In line with the upcoming digitisation deadline, broadcasters are undertaking various activities to spread awareness and educate the consumers about the benefit of the switch-over.
Earlier, in line with IBF Board of Directors’ concurrence, a genre-wise analogue signal switch-off schedule had been formalised for the four metros. This entailed a specific genre of channels not being available for a specific time period on a particular day.
Commenting on the upcoming digitisation deadline, Deepak Jacob, Executive Vice President and General Counsel, Star India stated, “As a member of IBF, STAR India has wholeheartedly supported all the initiatives of Ministry of Information and Broadcasting (MIB), TRAI and IBF in the digitisation of the cable sector and will continue to do so till the successful completion of all the four phases of the digitisation roadmap.”
According to Jacob, STAR India has been proactively engaging the various stakeholders of the broadcast value chain – in particular the last mile cable operators, DTH platforms and consumers. It also continues to partner with cable operators across markets to educate consumers on the benefits of switch-over, using popular characters from across shows to explain the advantages of digitisation in a series of engaging films.
“In addition we have played a lead role in driving thought leadership seminars such as Satcab 2012, iDOS 2012 and more dedicated to bringing all the stakeholders together to chart out a roadmap for execution,” added Jacob.
Reliance Broadcast Network Ltd's (RBNL) has also launched its latest initiative, ‘Choose your pack wisely’ as an extension to RBNL’s ‘Switch to’ campaign. It is intended to create awareness amongst consumers to enable them to choose their television packs wisely in order to receive the best available in entertainment on television.
This campaign, which has a budget of over Rs 1 crore, will also include intensive marketing activation with the help of RBNL’S marketing muscle and expertise. The campaign will be promoted across the platforms of television, radio, digital and outdoor in order to gain increased visibility.
The ‘Switch To’ campaign which was aimed at increasing awareness and empowering consumers to ‘Switch To’ the right service provider who can offer best value basis and individual’s entertainment needs. This campaign goes a step further, highlighting key entertainment options available by providing key information which enables the consumers to make a well-informed decision, when choosing their packages.
The first phase of this campaign will be led across the four metro cities such as Delhi, Mumbai, Bangalore and Kolkata by key shows from the Big CBS Network such as ‘America’s Got Talent’, ‘The X Factor’ and ‘American Idol’ being simulcast on Big CBS Prime, Big CBS Love and Big CBS Spark.
Commenting on the new campaign, Anand Chakravarthy, Business Head, Big CBS Networks said, “Digitisation is a fundamental step for the growth of the broadcast sector in India. With the technologies available to improve competency of broadcasting across the value chain, it is imperative that consumers are informed about the wide array of options available and select the accurate package that will provide for their entertainment needs. With this campaign we aim to help consumers to make a wise and informed decision which will enable them to choose their pack wisely and watch their favourite BIG CBS Channels.”
To ensure the best possible reach, RBNL will bring on board all its television channels – Big CBS Prime, Big CBS Love and Big CBS Spark, Big Magic, Big CBS Spark Punjabi and Bloomberg TV India, its radio network BIG FM, as well as its out of home and on-ground vertical BIG Street. The campaign has been crafted strategically with an extensive media layout in order to create optimal impact.
It can be recalled that with less than 10 days remaining for the digitisation deadline, the Ministry of Information and Broadcasting (MIB) has said that 81 per cent of cable TV digitisation has already been achieved in the four metro cities of Delhi, Mumbai, Kolkata and Chennai. This goes up to 87 per cent if the progress made by DTH is also taken into account.
Come November 1, 2012, analogue signals will be switched off in the four metros as Mumbai, Delhi, Kolkata and Chennai make the switch-over to the Digital Addressable System (DAS).
Our typical marketing budget is usually 10 per cent of the topline spend