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Post all this marketing push, channel didnt manage to increase average reach, TVRs, Time Spent over previous Fridays for the same time band
Further it will be more interesting to track the show performance as it might start decreasing post 2nd or 3rd episode.
And now comes the best part..after such magnificent show format and splendid marketing activities they have managed to rope in only one sponsor i.e. presenting sponsor LG Mobile. The deal will be not more than Rs. 50 lacs.
The current situation can be summarized as
An average performing show format
Extraordinary production and marketing cost
Below average performance on various viewership parameters
Below Below average revenues on the show.
Plotting this into a Cost-Benefit Analysis Matrix..the show falls into High Cost & Low Benefit Quadrant (Low on performance & Low on revenues)
During these times when competition in GEC space is getting tougher and tougher, when all channels are fighting for same advertising pie, Is it wise to experiment on different formats like Raju Hazir Ho, Oye its Friday? Or its better to invest in a Fiction or Mass reality show which can sustain over longer period of time and it has continuity that will bring in audiences episode after episode. Especially when key channel driver RAMAYANA is nearing end, flirting with such formats will cost a lot to the channel.
Oye Its Friday - Fails to rock Tv audience
Oye, its Friday - A Recipe for Disaster- Complete Flop
Lets look at some historical data –
A format that comes nearest to Oye, its Friday will be Koffee with Karan on Star One.
In spite of having Karan Johar as a host (more popular than Farhan Akhtar) and all big Bollywood celebrity guests on the show it never crossed a TVR of 1.
The platform was Star One which is as good as NDTV Imagine or even better.
And in recent past, Colors also tried doing similar format show called Sajid Ke Superstars which didn’t add much to channel GRPs.
After ignoring all the previous facts & evaluation, programming team still went ahead with talk show format with Farhan Akhtar & just to give some new twist to it they added other elements to the show like foreign performers, music performances & dances. Endemol is the production house for the show and knowing the track record they would have charged minimum Rs. 25 lacs per episode. By that logic even if they produce 12 episodes it will cost Rs. 3 crores.
Once show went into production next comes marketing activities. The focus was clearly on Top 2 Metros (and they didn’t have any option also as Farhan has only Metro appeal) as majority of activities were carried on in Mumbai and Delhi. Following are few details on their marketing activities
Print (TOI – Front Flap) – Mum+Del - Rs. 57 lacs
Radio (Mum+Del+Kol) - Rs. 20 lacs
Outdoor (Mum+Del) - Rs. 75 lacs
Activation at Cafe Coffe Day
Outlets (Mum+Del) -Rs. 18 lacs
TV activity on other channels -Rs. 55 Lacs
Internet Activity -Rs. 5 Lacs
Total Marketing Spends are Rs. 2.3 crores (minimum)
This is on the conservative side. Marketing spends can be more also.
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