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Big B’s Kaun Banega Crorepati Season 13 Promises Hi-Tech, Audience And More

Sony Television’s marquee programme Kaun Banega Crorepati, hosted by Amitabh Bachchan, is back. And despite Covid-19 pandemic hitting the economy hard, the sponsors are more than eager to sponsor this longest running reality show as it continues to have a huge draw across all sections of the society. Already 11 sponsors have been lined up for Season 13.  The differentiated factor this season is the use of hi-tech technology, graphics and Artificial Intelligence. And of course, in a major break from the pandemic led restrictions, the audience is back in the studio this season. The show is one the biggest revenue churners for SET.  Media buyers estimate that Sony charges upwards of Rs 4 lakh for a 10-second spot. It is around Rs 40 crore for presenting sponsors, Rs 16 -20 crore for associate sponsors. Though it is a closely guarded secret, insiders say, Big B is paid around Rs 3.5 crore per episode. Started in 2000, the first three seasons of KBC were aired on Star Plus. It then moved to Sony Entertainment Television. Big B has been associated with the show since its inception except for Season 3 when it was hosted by Shah Rukh Khan.

ICC Sponsorship, Design Contests Lined Up to Boost Skoda's 2.0 Strategy

The year 2021 seems to be an important one for Skoda Auto, the European auto giant, as they have unveiled the 2.0 strategy. For starters they have announced a unique design contest for all its new cars to be globally unveiled in India later this year. The winners of this contest will get to meet their head of design at Prague, Czech Republic. Realizing India loves cricket, the company is investing in the ICC Men’s T20 World Cup as broadcast partner. It may be recalled that Škoda made its first major inroad into football sponsorship by agreeing a deal with Spanish LaLiga club Espanyol. Its strategy seems to be to sponsor the most popular sports. For ICC, besides Skoda, they have already signed another auto client on board besides Nissan who are the sponsors for global cricket events till 2023. ICC has also opened Expression of Interest for media rights opportunities for various non-exclusive media rights in relation to public screening. To popularise the sports globally, they have also introduced bids to get bidders to package attractive content on any inflight or on board entertainment on aircraft, ship or train. These commercial initiatives by ICC are to boost the popularity of cricket globally by 2032 and open the door to the sport’s entry in the Brisbane Olympics.

Group M: Semi-Conductor Shortages May Impact Global Motoring Adspend

Group M, WPP’s media investment group, in its Global Marketing Monitor has reported: “Semi-conductor shortages will have an uncertain impact this year, especially on motor vehicle manufacturers. Related disruptions could have an impact on spending on advertising by those companies, but could also impact the electronics companies consumers rely on to access content. Both industries have options to mitigate supply chain challenges, so negative consequences are not necessarily going to be meaningful.” The report adds that top advertising auto companies Honda, BMW, General Motors shall be short of their productivity targets, though the production is down but demand is up. Ad spending could be impacted, says the report. The global shortage could have some impact on India where things are looking up for the country as a whole and the auto sector among others. Analysts say if there is a supply chain issue, then here too in India, some of the auto companies may put their advertising campaign on hold or curtail it till they are assured of regular supply. But they say the impact could be short term. Seeing demand-supply mismatch the Tata Group has announced plans to make semiconductors.  As per Pitch Madison Advertising Report 2021 for India, auto category’s advertising contribution in 2020 was Rs 3,243 crore


After Olympics, Advertisers Look Forward To ICC Men’s T20 World Cup

Now, the next big event on advertisers’ watch list is ICC Men’s T20 World Cup to be hosted in the petro-dollar venues UAE and Oman from October 17 to November 14, 2021. Reliable sources say Star Sports, the official broadcaster, which includes its video streaming app Hotstar, has already lined up event sponsors (BYJU’S, Dream11), broadcast partners (Coca Cola, Vimal) and are hoping to get on board two more sponsors. Already 40% of the inventory has been sold – with the cost for a 10-second spot put at Rs 10,000-Rs 12,000. The World Cup which will be played after Dussehra but before Diwali may prove to be bang for the buck for both advertisers and broadcasters. Star Sports which was expected to rake in around Rs 3,000 crore (that includes Hotstar) by way of advertising revenue from IPL 2021, could not hit that number as matches were suspended due to the second wave of pandemic. However, insiders are optimistic that Star Sports will earn close to Rs 1,200 crore from 45 matches to be played between 16 teams in the T20 World Cup.  It is learnt several advertisers like BharatPe, Upstox, OPPO, MRF Tyres, have signed on as ground sponsors. As always the most keenly watched match will be one between India and Pakistan and for this match advertisers don’t mind paying a premium.

Shah Rukh Khan: The Don Of Brand Endorsements

The king of romance is back in what he does better. The Mumbai-based Hygienic Research Institute has signed up the 55-year old superstar Shah Rukh Khan as their brand ambassador for Streax Hair Colour. The first brand which Shah Rukh Khan endorsed was Liberty Shoes way back in 1988. During the last 33 years, SRK has endorsed close to 44 brands and hair colour is the latest addition to his remarkable portfolio. With fewer movies in action, SRK, it is learnt, is looking at every opportunity to climb up the Brand endorsement rank. According to Duff & Phelps Celebrity Brand Valuation Report 2020, Shah Rukh Khan has moved up one notch to No. 4 commanding a brand value of $51.1 million. At No. 1 is Virat Kohli with brand value of $237.7 million followed by Akshay Kumar ($118.9 million) and Ranveer Singh ($102.9 million). Shah Rukh is trying to move up the pecking order. He has signed a number of brand endorsements contracts and shooting of most of the ad films was done at his residence, Mannat during the second lockdown. The superstar, whose personal net worth, according to Forbes Rich List 2021, is around $690 million also runs a successful production house Red Chillies and is the co-owner of the IPL team Kolkata Knight Riders.


Editor’s Note: Big Punch In Small Pack

It is the Third Anniversary of Short Post and as a news media startup launched during the Covid-19 pandemic it certainly feels better than good to find ourselves where we are today. Here, I must cite the unstinted support of our seasoned contributors, all senior editors in the country, who brought a great degree of maturity and sagacity to the Short Post newsroom. But for them, our tagline “Authentic Gossip”, an Oxymoron, would not have matured viably. Our user numbers may be small but our stories have created the desired impact among people who matter — decision makers and influencers. We offer a big punch in a small pack and Short Post with its 225-word stories has been punching above its weight category. Having posted close to 3,000 stories in the last 36 months, Short Post, I feel, is an idea whose time has come.
And this is vindicated by our two marquee advertisers – IDFC FIRST Bank and ICICI Lombard. Both believed in our story and have supported us from Day one. A big thank you to both.
If you look at the media landscape – print, TV and digital — it is a mixed bag. There are job losses as some outfits have closed down while a lucky few were bailed out by large corporate houses. Yes, there is a lot of action in the digital space. However, the entry of corporate houses has raised the question of independence of news media outfits. Sadly, there are just a handful of independent media outfits in the country that are highly respected for their neutrality. At Short Post, our credo is not to take sides, prejudge issues or be biased but, informing readers of behind-the-scenes happenings. In essence, Short Post strives to be a neutral editorial platform — neither anti-establishment nor pro-establishment.
As I said last year, disruptions in the media world are moving at a fast and furious pace. Technology is playing a very big role in how content is generated and consumed. But, we are neither alarmed nor perturbed as it is all a part of the evolution process. What gives us comfort is that AI is unable to create original gossipy content. And that is the news arena where we have achieved a distinction.