MxMIndia

Tag: Sony

  • Sony Entertainment channel, which is sitting pretty at No 2 position in the line-up of general entertainment channels, is quite positive on the chances of becoming the genre leader – something the channel has long awaited in the many years it has been in the business.

    Sony bullish on being numero uno Hindi GEC

    By Rishi Vora

     

    Sony Entertainment channel, which is sitting pretty at No 2 position in the line-up of Hindi general entertainment channels (currently at 210 GRPs, week 7, Source: TAM Media Research), is quite positive on the chances of becoming the genre leader – something the channel has long awaited in the many years it has been in the business.

     

    For Sony, however, Colors is seen as a tough contender for now. And the challenge, as viewed by many experts, is to increase the gap from the No 3 player and slowly but surely, reach to a point from where it could become the No 1 player.

     

    “Though the idea is to be the No 1 channel, we are not focussing too much on that. “We’re not desperate to get there,” says Sony Business Head Sneha Rajani.

     

    CID is doing well for the channel. The show, which was launched by Sony in the year 1998 – the longest TV series in India, continues to deliver the goods even today. If previous week’s numbers are to be considered, the show features in the Top 10 shows in the Hindi GEC segment with a rating of 4.12 TVR along with Crime Patrol.

     

    As far as the programming strategy is concerned, the focus continues to be on fiction. In a bid to enhance its fiction offering and also open its early prime time slot of 7: 30 pm, the channel is all set to launch Shubh Vivaah, produced by UTV Television.

     

    Ms Rajani said at the launch of the show: “Having consolidated our fiction line-up between 8 pm – 11 pm slot; we wanted to extend our offering further. So with this we’ve extended our prime time offering, from 7: 30 pm to 11 pm.”

     

    On Feb 19, the channel aired 57th Filmfare awards. As informed by Marketing head Danish Khan, the channel is expecting a TVR of over 5.

     

  • Several marketers are now waking up to the potential of small screen stars as brand endorsers

    Big brands use TV stars to connect with masses

    By Rajiv Singh

     

    Now, Malhotras can raise a toast. After gulping down countless cups of tea during umpteen meetings over the last few months, this middle class family in North West Delhi has finally found a ‘perfect’ match for their son. Rashmi, their prospective daughter-in-law, is not only beautiful but also has a pet name ‘Toasty’ – something that instantly clicked with the Malhotras.

     

    Reason: The other Toasty they know is a lovable daughter-in-law, played by Aishwarya Sakhuja in Sony’s TV fiction Saas Bina Sasural, who keeps her family together. “I am sure Rashmi has similar qualities like Toasty,” said an elated Mrs Malhotra.

     

    Malhotras are not alone in getting influenced by serial characters. There are thousands of such people across the country. And several marketers are now waking up to the potential of small screen stars as brand endorsers.

     

    Over the last six months, a slew of brands including Cadbury, Emami, Hyundai, Maruti, Dulux, Red Label and Lux has roped in popular TV celebrities such as Sakhuja and Hussain Kuwajerwala who can connect well with people at a fraction of cost of hiring a popular Bollywood actor.

     

    “It’s a great strategic move by brands. The TV characters have a strong resonance with the viewers, especially the middle class that relates to the values shown in the serials,” said Prathap Suthan, an advertising industry veteran who created the government’s ‘India Shining’ and ‘Incredible India’ campaigns and is now the chief creative officer of iYogi, an online technical support services provider.

     

    Saurabh Uboweja, director of brand consulting firm Brands of Desire, said that by casting TV stars with successful running soaps, advertisers can have the dual advantage of both role and star endorsement for a sensible signing amount: “They get two candies for the price of one.”

     

    MONEY MATTERS

    While TV celebrities do have their own large fan following, their relatively lower endorsement fee is a huge plus for several companies in the present tough business environment where subdued consumer sentiments and rising costs have hit sales of several products.

     

    One such company is Maruti Suzuki, the country’s largest carmaker that has had a tough last year and expects its sales to fall 11 per cent in the year ending March.

    “In the current cost-cutting environment, it makes more sense to hire TV stars,” said Shashank Srivastava, Maruti Suzuki Chief General Manager (Marketing). The carmaker roped in TV celebrity Anita Hassanandini this month to feature in its Swift Dzire commercial. Last December, it signed Kavita Kaushik and Rajesh Kumar from SAB TV to endorse its multi-purpose vehicle, Eeco.

