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TV ADVERTISEMENTS – MONEY WITH ENTERTAINMENT:Early Phase, Getting Spots

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Introduction to Broadcasting ­ MCM 411
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LESSON 39
TV ADVERTISEMENTS ­ MONEY WITH ENTERTAINMENT
As has been already mentioned in the part of radio broadcast, advertisements brought radical
changes in the radio world in many ways; they continue to revolutionize the visual
communication medium more or less the same way.
Since the visual medium proved much stronger than the voice medium, the changes observed
in the domain of TV broadcast were phenomenal.The industrial and the services sectors along
with the trading sector the world over did not take long to weigh the significance of the
television for the purpose of marketing their products.
In the very early phase of TV, particularly in USA, the industrial and services sectors got
enormous response from the TV campaigns for their products and by the end of the fifth
decade, the TV broadcasting houses witnessed a race among the business, especially the
corporate sector, to book spots during the peak hours of the TV transmission for the publicity
of their products.
This opened unprecedented new vistas of income generation ­ and entertainment, to the TV
channels. There has been no looking back ever since.
Advertisements appear stronger on TV
The approach of the advertising people remains almost the same for exploiting the TV screen
to their end. The Audience analysis and Audience pattern ­ men, women, youth, and elderly,
urban and rural, are still the same and any advertisement which is designed for TV is
prepared by keeping in mind the segment of people it means for.
Early Phase
In Pakistan, the TV was available to a limited population of few big cities. From 1964 to 1972,
its transmission was covering Karachi, Rawalpindi and Lahore. And that too in black and white
with limited recording and studio facilities. But all the same there was a pressure from the
business world to get a spot during the limited hours transmission to reach the urban populace
­ at their drawing rooms as people showed extraordinary interest in watching TV broadcast.
The pros in making Ads over TV
The TV programs may vary in their nature ­ from entertaining to boring to serious to
philosophical. And the viewers may like or dislike them.
On the contrary, the advertisements are made with only one point in the mind of the creative
department people at an advertising agency ­ to make a piece of broadcast which must
interest people. To hit this goal they exploit all the pros in the non verbal communication ­
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crisp lines, beautiful faces, background sound effects, locale, human relationship, colors and
the costly star appearance. Put together, this makes a stimulating product which is bound to
fetch results.
The cons in making Ads over TV
Since the visual medium is more cunning in finding faults, advertisers have to be vigilant in
observing cons more carefully rather than the pros. A slight mistake on this count may cause
colossal loss, sometimes irreparable;
Not lengthy
No hatred among people
Observing taboos (alcoholic etc)
Language not derogatory
Getting Spots
There are three clear ways advertisements are placed during a TV broadcast;
Casual insertions
Once or twice during a day
Campaigns
The ads are run regularly over a period
With popular programs
Most sought-after is getting (buying) time during popular
programs
Types of Ads
There is little difference in choosing the  types of advertisements for the purpose of TV
broadcast from the ones which are designed for the radio transmission.
We can classify those in the following manner
Sound effect commercials ­ almost all carry effects
Straight announcements
Dramatized
Comedy / funny
Acoustical effects ­ as sour throat, (with filter mike or echo chamber)
Jingle
How to get your ad placed on TV broadcast?
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The Insertion Orders
Integrated
Non-integrated
Trailer
How to create ads?
For radio it may not be very painstaking, but to make an ad for TV is a real hard nut to crack.
Ad making for TV involves the whole procedure of video production; in fact a TV ad is a
complete little video. Difficult it is in the sense that a whole theme is to be communicated in a
very limited time
...Is a specialized job, script writers, directors, recording equipment, rehearsals, passes
through many stages of examination before final approval?
The Cultural Conflicts
Pressured by the commercial interest, more than often TV broadcasting houses pay little
attention to this aspect.
There are three distinct categories of ads which appear during the TV transmissions:
·
Occasional ads
·
Local / national ads
·
International ads
The first category is almost harmless in this debate.
The local and national channels usually focus on marketing their products but some time take
support of elements not so liked by every one in the society... like dances, glamour and extra
spicing to allure the youth.
