Colors to focus on ad volume growth for Bigg Boss S12

MUMBAI: Hindi GEC Colors has increased its ad rates by 5% for the 12th season of its flagship non-fiction property Bigg Boss. The channel is hoping to get volume growth in advertising considering the subdued mood in the market.

Appy Fizz and Oppo have returned as presenting and powered-by sponsors respectively. The channel has also got on board sponsors namely Panasonic, Capital Foods and L’oreal as associate sponsors. Tuborg is also in the process of being signed up as a sponsor.

The 12th season of the show hosted by Salman Khan will go on-air from 16 September. The show will broadcast at 10.30 pm every Monday-Friday and at 9 pm during the weekend.

Talking about the ad scene, Viacom18 COO Raj Nayak said, “Our ad rates haven’t increased substantially this year. We have just taken a 5% hike, even last year it was a smaller hike. At the end of the day, we believe that our advertisers should get value and seeing the current market scenario we are also being realistic. We are hoping that our volume of advertisers and advertising increases.”

The channel is aiming to sell around 50-60% of the ad inventory before the show goes on-air. “We have got four main sponsors and we are hoping to sell around 50-60% of inventory before the launch. I don’t think there is any category that hasn’t been on board for the show,” Nayak added.

Hosted by Salman Khan for the consecutive ninth year, the new season will be based on the concept of ‘Vichitra Jodi’ (unique pairing). The show will feature pairs which will vary from couples, friends, mother, and daughter amongst others.

For the digital audience, Voot will air special unseen and dropped footage with ‘Unseen Undekha’ and the full versions of tasks, nominations, fights and drama with Cutless. The channel is also airing the second season of Bigg Buzz, a social media extension of Bigg Boss.

Produced Endemol Shine India, Bigg Boss is one of the longest and one of the costliest show on television. The reality show has also been adapted into various regional languages namely Malayalam, Kannada, Tamil, Telugu, and Marathi amongst other.

Being a longest running shows, one of the biggest challenges for Bigg Boss is to be innovative and keep the audience intact in order to avoid fatigue.

Talking about the viewer loyalty for the show and fatigue factor, Nayak stated, “There is a loyal base of the audience which keeps on increasing. The audience craves for Bigg Boss even when it is not on-air and one of the main reason for that is the format of the show. Though the format is available in several languages, it is there in seasonal format. If we start offering the show for 365 days that is when the fatigue will set in. Another challenge is selling inventories and we are lucky to retain sponsors every year.”

Nayak also claimed that Bigg Boss despite being a high budget show has managed to become profitable.

“When Bigg boss started, it was a loss-making thing but later on we broke even and now it is a profitable show. Although, not very profitable but the buzz that we are able to create and the loyal audience base that Bigg Boss has, I don’t think any other show enjoys that kind of response,” Nayak commented.

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