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Kaun
Banega Crorepati in the battle for mega game show ads?
Zee has fixed its
ad rate for its show at Rs 2.5 lakh per 10 seconds against
Star Plus’ Kaun Banega Crorepati at Rs 3.20 lakh.
The channel has also hiked the ad rates across the board with
top-rated shows like Amanat and Koshish going up from Rs 1.25
lakh to Rs 1.80 lakh. In the Super Platinum category which
has shows like Mehndi Tere Naam Ki, the rates have increased
from Rs 1 lakh to Rs 1.5 lakh.
"With the success of KBC, we saw an opportunity to hike
the ad rates. We realised that advertisers are willing to
pay a higher price for popular programmes," said Zee
Network chief executive officer RK Singh.
Zee TV has done away with a varied ad rate based on commitment
of secondage and introduced a flat rate in its different programme
value categories. Amanat, for instance, was priced between
Rs 1.25 lakh and Rs 1.60 lakh, depending on the seconds consumed
by the advertiser. Now it is a flat Rs 1.80 lakh.
The Platinum category programmes are priced at Rs 1.20 lakh
per 10 seconds, while Super Gold is at Rs 1 lakh and Gold
at Rs 90,000. Super Silver shows will cost Rs 70,000 and Silver
Rs 60,000. While Gems category programmes are priced at Rs
45,000, Pearls will cost Rs 30,000. In the rate card, 18K
is priced the lowest, at Rs 15,000. Though the company’s
performance in the current fiscal was a shade under the targeted
27-28 per cent growth rate, Zee expects to catch up in the
remaining period of the year. "Our revenues will not
be affected by the runaway success of KBC. We will do better
than our budgeted figures on the strength of higher ad rates,
total deliveries and addition of programmes like mythologicals
and fantasy," said Singh.
Though Zee TV’s programming cost will go up, advertising
revenues will more than compensate the additional expenditure,
Singh added.
SD
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