     

    “Selling a car is not like selling a Bournvita,” said Mr Srivastava. “So, there’s no point in shelling out fortune in having big Bollywood celebrities.” Big celebrities have not really worked for Maruti. Father-son duo of Amitabh and Abhishek Bachchan could not boost its Versa sales in 2000-2001. Maruti has also had actor-director Farhan Akhtar and actor R Madhavan to endorse A-Star and Wagon R, respectively, but with limited success.

     

    CLOSER TO LIFE

    Marketers also say it’s easier for people to relate to TV celebrities than big screen stars. “While a Bollywood celebrity projects an image which is aspirational and larger than life, TV celebrities relate closer to the real life of the viewers and are hence becoming extremely popular,” said Krishna Mohan, CEO of FMCG firm Emami, which signed Suhana of Star Plus’ serial Sasuraal Genda Phool aka Ragini Khanna in November last to endorse its moisturiser Vasocare.

     

    Unlike film stars, small screen celebrities are identified with the characters they portray in popular long-run serials. So people relate them to the values their characters hold, like a committed housewife, an ideal husband, a perfect daughter… ¦ It helps brands project a distinct identity by endorsing them.

     

    Late last year, paints brand Dulux rolled out a media innovation by tying up with three popular television serials to create vignettes that resonate with their thematic campaign, ‘Apne Rang Chalakne Do’. AkzoNobel’s brand showed the lead pairs from Star TV soaps Yeh Rishta Kya Kehlata Hai and Iss Pyar Ko Kya Naam Doon, and Sony’s Saas Bina Sasural in its commercial.

     

    “Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea,” said Pushkar Jain, marketing manager for Dulux at AkzoNobel India.

     

    However, there’s a flip side of using TV celebrities as well, said Mr Uboweja: “Brands want to capture these stars and their soaps when they are running hot. But the shelf life for both is fairly short”. “This ad strategy is a bit like instant noodles, good enough to fill the stomach but not enough to satiate the appetite,” he added.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Currently the channel reaches out to 100 million households and the plan is to get to the 140 million mark by end of next year

    Movies Now: One year old, strikes gold

    By Rishi Vora

     

    Movies Now has completed a year. And the story of the channel’s progress since day one of launch is an exciting one, especially for the officials who’ve been running the show. Numbers of the past 51 weeks across eight metros indicate that Movies Now has garnered a market-share of 30 per cent and has increased the category viewership by 50 per cent (from 50 GRPs to 75).

     

    The reach too, increased from 46 million viewers to 56 million. And the average time spent has shot up from 42 minutes to 55 minutes. (Source: TAM, CS 15-34, AB, All 8 Metros, week 52’10 – week 50’11).

     

    The channel launched with a bang and shook up the otherwise dormant category, dominated primarily by Star Movies, and of course other players like HBO and Sony Pix, which had spent reasonable amount of time in the market.

     

    HBO has been in the market for more than a decade. Experts believe that with the right kind of content, marketing and distribution push, Movies Now wiped out every bit of complacency that had set in among existing channels. Now, as even other players would agree in the category, the market has become more competitive, and a lot of action can be expected in the genre.

     

    The strategy was to first set foot in the six metros and from there look at expanding their reach further. In fact, in its first month, the channel did not have a single DTH company on board. Currently present in eight metros, Movies Now will now look at getting to the 1 million+ market. With digitisation of TV, quite naturally the channel will look to move from analog to digital.

     

    Currently the channel reaches out to 100 million households and the plan is to get to the 140 million mark by end of next year.

    Ajay Trigunayat, Channel Head informed MxM India that the plan was pretty much to aim at the top. “We were clear right from the beginning that we wanted to bring a stellar brand to the viewers. We’ve challenged the status quo and reshaped the marketplace. 89 per cent of our viewership is library-led, and unlike other players, we cater to all eight metros. In the past one year, we have increased the category reach by 22 per cent and time-spent per viewer by 33 per cent.”

     

    He added, “In 2011, we are the most searched English Movie channel on Google India, we have about 5 lakh Facebook fans.”

    For Sunil Lulla, Managing Director and Chief Executive Officer, Times Television Network, Movies Now is a super-smash-hit story of the year 2011.On what it means to the Times Broadcast Network, he said: “As a network we cater to the Urban Affluent audience. All our channels – Times Now, ET NOW, Zoom and Movies Now have been doing very well in their respective genres. These channels, put together, provide great value to advertisers; it generates a fantastic synergy.”

