Buoyed by the success of DD News in terms of viewership ratings, Prasar Bharti has introduced a revised rate card for the channel with about 20% hike in packages and a whopping 66% increase in spot buy rates.
Interestingly, the new rate card, which would be effective from April 1, 2004, has received warm acceptance in the market, claims Prasar Bharti authorities. New advertisers like State Bank of India and Kodak have already lined up Rs 75 lakh and Rs 25 lakh respectively for three months.
In the new rate card, spot buy rates have been hiked to Rs 5,000 for 10 seconds in primetime slot (which was Rs 3,000 earlier) and Rs 3,000 for non-primetime (Rs 2,000 earlier). And, the primetime band has also been extended by one hour – from 6:30 pm to 11:30 pm (earlier it was 7 pm to 11 pm) to help better spread of ads. Alongside, there has been 50% increase in the rates for sponsored programmes – from Rs 10,000 to Rs 15,000 for primetime and from Rs 5,000 to Rs 7,500 for non-primetime.
Stock branding and ticker branding for which there is a huge demand, the increase in maximum. The new rate is Rs 5 lakh per month as against Rs 2 lakh earlier. The earlier offer of giving value additions to advertisers in the form of free commercial time on DD Bharti, however, continues. “DD News was facing problem of plenty. The most important thing to be addressed was to devise a strategy to reduce clutter of ads, especially in primetime programmes,” observes Sanjiv Dutta, Additional Director General, News. “Many advertisers prefer packages during specific events. Otherwise they go for primetime spot wise. So, we can shore up our revenues through this,” he adds.
For DD News things are looking up on the election front as well. Doordarshan has managed to garner Rs 2 crore advertising revenue for the upcoming Lok Sabha Elections-related programmes and a slew of fresh election programmes have been added. Apart from the regular news bulletins, shows like Janadesh 2004, Kante ki takkar, Chunavi jor garam are already on air. For Chunavi Pahli, a contest-based show and Khatti Meethi Batein, a programme on election sidelights as well as a psyphological show has been introduced. “We have been able to sell spots in election programmes for Rs 10,000 per 10 seconds which is three to four times the normal rates,” says Vijaylaxmi Chhabra, Director, Marketing, Prasar Bharti.
Asian Paints, Dabur, Electrolux, Jeevan Jor, Oriental Insurance and others are already on board. While Asian Paints and IndianOil are sponsoring Janadesh, an election news bulletin, Dabur is sponsoring quiz show, Chunavi Paheli.
DD News rate card that was circulated in last November at the time of its launch was introductory in nature and meant basically to test the water. “However, we got a good response from the market. DD News was able to attract advertisements worth Rs 9 to 10 crore against a revenue target of Rs 2 crore. On the qualitative front too, DD News was successful in wooing top consumer brands like cola majors, two wheeler manufacturers, telecom service providers including several multinational brands into its fold,” adds Chhabra.