Colors sister channel Rishtey hikes ad rates

MUMBAI: Just over a year old and Rishtey - Viacom18’s free-to-air (FTA) channel in the UK – has taken the bold step of hiking its ad rates. Since Diwali, the channel that airs re-runs of Colors’ shows, a Pakistani series called Humsafar and some amount of original programming, has upped ad rates to double what they were at the beginning of the year, courtesy high demand and increased ratings.

According to BARB ratings, Rishtey, which turned one this September, stood fifth in the Asian channels’ chart with 696000 while Colors came a close sixth with 624000.

Indiacast business head (UK and Europe) Govind Shahi, says, “In the last 12 months, Rishtey has been constantly growing in term of eyeballs and is currently in demand by all brands that want to be seen by an ethnic audience. We are facing a situation where the demand is far outpacing the supply. Given the performance of the channel, which has more than doubled in terms of ratings and the demand supply chain, we thought it was the right time to go for a price hike.”

While this is Rishtey’s first ad rate hike, the new rates will be applicable only to new customers with existing contracts remaining unaffected.

Shahi is confident of the channel remaining on the upper side of the highest ad revenues for the year and says: “We are by far the number one South Asian FTA channel in the UK. Even at an overall level (FTA +Pay), we will end the year among the top two in terms of ad revenues. In fact, just in the last week, it has challenged the market leader in prime time slots a couple of times, which is a testimony of the success.”

When it comes to the shows, Rishtey claims Parichay and Laagi Tujhse Lagan have been high performers in the past two weeks.

According to industry sources, a prime time 30 second slot on Rishtey could go up to ?600 (Rs 61,105) for a mainstream advertiser depending on the ratings, while it could go up to ?100 (Rs 10,165) for an ethnic advertiser. As it is, a 30 second slot on the Bigg Boss finale is seeing heights of ?250 (Rs 25,460) from ethnic advertisers.

With mainstream advertisers including Diagio, Cadbury, BT, Boots and Asda and ethnic ones such as Tilda Rice, Southall Travel, East End foods, Lycamobile, DBS Law and Westmill foods, Shahi exults: “We have the entire gamut- from FMCG to supermarkets to finance/banks to charities.”

Latest Reads
Nitin Kukreja joins iQuest

Former Star India sports head Nitin Kukreja has joined iQuest Enterprises as its chief executive officer. Kukreja had left Star in March this year. IQuest is an enterprise of Nimmagadda Prasad, the former owner of the Maa TV group, who has multiple business interests ranging from infrastructure to...

Television TV Channels Sports
Sun TV's unassailable lead continues, while Zee TV leads Hindi across genre

BENGALURU: The Sun network's flagship Tamil general entertainment channel (GEC) Sun TV continued its lead in ratings across all GECs on Indian television for week 48 of 2017 (25 November to 1 December 2017) according to Broadcast Audience Research Council (BARC) weekly ratings data

Television TV Channels GECs
Republic TV, BTVI join hands for budget coverage

MUMBAI: Republic TV, spearheaded by Arnab Goswami, and Business Television India (BTVI) have entered into an alliance for content and programming around Union Budget 2018. The Republic TV- BTVI alliance promises to offer viewers a distinctive experience.

Television TV Channels News Broadcasting
Mairu Gupta and the art of building the NBA in India

MUMBAI: For basketball fans worldwide, the US National Basketball Association (NBA) represents the mecca of the sport. But in India, the NBA has had its task cut out, what with cricket presenting a near impenetrable line of defence.

Television TV Channels Sports
CNN-News18 'Indian of the year' 2017 special Telecast on 9 and 10 December

MUMBAI: The awards night of the annual and flagship initiative of CNN-News18, ‘Indian of the Year – 2017’ will be telecasted on the 9 and 10 of December at 9:30 PM on the channel. The initiative, whichrecognizes and awards the exceptional contribution and achievements of the iconic Indian citizens...

Television TV Channels News Broadcasting
Music channels bet on shows to boost viewership

MUMBAI: Seems like music channels are playing second fiddle to online music platforms when it comes to playing tracks. In an attempt to grab more eyeballs, pure-play music channels on television are moving away from the music content and focusing more on the youth-centric shows.

Television TV Channels Music and Youth
Zee TV leads Hindi GECs in week 48 of Barc ratings

MUMBAI: Zee TV emerged as the leader among Hindi general entertainment channels (urban + rural) dethroning Zee Anmol, according to Broadcast Audience Research Council’s (BARC) all-India data for week 48.

Television TV Channels GECs
Republic TV continues lead as genre ratings rise

BENGALURU:Two of weeks earlier, we had mentioned that the English News genre’s four week average ratings and weekly ratings have been falling since weeks 29 to 32 of 2017. The fall continued until week 47 of 2017 when the combined Broadcast Audience Research Council of India (BARC) weekly ratings...

Television TV Channels News Broadcasting
SPN India acquires TV, OTT rights for T10 Cricket League

MUMBAI: The newly introduced T10 Cricket league (TCL), which will be played at the UAE’s Sharjah Cricket Stadium, will be telecast live on Sony ESPN. The league is a four-day event running from the 14th to the 17th of December 2017.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories