Financial Daily from THE HINDU group of publications
Monday, Feb 24, 2003
Financial Daily from THE HINDU group of publications Monday, Feb 24, 2003 |
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Advertising Marketing - Advertising After films and music videos... Brands look to TV serials for placements Nithya Subramanian
NEW DELHI, Feb. 23 IT is not just films or music videos that brands are targeting. Companies are now looking at television serials for product placement. According to the buzz in the ad industry, companies have started approaching television networks to permit brand placements in the various soaps and family dramas shown on the small screen. Ms Apurva Purohit, President, Zee TV said that she receives at least a couple of enquiries everyday. "There is an increasing interest among advertisers to place products in television serials. These are mainly brands in the FMCG, durables and auto sector,'' she said. The Star India spokesperson also added that the channel has been flooded with such offers, but no deals have been struck. "Globally, product placement in television series is a very big market. Nowadays, brands are looking at new avenues to derive value,'' said Mr Sanjay Bhutiani, General Manager, Leo Entertainment. So you had Coca-Cola investing millions in Young Americans - a popular teenage television series in the US, a Saab 93 SE car driven by a night club owner in the popular series East Enders and products from Cadbury and Heinz displayed prominently in television soaps. In India, there have been some brand placements in game shows such as Khulja Sim Sim or Jeeto Chappar Phaad Ke. These shows not only displayed the products but also briefly described them to the viewers. Also, some of the serials from the Balaji Telefilms stable are being shot in Australia as part of Australia Tourism Commission's strategy to attract Indian visitors. According to Mr Rajesh Pavithran, Chief Operating Officer, Balaji Telefilms, the benefits on product placement in TV serials are huge. Unlike ad breaks wherein viewers prefer to surf channels, here brands get undivided attention since the product would be part of the storyline. "But channels regulate ads and brand placement. So, in a post-CAS (conditional access system) scenario such deals will become a reality wherein a tripartite agreement between the channel, production house and the brand could be reached,'' he said. Meanwhile, the high interest among advertisers is reinforced by the fact that research agency TAM India has commenced a study on impact of product placement in television shows. "The idea is to measure what impact such product placements have,'' Mr Atul Phadnis, Director, S-Group, TAM India said.
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