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Breaking FIRST :  Colors launches Big Boss 9; ropes in Snapdeal,OPPO,Maruti and Garnier as key sponsors
Tuesday 29-September-2015, 12:24,
Colors launches Big Boss 9; ropes in Snapdeal,OPPO,Maruti and Garnier as key sponsors
Colors has launched its most-
awaited reality show, Bigg Boss
season 9. The channel has roped in
the presenting sponsor from last
year Snapdeal and powered by
sponsor OPPO Mobiles. Other
sponsors include Maruti Swift,
Garnier and CP Plus
Colors has launched its most-
awaited reality show, Bigg Boss
season 9. The channel has already
managed to once again rope in the
presenting sponsor from last year
Snapdeal and powered by sponsor
OPPO Mobiles. The other brands
include Maruti Swift, Garnier Men
Powerlight, CP Plus CCTV Cameras
and a few other brands are
expected to join in with deals in
the final stages.
I. Srinivas Murthy, SVP Marketing
Snapdeal, said, “Big Boss is only
getting bigger and better with
every season. We joined hands
with television’s most popular
show last year and engaged with
our audiences on a daily basis
through innovative in programme
integration. We are very excited
to partner with Big Boss Nau and
look forward to great response
from the viewers this season
too.”
Mike Wang, CEO, OPPO Mobiles
India said, “We are pleased to
renew our association with the
immensely popular show Bigg Boss
this season. We firmly believe
that this partnership with Bigg
Boss will help establish our reach
across India giving us an
opportunity to connect with a
wider audience. There is no
platform better that
entertainment in India and we
wish the show a huge success.”
Raj Nayak, CEO, Colors said, “The
brand Bigg Boss today has
transcended the television screens
and has become a phenomenon
engaging kids and families to
artists and musicians, sports-
stars, movie stars, fashion
designers, social media mavens and
even the Nation drivers. This is
the show where stars are made.
With a volley of inimitable
personalities even this year, Bigg
Boss Nau is going to enhance
family viewing with the promise of
double entertainment. We once
again welcome Snapdeal and OPPO
on-board as sponsors for the
second season in a row along with
Maruti Swift. And of course,
megastar Salman Khan who has
become synonymous with Bigg Boss
as the host for the sixth season.”
Bigg Boss 9 marketing will be
across traditional and digital
mediums with activities on social
media platforms during different
phases of the show. In the pre-
launch phase, Colors has planned a
special townhall with Bigg Boss
ex-contestants shedding light on
what one can expect during their
journey on the show. This will be
coupled with a specially created
Facebook app which reveals ‘Who’s
your double trouble partner?’ With
Twitter and Facebook prompts,
Vine Videos, Twitter Mirror and
Periscope updates as the
contestants step inside the Bigg
Boss house. This will be sustained
even post launch with a digital
initiatives including polling cards,
cartoons and real-time updates on
Whatsapp Groups and Snapchat.
Throughout the course of the
season, a live feed, sneak peeks,
behind-the-scenes content and
uncensored updates will keep
viewers engaged. On the
marketing front, the channel has
planned an integrated 360-degree
campaign utilizing different
mediums such as print, channels,
and OOH among others.
Commenting on the scale of the
show, Deepak Dhar, CEO and
Managing Director – Endemol India
said, “The concept of our show
‘Bigg Boss’ has always kept the
audiences intrigued. The theme of
‘Double Trouble’ promises to offer
double the fun and entertainment
with various twists and surprises.
This year too fans of this biggest
reality show format will be
hooked to the TV, as this season
the contestants will be put in
unanticipated situations that will
make an interesting watch for the
viewers. The production value of
the show will be more enormous
and the expertise of the team
working on the show will leave no
stone unturned to offer unlimited
doze of entertainment."
The theme this year is ‘Double
Trouble’ will begin from October
11, 2015 at 9:00 PM (on
weekends) with subsequent
episodes airing weekdays at the
10:30 PM slot.
http://www.exchange4media.mobi/story.aspx?news_id=61832
ANIL G
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[-]
Tuesday 29-September-2015, 12:25,
RE: Colors launches Big Boss 9; ropes in Snapdeal,OPPO,Maruti and Garnier as key sponsors
MUMBAI: Hindi GEC Colors is all geared
up to launch the ninth season of its
most expensive reality show ‘Bigg
Boss Double Trouble’ on 11 October.
Having already lined up the sponsors
and filling up its inventory, the
channel is eyeing break-even for the
show for the second consecutive year.
