BackPromoting soap operas on TV news, other shows
Promoting soap operas on TV news, other shows
PremiumAs competition increases within and across genres, television channels are experimenting with new methods and media to promote their new programmes.
For most television shows, on-air promotion on the same channel (so this can be called self-promotion) remains the primary tool of choice for attracting and retaining audiences. In this, these shows are similar to consumer products that depend on advertising to survive and increase sales. Today, on-air promotions account for 30-50% of total advertising volumes on TV. These self-promotional advertisements are usually placed at the beginning and end of all commercial breaks.
Among these self-promotions, those promoting a single programme or show are the most common—accounting for 70% of the whole.
General entertainment channels take the lead in promoting their shows, themselves and their brands; they are followed by the news channels. Unlike a few years ago, today, no single channel enjoys audience loyalty. This is especially true of Hindi general entertainment channels. Therefore, most new programmes strive to stand out in this clutter and differentiate themselves to garner ratings that can be translated into revenue.
Also Read PN Vasanti’s earlier columns
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