MxMIndia

Author: mxmadmin

  • In Freaking News, Ranjona Banerji reviews the fare on primetime news and in the papers

    Of Un-Saif celebs & hysterical cricket journos

    By Ranjona Banerji

     

    The happiest two Indians in the world right now must be Mahender Singh Dhoni and Virender Sehwag. The alleged fracas between film star Saif Ali Khan and a South African businessman and his family has pushed the apparent rift in the Indian cricket team to second or may be even third priority in the breathless world of Indian news television. We started Wednesday debating every small eyebrow lift made by the Indian captain and examined every snort by Sehwag to try and determine whether it was derogatory or just plain bacterial.

     

    But by the middle of the day, there was some terribly plaintively hurt gentleman, Iqbal Sharma, telling us in self-righteously hurt tones how Saif and friends had beaten him and his father-in-law up at Wasabi, probably Mumbai’s most expensive and best restaurant. Sharma sported a band-aid on his nose and told us it was broken. His father-in-law said he was punched in the face with a glancing blow (or something that sounded like boxing terminology) but even my flat screen hi-definition did not catch any visible marks on his smooth cheeks. Whatever. The duo appeared on any number of TV channels (all exclusively) and repeated their story. Saif Ali Khan said nothing. But the rest of the day was spent in speculation about when he would arrive at Colaba police station, when he would be arrested, what it would mean and so on. Maybe someone even discussed what he would wear, but I missed that.

     

    This drama went on and on although meanwhile some CPM cadre were killed in West Bengal, presumably by Trinamool Congress workers and Kingfisher’s fortunes continued to dip.

     

    But nothing was as big as the imminent arrest of Saif Ali Khan. Every TV channel accepted the version given by Sharma and family. The objectivity of there being two sides to a story seemingly goes out of the window when a celebrity is involved. As for the celebrity – he or she is either the worst person in the world or the best. I’ll qualify that, if the journalist is an entertainment journalist, the celeb is the best person. If a general category journalist then the celeb is the worst. The price of fame, presumably.

     

    Sadly, when the arrest happened, it lasted only a few moments and the film star was then out on bail. This also caused outrage. But regardless of whether Saif Ali Khan is a film star or not, I would like our TV reporters to investigate the last time someone was not eligible for bail for having a little late-night fisticuffs in a restaurant. If everyone was given seven years rigorous imprisonment for this crime, we would have to build thousands of new jails.

     

    * * *

     

    Anyway, the big news of the day appears to be the resignation of Mumbai Congress chief, the controversial Kripa Shankar Singh. Not only did the Congress do miserably in the recent elections but Singh has also been charged with corruption on several counts. I thank the newspapers for this.

     

    * * *

     

    Meanwhile, Dhoni and Sehwag must still be holding their breath. Because the hysteria of sports journalists and TV commentators, when it comes to Indian cricket, knows no bounds. It is completely unrestrained by logic, rationale, practicality and other such mundane notions.

     

    * * *

     

    RIP Marie Colvin, veteran journalist, with the Sunday Times (London), killed in Syria.

     

  • The Kannada news channel space has been abuzz with action and new launches, the latest being Public TV. Is there room for so many?

    Is more the merrier for Kannada news TV?

     

     

    By Tuhina Anand

     

    The Kannada news space has been abuzz with action all of last year especially with new launches and the momentum has continued with the launch of another new player, Public TV. With the new entrant, the number of players totals to six, including TV9, Suvarna 24X7, Samaya 24X7, Janasri, Kasthuri Newz 24, Udaya News.

     

    Besides the new launches the market which one can estimate to be around Rs 100 crore (only Kannada news) has been also on an overdrive on some of the existing players looking at potential buyers. TV9 has been in news as it has shown interest in diluting its stakes only to build its business further while there has been news on Janasri being keen to offload their share and on a lookout for potential buyers besides Samaya too keen on selling.

