Television

Bhojpuri market is a priority for all FMCG brands: Enterr10's Joy Chakraborthy

Bhojpuri Cinema has leading FMCG brands like HUL, P&G and Dabur on board

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/19/Joy-Chakraborthy.jpg?itok=m4qC4kJQ

MUMBAI: Bhojpuri content has been giving a tough time to its Hindi counterparts if one goes by weekly Broadcast Audience Research Council of India (BARC) data. In week 45, as in several others, the channel was leading with 63910 weekly impressions (000s). Apart from grabbing the viewership, the FTA channel is also in the top priority list of the advertisers who are targeting the Hindi-speaking belt.

In an interaction with Indiantelevision.com, Enterr10 CEO Joy Chakraborthy informed that 70 per cent of advertising on television is from FMCG brands. When the entire industry was down, television or GECs didn't suffer much due to the FMCG sector. "Bhojpuri market has been a revelation in the last few years as it has a huge population base and it covers Bihar, Jharkhand, UP and Uttrakhand which is primarily the Hindi belt. The market is a single regional market that is a priority for all FMCG brands," said Chakraborthy.

He further said, "This is a priority market for FMCGs and Bhojpuri Cinema is a leader channel in that market. We have most of the FMCG brands on board, HUL, P&G, Dabur, etc, to name a few. We may have said no to certain brands in case they don’t fit in our rate bracket." However, the sector is largely dependent on national advertisers as the regional one are unable to fit into the channel’s advertising bracket.

Chakraborthy states that advertisers can avoid the network if they are targeting Mumbai and Delhi but they can't if they are targeting Hindi belt. “We are three to four times ahead of anybody. We are on very high demands in categories which are focusing on Hindi belt," he said.

Even though Bhojpuri Cinema has been present since 2015, Chakraborthy says that the space is getting competitive only now. “That gives us a larger incentive to strive, think differently and maintain our number one status. This channel is definitely advertisers delight,” he said. The channel has also changed its strategy and is now taking business based on ER (engagement rates) only. “We are seeing good growth on our ERs and this is reflected in the market and people have started accepting us. We started selling proper time-band. Earlier, we were only selling primetime but now we started selling non-primetime. We also started selling fixed programme rates," he said.

The channel has 350+ movies in its library along with the recently launched World Television Premiere slot, which airs fresh content on the channel every Saturday.

"The reach of Bhojpuri Cinema is unparallel in the market and that is across urban and rural. We have the biggest library and are the first destination for film sellers as everyone wants their films to be aired on the no. 1 channel. This is what also gets us the advertising premium. The channel believes in ROI and provides content that is advertising-friendly. The aim to maintain and grow the leadership position is a clear objective. We have a hold on distribution as well as right content procurement to help reach this goal and remain the most sought-after Bhojpuri channel for advertisers," he stated.

The content aired on the channel largely consists of Bhojpuri films and high-impact Bhojpuri award shows/events. "There is no match with the movie content that we have and that is the reason why when you see the adex, maximum no of brands are onboard.  The strength of the channel is its unparallel film content that delivers steady ratings. In addition to that, the high-impact, star-studded award shows and events give a huge spike," he opined.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/kbc.jpg?itok=B0hEp6Qg
Ten brands partner with season 12 of Kaun Banega Crorepati

MUMBAI: Celebrating two decades of unparalleled success and popularity, Kaun Banega Crorepati not only emerged as a game-changer for the Indian television industry but also instilled a larger focus on the power of knowledge being a great leveler. In its twelfth season, the show makes a comeback...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/and.jpg?itok=qXrA49E_
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/chrome.jpg?itok=KRUQzWyk
Chrome DM week 37: English Movie emerges as top gainer

MUMBAI: After seeing a marginal growth in week 36, various genres in the broadcasting segment have witnessed noticeable growth in week 37. English movie genre has become the top gainer in week 37, 2020 of Chrome Data Analytics and Media data. The genre has grown by 2.57 per cent. Among English...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/flix.jpg?itok=0BDI_ifP
Pad Up For An Innings Of Unrivalled Thrills As &flix Presents Flix Movie League

The much-awaited moment has arrived as one of the biggest sporting leagues finally takes centre stage. But that’s not all! As you welcome back your beloved cricketers on field, it’s also time to root for your favourite heroes on screen with Flix Movie League on &flix. The stage is set for the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/enter10.jpg?itok=9Fh2HwLF
Enterr10 Television strengthens its Bhojpuri play with Enterr10 Rangeela

MUMBAI: In a bid to expand its presence across India and strengthen its foothold in existing markets, leading broadcaster Enterr10 Television announces the launch Enterr10 Rangeela, its second offering in the Bhojpuri region. Enterr10 Rangeela is a Bhojpuri language General Entertainment Channel....

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/neeraj.jpg?itok=JDedoLCo
Now you see him…now you don’t - the Invisible Hero,

MUMBAI: Sony SAB is all set to enthral the audience with the launch of its brand new offering 'Hero - Gayab Mode On'. The show slated for release in November is one of its kind and the first-ever show on Indian television that brings the best of science fiction and mythology together, where the...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/carvaan.jpg?itok=PBc7SS5g
Saregama launches Carvaan Malayalam

MUMBAI: After weaving in a nostalgic music experience for its Hindi, Tamil, Punjabi, Bengali and Marathi music lovers, Saregama launches Carvaan Malayalam with pre-loaded 5000 evergreen songs classified into artistes, devotional and carnatic.

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/emmys.jpg?itok=B0U8_0hd
RuPaul wins best reality host for fifth year in a row

RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/pp.jpg?itok=x2CtUb65
Pradeep Dwivedi gives further insights into Eros-STX flagoff

The pragmatic and cheerful boss of Eros International’s (Eros STX Global corporation) Indian operation had come on board at a very crucial time. Within a few months after his joining in January 2020, the big merger of Eros International and US-based STX Entertainment was announced.

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories

* indicates required