How do you create content in line with societal realities
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A leading Hindi general entertainment channel had refreshed its brand positioning which connoted ‘sparking new conversations in society’
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A content refresh representing this positioning was rolled out.
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Mandate was to articulate the cultural and semiotic discourses around the positioning, that could be fed back as a brief for the content development teams
Background
Challenge
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The TRPs for the channel had slipped, and content needed to be in line with societal realities of the day.
Brand solution
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The concept of the positioning being very broad, we picked up constructs that would represent this concept and focused on three of them – definitions of Femininity today, Love, Relationships.
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The target group being women in tier-2 cities, content around these constructs would resonate more
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After an audit of the current programming on GEC channels – this channel included and others - we pinpointed the prevalent orthodoxy in content around these constructs.
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The prevalent orthodoxy we identified were narratives around difficult love relationships, revenge dramas, supernatural themes around women, and plot lines requiring audiences to suspend all notions of reality.
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In the next step, we identified subculture discourses around the chosen constructs, and articulated ideologies that were true in spirit and mirrored today’s reality, all in tandem with the brand positioning.
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These ideologies will be taken forward as a basis for developing content.
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at are timeless in any culture – and is a way of life / personality if chosen.
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