     

    With the new players coming in the truth is that there has been growth in this genre but there is also the view that some of the players have come into the business for propaganda, as the entertainment industry and politics go hand in hand in the South. So while Congress MLA Satish Jarkiholi started Samaya 24X7where news came of H D Kumaraswamy showing interest in the channel, Reddy brothers of Bellary own Jansari, Kasthuri Newz 24 is run by Anita Kumaraswamy who runs Kasthuri TV while Samaya 24X7 is Member of Parliament and Asianet boss Rajeev Chandrasekhar’s baby. Public TV is led by H R Ranganath who was earlier with Kannada Prabha and Suvarna News. In fact, the channel has been promoting itself by saying it’s the only channel run by a Kannadiga.

     

    Mahendra Mishra

    So the grouse as Mahendra Mishra, Director, TV9 Karnataka and News9 outlines is, “There has been a growth in Kannada news genre but I would put it as negative growth. If new players come into the fray it is obvious that it would lead to increase in the viewership pie but this growth has come at the cost of the news business. What one sees today on many of the Kannada news channels is not a pro-journalism but more on the lines of being pro-party. It is a sad story and we would really like professional players to get in the business and raise the bar.”

     

    Coming from the leader this statement is thought provoking considering that TV9 has almost 60-70 percent share in this market and its reach is more than Udaya TV which is the leader in GEC. It is also India’s biggest non-Hindi news channel in terms of viewership. The second position is of Suvarna News which stands at 60-70 GRPs while all the other players are fighting for the third spot and here too the gap between the second and the third is too huge. In this race, ironically Udaya News is nowhere close. In fact, another sad state that is expressed by an insider at Kasthuri TV is that many new players have been selling at extremely low rates thus spoiling the market altogether and making it difficult for genuine players to find its footing. He said, “For us, right now the focus is to beat Janasri and Suvarna and get a clear number three position in the market.”

     

    The state of affairs doesn’t seem too rosy for the players even if new entrants are there in the market. The revenue size has not grown despite new players. There seems to be stagnation in the market mainly because there is more focus on views and propaganda than on news and players entered with vested interest without a long term view. Essentially further growth will come when serious players get into news business. There is a need to build perception and credibility and go beyond TRPs.

     

    Suresh Selvaraj

    Suresh Selvaraj, ED and CEO, Asianet News Network however is bullish on this genre. He said, “We have seen jump in Kannada news viewing and have seen growth. Our channel is different from the rest as there is a difference between mass and class and we provide class to the mass.”

     

    Anil K Sathiraju, Associate VP and Head South, Mudra Max, observed, “Out of the six news channels which exist, viz., TV9, Suvarna News 24×7, Janashri, Samaya 24×7, Kasthuri Newz 24 and Udaya News channel, TV9’s relative share is the dominant with close to 60 percent channel share among 15+ CS (latest six weeks’ average). Between Suvarna, Janashri, Samaya & Kasthuri the balance shares are split. Udaya News comes as the last. TV9 has been in this genre for the maximum time and therefore has the first mover’s advantage. While one has to wait and watch how Public TV does, the feedback is quite positive in the market with lot of marketing efforts by the channel. They also claim to be a ‘balanced opinion’ated channel.”

     

    Karthik Lakshminarayan, COO, Crest (Madison Media), said, “Whenever there is a growth/spurt in the number of entrants in a category, growth is imminent and is good for all. It helps the consumers as they get options, it helps advertisers as they can segment audience better and target individually and specifically. Definitely a win-win. I don’t think that six players in this genre suggest overcrowding. It’s the natural way to grow and in most developed markets the number of news channels are equal to or more than this. The number of Hindi new channels or Tamil news channels are more than six and they don’t seem to be doing too badly (barring maybe a few) so why should this become a deterrent in this market?”

