Vh1 is leaving no stone unturned to have a promotion blitz for the 54th Annual Grammy Awards, which would be aired live on the channel on February 13 from 6.30 am onwards. There would be a repeat telecast the same day at 9 pm.
Commenting on the marketing strategy for Grammys, Ferzad Palia, Senior Vice President and General Manager - English Entertainment, Viacom18 Media Pvt Ltd, said, “We are doing the marketing through print, television, BTL, outdoor and digital mediums. Our TV ads would be covered through our entire network channels.”
While refuting the reports that mention about the declining viewership of awards shows like Oscars and Grammys, Palia said, “It is avoidable when it comes to the ratings of these awards in English entertainment channels. The interest that these awards have generated has been very good, be it the Golden Globes or Grammys.”
He informed that Idea had been roped in as title sponsor and added, “We also have a line-up of co-sponsors for the Grammys”.
Sharing his views on the Grammys being a good opportunity for advertisers, Anindya Ray, VP, Lodestar UM, said, “The Grammys appeal to a certain segment of the population, which is niche and the youth segment. When I say niche, it is not from the point of view of buying power, but ownership like the MNCs. I feel automobile brands like Volkswagen and Honda should get associated with it. FMCG brands like Fiama Di Wills should get associated with it.”
When asked about the declining viewership, Ray remarked, “At the end of the day, Grammys has its own place of existence and has a steady level of viewership. Here, the numbers would be less from an Indian standpoint. Indian awards like the Screen Awards are for the masses, but Grammys are not. There are people who would be loyal to such awards. The numbers will not increase. If you look at the DTH homes, the numbers would increase as they, according to me, are the target audience. I will equate Grammys to a business magazine, where the numbers would not grow.”
Commenting on the return on investment that sponsors can get, Ray said, “If you are looking at the RoI in terms of viewership, that won’t happen. It depends on what kind of an investment one wants to do.”
Sharing his views on the rates that advertisers would be charged for live telecast and repeat telecast, Ray divulged, “Normally the advertisers are charged a premium rate. If you want to buy something exclusive, you have to pay an exclusive rate. Grammys are telecast live at 6.30 am and then there is a repeat telecast at 9 pm, so the charge for the 9 pm slot is going to be more because when you see it in India, 9 pm is the slot where people would be watching it for the first time.”