International ads show little regard to cultural values of the society they are screened. Since
they are multinational client, they sometime influence government for government gets
reasonable money by way of taxes... Mobile phone industry is a case in point.
Showing social values
Most ads abide by the social values, dressing up, family life and honoring the social
relationships.
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Also they help show world top ranking tourist sites like niagara fall, china wall, pyramids, old
forts, modern cities and islands of repute.
Dresses, customs and people shown, kalash valley ... all possible through broadcast of ads.
Ads Cost
Category "A" Spot Rates And Prime Time Sponsorship charges
Spot Rates
Duration
Karachi
Lahore
Islamabad
Peshawar Quetta
National
Of Spot
center
Center
center
center
center
Network
07::seconds 3,065
2,945
2,365
615
370
8,600
15::seconds 5,905
5,685
4,570
1,170
680
16,570
30::seconds 10,495
10,095
8,100
2,075
1,170
29,375
60::seconds 15,745
15,140
12,150
3,120
1,755
44,075
Category "B" Non Prime Time Sponsorship charges
Time Slots
Tariff
National Network with 60 sec of commercial time
06:00 AM to 12:00 Noon
Rs. 18,000
12:00Noon to 3:00 PM
Rs. 20,000
3:00 PM to 5:00 PM
Rs. 22,000
5:00 PM to 6:00 PM
Rs. 40,000
6:00 PM to 7:00 PM
Rs. 106,890
7:00 PM to 7:30 PM
Rs. 142,500
9:45 PM to 11:00 PM
Rs. 131,000
11:00 PM onwards
Rs. 50,000
5:00 PM to PM 6:00-------- Regional language slot
Karachi
Rs 20,000
Lahore
Rs 15,000
Islamabad
Rs 15,000
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Peshawar
Rs 5,000
Quetta
Rs 2,500
Prime Time + Sponsorship Charges (7:00 to 9:00) "A"
Duration Of Program Commercial Time Allowed
5 Minutes
15 Seconds
15 Minutes
60 Seconds
25-30 Minutes
60 Seconds
Surcharges
After news heading in Khabarnama
400% of the rate
Time spot during prime time drama/plays 300% of the rates
Time spot before Khabarnama
300% of the rates
Time spot before khas khas khabrain
300% of the rate
Mid Break spots in News Khabarnama
250% of the rates
Spot before/after a specified Program
200% of the rates
Mid Break spots in films
200% of the rates
Mid break spots in live or VTR Program
225% of the rates
Look at the earnings!
Ad Agencies benefit
At present they are about 135 accredited , shows growth of this field. Not to mention number
of people making career with them, it is only because of radio and TV. Billions of rupees
business done by them annually.
Most work as production and marketing houses.
Agencies are between the producers of industrial products, services sector and the
broadcasting houses. But it the broadcasting which opened gates of enormous business of
ads and leads to provide jobs to tens of thousands of people having different skills in
production and marketing.
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OVER doing is annoying
During sports overdone, even at dramas and some time discussions the time telling ads cause
irritation... some ethics must be practiced, for it may prove counterproductive.
You want to see the replay of how one got out, but an ad run to eclipse the replay is not going
to get favour, quality broadcasting houses prevent it.
NEWS channels BBC/ CNN avoid ads; hardly on air any, contrary to the entertainment
channels which have many ads..... depends on the policy of the channels. Want to give pure
news and info without detracting them from issues, likewise educational channels focus more
on their target and not look crazy commercial broadcasting houses.
BUT MONEY is required to maintain, growth, expansion and research purposes, ads are but
one major source of earning but it also means quality production, higher the quality ­ more
ads business.
Loss of Truth
This is one of the most criticized area in advertisement. The broadcasting is usually done
under a set of ethics at the top of which is to inform truth to people. In ads this is quite
possible that a false impression about a product is given, losing viewers' confidence on other
similar products which may not be inferior.
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Table of Contents:
  1. BROADCASTING:Historical Facts about Radio, Wireless and Radio
  2. CLASSIFICATION OF PROGRAMS:NEWS, Language, Sensationalizing
  3. CURRENT AFFAIRS:Talk Shows, Discussions, Seminars, Live Shows
  4. OUTDOOR BROADCASTING I:VIP Movement, Suddenly Assigned Events
  5. OUTDOOR BROADCASTING II:Pakistan Day March Past, General Elections
  6. CURTAIN RAISER:Political, Financial, Sports, Academics
  7. RADIO FEATURE:Personality Features, Features on Events
  8. MUSICAL PROGRAMS:Classical Music, Light and Film Music, Folk Music
  9. RADIO DOCUMENTARY:Narrative, Dramatized, Imagination, Close to places
  10. DISC JOCKEY:Women in Focus, Daily/ Weekly Division, Making Titles
  11. VOICE IN BROADCASTING:Speech, Accent, Loudness, Stress
  12. NOISE:Physical, Medium itself, Problem at sender’s end, Semantics
  13. STUDIO:Drama Studio, Studios for Talk Shows/ Discussions, Music Studios,
  14. RADIO DRAMA I:Stage Dramas, Early Radio Dramas, Ethics, Classification
  15. RADIO DRAMA II:Selection of director, The Playwrights, Script, Voices
  16. ADVERTISEMENT – INCOME GENERATION:Similarities, More Analysis
  17. ADVERTISERS’ APPROACH:Dramatized, Dialogue based, News
  18. FM – A NEW GENERATION IN BROADCASTING:Low Cost, The Difference
  19. MICROPHONE TO TRANSMITTER:Amplifiers, Modulator, Transmitter
  20. WRITING SCRIPT FOR RADIO BROADCAST:NEWS Script, Interviews
  21. INTERACTIVE BROADCASTING:On-line, E-mails, Interview, Views in News
  22. REVISION:CURRENT AFFAIRS, RADIO FEATURE, MUSICAL PROGRAMS
  23. HISTORY OF TELEVISION:Early History, The Black & White Images, Color Television
  24. PAKISTAN TELEVISION (PTV):The Excitement, Timing, Live Broadcast
  25. BROADCASTING LAWS:Laws in the 19th century, Press Council of Pakistan
  26. REPLICAS OF RADIO BROADCAST:The Staff, News Reading, Programming
  27. NEW SCRIPT WRITING AND DIRECTION TECHNIQUES:TV Script
  28. SETS:Permanent Sets, Hot & Cover Sets, Special Sets, Economical
  29. CAMERA SHOTS – THE VISUAL LANGUAGE:Angle Shots, Movement shots
  30. LIGHTS IN VISUAL BROADCASTING:Light Temperature, Light and Distance
  31. INTERIOR AND EXTERIOR:NEWS and Interviews, Dramas and Music
  32. BROADCASTING AND MEDIA IMPERIALISM:The truth in the debate
  33. ENVIRONMENT OF TV BROADCAST:Optical Illusions, POV, Depth of Field
  34. BUDGET:First Part, Second Part, Third Part, The Sponsors
  35. COMPARISON AND CONTRAST OF DIFFERENT RADIO AND TV FORMATS:TV NEWS
  36. CURRENT AFFAIRS – FROM RADIO TO TV:Seminars, Interviews
  37. PRE-PRODUCTION:Brain Storming, Scripting a new program, Approval
  38. PRODUCTION & POST-PRODUCTION:Booking Shifts, Rehearsals
  39. TV ADVERTISEMENTS – MONEY WITH ENTERTAINMENT:Early Phase, Getting Spots
  40. ENIGMA OF MORE CHANNELS:The Investment, Fresh Ideas, Closure of channels
  41. ANCHORPERSON:Appearance and Confidence, Job Opportunities
  42. COMPARISON BETWEEN RADIO AND TV BROADCAST:The Difference, Script
  43. TERRESTRIAL TO SATELLITE TO CABLE TV:Cable Network, CD Channels
  44. CAREER IN BROADCASTING:Production, Direction, Lighting Director, Script Writer
  45. REVISION (LESSON 23 TO 44):Broadcasting Laws, PEMRA, Budget