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Writer: Tasneem Limbdiwala - Monday, Aug 13,2007 9:34 AM

Using TRPs to Win: Focus on right brand integration and brand fit

It is understood that the broadcast industry is witnessing an explosion in TV content, not only in quantity but also in quality. As a result, this year the Indian television Academy (ITA) and Television Audience Measurement (TAM) have decided to initiate a second edition of the educative seminar – ‘Using TRPs to Win’.

Television production houses, and in particular content producers, owing to the dynamic nature of work, rarely find time to understand TV viewership measurement system and therefore are unable to use the understanding emanating from this data to their own benefit.

Taking into consideration all the points, the second session that was held on August 10 in Mumbai viewed the opportunities in content creation and association of brands with other growing area, and thus the necessity to explore possibilities of advertisers and production houses working together. Yet again, this initiative by ITA-TAM provided a platform for advertisers and media agencies to get acquainted with more organisations in the production sector, and thus explore scopes of partnerships.

This session was attended by eminent speakers like Prem Sagar, Producer, Sagar Films & Entertainment; Dheeraj Kumar, Producer, Creative Eye; and Dilip Venkatraman, Director-Marketing & Online Projects, CNN-IBN. Rahul Welde, GM-India, HUL, was the moderator of the session, who also gave his views on brand integration on shows or film placement.

The session discussed the ways a broadcaster or content provider could successfully implement brand integration with content. Dheeraj Kumar said, “It is important today to be aware of brand integration and brand fit in a right way. It becomes very important for a producer as well as the marketer to understand and identify the areas of integration. The brand integration should be done in a way that it becomes a part of the show and earn TRPs in a right way.”

Kumar added, “Today, many channels are looking for an AFP format show. But one needs to understand the importance of brand fit. From the day of inception, both the content providers and the marketers should keep the storyline and the brand in mind to give it good brand integration.”

Speaking from the viewpoint of how broadcasters, media agencies or advertisers could evaluate the success of brand integration with content, Venkataraman said, “One needs to use credibility with the right content. To have the brand integrated, use right messaging and apply the right brand fit. Simply, the brand needs to be integrated well.” Talking about how CNN-IBN applies its brand integration, he quipped that his talk in the session was about the channel being a very good example of brand integration.

On the past learning’s of brand integration with various genres of programmes, Prem Sagar pointed out that one of the key beliefs is to believe in own self. He said, “If you believe in yourself and the gut feeling that you posses, there is nothing impossible.” Talking about his show ‘Mahabharata’, where there was absolutely wrong brand fit given, he said, “Sometimes, broadcasters need to understand the content and not just place the brand without any integration of the content.” Sagar pointed out the fact that TRPs are very important but the ideas of the content providers also play the same role. He strongly addressed to avoid two-way trafficking of brand integration and ideas.

Welde who was the moderator for the second session too, put forth his views that sometimes there are product placements and just after the scene of its product being featured, the content was lined up for a negative picture. Welde feels that these negatives can do a big damage. He added, “Today, television is not the only medium for brand integration. It can be done in various other forms like playstations and other video games.”

Summing up the discussion, Welde concluded that given today's growing complexities in the broadcast space, it is increasingly becoming a sweltering game of return on investment for content producers, advertisers and TV channels. To have a right brand fit, both the broadcasters and the content providers need to keep the storyline and the brand fit in mind with common views between the two.

Also see:

Using TRPs to Win: Of television viewing and the numbers game

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