MUMBAI: Every Thursday is a reality check for the
channels and its shows. And more so when it gets a new show onboard. The
success of any marketing campaign is reflected in the ratings and so
when Sony Entertainment Television launched its new soap Kehta Hai Dil…Jee Le Zara, it built a big marketing campaign to create the right buzz to get good viewership numbers.
Sony which is the highest gainer this week, as it
added 48,804 TVTs (Television Viewership in thousands) taking its
cumulative to 349,377 GVTs (Gross Viewership in thousands) (300,573
last week), launched Jee Le Zara, on 15 August in the 9:30 pm slot.
The show which entered into a very competitive time slot with Star Plus’s Yeh Rishta Kya Kehlata Hai and Zee TV’s Qubool Hai ruling
the ratings chart in this time slot, has received 2,620 TVTs in its
launch week and all this after some good marketing campaigns.
“Every time slot today is competitive, we need to
get audiences and so created a huge marketing campaign to inform people
of the new show,” says SET senior VP & head-marketing Gaurav Seth.
From a ‘Van Flag Off’ by Sangeeta Ghosh, the protagonist of the show
to running of Twitter contests, the channel went a whole hog to hit the
right cord with its audiences.
The promotional activity started with the three
promos shot for television. “Similarly, we had radio spots, which spoke
on Sangeeta’s character in the show. We also launched a big multi-media
print campaign on the day of launch of the soap which sustained till
the first week of it going on air,” informs Seth.
To sustain pressure and ensure that the promos went
viral, the channel launched several social media activities and
outdoor innovations. “One of this was when on 13 and 14 August we had a
Jee Le Zara bus ferrying women from one part of the city to
the other. The idea was to inform people of Sangeeta’s return on TV and
also to promote the idea of Jee Le Zara,” he comments.
The channel which launched the #Jee le zara
moment contest on Twitter received over 7700 tweets with nearly 5.37
million people joining the conversation. “We were trending on Twitter on
the launch day,” he informs. The channel also ran promos of the show
in major cinema chains nationwide for one week during the screening of
Chennai Express.
With Sony targeting not only the metros, but also
UP, Rajasthan and Gujarat, with a 360 degree marketing campaign, we
wonder if the numbers are enough when compared to the 7,435 TVTs of Qubool Hai and 7,284 TVTs of Yeh Rishta Kya Kehlata Hai. The show will need some catching up to do in the coming weeks. |
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