The Hindu Business Line : `TV channels spending more on press ads'

TELEVISION channels are vying with each other to promote their programmes in order to increase both time spent and walk-ins (or the number of people who spend at least one minute on a programme).

They are therefore stepping up their spends on press in addition to on-air promos, according to a recent analysis by TAM Media Research.

On-air and in-press promotions became the norm from the year 2000 onwards, when a number of new shows (like KBC on Star Plus) were launched, the report said.

The year 2001 should have seen greater momentum in terms of promos, but for the fact that news took centre stage, with the September 11 attack in New York and the December 13 attack on Parliament.

"News became the staple diet of many a viewer, thereby eating into the viewership of other channel genres," the TAM report said. "And 2002 also reeled under the effects of the preceding year."

Average monthly spends by TV channels on press were Rs 8.2 crore in 2000, Rs 8 crore in 2001 and Rs 6.5 crore in 2002.

Spends for the first half of this year indicate an upward trend. TAM-Adex expects that spends this year will be about Rs 8.3 crore, and that TV channels will spend about Rs 100 crore on programme promotions in the press.

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