We will sell 50-60% inventory before Bigg Boss12 goes on air: Raj Nayak, Viacom18
Big Boss12 has Parle Agro Appy Fizz as the ‘presenting’ sponsor and Oppo F9 Pro as the ‘powered by’ sponsor. Panasonic OLED, Capital Foods and Loreal are the associate sponsors and there are a few more in the pipeline.
Published - Sep 5, 2018 8:53 AM Updated: Sep 5, 2018 8:53 AM
An educational programme on human psychology--this is how Viacom18 Chief Operating Officer Raj Nayak describes Bigg Boss, one of the most controversial and awaited reality shows on television.
The 12th edition of Big Boss hosted by actor Salman Khan is all set to premiere on Colors TV on September 16 (Sunday) at 9pm. This year, the theme of the show is ‘Iss bar aa rahi hai interesting jodi’. Amidst the dreamy setting of a beach, BiggBoss12 will have assorted couples battling it out to survive 100 days under the constant glare of multiple cameras and Salman Khan’s lively supervision. The 12th season of Bigg Boss also marks nine years of Colors’ association with Salman Khan.
Talking about the fan-following of the show, Nayak said Big Boss is a profitable concept and has earned a loyal audience base over the years.
“No other GEC show has the kind of loyal base of viewers that Bigg Boss has. The show has not only earned us a loyal audience base over the years, but has also earned us rich dividends in terms of partnerships and alliances. The concept has remarkable potential, and through the years, we have been able to improvise it with newer themes, newer elements and newer faces. It's a profitable show.”
There will not be much change in the format of the show. “The format of the show remains the same. It's the theme that keeps changing and this time it's ‘vichitra jodi’. The house wears a new look. The interesting part of this show is casting. If we get the casting right, half of the work is done,” shared Nayak.
The show has Parle Agro Appy Fizz on board as the ‘presenting’ sponsor and Oppo F9 Pro as the ‘powered by’ sponsor. Panasonic OLED, Capital Foods and Loreal are the associate sponsors and there are a few more in the pipeline.
Speaking on advertisers’ response, Nayak said the buzz has been overwhelming. “This is a good indicator of true partnerships and a sign that our clients are happy with their association. We are in the process of signing two-three more advertisers. Hopefully, we will sell approximately 50-60 per cent of the inventory before the show goes on air.”
On ad rates, Nayak said, “Our ad rates haven't increased substantially this year. It has just taken a 5 per cent hike. At the end of the day, we feel that our advertisers should get value.”
The show will also be aired on the network’s youth and entertainment channel, MTV. However, it will be edited slightly differently for the MTV audience.
“MTV has a different kind of audience. They love Bigg Boss and they want more of Bigg Boss. So we have put it up on the channel at a different time. The audience base has doubled compared to last year,” said Nayak.
Abhishek Rege, CEO, Endemol Shine India, said, “Keeping our audiences intrigued and entertained year on year has always been our aim at Endemol Shine India. This time, we have introduced a unique concept of ‘vichitra jodis’ in the Bigg Boss house. This season our interesting mix of contestants will also be paired up! What will be exciting to see is if these partnerships become their strength or their weakness and how these jodis will deal with the out-of-the-box tasks given to them. This, added to the various twists and surprises we have planned for them, will make Bigg Boss12 a complete entertainment package."
Talking about their association with Big Boss, Nadia Chauhan, Joint Managing Director and Chief Marketing Officer at Parle Agro, said, "At Parle Agro, we have an ambitious vision for the future coupled with high growth targets for our brands. Aligned to this vision, a core part of our media strategy is to associate with the largest television properties. And in the entertainment segment, Bigg Boss continues to be the largest platform. Its success and format have been a perfect fit for us to connect with our consumers.”
On digital, Voot will have exclusive properties of ‘Unseen Undekha’-- all unseen and dropped footage-- and ‘Cutless’ – full versions of tasks, nominations, fights and drama of the show. The platform is also launching season 2 of ‘Bigg-Buzz’ -- the digital extension of Bigg Boss that discusses the weekly ongoings in the house.
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