OTT launch: Prasar Bharati invites e-tenders for marketing and PR agency
The estimated cost of the tender has been specified as Rs 20 crore
Ahead of Prasar Bharati’s OTT platform launch, the public service broadcaster has invited e-tenders to hire a multi-media agency for marketing and PR of the OTT platform of Prasar Bharati. The tenders are invited for pre, during and post-launch on DAVP rates.
The estimated cost of the tender has been specified as Rs 20 crore. The bid will open on 22nd December 2023 at 13:00 hrs and will be valid up to 120 days from the date of opening of technical bid.
The selected sales agency has to deposit a bank guarantee of Rs 15 lakh.
Doordarshan's content repository and prospective buying of good content for the OTT platform is to begin with a minimum guarantee of sales of Rs five crore for the first year.
“For wider sales promotions across the country, multiple agencies who qualify in the technical evaluation may be selected, provided they all agree to accept the quoted percentage of sales commission by the highest ranker,” said the tender document.
The Prasar Bharati is looking to appointing an agency for the following scope of work:
1. To formulate and launch a communication strategy and to implement a 360-degree media campaign activity with timelines spread across the first 12 months.
2. The selected agency will be responsible for the overall branding of Prasar Bharati’s OTT app across all mediums which help PB in promoting the OTT platform.
3. Information, Education and Communication (IEC)
i. Conceptualise and develop messaging materials across different media like radio and TV
in formats like spots/jingles, audio visual material.
ii. Conceptualise and design print materials like brochures, booklets, primers, posters, reports, presentations, infographics etc.
iii. Conceptualise and design material for outdoor IEC activities like hoardings, bus/train panels, bus shelters, panels and posters, illuminated signage, display panels, other f exhibition materials etc.
iv. Conceptualise and design IEC materials for dissemination of information through social media and innovative mediums like web pages, internet, and mobile telephone and for interpersonal communication. (Align with DAVP activity list)
4. Conceptualise and create advertisements, curtain raisers, briefs, Press Releases, Articles for magazines and newspapers on various activities/events of PB OTT App.
5. Conceptualise, design non-traditional and attractive merchandise for different audiences as per requirement.
6. Advise PB on appropriate media options and formats for marketing campaigns.
7. Conceptualise and conduct events and launches to promote the PB OTT platform.
8. The agency will carry out research-related activities to capture market and consumer trends. These activities will include KAP studies, Baseline studies, media habits studies, pre-test, effects after release, monitoring of communication campaigns, concurrent tracking studies, risk mitigation plan etc. Collecting and providing reports received from all OTT platforms in a data representative form and sending a post evaluation for our OTT plans.
9. The agency shall work across identified markets and with PIB for the launch of the platform. Will also map important Key Opinion Leaders (KOL) across M&E trade, A&M, Creative, and Social Impact communities for brand communication and marketing.
10. Key strategic p\Opinion articles and Thought Leadership on M&E industry centered around PB OTT platform, tracking surveys and emerging trends.
11. Press release dissemination in 100 Tier I, Tier II and Tier III cities and towns in 18 languages.
12. Mapping of social media influencers across categories and languages to engage during the launch.
13. The agency will work on content seeding and amplification from Prasar Bharati OTT handles and pages. Tagging relevant ministries, departments, and personalities to drive traffic to Prasar Bharati OTT handles and pages.
