RBNL targets regional mkts with ‘Big Fame Star’
The network has allocated about 35% spends for on-ground initiatives, while 40%-45% has been earmarked for print and outdoor
Reliance Broadcast Network is all set to introduce ‘Big Fame Star’ as two separate properties on its two channels – Big Magic and Spark Punjabi. Though the formats of both the properties would remain the same, the auditions for Big Magic would be held in Central India, while the auditions for Spark Punjabi would be held in Punjab.
The network aims to reach out to the remotest of towns across Central India and Punjab such as Jaunpur, Muzzafarpur, Aligarh, Sultanpur, Bhadoi, Farookabad, Barabanki, Faizabad, Bhatinda, Nabha, Tarn Taran, Mohali, Firozpur, and so on through this property.
‘Big Fame Star’ will offer the youth from emerging markets such as Tier II and III an opportunity to rise to fame and superstardom through showcase of talent in dance, acting or comedy.
Commenting on the rationale behind taking the show beyond the common cities of India, Sunil Kumaran, Business Head, Language TV, Reliance Broadcast Network stated, “We are basically a regional player. We need to penetrate deep into the markets since the programming content is meant to target and cater to these markets. Hence, our strategy is to pick up stories that resonate with the target audience, since there is not a lot of exposure when one goes to the next rung of cities. Our show ‘Big Fame Star’ has also been conceptualised keeping these thoughts in mind.”
Kumaran believes that their shows provide the youth with opportunities that are usually available for people in bigger cities and being a regional player in those regions, it is essential to understand the potential of the audience in such markets and the significance of the engagement with them.
In terms of the marketing campaign, the network is undertaking various activities on multiple media platforms. The channel will be promoting the show ‘Big Fame Star’ through a combination of media platforms such as radio in different cities where there is radio presence, television, digital media and on ground activities. As part of the on ground initiatives, the channel would be creating a buzz through tie-ups with colleges (each city has eight to 10 colleges), youth catchment places, restaurants, local points and so on in order to engage with the youth population.
Apart from these activities, press conferences and involvement through celebrities would be carried out in different regions to create awareness about the new launch. In terms of marketing spends, the network has allocated approximately 35 per cent for on-ground initiatives, while approximately 40-45 per cent has been earmarked for print and outdoor. The balance would be spent on press conferences, etc. The promotions of the property would also be carried on television and radio through their existing network channels and station.
Elaborating on the marketing and content strategy post digitisation, Kumaran said, “There would be no dramatic change post DAS. Digitisation would lead to a level playing ground for the different broadcasters and an even distribution of the channels across all homes. Also, since genre based clubbing would take place, the whole placement process would become irrelevant. Content would become highly significant, which time and again has been our primary focus for driving strong content through our channel and activating the market at the same time.”
Apart from ‘Big Fame Star’, the network will also be launching programming based on local content as well as fiction based shows tentatively during February-end and beginning of March.
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