ITV

Tag: expected

  • Online marketing expected to grow 20% in 2005: eMarketer

    MUMBAI: The Orlando Forum will be featuring the best practice leaders, case studies and techniques to boost online return on investment (ROI). This forum was announced by Strategic Research Institute and is designed to help big brands use the Internet as a successful marketing, advertising, and customer relationship building channel.

    eMarketing 2005: Online, Strategies, Tools & Trends for Success, it will be held on 19 and 20 May at the Renaissance Orlando Resort at Sea World in Orlando.

     
     
    Practical advice from industry leaders and practice experts will be shared on some of the latest trends, research, case studies, technologies, tools and partnership programs to help brands leverage the resurgence of the Internet as a marketing channel.

    According to eMarketer, “Online ad spending jumped nearly 30 per cent to $9.4 billion and is expected to grow more than 20 per cent this year.” AOL Media Networks and One Real World will be sponsoring the event.

     
     
    The list of speakers at the forum include:

    Geoff Ramsey, Co-Founder, and CEO, eMarketer
    Mary Bermel, Vice President Interactive and Communications, Global Brand Advertising, Hewlett-Packard
    Chris Churchill, CEO, Fathom Online
    Kevin Lee, CEO, Did-it.com
    Peter Blacker, AOL Media Networks
    Ted McConnell, Manager, IT Research and IT Fellow, Procter & Gamble
    Rikki Khanna, Account Supervisor, AKQA
    Dave Balter, Founder, BzzAgent Inc.
    Jim Sterne, President, Web Analytics Association
    Kathleen Olvany Riordan, Vice President, Internet and E Marketing, Kraft Foods
    Andy Sernovitz, CEO Gaspedal and Cofounder, Word of Mouth Marketing Association
    David Dickey, Director, Internet and New Media, Sprint
    Scott Olrich, Founder, Responsys
    Pete Blackshaw, Chief Marketing and Customer Satisfaction Officer, Intelliseek
    Jeremy Helfand, Vice President and General Manager, Advertising.com

  • ‘KBC II’ expected to rake in Rs 2.5 billion+ from ad sales

    MUMBAI: The stakes are getting bigger and as summer sets in
    with its full fury, the heat at Star House in Mumbai’s Mahalaxmi area too is increasing. The next 90 days at Rupert Murdoch’s Indian ops would, probably, be critical. A general restlessness at Star India apart, a pivotal Star Plus property gets unleashed on 5 August.
     
    The all new KBC 2 Logo

    Coming to Star’s game plan with KBC2, it would certainly take potshots at competition’s established time slots. Take, for example, Sony, which is quite stable on Fridays with good properties. KBC2‘s entry is sure going to upset the apple cart from Sony’s viewpoint, if not completely upturn it. It may also redefine afresh how weekend programming is done.
     
     
     

    As far as revenue is concerned, KBC2 (with a fixed 85-week run) is expected to rake in, as per market estimates, on an average, Rs 30 million in ad revenues per episode. The total cost for mounting KBC2 is approximately Rs 850 million, which includes acquisition and marketing costs as well as host and bollywood icon Amitabh Bachchan’s remuneration. Theoretically speaking, if Rs 850 million is spread across 85 episodes, cost per episode comes to Rs 10 million. Hence, the total ad sales revenue generated solely from KBC2 could be pegged at Rs 2,550 million with actual profits standing somewhere around Rs 1,700 million.

    There are also the ramp ups on distribution declarations that need to be factored into any revenue projections though. One would expect the KBC “pull effect” to have a significant positive impact on the network’s declared subscriber base.

    From an advertiser’s lookout, however, what KBC2 offers is a new opportunity. According to information available with Indiantelevision.com, Star has managed to rope in Nokia as an associate sponsor and the deal has been cracked at Rs 150 million. Airtel and BSNL have come on board as the SMS and landline phone partners, respectively, on a revenue sharing model.

    In the weeks to come, Star will be roping in five more associate
    sponsors – one from the automobile segment, two from the FMCG sector and one each from the white goods (the likely toss up is between LG and Samsung) and the two-wheeler categories.

    That Star will put all its marketing muscle behind KBC2 goes without saying. What the public and the trade are waiting to see is just what the media and promo blitz will entail. Comparisons will no doubt be drawn to its predecessor KBC but that is only to be expected. According to a leading pink paper, Star’s creative agency O&M has created 11 commercials around KBC2 all featuring the Big B.

    It is also interesting to note that all these strategies would not have much bearing if advertisers are not willing to spend. Will advertisers increase ad spend because of KBC2 or divert funds from Star Plus?

    Star seems to have figured this out up to a certain extent. Taking into account that existing advertisers don’t divert funds from their current programmes, a strategy could be to approach clients whose spends on the network is presently low. If one looks at the brands mentioned above, very clearly these clients have had a cricket skew.

    Will KBC2 be to Star what Indian Idol was to Sony — a short-lived euphoria? Or, will KBC2 actually move both the revenue and programming game plan into a next phase? Only time would answer such queries, but let’s not forget that KBC is a different ball game altogether. Unlike the international show, where the host was not such an attraction, while the concept was, the Indian version has got two hooks — Bachchan’s ageless popularity and, of course, an increased prize money of Rs 20 million to be won.

  • Colour TV sales expected to hit 2 million during World Cup

    MUMBAI: Colour TV sales during the World Cup season are likely to touch the two million mark.

    This market estimate should come as specially good news after the post festive season of Diwali sales plummeted four per cent . The news is not as bright for black and white TV sets though, which are expected to register only a marginal increase.

    With CTV sales poised to shoot by 40 per cent during the world Cup, manufacturers are geared up to cease the market by flooding it with World Cup special offers

    While LG Electronics is one of the official sponsors for the event, South Korean rival Samsung is also hoping to ride the wave of cricket interest with increased sales. The other TV companies are also hoping to cashing in on the world cup frenzy.

    While official sponsor LG Electronics India Pvt. Ltd. has earmarked a budget of whooping Rs 350 million for its consumer promotion ‘World Cup Pass Chahiye’ offer. The unique aspect of the campaign running from 5 January till 28 February is unlike any other world cup special offer. The company will be offering free passes for the Cricket World Cup to the lucky few and not just tickets to South Africa.

    With every purchase of consumer electronics or home appliance product and 17 inch Colour Monitor from LG, the consumers has a chance to participate in the contest. The prizes include over 701 lucky prizes ranging from a Gold Pass and 600 silver passes for the World Cup matches and 100 limited edition LG products besides assured gifts.

    The gold pass would entitle the winner an opportunity to attend all the World Cup matches in South Africa along with a friend/family member. The Silver Pass, on the other hand, would enable its winner to watch an individual match during the World Cup matches. The airfare and the hospitality for the winners of these passes would be taken care of entirely by the company.

    According to an official release, company is targeting to achieve a sales turnover of Rs 9.2 billion, which amounts to a 60 per cent growth than the last year.

    Meanwhile Sansui India, the Indian arm of Sansui Electronics Japan, announced its World Cup offer too. On purchase of a Sansui color television, customers get another television or a ten-band world radio or a VCD player free. Sansui offer will be closed on 31 January. The company expects to sell about 0.25 million CTVs during the World Cup season.

    Philips India on the other hand is utilizing the world cup season to launch its new models targeted at the new emerging up-market segment. The company is also set to market flat CTVs, Plasma and Projection CTVs aggressively. Amongst the just launched is a new top-of the line range of Pixel Plus CTVs with Pixel Technology.

    The electronics manufacturers expect to register a 100 per cent growth in the during the world cup first quarter. The company has budgeted around 1.2 billion for advertising and marketing during world cup. According to the media reports, the company expects to sell 150 to 160,000 units of CTVs.

    Another electronic consumer goods manufacturers with innovative marketing strategy on hand is Onida. The company has seized the world cup opportunity fillip its sales. According to the television commercial currently on air, all Onida colour televisions bought during the festive offer period have a four year warranty. They have called this a offer a World cup to World cup offer.

    Even the homebred Videocon has targeted world cup as an opportunity to increase their sales with their ‘Khel ke Dekho’ offer. The company has reserved a 1.1 billion as its world cup offer budget. According to media reports, company expected to sell about 450 thousand CTVs. The rural sale is expected to grow up by 50-55 per cent.