Top Story

e4m_logo.png

Home >> Media - TV >> Article

Focussed marketing — new mantra at SET

25-February-2004
Font Size   16
Share
Focussed marketing — new mantra at SET

If Sony’s concentration on weekend programming is obvious, weekend marketing cannot be far behind. After promoting Filmfare awards in a grand manner, Sony is making considerable efforts to increase reach and rope in newer audiences.

Several film award functions have been aired on different channels of late. From the Screen awards and Stardust on Star to Sansui Viewer’s choice awards on Sony itself. However, Sony deviated from routine to promote Filmfare. “It was not just awards and performances,” says Tarun Katial, EVP, Programming and Response, SET. “We had the curtain raiser and we had capsules, where entire teams pitched for each nominee, all in a well-woven script, anchored and presented differently. The style allowed clutter break.”

The hype around Filmfare this time might help the channel increase TRPs. Last year, in Hindi Speaking markets, Filmfare awards generated 2.25 in the first screening on February 21, 2003 and almost 2 in the repeat show for the target CS 4+. As per Katial, the awards mean new eyeballs on the channel and a better reach. And that is what the channel intends to cash on.

“We decided that the promos of our new show Kkehna Hai Kuch Mujhko and the new ads of Crime Patrol would break during the awards. With increased advantages of visibility and reach, it makes more sense to showcase our products, which are in launch, re-launch or a format change mode on this platform,” elucidates Katial.

While Sony utilised Filmfare to the limit, the channel’s weekend promotions on local cable network are also worth mention. If channel shares on Indian television hold some weight, cable regional is one category that takes a beating only from the leader. But since the market is unorganised, the potential of this medium is literally wasted. Apparently, not in Sony’s case.

Explains Albert Almeida, Sr VP marketing, SET, “When we launch a campaign, we are clear in our strategy of who we want to reach. As a vehicle, cable has a very strong role to play in the media plan. It gives the benefit of the incremental viewer.”

However, with cable content being unplanned, how can they be sure that the promos will be placed in the right slot? “We share strong relations with the cable networks. Not just through our agency but also at a direct level with One Alliance,” replies Almeida. Another hindrance perhaps that the cable network faces is that it is not considered up-market. On how the channel views this, he divulges, “It depends on where the ads are placed. We never put it in the primetime or evening slots. We look at the afternoon slots when we know that there might be some decent movie playing and we can reach our target.”

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.