The Hindu Business Line : Star Plus jacks up advertising rates

DIPPING interest in cricket due to India's poor performance, continued high viewership interest for the flagship prime time shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki and Kasautii Zindagi Ki and the launch of some new shows are factors that have led Star Plus to increase its advertising rates by 15-40 per cent.

Hence from now, a 30-seconder on the three K serials would be available for as much as Rs 20 lakh while ad spots during the afternoon would be available at anything between Rs 6-17 lakh. The card rate during prime time for channels such as Sony and Zee vary between Rs 4.5 lakh-2.75 lakh for a 30-seconder.

Speaking to Business Line, Mr Kevin Vaz, Executive Vice-President, Advertising Sales, Star Network, said that the rates are highest for the three shows from the Balaji stable as these have consistently delivered. "Kyunki... has hit the highest ever ratings with 19.41 television rating points (TRPs). Both Kasautii and Kahani have also done well this year. During the afternoons, Kumkum and Bhabhi have had very good viewership," he said justifying the rate hike.

The channel is confident that it would not have a problem wooing advertisers. "During the first quarter (July-September) the channel witnessed a 30-40 per cent growth and during the current festive season, we are sold out," added Mr Vaz. He further added that cricket has been tanking. Even during the current series, several advertisers have been switching to Star Plus. Two-wheelers, as a category has moved into the channel. Others such as cars, insurance, financial institutions and retail are advertising in a big way.

Star Plus is also expecting a number of regional advertisers to come onto the channel. "With the relaxation of norms, we expect small exporters, kitchenware, makers and even food chains to advertise on the channel," he added.

Besides, these the channel will launch two new programmes during the 9-10 pm slots. Only recently it launched Hello Dollie, K Street Pali Hill, Kal Chakra, Shararat, Saarthi and Kesar.

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