'Nitty gritties of buying for television'

Sohrabji lists out what goes behind planning and buying for television at MediaCom:

  • An analysis on how relevant a channel is for our brand on various parameters and not just on reach and ratings,
  • The future of a channel in terms of the level of investments they are making in future shows,
  • The sense of optimism we get from the channel officials when we talk to them on their channel's performance going forward?
  • We do an analysis on if we had to do without a particular channel in our plan, how bad it would be for us? So I would know how dependent my plan is on that channel and how desperately do I need them?

"At the end we have a "cheat sheet" - a full list of things that we know, which we can put on the table while negotiating with the channel. The planning team sits with the buyers and equips them with exactly how needy or not needy that channel is for us in the year ahead and therefore with what confidence we can tell them whether we require them or not unless they come down on their rates," she says.

Also there are channels where the agency is not interested in doing rate negotiations because they know that the channel gives them great flexibility in quality and innovative thinking.

"So there is no fixed process but there are certain hygiene factors and then it all depends on how flexible the channel is and how open are they to do things to make my brand more visible than just giving me ratings. While ratings are imperative, I also want the channel to think about my brand. What makes a difference to me is that the channel should ask me what the positioning of my brand going forward is rather than my budget. So one has to gauge the channel's personality and fit your brand accordingly," she adds.

Latest Reads
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories