ITV

Category: TV Shows

  • Paree’s integration with Pyar Tune Kya Kiya aims to set a progressive narrative

    Paree’s integration with Pyar Tune Kya Kiya aims to set a progressive narrative

    NEW DELHI: While most youth-focused brands now prefer to market themselves digitally, where most of their core audience is, homegrown sanitary pad maker Paree is counting on a TV show to strike a chord with its TG. The young brand has recently partnered with Zing’s popular TV show Pyar Tune Kya Kiya’s (PTKK) season 11 as presenting sponsors.

    In conversation with Indiantelevision.com, Paree founder and CEO Sahil Dharia asserted that TV is far from being ruled out in any brand’s marketing mix. “Digital, no doubt, is a great alternative medium to reach the younger generation but it will never get as big as TV. We see if an association can help us in reaching around 10 crore women or not before we make any marketing decision, and this certainly does.”

    Paree GM – marketing Samta Datta stated that the brand wanted to solidify its foundation with the core TG, and the show is in complete synergy with that.

    However, it doesn’t mean that Paree is shying off from going digital for its promotions. “Paree is going to be a digitally-enabled brand but this particular show has a great outreach amongst the gen-Z, who are the decision-makers. Also, it will be running on Zee5 as well, taking us to the digital audience too,” Dharia added. 

    Pyar Tune Kya Kiya is one of the most popular shows on Zing and has been running for the past six years. Currently, in its season 11, the show explores the theme of confusion in love with complicated twists, starring actors like Arijit Taneja, Ketki Kadam, Eisha Singh, Charlie Chauhan, and many others. Apart from Paree, the show is co-powered by Yamaha Fascino 125 Fi, Vicks Cough drops, and has Philips Trimmer as grooming partner and Godrej Protek as associate sponsor.  

    As the presenting sponsor for the show, Paree has done a total of five brand integrations across five episodes. Each episode will have a minimum of 2.5 minute-long interaction around the brand. 

    Datta explained, “Our idea was not to get viewing minutes or just plaster our product on-screen. We wanted to start active conversations with this integration. So, you will see our product as a part of the narrative within the show wherein young couples, friends, and parents will be seen talking about it.”

    Dharia mentioned that the representation is a step-ahead from the age-old anathemas that surround menstruation and sanitary pads. “We have shown a couple talking about PMS that mostly becomes a taboo topic within young partners. We have shown a guy buying Paree pads for his girlfriend, and many such instances to set the ball rolling towards a progressive society.” 

    Discussing the overall marketing plan for the brand, Dharia shared that they are currently spending heavily on their marketing initiatives as they want to reach out to the maximum audience. While TV and digital take the biggest portions of their budgets, print also plays a key role in promoting topics like menstrual hygiene.

    “Our aim is to grow from the existing three per cent market share that we have today and we want to be on the top of the mind of the users. More than five to 10 per cent of our revenues are reserved for marketing activities. So, we try to remain on-air always. We are very much satisfied with the voice share that we have on television right now. We are active both during the prime time and RODPs spot,” he signed off saying. 

  • Guest column: Is FTA ready for format shows?

    Guest column: Is FTA ready for format shows?

    MUMBAI: FTA Channels in the prequel era, before they left the space, had for the first time opened up a world of eyeballs and revenue that was being under-served and built successful revenues and business models. Since content was free and was already monetized and exposed on the pay channels catering to urban eyeballs for all the main players. However, while the business was lucrative and it added hundreds of crores worth in revenue to all the players in the FTA platform. Even the weakest player pulled in almost 100crs worth of advertising revenue with a relatively low cost of operation to air/run these channels. But the revenues weren’t negligible. In fact, a few channels almost matched big urban pay Hindi movie channel revenues. That was the kind of weight that FTA channels were punching with.

    Even at that time, over 170+ clients were buying these eyeballs & markets. These were mainly led by the FMCGs. The GRP pie was 500+ amongst the top six players in GEC FTA space and the trading levels were very low, as the mystical CPRP was designed for the urban & pay channel trading. A few players of the market got smart and made it U+R base, purely for negotiations and better rates. But no one was willing to unlock or set a benchmark for the rural group as GRPs on Rural base were available in 100s and more. So, the FTA pricing then became a Sell that had very little buy in from both sides of the table. But still, the revenue pie was over Rs. 1200 crores two to three years ago.

