Ad rates for Bigg Boss are higher than any other Colors reality show: Nina Elavia Jaipuria

The Head of Hindi Mass Entertainment and Kids TV Network at Viacom18 says the network is expecting a good festive season following the reduction in corporate tax

e4m by Moumita Bhattacharjee
Updated: Sep 24, 2019 8:43 AM

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NinaJaipuria

The 13th season of one of Colors’ most popular shows Bigg Boss is all set to air from September 29. The show already has seven sponsors to its credit--Vivo as Presenting Sponsor, Lays as Special Partner, and Ching’s Chinese, PokerStars.in, BharatPe, Whirlpool and Helo as Associate Sponsors. But the network is aiming to add more sponsors to the list as the season progresses. In a chat with exchange4media, Nina Elavia Jaipuria, Head-Hindi Mass Entertainment and Kids TV Network, Viacom18, shares how brands are looking to sign up for the show and how Finance Minister Nirmala Sitharaman's many announcements play a part in it.

Edited excerpts

 Bigg Boss13 will have a finale just after four weeks of airing. Such episodes see a hike in viewership. So is it being done to get more viewership from the start itself and then sustain it?

Typically, Bigg Boss takes some time to grow. So this time around, we decided that we will shift the format to make sure that the moment the contestants get inside the house, the action begins. That’s done so that it picks up pace. And the best way to do it was to do a ‘dhamaka’ in four weeks. Even though it’s a 100-day show, there is a lot happening in the first four weeks. All the curiosity, anxiety and anticipation will happen right away. We are looking for it to go viral much in advance and not wait till the eliminations or nominations happen.

 How have advertisers reacted to this season?

Brands have realised that it is a platform that is great for engagement. The kind of brand building, integration and customisation that you can do on Bigg Boss is unmatched. That’s why despite the slowdown, we have seen seven partners come on board. I am sure as the show kicks in, we will have even more. The brands are talking to the consumers in a very innovative and clutter-breaking manner on Bigg Boss, which is very different from a 30-second vanilla spot.

 What kind of target do you have in terms of having more sponsors for the show as it progresses?

More the merrier. But we aren’t quite there yet. We will see a lot more brands coming our way. We are halfway through, and we may see as many new advertisers as we have currently have.

 What kind of ad rate hike has this season of Bigg Boss seen?

While there are sponsors and partners on board, there are spot buys and rates. As the show takes off, we will actually increase (the rates), and the scarcity will become the rule of the game. The demand-supply ratio will come into place. The big finale is coming up and we are premiering it on a Sunday, so we have got a lot of queries for that day. Ad rates are far higher than any of the reality shows on Colors. The later you buy, the more expensive it gets. That’s the usual rule.

Diwali episode definitely sees a boost in ad rates further. What are your expectations?

Even without Bigg Boss, we see a lot more takers during Diwali and we have only that much to give. Therefore, with scarcity, ER goes up. And now, with the latest announcements by our Finance Minister, we will see a good festive season. We are already seeing a spike in our inventory consumption and the fill levels. It’s a very good time (the announcement), coming just before Diwali. We are expecting a good amp up in terms of inventory fills as well as in terms of rates. It is across all channels of Viacom 18. We expect to see a 20 per cent growth, and now with FM’s announcements, it can be higher.

 What kind of integrations are you looking for in terms of Voot?

We had 700 million views on Voot all content around Bigg Boss. Going by the success of the last season, we should expect to see a lot more this year. We have two levels of engagement this year. We are complimenting television this year with not just Voot, but also Jio. There is Video Vichar, Chugli Booth and Big Boss Buzz. We have a lot of engagement with Jio as well. There’s a ‘Predict to Win’ game. The winners will go on the set and meet Salman Khan. Like the supermarket on the show, we have a Luxury Bazar on Jio. For Bigg Boss, for the first time we are doing AR filters on Instagram. That’s a big dynamic thing for us and we will keep changing it every week. There is also a Facebook Messenger Bot activity. Bigg Boss is very amiable to digital and it often goes viral. So the voting this time will not just be on Voot but on MyJio app as well.

In terms of the marketing mix, we have given a big impetus to digital this time, apart from the conventional media. 

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