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Doordarshan proposes, Government of India disposes. The government has told the public broadcaster not to air a single commercial during the live telecast of the closing ceremony of the Commonwealth Games on Thursday, just days after Doordarshan spiked advertising rates for the event to Rs 2.5 lakh for 10 seconds, leaving advertisers that have booked their slots fuming.
“The government has asked us not to put ads in the middle of the closing ceremony telecast,” said Aruna Sharma, director general of Doordarshan. She, however, ruled out reducing advertising rates because of the development.
Advertisers and media buyers say they will not get their money’s worth because viewer interest will be there only during the ceremony, and not before or after it.
“Typically, pre- and post viewership ratings of big events dip as much as 25-50%. So there’s not much that advertisers would gain if their ads are aired before the main event,” said Punitha Arumugham, group chief executive officer of media buying firm Madison Media.
Ms Sharma said the broadcaster has informed all its advertisers about the government directive. “We are trying to work on how to be able to show advertisements aesthetically,” she added.
Doordarshan had deferred the telecast of the opening ceremony of the Games on October 3 by about half an hour by the time it got over because of commercial breaks during the event. The “live” show for television viewers was still on when many people reached home after attending the ceremony and this may have been a reason for the government diktat, said two officials involved with the development.
The development may thrill TV viewers who can now watch the closing ceremony truly live, but it does not suit advertisers.
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“A deferred telecast during the closing ceremony – as was done during the opening ceremony – would have suited the advertisers,” said Anita Nayyar , chief executive of media buying firm MPG India .
The public broadcaster recently increased the advertising rates for closing ceremony by more than 150% from the earlier Rs 90,000 for 10 seconds after the huge success of the opening ceremony and India’s record performance in the Games.
The opening ceremony attracted 7.4 million television viewers as per TAM Media Reasearch numbers. And Indian athletes have won a record 36 gold medals with one day still to go, helping to boost popular interest in the Games that had several controversies surrounding it before the start.
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However, Doordarshan’s plan to cash in on the closing ceremony to meet its advertisement revenue target of Rs 100 crore may fall through as many advertisers may now give it a skip.
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But those who have already booked slots may not have the option of pulling out totally because, unlike private broadcasters, the public broadcaster may not be offering them the flexibility to compensate the advertisers later, said a media buying official currently negotiating with Doordarshan.
An official at a leading consumer goods company that had advertised prominently during the opening ceremony said, “While we cannot opt out totally since we had pre-booked for the event, we plan to reduce our exposure on the closing ceremony day.”
With little response from sponsors for the opening ceremony of the event, the broadcaster had earlier been forced to dole out free spots to advertisers on DD Sports to woo them to buy spots on DD National.
Read more: No ad break for DD in CWG 2010 closing show – The Times of India http://timesofindia.indiatimes.com/business/india-business/No-ad-break-for-DD-in-CWG-2010-closing-show/articleshow/6747908.cms#ixzz12L9HpnaL
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