    Today, all players are back. The GRP pie is again back to its glory of 500 + and the clientele is also back to in excess of 160+ advertisers. This time we have new categories of clients that include education, gaming, etc but FMCG still leads the pack. But as most old clients have matured in the urban market, they are looking for newer markets to grow in. The brightest minds speaking and predicting about the recovery of the economic growth are pointing towards “Rural first”. All this is giving the FTA channels a massive advantage as these markets had to depend on print/outdoor/radio and cinema and got very little support for TV. That has now changed. The revenue pie too has recovered the fastest for FTA and has grown despite the challenges that the other categories of channels are facing in terms of ad bucks.

    Learnings from then and now: Will the Twain meet?

    The trading levels are designed for urban pay channels to take lion’s share of the revenue pie. Investments for pay channels are of course significantly more or rather better read as that investment in FTA Hindi GEC is significantly low. Most FTA channels have a larger interest as they have pay and urban centric channels as a group. So, it’s a catch-22 on how to work the true value of the seemingly presented poorer family member. If the business plan is to be looked with the lens of ‘Since content is free, all the value generated is profit’ then this space will languish instead of flourishing.

    Is FTA ready for format shows? Is FTA ready for original shows with U+R or rural taste in programming? Are education and sports (non-cricket) ready to build successful revenue models on this platform? Can made for FTA movies be produced at budgets that can be supported by these channels? In spite of having the world’s leading badminton players, we struggle to build a revenue model around it. Wresting too has arguably been a great opportunity missed.

    All in all, can FTA be priced  aptly and fairly for the audiences it delivers and the markets that it reaches? Can FCT that was free commercial time but was always paid for be applicable to FTA as it’s called free to air?  Interesting times await…

    (The author is COO, Enterr10 Television. Indiantelevision.com may not subscribe to his views.)  

  • Vidnet attendee Richie Mehta wins Emmy for Delhi Crime

    Vidnet attendee Richie Mehta wins Emmy for Delhi Crime

    MUMBAI: Netflix series Delhi Crime won the Best Drama Series at the 2020 International Emmy Awards. The series features Shefali Shah, Rasika Dugal, Adil Hussain, Rajesh Tailang in key roles and is based on the Delhi police' painstaking investigation in the 16 December 2012 gang rape case in the capital.

    The show has been directed by Richie Mehta. The director in his acceptance speech, paid tribute to the victim and her mother.

    This is the first time that an Indian series has won at the International Emmys.

    He said, “I dedicate this award to all the women who not just endure the violence that so many men inflict on them, but are then tasked to solve the problem. Finally, to the tireless mother, and her daughter. Not a day goes by when I don’t think about you both and what the world subjected you two to. And I hope none of us ever forget that.”

    Shefali Shah, who played the lead role of Vartika Chaturvedi in Delhi Crime, shared her excitement over the big win on twitter.

     

     

    Other actors such as Adil Hussain and Rajesh Tailang too took to Twitter to celebrate the big day.

     

     

     

     

  • Discovery Network launches The Man Who Walked Around the World

    Discovery Network launches The Man Who Walked Around the World

    MUMBAI: Discovery has launched The Man Who Walked Around the World, award-winning director Anthony Wonke’s new feature documentary about Scotch whisky brand Johnnie Walker.

    The independent film, created by Something Originals and produced by multi-award-winning production company Partizan, tells a powerful story of positivity and resilience – exploring how, over two centuries, the brand navigated floods, flu pandemics and World Wars, while making a stand on racial and gender inequality along the way.

    “This is the story of Johnnie Walker but it’s more than just a story about whisky, it’s about culture and the universal need to be able to look to the future with hope. That’s what makes it so powerful – it’s not a history lesson, it’s a story for where we are today and what we need to go forward”, says Wonke.

