In-Channel promos have finally arrived as viewership drivers. The message is loud and clear with almost all the major TV channels going berserk with their in-house promotions; programmes have become brands and viewers have started to develop a stickiness.
“These days, Amitabh Bachchan promotes couple KBC, he also promotes KBC in STAR’s daily soap, Saas Bhi Kabhi Bahu Thi. He has been used effectively by STAR for in-channel promos to drive up the viewership for Star Plus prime band,” says not a STAR official but the CEO of a prominent rival channel.
According to industry observers, the degree and utility of promotions done by the channel on the same channel has increased several fold due to clutter in almost all genres of tele-programming. “Every channel wants a mindshare. And what better than the most well targeted promotions.
The Turner channels such as HBO, CNN and Cartoon Network depend more on the in-channel ads to rake in sizeable viewers rather than external ads which rake in sizeable revenues.
TAM’s head L V Krishnan terms in-channel promotions as appointment advertising. According to him, the promotions done by channels on their channels creates a relationship of the viewer with the time band. Citing the instance of KBC, Krishnan feels that it is a 9:00 p.m.-synonymous strategy adopted by STAR.
Aaj Tak has attached a bulk of its airtime to in-channel promos. It has scheduled at least 65 per cent of its non-prime time slots to the in-channel promotions and 30 per cent during prime time.
Krishnan feels that in-channel promos can convert the audience who watch his channel in varying degree into committed or sticky audience. “We use six to eight time slots for in-house promos to promote all other slots.” says Krishnan.
According to him, the core value of all in-channel promotions at Aaj Tak is being given a dose of credible reasoning on several topical issues. Besides the scheduling of these promotions, a lot goes into the concept and production.