ITV

Tag: Dish TV

  • Colors bets big on Bigg Boss season 6

    MUMBAI: Colors has launched a 360 degree marketing campaign to promote its biggest property – Salman Khan-hosted ‘Bigg Boss-6‘.

    With the central theme of ‘Alag Che‘ the channel has planned to do something different this time in order to create a buzz about the show.

    The channel has tied up with radio channels-Radio City and Fever to do some activities with them. On Radio City, the channel is converting ‘audio into video‘. Titled ‘Bigg Boss Banayenge Audio ko Video‘ four RJs will be seen doing tasks given by Bigg Boss. The videos will be uploaded on the Bigg Boss site and also beamed on Radio City‘s website.

    On Fever, the channel is taking ‘Radhe‘ (a parrot), who is a new element of the house, to speak to the listeners. “Apart from these two innovations on radio, we have a 30 city plan and will be advertising on 3000+ spots on radio. Bigg Boss is our largest property and we are keeping three things in mind for marketing this – reach, innovation and impact,” said Colors marketing head Rajesh Iyer.

    As a part of below-the-line activities, there will be railway announcements in Mumbai in Bigg Boss‘ style and voice which will give public service messages like ‘Don‘t cross the track, Use Bridge‘.

    Also, there will be announcement in Bigg Boss‘ voice in the theatres where he will ask the audience to stand up for the National Anthem before the movie starts. The activity in theatres started last week and will continue till 7 October (Sunday) when the show is going on-air. Colors has tied up with 100+ screens in Mumbai for this initiative. Besides this, the audiences in 20 cities and over 200 screens will get to see the advertisements of the show during breaks in theatre.

    Meanwhile, on television Bigg Boss will be promoted on more than 53 channels outside the Viacom18 network with 6000+ spots. On its own network it will block some 1500-2000 ad spots.

    In print there will be ads in more than 40 cities and the channel is aggressively advertising on the OOH medium with focus on key HSM Markets.

    It will also have a roadblock on Dish TV and Tata Sky on 5, 6 and 7 October between 8.45 pm – 9.00 pm.

    On social media, Colors has created a Facebook application wherein the users can nominate 13 friends who can be a part of a ‘virtual Bigg Boss house.‘ “In the app, the users can give their friends titles like-Most Attractive, Most Fashionable, Most Gracious, Most Dependable, Most Wild, Most Funny, Most Romantic, Most Competitive, Most Confident, Most Creative, Most Athletic and Most Knowledgeable,” Iyer added.

    As reported earlier by Indiantelevision.com, the channel is spending Rs 100-120 million on marketing the show.

    Bigg Boss-6 will air everyday at 9 pm.

  • Zee eyes Rs 1 bn from Sa Re Ga Ma Pa 2012

    MUMBAI: After a gap of two years, Zee TV is all set to woo its audience with the new season of its oldest flagship property ‘Sa Re Ga Ma Pa 2012’.

    Produced by Esselvision, ‘Sa Re Ga Ma Pa 2012’ will start on 29 September and will be aired every Saturday and Sunday at 9 pm.

    The channel has roped in 9 sponsors for the show. Continuing to present the show is Hero while the channel is in talks with a couple of brands for the powered by sponsorship and is expected to close the deals soon. Zee TV has got seven associate sponsors on board which include Ferraro Rocher, Tata Motors (Consumer Vehicles), Lux undergarments, Kraft Kitchenware, Toshiba Color TV, Dell laptops and Microsoft. Intel has tied-up with the property as the technology partner.

    “We are looking for one or two more associate sponsors depending on the category. It will either be an FMCG brand or a car brand,” Zee Entertainment Enterprises (Zeel) chief sales officer Ashish Sehgal said.

    According to Sehgal, the property had made around Rs 650-700 million in its last season. “Sa Re Ga Ma Pa is expected to make around Rs 1 billion this year,” he added.

    The channel has sold out 70 per cent of the Sa Re Ga Ma Pa inventory, which is being consumed by the sponsors themselves. The rest of the inventory will be sold to spot buyers.

    Marketing Blitz:

    With plans to use the digital media the most, the channel has created applications like ‘Call & Sing App’. It is a Mobile + Facebook app which will enable the viewer to sing on their mobile phones, post the audio clip on the ‘Sa Re Ga Ma Pa 2012’ Facebook page as well as their own Timeline even when they are ‘on-the-go’.

    “This app successfully integrates the ‘Sa Re Ga Ma Pa’ TV and web experience, giving individuals the ability to customise and engage simply. This will help to grow video-based user-generated content,” Zeel marketing head-national channels Akash Chawla said.

    “The focus in ‘Sa Re Ga Ma Pa 2012’ is to connect better with the audiences, who watch the show and create a stronger relationship with them. Our view is that multiple touch-points can enhance a viewer’s experience. It’s been seen that rather than being a distraction, these interactive methods in the digital domain tend to be programme ‘companions’, enhancing the viewer’s brand experience. Our attempt is to make all ‘other screens’ an ally of the television instead of being its competitor,” Chawla added.

    Among other initiatives are the ‘Hot or Not’ app where people will be singing one after the other and audiences rating them. There will be ‘interactive banners’ with jumbled lyrics that test their knowledge of music. The ‘Sur Tab’ will have ‘Sa Re Ga Ma Pa Dha Ni Sa’ as syllables on a tab that can be arranged by a viewer to produce different music. Once arranged, the sur can be heard and shared by the viewer immediately. There will be different instruments every week to keep the experience a “refreshing” one.

    The ‘Sa Re Ga Ma Pa Mobile App’ will have a media gallery of videos and photos, singing and music tutorials by mentors, anchor and contestants. Here, the viewers will get an opportunity to chat regularly with the mentors, anchors and contestants. There will also be a ‘Did You Know’ option with trivia related to music. All these will also be available on the microsite, saregamapa.zeetv.com.

    The channel is creating a roadblock on YouTube masthead on 28 September. It will also take-over on the ‘Yahoo’ site, through which the channel aims to drive maximum traffic towards the premiere of the show.

    The premiere of ‘Sa Re Ga Ma Pa 2012’ is being promoted on DTH players like Dish TV, Airtel and Tata Sky. All Dish TV subscribers will directly tune into ‘Sa Re Ga Ma Pa 2012’ on Zee TV when they switch on their sets on 29 and 30 September from 9 to 9.30 pm to increase sampling.

    The on-air campaign is being played out across Zee Network and also across news, music, Bollywood entertainment, Hindi movie and kids’ entertainment channels.

    On radio, the show aims to “heighten interactivity” through contests, RJ links and creating characters based on the mentors.

    Content innovation:

    The new season of Sa Re Ga Ma Pa promises to give audience more involvement in the show. As part of content innovation, the viewers have been given the opportunity to evaluate the performances with the use of voting meters. They have played a major role in selecting contestants through online auditions as well where a contestant’s entry depended on the number of ‘likes’ or ‘hits’ their uploaded video generated.

    Zeel – content head (Hindi GECs) Ajay Bhalwankar said, “With ‘Sa Re Ga Ma Pa 2012’, our aim is to customise the viewing experience with increased levels of audience engagement. Viewers now prefer watching content that not only entertains but also involves them. So, we have taken the interactivity route by understanding their inherent interest in music. There is a special round in the show where we will change the style and the chords of a song and the contestants will have to improvise it to gauge their knowledge of music.”

    Sa Re Ga Ma Pa 2012 will compete with big properties like Sony Entertainment Television’s Kaun Banega Crorepati 6 and Colors’ Jhalak Dikhhla Ja, which is going to end soon, and then Bigg Boss 6 which starts on 7 October. Star Plus airs its fiction property ‘Teri Meri Love Story’ in this slot.

    Talking about how the channel plans to compete with the properties, Bhalwankar added, “It’s not about competition but primarily we felt the need to innovate. We wanted to give them a genuine reason for watching our show. The judges, band and kinds of songs have all been selected taking many things into consideration. Even the audience on the sets is real audience whose voting is considered.”

    Taking the property to a bigger level, the stage set-up is like that of a concert with the musicians on the stage playing live as the contestants sing. To test the contestants’ music quotient and increase the level of competition, many elements will be introduced including changing the code or ‘sur’ of the song or throwing a request for a ‘jugalbandi’. A musical quiz contest will come on screens before every break and the answer will be given just before the opening of the next segment.

    ‘Sa Re Ga Ma Pa 2012’ will be judged by music director duo, Sajid and Wajid, lead vocalist of the band Indian Ocean Rahul Ram and music composer and singer Shankar Mahadevan.

  • Sur-kshetra:Colors takes DTH roadblock route

    MUMBAI: A roadblock strategy on two DTH platforms, heavy usage of radio and a marketing spend of Rs 60 million. That is how Colors will promote its new singing reality show, ‘Sur-Kshetra‘, which it will simulcast with Sahara One.

    The half-hour block will be on Dish TV and Tata Sky from 6-8 September at 7 pm. Colors is also creating a two-day roadblock on the music streaming website, Gaana.com.

    A singing battle between the Indian and Pakistani singers, the show will be promoted on Yahoo and other social media websites.

    Starting 8 August, ‘Sur-Kshetra‘ will run every Saturday and Sunday at 7.30 pm for 90 minutes.

    Says Colors marketing head Rajesh Iyer, “It is a co-branded show with Sahara One but the marketing effort is done through us. Wherever there is an opportunity to reach out to consumers, we have utilised that. We have a contextual advertising plan for the digital space as well. Since this show is targeted at masses, we are majorly relying on the traditional mediums and will not use on-ground activities to promote it.”

    Colors, according to a source, will be spending Rs 60 million to market the property.

    ‘Sur-Kshetra‘ is being promoted on leading radio stations with 6000+ spots. Big FM, Radio Mirchi and Radio City will also be connected with three FM stations in Pakistan – BBC Radio, Karachi FM and City FM. The RJs from India will be talking to the RJs of Pakistani radio stations about music with the main focus on ‘Sur-kshetra‘. “The promotion will be broadcast in 35 cities of India,” says Iyer.

    With the main focus on Hindi Speaking Market (HSM), Colors is rolling out print ads in leading newspapers across 40 cities.

    The promos of the show started airing during the screening of ‘Ek Tha Tiger‘. “They were aired in 250+ screens with 6750 shows of the movie,” says Iyer.

    There will be 500 OOH sites across 10 cities.

    “We are running a four-week campaign amounting to 2000 spots. We have also roped in cyber cafes in HSM, which will have ‘Sur-kshetra‘ theme on the homepages. For a week, selected mobile customers of Airtel, Idea and Tata Docomo will get the ‘Sur-kshetra‘ caller tune activated free,” says Iyer.

    Sur-Kshetra is produced by Sahara One in association with Gajendra Singh‘s Saaibaba Telefilms.

    In 2010, Star Plus had launched a singing reality show with India and Pakistan pitted against each other. Titled ‘Chhote Ustaad – Do Deshon Ki Ek Awaaz‘, the show was directed by Gajendra Singh. It also aired on Geo Entertainment Television in Pakistan.

    Ad sales drive

    Colors has roped in Philips as the presenting sponsor while the show will be powered by Dabur. The channel is looking at getting six associate sponsors to back the early prime time property.

    Philips has shelled out around Rs 80 million while Dabur has paid around Rs 66-70 million, according to industry estimates. The title sponsor is common to Colors and Sahara.

    Says Havas Media CEO- India Anita Nayyar, “Any musical show in India has a loyal viewership. ‘Sur-kshetra‘ is also bringing elements of sensitivity (India-Pakistan contest) which will give it an added advantage. The success of the show will depend on the quality of singers and the format.”

    Colors has sold around 70 per cent of its ad inventory while keeping the other 30 per cent to sell later so that it can earn premium rates. While the sponsors are consuming 60 per cent of the inventory, the remaining 40 per cent will be consumed by spot buys.

