Three channels, one media group
Mountain Television, launched in 2009 and owned by Padma Group, describes itself as one of Nepal’s first analytical news channels. Its programmes cover news, business, health, education and energy, and its news site eMountain carries its journalism online.
Padma Group also runs two sister channels: Business Plus TV, focused on business and the economy, and Bhakti Darshan, a devotional channel with a loyal audience in Nepal and abroad. Together they reach viewers who increasingly watch on YouTube and social media rather than on a television set.
The Padma Group channels
Why Mountain Television came to us
When Padma Group came to us, its audience was moving online faster than its channels were. Viewers were watching on YouTube, Facebook and apps, and three channels with very different audiences needed a digital plan that worked for each of them.
Audiences had moved to YouTube and social media
Television viewers in Nepal and the diaspora were watching clips, not schedules. Each channel needed to be found and followed on the platforms where people now watch.
Three channels, three audiences
News and analysis, business, and devotional content attract very different viewers. One approach could not serve all three.
Video needed to earn online, not only on air
Programmes made for broadcast needed to be edited, packaged and published in ways that grow views, subscribers and online revenue.
Reaching beyond the channel’s own platforms
Many Nepali readers spend their day inside popular apps rather than on news websites, so the channels needed to appear there too.
Being found in search
News and programme content needed to be discoverable on Google as well as on video platforms.
What we did for Mountain Television
From 2020 we worked with Padma Group as its digital growth partner across all three channels, combining search, video platforms, social media and partnerships.
Channels built for online viewers
YouTube channel optimisation for Mountain Television, Business Plus TV and Bhakti Darshan, so programmes are easier to find, watch and subscribe to.
- Channel and playlist structure
- Video titles, descriptions and presentation
- Publishing plans for each channel
Broadcast content, packaged for the web
Editing programmes into formats that work online, from highlights to clips suited to each platform.
- Clips and highlights from programmes
- Formats for YouTube and social media
- A steady publishing rhythm
Each audience on its own terms
Social media management and optimisation matched to each channel’s audience, from news followers to devotional viewers.
- Page optimisation for each channel
- Content plans by audience
- Community growth
Reaching readers where they already are
Content syndication partnerships with Nepal’s popular calendar and lifestyle apps, Hamro Patro and Nepal Patro, putting the channels’ content in front of their large daily audiences.
- Partnership setup
- Content feeds for partner apps
- Consistent channel branding
News that can be found in search
Search optimisation for the group’s news content so stories reach readers through Google as well as video platforms.
- Search review of news content
- Structure for news and programme pages
How the engagement unfolded
- 2020
Growth model
A digital growth plan for each channel, built around online viewing and online revenue.
- Video
YouTube and editing
Channel optimisation and edited programme content for YouTube and social media.
- Reach
Syndication partnerships
Content distributed through Hamro Patro and Nepal Patro.
- Ongoing
One plan, three channels
Search, video, social and partnerships working across the group.
What Mountain Television came away with
Channels built for online viewing
Each channel set up to grow on YouTube and social media.
Content that travels further
Programmes reaching audiences through partner apps as well as the channels’ own platforms.
A plan for each audience
News, business and devotional viewers each reached in the way that suits them.
A television channel does not lose its audience online. It just has to meet them somewhere new. Our work for Padma Group was about taking three channels to where their viewers already were.
Queens Digital project team
Services behind this work
Running a media brand or video channel? See the services we used for Padma Group below.