     

    On what he expects from Movies Now in the future, he said that the channel’s primary focus will be to achieve consistent growth and in the process widen the gap from its nearest competitor.

  • Are reality shows over-hyped in the desi entertainment channels? Are they worth all the effort and the expenditure? Is too much expectation being loaded on them?

    Thakraney: Sony after KBC. Reality shows must face the music

    By Anil Thakraney

     

    I really don’t know what Sony’s revenue model was for the recently concluded KBC. As in, did the channel actually make money on advertising and sponsorships after deducting the massive costs? Which include phenomenal sums going to the host Big B, not to speak of all the prize monies (Mr Sushil Kumar alone walked away with five crore rupees). Maybe they did make a little profit on the show, maybe they did not. But here’s what has happened immediately post the show: On the ratings chart, the channel slipped to No 3 from its position of No 2.

     

    Now, traditional programming logic suggests that expensive reality shows and blockbuster cinema films play the role of a magnet, of getting a channel some stickiness with the viewers. Having come onto the platform, viewers would taste the regular fare on the channel and hopefully stay on. Well, KBC doesn’t seem to have delivered on that promise. After enjoying the show, clearly many viewers defected to the other channels. This naturally raises a doubt in the mind: Are reality shows over-hyped in the desi entertainment channels? Are they worth all the effort and the expenditure? Is too much expectation being loaded on them?

     

    There are no easy answers to this one. But one thing is clear: You can tempt patrons into a restaurant by offering an outstanding dessert, but they will only return if the food is delicious. You can’t build loyalty through window dressing. The idea should be to first build a powerful back-end… which is to create super regular programming. And then run a huge reality show, so that viewers like what they taste when it comes to the ‘bread and butter’ shows.

     

    In this context, one has to wonder if Sony put the cart before the horse. Star Plus’s consistent No 1 position should provide a way forward for other channels: Which is to first do the basics rights. And then dial Mr Bachchan’s number.

    ***

    PS: LOL! Watch this ad for Snickers. A good example of how to (literally) use research methods in advertising, AND make it work very nicely!

  • does it for Sony; channel records a new high.

    Sony touches new ratings high with Rs 5 crore KBC episode

    By Rishi Vora

     

    Every Indian does seem to harbour the dream of becoming a millionaire. Last week’s ratings of Top 10 television shows reveal that Kaun Banega Crorepati (KBC) has, in its fifth season, registered a new high, becoming the highest TRP grosser among all weekday shows after Colors’ Uttaran did in 2009.

     

    The episode aired on November 1 registered 7.2 TVR while the episode on November 2 touched 8.03 TVR. The KBC episodes on these days were much-publicised and aired the winning of Rs 5 crore by a resident of Bihar. The channel has also upped its GRPs to 287 from last week’s 236, with KBC being the No 1 show in the week with an average TVR of 6.4. However, industry watchers feel Sony will see a dip in GRPs post KBC.

     

     

    Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television said, “The success of Sushil Kumar in KBC is an emphatic endorsement of the fact that KBC is not just a game show, but a melting pot of knowledge and aspirations of the aam aadmi, and the numbers show that KBC this season has broken all barriers of demography and geography and transformed lives of people all across the country.”

     

    In absolute numbers, the show has managed to reach out to 25 million people on November 1, and 27 million people on November 2, with 18 percent reach and 43 minutes of average time spent.

     

    Other channels too gained in week 45. Star Plus jumped to 335 GRPs from last week’s 273. Colors rose to 240 from 236 the previous week, while Zee TV rose from 131 to 143.

  • "It is our endeavour to be No 1," says Sony's Senior VP and Business Head, but won't put a date or a number to the channel's aim of reaching the top.

    Sony as GEC #1? I don’t speculate, says biz head Sneha Rajani

    The phase three to four weeks from now could be an interesting period for the GEC industry. Mainly because Sony, having tasted success with KBC and a couple of fiction shows (Bade Achhe Lagte Hain and Kuch Toh Log Kahenge), is all geared to topple Star from its No 1 position.  Colors is not too far behind; in fact both Sony and Colors have locked horns at the second position, on 236 GRPs. Colors’ Bigg Boss opened with 4.3 TVR and the general sense is that the show hasn’t delivered as per expectations, especially after a high-octane marketing activity.

