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Sony wins hands down on ad rates

Nithya Subramanian

NEW DELHI, May 1

DOORDARSHAN may have the highest reach, Star may have the most popular shows, Sun may be the king in the South, but Sony charges the highest advertising rates for 10-second spots.

According to data available with Business Line on the advertising business done by top programmes on these channels, Sony's `Jeeto Chappar Phaad Ke' (JCPK) has the highest ad rates of about Rs 2.5 lakh for a 10-seconder. In contrast, Star Plus' top gross er `Kaun Banega Crorepati' (KBC) attracts advertising rates of just Rs 1.66 lakh.

`Koteeswaran', from Sun TV, which is in the same genre as JCPK or KBC, does not attract such high advertising rates. A 10-second advertising spot on the show solicits rates of just Rs 26,283. The top show on the channel in terms of the total advertising generated is the family drama `Chitti'.

However, the other major Hindi satellite channel, Zee, which lost out in the ratings race, also has high ad rates for its family dramas. Its top programme, `Koshish' attracts Rs 1.08 lakh for a 10-seconder.

The national broadcaster, Doordarshan (DD), has not been able to leverage its reach in attracting high advertising rates. The national channel continues to bank on the various mythologicals to earn its advertising revenues. `Jai Mata Ki' has been consist ently growing in popularity with advertising rates going up by the month. Industry estimates the rates for a 10-second spot at Rs 1 lakh in February 2001, compared to Rs 97,436 in December 2000. Hindi feature films continue to be the staple revenue-earn er for the channel.

The other channel, DD Metro, where dramas and soaps dominate the content, advertising rates are in the range of Rs 25,000 per 10 seconds.

Top media planners said Doordarshan programmes offer more value for money as the reach and viewership of these channels are much higher than cable and satellite channels. ``The flagship National channel sustains on mythologicals with about six such seria ls like `Jai Hanuman', `Jai Ganga Maiya' dominating the charts. The channel has to innovate its programming if it has to touch the rates of the Stars and the Sonys,'' said admen.

While Star has always stuck to the traditional method of media buying and ``does not believe in GRP-based deals,'' Sony had jacked up the advertising rates and did GRP-based deals for JCPK. ``However, the channel has not been able to get the promised TRP s (television rating points) and is looking at revamping the show,'' they added. The channel relies heavily on events and entertainment shows.

Zee, meanwhile is on a downward curve, after having lost out its numero uno position, and ``the Southern channels do not charge high prices,'' said media planners.