Focus on the long term, not on quick returns

The Strategist brings to you the rules of designing advertiser-funded programmes

Paris-based IT services company Capgemini suffered from an identity crisis which could have been detrimental to its growth in India. For some reason, IT professionals saw the company more as a BPO than a consulting and professional services technology player. When this came in the way of attracting talent, Capgemini decided to take action. Now a marketer may jump to the conclusion that a corporate campaign is all you need to fix the problem. But the real solution was found in Capgemini Super Techies Show, an advertiser-funded programme (AFP) which was launched on ET Now last year. The reality show was a hunt for India's top IT professional.

The broad idea of AFP has been around for many years now. AFP can be described as any means by which an advertiser can have a deeper relationship with, say, a television programme beyond traditional media activity. While signing up for an AFP, the advertiser's primary objective should be to create entertaining content for the target group. Since nobody is in for charity, the advertiser can hope that the success of its effort will rub off on the brand. Started in 1942 as a radio show, Gillette World of Sport was a great early example of an AFP. It was a show that the target audience wanted - but it wasn't about razors or shaving gels. The brand focused on bringing great content to its core target audience - men who love a variety of sports.

In India, only a couple of brands have got the formula right. Currently in its eleventh season, MTV Hero Roadies is the longest running AFP on Indian television. The major viewership of the show comes from the Hindi-speaking markets. It is being simulcast in 35 countries and the format has been adapted for some Asian countries. All this did not happen by chance. In 2003 when Hero (Hero Honda then) had just launched its sub-brand Karizma, the show got a green signal from MTV. Since then the show's format have evolved. Roadies also gave an opportunity to Hero to build its brand franchise from scratch after its split from Honda.

Youth brands must be extra cautious while conceptualising AFPs along with the channel. Hundreds of AFPs in the form of reality shows and vignettes run across various channels, especially on niche lifestyle channels. Look for unexplored territories in terms of content. One example of this is Tresemme Cut Above the Rest, which ran on Zoom recently. The show was a reality talent-hunt series based on hairstyling. Tresemme's hair care products like shampoo and conditioner were weaved into the show without much song and dance.

Take the example of MTV Coke Studio; though the buzz surrounding it is at a low ebb now, the makers have extended the brand philosophy of 'spreading happiness' through music.

Since general entertainment channels are averse to doing AFPs due to low returns and viewership fluctuations, the best bet is a youth or news channel. Mostly, broadcasters retain the show's IP. While the ratio of advertiser to broadcaster funding is agreed upon, in a few cases, the advertiser bears the entire cost of programming. In the former arrangement, the channel is free to look for co-sponsors and advertisers who can buy ad spots. The best viewership ratings an AFP can deliver in today's fragmented media industry is a TVR of 2.5 or 3. There is no point in reading too much into the viewership data. It would be wise to treat television as a stepping stone for the programme and invest in platform agnostic content. In case you want a proof, just go to YouTube and see the number of views garnered by popular AFPs like MTV Hero Roadies and Coke Studio. What more? Now broadcasters are extending support to clients in pushing the content on various social media platforms.

Mind you, if you are a brand manager aiming for an instant spurt in your brand score with the very first season of your programme, you have missed the point. It takes at least three to five years for a strong AFP to show up monetary returns. So treat it as a long-term investment.

Last but not the least, know that putting money in AFPs doesn't mean you can give short shrift to the traditional media plan. That said, this is the right time for brands to explore newer channels of consumer engagement that are at a nascent stage.