"For Bigg Boss, our advertising spaces are sold 3 times more than the normal price": Nikhil Sane, Colors Marathi

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The second edition of the regional version will be broadcast on May 26, 2019 in Colors Marathi.

From May 26, 2019, 15 personalities, including a politician, an artist admired by Lavani and a renowned chef, the others will be seen locked in a huge house of more than 30 000 m² built in Filmcity Mumbai. The regional bid of the media conglomerate Viacom18, Colors Marathi, has announced the second season of its flagship show – Bigg Boss. Mahesh Manjrekar, a renowned name in the Indian film industry, will again be host to competitors from all walks of Maharashtra.

Marathi Big Boss House Entrance
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Big Boss, the Indian version of The Big International Format Brother & # 39 ;, is one of the most expensive shows broadcast on Indian television. Marathi Colors would spend about 30 billion rupees for this project and this is not the only big budget launch of this market. Sony Pictures Networks India, which launched Marathi GEC (general entertainment channel) last year, is currently cruising to launch the Maharashtrian version of Kaun Banega Crorepati somewhere in the middle of the Arabian Sea. Kaun Banega Crorepati, the Indian adaptation of "Who Want to Be a Millionaire," is also a big-budget production and the Marathi version is expected to go on air in late May. While market players are spending on content, foreigners are considering entering the world. Television has already announced that it will launch a GEC Marathi this year and has forecast about 150 crores of rupees for content.

What explains this interest?

The number of Marathis viewers increased by 25% in 2018, making it one of the fastest growing regional TV markets (34% in Oriya and 26% in Assamese) in India. About 800 billion rupees of advertising money are spent on the Marathi TV space, which, according to Nikhil Sane, commercial – entertainment manager Marathi, Viacom18, is "huge". Maharashtra is India's largest economy and its capital is the financial capital, ie Mumbai. The state is home to the headquarters of all major institutions of BFSI, the country's largest stock exchange – the ESB and the central offices of 41% of the S & P CNX 500 conglomerates.

Nikhil Sane

Brands have their eyes on the high disposable income of viewers residing in this state and, consequently, on the content broadcast by broadcasters It also works. "Colors Marathi has grown by 5% of its market share over the last year and now represents 16% of the market, compared to 11% in the past year. Sane stated that the number of main lines in the channel had increased by 42% and our audience by 49%. "19659011] Bigg Marathi Boss" title = "Bigg Boss Marathi" border = "0" /> The dining room of the Bigg Boss Ma house rathi
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Bigg Boss has donned many regional avatars in India, but he has failed to break even in the first year. The Marathi version, however, challenged these economic data. "Highlighting the strong interest shown by advertisers, Colors Marathi has managed to break even in the first season," says Sane.

[19659004] The Salon
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"This is not just the publicity which makes the region an important piece for Indian broadcasters. With the new tariff order at stake, a strong regional offer is also important from a distribution point of view. If you do not have a strong regional offer, the cable companies will be reluctant to buy your Hindi GEC or Sport bouquet, especially in the south of the country, "says one badyst.

The Hindu Overlap in Maharashtra

Maharashtra contributes greatly to the world of Hindi television (HSM): the well-off viewers or Sec-A readers are more likely to watch Hindi or English content on TV, unlike in Bengal or Tamil Nadu, where the local audience of Sec-A prefers vernacular content Hindi, played by Salman Khan, is also broadcast on Colors and arouses the audience of Maharashtra How to convince the same audience to look at the Marathi version? the answer, says Sane.

"The indi and the English overlap is a unique challenge that probably only concerns the Marathi space more than any other TV company. regional vision. I think it's always important when you adapt a format. whether it's a singing or dancing show or Bigg Boss. You have to adapt it to the cultural nuances of the region for which you want the regional audience to connect, "says Sane.

The broadcaster asked Manjrekar to liven up the show and give the house a more "Maharashtrian" look by adding relevant cultural elements. The house has been designed as a "maharashtrian wada" with a central courtyard and a large business area.

Bigg Boss Gathers Numbers

"Normally, if we sell slot machines at Rs 1 during Bigg Boss, the price of ads goes up to Rs 3. Advertisers see it as a property of choice and it's a good thing. Last year, some brands joined the show throughout the course, while others only collaborated with us on weekends, "says Sane. The brand of detergent & # 39; Rin & # 39; Hindustan Unilever is the main sponsor this time, while Puraniks and the Helo app are badociated. the show as "special partners". Last year, Dabur Red Paste was the main sponsor.

ALSO READ: Why Bigg Boss continues to excite advertisers

The show sells well in digital. "On our digital VOOT platform, the show has surpbaded the most-watched shows in the region – Roadies and Naagin.The peak was about 55 lakh viewers a week with a weekly average of 46 lakhs, "says Sane. It also goes beyond Maharashtra. "On VOOT, there are interesting pockets across the country like Bangalore, Goa, Ahmedabad and Delhi where Bigg Boss Marathi has sparked a big reaction," says Sane.

READ ALSO: Bigg Boss: The Seventh Heaven

Bigg Boss often crosses boundaries to make it an "edgy" content for television.Sane thinks it's something Bigg Boss Marathi has managed to change , which worked in favor of the broadcaster. "There are children watching television, then there are young people and above. During Bigg Boss, we do not see the number of children or young people watching; in fact, all three grow up. This has become possible due to the way we have regionalized the content, according to the range of Marathis viewers, "concludes Sane.

Produced by Endemol Shine India, the show will be presented on May 26, 2019 at 7 pm with episodes following run from Monday to Sunday at 9:30 pm on Colors Marathi

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