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Colors eyes Rs 28-30 crore from Stardust awards 2016

As per the industry sources, the channel is commanding ad rates in the range of Rs 1.5 to 2.25 lakh per 10 second slot for the show to be telecast on Jan 8

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Colors eyes Rs 28-30 crore from Stardust awards 2016

As per the industry sources, the channel is commanding ad rates in the range of Rs 1.5 to 2.25 lakh per 10 second slot for the show to be telecast on Jan 8

BestMediaInfo Bureau | Mumbai | January 6, 2017

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Colors, the broadcaster for the Stardust awards, expects to garner revenues in the range of Rs 28-30 crore from the telecast of the upcoming season of the awards that will be aired on January 8 at 7pm. While the channel chose to remain tight-lipped about the financial details, multiple sources from the industry confirmed the numbers.

The 13th edition of the Stardust awards on Colors in 2016 was the third most watched programme in the Hindi GEC genre, garnering as much as 12.600 million Impressions in the combined U+R markets. While there are many award shows around Bollywood -- Filmfare, Screen, IIFA, Zee Cine Awards and a few more, the viewership of Stardust has been unbeatable to date.

A media planner who didn't want to be quoted explained the reason. “Filmfare and Stardust are considered to be two very seriously held award shows. Of these, while Filmfare focuses more on the awards, Stardust brings in a mix of entertainment and award shows. If one compares and analyses, the kind of marketing and presence of stars sported by Stardust are not seen in any other such events.”

Probably this is the reason why the channel, this year, is commanding ad rates in the range of Rs 1.5 to 2.25 lakh per 10 second slot, as per industry sources. The title sponsor Sansui must have invested as much as Rs 12-16 crore in this partnership and the 8-10 associate sponsors are spending a total of Rs 10-12 crore on the event.

While about 20-30 per cent of the commercial airtime is given away to the sponsors, the channel will still apply the ad rates to the rest of the commercial airtime. This might yield another Rs 4-6 crore for the channel.

Colors had won the telecast rights for Stardust in 2014, from the fellow broadcaster Sony for a period of seven years. The on-ground award ceremony for 2016 was held on December 21, 2016.

Filmfare celebrated its 61st edition in 2016, while Screen Awards got together its 23rd edition. Zee Cine Awards was in its 18th year in 2016, as IIFA held the 17th edition and Stardust was in its 12th year in 2016. Technically, the youngest award has got the reputation of being the most vibrant and entertaining.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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