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
BTVI and AutoX magazine join hands to launch ‘The AutoX Show’

Business Television India (BTVI), India’s Premier English Business News Channel, has teamed up with AutoX Magazine, India’s fastest growing automotive publication and portal, to launch the ‘The AutoX Show’

Television TV Channels News Broadcasting
Guest Column: Content is king, but is distribution still God?

A linear channel goes through multiple layers of distribution intermediaries on ground. 

Television TV Channels Viewership
BTVI Money Mantra hits its ground in Mumbai and got a great response

Money Mantra an initiative by Business Television India (BTVI) was welcomed by the audiences.

Television TV Channels News Broadcasting
ZEE takes one more giant pioneering step - builds a technology platform to satisfy 5 senses of the viewers to offer immersive customer experience!

Mumbai: ZEE Entertainment Enterprises Ltd. (“ZEE”), a global media and entertainment powerhouse, has taken a yet another pioneering giant leap by securing a United States (US) Patent on a technology platform developed in the Silicon Valley at its very own - ZEE Media Lab. This unique platform stems...

Television TV Channels People
Don't believe in just passive communication: BTVI's Anuj Katiyar

It’s been two years since BTVI has come into the English business news picture. A tough nut to crack, the channel has been at it by first challenging the incumbents and later by revamping itself to suit the new generation of business news viewers.

Television TV Channels News Broadcasting
Star Sports unveils #BattleofSixes campaign for the upcoming PAYTM India- West Indies ODI and T20 series

This festive season is set to take cricket fans by storm as the battle of sixes begins with India taking on West Indies in the PAYTM ODI and T20 series, starting Oct 21st and November 4th, 2018 respectively.

Television TV Channels Sports
LaLiga Football Schools launch in Kerala

LaLiga, Spain’s top football league, recently launched the LaLiga Football Schools in India. It is a comprehensive grassroots football development programme in association with India On Track

Television TV Channels Sports
Triple gold medalist and former autralian olympic swimmer, stephanie rice debuts as an expert presenter on vivo pro kabaddi season vi in india

This season Star Sports, the official broadcaster for VIVO Pro Kabaddi League 2018 lifts the spirit of the game a notch higher with the announcement of three - time Olympic Gold medallist, Stephanie Rice, as an addition to the illustrious expert panel.

Television TV Channels Sports
IndiaCast rejigs revenue top brass in bid to grow across markets, platforms

In a move aimed at synergizing processes and business opportunities to scale up revenues, IndiaCast, the domestic, international and digital distribution arm of Viacom18 and TV18, today, announced an organizational rejig of its revenue management structure.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories