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NDTV's
Jai Jawan with Aamir Khan has definitely created some interest
in the media. So has Zee TV's Independence Day special film The
Hero (Its Thursday premiere has been specially shifted to Friday
to coincide with the I-Day). The rest, it seems, have not
evoked enough appeal.
The
indiantelevision.com team posed some questions to the representatives
and spokespeople of advertising/media agencies. We present few reactions
that indicate the kind of response that TV channel ad sales teams
have managed to get for their I-Day offerings.
 While
playing a devil's advocate, Optimum Media Solutions senior VP Amit
Ray says, "When everybody innovates it cannot be termed as
innovation. Yes, the Aamir Khan programme Jai Jawan is unique.
But most others are the same old ghisa pita 'innovation'.
Personally speaking, buying any special event is a waste of money
as there is no evidence that advertising during I-Day gets one either
more audience or greater recall or both."
WPP
Media's director Sanjoy Chakrabarty agrees, "Channels are primarily
offering movies that have been packaged differently. No one has
come out with tailor made programming concept (except NDTV)!"
According
to MindShare's Amol Dighe says, "We have not bought any special
offering for 15 August. Yes, channels like Zee are offering creative
programmes such as the screening of The Hero."
Most agencies opined that the programmes are uncreative and most
channels have just chosen the easy way out by telecasting movies.
Madison
Media's client services director Neelkamal Sharma says, "To
the best of my knowledge, most of the channels are showing special
movies on I-Day. These specials could either be big blockbuster
or movies revolving around freedom struggles and patriotism or armed
forces . Apart from this, there could be some greetings for the
day and may be, some cosmetic changes visually in some anchor-based
shows."
MediaCom's
media planning director Jyoti Bansal doesn't agree that the shows
are drab. But she says, "Well, channels have come out with
some interesting stuff but we haven't really bought anything in
special for my set of clients."
MediaCom
associate media director (buying) Gracy Fernandes however adds that
her clients are advertising in NDTV's Jai Jawan.
 According
to Starcom general manager (Investments and New Initiatives) Manish
Porwal, southern channels seem to have done a better job for the
I-Day special. "The nationalism plank seems be getting less
of a hearing from clients and accordingly from media owners. As
it is, the I-Day
branding and other such propositions haven't really been explored
by any channels except south and other regional channels. NDTV has
come up with the Aamir proposition and several general entertainment
and movie channels have looked at packaging movies in the month.
However, it has by and large been the print community which has
better explored the event and special advertising around it. No,
we haven't specifically and strategically bought around the I-Day."
Newly
joined Starcom media director Srikanth Raman also echoes the above
views and says that his team hasn't done anything specific for the
day.
Some
like Zenith Media India's media director SA Shetty however, vouch
for the channels. Shetty says some channels such as Sony Entertainment
Television have come up with innovative fare and should be applauded
for it.
 Part
of the Lowe group in India, Initiative Media's media director Anita
Kotwani says: "Jai Jawan on NDTV and the Zee TV movies
package have been bought for our brands for Independence Day."
Kotwani add, "Some of the interesting offerings from various
channels for 15 August include:
1) The Jai Jawan special on NDTV with Aamir and Barkha Dutt.
2) Spot Buy association package on Zee TV with five titles The
Hero/Gadar/Legend of Bhagat Singh/Krantiveer/ Tirangaa.
3) Raj TV has 'Independence Day Mega Movies' while Jaya TV has special
programming on that day with movies/interviews of film personalities
4) Zee MGM has a 11 am to 1 am fete of movies with titles like Birthday
Girl/Serendipity amongst others
4) CCC has an Independence Day special with three titles Vijeta,
Haqeeqat / Major Saab."
Also
read:
Channels
geared up to entertain viewers on I-Day weekend
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