Television

Clash of the Titans

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/08/20/Untitled-1_5.jpg?itok=SkZ_IJ-P

Sony, on the other hand, is all geared up to strike a chord with family viewers through Indian Idol Junior (IIJ), which will be running for 14 weeks. Title sponsor being Nissan Micra and powered by Horlicks, this new kids singing reality show has Real Fruit, 99acres.com, Kellog's Oats and Alpenliebe as other associate sponsors. According to the channel, over 6,000 promos spots have been played for IIJ.



"IIJ has one thing going for it," says a media observer. "It is commencing at 8:30 pm, half an hour before the rest. This could well work in its favour in terms of it getting viewers tuning into it Whether it will manage to make them sticky will depend on the show's content."



Indian Idol Junior judges Shekhar, Shreya & Vishal will be innovating while dealing with kids on the show



That is a legacy story, says Sony Entertainment Television (SET) marketing head Gaurav Seth. But what sets IIJ apart from the rest is its brand positioning, he adds. He further elaborates: "It is a brand extension of the very popular Indian Idol format on SET. We believe children have a lot of potential and talent on offer and hence, we wanted to explore this segment and showcase it to pan Indian audiences. We conducted a massive nationwide hunt to search for these kids through our eminent judges and we believe our viewers are going to be stunned with the talent on display through the rounds. Kids have a lot to offer in terms of their innocent, spontaneous and completely endearing actions which makes for compelling television viewing."



Sony's Seth has marketing for Indian Idol Junior covered from all angles

Launching an extensive campaign revolving around kids, Sony is comprehensively promoting the newest branch of its much loved franchise. Seth explains: "We have executed a huge national communication roll-out to inform TV viewers across India about the show and what to expect. This has been across all major media platforms and has succeeded in building immense recall for the show prior to launch. As it progresses, we believe that the talent on display will continue to attract loyal viewers interested in following the fortunes of their favourite contestants."



Sony plans to sustain viewer interest through city concerts, activation and celebrity episodes designed to keep highlighting the high-points in the show throughout the current season. Says Seth: "It has been one of the most popular talent shows on television and we hope to keep the success of its past editions alive with this new and fresher avatar. Indian Idol is a profit maker and the latest offering has received a favorable response from our advertising partners."



Zee TV is counting on its all new concept of DID Super Moms derived from one of its most successful properties - Dance India Dance (DID) to do the trick for it. For the first time, mothers, who always have been seen supporting their children in DID, take center-stage in this unique dance reality show focused on moms.



DID Super Moms team are looking at replicating DID's success

Zeel marketing head Akash Chawla asserts: "With DID Super Moms we wanted to capture the emotions of the audiences where a mother is a very important part of our lives and she always played a crucial role in our success. Our communication revolved around the fact that now it's time for mothers to be in the spot light and we should cheer them and support them helps them to fulfill her dreams."



Coming back to JDJ, one of the innovative strategies launched by Colors exclusively for the show is a promotional tie-up with YRF's upcoming Ranbir Kapoor- Deppika Padukone starrer Yeh Jawani Hai Deewani. "We will be running JDJ promos during YJHD. We have targeted 900+ screens in over 40 cities. While in terms of amplifying the campaign with the help of cable TV, we have planned a 10 Day activity in 130 cities and have bought over 1,000 spots," adds Rajesh Iyer.



Movie promotions are what IIJ will be banking on too to rope in celebrities and also heighten viewer engagement. Seth reveals: "There will be movie integrations at a later stage once gala rounds begin. We will also form strategic tie-ups with news channels to promote content and/or activation and concerts."



Season six of JDJ is being lauded for its aesthetically beautiful promos directed by Colors' in-house team led by Monica Nair. JDJ is being heavily promoted on the channel with promos not only seen during the ad breaks but within shows as well. "In order to increase the recall value of the viewers, we're trying this different mode of in-show promotion wherein we show a JDJ promo even before the advertisement break - between the show and the coming - up of the next segment," asserts Iyer.

Creatives



Colors- Marching Ants



Sony- Leo Burnett



Zee TV- Draft FCB Ulka

Sony's IIJ also has commendable creatives designed by Leo Burnett, with a strong positioning- Gaanon ka wohi jaadu ab bachchon ki awaaz mein. The promos, directed by the creative team at SET along with Fremantle Media, depicting young kids singing old classics have become quite popular. It has been an immensely clutter breaking campaign on all media especially TV with the spots getting high salience and recall," says Seth.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/burkha.jpg?itok=fsKeQsnO
New English news channel Harvest TV to launch on Republic Day

As the general elections are inching closer, media veterans are set to launch several news ventures.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/kholi.jpg?itok=j8mN58nH
Star Sports unveils new campaign “Cricket Ka Asli King Kaun” for India’s tour of New Zealand

Star Sports – India’s leading sports broadcaster has unveiled a new campaign for India’s tour of New Zealand.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/nba.jpg?itok=pVs8SPo2
Start your weekend right with NBA ‘saturday morning live’

The National Basketball Association, unveiled its campaign in India to create awareness amongst existing as well as new fans. Under its global television campaign, ‘This Is Why We Play’,

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/shemaroo.jpg?itok=_PV_jQVS
Shemaroo Entertainment Strengthens its Leadership Team to Conquer Newer Horizons

Shemaroo Entertainment Limited, has strengthened its International Business team with two new hirings at leadership positions.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/news.jpg?itok=n3Y8e4WF
NewsPoint to offer News & Entertainment content within the Xploree AI Keyboard

NewsPoint, India’s fastest growing news & entertainment app, has emerged as the country’s first platform of its kind to integrate with a mobile keyboard to serve news and entertainment-related content on the mobile keyboard.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/mix.jpg?itok=u3C43Zdi
Republic Media Network elevates Vikas Khanchandani as Group CEO

In a major announcement on the eve of the expansion of Republic Media Network, it has announced the induction of Bhaksar Das as group president and the elevation of Vikas Khanchandani as group CEO Republic Media Network.  

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/19/BARC_Marathi.jpg?itok=gSCdHeBx
No changes in Marathi, Telugu segments in BARC data week 2

In the Bengali market, Jalsha Movies and Aakash Aath interchanged their fourth and fifth positions in BARC data week 2. Bhojpuri Cinema and Big Ganga swapped their first and second position in the Bhojpuri space. Zee Kannada and Colors Kannada swapped their first and second positions in the Kannada...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/dettol.jpg?itok=dKznWfK6
Dettol topples Trivago from top spot in BARC week 2 of 2019

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for week 2 of 2019.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/19/BARC.jpg?itok=6hNM0QtI
Four news genres saw no change in BARC week 2

All the four genres apart from Hindi news urban market saw no change in second week of the year. Aaj Tak continued to groove on the same tracks in the rural, urban and U+R genres as it did the previous year. India TV and News18 India interchanged their positions in the Hindi news urban market.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories