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Breaking FIRST : Colors slots ‘Bigg Boss 9’ at 10.30 pm; brands iffy?
MUMBAI:
Promoting
the
ninth
season
of
its
reality
show Bigg
Boss as
‘double
trouble,’
Colors
has
piqued
interest
by
slotting
it
late
in
the
10.30
pm
band
as
opposed
to
the
earlier
9
pm
time
slot.
However, the media planning and
buying community as well as
advertisers are somewhat skeptical
about the new timing for the popular
show fearing that viewership might go
down in the 10.30 pm slot.
According to information available
with Indiantelevision.com, the reason
behind putting the show in the 10.30
pm slot was that Colors’ prime time
shows Chakravartin Ashoka Samrat (9
pm) and Swaragini (9.30 pm) are doing
exceptionally well in their respective
time slots. While Swaragini has
continuously managed to maintain its
position amongst the top five
progarmmes in Hindi
GECs, Chakravartin Ashoka Samrat too
makes appearance in the top five
every now and then.
“Changes in the time slot will
definitely influence the viewership as
well as the ad rates for the show. The
ad rates this year are likely to go
down as compared to last year’s
rates. Brands are unhappy with the
channel’s decisions as prime time
gives more visibility to them,” said a
senior media planner, on condition of
anonymity.
Another media planner added, “The
late hour time slot will certainly pose
question marks on brands' willingness
to come on board as well as the ad
rates pricing. But on the other hand,
Salman Khan’s brand value has also
gone up substantially. So while the
time shift of Bigg Bosswill impact
viewership and subsequently the ad
rates in the initial periods, I feel
that the broadcaster will pick it up by
putting captivating content.
Overall Bigg Boss will retain its
charm.”
Colors has roped in SnapDeal as the
title sponsor for the show, powered
by Oppo Mobile India and driven by
Maruti Swift.
While the opening episode of Bigg Boss
9 on Sunday, 11 October will be aired
at 9 pm, subsequent episodes of the
season will be telecast from 10.30 -
11.30 pm.
With Bigg Boss 9 being slotted at
10.30 pm, Colors will do away with
the repeat telecast of Ishq Ka Rang
Safed at 10:30 pm. On the other hand,
Code Red in the 11 pm slot will also go
off air, according to the sources.
Whether the channel will reschedule
the show is not known as of now.
With the tagline of ‘Double
Trouble,’ Bigg Boss 9 and the new time
slot does give some wind to the
speculation that some of the show’s
content may be risqué and not suitable
for family viewing as per the
country’s television guidelines. While
the contestants’ antics coupled with
Khan’s inimitable hosting style has
managed to pack a punch more often
than not, this season of Bigg
Boss seems to promise doubled the
fun.
That said, it will be interesting to see
whether the change in time slot
for Bigg Boss 9 will work for Colors or
not and whether brands show the
same enthusiasm for the show as for
its previous seasons.
http://www.indiantelevision.com/televisi...ffy-150923
ANIL G
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