Madison
Madison claims success with programme prediction tool
Media agency Madison’s Programme Predictor (MPP) claims to have accurately predicted ratings for nearly 70 per cent of new programme launches in the last two years.
The MPP is a Madison proprietary tool that predicts initial rating size (one to six weeks) of new shows that helps in making the critical ‘Go’ or ‘No Go’ decisions, using the simulation technique. MPP uses state of the art Genetic Algorithm (GA) to analyse and run the simulation.
Madison conducted studies to predict show ratings, which according to the agency, is a product of People Using Television (PUT) and Channel Share.
Increase in channel share post programme launch
Channel Programme Increase in channel share
Star Plus KBC 2111%
Star Plus KSBKBT 483%
Star Plus Kangan 127%
Zee TV Kohi Apna Sa 83%
Sony Kkusum 63%
Star Plus Kasauti Zindagi Kay 29%
Zee TV Choti Maa…. 0%
Star Plus Jee Mantriji -50%
While PUT is estimated as TVR values for all channels, channel share is the share of the market that the programme is able to garner. The study, says Madison, demonstrated that PUT base is fairly consistent for a target audience and a time slot, specially for smaller timeframes of 13 weeks, while channel shares tend to be more volatile. These, the study found, were affected by
* existing channel share
* loyalty of competing programmes
* audience flow.
The study noted that if the share of cable and other channels are higher, it is easier for new programme to garner higher share. Similarly, if programmes on competing channels have high loyalty scores, it is intuitive to understand that the new show will have lower initial rating, the study observed.
The agency selected the hugely popular Kyunkii Saas Bhi Kabhi Bahu Thi to understand MPP, as the predictor does not rely on a single equation but is entirely dependent on the competitive environment that exists in the slot. While the channel share prior to KSBKBT was highly fragmented, its competing programmes had relatively low loyalty scores. Analysis of audience flow indicated that 30 per cent of existing viewers switch off television and another 30 per cent move to other channels in a random manner.
The MPP, applied to KSBKBT, predicted a huge increase with the help of simulation. The MPP distribution output also indicated that the trend is towards a rising channel share, and that the actual performance of KSBKBT was not significantly different from the forecast.
MPP, however, says the agency, cannot be used accurately for shows launched with unprecedented hype like KBC and Sawaal Dus Crore Ka since it does not explicitly quantify the influence of programme promotion. Madison’s study also observed that MPP could not forecast ratings of live primetime telecast of India playing in cricket matches. It also found that while MPP was fairly accurate in forecasting events like Zee Cine awards, but was not very effective for ‘hyped up’ events like the Hrithik show on Sony. It also does not explicitly capture programme details like genre, storyline and production quality.
MUMBAI: Sam Balsara’s Madison Communications has announced its entry into the field of in-film advertising and marketing of films and music.
For the same, Madison has acquired a new firm operating called TeamWorks fp&e. The new company with an authorised share capital of Rs 10 million will operate under the name of Madison Teamworks FP&e (MATES).
TeamWorks FP&e, which was the brainchild of Darshana Goradia (ex-Sony TV) and Sooraj Bhalla (executive producer of the film Sharaarat), already has business in hand of over Rs 30 million and has 14 clients like LML, Frito Lays, Reebok, Castrol, etc.
TeamWorks FP&e is currently working on several films including AB Corp’s Virudh, Creative Eye’s Aabra-ka-Daabra, Entertainment One’s Waqt and various films from Ram Gopal Varma’s – The Factory.
Says Balsara, “We and our clients are constantly looking for new ways to reach the consumer in an impact full manner and with least cost. The high cost of conventional media accompanied by the growing clutter has made in-film advertising an exciting and viable opportunity. On the other hand producers who are also constantly under pressure of making more lavish productions and then finding ways and means of meeting such expenditure are now more open to commercial exploitation of their properties. In keeping with the Madison philosophy, we will offer a highly specialised expert service in this area in a completely transparent manner, which should be welcome by both clients and film producers.”
He further added, “Between Madison, Darshana and Sooraj, I believe we have what it takes to make a successful foray in this area: An understanding of brands and their requirements, client trust and confidence, creative abilities to weave brand stories into film plots, an understanding of producers’ concerns and beliefs, a knowledge of what is happening in the film market and finally selling skills. Over the last few months we have had several discussions with Darshana and Sooraj and I was extremely impressed with their entrepreneurial spirit and with what they had achieved in a short time with very little resources.”
TeamWorks FP&e has successfully managed to get Shahrukh Khan to wear Levis jeans with Reebok shoes and have a cup of coffee at Café Coffee Day or bite a pizza at Pizza Hut. All this happened in the film Main Hoon Naa, where the mentioned advertisers experienced the medium called cinema through the relevant in-film advertising.
Consider another example of their work, in a film called Kyun Ho Gaya Naa, where Vivek Oberoi is shown as a rally enthusiast and hence his introduction in the film is wearing an Overall with Lancer, Castrol, Ceat and Cafe Coffee Day logos. The extensive rally sequence saw Oberoi zooming ahead in an interestingly designed Mitsubishi Lancer Car, with a pit-stop where the Ceat Radials were changed and Castrol GTX Magnatec was poured into the winners car with close shots of the product pack and the logos.
MATES is planning on rendering its services in the area of film promotions and marketing as well. Says Goradia, who will head MATES as CEO, “I am sure that advertiser spends in this area are going to grow by leaps and bounds in the near future and our joint venture with Madison enables us to operate on a wider canvas and with adequate resources to get a good share of this market. Madison is like a dream come true, not only because of its enormous size and reputation but also because of its liberated entrepreneurial ideology. I have dealt with Madison Media when I was with Sony and know the organisation and have got to respect it for its objective and professional outlook with a focus on deliveries.”
Bhalla, who will be director – content, says, “I believe the new venture will turn under-utilised resources of content into profit for a large number of producers and they should welcome our move. Also, we will be now in capacity to inculcate a corporate and professional culture in the fraternity, which is much needed. On the whole, the marriage with Madison will facilitate entry into untapped areas and markets, quicker and at less cost.”
MATES will be the seventh specialised unit of Madison; other units being Creative, Media, Outdoor, Rural, PR and Retail.