    The Academy Award-nominated, Emmy and BAFTA-winning director/producer, whose previous documentary subjects include Cristiano Ronaldo, Star Wars and AP McCoy, has spent a large part of his time in lockdown uncovering previously untold stories and perspectives on how Johnnie Walker has constantly overcome adversity with optimism, to cement its place in culture as a global icon.

    Among a vast roster of contributors is actor, activist and brand ambassador Sophia Bush: “People don’t just want new products that impact their lives; they want brands that impact the world positively. Johnnie Walker has recognised that and continually acted on it through impactful campaigns and programs. They are prepared to tug at the arc of history and help push culture forward and I am deeply proud to have been on this journey with them in support of their gender equality efforts in particular.”

    Bush is joined by the likes of Wu-Tang Clan’s Cappadonna, rock musician Zakk Wylde, 88rising’s Sean Miyashiro, advertising legend Sir John Hegarty and many more as we see the brand’s cultural impact from Myanmar to Brazil, from India to Iraq.

    Discovery VP Content Sourcing and Acquisitions Myriam Lopez-Otazu said: “We’re thrilled to be premiering The Man Who Walked Around the World on Discovery platforms and services this November. It’s a fascinating story and, given where we are in the world right now, a really timely one.”

    Diageo Global Scotch director John Williams added, “Our story is one we’re immensely proud of. We stand for something in Johnnie Walker and that something is progress – we’re always looking to move forward, to make the next day better than the one before. Over two centuries we’ve learned that progress needs resilience and optimism, those are the ideals that lie behind our Keep Walking philosophy and I can’t imagine a time when that philosophy could be any more relevant.”

    Something Originals managing partner Andy Hewitt said, “Imagining, filming and editing this documentary in the context of a global pandemic, with all of the tensions that this year has brought to the surface, gives this story a profound contemporary relevance that I don’t think anybody could have fully appreciated when we first came up with the idea for the documentary. We couldn’t be prouder of the finished product.”

    You can watch the trailer for The Man Who Walked Around the World here: https://youtube.com/channel/UCKdI6o1Rx9BcFaQ1Ul5Xx6A  

    The full film will be broadcast on Discovery’s portfolio of brands and services from 12 November. For more information visit https://themanwho.film

  • This Diwali, India TV introduces comedy show Fakir-e-Azam

    This Diwali, India TV introduces comedy show Fakir-e-Azam

    New Delhi: This festive season India TV is introducing its Diwali Dhamaaka – ‘Fakir-e-Azam”, a comedy show that is sure to give you relief from all the tension around. Set in the Pakistani PM’s office Fakir-E-Azam is a political satire that focuses on the day to day struggles of the current prime minister of Pakistan, Imran Khan, that faces in the his office.

    The show follows Imran Khan, as he goes about his daily routine, calling heads of various countries trying to get his agenda across, but no one seems to take him seriously, instead, they make fun of him, threaten him and humiliate him, the situation reaches a point where he gets frustrated and ends up making fun of himself.

    Khan is often seen mumbling to himself that no one listens to him, as most people he calls keep the phone down without listening to what he has to say. Besides trying to connect with heads of other countries Khan is seen struggling with the problems within his own ranks and often trying to solve issues caused by their actions.

    Besides all this the most important thing that Khan wants to talk about is India and how he feels threatened by Modi’s regime as they take immediate action as compared to the previous regime who did nothing. The other thing that features in Imran Khan’s conversation, which also gives the show its title ‘Fakir-e-Aazam’, is the fact that Pakistan’s economy is in shambles, it is literally a bankrupt state and that is why Khan is asking everyone for money especially China, by painting a sorry picture of Pakistan.

    The show Fakir-e-Azam tries to be as current to the situation in Pakistan, but also touches topics that have been a permanent fixture of the countries landscape, terrorism and Kashmir. Renowned voiceover and character artist Vishwas Kapoor creates some hilarious moments to this show as he plays the Pakistani PM Imran Khan.

