It is sure that Aamir effect along with both content
and strategic timing (Sunday Mornings) gives a lot of leeway to the serial.and
may add up some more TRPs. However, I still wonder, how such a serial would
keep children hooked, the key contenders of TV remote controls at
least on Sunday mornings. Also, the serious nature of the serial might not
appeal to everyone as most of us wish at least Sunday mornings to be
light, fun filled and dreamy, rather being serious.
However, what is inside the box is still not clear,
as the complete format of the serial is still a suspense. The ad spots booked
(Sponsorship) majorly belong to mass appeal brands like Airtel, Aqua Guard,
Coca -Cola, J&J, Skoda, Axis Bank, Berger Paints and Dixcy Scott.
My gut feeling says, the program would not be able
to gear up a TRP of more than 5-6 over a period of time. This is less than that
for most of the seasons of KBC and many of the "latest" box office
movies aired on TV.
The program has come up with an impressive "Theme Songs" which is bound to mesmerize the viewers and aggressive Television Campaign.
What do you say?
Below is
an article on same from Business Standard:
If Big B won your hearts with Kaun Banega Crorepati, Salman
Khan made you laugh with Bigg
Boss and 10 ka Dam, and Akshay Kumar
kept you on the edge of your seats with Khatron
ke Khiladi, how could Aamir Khan be left behind in the race?
Even before hitting the small
screen, Satyamev Jayate, with which Aamir Khan makes his television debut on
May 5, is already making waves. To be telecast on Sundays at 11 am, the show
will be reminiscent of Sunday morning family TV viewing — a common thing when
serials like Ramayana and Mahabharat were on air.
Like his movies, Khan
has kept the concept of the show a secret, but industry officials say it is a
talk show where he will talk about social issues like child labour, health
problems and other issues affecting the country.
“I am not attempting to
change anybody’s life. When I speak about change, it’s about changing myself. I
am not interested in changing the world. I only want to connect with them
emotionally and empathise,” Aamir Khan said at the launch of the show’s theme
song.
For the first time, a
show will be aired simultaneously on two networks — STAR and Doordarshan. Even
within STAR Network, it will have simulcast on Star Plus, Star Pravah, Star
Jalsha, Star Utsav, Asianet and Star Vijay. In addition, the show is being
dubbed in four southern languages — Telugu, Tamil, Malayalam and Kannada. “This
show is being launched on a large scale. I had to make complete use of this
medium. This is a baby step in that direction,” he said.
Airtel is the show’s
presenting sponsor, while it is being co-sponsored by Aqua guard. Coca-Cola,
Johnson & Johnson, Skoda, Axis Bank, Berger paints and Dixcy Scott have
also been signed up as associate sponsors.
According to media
sources, STAR will give exclusivity to sponsors. This means, there will be no
competing brands on the show and the broadcaster will not sell spots to any
competitor brand. The title sponsorship has been hawked at Rs 16-20 crore,
while associate sponsors have paid Rs 6-7 crore.
“Satyamev Jayate focuses
on social issues that hold back the nation’s progress. It taps into the latent
desire of people to better their lives. Aamir Khan’s foray into television will
ensure strong viewership for the show and will give Axis Bank the pan-Indian
presence,” said Manisha Lath Gupta, chief marketing officer, Axis Bank.
Even the promotions of
the show, with the budget of around Rs 6 crore, are touted to be the most
expensive yet on the Indian television. For the first time ever, a TV show had
road block across channels; and, it will be supported by a multimedia campaign
as it moves closer to launch. Even for shows hosted by Salman Khan and Shah
Rukh Khan, the initial promotion costs have not exceeded Rs 2.5 crore.
“The big idea in the
marketing campaign is summed up in one line “Jab dil ko lagegi, tabhi baat
banegi” while the candid campaign is simple, yet revolutionary, as
Aamir discusses the show with a team member and shares his thoughts in a
conversational, reflective and passionate style,” said Gayatri Yadav, executive
vice-president (marketing), STAR India.
The campaign is a series
of about ten films, each delivering a message about the show — “entertainment
ka matlab”, “dil se dekh kar dekho”, “sabka show”, “doodh ka
doodh”, and more.
A source from Aamir Khan
Productions said this was one of the company’s most ambitious projects. “It’s
one of the biggest and most innovative projects we have worked on so far,” he
added.
Most executives from
rival channels said, though the show looked innovative, it had baffled everyone
because Sunday mornings were chosen for telecast, and not prime-time slots
available between 8 pm and 10 pm on weekends.
“STAR will have an
advantage, as most channels do not have exclusive programming for Sunday
mornings. If the show clicks, it might actually just revive that slot timing
and change the current rules of TV viewing,” said the chief executive of a
competing network on the condition of anonymity.
The industry says Khan’s
marketing moves have hardly missed their aims. This time, STAR India would be
hoping this one is no different.
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