     

  • TAM Data (GRPs Channel shares of HGECs)- Wk 7 ’12

     

    Source: TAM Peoplemeter System
    TG: CS 4+ yrs
    Market: HSM
    Period: Wk 6: Feb 5 to Feb 11, 2012
    Period: Wk 7: Feb 12 to Feb 18, 2012

     

     

    About TAM Media Research

     

    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

     

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

     

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • TAM data Top 10 programmes on HGEC – Wk 7 ’12

    Source: TAM Peoplemeter System
    TG: CS 4+ yrs
    Market: Hindi Speaking Market
    Period: Wk 7 (Feb 12 to Feb 18), 2012

     

     

    About TAM Media Research

     

    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

     

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

     

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • The Government will be setting up a Central Monitoring System for content, following which restriction of content including news will be removed.

    Will private FM soon be allowed to freely air news?

    By Robin Thomas

     

    While it is known that private FM radio broadcasters will be permitted to air news and current affairs restricted to AIR (All India Radio), MxMIndia has learnt that all this could soon change with the setting up of a Central Monitoring System by the government.

     

    Mr Uday Chawla, Secretary General, Association of Radio Operators for India (AROI) has confirmed the development to MxMIndia, “The Government will be setting up a Central Monitoring System for content, following which restriction of content including news will be removed.”

     

    In fact, in an earlier interaction (interview) with MxMIndia, Ms Anurradha Prasad, President, AROI was of the same opinion that once a central monitoring system is set up there will be no restrictions to air news on private FM radio. When asked why the government is reluctant to allowing complete independence to private FM radio on news and current affairs, Ms Prasad stated, “The issue is of setting up a monitoring system so that radio content can be monitored by the government. Once this is ready, we don’t think the government will have any reason to limit news on FM radio.”

     

    The monitoring system will allow the government to monitor content aired on radio and perhaps prevent any possible adverse effects of the content aired. It is however not known when the central monitoring system will be set up by the government. At present private FM stations are not allowed to air news and current affairs on air and only a year back in July 2011, the government had given its nod to the MIB proposal which allows private players to carry news bulletins of All India Radio.

     

  • The value retail chain is not just retailing grain, but grinding it, kneading the dough and even making chappatis for its consumers – at no extra cost

    Big Bazaar brings new recipe to boost sales

    By Sarah Jacob

     

    Future Group’s Big Bazaar is making its biggest move into Indian households yet. The value retail chain is not just retailing grain, but grinding it, kneading the dough and even making chappatis for its consumers – at no extra cost.

     

    Such services, including de-seeding pomegranate, grating coconut as well as cutting pineapple and jackfruit on the spot, are presently offered only at its prototype Rajaji Nagar store in Bangalore, but will soon be rolled out in all the 12 family Big Bazaar outlets across the country.

     

    “The idea is to take care of all the pains of cooking, to reduce the negative labour that families do not typically reward the women for,” said Ashni Biyani, director of Future Ideas, the innovation and incubation cell of Future Group.

     

    “The consumer is familiar with modern retail and is willing to move to the next level,” added Future Group Founder and Group CEO Kishore Biyani’s only child.

     

    Industry watchers say the move will help Future Group, which launched value retailing a decade ago, win the loyalties of working women, students and singles with the new services. “This will help the company not just be relevant to consumers as international competition increases, but also in smaller cities such as Aurangabad, where the consumer may expect such services,” said Raghav Gupta, principal at management consulting firm Booz & Co.

     

    Big Bazaar has a team of ‘sevaks’ at the Rajaji Nagar store, which opened doors on Wednesday, to offer different kinds of additional services. If it’s vegetables, they can be diamond cut, in cubes, for salad or sambar as per choice and zipped into a bag or chutneys can be whipped up.

     

    With grain, the store allows the consumer to buy, for instance, a kg of multi-grain such as wheat, jowar and bajra. Once billed, the consumer has the option of getting it ground, kneaded into dough and even made into chappatis either for the full weight or in parts.

