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Sun TV bets on 50% hike in ad rates for its game show
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Sun TV Network bets on charging 50 per cent premium on advertisement for its highest prize money game show of Rs 50 lakh to be launched this weekend.

By launching more of non-fiction shows during weekends, the objective of the TV Network is to increase its viewership market share by at least 12-15 per cent during the weekends from its current 40 per cent share.

Mr Ajay Vidyasagar, Chief Operating Officer, Sun TV Network, told Business Line that apart from paying a royalty to its international partner, Endemol India, from whom it’s licensing the programming format and shelling out the prize money for its new reality show ‘Deal Aa No Deal’, the entire production cost is backed by advertisements. He calls this show to be ‘disruptive and differentiated’ for audiences, meaning the content is powerful.

Although Mr Vidyasagar declined to give information on the total production cost of “Deal Aa No Deal”, he said that investment on the sets of the game show was four times higher than the cost of Rs 10 lakh incurred for usual game shows.

Media planners said that they could not disclose ad rates for the programme. Rates differ from one programme to another. One of the successful new soaps of Sun TV, ‘Thirumathi Selvam’, commands an ad rate of about Rs 30,000 for 10 seconds. Tamil Nadu TV ad market is estimated at around Rs 750 crore.

Although the upfront cost on programme is large, Sun TV Network has a successful programme in its kitty according to media planners.

The TV Network which has presence in the other three southern languages plans to takes this game show in Telugu, Kannada and Malayalam as well.

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