By Synjini Nandi
Since its inception, IPL has always been a key viewership and revenue driver for Sony Set Max. Though 2013 saw a decrease in viewership, Set Max still managed to garner GRPs higher than most other Hindi general entertainment channels (GEC).
According to Neeraj Vyas, Business Head, Set Max, there have been significant changes such as digital addressable system (DAS) phase 1 and 2, analogue switch-offs, the entry of Less Than Class 1 (LC1) markets, etc, which reflected in the channel’s GRPs. Although the ratings might have suffered a little this year, the IPL property remained intact in terms of revenues and monetization, thanks to new sponsors and marginal ad hikes during certain parts of the series.
Now, post the conclusion of one of the biggest properties on television, Set Max is all set to bring back its original programming content, with the help of a strategic content and marketing plan.
Movie aquisitions
According to Vyas, the channel has a plan that’s more exciting than IPL, which includes telecasting newer movies, strategically promoted in the last 10 days of IPL. Max launched promos of Jab Tak Hai Jaan, along with a lineup of movies released early this year like Talaash, Shoutout At Wadala, Raaz 3, Ashiqui 2, Yeh Jawani Hai Deewani, Krrish 3 (yet to be released), and many more. The channel will be showcasing a mix of both big ticket and other smaller movies. “The current demand-supply situation has led to prices going through the roof,” says Vyas. “Hence, it is important to buy what is available at the right price, and market and package it attractively for target audiences.”
Crucial time for marketing
With respect to the marketing and promotional campaigns, Vyas said that going forward, it will be a critical year. “With LC1 becoming a reality and DAS, it is important for marketers to take a closer look at their audiences and understand their lifestyle and viewing patterns, in order to get a deeper insight into their psyche.”
Also today, with LC1 and the entry of smaller markets, research has become very important. That is why the channel intends to use the results of their research to plan and roll out customized activities suitable for respective markets. “Based on all our learnings, we will arrive at a smart campaign idea, with the intent to have an emotional connect with our target audience. Marketing will also be focused and intelligent,”adds Vyas.
With the expansion of digital and social media, the channel will initiate activities on Facebook, Twitter, etc as well. Max currently has more than 11.45 lakh fans on Facebook. Recently the channel premiered Jab Tak Hai Jaan, for which Sony Max used Twitter to engage with their audience to create a first of its kind live interactive movie premiere as part of their digital campaign. Sony Max’s Twitter fans grew from 78,300 users to 79,800 users in a matter of hours.
Monetisation and ad revenues
According to Vyas, the acquisition of movies is not just for a particular channel, but for the entire network. Most of the big ticket movies are premiered on Sony Entertainment Television, since the trading levels of the channel are far higher than Max, given the fact that it is a Hindi GEC delivering more GRPs, more time spent and wider reach. The second run takes place on Max. The recovery of money depends on the longevity of the movie, number of times the channel runs it, the footfalls and the ratings that the property attracts.
Implication of 10+2 ad cap
With TRAI enforcing the 10+2 ad cap there has been a lot of market speculation. Elaborating on the same, Vyas says, “I think the point of view would differ from genre to genre and from channel to channel, especially since the economics of the genres are very different. But at the same time, advertising levels are high as they are and one understands that.” Also according to Vyas, the regulation could have happened when digitisation would have settled in better, and the channels would have the right price for the business, in terms of getting more subscription-based revenues.
Feedback: synjini.nandi@exchange4media.com
