MUMBAI: Ever since its launch greater than a decade in the past, actuality present Bigg Boss – common after the Dutch collection Movie star Huge Brother – has by no means didn’t entertain and titillate audiences. The primary version of the present, with Arshad Warsi because the host, aired on Sony Leisure Tv with a TRP of two.72. Then it handed into the arms of Colours, the place it scored a powerful TRP of 6.99. In accordance with BARC information, Bigg Boss 13 garnered 13.8 million impressions within the finale week final yr, breaking the report set by its earlier seasons.
Season 14 kicked off forward of the festive season and has already racked up 3.9 billion viewing minutes in its launch week, the best within the final three seasons.
With the thrilling matches within the IPL hogging up each day viewing time, Bigg Boss has not made it into the highest 5 programmes of Hindi common leisure channels in week 40, however Colours has constantly been within the high 5 channels within the HSM (U+R) market and concrete marketplace for the previous 5 weeks. The truth is, with the launch of the truth present, Colours secured the second place on BARC’s pay platform and concrete market charts for the primary time in 5 weeks. Weekly impressions recorded on the pay platform chart have been 676930 billion and 497722 billion within the city market. chart
So, what makes Bigg Boss so in style?
There might be a number of causes. Similar to the IPL is to Star Sports activities, Bigg Boss is a tentpole present for Colours. It’s a franchise that enables manufacturers and channels to develop with it, a present that grows year-on-year. Relating to this dramatic actuality present, there is no such thing as a center floor, one both loves it or hates it. For individuals who watch it, it is a cult following.
The present presently has a complete of 15 sponsors. Aside from the presenting sponsors – Cell Premier League (MPL), Dabur Dant Rakshak Ayurvedic Paste and TRESemmé and Lotus Herbals – the channel now has 14 affiliate sponsors that embody Captain meals’s Chings, Vicco, Greenlam Laminates, Garnier Males, Mamaearth, Somany Tiles and Lifebuoy. The affiliate sponsors just for Colours HD comprise Philips, MDH Masale, Fogg, Honda, City Firm, Duroflex and LG Electronics.
Havas Media Group India MD Mohit Joshi predicted the most recent version of the truth present might be extra in style and worthwhile than its predecessors. With all indicators pointing to a subdued festive season, viewers are sure to tune in and get their thrills from elsewhere. “Bigg Boss 13 was the most-watched actuality present with 10+ million impressions, as per information launched by BARC India. Owing to the truth that the audiences have been starved for contemporary content material on TV, there’s going to be big traction which is why will probably be most popular by manufacturers and advertisers,” mentioned Joshi.
Viacom18 Hindi mass leisure chief content material officer Manisha Sharma shared that with Bigg Boss, the community tries to interrupt its personal benchmarks and introduces one thing new and revolutionary each season. “It is a crucial cog within the wheel of our enterprise at a community degree and likewise creates viable alternatives for model associations. The mechanics of the present is such that it has one thing for everybody; be it celebrities, viewers, manufacturers, advertisers.”
Since Bigg Boss grabs eyeballs, it is smart for advertisers as properly. In accordance with an individual carefully related to the present prior to now, it’s enticing to broadcasters not simply because it’s a monetizable property, but it surely retains paying dividends even in the long term.
“Hypothetically talking, if you happen to spend Rs 140 crore on the property in three months, you’ll make a revenue on it. It’s compelling content material for advertisers and types,” he mentioned.
Bigg Boss is a present that thrives on drama and controversy. It intentionally brings collectively extremely opinionated and egotistical people and leaves them to stew in a stress cooker setting for 3 strong months. The present seems in your tv screens each day, and, earlier than you recognize it, turns into a behavior.
There are drama queens, a couple of overseas names (for instance: Pamela Anderson, Jade Goody and Sunny Leone), struggling actors and a political or non secular determine. Contestants are eradicated and replacements are launched to maintain issues fascinating. Amorous affairs and large fights abound; there is no such thing as a telling buddy from foe – it’s like watching a Bollywood melodrama unfold in actual time.
The format of Bigg Boss indulges its viewers’ voyeurism, and makes for nice gossip with mates, colleagues and household. It ceaselessly ranks as one of many high traits on social media.