     

    The store also has a tailor to stitch curtains and a vendor to dry clean carpets and provide after sales services for electronics. Future Group has also opened an office for citizen service centre Bangalore One, which allows consumers to pay utility bills within the store

     

    Source:The Economic Times
Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved
  • Asterii Analytics will be headquartered in Mumbai with Niteen Bhagwat as the executive director and CEO.

    DraftFCB+Ulka launches Asterii Analytics

    By A Correspondent

     

    The DraftFCB+Ulka group has launched Asterii, an analytics company which is stated to continue the group’s endeavour to build capabilities and solutions that will create brand wealth for its clients.

     

    Explaining the rationale of the launch, a release from the company said, “Today’s business environment is being reshaped by three distinct factors. The first factor is a rapid decline of exploitable market segments. Easy access to technology and global internet-driven communication systems means that any idea gets replicated in months, if not weeks. The market has millions of profitable niches but these are not visible using conventional marketing techniques. “The second factor is the high cost of launching new brands and variants and consequently the high cost of failure. A cluttered market environment compounds the problem.

     

    “In such an environment marketers and businessmen are discovering that the time-tested method of intuition-based decision systems, albeit with a lot of process and information backups, is not yielding the desired results. In such an environment, there are several companies, which we call analytic organisations, which are competing on the basis of analytics and have built the entire organisation on a culture and process of data-driven decision systems. These companies increasingly are outperforming their peers in the marketplace “This shift has become possible because of a third factor which is the confluence of data and the computing power needed to manage and interpret that data.India, traditionally, has a paucity of good data and computing power was too expensive for the medium-sized business.

     

    “But today, India is at a tipping point due to the rapid expansion in the retail and financial sectors and a huge amount of data being available to marketers, the IT and communications revolution would mean computing power on your desktop. These three factors are going to intensify a trend and a shift towards analytics-based decision-making, which would become the game changer for companies over the next ten years.”

     

    Asterii is headquartered in Mumbai with Niteen Bhagwat as the executive director and CEO. The global analytics network has over 100 analysts within the DRAFTFCB network with key resources in Europe andUSA. Asterii has domain expertise across retail, automotive, financial services and packaged goods. The release said that Asterii, a coined word, is derived from the word Asterism which means seeing a pattern of stars in the sky and patterns, which give meaning to the billions of data points that any business has to interpret and decipher.

     

    Asterii will draw on over 50 years of expertise in creating ‘brand wealth” and developing communication programmes and marketing strategies that are based on unique consumer insights. The company is unique among analytics companies in that it goes beyond techniques and tools to bring “insights” which are rooted in data and analytics and which will help create solutions that will have a predictable impact on the client’s brands and business.

     

    Asterii, a specialist marketing analytics company, plans to support clients across the entire spectrum of marketing activities. It is supported by a global network of analysts in the DraftFCB ecosystem, giving its clients and business partners access to the global tool kit and best of breed technology solutions. The Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The specific modules that Asterii Analytics offers are as follows:

     

    • Assessment Solutions

    Robust tools to help clients evaluate and select markets, map competitive forces and thus help assign a value to the consumer opportunity. This will help create a macro view on the brand and also help develop go to market strategies.

     

    • Growth Solutions

    Growth opportunities that emerge from being able to segment the market and do predictive modelling based on behaviour data or other unstructured data sources. Growth is about designing the right acquisition programme and by developing a robust testing and consumer response model. Growth is also dependent on the pricing decisions.

     

    • Relationship Management Solutions

    Asterii believes in the adage that the best means of growth are from within and that meeting customer expectations and creating customer delight is far more valuable than acquiring new customers.

     

    • Monitoring & Optimisation solutions

    Analytics also means that measuring and calibrating the performance of the marketing programme. With state of the art reporting platforms like the smart wall and the social news room data and information becomes easily interpretable insight.

     

  • Dr Rao comes to MICA from the Indian Institute of Management, Ahmedabad.

