Television

Making sense of the loss-making Bigg Boss

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/26/sallu.jpg?itok=-XeAEkz8

MUMBAI: Love it or hate it but you just can’t ignore it! Which is what not just viewers but also television channels have been doing ever since Endemol India introduced Bigg Boss.

First presented by Sony Entertainment Channel in 2006 with Arshad Warsi as the host, the ever popular reality show started off with a bang only to end with a whimper when the channel was forced to relinquish the loss-making show.

Though that didn’t stop a five-year-old Colors from taking up where Sony had left, the channel continued to lose a lot of money over Bigg Boss even as the show became more and more popular.

Intrigued by Colors’ determination to hold on to such a loss-making property, indiantelevision.com posed the question to CEO Raj Nayak in an earlier interview, to which he answered: “I do it because it is a cult show. People wait for it. Advertisers want it. If you speak to ‘Streax’, the owner told me two containers were bought in Afghanistan because of Bigg Boss. That is Bigg Boss for you.”

He further said: “We generate PR worth Rs 15-20 crore when Bigg Boss is about to start. That’s the kind of cult image the show has - 100 days of non-stop entertainment during prime time, like an IPL match. We will not stop doing those things as the viewers want it. So, as long as it matches my bottom P&L, I am able to manage it, I am fine.”

Indeed, one of the reasons to continue investing nearly Rs 120 to Rs 130 crore in Bigg Boss is the kind of buzz it generates well ahead of the launch. The contestants, their choice of clothes, their language and mannerisms, the controversies around them – constitutes fodder for endless discussion and hence, nothing to be unhappy about.

Also according to Nayak, Bigg Boss gets the best advertisers by virtue of it getting the best ratings. Fact is while fiction is Colors’ staple food, advertisement rates for non-fiction shows are higher. Then again, walking the tightrope between fiction and non-fiction is of essence.

Yet another reason for continuing with Bigg Boss is the rub-off it has on ‘Brand Colors’. “When you go to a restaurant, there will be many dishes (Chef’s specials) that will be expensive. They don’t make money on that but they keep it because some people keep coming for those dishes. And yet, these people eat other stuff as well,” explained Nayak.

The show was high on viewership throughout the season; however it was its finale episode that added a cherry on the cake. It had all the makings of a ‘masaledaar’ blockbuster including power-packed performances by the contestants and the host Salman Khan himself.

“The season seven has been the most watched, most buzzed and most trended season of all times,” believed Colors’ weekend programming head Manisha Sharma.

Bigg Boss seven debuted with 7,711 TVTs on its opening day and continued to have a successful run for several of weeks.

The spill-over effect of the popularity of Bigg Boss was felt on shows Colors airs before and after Big Boss. For example, in week 44 of TAM TV ratings, viewership of Madhubala rose to 4,441 TVTs from 4,305 TVTs a week earlier and that of Uttaran jumped to 4,299 TVTs from 3,722 TVTs.

For Lodestar UM vice-president Deepak Netram, Bigg Boss is the kind of show which is an investment for the long term for the channel.

A senior media planner said while Colors is seeing a 10 to 15 per cent year-on-year increase in the cost of producing Bigg Boss, the show continues to have a loyal set of viewers and continues to deliver on ratings.

“It’s like you are making a product but not getting the right price for it. But does that mean you will stop making the product? Obviously, you will continue making the product. The problem you have is in terms of sales,” he said.

Yet another planner opined the channel wouldn’t give up on the show. “If the show is making losses, it does not mean it won’t happen. Some other channel will pick it up and make it. So, they will sell it to their competitors. And the show has its audience; they will lose the viewers.

So, to not lose those viewers, Colors will have to make the show. To get the right value, you’ve got to get sales active,” he rounded off.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/26/agarwal.jpg?itok=IE4iFPUe
Gaana acted on users' desire to share, says COO Prashan Agarwal

Listening to Gaana is no longer a solitary pursuit, limited to one’s headphones, car or room… with Gaana Social, users can share their music with anyone, anywhere, anytime - spreading the joy that only music can bring.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/FIFA-Story.jpg?itok=-v_bg075
U-20 & U-17 FIFA '19 bidding for host launched, Sony to telecast U-17 in seven countries

Broadcasters, OTT/VoD platforms and digital companies are looking forward to entertaining and engaging viewers by providing the best adrenalin. Sports lately is the genre which is in vogue. Leading broadcast and streaming companies are seeking out avenues and sporting event opportunities to keep...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Brooks_Meek-Anthony_Moore.jpg?itok=5ynTynEr
India among prospects to train at NBA Academy

MUMBAI: The National Basketball Association (NBA) and Basketball Australia (BA) has announced the official opening of The NBA Global Academy, an elite basketball training center at BA’s Centre of Excellence at the Australian Institute of Sport in Canberra. The NBA Global Academy will serve as the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Prannoy_Roy-Radhika_Roy.jpg?itok=U3wkYBz0
NDTV resolutions confirm re-appointment of Roys & sale of subsidiaries

MUMBAI: NDTV, in a communique to the secretary, BSE Limited, and assistant VP, Listing Department, National Stock Exchange of India, signed by the company secretary Navneet Raghuvanshi, confirmed that four special resolutions as mentioned in the Postal Ballot Notice dated 11 May, 2017, have been...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/24/Carlos-Amoros.jpg?itok=nKVSW3ay
Tripleplay to provide Atlético de Madrid stadium tech solution

MUMBAI: Tripleplay, a leader in the development of Digital Signage, IPTV and Video Streaming Solutions, has been chosen by Atlético de Madrid to implement its technology at the brand new, 68,000 capacity, Wanda Metropolitano Stadium in Madrid this July.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/ntony_0.jpg?itok=s8hztsgm
Roy C. Anthony joins Ventuz Technology as VP - creative development & ops

Roy C. Anthony, a leading figure in the digital creative world, has joined Ventuz Technology AG. For over 20 years, Roy has been a force of innovation in fields ranging from VR, film, event and staging environments. Pushing boundaries in large scale interactive immersive display technologies, he...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/zee.jpg?itok=em5ZBwe8
Zee Cafe targets 20-40-yr-olds with BBC First drama

MUMBAI: Zee’s English entertainment channel Zee Café has partnered with BBC Worldwide to bring award-winning premium British drama to its audience. Starting from 26 June, the channel will host BBC First content block with 11 new shows set to air every weeknight at 10pm time slot. The channel has an...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Dhimant%20Parekh.jpg?itok=7Qv1DKpo
HistoryTV18: #BossWomen to tell stories of Indian women

NEW DELHI: #BossWomen, a weekly video series showcasing the stories of extraordinary Indian women, has commenced telecast on HistoryTV18. The programme is part of a first-of-its-kind digital collaboration with disruptive tech-media platfvorm The Better India. The first episode is on with the story...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/DD-800x800.jpg?itok=mThViP0X
Doordarshan: Soaps & travelogues make Arun Prabha shortlist, presentations early July

NEW DELHI: The producers of the 390 proposals in nine genres which have been shortlisted for soon-to-be-launched DD Aruna Prabha for the northeast have been asked to make their presentations in DD Headquarters in Delhi from 6 to 10 July. All the shortlisted productions are in the commissioned...

Television TV Channels Terrestrial

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories