| indiantelevision.com's Media, Advertising &
Marketing Watch |
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| Raj lures housewives with baubles |
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The Indiantelevision.com
Team
(10 July 2003 1:00 pm) |
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| MUMBAI: If diamonds are a girl's best
friend, Raj TV is exploiting this friendship to the hilt, with some
good results. |
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A recent contest in association with De
Beers not only yielded a substantial rise in viewership among women,
it also elicited a thumping response to the contest that required
viewers to watch two prime time shows. According to Raj Television
Network national sales head B Shankar, the Diamond Nakshatra contest
held for the first time on a satellite channel in Tamil Nadu targeted
two properties - the daily Geetanjali at 8 pm and the Friday
blockbuster slot, Velli Minnalgal.
The campaign ran for 36 days and was supported by advertisements in
the Hindu and the Daily Thanthi with creatives created
by JWT. De Beers had earlier partnered with the channel for its Dhanteras
initiative, which had the broadcaster telecasting vignettes on the
importance of the Diwali festival and the significance of buying jewelry
on the auspicious day.
In 4 May this year, the channel had also telecast vignettes showcasing
celebrities speaking on the significance of Akshayy Tritiya and the
importance of buying gold on that day. The event was done in collaboration
with the World Gold Council and had major gold merchants from Chennai
and other cities participating. The teaser promos were put on the
channel from 20 April itself and the channel too sported a gold coloured
theme during the period, says Shankar.
The initiatives have paid off in terms of increased viewership among
women in a regional television scenario that's dominated by Sun TV
and KTV. The idea of luring women viewers with gold and diamonds is
reaping good dividends particularly as spending power in the South
is going up and women are emerging as major decision makers within
the family in the last couple of years, says Shankar. |
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