    IIM prof Dr Nagesh Rao is MICA Director

    By A Correspondent

     

    The Mudra Foundation is pleased to announce Dr. Nagesh Rao’s appointment as a Director of MICA (Mudra Institute of Communications, Ahmedabad). He comes to MICA from the Indian Institute of Management, Ahmedabad, (IIM-A). MICA,India’s premier communications management institute, was established in 1991. The institute’s foundation lies in being an innovative and creative school addressing the needs of an ever-changing marketing and communications environment.

     

    Dr. Rao has done his doctorate in communication fromMichiganStateUniversityin 1994. Over the past twenty years, he has taught in several US universities, including University of Maryland, Ohio University and University of New Mexico. In each of these universities, Dr. Rao was voted the Teacher of the Year at the university-level, and was voted “University Professor” in 2002. He has also been a visiting professor at Bangkok University, Zayed University (U.A.E) and Hong Kong Baptist University. He has been faculty, from 1996, in the prestigious Summer Institute of Intercultural Communication, teaching professionals from all over the world about different aspects of intercultural competence.

     

    Dr. Rao’s work has been published in internationally reputed communication and health journals, including Communication Monographs, International Journal of Intercultural Relations, and Studies in Family Planning. He has served as a consultant or a trainer for Siemens India, NextGen Health Care, Price Waterhouse Coopers, England, Johns Hopkins University Medical School, and North western University Medical School, US.

     

    He has worked on research projects funded by the National Institutes of Health(NIH), the National Science Foundation (NSF), the Agency for Health Care Policy and Research (AHCPR) and the National Institute for Alcohol Abuse and Alcoholism (NIAAA). “Dr. Rao has achieved outstanding success in his field of specialization. Given his varied international experience and prolific achievements, we look forward to his steering the Institute over the next several years and taking it from its pre-eminent position as a leading Communication Management school in India to a globally recognised school,” said Madhukar Kamath, Chairman, Mudra Foundation on the appointment.

     

    On joining MICA as the Director, Dr. Rao said: “It is with honour and pride, I accept the position of Director, MICA, a premier communications management institute in the country. With its outstanding Governing Council, faculty, staff and students, I look forward to taking MICA to greater heights – both nationally and internationally.” MICA (Mudra Institute of Communications, Ahmedabad) is India’s No. 1 communications management school nestled in a 20-acre campus in Ahmedabad. Since its inception more than a decade ago, MICA has produced over 900 advertising, communications & marketing professionals and was ranked the 3rd best private business school in the country by Outlook India magazine’s ‘Best B-School Survey 2009’.

     

  • On February 25, India's music TV segment will see one more channel launch -9x Jalwa – 9x Media's second Bollywood music channel after 9xm.

    9XM to start Jalwa for older audiences

    By Rishi Vora

     

    On February 25, India’s music TV segment will see one more channel launch – 9x Jalwa – 9x Media’s second Bollywood music channel after 9xm.

     

    The differentiation, however, lies in the fact that the channel will cater to 25 + audiences and offer timeless Bollywood music from an era starting 1965 to 2000. The market which has few other players like Mastii, Channel V, MTV, Zoom, Bindass and Mix – most of these channels cater to relatively younger audiences.  Mastii is the genre leader with a relative market share of 12.4 per cent (Source: HSM, CS 15+, TAM Media Research), while 9xm is at 11.1 per cent share.

     

    While MTV and Channel V are skewed more towards being Youth Entertainment Channels, Mastii, 9xm and Sony Mix are pure play Bollywood music channels. And in that sense, 9x Jalwa comes as channel with a clear differentiation as far as its TG and content is concerned.

     

    For starters, the channel will be available across cable operators – analog and digital. As for DTH, the company will look to sign deals in phase 2 – once the channel gains some momentum.

