Many brands use special days to connect with consumers. Mother’s Day is one such day in which brand come up with unique ways in which they convince customers to make the day special. TV broadcasters similarly use this day to create special programming for their viewers keeping the special theme in mind. On Mother’s Day we saw a lot of activities from broadcasters in terms of the special programming the created for the day. exchange4media takes a look at a few of the mother’s day specials on TV channels.
Comedy Central for instance on this day had entire season 1 of their new show “Playing House” on the day from 11am to 4pm. The show is on a single mother and her best friend leaving her successful career to help her raise the new born baby.
Similarly, on Vh1 they decided to celebrate Mother’s Day by creating a special music block called Mamma Mia in which they featured mothers which are successful musicians. Ferzad Palia, EVP & Business Head, English Entertainment, Viacom 18 says, “This Mother’s Day we are ‘spreading happiness and bringing laughter’ the Comedy Central way. Hope it will add that extra dash of cheer in their lives on that special day”. He further added, “We aim at honoring mothers who have made it big in music. The music block would only feature music by established mothers. We hope the show adds to the celebration in a musical way.”
Nickelodeon on the other hand decided to celebrate the day with a little outdoor activation. For this the channel tied up with Gelato Italiano to offer kids limited number of free flavoured gelatos named or called “Nickelodeon Mother’s Day” on the day. Nina Elavia Jaipuria, EVP and Business Head - Kids Cluster, Viacom18 says, “The relationship between the mother and child is the most beautiful in the world. This most important and unconditional relationship in a kid's life is set to be made special through Nickelodeon's cool treat celebrating this amazing bond of love.”
Romedy Now chose to celebrate the occasion by showcasing movies that reflect a strong bond between the mother and her child in a segment called Dear Moms. The movies included Juno, The Sound of Music, The Rebound, Bee Soon, And Then Came Love and Mamma Mia. Sonal Khanduja, VP- Programming, English Entertainment Cluster, Times Network said, “This Mother's Day, Romedy Now dedicates an entire day to Moms under a special property 'Dear Moms' , celebrating their strength, courage, patience, beauty and unconditional love.”