Bucking the trend of opting for a cautious pricing approach in the Cricket World Cup year, Hindi entertainment channel Star Plus has increased its effective ad rates by introducing a new category at the premium end and pricing it at Rs 5.10 lakh per 10 seconds. The most expensive ad spot on the channel was earlier priced at Rs 4 lakh per 10 seconds.
The new Star Number 1 category has two of the channel’s top-rated programmes. Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki, which were priced at Rs 4 lakh per 10 seconds under the Sweepstakes category, will now cost Rs 5.10 lakh.
Star Plus has also upgraded programmes to a higher category within the rate card, making them more expensive for buyers. The 8.30 PM and the 11 PM shows, for example, have been moved up to the Sweepstakes category. Kasauti and Kahi Kisi Roz, which were priced at Rs 3 lakh per 10 seconds under the Master Blaster category, will now cost Rs 4 lakh. Earlier, only the 9 PM shows and Kyunki...and Kahani Ghar Ghar Ki were under the Sweepstakes category.
Star Plus has withdrawn the run-of-day-part (RODP) spots on afternoon programmes, starting from 12.30 PM. It has started selling programme-specific slots in the afternoons. Earlier, the channel was offering a 18-hour RODP.
With a high delivery audience, Star Plus sells the afternoon programmes as high as Rs 75,000 per 10 seconds. It was Rs 30,000 a year back.
Star Plus has gone back to the old system of giving sponsorships to clients who commit a minimum outlay and airtime consumption on a particular programme. Earlier, sponsorships were offered as value additions.