We have seen it happening in print and in radio, but the newer bread of television channel programming and marketing professionals are going a step ahead and establishing relations with other channels out of their network in order to extend their reach and appeal of their programmes.
With the boom in the television industry, innovativeness is the need of the hour and to add to this, every other television channel is looking at doing things differently and in doing so are creating extensions of their programmes to be placed on another channel and churning our need based innovation in programming.
TV18 has innovated in several ways in the past few months in its programming. One of the many ways it has done this is to partner with the STAR Group of channels with shows like ‘Kaun Rahega Crorepati’ (KRC). KRC was a weekly show on CNBC-TV18 in association with STAR Plus; featuring the winners of STAR’s ‘Kaun Banega Crorepati’ (KBC) and their families; where they spoke about how they planed to use their money to fulfill their aspirations. The show had India’s biggest investment advisors and experts who helped KBC winners invest and spend their money intelligently and help them with a financial plan of sorts.
Another instance of need based programming was STAR Parivar ka Budget on Awaaz. Awaaz, India’s first dedicated consumer channel had created a unique post budget programme in collaboration with STAR TV. This programme attempted to cover the impact of the budget on the Indian household by featuring members of a family from STAR Plus serials.
Elaborating on this, Ajay Chacko, Marketing Head, CNBC-TV18, said, “We have done channel tie-ups purely from the relevance point of view. STAR’s KBC presented an opportunity for the two channels to extend the property and it was an interesting opportunity to tie-up on this one. Our show KRC gave the general public the options and ways to manage their game show earned money. With STAR Parivar ka Budget, we wanted to communicate to the message that budget is not relevant to only corporate India, but also to families.”
“This trend of relevance based programming tie-ups is very much going to a way for the industry. One needs to do a little creative thinking of formats and also need look at TRPs. There always are possibilities and the success then depends on how creative one can be,” added Chacko.
Cross media partnerships are the way to go says Puneet Johar, Senior VP Marketing, STAR India. “We do various media partnerships as cross media partnerships allows us to interact with the audience in diversified media. We have many a times also taken the radio and print tie-ups route where for STAR Parivar we tied up with Red FM, for ‘Nach Baliye’ and ‘The Great Indian Laughter Challenge’ we got on board Radio Mirchi as our partners. These partnerships are effectively to attract the audience to promote the show even further. As a trend if one believes the tie-up will be gainful and make an imp-act then surely the industry will go for it. Also these partnerships are of great help of they do not dilute the image of the show, the original property in anyway,” he added.
Another example in recent times has been MTV and CNBC-TV18 Budget Fundas, where the two channels come together to present Budget Fundas of the youths. “The need that made this programme happen was the fact that the generation of today required someone to explain the budget to them in a 'cool' sort of way rather do away with jargon and explain to them how the budget affected them,” explained Chacko.
“The principle of need based programming has existed for us for a long time as in way back 2001 for MTV Music Summit for AIDS we approached DD and have aired music summit for AIDS all these years on the national channel. So, it was coming together of two channels for a cause,” said Vikram Raizada, Vice-President, Marketing & Digital, MTV Networks India.
He further said, “Similarly we have partnered with Sony for MTV IMMIES and the two of us agreed as we are a youth channel and we wanted to work with a general entertainment channel on this and has worked well for both of us. The principle of need based programming is that the sum is greater than the parts. We have also done ‘Fame Gurukul’ on MTV, MTV Youth Icon on Aaj Tak and Headlines Today. At the end of the day it is about two or more media houses coming together to serve a particular purpose where multiple forces comes into action. We have continued to explore this principle”
Need based programming after all is all about finding synergies and with the market getting fragmented this trend will only grow. As long as channels find a commonality of purpose to come together, to attract greater eyeballs there will be no restrictions on this positive trend of content sharing.