Con­tin­u­ing to Ex­cite Ad­ver­tis­ers

When it comes to ad­ver­tis­ing rev­enue, Bigg Boss is sec­ond to cricket.

The Brand Reporter - - DIGITAL - By Anir­ban Roy Choudhury anir­ban.choudhury@afaqs.com

Bigg Boss takes over the air­waves the mo­ment it hits the TV screen. Some might de­bate this, but there is no deny­ing that this is what the Hindi Speak­ing Mar­ket (HSM) loves to watch and where the ad­ver­tis­ers dish out plenty.

This is the time of the year when Vi­a­com18’s Hindi Gen­eral En­ter­tain­ment Chan­nel (HGEC) or­gan­ises a gath­er­ing to an­nounce the launch of a new sea­son of the En­de­mol Shine-pro­duced Bigg Boss. This year the launch event took place in a res­i­den­tial so­ci­ety in the sub­urbs of Mum­bai and res­i­dents peeped through their win­dows to catch a glance at Bol­ly­wood su­per­star Sal­man Khan. The setup shocked many who are ac­cus­tomed to the glam-sham of a Bigg Boss launch event, but it was ac­tu­ally a glimpse of this year’s theme – ‘Aa raha hai Bigg Boss gyara, pa­dosi ba­jayenge barah!’

Raj Nayak, chief op­er­at­ing of­fi­cer, Vi­a­com18, did not have any qualms in say­ing, “Bigg Boss is the most ex­pen­sive tele­vi­sion show pro­duced in In­dia,” And is the spon­sor­ship rev­enue Bigg Boss gen­er­ates the high­est in the in­dus­try too? “Yes, af­ter cricket it’s Bigg Boss. All our re­newals have seen an in­crease of 12-15 per­cent. The ad rates this year have been a lit­tle sub­dued, not what we would have ex­pected,” he fol­lows.

Bigg Boss has re­tained Appy Fizz as the ‘pre­sent­ing’ spon­sor and Oppo as the ‘pow­ered by’ spon­sor. CP Plus, which was as­so­ci­ated last sea­son, has re­de­fined its as­so­ci­a­tion this year and is now called ‘In­tel­li­gently se­cured by CP Plus’. “This demon­strates the power of Bigg Boss; we re­tain all our spon­sors and we re­tain our view­ers. Bigg Boss view­ers come back year af­ter year,” as­serts Nayak.

The tele­vi­sion uni­verse has ex­panded and ru­ral In­dia has sig­nif­i­cant rep­re­sen­ta­tion in the sam­pling size. Many said the in­clu­sion of com­mon­ers was to tar­get the ru­ral au­di­ence and get them into the show. Nayak de­nies any such plan­ning, he says, “Our ex­pan­sion (in­clu­sion of com­mon­ers) has noth­ing to do with the ex­pan­sion of BARC In­dia. Glob­ally, Bigg Boss is done with com­mon­ers; in In­dia we were do­ing it with celebri­ties. Celebrity costs were go­ing up, so last year we de­cided to in­clude com­mon­ers to bring the cost down. It worked so well for us that we de­cided to stick to it this year.”

Big Brother is done all over the world and En­de­mol, which owns the IPR of the show, ex­e­cutes the pro­duc­tion ev­ery­where. Where does the In­dian ver­sion stand com­pared to oth­ers? “The bud­gets are not com­pa­ra­ble; they talk dif­fer­ent math­e­mat­i­cal ar­range­ments. Hav­ing said so, the pro­duc­tion qual­ity will match a Big Brother US, UK or any­where else. Also, I would like to say that be­cause we do sep­a­rate shows for Kan­nada, Bangla, Tel­ugu, and Tamil mar­kets, In­dia is like the Euro­pean mar­ket for us. So when they say they have Big Brother UK or Span­ish or any other, we too can throw our num­bers,” says Deepak Dhar, man­ag­ing di­rec­tor and CEO, En­de­mol Shine In­dia.

What is the big dif­fer­ence? “Well In­dia is a sin­gle TV house­hold and it’s a gen­eral en­ter­tain­ment show over here. It needs to be a fam­ily ori­ented show and can­not be too risky; it can­not have sex­ual con­no­ta­tions; the controversies have to be lim­ited oth­er­wise it will alien­ate our au­di­ences,” as­serts Dhar.

“The TG of Bigg Boss is very sim­i­lar to the TG of Appy Fizz and that is the big­gest rea­son why Parle Agro de­cided to re-as­so­ciate with the show,” says Na­dia Chauhan, joint man­ag­ing di­rec­tor and chief mar­ket­ing of­fi­cer, Parle Agro. “Bigg Boss is a very deeply pen­e­trated show and our am­bi­tion with Fizz is to take the brand deeper and build a much larger con­sumer base,” she adds.

Parle Agro an­a­lysed var­i­ous pa­ram­e­ters be­fore as­so­ci­at­ing with the show and how Bigg Boss as a brand emerged through­out the sea­son was one of them. “We an­a­lysed if the show de­liv­ered on its com­mit­ments such as brand in­te­gra­tions, the over­all brand­ing that we are driv­ing through the show it­self and ob­vi­ously, the rat­ings,” in­forms Chauhan.

Oppo does re­search ev­ery year to iden­tify pop­u­lar shows that it would like to as­so­ciate with. Bigg Boss was No.1 on the list this year too which is why the China based smart­phone maker de­cided to re-as­so­ciate.

“What got Bigg Boss to the num­ber one po­si­tion on Oppo’s list…” Will Yang, brand di­rec­tor, Oppo mo­biles In­dia in­forms, “… is based on three as­pects – one, the third party (BARC) data - we ob­serve the rat­ings care­fully. Then comes the pro­duc­tion qual­ity of the show; and af­ter that we study the so­cial me­dia buzz - how much are the peo­ple talk­ing about the show. Bigg Boss tops all these pa­ram­e­ters and hence, it’s the num­ber one show.”

Vi­a­com18 re­cently pro­moted Raj Nayak as COO of the group, so is the new Vi­a­com18 COO less in­volved in Col­ors there days? “The an­swer is ‘yes’,” says Nayak, “It’s also be­cause over a pe­riod of time we have built a very strong cre­ative team, so the sce­nario is, I am the face while they do all the work.”

“Bigg Boss is a for­mat that de­liv­ers - I’m not too sure about bot­tom­lines, but it gives us good toplines. So long as it de­liv­ers, we’ll con­tinue to do it,” con­cludes Nayak. ■

“In­dia is a sin­gle TV house­hold and Bigg Boss is a gen­eral en­ter­tain­ment show here. It needs to be fam­ily ori­ented and can­not be too risky; the controversies have to be lim­ited.”

DEEPAK DHAR

(L-R) Deepak Dhar, Raj Nayak, Will Yang, Sal­man Khan, Na­dia Chauhan and Yo­gesh B Dutta at the launch of COL­ORS’ Bigg Boss 11

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