TV channel marketers and programmers it was a challenging
year. How to get their programmes noticed above the din
of everyone else's marketing noise.
For the Star Network, the challenge was getting the buzz
back for KBC 2, after a hiatus of four years. Says
Star India senior vice president marketing and communication
Ajay Vidyasagar: "KBC 2 was launched with one
of the biggest marketing budgets ever in the history. The
show had a five phased launch - all of which happened before
the 5 August launch date."
It worked well as the SMS and phoneins and ratings of the
for Star Plus' gamut of activities around 'KBC
Baliye on Star One was also a case in point. Hoardings
with the participating star couples were splashed across
the country during the entire run of the show. On the other
hand, the contestants of The Great Indian Laughter Challenge
-- yesterday's 'pehchan kauns' -- have gone on to become
icons of sorts today by their sheer entertaining power (not
to mention the power of the network).
TV's new show Saath Phere was launched as also a
big ticket game show Kam Ya Zyaada. "The marketing
campaigns of Saath Phere and Kam Ya Zyaada will
top the chart when speaking about Zee TV's significant efforts,"
states Zee TV marketing head Tarun Mehra.
to know Star World's 'Lost' marketing activity
Ya Zyaada was promoted aggressively through its network
channels. The channel shot the show promos using its soap
stars including the Hum Paanch starcast. As the gameshow
launch coincided with Zee Sports clinching the cricket rights,
the promos found pride of place on the sports channel. Apart
from using the tried and tested methods of radio, print
and outdoors, the channel conducted a lot of ground activities
to promote the show in the pre-launch phase.
has also been using city wise ground activities as reach-building
programmes for Sa Re Ga Ma Pa Challenge. "We
have been holding ground activities in association with
various popular local events such as Delhi's Youth Nexus.
These gave a real feeling of reality because the public
could watch the performances of the contestants live,"
One branded local trains in Mumbai with 'Woh Rehne
Waali Mehlon Ki'
One launched one of its big properties - Woh Rehne Waali
Mehlon Ki - from the Rajashri stable in 2005. The channel
went the whole hog to attract as many viewers as possible
with unique initiatives. Special contests were conducted
for Sahara Airlines passengers. Promotional activities were
also held at super marts and multiplexes at the ground level.
to know 'MTV Roadies' marketing activity
and special events channel Max was also not far behind.
To promote the Salman Khan starrer Lucky - No Time For
Love, Max weaved a contest around it, which was promoted
via print, radio and Internet across Mumbai, Kolkata and
Ahmedabad. Apart from this an extensive van campaign across
30 cites and towns was also undertaken in order to have
a direct connect to the consumer. "The response for
the contest was overwhelming with close to 850,000 entries.
This has been the highest response for any movie-based contest
on Max or any other channel in the genre," says Max
business head Albert Almeida. Although, the real thing is
yet to come as the ICC World Cup 2007 creeps closer!
for Vh1's big ticket marketing
Movies built curiosity and contests around its miniseries
Lost. A five day intensive contest on radio with
original Lost merchandise as the big prize was carried
out. Apart from that, major multiplexes in Mumbai and Bangalore
carried Lost promotional branding and launch promos
before the start of theatrical releases. Meanwhile, arch
rival HBO did some direct marketing activity. It organised
parties in the Metros to celebrate its fifth anniversary.
It also did a series of online contests, which were possible
due to its studio tie ups. One prize consisted of a trip
to New Zealand, while another saw a fan travel to Hong Kong
for the premiere of Harry Potter And the Goblet of Fire.
to know how kids' channels'
marketing grew up
Sports organised football screenings in pubs in Mumbai,
Delhi and Bangalore. Push was also given in Goa in a huge
way. Mobile vans visited youth hangouts like nightclubs,
malls and cineplexes with an aim to spread the message about
the Federation Cup and get people to come to the stadiums.
Star Sports (ESS), on the other hand, also did marketing
around its Premier Hockey League (PHL). When PHL kicked
off earlier this year it had launched a PHL anthem 'Ek naya
junoon!, which was sung by Sonu Nigam with Sandesh Shandilya
as the music director.
for Times' lifestyle channel's
India chief financial officer Vijay Rajput claims that more
than 19.8 million individuals sampled PHL in its inaugural
year. The ad campaign aimed at bringing the regional affiliations
to the fore by making people take pride in their socio-cultural
roots. The campaign, ESS says, looks to reflect the core
value of the respective community/region to make the league
more involving for the audience. This will result in a bigger
audience size and more intense inter-team rivalries.
rivalries are only going to get more intense in the coming
12 months as channels try to get their programmes one up
on each other. Marketing is going to get into an even higher
inputs by Ashwin Pinto, Bijoy AK and Manisha Bhattacharjee.
here for Yearender 2005 Archives