  • Dish TV Q1 net hurt by forex loss

    MUMBAI: India’s leading DTH operator, Dish TV, has narrowed its net loss in the fiscal first-quarter to Rs 323 million compared to a net loss of Rs 490 million in the trailing quarter.

    Ebitda stands at Rs 1.56 billion, up from Rs 1.44 billion in the preceding quarter, as the company has cut down on marketing costs. The content cost has seen 2.9 per cent rise and is in line with the industry expectation. But a deal with Media Pro, which distributes Star, Zee and Turner channels, is expected this month which would up the content cost.

    “Net loss of Rs 323 million was adversely impacted by foreign exchange loss of Rs 138 million. At the cash flow front, Dish TV continued to be free cash positive for the second consecutive quarter,” said Dish TV managing director Jawahar Goel.

    Operating revenue has seen a marginal decline (0.9 per cent), but Dish TV has seen subscriber growth while ARPUs (average revenue per user) have climbed from Rs 151 to Rs 156. With Dish TV taking a price increase of Rs 20 in the first week of July across all its monthly packs, the ARPU for this fiscal should rise to around 5 per cent.

    The churn rate has bettered to 1 per cent, against 1.1 per cent in the trailing quarter.

    Dish TV added 504,000 gross subscribers in the quarter ended 30 June, taking its total base to 13.4 million gross and 9.8 million net subscribers at the end of the quarter. The company is on track to achieve its target of 2.5 million new subscribers in the fiscal.

    “Churn sustained its downward movement, closing at 1% per month, while ARPU strengthened to Rs 156, mainly due to the price hikes taken previously.

    Efficiencies at the cost front helped enhance operating margins despite normalised lease rentals flattening the top-line growth. Enhanced offer fee, coupled with higher number of subscriber adds sequentially, maintained subscriber acquisition cost largely in line with the previous quarter,” Goel said.

    Dish TV’s subscriber acquisition cost (SAC) has jumped to Rs 2,145 compared to Rs 2,127 in the preceding quarter.

    Dish TV‘s operating revenue fell by 0.9 per cent to Rs 5.20 billion, compared to Rs 5.25 billion in the trailing quarter.
    Subscription revenue grew 5 per cent QoQ to Rs 4.5 billion on higher ARPUs. Carriage income fell to Rs 80 million, from Rs 130 million.

    Dish TV has controlled its expenses during the quarter which stood at Rs 3.64 billion, from Rs 3.80 billion in the previous quarter. This was due to a 49.6 per cent cut in advertisement expenses.

    The company spent Rs 135 million on advertising compared to Rs 268 million in the previous quarter. Marketing spends should go up substantially as the company guided an expenditure of Rs 1 billion this fiscal.

  • Zee TV rolls out marketing campaign for paranormal show Fear Files

    MUMBAI: Zee TV has launched a 360 degree marketing campaign to promote its new paranormal show Fear Files that will premiere on 30 June.

    The channel is promoting the show through print ads, ambient branding, DTH, viral marketing, cinema hall promotion, digital and social media. Also, differentiated augmented reality has been designed to maximise engagement while following an integrated marketing approach.

    As a part of the BTL activity, Zee TV will capture the audiences across malls and create an experience with augmented reality that uses computer graphics and sensors. There will be huge LED screens placed in these areas and people who come near the marked zone will experience something that is intended to surprise them and create a huge sense of intrigue.

    The online promotions will be centred on giving viewers a paranormal experience rather than just telling a scary tale. Internet users will be captured across various sites with captivating messages. The channel has planned a social network activity that will allow users to share their own experiences by writing in stories and upload videos. Paranormal expert Mehra Shrikhande will share daily tips and feedback to online users.

    The DTH promotional plan has ads and promos that will be played on Dish TV, Airtel DTH and Tata Sky.

    Cinema hall promotions have begun with the launch of movie ‘The Amazing Spiderman’ to tap kids and male audiences. Apart from the promos running inside the movie screen, the washrooms will carry ambient branding. The channel claims that print medium will also see “innovative and attention grabbing” advertising.

    The Facebook page of the show will also let viewers share their views and thoughts on various aspects. Micro-blogging sites like Twitter will keep the community of Fear Files viewers up-to-date on all on the shows.

    Zeel marketing head- national channels Akash Chawla said, “The biggest challenge that the marketing team had to surmount was to evoke the emotion of ‘thrill’ from its target audience. The show has intrigue and mystery as its core and these are the two factors taken forward in its marketing campaign also. Hence, keeping in mind the primary target audience of the show, promotions are centred around online and new media along with traditional media mix. The communication across every medium will aim to tease people with the fear of the unknown and give
    them a thrilling experience.”

    The 26 episode series is based on paranormal experiences in one’s life and will air every Saturday and Sunday at 10.30 pm.

  • Madison Media to handle Parag Milk Foods media biz

    MUMBAI: Madison Media Infinity has bagged the media duties for Parag Milk Foods, the makers of Go and Gowardhan milk-based products like cheese, milk and ghee.

    The incumbent agency on the account was Carat.

    Madison Media and Platinum Media group CEO Gautam Kiyawat said, “We are delighted to add Go to our portfolio of clients and are confident of adding a lot of value to their businesses and starting a long and mutually beneficial relationship.”

    Parag Milk Foods chairman Devendra Shah said, “We have partnered with Madison Media considering their strength and hopeful that their strength will definitely help us to draw our future growth path strategically.”

    Madison Media has been winning accounts consistently this year with Dixcy Textiles, Enamor and Crompton Greaves added in their kitty of clients recently. The company‘s gross billing amounts to Rs. 30 billion and has clients like Airtel, Godrej, Cadbury, ITC, General Motors, Marico, McDonald‘s TVS, Britannia, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Domino‘s, Bharti Axa, MaxNewyork Life Insurance, Tata Salt, Acer, Dish TV, Times Television Network and Indian Oil.

  • Fastrack consolidates OOH media biz under Milestone

    MUMBAI: Fastrack, Titan’s accessory brand for the youth, has consolidated its outdoor media business with outdoor agency Milestone Brandcom. Previously, the account was decentralised with multiple agency interaction at the regional level.

    The account win comes after a multi-agency pitch that was held in April. The agency’s Bengaluru office will be handling the account.

    Fastrack head marketing and retail Simeran Bhasin said, “The agency on board would need to be involved with the brand and think beyond conventional outdoor campaigns. Having worked with Milestone on a few campaigns in the past, we are confident of their thought leadership and efficiency in executing the campaigns.”

    Fastrack is a youth fashion brand offering watches, sunglasses, bags, belts, wallets, and laptop sleeves and many more to be added in its kitty.

    Milestone Brandcom founder and managing director Nabendu Bhattacharyya said, “We are delighted to have ‘Fastrack Brand ‘ on our ever growing brand portfolio. Our single objective of value proposition and on ground demonstration of our capability made the difference. We would live up to clients’ expectation as a true business partner in our journey and continuously raise the bar in our deliveries.”

    Milestone Brandcom currently executes OOH media duties for nearly 75 brands in India including key accounts like Tata Photon- Docomo, Colors, McDonalds, Binani Cement, Axis Bank, L‘Oreal, HDFC Mutual Fund, Dish TV, DSP Blackrock and Franklyn Templeton.

  • Vijaykant’s Captain News to launch 29 August

    Vijaykant’s Captain News to launch 29 August

    MUMBAI: Captain Media, the media venture of Tamil actor and politician Vijaykant, will start a 24-hour news channel named Captain News.

    The channel is set to go on air beginning 29 August.

    “We are happy to inform you that Captain Media Private Limited will launch its 24-hour news channel ‘Captain News’ from 29 August,” Captain Media managing director LK Sudheesh said.

    “The channel would air unbiased and quality news,” he added.

    Captain Media, which has entered third year of its operations, runs a bilingual family entertainment channel Captain TV which has programmes in Tamil and English.

    Captain is available on Sun DTH, Dish TV, and Airtel Digital TV, besides a host of other cable operators.

