&TV locks in advertisers ahead of launch

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MUMBAI: Three days away from its launch, &TV, the upcoming Hindi general entertainment channel from Zee Entertainment Enterprises Ltd (ZEEL), has already locked in presenting sponsors for five of its shows.

The ongoing marketing and promotional blitz, coupled with the array of programmes including a historical, a game show featuring Shah Rukh Khan, a daily soap, a social issue-based show and more, has sent the ad sales team into overdrive. For pre-selling, the focus has been on selling the shows.

The advertising time is being sold to sponsors only. “We also focused on getting advertisers for each of our shows rather than having a channel partner.

Hence, we are not going ahead and doing any CPRP or cost-per-TVT deal. Rather, we are focusing on the mainline sponsors and filling up the advertising time with the sponsors only,” ZEEL chief sales officer Ashish Sehgal told TelevisionPost.com.

Most of the deals are for eight weeks, after which new deals will be signed based on the performance of the shows. Additionally, as the channel is selling only to sponsors, it has signed 1+2 repeats. “So whoever buys a primetime slot automatically gets a repeat in the afternoon.

This is how the inventory is getting filled,” Sehgal explained. According to Sehgal, it is a ‘cricket kind of strategy’ that has helped the channel to get presenting as well as powered-by sponsors for the shows.

With each show having been given heavy promotion, it helped to elicit a good response. “At the end of the day, advertisers also work on faith,” Sehgal explained. &TV has got title sponsors for the majority of the shows, including ‘Razia Sultan’, ‘Bhagyalakshmi’, Gangaa’, ‘India Poochhega: Sabse Shaana Kaun’, and ‘Begusarai’. Sehgal informed that shows like ‘Razia Sultan’, ‘Bhagyalakshmi’, and ‘Begusarai’ have been sold out.

The SRK-hosted game show is completely sold out and the channel is in the process of signing on sponsors for the weekend and the remaining shows. “Now that we don’t have much left, advertisers are also buying whatever is there,” he added.

Read more at:

http://www.televisionpost.com/television/tv-locks-in-advertisers-ahead-of-launch/
 
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