Movie premieres have been paying rich dividends to Hindi GECs. Colors, which recently premiered ‘Once upon a time in Mumbaai’, took the unusual step of airing the movie twice on the same day at two different time slots. It remains to be seen whether other channels will follow suit…
To promote the new series of ‘Ben 10’, Cartoon Network has tied up with Cadbury’s and McDonalds to reach out to the consumers. Even in the online space, the channel is going all out to reach out to its core audience by letting them create a party kit around the popular cartoon character.
With big budget reality shows like ‘Kaun Banega Crorepati 4’, ‘Bigg Boss 4’ and ‘Masterchef India’ lined up, GECs are making a lot of song and dance about them, literally. Spicing up the programme promotions are music videos featuring the superstar hosts – Salman Khan (‘Bigg Boss 4’) and Akshay Kumar (‘Masterchef India’).
Keeping up with its initial promise, Mastiii, the music and entertainment channel from Sri Adhikari Brothers, has managed to top this genre for six consecutive weeks on the back of its mix of Hindi music and comedy. Though initially ad-free, the channel has now signed up a host of advertisers.
Sony Entertainment Television is leaving no stone unturned to fight its way ahead in the GEC race. The channel is looking at ‘KBC 4’ as a prime property to boost its ratings and has gone all out to promote the game show. Danish Khan, Head - Marketing, Sony Entertainment Television, shares more on the marketing plans for ‘KBC 4’ with exchange4media.
The past week has been a tumultuous one for exchange4media Senior Correspondent Khushboo Tanna, who was laid low due to viral fever. But now she is back with verve and recaps some interesting developments in the past week and the hectic times ahead for the broadcast sector.
IPL has become the largest cricketing event in the country and other tournaments have had a tough time matching up to it. The ratings of the first set of matches for the Airtel Champions League have been released and while it is evident that the ratings do not match up to the ratings of the IPL matches, media planners give their take on the ratings.
Imagine has continuously innovated with its non-fiction line-up, which has gained popularity among viewers. Now, the channel is revamping its fiction line-up and is launching two new shows. Contrary to most channels, Imagine intends to set a trend by launching shows with a strong male protagonist.
After taking the big screen by storm, ‘3 Idiots’ has been giving a blockbuster performance on television too. The movie’s airings on Sony as well as Max have pretty much garnered the highest numbers in the recent past. Though there are mixed views on the type of numbers that the movie will receive on subsequent airings, ‘3 Idiots’ has been ‘paisa vasool’ for everyone.
While the English entertainment genre is still a niche one, the introduction of three new channels from the newly formed BIG CBS is expected to increase the viewership. Though the older players will probably lose out on some percentage of their viewership with the arrival of these channels, media planners feel there is scope for such niche channels as brands can find a perfect fit with their target audience.
Bringing the advertiser’s perspective to the magazine story, Lynn de Souza, Chairperson and CEO, Lintas Media Group, presented a Masterclass session on ‘What advertisers want from Magazine Brands? ROI in 2011’. Her presentation was followed by a panel discussion involving industry leaders such as Tarun Rai, R Gowthaman, Ashish Bhasin, LV Krishnan and Debasis Mitra along with De Souza, who highlighted the concerns of this industry and what were the key things that the publishers should focus on.
The coming together of Multi Screen Media (MSM) and Yash Raj Films (YRF) had generated much excitement. However, the debut was below expectation and the five youth-centric YRF shows failed to garner the desired numbers. Now, MSM is gearing to launch the second tranche of YRF shows by the year-end, while continuing with repeats in a new time band.
The two-day Indian Magazine Congress, organised by the Association of Indian Magazines (AIM) in Mumbai, also saw the unveiling of a report on the state of the Indian magazine industry by Ernst & Young. The report addresses some of the key problems of this industry, including the need for a proper measurement metric system and the need to firm up the distribution network, among others.
The two-day Indian Magazine Congress commenced in Mumbai on September 6, 2010 with the opening address by I&B Secretary Raghu Menon and keynote addresses by India Today Group’s Aroon Purie and Nicholas Brett of BBC Worldwide Magazines. Organised by the Association of Indian Magazines (AIM), the over arching aim of the event is to understand the loopholes in the functioning of the industry and how to overcome them and finding out ‘What’s the next big thing’ is in magazines.
While the top two agencies - Mindshare and Maxus - have firmly rooted themselves in the top two spots, the status quo was upset when Mudra Max replaced Madison and jumped to the No. 3 spot. Lodestar UM and Madison Media Infinity took the fourth and fifth places, respectively.