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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