MAM

Television channels step into the Great Outdoors

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/02/28/shettyy.jpg?itok=uZQ9yb61

The world is a communications village. And television is one of the media for facilitating that communication. Today it is no surprise to see the same channel being beamed simultaneously all over the world, with some tweaking to make it suitable for local tastes. In India television has exploded into our homes over the past decade with more than a 100 channels making a beeline for eyeballs.

This makes for a highly competitive industry with each player's survival hinging on a dedicated viewing of its programmes, by a large and ever increasing base of people. That is its only source of revenue (apart from subscription fees). The larger the number of people who watch a channel's programs, the greater is the possibility of advertisers getting interested in using it as a vehicle for advertising their brands. The more the advertisers who placed their adverts on the channel, the higher its revenue. The fatter the take-home packet on the revenue front, the more the channel can invest in better and refined contents.

TV channels form an integral part of the entertainment industry. By definition, entertainment, as the word suggests, is an ongoing activity. One that must be entertaining, enjoyable and most importantly, novel on an everyday basis. Repetition, on television, creates boredom and causes irritation.





"Oh God, I saw this yestraday and again in the afternoon!! I'll switch channels and see if there is another one that is showing new and refreshing fare," are the viewers' thoughts.

In such a scenario how can a TV channel find the high ground ? How can it increase its viewership without taking a hard hit?

How can it make more and more people stay glued to its programs?

How can it do this such that it matches its change in its program content?

Which is the medium which offers immediacy, is communicative, is eyecatching, offers colour, is seen by a large number of people who are walking, commuting, shopping, or driving to or from work and offers short duration contracts and is not prohibitive in terms of costing? The answer if you have guessed by now, is The Great Outdoors, mate.

Take a look at the comparitive advantages that hoardings/billboards offer over other media vehicles. In fact, it would not be an idle boast if one said they are idle for television channels and producers who are looking at a good way to target viewers and specific audiences.

Newspapers: Newspapers offer the benefit of immediacy. But they are read only by their base of readers. A TV channel would have to advertise at a very high frequency for the program content to be known and viewed by its base of readers. Hence, in terms of reach and cost, newspapers work out to be an expensive option.

Magazines: Mags like newspapers, can be read only by the base readers. Hence, they are an expensive proposition.

The Great Outdoors:

* The medium offers immense repeat viewership of a communications message, without incurring any repetitive costs. About 10 strategically located sites, in Mumbai, would offer the advertiser a solution that would help him cover the mass of the audience in the city.

* In the great outdoors, the medium is the message. It's the editorial or content ambience that determine readership or viewership of a medium. Billboards or hoardings fit that to the tee, they provide advertisements with a high "opportunity to see."

* As far as billboards or the outdoors are concerned the audience has zero access cost and no threshold at all to receive the communication - except for the gift of vision.

* Due to the heavy fragmentation/ high clutter of media like Print and TV, the time spent on these media by audiences has reduced considerably.



*The Outdoors is considered to be a 'mass' media vehicle while all other media are increasingly defining themselves to a particular audience by content, design etc.

* Visual imagery can be enhanced through the use of top quality illumination and well executed creative, thus helping billboards achieve their promise as traffic stoppers. In the process, they well may help build quick brand awareness.





Savvy marketers at select television channels, have given a shot in the arm to the hoardings business, stepping into the vaccuum left by dot com clients who disappeared once the hype died down. Television marketers who have not used hoardings to their maximum potential would do well in taking another hard look at the medium.

Shankar Shetty

The writer is associate vice-president, Primesite (a division of Mudra Communications). The views expressed in the article are his own.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Anushka-sharma.jpg?itok=x423bbje
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/grnnnply.jpg?itok=r7doZ2jY
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/yannic.jpg?itok=pWYoYT0q
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories