Posted:
Corporates Houses bullish about Jassi
TIMES NEWS NETWORK
SUNDAY, JANUARY 30, 2005
NEW DELHI: The makeover of Jassi from ugly duckling to
swan, slated to happen over the next few weeks, will have
more than just TV viewers hooked — the corporate sector is
equally bullish. Sony Entertainment TV's (SET) popular serial,
Jassi Jaisi Koi Nahin, has led to a whole lot of firms queuing up
for in-serial placements, with Jassi set to trade her thick
glasses, ill-fitting clothes, braces and fringe, for a glamorous
look.
According to SET officials, popular brands ranging from
cosmetics, hair-care, eye-care and departmental stores, have
pitched for in-serial placements to coincide with Jassi's
transformation. Said Tarun Katial, executive V-P, programming,
SET: "We are in talks with various other brands, though we
cannot name them at this stage. The show has some inherent
opportunities for brand placement."
Jassi Jaisi is among SET's top three TRP (television rating
points) grossers, the other two being Indian Idol and Kkusum.
And SET has cashed in on off-air marketing opportunities to the
hilt. In fact, media planners say Jassi Jaisi... has created a
benchmark by integrating so many product placements within
the story plot.
Prominent brands that have already done placements within
script include Maruti Zen, Mercedes, LOreal, Asmi diamond
jewellery, Samsung phones, Singapore Tourism, and even hit
Bollywood film Hum Tum.
In-programme placement, though at a nascent stage in India, is
a win-win situation for broadcasters and corporates. If the
brands are integrated well with the script, they become
synergistic with the show and enjoy good recall among
viewers.
For broadcasters, it means additional revenue. It depends on
how well they can leverage the popularity of their shows. SET,
for example, has capitalised on the fact that Jassi's workplace
is a fashion house, said a Mumbai-based media planner.
Media tracking outfit TAM has even done research on
measureability of returns on investment on product placements.
However, unlike the West where in-serial placement runs into
crores, in India, there are no benchmarks of fixed charges yet. If
the show isn't too popular, cash deals could even begin with
one-time payments of Rs 1 lakh. There are no norms yet. TV
channels are compensated either through cash transactions or
barter deals, said Atul Phadnis, V-P, TAM Media.
However, media planners say it's a matter of time before
benchmarks are set.
Increasing clutter on TV, declining viewership during ad
breaks, and escalating media costs are leading advertisers to
explore alternate options to popularise their brands, they said.
Examples of other in-programme placements on TV include
Cadbury on Star Plus' Khichdi show and Debeers diamonds in
KumKum.
TIMES NEWS NETWORK
SUNDAY, JANUARY 30, 2005
NEW DELHI: The makeover of Jassi from ugly duckling to
swan, slated to happen over the next few weeks, will have
more than just TV viewers hooked — the corporate sector is
equally bullish. Sony Entertainment TV's (SET) popular serial,
Jassi Jaisi Koi Nahin, has led to a whole lot of firms queuing up
for in-serial placements, with Jassi set to trade her thick
glasses, ill-fitting clothes, braces and fringe, for a glamorous
look.
According to SET officials, popular brands ranging from
cosmetics, hair-care, eye-care and departmental stores, have
pitched for in-serial placements to coincide with Jassi's
transformation. Said Tarun Katial, executive V-P, programming,
SET: "We are in talks with various other brands, though we
cannot name them at this stage. The show has some inherent
opportunities for brand placement."
Jassi Jaisi is among SET's top three TRP (television rating
points) grossers, the other two being Indian Idol and Kkusum.
And SET has cashed in on off-air marketing opportunities to the
hilt. In fact, media planners say Jassi Jaisi... has created a
benchmark by integrating so many product placements within
the story plot.
Prominent brands that have already done placements within
script include Maruti Zen, Mercedes, LOreal, Asmi diamond
jewellery, Samsung phones, Singapore Tourism, and even hit
Bollywood film Hum Tum.
In-programme placement, though at a nascent stage in India, is
a win-win situation for broadcasters and corporates. If the
brands are integrated well with the script, they become
synergistic with the show and enjoy good recall among
viewers.
For broadcasters, it means additional revenue. It depends on
how well they can leverage the popularity of their shows. SET,
for example, has capitalised on the fact that Jassi's workplace
is a fashion house, said a Mumbai-based media planner.
Media tracking outfit TAM has even done research on
measureability of returns on investment on product placements.
However, unlike the West where in-serial placement runs into
crores, in India, there are no benchmarks of fixed charges yet. If
the show isn't too popular, cash deals could even begin with
one-time payments of Rs 1 lakh. There are no norms yet. TV
channels are compensated either through cash transactions or
barter deals, said Atul Phadnis, V-P, TAM Media.
However, media planners say it's a matter of time before
benchmarks are set.
Increasing clutter on TV, declining viewership during ad
breaks, and escalating media costs are leading advertisers to
explore alternate options to popularise their brands, they said.
Examples of other in-programme placements on TV include
Cadbury on Star Plus' Khichdi show and Debeers diamonds in
KumKum.
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