  • Re-invent 2020: The Power of Audio

    Re-invent 2020: The Power of Audio

    NEW DELHI: The 15th edition of The India Radio Forum Virtual 2020 announces the final agenda for Re-invent 2020 – The Power of Audio and promises to celebrate the virtual gathering by providing engaging content, interactive discussions and valuable leadership perspectives and strategies for success scheduled for the 6th November 2020.

    Twenty-plus years into the digital revolution, the radio industry globally is still struggling to hold onto long-time listeners and advertisers while attempting to puzzle out how best to build out their digital offerings. 

    Our keynote session ‘Restoring the Soul of Radio’ addresses these issues. Led by HT MD (Lifestyle) Sonal Kalra, she is joined by industry stalwarts like Anurradha Prasad – president of the association of radio operators for India (AROI); Red FM & Magic FM Director & COO Nisha Narayanan; RBNL CEO Abe Thomas and Radio City CEO Ashit Kukian as they deliberate on resurrecting the soul of radio in 2020. This interesting panel discussion will focus on short term measures the government should take immediately and long-term government policies in support of FM Radio; This keynote will also cover growing trends that might help advertisers and communities to take note and think differently and on future plans of resetting and transforming the industry in very challenging times.

    Did you know that India is the world's third largest podcast listening market? In spite of it being a well-received channel for more than a decade now, podcasts are experiencing unprecedented audience growth in India – a trend that has continued in today’s coronavirus-affected world as people turn more and more to digital media on their personal devices. Despite this growing audience opportunity, podcast monetization is still very much in its infancy and marketing podcasts in key. 

    Our last session aptly titled ‘The World of Podcasts’ is all about the marketing of podcasts; from creation to publishing to deploying and promoting it across most applications to provide one of the most rewarding modes of marketing and strategic communication to marketers. 

    Led by Adfactors PR VP – digital services Pavan R Chawla this panel will include IVM Podcasts founder Amit Doshi; Syska CMO Amit Sethiya and PayNearby MD & CEO Anand Kumar Bajaj. Listen up as this very eminent panel takes you through an immersive session on all that marketers need to know about podcasting. 

    Re-invent 2020 – The Power of Audio; takes place on 6 November, 2020 – 3.15PM – 6.45PM; so block your calendars for the most engaging sessions on the future of audible entertainment in India.
     

  • Indian news industry to discuss prime trends & concerns at NT Awards 2020

    Indian news industry to discuss prime trends & concerns at NT Awards 2020

    NEW DELHI: The 2020 edition of Indiantelevision.com’s News Television Awards (NTA), co-powered by TVU Networks, a unique property celebrating the best of news television content, marketing, and faces on-screen and off-screen as well, will begin Thursday, 29 October 2020 with a two-day-long summit discussing some of the prime trends and concerns of the industry. 

    Spread across a number of interesting and innovative panel discussions, the summit will register the presence of speakers like TV9 CTO S Badari Prasad, NDTV Ltd CTO Dinesh Singh, TVU Network SVP solutions Jared Timmins, News18 India managing editor Kishore Ajwani, India Today group CTO Piyush Gupta, ITV Network CEO Varun Kohli, and Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari. 

    The panels will revolve around the topics: the new age of prime-time; the new tech stack for news television 4.0, news talent, global perspective in news, and the price of inventory, among others. 

    The event will culminate with the grand News Television Awards, which will honour the best performers in the Indian news television space across more than 40 categories. The results will be declared virtually on 6 November 2020. 

    For more information and registrations, visit http://ntawards.tv/ 

  • Pyaar Tune Kya Kiya returns with season 11 on Zing

    Pyaar Tune Kya Kiya returns with season 11 on Zing

    MUMBAI: Pyaar Tune Kya Kiya is back with a brand new season on Zing in the face of popular demand.

    Fans were eagerly waiting for the show’s return and made their wishes known to the makers through requests, DMs, comments. A digital video on Zing’s social media handles announced season 11 of the popular series, followed by a promo – ending the ordeal for the fandom.

    The theme of the new season is confusion in love – about the myriad situations which Gen Z goes through in order to understand this simple word ‘love’ but with a complicated twist. This season’s promo called ‘Dear Love’ captures the sentiment of the youth where they are writing an open letter to love and expressing their inner dilemma as well.  

