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GECs gear up for big festive season, expect ad revenue boost


New Delhi: General entertainment channels (GECs) are gearing up for the busy festive season with several new launches, which are expected to boost advertising revenue.

Sony network is set to introduce a new season of Indian Idol, apart from a non-fiction program in December, while Viacom18 plans to bring back Bigg Boss in Hindi and Kannada. Disney will be producing new seasons of Bigg Boss in Telugu and Tamil, and is also working on some fiction shows.

Advertisers in the fast-moving consumer goods (FMCG), automotive and e-commerce sectors are expected to increase their spending significantly during the festive season, with an estimated growth of 12-14% over last year.

Notably, some flagship programs like Kaun Banega Crorepati, Sa Re Ga Ma Pa and Khatron Ki Khiladi are already on air, and the launch of shows like The Kapil Sharma Show and MasterChef India are expected to create they more excited.

“This year’s sentiments are more positive compared to last year, when advertising revenue was severely affected by the pandemic. Sustained digitization coupled with falling inflation rates and positive consumer sentiment are expected to drive growth during the festive season. Local as well as national brands across sectors are looking to launch new products and increase their ad budgets, to set the stage for the promising festive season,” said Mahesh Shetty, head of network sales , Viacom18.

In anticipation of a promising season, broadcasters are launching new shows and expecting a significant increase in advertising volume, he said.

Apart from the latest season of Bigg Boss, Viacom18 will be launching two fiction shows, Chand Jalne Laga and Doree, on Colors. The new seasons of regional shows like Bigg Boss Kannada and Sur Nava Dhyas Nava in Marathi, and launches like Rangai Jana Rang Maa in Gujarati are also slated.

Ashish Bhasin, founder, The Bhasin Consulting Group, said the festive season should be a good one for advertisers and broadcasters as long as the monsoon goes well, especially in rural areas. While spending is expected to increase by 12-14% over last year, the upcoming cricket tournaments are also good for TV. “In total, approx 40,000 crore is usually spent over the Christmas season and the period takes up 40-45% of the annual advertising,” said Bhasin.

Amrutha Nair, head of ad sales and strategy for entertainment network channels at Disney Star, said with the festivities drawing near and improving macroeconomic outlook, demand is expected to increase significantly. “The projected increase in demand and increased client engagement is set to drive significant growth in TV ad spending.”

The network’s flagship channel, Star Plus, is set to bring back the Star Parivaar Awards, featuring characters from its popular shows, for the first time in five years in October. “Brands will see fruitful tie-ups with the Star Parivaar Awards, both on traditional TV and digital,” she said. Also, the world TV premiere of Rajinikanth-starrer Jailer will be on Star Gold, which has 19 sponsors in the bag has already appeared in the Christmas season.

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Updated: 20 September 2023, 12:26 AM IST

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