STAR Entertainment may not have been one of the first to get into the race of in-programme product placements and advertiser funded programming, but the channel chose to be very structured about it. With the induction of teams that dedicatedly look after advertiser funded programming (AFP) and in-programme product placements (IPP), the channel lined up a few initiatives in this direction. The first of this was ‘Rin Mera Star Super Star’, which is produced by Endemol.
Despite being placed in the 7.30 pm slot, ‘Rin…’ has given the channel a rating of 6 plus in Rin targeted TG and in markets like Uttar Pradesh, it was over 7 plus. Overall, the show has rated a 2.7 TRP for the CS 4+, which is at par with Sony’s big ticket show ‘Jhalak Dikhla Ja’. For STAR Entertainment, the numbers are very encouraging for a concept like this.
Paritosh Joshi, President, Sales and Revenue, STAR Entertainment, said, “We see this show as a light house, as something that people will notice and get excited about. These numbers are good and we want this to be a lighthouse for Levers itself.”
Joshi further said that the channel had consciously changed the manner in which it approached efforts like these. “Between the client, Endemol, and us, we have taken five to six months to prepare for this. For the show to deliver a 6 in its TG is what clients look forward to. We are excited about other such endeavours,” he added.
Endemol’s MD, Rajesh Kamat, sees advertiser funded programming as an evolution in the communication chain. He said, “It was celebrity endorsements in 1997 and the active and passive placement of products – this is in my view is a leap in communication. The fact that audience accepted something like this is very encouraging.”
When asked on whether Endemol was in the process of working on more such products, Kamat said, “We are but there is still time before we can speak on this.”