Over 8,000 gross rating points (GRPs) spent on promoting a show! Unheard of? It was, until STAR Plus presented cases like ‘Kkavyanjali’ and ‘Miilee’ in 2005. The shows did throw amazing results with ‘Kkvayanjali’ debuting at 13.5 and ‘Miilee’ at over 10. However, today these shows average in the 6-7 region only. Shailja Kejriwal, Senior Creative Director, STAR Entertainment, believes that the learning the channel has taken since the last year is not to go overboard in promoting a show.
On the same lines as ‘Kkavyanjali’ and ‘Miilee’, Kejriwal draws attention to other properties on the channel like ‘Ba, Bahoo aur Baby’ and ‘Sai Baba’. Both shows began with modest numbers and today garner 5-6 plus for the channel. Explaining further, Kejriwal said, “When ‘Ba, Bahoo aur Baby’ was launched, it scored a 6 plus and this was after a lead out from ‘KBC 2’, which threw a 19 plus in its opening. Many media experts commented on how the show would sustain itself once ‘KBC 2’ was gone. And the results are for all to see. The show is doing as good as it was then.”
“In the case of ‘Sai Baba’, what promotion did you see the channel do? Close to nothing, and the show has rated at over 7 plus. We have consciously taken a decision not to invest too much energy and channel space on mere promotion of a show,” added Kejriwal.
She explained that the strategy of a simple launch promotion was two-pronged – one, a good show built its own TG, and the second, there is much on STAR’s plate in any case between its channels to be promoted, and investing that in a new show wasn’t the wisest decision. Coming to a more recent example – the channel has just launched its show ‘Pyaar Ke Do Naam – Ek Radha, Ek Shyaam’ on April 3. In the two weeks’ rating of the show that has come in, the show opened with an average TRP of close to 3.5 and in the following week was in similar league of 4.
Commenting on this, Kejriwal said, “These are great opening numbers, given the kind of promotion that was done for the show and I can assure you that these numbers, like ‘Ba, Bahoo aur Baby’ and ‘Sai Baba’ will grow in the days to come.”
Kejriwal is quick to clarify that it is not every show that will see the subtle launch approach. In some cases, the channel would still go the whole hog in its marketing push. Speaking on these, she said, “The shows designed to be a certain number of episodes – and typically these would be format shows, game shows and so on – will be promoted. Any show that can be a nine-month or a year long show will see the simple launch route.”
From a channel that has been in the news for some of the most aggressive marketing activities, this is a bold decision, but Kejriwal is confident that in the longer run, this is the way the channel will go forward.