The most talked about property, 'KBC 2' will initiate its communication with the viewer today. STAR has already closed deals with AirTel and Nokia as sponsors. The channel is in talks with various other players and more action on this front is expected soon. KBC 2 is the most expensive property from STAR's stable.
In regards to marketing, a two-phased campaign is planned around this weekend. The media break will take place today. Unlike recent initiatives seen from STAR, the thrust of 'KBC 2' marketing will be on-air. STAR has planned a roadblock where at 8.59 pm all STAR channels will air the 'KBC 2' teaser promo. The objective is simple - "To get the maximum audience to see the first promo," said Ajay Vidyasagar, Head, Marketing, STAR India. "We are talking about almost 85 per cent television viewing audience."
Not only the STAR India channels like Plus, One, Vijay, Movies, World, Gold and Channel [V], but also other channels from the bouquet like National Geographic, The History Channel and others, will implement this initiative. In total, 12 channels will capture the initiative.
The phone lines for the show will open on June 6. Vidyasagar said that broadly, the marketing is in two phases. Phase one is when people can enter the show, and is basically about inviting people to participate and Phase two is encouraging them to tune in to the show. The first phase will be on till almost early July and the second continues till August 2005, when the show launches.
The channel's intention to utilise the on-air medium extravagantly is obvious in the fact that the creative agency O&M has designed 11 different TVCs involving Amitabh Bachchan. These include all the stages of the campaign - from the teaser to the final.
The premiering film is a teaser TVC titled 'Umeed'. "The film talks about what is the common thing that binds all of us. We are concentrating on capitalising on the emotion of hope and hence encouraging people to participate in the show. The technological scene has had a sea change in the last five years and KBC 2 is more accessible. We are educating people more on that," said Vidyasagar.
Explaining more on the reason for the on-air thrust of the campaign, Vidyasagar said, "STAR Network force itself will ensure the awareness around the show and the property is too popular already to make any other kind of noise around it. The audience is largely equipped with the format of the show. We will use other mediums like print, radio, Internet and outdoor to only support the on-air campaign."