Pawn Stars visit India to woo the local audiences

As part of the promotions, a Google Hangout was held on August 30, followed by a Twitter Q&A, where fans got to interact with the Pawn Stars in person

e4m by Abid Hasan
Updated: Sep 2, 2013 9:04 AM
Pawn Stars visit India to woo the local audiences

In order to engage with the Indian audiences, Rick and Corey of the US show ‘Pawn Stars’ are in the country to promote the show. The Pawn Stars will also be on the lookout for great buys as they visit some of the iconic sites of North India and sample its culinary treats.

Talking to exchange4media about the objective behind bringing the Pawn Stars to India, Sangeetha Aiyer, Vice President and Head Marketing, A+E Networks said, “The India leg is part of a larger tour that Pawn Stars are doing. They have been touring South East Asia. Besides, they have a huge connect on social media.”

Talking about the niche market space in India, Aiyer said, “From the Indian perspective, factual entertainment is still a niche genre, but this genre is growing at 30 per cent a year. Over a period of time, we hope to expand it further and reach out to the mass audience.”

“Niche  digitisation has been one big step in this direction. The fact that smaller and niche genres are getting more and more viewership following digitisation is encouraging. From the broadcasters’ perspective, content is more important for us,” she added.

When asked about the promotional strategies, Aiyer replied, “With traditional media spends getting slimmer given the current economic conditions, we are focusing more and more on digital media, keeping in mind our TG of 20-35 years.”

Ritu Kapur, Head - Programming, A+E Networks | TV18 added here, “We are glad to have made it possible for Rick and Corey to meet and interact with their fans in India. This is the beginning of such initiatives for our viewers in India to meet with the cast of some of their favourite shows on the channel.”

Meanwhile, a Google Hangout was held on August 30, followed by a Twitter Q&A, where fans got to meet and interact with the Pawn Stars in person as they shared more about the series and their passion for the pawning business.
 

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