It’s been five years since the first episode of ‘Indian Idol’ was telecast on Sony. Now, in its fifth season, the show has continued its association with the channel. After garnering tremendous following in its opening season, the subsequent seasons of the talent hunt show have not been able to sustain enough viewer interest. Media planners share their views on ‘Indian Idol’s performance over the seasons.
Star India has been entering into innovative tie-ups with various brands, for example, the Vodafone roadblock that was done on the entire Star Network some years ago. Taking this innovative theme forward, five channels of the Star Network have tied up with the 2010 Intel Core processor family to promote them through various brand integrations. This innovation is being done by OMD.
After venturing into the home video vertical, UTV World Movies is now planning to foray into theatrical releases as well. So far, it has identified 12 to 14 cinemas across four metros where these movies will be shown. The channel has also tied up with a multiplex for this venture.
‘Pulsar Stunt Mania’, touted as the first biking stunt show on television, is all set for Season 2. MTV, which airs the show, has lined up a series of activities to engage the TG and build buzz around the show, starting with a ‘Rockathon’, said to be India’s first bike and rock festival.
Shams Kabir has joined Star India as Head of Media buying and Presentation. Prior to joining Star India, Kabir was with Oxigen Services India, where he was Senior Vice President, Marcom. He has around 16 years of experience and has worked in companies such as Mindshare, Madison and Media Direction, among others.
The news about ZEEL in the process of acquiring 9X channel has been greeted by media planners in general, who feel it is a win-win for both the companies. Post the acquisition, ZEEL will have two GECs under its umbrella, while INX Media will have more money to pump into 9XM.
‘Lux Dance India Dance’, the home-grown dance show on Zee has turned out to be quite a hit. After gaining a substantial viewer base, the show carried out some activities to connect with its viewers. A dance carnival, a print innovation and strong presence in the online space were all part of this high voltage marketing activity.
Reality shows and game shows have helped GECs grab a major chunk of the eyeballs. While some game show formats are home grown, a lot of them are international formats that have been tweaked to suit Indian taste. Media planners tell exchange4media what is their take on these reality shows based on international formats, how important the host is and other factors that work or do not work for such shows.
AdMob has been in the news recently, especially for the acquisition deal by Google. While the deal is still under FTC review, Mahesh Narayanan, Country Manager, AdMob India, shares some insights about the mobile ad network industry, the growth potential and how the industry functions globally.
‘Kaun Banega Crorepati’ (KBC) is gearing up for its fourth season and there are very strong rumours that Aamir Khan would be the new host. Meanwhile, the industry is also talking about KBC-4 being telecast on Sony instead of Star Plus. exchange4media takes a look at KBC over the last three seasons and the expectations from the fourth season.
Hindi GECs seem to be losing out on a considerable amount of audience due to IPL3. Last year, the Hindi GECs had seen a decline of around 10-15 per cent of their total viewership, media planners predict that the same percentage of viewership decline in GECs during the third season of IPL as well.
UTV Movies, the Hindi movie channel from UTV, is set to roll out its first ever brand campaign in May, post the Indian Premier League. The campaign is being conceptualised by TapRoot India. The channel will undergo a complete rebranding and assume a new identity. Kunal Mukherjee, Head - Marketing, UTV Movies, shares more.
Channel [v] is out to tap the 7 pm time band and is launching seven new shows on seven consecutive days at 7 pm. Considering that 7 pm is a very strong band for competitor MTV, media planners say that Channel [v] has to do more than this 777 formula and chalk out a long term strategy to overtake MTV.
The last couple of weeks have seen Star Plus and Colors involved in a tough battle for the numero uno spot. While both these channels are very bullish on their programming line-up, one has to take into account the loss of viewership due to IPL3. Colors, however, has tied up with IPL to create shows around the event in a bid to retain viewers who watch IPL.
Ashish Patil, who has been with MTV for 12 years, has decided to move on and join Yash Raj Films (YRF). At YRF, Patil will work as the Business and Content Head for a new division, which will focus on youth movies. He will report directly to Aditya Chopra, who is the Vice Chairman of the group.
It’s Priyanka Chopra for the new season of Colors’ ‘Fear Factor – Khatron ke Khiladi’. The stunts done by Akshay Kumar, who had hosted the earlier season, were a huge factor in drawing the audience. But will Chopra’s glamour quotient and 13 cricketers on the show do the trick? exchange4media finds out from some leading media planners.
Delivering the keynote address at the concluding day of FICCI Frames 2010, Uday Shankar, CEO, Star India, stressed that there was hunger for good content. He also pointed out some of the serious concerns that this industry would face in the future, the first one being low level of innovative content and repetition of successful formats.
‘The War for TV News: Defining No 1 in the dizzying newscape’ was the only news related session at FICCI Frames 2010. The final consensus that emerged was that while the ratings systems helped evaluate the performance, advertisers had to stop pitching one rating format against the other. The panel also felt that television needed one single rating system to streamline the process.
The first session of Day 2 of FICCI Frames 2010 commenced with a keynote address by Ronnie Screwvala, CEO and Founder Chairman, UTV Group. He said that the mobile phone was his favourite technology right now and that he saw this medium as a potential game changer. He then went on to give some key pointers that would help create game changers in the gaming, mobile, web and movie business.
Two interesting sessions marked the second half of the Digital Media Conference 2010, held in Mumbai on March 11. Mudra’s Bobby Pawar and BBH’s Partha Sinha made an interesting presentation on ‘A Politically Incorrect View on Digital Media’, while Tata Teleservices’ Llyod Mathias highlighted the ‘Opportunities in Digital Media’.