     

    For Sony, it’s an opportunity to get to the top. The channel is launching two new shows – Dekha Ek Khwaab and Parvarish – in prime time, replacing KBC. It is clear that the channel is betting big on fiction again. Several attempts have been made in the past but none has worked out well until the channel’s recent hit – Bade Achhe Lagte Hain.

     

    If the two new fiction shows (Dekha Ek Khwaab starting November 21) succeed in its plan to become household names, we might see a new genre leader. The channel has tasted success in the ’90s, but that was some time ago. The focus for now is on the present and the leadership team is hoping to make the most of this opportunity.

    MxM India’s Rishi Vora speaks to Senior VP and Business Head Sneha Rajani on expectations from the new movements.

     

    Q: What are your expectations from the new show ‘Dekha Ek Khwaab’ on the ratings front?

    I never speculate.

     

    Q: At least tell us what you’re expecting from it on the launch day, or the first few weeks so to say…

    Obviously, since we’re launching the show, we expect the numbers to be good.

     

    Q: Do you expect it to match the kind of viewership KBC has produced, to keep that momentum going?

    Absolutely not! That is not our expectation. And it would be foolish to think that immediately at launch, it’ll deliver the kind of numbers KBC has. That would be a very false expectation to set.

     

    Q: Why would you say so?

    KBC is a popular show, it has been around for a while and it has created a special interest among the viewers across India. For our new fiction show, to expect it’ll deliver or match up to the popularity of KBC, would be asking for too much, honestly.

     

    Typically fiction takes time to settle down as against reality formats which have the ability to spike up the ratings of the channel at launch at the start.

     

    Q: Which means the GRPs is likely to see a dip in the coming few weeks?

    Yes, there will be a drop in GRPs post KBC. At least for some time till the fiction shows settle down.  But, that’s as per plan.

     

    Q: When do you see Sony becoming the No 1 channel in the GEC line-up?

    Like I said, I don’t like speculating. I don’t think we are going ahead with the strategy fixated with the idea of being No 1. We are going ahead with the plan to focus on fiction. Bade Achhe Lagte Hain and Kuch Toh Log Kahenge have delivered the goods, and I’m sure Dekha Ek Khwaab and Parvarish – our two upcoming shows will also do well in primetime.

     

    Q: What is the split ratio you like to maintain between reality and fiction?

    Fiction 80. Reality 20.

     

    Q: You’re No 1 in the prime-time band. And all it takes to be No 1 overall is just one good show, because as far as your current standing goes, you’re just 30-35 GRPs behind Star.

    Yes, the gap is not very big. And it is our endeavour to get there.

     

    Q: Three months is a decent time to get there.

    I will not speculate on three months or six months. As long as we get there, I will be happy.

  • Aam aadmi gets hooked to Kaun Banega Crorepati through Vritti i-Media

    KBC takes the Vritti bus for max recall

    By A Correspondent

    The results of a recently concluded survey by Vritti i-Media reveal that the ad jingle of Kaun Banega Crorepati has emerged as the most recalled ad at MSRTC-owned bus stands across Maharashtra. Sony Television has roped in Vritti i-Media’s audio advertising network to relay the famous jingle of KBC to serve the audience as a reminder to watch the daily quiz show, now in its fifth season.

    In line with the “Koi insaan chhota nahi hota” ad messaging, this is an effort by the marketing team at Sony to increase the viewership base of people residing in the semi-urban and rural parts of India. In order to reinforce this message, the KBC advertisements have been playing at regular intervals across ST bus stands in Maharashtra along with the bus arrival and departure announcements on Vritti’s audio network. The combined effect of the familiar jingle and the Bachchan baritone coupled with the compulsory listening format that is the advantage of Vritti’s medium, this jingle has emerged as the most popular and highest recalled ad across rural Maharashtra.

    Emphasizing the effectiveness of the medium, Mr Veerendra Jamdade, CEO, Vritti Solutions says, “For most of the people in small towns and villages of Maharashtra, MSRTC buses are the major mode of transport. While they are at the bus stand waiting to board the buses, advertisements played at the stand are the only mode of entertainment for them. Kaun Banega Crorepati has identified this and is reaping its benefits.”

    Insights from the bus stands in Maharashtra:

    ST buses are the chief mode of transport for the rural consumers.

    Each bus stand is frequented by at least 40,000 people each day.

