GECs
Not viable to continue Covid2019 discounts with new episodes: Viacom18’s Mahesh Shetty
MUMBAI: Covid2019 had a devastating impact on GECs with close to no advertisement revenue for almost three months. Now, television shooting has finally resumed and TV channels have begun to telecast fresh episodes of the shows.
According to Viacom18 network sales head Mahesh Shetty, in the month of April and May, advertising was severely impacted due to the lockdown. However, with considerable relaxations from June, retail markets opening up and supply chains for brands stabilising, advertising spends have moved up. He points out that more brands are now willing to advertise and even spend more. Shetty also thinks that though new advertisers are queuing up, most of them are still FMCG brands. However, there has been a jump as compared to lockdown levels.
Shetty explains that the channel is actively working with brands to go beyond the regular free commercial time (FCT) ad spends. “Thanks to the strong ‘impact properties’ portfolio that we have, we are giving customised sponsorship and integration packages to advertisers. In addition to this, we are also working closely with some of the brands on their specific briefs and exploring options on content solutions for our fiction shows,” he adds.
He highlights that post easing of the lockdown across the country, overall advertiser interest has gone up in July as compared to the previous month. New advertisers have come onboard across categories. Maruti has been the channel's long term partner for Khatron Ke Khiladi and according to Shetty their spending has increased post resumption of the fresh episodes.
Shetty also mentions that all broadcasters had given special pricing with discounts to advertisers in the April-June period in the absence of original programming. However, with fresh episodes starting this month, it is not viable for any broadcaster to continue with the Covid2019 discounting. “There has been a drop in discounting in July and we are steadily moving close to pre-Covid2019 level pricing,” he shares.
In terms of inventory fill, growth rate has been at 45-60 per cent level in comparison to April. Advertisers are hopeful to catch up to last year’s level by August.
DAN India Amplifi group trading director Sujata Dwibedy says, “During the lockdown very few advertisers were active. We are seeing slight momentum since May-June. Hopefully, the festivals would turn it around. As soon as there will be normalcy and the pandemic will contain, we may see more brands coming back. The time slot that would deliver better be more cost efficient and would definitely be preferred.”
Dwibedy believes original shows will definitely change the previous quarter’s pattern to the classic viewing behaviour.
Even though audience sentiments are still low, the rates might go up slightly due to original content. But it will still take some time for broadcasters to get back to the original January-February levels as the lockdown is still on and many advertisers are not yet willing to advertise.
So the new episodes have quite a lot of catching up to do.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
