At a time when various sectors are grappling with recession effects, and GDP growth of the nation is at 4.8 per cent, the broadcasting industry is minting money. The reason: Big ticket premium properties.
It is expected that the top eight big ticket shows in the GEC genre are likely to generate approximately Rs 650 crore to Rs 750 crore in 2013.
exchange4media spoke to highly placed industry sources, senior media planners and marketers…here is what they had to say…
Sony TV, which off-late has slumped in ratings, is showcasing its premium property Kaun Banega Crorepati from September 6. It is learnt from relevant sources that KBC Season 7 is likely to garner Rs 200 crore plus revenue for the channel. Coupled with this, Indian Idol Junior is likely to generate revenues to the tune of Rs 65 crore to Rs 75 crore for the channel.
Colors will showcase its premium property 24, featuring Anil Kapoor from October. According to senior experts we spoke to, the show is expected to generate revenues in the range of Rs 75 crore to Rs 90 crore for the channel. Similarly, Bigg Boss is expected to generate revenues between Rs 70 crore to Rs 90 crore, while the third big premium property Jhalak Dikhlaa Jaa, should generate Rs 50 crore to Rs 65 crore.
Zee TV, with its big ticket show DID Super Moms should rake in around Rs 70 crore to Rs 80 crore by the time the season ends.
Star Plus, with its leading non-fiction show, Junior MasterChef might garner about Rs 60 crore to Rs 70 crore. In addition, India’s Dancing Superstar, which ended recently, may have generated revenues in the range of Rs 70 crore to Rs 90 crore.
For Zee, Star and Sony, few properties are an extension of their previous ones, viz: Dance India Dance, MasterChef and Indian Idol. Market experts forecast revenue for these properties to be at least 40 per cent more than the value of their extensions, but they are not being aired this year.
Marketers we spoke to shared that the reason brands place big bet on such properties is because of the hype and brand equity of the shows. Big properties of channels have a very high recall value and since most of them are reality shows, the public has a great level of engagement and therefore, the probability of high brand visibility is almost doubled.
Along with this, the marketing initiatives taken on such premium reality shows are far more tangible and this also gives broadcasters an extra edge in demanding more money.
Marketers also agree that the long format of the shows also gives more room for brand placement. Some of the shows are of 1.5 hour duration, and therefore it gives a broadcaster a chance to utilise more inventories. Coupled with this, post October, when 10+2 ad cap would be implemented across most of the GECs, the extra half hour of duration is likely to give them an edge.