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To attract eyeballs what are the most critical
elements that a broadcaster should focus on? Content quality,
right slot, right fit of story with channel and yes….
Promotions! Both On-air & Off-air
Today, there are loads of avenues to promote
a program/ channel. Hoardings, Radio spots, Press ads, Internet,
Cinema are the off-air promo options. The on-air promos are
run usually on the same channel or on the Network of channels.
Very rarely, a broadcaster might get onto other channels through
barters or paid activities or in certain cases, even get onto
Cable.
Broadcasters are gradually seeing on-air promo
planning as a completely different science altogether. That's
because, the moment you change a promo or tweak a promo plan,
the performance of the program starts changing dramatically!
In such a scenario, TAM ADEX studied the trends for Star Plus,
Sony Entertainment and Zee TV to see how promos were being
used. It throws up some interesting trends.
As you can see in the chart above, for the
month of November'02, all three channels are heavily promoting
specific programs rather than their channels.
If one studies the focus on Clean Program Promos,
that seems to be very high with Star Plus and Sony Entertainment
as indicated from the chart below. Finally, it's the Clean
Promo that's the opportunity cost that a channel invests for
its own programs instead of taking ads in that time.
What also differs is the length of on-air promos for each
of the channels. For instance, for the month of November'2002,
the average duration of a Star Plus program promo was 26.2
seconds. The corresponding value for Sony's program promos
was 21.8 seconds.
So how does say a Star Plus manage
its entire Commercial Break Inventory time available to it?
The TAM ADEX team analysed one month to see how the Break
Inventory is managed on Star Plus :-
As is evident from the chart above, Paid Promos and Advertisements
dominate the overall Break time duration on Star Plus. It
points to the seriousness of the channel to continue promoting
its own programs as Program Promotions (Tag Promos+ Paid Promos+
Program Promos) account for 61% of the overall break inventory!
Promo Planning is an emerging parallel
science in our industry (parallel to Media Planning) that
TAM ADEX will continue to study and bring to you in the form
of such papers. Watch this space for more action on the same!
Compiled by the TAM ADEX team
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Power: TV Channels burn huge inventory on programme promos
