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‘The X-Factor’ earmarks 80% of marketing budget for OOH & Digital

20-September-2012
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‘The X-Factor’ earmarks 80% of marketing budget for OOH & Digital

Widespread marketing campaigns have become a part and parcel of all big TV shows today. Channels are leaving no stone unturned to ensure maximum audience aggregation through various promotional activities on different media platforms such as television, print, digital, out of home, etc. Big CBS Networks has launched a 360 degree marketing campaign for ‘The X Factor’ which was launched on September 14.

The channel has earmarked a budget of Rs 4 crore for the marketing campaign of the show – 80 per cent of which has been allotted to out of home and digital, while rest to other medium. The campaign has been launched in top metros such as Mumbai, Delhi, Bangalore, Kolkata, Hyderabad and Chennai and would span across a time frame of four weeks.

Anand Chakravarthy, Business Head, Big CBS Networks stated, “Since reaching out to our target viewers at every touch-point is very essential, the network has launched the marketing campaign with the intention to connect with our TG on every level.”

The campaign encapsulates television, radio, out of home, multiplex and digital platform.

As a part of the promotional activities on television, Big CBS would be using the RBNL Network of channels – Big CBS Prime, Big CBS love, Big CBS Spark, Spark Punjabi, Big Magic and Bloomberg TV India. The radio campaign comprises Big FM, which is playing spots across five cities along with show bumpers, RJ mentions and contests; RadioOne which is being used across Mumbai and Delhi markets; and Radio Indigo for the Bangalore region.

The outdoor campaign covers prime locations in Mumbai, Delhi, Bangalore and Kolkata and will be active for four weeks. The outdoor media formats used in prime locations of the select markets include key gantries, pillars, and strategic bus shelters. In case of multiplexes, key PVR cinemas across Mumbai, Delhi and Bangalore are being utilised for on-air as well as off-air branding.

The network has also launched a contest on the Facebook pages of the Big CBS channels called ‘Xport to LA’, the winner of which will get a chance to watch ‘The X Factor’ live in Los Angeles. The show is also being promoted extensively through social media networks such as Facebook and Twitter.

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