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In fact, industry experts note that broadcasters like Zee, Star, Sony, Colors spend around Rs 15,000 crore per year on content. Chandramouli, CEO, TRA, a brand intelligence and data insights company, said that reruns are likely to impact ads in an unfavourable manner.Įven last year, not many advertisers were keen on buying ad spots during reruns. While Mahabharat type of content can see a 5x growth in viewership, when it comes to ad rates it is 1/6th of what a show like KBC commands especially now due to availability of new content, he said. Taurani explained that shows like Mahabharat compete with non-fiction properties like Kaun Banega Crorepati (KBC). This is why he expects minimal growth in ad spends. He further said, "The quantum of growth calendar year (CY) 2020 vs CY19 was phenomenally high and CY21 vs CY20 if you compare it will be low. This time viewership number has not been 5x (like last year) it has been 20-40 percent (high) vs CY2019." "It will be much lesser and that is because lot of the large fiction property shoots have started at alternate locations." While the shows are engaging TV viewers, analyst Karan Taurani, Vice-President, Elara Capital said that reruns will create a positive impact this year just like it did last year but the quantum of positive impact will not be as high as last year. Pharma Industry Conclave Unlocking opportunities in Metal and Mining.India Inc On The Move Sustainability 100+.
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