In programme advertising sneaks in subtly on Indian TV

MUMBAI: Product placements within programmes may have long been the norm in the West, but the idea is just percolating into desi shows.

A study conducted by TAM AdEx recently, focusing on a few shows and the products showcased therein, shows that while, for the broadcaster, it serves as an additional revenue stream and to the advertiser it offers a 'clutterfree' and 'zap free' environment. The study has chosen Dr Morepen's products on Star Plus' show morning health show Tango. 

While the concept of subtle product placement has prevailed in India for quite some time with examples like Kaun Banega Crorepati with the camera focused on the ICICI cheques at the time of Amitabh handing over the cheques to the winners and the launch of Maruti Versa on Khulja Sim Sim, Tango takes the advertising a mite further.

For three episodes telecast on 9, 10 and 11 April 2003, the Dr Morepen brand was visible on the screen 221 times across the three episodes or 70 times on an average per episode. The brand was visible for 1352 seconds as a result of in programme promotion in addition to the actual advertising time. 

This means that if this was to be converted into TV commercials of say 20 seconds each (as is during the commercial break) , 1352 seconds would actually amount to 67 TV commercials in 3 episodes, averaging 22 commercials each episode over and above the commercials during the actual commercial breaks.

TAM AdEx captured 18 different "Points of the programme' in which the in programme placement was displayed. From the start of the programme to Health Tips, the construct displays a salient blend of the programme situation with the brand name, says the TAM AdEx study, which also captured audio mentions of the brand for the first time in India. 

The brand has been able to generate a great deal of on screen visibility due to this unique advertising window, says the study.

The study also compared in programme advertising with non TVC advertising as it exists in cricket programming on Indian television and found that while In Programme promotions contribute 33 per cent of the total advertising time on Tango, the contribution of Non TVC advertising is as high as 43 per cent on cricket related shows.

According to Njoy Media GM (a group company of Dr Morepen) Dr. Chandrasekhar says, "The strategy for the programme hinges on frequency aimed at creating involvement for Tango brand which will be launched later this year. The idea is to build a community around the health and lifestyle promise of Dr Morepen and plug the Tango name indelibly in the public mind".

With both the broadcaster and the advertiser seemingly happy about the success of the Tango story, looks like the Indian viewer will have to brace himself for some aggressive product placements in shows in the near future.

Latest Reads
Disney makes $70.3 billion counterbid for Twenty-First Century Fox

21st Century Fox has announced that it has entered into an amended and restated merger agreement with The Walt Disney Company pursuant to which Disney has agreed to acquire for a price of $38 per 21CF share the same businesses. Disney agreed to acquire under the previously announced merger...

Television Production House Post Production


Television TV Channels Sports
&pictures to air the World Television Premiere of the critically acclaimed Mukkabaaz on Saturday, 23rd June at 8pm

In a love story of a sportsman set in Bareilly, Vineet Kuma Singh plays a Kshatriya boxer who falls in love with a deaf-mute Brahmin woman. Co-produced and directed by National Film Award winner Anurag Kashyap, Mukkabaaz was screened at the 2017 Toronto International Film Festival and the 2017...

Television TV Channels GECs
Disney appoints new creative officers for animation division

Jennifer Lee and Pete Docter have been named as new chief creative officers (CCOs) for Disney’s animation division. While Docter will handle the Pixar Animation Studios, Lee will head the Walt Disney Animation Studios.

Television Production House Post Production
Epic TV appoints Rajiee Shinde as president

Infotainment channel EPIC TV has announced the appointment of Rajiee M Shinde as president. In her new role at EPIC, she has been entrusted with the responsibility of expanding the business and building the EPIC network.

Television TV Channels Factual & Documentary
Endemol Shine hires banks for a possible sale

Netherlands-based TV production company, Endemol Shine Group, has hired Deutsche Bank and Liontree to explore a potential sale that could be valued between $2- $4 billion including debt.

Television Production House Post Production
Leap into the world of robots and cyber terrorists as &flix brings the premiere of ‘Ghost in the Shell’

&flix, the all-new destination for the most-awaited Hollywood hits, is all set to bring the Indian television premiere of the 2017 American sci-fi action film ‘Ghost in the Shell’, this Sunday, June 24 at 1 PM & 9 PM. The movie, which is part of the channel’s ‘Flix First Premiere’ property...

Television TV Channels English Entertainment
CNBC-TV18 announces the 8th edition of the india healthcare and wellness awards

CNBC-TV18, India’s leading English business news channel along with ICICI Lombard, announces the 8th edition of the‘Indian Healthcare and Wellness Awards.’ The awards will acknowledge and felicitate the best of medical and wellness service providers in the industry. The event will also serve as a...

Television TV Channels News Broadcasting
Times Network appoints Mihir Bhatt as chief editor - IPs

MUMBAI: Times Network, part of India’s largest media conglomerate, The Times Group, today announced the appointment of Mihir Bhatt as chief editor – IPs. In his new role, Mihir will spearhead efforts to create unique and content-rich offerings on all IPs of the network, in addition to his...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories