Viacom18 eyes 400 million viewers for Bigg Boss 17 on TV, digital platforms
Viacom18 is looking to scale up its tentpole entertainment property Bigg Boss to reach 350-400 million audience on both TV and digital for the seventeenth season while aiming to generate Rs 350 crore of revenue. The media network is pitching Bigg Boss as the second most popular media property after the Indian Premier League. «Bigg Boss is the IPL of entertainment,» Viacom18 Head of Network Sales Mahesh Shetty told ET.
The network is hopeful of achieving the viewership target since the TV reach last season stood at 174 million and is expected to cross 200 million this year. On digital, the property will be streamed on JioCinema, a much stronger platform compared to Voot, which is being integrated with the former. JioCinema had raked in 450 million viewers through free streaming of the IPL 2023.
«We are targeting an audience reach of 350-400 million for Bigg Boss 17 on both TV and digital. The viewership will also grow exponentially on OTT because the show will stream on JioCinema, which is a much bigger platform,» Shetty stated. While Shetty is tight-lipped about the ad revenue numbers, the company is believed to have set an internal target of Rs 350 crore since advertisers are expected to up their ad spending during the second half of FY24 due to the festive season.
He expects ad monetisation to be equally strong on both TV and digital. Bigg Boss 16 garnered Rs 250 crore worth of ad revenue. However, the ad spending during the festive season last year was below expectations due to the challenges faced by FMCG companies, the biggest ad spending category in broadcast entertainment.
Viacom18 has already closed two sponsorship deals and is eyeing 12 sponsors in total. «Bigg Boss has traction across categories. We are tapping
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