  • Milestone Brandcom strengthens East and South ops

    Milestone Brandcom strengthens East and South ops

    MUMBAI: In line with its market focus and growth strategy, integrated out of home agency Milestone Brandcom has strengthened its OOH division by appointing Surojit Sen and Rasiq Sultan as A.V.P – East India 360 Integration and Regional Head South India respectively.

    Sultan will be operating from Bangalore and the entire team in south will report to him. He has nearly nine years of experience in the OOH industry, having worked with agencies like Percept and OAP. His last assignment was with Percept, where he worked as regional head for south. He has worked on brands like USL, Wipro, Lenovo, Levis, Indus League, Central, Tanishq, Titan, General Motors and Nokia.

    Sen has 13 years experience in the industry with his previous stint being with Percept as regional manager – east. Before that he was with Selvel Advertising for 12 years. During his time in the industry, Sen has worked on brands like USL, Seagram, ABP, Zee TV and Allied Blenders Distilleries.

    Milestone Brandcom founder and managing director Nabendu Bhattacharyya said, “With the help of Surojit and Rasiq, we will continue to expand our footprints in the East and South and offer our existing clients better and more customized solutions. With the help of Rasiq and Sultan’s extensive local knowledge and understanding of the markets in the South and East, we are sure to offer an edge over others in providing robust solutions to our clients.”

    Milestone Brandcom currently executes OOH media duties for 75 established brands in India including key accounts like Tata Photon- Docomo, COLORS, McDonalds, Binani Cement, Axis Bank, L’Oreal, HDFC Mutual Fund, Dish TV, DSP Blackrock and Franklyn Templeton.

  • A Monster makeover in ‘Find Better’ campaign

    A Monster makeover in ‘Find Better’ campaign

    MUMBAI: Online career and recruitment solutions provider Monster India, part of Monster Worldwide, is moving into a new brand positioning, ‘Find Better’.

    Dentsu is masterminding the creatives of the campaign that is targeted at enabling employees and employers with ‘Better Access, Better Connections, Better Results’.

    Monster India’s ‘Find Better’ campaign aims to provide users with an improved user interface experience coupled with a simple and clutter free presentation of information with the central idea being to increase the ease of navigation on the website.

    Monster.com (India/Middle East/Southeast Asia) MD Sanjay Modi said, “Both employers and jobseekers are constantly seeking better. ‘Find Better’ builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web.”

    Working on insights from its recent study, the campaign is based on the concept that luck plays a crucial role in almost every sphere of our lives and especially in matters related to job search and career progression.

    The campaign revolves around two men who, while waiting to be interviewed, show off their lucky charms. There is a one up-man-ship as each one tries to outdo the other. In the end, the boss walks out with the third selected candidate. The other two men stare at him wondering what he did to get luck on his side. The selected candidate stops to pull out his smart phone which has Monster application for job seekers and comments that with Monster, the luck is on his side.

    Dentsu India Group national creative director Soumitra Karnik said, “In India, a large number of people believe in luck and lucky charms, especially when it comes to finding the right job. This is the insight we used in our communication. The idea is to reinforce Monster’s strengths as a result of the new initiative launched by the company to connect savvy job seekers who want 24/7 access to employers anytime and anywhere. We have made a conscious effort to blend humor in the television campaign as we operate in a serious category.”

    Monster India has also launched Monster TV, a career channel on YouTube that combines video with MonsterIndia.com’s expertise to deliver content to job seekers at a high scale. The channel will act as a repository of high quality relevant user generated video content.

    Monster India recently launched its iPhone and iPad applications to complete the Monster Mobile Solutions portfolio, which already had Android, Blackberry and Windows applications. The company also launched a WAP portal to help seekers and employers to access MonsterIndia.com from anywhere they are.

    Monster also pioneered jobs on television in India with the launch of ‘MonsterJobs Active’ in collaboration with Dish TV. Making use of the social media phenomenon of Facebook, the online portal launched BeKnown™, a professional networking app designed to allow people who use Facebook to establish a professional network.