Last year, the show in its eighth and
seventh seasons on Colors broke even
for the first time. The show had cost
Colors Rs 120 crore (Rs 1.2 billion),
and this time around a further cost
escalation of 10–15 per cent is
expected.
Colors CEO Raj Nayak told
TelevisionPost.com, “We broke even
last year and we are hoping to make a
profit this year even though it’s one
of the most expensive shows. Last
year was the first time we broke
even.”
For the second year, the channel has
brought on board e-commerce brand
Snapdeal as the presenting sponsor.
Snapdeal, which had paid Rs 35 crore
(Rs 350 million) as title sponsor last
season, is believed to have paid around
Rs 40 crore (Rs 400 million) this time
around.
Meanwhile, the channel has also
renewed its association with other
brands. Oppo Mobile is back as the
‘powered-by’ sponsor, Maruti Swift
as the ‘driven-by’ sponsor. Other
sponsors on board include Garnier Men
Powerlight and CP Plus CCTV
Cameras.
35 per cent of the show inventory is
already full, and as the show ropes in
more sponsors close to the launch,
consumption is expected to go up to
60–65 per cent. The remaining
inventory will be available for the
spot buyers.
Nayak said, “For the spot buyers, we
are looking at rates in the range of
Rs 3.5–4.5 lakh for 10 seconds.”
This season, the channel has slotted
the show at 10:30 pm from Monday to
Friday. On weekends, it will continue
to air at 9 pm. This is because of the
channel’s high-performance
primetime shows.
All of Colors’ shows between 8 and 10
pm are consistent performers. Thus,
the next available slot for the
channel was 10:30 pm.
With BARC set to release rural data
anytime soon, the question arises as
to how the change will affect the
ratings of the show considering rural
India sleeps early. Until now, ‘Bigg
Boss’ in its primetime slot of 9 pm
during weekdays has enjoyed high
viewership.
But Nayak mentioned, “To a large
extent, the audience that watches
‘Bigg Boss’ is young and urban. I
believe if the content is good, people
will watch it. If the content is
engaging, ‘Bigg Boss’ will do well in
rural India because rural folks
haven’t got this sort of content and
Salman Khan. I am taking it as a plus.
When other channels think they will
sleep, we think they will be awake.
There is no harm in trying.”
Endemol India MD and CEO Deepak Dhar
added, “It’s going to be different. We
can do a bit more at 9, but at the
same time we want to be in the family
space. I think it’s an opportunity
because I don’t see a big show at
10:30, while at 9 pm, we were up
against the biggest soaps in the
country.”
Premiering on 11 October, the show
will see Khan return as the host for
the sixth season in a row.
Colors programming head Manisha
Sharma stated, “The return of ‘Bigg
Boss’ each year marks the return of
the ‘family viewing nights’ for the
viewers. ‘Bigg Boss Nau’ is going to be
double the fun and double the trouble
with Khan in the middle. The addition
of the show at 10:30 pm along with
our other thriving primetime
properties will only bolster the
viewership further on Colors.”
Last year, Colors also experimented
with the format by introducing a small
segment called ‘Halla Bol’ with Farah
Khan as host.
“We did ‘Halla Bol’ last year because
we were honestly not ready with our
9 pm show and the season was doing
very well. This time, if the season
does very well, there is no reason why
we may not think of it. But four
months is too long even though it’s
rated very well, but more than the
viewers, it takes a toll on the
production team. So we think 100 days
is just perfect,” Nayak revealed.
Although the show footage will be
available only on Colors this time as
well, the channel is looking at
innovations to bring in some kind of
engagement with social media.
‘Bigg Boss Double Trouble’ promotions
will be amplified across traditional
and digital mediums with activities on
social media during different phases of
the show.
For the pre-launch phase, Colors has
planned a special town hall gathering
where former ‘Bigg Boss’ contestants
will shed light on what one should
expect during their journey through
the reality show. This will be coupled
with a specially created Facebook app.
After the launch of the show, there
will be digital initiatives including
polling cards, cartoons and real-time
updates on WhatsApp groups and
Snapchat. Throughout the course of
the season, live feeds, sneak peeks,
behind-the-scenes content and
uncensored updates will keep viewers
engaged.
On the marketing front, the channel
has planned an integrated 360-degree
campaign on different mediums like
print, TV channels and OOH.
http://www.televisionpost.com/television...tive-year/
ANIL G
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