     

    Punit Pandey

    Content-wise, 9x Jalwa will have a rich library of over 2000 songs that will be played on the channel, besides short format shows, humour and trivia led interstitials. As against half-hour or one hour shows that is seen on other music channels, 9x Jalwa will air back-to-back music, giving viewers a non-stop music experience.

     

    Sharing the thought process of launching a second Bollywood music channel after 9xm, Sr VP and Head – New Business Mr Punit Pandey said: “9xm caters to audiences in the age group of 15-24. It is primarily a youth channel, but with 9x Jalwa, we’re looking at covering all age groups. Also, we will be the first channel to cater to the 25 + audience.”

     

    He further added, “The market for 9x Jalwa is fairly big, and we think there is a lot of potential.”  From a group perspective, it is advantage 9x Media; for it is the only group in the domain to have two Bollywood channels catering to two different age-groups. As Pandey states, it will help them add value on two most important fronts: viewers and advertisers.

     

    Amar Tidke

    On the programming front, Mr Amar Tidke, Head – Programming and Sr VP, 9x Media said; “With 9x Jalwa, viewers will get the best of Bollywood music, maximum nostalgia and humour.” Some of the shows on 9X Jalwa will include HalkatSawal, Kassette Kahaniyan and Bolly Brands. The company has signed on Brand Harvest as its creative agency. The packing aspect of the channel has been done by Point Break Media.

     

    The on-going marketing campaign comprises of on-air spots on group channels and a digital plan which includes social media initiatives.

     

    9x Jalwa is the group’s fourth offering after 9xm, Punjabi music channel 9xm Tashan and Marathi music channel 9x Jhakaas. It will be interesting to watch how the channel progresses and how the market responds.

     

  • Ushers the power of TV advertising to hundreds of SME businesses

    Amagi announces operations in 35 cities

    By A Correspondent

     

    Amagi Media Labs, the pioneer and leader in smart advertising on television, has announced its recent entry into tier-1 and tier-2 cities across the country with more than 400 small and medium businesses using Amagi platform for local TV advertising.

     

    Since the launch of Amagi platform nationally last year, hundreds of retail and regional advertisers across categories – education, jewellry, apparel, real estate, FMCG, white goods and auto dealerships have flocked to the platform to advertise on premium national TV channels.

     

    Amagi’s co-founder KA Srinivasan said: “Though every business dreams of being on national television, very few could afford it earlier. Through Amagi’s Smart Advertising TV platform, small and medium businesses have now been able to advertise on premium national TV channels at ultra low rates – targeting specific cities or regions.”

     

    Amagi offers smart advertising on TV in over 35 cities, including metros, tier-1 and tier-2 cities. Amagi has partnerships with 15 satellite TV channels, including leading news, music, lifestyle, movie and regional entertainment channels as well as more than 50 cable MSOs acrossIndia. Amagi platform is ideally suited for regional brands that want to reach their target audience without paying for wasted coverage.

     

    Hundreds of advertisers acrossIndiahave reaped strong benefits by using Amagi platform. SS Bhamra, Chairman, JLPL said: “I have used Amagi Smart Advertising platform to build my brand in Punjab on national TV channels at a very low cost – my campaign using Amagi Media has delivered overwhelming response from our customers and has helped position JLPL as the developer of choice in Punjab”

     

    Saumil Pandya, Vice President, MAS Financial Services Ltd, Ahmedabad said: “Amagi’s Smart TV Advertising platform is a boon for regional brands. I can now get the best of both worlds – national TV and local rates. Coupled with Amagi’s creative services, this platform has helped me get both branding and response at a reasonable budget”

     

  • Neengalum Vellalam Oru Kodi, hosted by actor Suriya, launches on February 27 at 8pm on Vijay TV, and will be shown Monday to Thursday.

