How to Market TV Programmes?

TV Programme’s marketing requires special strategic planning and execution. Simply engaging a social media marketer or distributing printed brochures won’t help. This is because TV programmes have a tight schedule of pre-production, post-production, press release campaign and initial phase-release campaigning. The broadcast of programme is predecided and everything has to fit into this strict timeline schedule. This is why it is important to create the maximum impact in TV programmes’ marketing. Avinash Pandey, who has been involved in decades of TV Programme marketing with Star News earlier and now as COO of ABP News, gives the following suggestions about TV programme marketing. 

There is very little time slot before the release of a TV programme, which can be used for marketing. Hence, marketing strategy has to be aggressively designed. For this, it is important to create a strong visual and sound impact on the potential audience. This can involve building a huge sculpture, unipole ad, or organizing a musical evening with the actors and actresses or the main programme host or with a celebrity to market the programme. Big banners advertising the TV programme at the musical show is a necessity at such events.

Another strategy is to release trailers of the TV programme on Youtube and on TV channels. Releasing trailers on film shows in cinema halls is also a good idea. This can have a maximum impact on the potential audience of the TV programme. Remember to make the trailer only 2-3 minutes long. The name of the programme and its main focus, along with the people involved in it, with a few video clippings from the programmes, all must be shown in these 2-3 minutes.

A good strategy is to invite a press conference focused on the TV programmes going to be released. All the major press people must be invited at the conference. The people involved in making of the TV programme should address the questions of the press people. It’s a god idea to brief the press people before the conference about what the conference and the TV programme are all about, so that they can ask their questions in a much more organized manner. The respondents from the TVprogramme should not lose his/her cool while answering a tough question and answer it diplomatically.

Listing on Wikipedia, IMBD etc, giving details of the TV programme is another good idea. This will introduce the programme to a large number of audiences who use the Internet regularly. Blogs and Facebook pages can be created, where visitors can ask questions and a team of people from the TV programme making can answer their questions. Twitter is a good idea to market TV programmes with clippings from the show, 1-2 line marketing messages and directing the visitors to Facebook pages and to other Internet marketing sites related to the TV programme marketing.

Avinash pandey says that in his long experience with the Star News and ABP News, he has seen many TV programmes take to great heights of popularity because of a dedicated and well-designed marketing strategy. A good strategy with targeted-timeline is essential for TV programme marketing.  

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How TV Programmes are Fairing in India?

It has been said in recent times that TV is now losing its charms to the Internet and soon TV may become a thing of the past. However, a closer look at the situation tells a different story. It is indeed true that the Internet has become extremely popular and every city has got internet connection now. But there is more to it than this. Avinash Pandey, the COO of ABP News and having worked with Star News earlier, says that TV still has a much wider reach in small towns and villages, where Internet is still not easily accessible. Moreover, in order to use Internet it is necessary to know a fairly good level of English language, which means the Internet user should be fairly well educated. However, TV Channles are broadcasting in every Indian language and education or knowledge of English is not a necessity for watching TV Programmes.

The viewership of TV programmes is still very high, especially of news programmes, panel discussions, serials and sports events. Internet has not been able to make a dent in the popularity of these programmes. Rather, Internet is now a complementary companion to TV programmes because these TV programmes can be streamed live through Internet. Avinash Pandey, who has many years of experience with Star News and ABP News, says that apart from live streaming and web TV, there is the powerful medium of Youtube. Most TV Channels upload their popular shows on Youtube and the viewers get to watch these shows free at their convenience. This greatly increases the following of these TV programmes. Hence, rather than becoming a rival, Internet is actually tuning out to be an ally for TV Programmes and they are becoming more popular because of the Internet.

Apart from this, there is another reason why TV Programmes cannot be overshadowed by the internet. TV provides a medium where motion pictures can be brought alive in a dramatic manner in one’s home. Motion pictures can be and are being uploaded on the Internet as well. However, their appeal is not as dramatic on laptop or an average size desktop or a small tablet as that of the TV Programmes on a large TV screen. This is the advantage that TV has over Internet. The latter will have to use large screen and a large retinue of professionals to make the motion pictures as alive and dramatic as the TVprogrammes, in order to give the TV a serious competition. And if this is done, then Internet will acquire the dimension of a TV Programme. So, it doesn’t make sense to spend so many resources on the Internet, when the TV is already there. Avinash Pandey says that in his days at Star News and now as the COO ofthe ABP News, he doesn’t feel any threat from the Internet and he is very optimistic about TV Programmes’ viewership in India. 

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