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Sony’s chalks out three-phased marketing strategy for new reality show – ‘Bigg Boss’

19-October-2006
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Sony’s chalks out three-phased marketing strategy for new reality show – ‘Bigg Boss’

‘Bigg Boss’, Sony’s new reality show, will be promoted through innovative marketing techniques and will include a three-phased approach. The channel plans to have a combination of print, outdoor, television and other mediums to promote the show.

‘Bigg Boss’, which is an Indian adaptation of the international format show ‘Big Brother’, will also have tie-ups and associations with different brands for the promotions.

Elaborating on the marketing strategy, Aseem Kapoor, Senior VP-Marketing, Sony TV, said, “We are looking at a three-phased marketing strategy for promoting this show. In the first stage, which is already on, we are trying to establish relationships with the viewers. In the second stage, we will have many innovative techniques involving print and outdoor mediums to promote the show, while the final stage will involve the unveiling of celebrities roped in for the show.”

Albert Almeida, EVP and Business Head of SET, said, “We are planning to install cameras at stations and other public walls, which will then be broadcast live on video walls set up around the place. This will create a buzz about the ‘Bigg Boss’s presence all around.”

When queried about the brand tie-ups and associations, he said, “We have finalised Aaj Tak as our television partner, while Radio Mirchi is our radio partner. The other media partnerships, like the web partner and mobile partner, are in various stages of discussions and will be through by next week.”

The show will be hosted by actor Arshad Warsi and will have voiceovers from an invisible ‘Bigg Boss’, who will be the guide and advisor for the contestants in the secluded ‘Bigg House’. The celebrities slated to appear on the show have been chosen from diverse backgrounds and have their unique personalities to bring colour to the show. Contestants will be eliminated through SMS polling, and the lone survivor will take home a prize money of Rs 50 lakh.

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