MUMBAI: Colors is all set to premiere its biggest reality show Bigg Boss 13 with a different format on 29 September at 9 pm and thereafter every day at 10.30 pm followed by weekends at 9 pm. This year the channel has robbed in smartphone brand Vivo as the presenting sponsor, FMCG product Lay’s as a special partner while Ching’s Chinese, PokerStars.in, BharatPe, Whirlpool and Helo are associate sponsors.
Last year, the channel witnessed 5 to 6 per cent growth in its ad rate and this year it is expecting at least 10 per cent this year with the growth of viewership and ratings of the show. Viacom18 Hindi mass entertainment and kids TV network head Nina Jaipuria said, "Ad rates grow as the inventory becomes scarce. As the interest speaks, the rating peaks, the rates will increase and therefore we will never sell out inventory right upfront. We will ensure that as the rates go up, as the show starts speaking and as the viewership start speaking."
She further said, "We will expect more rise in ad rates compared to last year because we are also in the Diwali festive season. Everybody's waiting very anxiously for celebrities, which leads to more traction and viewership. And therefore, we should actually see at least 10 per cent increase in ad rate. We normally see a growth in Diwali in terms of revenue as well as ratings. So we make sure we monetise and capitalise on that event because it's a big show for us. And we will truly want to monetise it to its maximum."
Brands love this show and the channel is aware of it. Jaipuria said, "Over the years Bigg Boss has become a platform that has been very engaging for brands. They've understood that there is a lot of opportunity and potential where brands can be integrated, customisations can happen and solutions can be found. And, therefore, the minute we talk about a different format, a little innovation, an all-celeb show, we see a lot of advertisers and we've already got seven advertisers on board. We're hoping to get more as soon as the show starts."
Jaipuria also explained the different format of show. "Typically with Bigg Boss there is always an expectation of something different, new, and innovative. This year we made a strategic shift in the format. We made it a superfast format, which starts the minute the contestants go into the house. And the reason why we wanted to do it differently this time also was to create a little bit of dhamaka. So in four weeks itself, we will see a mini finale, although the show is a 100-day show. But we see a lot of excitement in the first 30 days and that will peak the viewers’ interest. And there'll be a lot of speculation, and then a lot of anticipation. So we decided consciously to make sure that we changed the format in a way which is different and new and never seen."
Elaborating on the concept of the show, Viacom18 Hindi mass entertainment chief content officer Manisha Sharma said, “Bigg Boss is a property that is year-marked in everybody’s calendar, whether it’s the celebrities who want to participate, the partners who want to associate or the creative thinkers who want to innovate. Every season, we give a new meaning to unpredictability and make the content entertaining as well as cohesive to appeal to all. This season will pick up the pace from the minute the contestants enter inside, drawing more traction and raking up multiple debates and discussions.”
Speaking about the launch of the show, Jaipuria said, “Bigg Boss over the years has become a sentiment synonymous to entertainment rather than just a show. From setting a benchmark in disruptive and voyeuristic content to creating the best platform for brand visibility – Bigg Boss has instituted itself as a phenomenon. Staying true to our promise of providing differentiated entertainment, the new season of Bigg Boss will tread beyond the usual and speed up the proceedings by presenting the action of two seasons packed in one. To add to the curveball is our host, Salman Khan whose association with Bigg Boss for the past 10 years has only added more sheen and charisma to the show.”
As one of the most popular non-scripted reality shows, Endemol Shine India has always given an unconventional spin to Bigg Boss making it more appealing. Endemol Shine India CEO Abhishek Rege said, “The franchise has not only grown manifold but has also expanded its footprints in various languages and has been entertaining viewers across the board. This year, we have strived to present a concept that connotes speed and promptness that will enhance the drama and entertainment quotient like never before. We have relocated the set from Lonavala to Mumbai for the first time and have given the house a wondrous vibe. We hope the audience gets hooked on to this speedy journey that they will soon embark on.”
Colors’ Bigg Boss is a multiplatform property which will be present across mediums for its audience. This time around, AR Instagram Filter will be introduced in the launch week on digital front. Through #BB13TedhaTask, audiences will get to perform 5 tedha tasks every day and win a chance to partake in the Bigg Boss festivities. VOOT will keep the digital viewers attuned to the exclusive content and latest ongoing of the house through its popular properties like ‘Unseen Undekha’, ‘Cutless’, ‘Bigg Buzz’ and new additions like- ‘VOOT Night Live- BB Edition’.
Also, increasing the interactivity this season will be a host of fun and engaging segments like- ‘Video Vichaar’, ‘Chugli Booth’ and ‘Pulse meter’, where users will get a chance to participate in the content of the show like never before. For the first time, viewers will get to vote on Voot and MyJio App. Besides the voting feature on MyJio App, there are a host of other interactive activities lined up for the users to enhance engagement including sentimeter, Jio Luxury Bazaar, an interactive game and ‘Bigg Boss League which will be based on a predict-to-win model. The select lucky winners will even get to visit the Bigg Boss set and see Salman Khan live as a gratification.
On the marketing front, a robust network and non-network plan with a mix of news, movies, music and regional channels along with a high impact OOH are being planned. As Bigg Boss moves to Mumbai this season, the house will be adorned with many interesting pop art elements and bring colour palettes to give it a more youthful feel. With a double dhamaka in-store, the Bigg Boss journey is sure to be an entertainment extravaganza.
