Zee Network makes a crore rupees in a day for Miss World

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | August 20, 2012
The presenting sponsor, Orra, came on-board for about Rs 35 lakh, while the powered by sponsor, Cadbury Bournville has spent approximately Rs 20 lakh.

Zee Network acquired the rights for Miss World 2012 with live and exclusivity clause in the country for the fifth year in a row. The network simulcast the event on August 18 on three channels - Zee Cafe, Zee Studio and Zee Trendz.

Miss World 2012

According to market sources, the network has garnered an estimated revenue of Rs one crore from this single-day event. The presenting sponsor, diamond brand Orra, came on-board for about Rs 35 lakh, while the powered by sponsor, Cadbury Bournville, must have spent about Rs 20 lakh.

Aquaguard, the co-presenting partner, reportedly spent an estimated Rs 10 lakh on the association.

Apart from this, the channel apparently charged about Rs 3000-4000 for a 10-seconder.

Unlike the general entertainment channels, when an advertiser sponsors shows on a specials interest channel like these, they also get a certain amount of FCT (free commercial time) beyond the particular show. Say, X advertiser has sponsored a show, Y, on a niche channel. Then, the advertiser enjoys certain amount of FCT even after show Y is over. This is mainly because the viewership is lesser as compared to the Hindi GECs (which have predominantly high TVRs).

Meanwhile, the network had simulcast the previous season on Zee Cafe, Zee Studio and Zee Trendz, along with a Hindi telecast on Zing. This season (2012) saw a higher number of contestants (117), breaking the previous record of 115 contestants in the 2010 edition.

Miss World 2011 Ivian Sarcos of Venezuela crowned her successor at the end of the event. The contestants will visit Hong Kong, Sanya and Shanghai. Vanya Mishra, crowned Miss India World 2012, represented India at the global pageant.

The special titles in the current season were Beach Beauty, Sports, Beauty with a Purpose, Multimedia Award, World Fashion Designer Award, Top Model and Top Talent.

TGIF, as a restaurant partner, helped in various branding activities. Also, TGIF screened the live events.

The Miss World Organization owns and manages the annual Miss World Finals since its launch in 1951. The organisation claims that it has raised more than £250 million for children's charities in the 61 seasons of the show. Miss World is franchised in more than 100 countries.

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