Impact properties don’t get affected by a slowdown: Siju Prabhakaran

Even though TV landscape has changed post NTO, we have set an aggressive target for Zee Tamil Kutumbam Viruthugal, says Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises

e4m by Simran Sabherwal
Updated: Sep 30, 2019 8:53 AM

Zee Tamil Kutumbam Viruthugal is a property which has been able to command a premium irrespective of the market sentiment, says Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Pvt. Ltd.

In a chat with exchange4media, Prabhakaran talks about why this property has built a connect with viewers and the advertisers.

After a successful season 1, Zee Tamil Kutumbam Viruthugal returns to Tamil screens and will be aired across three weekends - on October 13, 20 and 26.

What were the learnings and take-aways from the first edition of Zee Tamil Kutumbam Viruthugal?

Zee Tamil Kutumbam Viruthugal is an IP property of Zee Rishtey Awards of Zee Entertainment Enterprises across markets in India. The Zee Tamil Kutumbam Viruthugal 2019 award celebrates and rewards the personal relationship that the characters in the serials on Zee Tamil have formed with viewers.

One learning was that viewers are very serious about these awards and this puts a lot of responsibility on us to conduct the awards in a fair manner so that the credibility of Zee Tamil Kutumbam Viruthugal stays. Our viewers decide who wins in the favourite categories through a democratic voting process that includes voting through canter vans, the Zee5 app and the ‘missed call’ facility. Since last year, the Zee Tamil family has grown and after a very successful first season of Zee Tamil Kutumbam Viruthugal, it becomes incumbent upon the channel to really scale up the show in the second season. This year we will be giving away awards in over 24 categories.

Which are the brands that have come on board as sponsors?

Advertisers love this property and this year, we are expecting over 15 sponsors as against 11 last year. The Title sponsor is Comfort and ‘powered by sponsor’ is Nippon Paint. Our Special Partners are Malliga Furniture & Electronics and Ramraj Dhotis shirts, Baniyans and Hyundai. The co-presenting sponsors are Dazzler eternal and Mugi Ultra Liquid Detergent and the Associate Sponsors are Pothys and Oyalo Pizza. These awards are a very sought after property and we are in the process of closing more sponsors.

What are you expectations from Zee Tamil Kutumbam Viruthugal 2019?

From a rating standpoint and a reach standpoint, last year, the average rating was 7 TVRs and we want to surpass that this year. Even though the TV landscape has changed post the implementation of NTO, we have set an aggressive target. A property such as this award helps bring in new viewers to the channel and we hope that they become regular viewers of the channel going forward. The brand image of Zee Tamil also gets enhanced with such properties.

In terms of ad rates, what is the growth seen, compared to last year, for this property?

Impact properties are slow down proof, if I may say so. That’s because advertisers see a huge value in associating with this property as they see the on-ground connection that people have with Zee Tamil Kutumbam Viruthugal. Advertisers are willing to pay for properties that deliver their money’s worth and this is a property which has been able to command a premium irrespective of the market sentiment. The Zee Tamil Kutumbam Viruthugal 2019 coincides with the key festival season of Diwali and this also gives it a boost. As far as ad rates go, we were able to command a premium last year and have seen a growth of around 15 to 20 per cent YoY.

What are the marketing initiatives being undertaken to promote this event?

It is a 360-degree marketing campaign. Of course, we are promoting this event on our channel extensively over a period of four to five weeks. The canter van activities will be extensive as we will have canter vans touring the length and breadth of Tamil Nadu, reaching 20 districts and around 50 towns encouraging people to vote for their favourites. Digital will play a big role and we have a lot of activities planned across our social handles. We will also be doing a lot of content integration with Zee5.

What are your plans for the upcoming festive season, more launches on the cards?

Zee Tamil is a strong player in the fiction genre. The channel has a 18.8 per cent viewership share in Tamil Nadu. Having said that, at an overall channel level there are still gaps which we would want to fill and as a result of which we will be launching a slew of non-fiction shows post Diwali. The popular reality show Dance Jodi Dance 3– where a celebrity is paired with a talented dancer – returns November 9 with actors Sneha and Priya Raman as judges. The second season of Super Mom – a game show where mothers participate with their kids - also returns on November 3. In season one, Super Mom opened with the highest TVR – 9 TVR (BARC NCCS 2+ (U+R)) – in the non-fiction category across the board. Archana Chandhoke will be hosting the show with her daughter Zaara Vineet. We will also be premiering Ajith’s latest movie, remake of Pink, Nerkonda Paarvai for Diwali and we expect to see a huge advertiser traction for this movie.

How has the year been for the Zee’s south cluster overall?

The year has been good. Zee Keralam has been hitting 200 GRPs mark within a year of its launch. Zee Kannada is a very strong number one channel and we are consolidating our position in Tamil. Zee Telugu continues to be a very strong Number 2. We are looking at launching more channels in the movie space, in Tamil and Kannada, in the latter half of the financial year. Overall, the South business is formidable. Though there is a temporary dip in advertiser sentiment, Zee has been able to do better than market estimates and that's because of the strong brands we have across the region.

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