    Pankaj Balhara, deputy business head of ZEEL’s music cluster, said, "This new season promises to showcase what love means to this new generation. Our audience understanding also indicated that the youth understands themselves and their problems better with such relatable content which gradually helps them navigate their lives.”  

    Season 11 of Pyaar Tune Kya Kiya began on 24 October, and will air every Saturday at 7 PM only on Zing.

  • CYRUS BROACHA to host the much awaited PROMAX INDIA 2020 AWARDS on Friday, October 9th at 5pm IST

    CYRUS BROACHA to host the much awaited PROMAX INDIA 2020 AWARDS on Friday, October 9th at 5pm IST

    In addition to a spectacular line-up of speakers and enthralling sessions, Promax India is delighted to announce one of the most well-known TV anchors, theatre personality, comedian, political satirist, columnist, podcaster and author, Cyrus Broacha as he will be hosting the PROMAX INDIA 2020 Awards.

    The Promax Awards are world’s top awards for outstanding achievement in entertainment marketing and design. While Cyrus will be bringing the house down with his inimitable style of charm, wit and humour, the Promax Awards will reward excellence and celebrate the brand-defining campaigns that convert viewers into fans, build audiences on every screen, and drive bottom line results for biggest media companies in the world.

    From the Future of Creativity in Augmented Reality, to Re-inventing News for a Young India to a fireside chat with two iconic women who are creating headlines in the Indian media space to Weaving an Extraordinary Brand story through Design and many more engaging sessions ’Re-invent’ Promax India Virtual 2020 promises to keep you engaged and entertained.

    Rajika Mittra, Country Head & Strategic Partnerships, Promax India, Hong Kong & Philippines said, “It is important to celebrate the amazing work being done at a time where the sheer volume of great content and increased choices requires the support of great, strategic marketing. Promax 2020 promises to be multifaceted, creative and brings together rich experiences from all the global thinkers embracing new frontiers and thriving in this whirlpool of change.”

    Join us from the comfort of your home or wherever you choose to be as ’Re-invent’ Promax India Virtual 2020 takes you on an incredibly interesting, creative and enthralling journey as we bring the best speakers from around the globe to share best practices and their experiences directly to you.

    Brought to you in a completely new format, ‘Re-invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS goes ON AIR from tomorrow, 7th October and runs through till 9th of October, 2020 with the Grand Finale being the PROMAX INDIA 2020 AWARDS on Friday, October 9th at 5pm IST.

    Do register your teams at https://www.promaxindia.tv/indiavirtual2020/

  • RuPaul wins best reality host for fifth year in a row

    RuPaul wins best reality host for fifth year in a row

    MUMBAI: RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

    RuPaul in a pre-recorded video speech thanked the Academy adding, "every time I bat my false eyelashes I'm making a political statement. Tonight, the only political statement I want to make is this: love. Love for our LGBTQ brothers and sisters, love for Black queens and brown queens and love for the United States of America where a little gay boy with nothing more than a pussycat wig and a dream can build an international platform that celebrates sweet sensitive souls everywhere."

    RuPaul also included a call to vote on 3 November with a twist on his signature line: "The time has come for you to vote for your life!” He dedicated his Emmy to Drag Race alum Chi Chi DeVayne, who died on Aug 20.

    This year, RuPaul was up against Amy Poehler and Nick Offerman (Making It), Nicole Byer (Nailed It!), Padma Lakshmi and Tom Colicchio (Top Chef), Karamo Brown, Antoni Porowski, Tan France, Bobby Berk, and Jonathan Van Ness (Queer Eye), Daymond John, Barbara Corcoran, Mark Cuban, Lori Greiner, Kevin O'Leary, and Robert Herjavec (Shark Tank). RuPaul's Drag Race was nominated for a total of 10 Emmys this year. 

    The winners were announced as part of the five-night virtual Creative Arts Emmys event, hosted by Byer. The Primetime Emmys will follow on Sunday, hosted by Jimmy Kimmel from an audience-less Staples Center.