    A frequent traveller visits the bus stand at least 2-3 times in a week

    On an average a traveller spends at least 20-25 minutes at the stand before boarding a bus.

    India resides in small towns and villages. And with Vritti’s networks, it has become lot easier for advertisers to reach this India effectively.

  • Will the KBC magic help MSM’s Man Jit and N P Singh turn kings of the Hindi GEC arena?

    Can Sony be GEC #1?

     

     

    By Dhara Salla

     

    It could well be time for Multi Screen Media CEO Man Jit Singh and COO N P Singh to get Sony Entertainment Television Channel to reach the numero uno spot. Sony has been giving a consistent performance over the past five weeks by being No 2 with 271 GRPs this week. With this success they plan to be No 1. Says Ms Sneha Rajani, Senior EVP and Business Head, SET, “It’s heartening to see the growth numbers and we are thrilled to see the amazing audience response to Sony.”

    SET is ahead of Colors with a difference of 52 GRPs and is coming close to the No 1 slot with a difference of 21 GRPs. SET remains on top in the primetime with 165 GRPs, leading by 27 GRPs over Star Plus which scored 137 GRPs. The four-day week primetime average is 153 GRPs, 17 GRPs better than the next best Colors with 133 GRPs.

    According to TAM data, Sony claims their dream run to continue with KBC being the No 1 show on Indian television with an average TRP of 5.4 followed by Bade Achhe Lagte Hain as the slot leader with 3.9 TRPs, Saas Bina Sasuraal averaging at 2.3, CID with 3.1, Crime Patrol at 3.2 and the recently launched Prayaschit averaging at 2.1 GRPs.

    Is Sony’s content beyond KBC now fully capable to lead them to the top spot? Mr Danish Khan, Senior Vice President, Marketing, SET, explains, “Our growth is not only because of KBC; it started before that and it is across all categories. KBC has definitely boosted the growth but other shows have also been on a continuous upward performance.” He further adds, “I can see a steady growth of the channel with the current lineup of shows and also adding to it our new show, Kuch Toh Log Kahenge.”

    What do industry pundits feel about Sony’s eye on the top spot? MXM finds out.

     

    Ms Anita Nayyar, CEO, MPG South Asia, says, “Yes definitely Sony can be on the number one position but for how long they sustain it is a questions to ask. Star has been there since ages and Colors had taken over but then Star took a great leap ahead of Colors again. Sony has proved that audiences can be won over with the content but for how long, that time will only tell.”

    Ms Anamika Mehta, COO, Lodestar UM, is in agreement with Ms Nayyar, “As we have seen in the last couple of years, positions change hands in the GEC war very often and a couple of good shows can play a significant role in the weekly ranks. Yes Sony is gearing towards the No 1 slot on the back of KBC’s mass appeal and a few other soaps that are favoured by the audiences. Among the top 10 programmes in the GEC space it’s a stiff fight amongst Sony, Star Plus, Colors. What’s working in Sony’s favour is KBC, the old favourite CID and Bade Achhe Lagte. And now with another prime time launch of the famous Dhoop Kinare in two weeks, Sony is a strong contender for the top slot. However what will be tough is to sustain the ratings and position once KBC goes off air and other players come up with their quarter lineup like Bigg Boss etc.”

    Mr Uday Mohan, Vice President, MPG, also feels that KBC is the winner as far as Sony is concerned: “Sony has adopted a very smart strategy of using KBC as a launch platform to introduce/ promote shows which are contextual and more relevant to urban Indians (shows like Bade Achhe Lagte Hain, Saas Bina Sasural). This seems like the current genre of interest and as long as Sony ensures that their other new shows also have the same level of freshness, they should be able to maintain this momentum.”

    After reaching this kind of success, the advertisers’ perspective has definitely changed, Ms Mehta says, “Sony with its programming (eg CID) always enjoyed a certain loyal audience base and therefore advertisers; however with KBC and the success of other soaps it will soon become a part of more media plans.”

    Mr Mohan remarks, “With the healthy numbers that Sony is currently showing, it will definitely be in the high-consideration set in the GEC space.”

    It certainly seems that Sony has set its sights on the top. The channel certainly seems unstoppable – whether it can sustain the momentum is still to be seen.

    File photograph of KBC4 launch by Fotocorp

    From l to r: N P Singh, Amitabh Bachchan, Man Jit Singh