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Expectedly, the highest price tag is attached to Star Plus' top
three shows Kyunki Saas Bhi Kabhi Bahu Thi, Kasautii Zindagi
Kay and Kahaani Ghar Ghar Kii. The hike in this category
has been rationalised in the wake of Plus' lead soap Kyunki...
hitting an all-time ratings high recently with a 19.41 TVR in
HSM CS4+. With Kasautii... also showing great numbers and
Kahaani.. going great guns, Star India executive vice-president
ad sales Kevin Vaz is confident about the rates .
The 9 pm slots after undergoing a revamp now sees Kumkum, Bhabhi,
Khul ja sim sim as well as two new shows in the offing which
will make for the second category will witness a hike of about 35
per cent.
The third category based totally on performance has gone through
a makeover with Karishma Ka Kasishma and Hatim going
off-air and Hello Dollie, K Street Pali Hill, Kal Chakra, Shararat,
Saarthi and Kesar making for this category. This will
see a spike of about 50 per cent.
Although, there have been no new slab introductions, the "Shooting
Stars" slab (composed of repeat and afternoon shows) has been
made redundant and incorporated into other slabs.
The hike rationale
Speaking to Indiantelevision.com, Vaz elucidates,"The demand
for Star Plus has grown two-fold. A 30-40 per cent growth has been
seen from our first quarter (July, August, September). Our second
quarter has already been sold out."
Vaz also points out that with cricket tanking completely, more
and more advertisers have pulled out and are looking at Plus as
their sole reach option. Interestingly, current series sponsor TVS,
which has been an avid cricket loyalist, was last seen only on the
Asia Cup. Two-wheelers, which have been the biggest supporters of
cricket have all entered into exclusive deals with Plus. The brands
being TVS, LML Vespa, Yamaha, Honda, Bajaj.
Even the four-wheeler segment, which usually only saw the mass
four wheelers like the Marutis advertise on this mass entertainment
channel today sees the likes of Accent and Optra also coming on
board which costitute for the premium segment of the four wheeler
brands.
With the emergence of the retail sector, a lot of new categories
in this sector like insurance, financials and FMCG seem to have
come onto Plus. Another emerging trend of small city advertisers
have now become a core section on Plus' advertising dome.
Additionally, FMCG clients on Plus though they have not been doing
too well in the recent past vis-a-vis sales, have increased their
spends on the channel. Vaz points out, "This may be due to
the fact that they are consolidating and flirting with only two
or three channels. Gone are the days when clients sprinkled their
spends across all channels as the return on media investment has
become a very key objective with these companies."
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