“It generates an ecosystem of viewers, followers, and admirers that additional builds the present up and creates conversations about it and the contestants,” Sharma additional added.
Model Integration Alternatives
Manufacturers wish to get related to a programme which provides them increased recall worth. Assume IPL and also you affiliate it with the IPL, Maruti Suzuki properly the quickest join is with India’s Obtained Expertise. Bigg Boss as a actuality present supplies larger model integration alternatives than each day soaps. It has advanced not solely by way of prices however ideas, scripts, advertising and marketing and manufacturing yearly.
Aside from common model visibility, the channel supplies companies with tailored duties and branding alternatives for them for a span of 100 plus days, mentioned Sharma. They get increased visibility than some other actuality present within the house. “The fascinating content material and better viewership can also be one of many elements that make Bigg Boss an apt engagement foreground for the manufacturers and therefore a few of them additionally renew their partnerships with us yr on yr,” she elaborated.
Bigg Boss can also be a present which generally is on the receiving finish of a heavy viewer backlash, however Havas’ Joshi shrugged off this concern, saying, “We reside in a ‘socially related’ world the place anybody can categorical his/ her perspective. Therefore public opinion is what we as people and types must reside with.”
Joshi additionally asserted that the present’s nature and format are such that it’s sure to draw a variety of constructive in addition to unfavorable chatter. The rationale why manufacturers proceed to affiliate with the property is for its attain. When their promotional automobile faces flak, manufacturers must handle their on-line popularity well and sensitively, identified Joshi.
Each model that comes on board could be very properly conscious of the character of the present, and the publicity that it garners, added Sharma. “We additionally handle our shoppers very properly who put in immense belief in us which is the rationale they hold coming again to us.”
Salman Khan As The Host
One of many greatest attracts of Bigg Boss is undoubtedly the superstar of its host – Salman Khan. The actor has a military of diehard followers, lots of whom tune in on weekends simply to observe Khan delivering justice to contestants who brought on chaos in the home that specific week. This time round although, viewers are lacking the hand slapping, bodily contact, between Khan and his coterie of well-known mates, courtesy the Covid2019 pandemic. Nonetheless, intelligent inventive and manufacturing is greater than making up for this minor absence.
Huge Boss 13 obtained excessive traction in each city as properly rural markets and Joshi mentioned this was as a result of the truth that it is sort of a doorway permitting the viewers to just about enter into the lives of celebrities. And the presence of Salman Khan provides an additional dose of pleasure.
Given the sheer scale and viewer base, Bigg Boss is likely one of the greatest actuality exhibits on Indian tv proper now. It has all of the components that make it a successful property. It’s the most talked about, most trended present, and has created a group that thrives on it for leisure. “Bigg Boss takes issues to a different degree for us by way of content material and viewership. It possesses the facility to catapult the channel to the primary spot and contribute in an enormous method to the income,” mentioned Sharma.
Even with the sort of expense that’s resting on the property, Bigg Boss is a superb alternative for manufacturers and advertisers to get on board, she defined, for the reason that viewers join and interact with the present as a result of they will see contestants going by way of a whirlwind of feelings within the midst of nice angst and drama. “It’s a excellent mix anybody can ask for and the sort of integration alternatives we find yourself doing on the present is humongous. It advantages the manufacturers massively.”
Winners Get Recognition
Bigg Boss has proved to be a stepping stone to larger and higher issues for a lot of of its contestants. Simply by taking part within the present, they’re in a position to amass a loyal fan base, resulting in model endorsements, TV exhibits, and way more.
However fame is a fickle buddy. Season 6 winner Urvashi talked about that her life didn’t significantly change post-Bigg Boss in any method. Nonetheless, successful the title did imply so much to her as a result of individuals obtained to see her as an individual, she added. “It has given me a title, helped me in reaching the viewers and the plenty… A present like Bigg Boss performs in numerous methods for every contestant’s careers. For me, the present added a trophy to my kitty whereas for others it could make them different issues. To every their very own, I say.”
Although Colours has again and again proved its mettle, it might be fascinating to see how lengthy it may possibly maintain the Bigg Boss phenomenon raging by way of India.