Sahara One hikes ad tariff post healthy ratings

06 Mar,2012

By A Correspondent


Sahara One Media and Entertainment’s Hindi GEC Sahara One has increased its ad rates by three times, on account of improved performance over the last few months.


The channel’s ratings have increased from 45 GRPs in week 04 to 54 GRPs in week 08 (TAM, C&S, Females, 15+ ABC, HSM).


As a part of the strategy, Sahara One has not only raised the bar on some of the existing shows but have also got more banners on board to produce a couple of promising fiction shows, beginning with two horror shows which went on air in the second half of February 2012.


Commenting on the new launches, Vikas Khanchandani – Director, Aidem Ventures said, “Sahara One has been consistently delivering numbers in the recent past, with almost all shows showing consistent growth.”


Commenting on the ad rate hike, Gunjan Rege Karkera, Business head, Broadcast Media (Entertainment), Aidem Ventures said, “Sahara One’s ratings have been increasing gradually but consistently over the last one year. The increase in ad rates was necessitated by rising cost of talent, increased cost of production, spiralling marketing expenditure and wider distribution platforms. Owing to this Sahara One’s advertiser base has widened substantially. We have got several new brands on board this year and we are looking forward to adding more to the list. Besides, owing to our wider distribution network the advertiser benefits from a lower cost of reaching 1000 people. This rate increase is a part correction in lieu of this growing network.”


The said increase has already come into effect. All proposals include fixed spots considering all the prime time shows have been performing consistently well.


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