Channels bet on music shows

Music talent TV shows are attracting big advertising bucks as they command a high viewership rating. The three general entertainment channels -- Zee Television, Sony Entertainment Television, and Star Plus -- have been wooing audiences with their shows SaReGaMaPa, Indian Idol and Star Voice of India, respectively. The three channels are expected to mop up over Rs 60 crore (Rs 600 million) on advertising revenue and for companies such as Zee it already constitutes for 6 per cent of their total ad revenue.

In May, all the three broadcasters hit the tube with the new season of their shows aired on Fridays and Saturdays. SaReGaMaPa Challenge 2007 debuted on the same day as SET's Indian Idol 3.

With growing viewers TAM Media Research's top 100 TVRs (during June 3 to June 9), both Zee's and Star's show share the 14th position with a rating of 6.4 each, while Sony's show ranks 33 with a rating of 5.3, on June 8.

Channel executives said that as viewership involvement is high, advertisers find the programmes useful to connect to their consumers. "Such shows deliver eyeballs and help brands connect with the audience. Consequently, they rope in advertisers for broadcasters," said Ajay Vidyasagar, president- content and new media, Star India.

Agreed an executive from a media buying agency. "The format of these shows enable audience engagement. They provide advertisers the platform to interact with the target group," he said.

That's not all. Talent shows have been money spinners for channels. Industry sources said Indian Idol 3, for instance, has made over Rs 26 crore with just eight sponsors in this season apart from the revenue it will earn via the ten- seconds slots. SET is charging around Rs 1,75,000 for a 10-second slot, while Star Voice of India commands close to a lakh. "As broadcasters we need to build strong properties for our channel. At SET we want to build Indian Idol as a brand show that will run season after season. It also contributes substantially to the overall revenues of SET. Hence, it is a prime show for the network," said Rohit Gupta, president-network sales, licensing& telephony, SET India.

Joy Chakraborty, network sales head, Zee Network said, "Almost 80 per cent of commercial time for SaReGaMaPa Challenge 2007 was pre-sold. The show is Zee's hot property for the ad revenues it generates for the channel."

The main sponsor Hero Honda which has been on board with the broadcaster is believed to have paid around Rs 6.5 crore (Rs 65 million), while the two co-sponsors have earned Zee around Rs 3.5 crore (Rs 35 million) and around Rs 2 crore (Rs 20 million) from eight associate sponsors.

"The show was sold as a 22-week package to sponsors. While the ten-second ad slots were sold for close to Rs 1,40,000, for the finals the 10-seconds slots have been sold for almost Rs 1,70,000," added Chakraborty. Media sources say almost 6 per cent of Zee TV's ad revenues come from the show. Reality shows are increasingly becoming important for channels' overall strategy, said media experts.