    Tamil KBC begins on Feb 27

    By A Correspondent

     

    A game show that has been played across 116 countries in 83 languages in the past 13 years, the ‘Who Wants to be a Millionaire?’ format is being brought to Tamil audiences by Vijay TV and Big Synergy, in the form of ‘Sunfeast presents Neengalam Vellalam Oru Kodi powered by Cadbury Dairy Milk’ which hits the small screen on February 27, airing Monday-Thursday at 8 pm.

     

    The show “Neengalam Vellalam Oru Kodi” on Vijay TV will be hosted by actor Suriya, and promises a whopping amount of Rs 1 crore to be won; an amount that can change a common man’s life forever.

     

    Actor Suriya says, “From the moment I walked onto the sets of ‘Who wants to be a millionaire’ I knew that this was more than a mere game show.  In the short span that I have spent on this iconic brand, I can assure you that this show is not only about money but about people, their lives, the relevance of money and different perceptions of it across varied strata of our society.  I thank Vijay TV for having me host this and go through a whole new experience.  We have done our best and now we wait , like any other big movie release, hoping the audience loves the show as much as we joyfully lived every minute of it.”

     

  • Actor Suriya is putting his weight behind the show too, and with a combination of media being used to promote it, it’s all systems go for Neengalam Vellalam Oru Kodi which launches on Monday

    Tamil KBC ropes in both national and local advertisers

    By A Correspondent

     

    Dubbed as the biggest property of the Tamil television industry, Neengalam Vellalam Oru Kodi, or Kaun Banega Crorepati in its Tamil avatar, has closed deal with both leading national and local players who will be featured on the show. Just like KBC 5 which saw several brands riding on its success, its Tamil counterpart too has been successful in roping in brands on the show. While the show is being presented by Sunfeast, it is powered by Cadbury Dairy Milk and associate sponsors include 7UP, Tata Docomo, Nano 2012, Muthoot Fincorp, UniverCell (retail), Nathella Jewellery (retail), Aachi Masala (retail) and Arun Excello (retail). In total 10 brands are already on the show and the few that are left on the inventory are expected to close by the time the show goes on air on February 27.

     

    K Sriram, General Manager, Vijay TV said, “There has been brilliant response to the show as advertisers see value in this property and have seen its success from other parts of the world. On KBC Tamil one can see a good mix of national advertisers along with local retail players. We have ensured exclusivity in terms of category for our advertisers, hence giving them maximum visibility without conflict. There is a tremendous buzz around the show which has been aptly created with a 360-degree marketing campaign with some unique use of media.”

    It is learnt that around 200 OOH options have been engaged for the show. R Balachandran, Senior VP, Vijay TV, shared details: “We have used a combination of media including bus shelters, bus backs, hoardings, mobile hoardings, shared auto, cinema posters among others. The innovative bit is our use of shared autos that have become quite popular in Chennai and this is probably the first time this medium is used, especially because these autos are used by the middle and lower middle class who form a huge part of our TG. Also we have used an entire local train with KBC branding.”

    Besides there is an attempt to create a larger than life image for KBC with false jacket, full page advertising and being present on digital platform including Facebook, YouTube and other prominent websites. The Hindu and Dinathanthi have been used in print. Also there are spots running on Vijay TV to engage viewers. Radio spots are used too. Not to forget that host Suriya has pulled all stops to give his full attention to the show and be more than just its host.

    In all the marketing budget for the show would be around Rs 8 crore, and with all the efforts, Vijay TV is confident that this will be a profitable venture right from the word go though Mr Sriram was unwilling to quantify how much this show would contribute in their growth. On the back of this show, three new fictions are planned which will be launched in March, April and May respectively.

    “Most importantly KBC Tamil has been a learning experience in how to create a sustainable campaign which was started in December and will continue till the show is on,” concluded Mr Sriram.

    The show will be aired Monday-Thursday at 8 pm.

    Also read:

    Star’s Vijay TV hopes to win big with Tamil KBC, nets superstar Suriya as host:

    http://www.mxmindia.com/2011/12/vijay-tv-banks-on-kbc-for-growth/