General entertainment channels (GECs) are believed to be giving bonus advertising time to big advertisers to compensate for repeat telecast of popular soaps in the wake of strike by the television workers’ union.
Hindustan Unilever, Reckitt Benckiser, Tata Indicom, Amul and Ultratech, who have long-term deals with GECs, are some of the advertisers who have got such bonus airtime. As per a senior executive with a media planning company, such bonuses range from 200-2,000 seconds across prime and non-prime segments, depending on the client’s camaraderie with the broadcasters. A single spot is 30 seconds of airtime.
Joy Chakraborty, Chief Revenue Officer, Zee Entertainment Enterprises, says, “We aren’t offering random bonus spots. Several advertisers supported us throughout the strike. We are just offering additional spots as a goodwill gesture to them.”
The Federation of Western India Cine Employees (FWICE) had called for a strike in November demanding wage hike. GECs did not air new episodes and aired only reruns. During that phase, the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA) had urged media agencies and advertisers to support the broadcasters and had mutually decided that broadcasters would not pay compensation for 8-10 days.
Rohit Gupta, President (network sales), Sony Entertainment Television (SET) denies giving any bonus spots. He says, “We are not offering any bonus spots as AAAI had assured the strike would finish in the stipulated time.” Rajesh Kamath, CEO, Colors also denied giving additional spots to advertisers. A senior executive with a television channel said that additional spots are usually offered to advertisers if they sign a deal on cost per rating point (CPRP).
CPRP is an agreement under which advertisers pay according to TRPs of a television programme. If the rating point falls, the advertiser pays a lower amount to the broadcaster or gets additional airtime.