Sahara One shifts to fixed spot; eyes ad revenue growth of 30 per cent

Sahara One will stop selling spots to advertisers on 'run of daypart (RODP)' basis and instead charge fixed ad rates for its 10-second spots based on its primetime show performances.

Sahara One, the Hindi general entertainment channel (GEC) from the Sahara bouquet, has decided to adopt the fixed spot strategy with immediate effect in a bid to up its advertising revenue by 30 per cent in the next one year (by March 2013). Currently, the channel's ad revenues stand at an estimated Rs 55 crore.

Consequently, Sahara One will stop selling spots to advertisers on 'run of daypart (RODP)' basis and instead charge fixed ad rates for its 10-second spots based on its primetime show performances.

For the record, RODP, also referred to as daypart rotator, is a methodology wherein a broadcast spot is purchased to air at anytime within a defined day part, such as 6-10 am, from Monday through Friday.

According to industry estimates, the RODP for Sahara One stood anywhere between Rs 1,500-1,800 for a 10-second spot during 6 pm-12 am. However, now, the fixed rate chart will vary between Rs 4,500-10,000.

While for its flagship property Jay Jay Jay Bajrang Bali (8:30 pm, Monday to Friday), the ad rates have been fixed at an estimated Rs 7,500, for Jhilmil Sitaron Ka Aangan Hoga at 9 pm, the 10-second spot will be sold for approximately Rs 7,000. Meanwhile, for Niyati (at 9:30 pm) and Tujh Sang Preet Lagaai Sajna (10 pm), the ad spots will be priced at about Rs 6,000.

Furthermore, the 10-second spot for Vikram Bhatt's Haunted Nights (11 pm) and Yeh Kaali Kaali Ratein (11:30 pm) will be priced at Rs 5,000 and Rs 4,500, respectively. Interestingly, as the channel shifts gear from RODP to fixed spot strategy, the ad revenue earnings by Sahara One will increase three-fold.

When quizzed on why the channel chose to take on the new strategy, Gunjan Rege Karkera, business head, broadcast media (entertainment), Aidem Ventures, says, "The increase in ad rates was necessitated by the rising cost of talent, increased cost of production, spiralling marketing expenditure and wider distribution platforms." Aidem is the exclusive ad sales representative for the Sahara bouquet of entertainment and movie channels.

She adds, "Owing to this, Sahara One's advertiser base has widened substantially. We have got several new brands on board this year and we look forward to adding more to the list. Besides, owing to our wider distribution network, the advertiser benefits from a lower cost of reaching 1,000 people. This rate increase is a part correction in lieu of this growing network."

For the record, Sahara One touched the 52 GRP mark (52.8 GRPs) for the week ended February 25 (C&S 4+, HSM, TAM) after a gap of over three years, reaching out to 51.1 million viewers in Week 8.