ZEE’S attempt to do a Kaun Banega Corruptpati with Tehelka tapes didn’t cut much ice with big ad spenders. Hoping to make a windfall out of the defence expose telecast, Zee had initially hiked advertising rates to a whopping Rs 5 lakh for a 10-second spot.
But when media buyers put their foot down saying the spots were priced exorbitantly high, the channel slashed the ad rates steeply to Rs 1 lakh for 10 seconds on the first day of the telecast only.
Even the reduced rates didn’t attract the usual biggies. This is because some of the leading advertisers like Pepsi felt that the rates would come down as low as Rs 50,000 towards the end of the four-part Tehelka series.
As for TRP ratings, media experts don’t expect it to go beyond an average of 5. Forget the money factor, some advertisers were cautious as they feared political witch-hunting.
Another factor that put off advertisers is that Zee resorted to distress selling on day one itself.