Financial Daily from THE HINDU group of publications
Wednesday, Jun 08, 2005
Financial Daily from THE HINDU group of publications Wednesday, Jun 08, 2005 |
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Marketing
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Advertising Industry & Economy - Radio/TV Channels not charging high ad rates for new game shows — Banking on in-programming placements Nithya Subramanian
New Delhi , June 7 THE three mass Hindi entertainment channels are banking on three big shows — KBC 2 on Star Plus, Fame Gurukul on Sony and Business Baazigar - The Next Big Entrepreneur on Zee — to boost their television rating points and shore up the revenues. But charging a huge premium on the advertising rates for these new offerings is not a strategy the channels have adopted. Consider KBC 2. Media planners said the card rate for the Amitabh Bachchan show is Rs 7 lakh for 10 seconds. But advertisers are able to buy spots at half the price. Advertising slots on Fame Gurukul, based on the internationally successful show Fame Academy, are also available for less than Rs 3.5 lakh for a 10-seconder while the just concluded Indian Idol was sold for about Rs 2.75 lakh a spot. "We are expecting Zee's Business Baazigar also to be conservatively priced at about Rs 1.5 lakh-1.75 lakh for a 10-seconder. The rates for the reality shows are marginally higher than what popular soaps and serials attract," said a Mumbai-based media planner. So will these offerings that have high investment make their money? According to a senior official in a media-tracking firm, "If channels want to charge a premium on such shows, they would have to offer the advertiser more value. And this is increasingly coming from in-programme placements as well as mentions by programme hosts." Therefore, Indian Idol anchors mentioning Nokia during the show is viewed as value addition. For KBC, Star Plus too is offering opportunities such as computer branding, money tree branding, 50:50 lifeline and some others. Media Planners further added that each genre of channels have certain benchmarks based on the cost per rating points (cost of spot over rating). "Ad rates are finalised not on the basis of the programmes alone but are also viewed with respect to the overall channel profile. Therefore, there will be parity in rates of channels of a kind." Meanwhile, both the broadcasters as well as the research reports have indicated higher revenues.
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