Television

Star Plus gambles high with India?s Raw Star

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/08/18/yoyoyo.jpg?itok=b0-sLvGC

MUMBAI: Coming Sunday (24 August) viewers of Star Plus will have a new persona on screen. We aren?t talking about any new saas bahu show, but the much hyped singing competition with the current youth icon- Yo Yo Honey Singh.

The two hour show- India?s Raw Star- is slated to go on air against the backdrop of intense marketing and advertising along with the big gamble of having Singh as the face.

Every Sunday, viewers will get to witness 10 artists who will go beyond just singing and will create a distinct style of music, irrespective of his/her singing language or music genre.

Differentiating itself from other such shows, the channel had conducted only digital auditions where interested participants had to upload their audition videos through the website or mobile app, submit their entry and get a chance to be a part of India?s Raw Star.

?In the past, digital auditions have been a part of music reality shows, unlike ours which focused exclusively on digital. Our aim was to say that if we are trying to reach out to genuine artists then why make them stand in long queues in different cities. Why not do something of their choice and at the comfort of their homes,? believes Star Plus SVP ? marketing Nikhil Madhok.

In conversation with indiantelevision.com, Madhok shares aggressive marketing plans for the channel?s first ever music reality show and how it plans to cater to the youth in a big way.

The digital audition, which was targeted due to a high amount of youth spending their time on it, received 50,000 entries.

The first innovation was on YouTube. The ads that were placed before videos were timed in such a way that when a person tries to ?skip? the video, Honey Singh would pick up the skip button and say ?you can't skip me just the way you can't skip the Raw Star contestants?.

This apart, contextual promos have been created for different sites and different consumers targeting their preference of videos. One such example is an ad that will play on a car website where Singh will say ?Stop searching for small cars, why don?t you ride on my car with me in my raw stars from 24 August onwards.?

All the contestants will have their own social media profile and twitter handles through which they will be tweeting and interacting with the fans and engaging with them throughout the season. Giving a sneak peek into the making of the episodes will be clippings hosted by Gauhar Khan called ?The G-Factor?. This will be exclusive to digital.

On the outdoor front, it will be experimenting with the concept of 3D in Delhi and Mumbai. Star  had previously dabbled in 3D content last year prior to the launch of Mahabharat.

Picking up on Singh?s popularity, the channel has bought ad slots on music channels to drive the youth from where there are found most. At the beginning of any of Singh?s song will be an ad asking viewers to tune into Raw Star to listen to more such songs. Madhok states that the aim was to do something that would be attention grabbing.

He also believes that in the recent past music reality shows have not done well and that was the starting point for the channel to say that if music is such a big need for youngsters then why isn?t something meaningful for them on TV.

Although Madhok was tight lipped when asked about the production cost, sources from the industry say that it could range from Rs 55 crore to Rs 65 crore.

Karbonn Smartphones has come on-board as the title sponsor of the show and Maruti Suzuki Swift as the co-powered by sponsor. According to industry estimates, Karbonn could have shelled around Rs 6 crore to Rs 8 crore, while Maruti Suzuki Swift may have spent 15 per cent less than that. 10 sec ad rates are being quoted as Rs 3.3lakh to Rs 5 lakh.

Moreover, more than 7,000-8,000 spots have been playing on Star Network to promote the show for which Rs 12 crore to Rs 15 crore is being invested on marketing it.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/zee.jpg?itok=cSVH9EqA
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Zee-TV.jpg?itok=lBZaLw5Q
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/old.jpg?itok=VayqOVWq
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/epic.jpg?itok=YUXKfF_T
EPIC CHANNEL CELEBRATES 4 YEARS OF GENRE DEFINING CONTENT

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/all.jpg?itok=Bl1B0RFF
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/vimal.jpg?itok=vZMIDq7y
Vimal Elaichi Pan Masala enters top 5 most advertised brands in BARC week 45

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 27 October-02 November 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals. The data demonstrates ads that were...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/zee.jpg?itok=A45zgrUK
Zee Anmol back on top of Hindi channels across genres

Zee Entertainment Enterprises Ltd's (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back to second rank in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 45 of 2018 (Saturday, 3 November 2018 to Friday, 9 November 2018, week under review...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/mnx.jpg?itok=kkSouPMq
MNX to premiere supernatural fright flick, ‘Wish Upon’

MNX, the preferred movie channel of the millennials, will premiere, American supernatural horror film, ‘Wish Upon’ for the first time on Indian television.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/15/hk.jpg?itok=_7gx18dv
Hill+Knowlton Strategies India wins communication mandate for Discovery India

After a competitive multi-agency pitch, Hill+Knowlton Strategies, one of India’s premier communications consultancies

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories