MAM

×

Value airtime to maximise resources: James Wilkinson

MUMBAI: Broadcasters need to value airtime in order to maximise their resources, James and Wilkinson Media co-founders Alan James and Jo Wilkinson said at PromaxBDA 2012.

“This asset helps in not one but four ways. It serves as your biggest marketing tool, can be used for branding, reduces off-air spends and is under your control. This is especially true in India where you can charge up to Rs two million per TRP,” explained James.

The market today is much more fragmented than two decades back and, thus, to reach out to a specific set in the audience, one needs to have a targeted marketing strategy and air time is a valuable ally in doing so.

Next on the list is setting clear objectives, outlining single-minded strategies and having effective campaign tactics. When the first two are well defined, the latter will follow. With a plethora of channels out there, these three tenets will make sure that your channel is differentiated from the lot.

Also, while deciding one’s promotional campaign, the channel needs to be clear about the demographic profiles of its audiences and the expected ROI on the campaign.

Annual planning and setting priorities by allocating funds accordingly is another aspect a broadcaster needs to pay heed to. It is important to analyse, differentiate and decide whether the priority is strengthening brand equity or delivering volumes and revenue. The ideal model is one that does both.

Things like the TRPs your channels garner, the break routines and the reach of your channels need to be kept in mind while planning promotional activities. Apart from this, other resources like the web, radio and mobile also need to be considered. Having taken all this into account, a network then needs to decide how many promotional campaigns it can sustain effectively in a week, month and a year respectively.

Aspirational targeting can lead to programme credibility, brand repositioning and future proofing the network to an extent which also helps in extending the reach of the content. The next step is to then decide the frequency to maximise the effectiveness of the creative.

“This effective frequency maybe defined as the number of times a person must be exposed to an advertising or promotional message to get a response and before exposure is considered wasteful,” says James.

Considering that audiences today use more than one screen, the idea of cross promotion is beneficial for a channel. Here too, it is necessary what to cross promote to whom. Making use of the sister channels, radio and web are tools for cross promotions that come handy in this case. Audience relevance, editorial relevance and timeliness make for good cross promotion guidelines.

A very important tool for any network is its break regime. An ideal break allows for three things – give the viewer a chance to navigate, deliver information or choice and make the broadcast network recognised. Navigation is the part that needs special attention.

There are different kinds of viewers: the programming led viewers who rarely surf, the surfers who surf moderately and the super surfers who keep jumping from one channel to another. While the first category needs to be informed, the second needs to be enticed and the third needs to be navigated.

Using on-air announcers is a concept novel to India, but has been a success elsewhere like in the UK. This tool helps contemporarise content, make the transitions and breaks seamless, and add a personal touch to the programming content to evaluate every step.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Krushna.jpg?itok=kb-aeCSP
DIGISOL Appoints Krushna Garkhede as Head of Marketing

Mumbai: In a bid to strengthen its core team, DIGISOL Systems Ltd., a leading provider of IT Networking products, appoints Mr. Krushna Garkhede as Head of Marketing. In his role, Krushna will drive the company's marketing efforts to support overall strategic objectives for DIGISOL 2.0 and impel...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Emami_Oil-Katrina_Kaif.jpg?itok=KXTXpXnj
Emami ropes in Superstar Katrina Kaif as the new face

Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Nawazuddin_Siddiqui.jpg?itok=NG_wv0Xz
Pokerstars India Launches Digital Campaign #Madeforpoker with Nawazuddin Siddiqui

PokerStars India, part of the world's largest online poker platform, has launched a new digital marketing campaign featuring Bollywood star and PokerStars India Brand Ambassador Nawazuddin Siddiqui.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/myteam11.jpg?itok=hs4_BpQU
MyTeam11 aims for BCCI title rights after successful run as title partners with West Indies Cricket

One of India’s leading fantasy sports websites MyTeam11, today announced that they had picked up the bid documents and were aiming for the four-year BCCI Title Sponsorship Rights, as per the tender released by BCCI on July 29, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/vad.jpg?itok=-5u22WoF
Fevicol A+ partners with NAB & school students to create more than 2 lakh Rakhis for Army Jawans

Fevicol A+ - an innovative crafting glue from Pidilite – celebrated the auspicious festival of Rakshabandhan with its nation-wide endeavor: A Bond Of love. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh exquisite rakhis...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/telewise.jpg?itok=ub5hJ76V
Tamil Nadu's retail brands weigh in on television as a marketing medium

Tamil GECs should include subtitles in their shows to increase stickiness and drive more brands to advertise on them, was the conclusion of the very insightful ‘Retail Therapy’ session at the recently concluded Tele-Wise Tamil conclave by Indiantelevision.com.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/htj525pp.jpg?itok=OW7SdbeW
Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/independence73.jpg?itok=ih5soQKa
How new India is celebrating its 73rd Independence Day

For millennial today, Independence Day brings back a lot of memories of the energetic dance, song and other performances organised in schools. The patriotic songs, story recitation on freedom fighters and other unique activities that children would present filled the whole premises of the institute...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/liberty.jpg?itok=TOVxh1-m
Independence Day Special: ‘In The Name of Liberty’ campaign asks simple yet pressing questions

MUMBAI: Every Independence Day, a number of brands come out with campaigns that are targeted at celebrating the freedom that we have or to salute those who helped us attain this freedom. And every year, a campaign or two stands out with a slight shift in the narrative that makes people think and...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories