, certain costs involved in production and also certain premiums on brand integrations that we do. There is no slab or rate structure. Obviously properties like Roadies and Roadies Battleground will be far more premium. Comparatively, Stunt Mania will be different and Fear Factor…
