Jaldi 5 with Anuj Poddar: KHMC will be a milestone for Marathi television

06 May,2013

By A Correspondent

 

In the world of regional television in India, ETV Marathi had made a mark soon after its launch 13 years back. Now with new renewed vigour post business realignments, the channel announced the launch of Kon Hoeel Marathi Crorepati to be hosted by veteran actor Sachin Khedekar as host. The show which will premiere this evening (May 6) has seen a high visibility blitz across Maharashtra. MxMIndia asked Anuj Poddar- EVP Strategy & Business Head Regional Channels, Viacom18 (in partnership with ETV) to talk on various marketing activities planned for KHMC.

 

01. It wouldn’t be incorrect to say that you’ve virtually taken over the state’s media with the KBC Marathi promotions… can you give us some specifics on the promotional activity…
TV spots: More than 2000 GRPs covered: Over 150 GRPs
Number of hoardings: Several hundred hoardings, bus shelters, bus panels and other outdoor media
Radio spots: 650+

 

What is the approximate adspend?

We have achieved visibility and engagement equivalent to a Rs 5cr spend.

 

02. The promotional spend is comparable to the big bang launches on the Hindi GECs. We have seen a mixed response to the KBCs in various Indian languages… are you confident of KBC Marathi delivering in ratings and revenues?

Everything that we’re doing on KHMC is to give it the same scale and persona as a Hindi property, but of course for the Marathi audience. The Marathi audience will not feel that this is any lesser or there has been any compromise of any sort. The participation process, the scale of the set, the production values and, of course, the marketing are all designed to convey the stature of this unique and most successful show. We have also extensively studied the format across the Hindi and all regional avatars so far and absorbed all the learnings from those and are confident we have a great version ready for the Marathi audience. We are confident that this will be a milestone for the Marathi television genre – as well as for advertisers who are hungry for something of this scale and quality for their brands to engage with.

 

03. The response that your announcement saw some phenomenal response on our site (MxMIndia.com) with over a 100 people writing in, wanting to be part of KBC. Could this see a turning point in the various regional language programming will be promoted in future? Do we see ETV Marathi looking at more content which will entail viewer participation?

Yes, I was most glad to note the response and buzz created by the show when we called for entries. We also have a second round of call-for-entries lined up shortly and with the show now hitting air, I am confident the participation buzz will only grow further. To me, it reflects how all the positive values of this show – knowledge, aspiration and celebration of one’s culture & history – find direct resonance amongst the amazing Marathi population of this country. ETV Marathi will continue to look for ways to deeply engage with Marathi viewers in a meaningful and relevant way.

 

04. ETV was the first Marathi GEC… interestingly launched less than a month before the first season of KBC took off . We are also seeing some action with the other Marathi GECs. Do you see the entire genre growing in the months to come?

Any process of evolution and growth witnesses key phases and turning points. ETV’s regional foray over a decade ago is a testimony to its founder’s vision and he helped set the ball rolling. The step-up in competition in the Marathi genre over the last 4-5 years was the next turning point and has led to Phase 2 of this growth. Now, I see us entering the next phase of evolution of the Marathi genre and we will look back at 2013 as the turning point for the start of this phase. And I am glad and hopeful that ETV will have led this turning point.

 

05. The first season of KBC in Hindi on Star Plus saw some smart strategy from the channel in the form of the saas-bahu serials propelling the channel to numero uno. Are you working on rejigging the rest of your content?

ETV has already quietly but surely rejigged the content on the channel over the last four months. The channel has a full new content line-up on air with great fiction properties some of which have already become leading-TSV shows, demonstrating their strong content quality. Hence, KHMC was strategically planned to be brought in post the rejigging of other content. The packaging, et al has also been changed. The channel is looking fresher, nicer and is ready to rock…we’re looking forward to an entertaining ride along with our viewers! Ratings will naturally follow…God and TAM willing!

 

Post a Comment 

5 responses to “Jaldi 5 with Anuj Poddar: KHMC will be a milestone for Marathi television”

  1. Aditya says:

    may be requested to sachin khedekar to participate me My contact No is 8197879123

  2. BHAGYASHRI WANKHEDE WARDHA says:

    I REALLY HAVE TO PARICIPATE IN KHMC AND ALSO I AM TRIED TO GIVE ANSWER OF “GHAR BASALYA PRASHNA ” BUT NO ONE CALL ME I AM ON WAITING ONLY WHY IAM NOT IDEA USER SO WHAT YOU DON’T CALL ME CALL ME SIR PLEASE I WILL WAIT YOU SO MUCH TAHNK YOU

  3. BALIRAM says:

    मला या स्पर्धेत सहभागी होण्यासाठी काय करावे लागेल.
    कृपया मला या बद्दलची माहिती मला कळवावी हि विनंती

  4. anuradha lavhande says:

    my contact no 9657145621

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