TV Merchandising

Show-based goodies give channels a revenue fillip ( June '23,2008, Business Standard)
Television show-based merchandising is fast emerging as an added revenue stream for channels, such as Sony Entertainment Television, Star Plus, and 9X. The segment is expected to take a big leap as the channels are busy tying up with multiple partners to license over 70 products over the next one year.The Star Plus show ‘Kya Aap Panchvi Paas Se Tez Hain' has tied up with Baskin Robbins for Paanchvi Paas ice-creams like the chocolate fudge ice-cream with roasted almonds. Nanette D'Sa, senior vice-president, licensing and merchandising, Star Plus, said: We wanted to enter into tie-ups with multiple brands and take as many popular Star Plus shows beyond television as we could. Merchandising is a unique way to connect with the audience and often helps keep the television shows alive long after they are off air." Star Plus plans to license over 30 products to various partners, including quiz and knowledge books, board games, card games, stationery, interactive CD games, and even mobile games with Indiagames, which will hit stores across the country over the next few months. Further, all the children's products will be branded Star Kids, while that for women will be branded Star Parivaar with products like the ethnic wear. A Star Parivaar ‘rasoi' book costs Rs 599, while Star Parivaar sarees and salwar suits are priced between Rs 499 and Rs 1,999. Channel V is also lining up a show-specific merchandise. The company will look at introducing apparel and accessories around its ‘Channel V Get Gorgeous' show, among others shows. Not to be left behind, Sony Entertainment Television has launched a special edition of Spinz perfumes for its show Jhalak Dikhhla Jaa, which is in the process of being rolled out nationally. It had earlier launched a Jassi range of products after the channel's 2003 smash hit ‘Jassi Jaisi Koi Nahin'. The channel has tied up with Popular Prakashan for a series of Jassi self-help and personality development books, while designer Satya Paul introduced an exclusive Jassi Jaissi Koi Nahin line of clothing. When Jassi turned a year-old, Sony celebrated the occasion by introducing a series of Jassi postcards in association with the postal department. "The products were a smash hit, and we were constantly running out of stocks. The biggest sellers were the Jassi personality development books," says Albert Almeida, executive vice-president and business head, Sony, but refuses to divulge any numbers. Besides, INX Network, whose general entertainment channel, 9X, was launched less than a year ago, has decided to bring out merchandise, specially targeting the Indian youth that complement some of its popular shows. Recently, 9X gave away branded Holi packages at malls across the country, coinciding with the launch of its colourful dance reality show Yeh Hai Jalwa. The children's merchandising market in India, estimated at Rs 18,000 crore, is another revenue generator. The organised market, though, comprises a mere seven per cent and is dominated by channels like Disney, Cartoon Network and Warner Brothers. For kids, Star Plus has launched Son Pari toys, licensed to Funskool and also a series of comic books showcasing the adventures of characters like Prithviraj Chauhan, Sarabhai vs Sarabhai, Naya Office Office and Son Pari from its popular serials. However, channels also admit that merchandising still has a long way to go before it makes a mark on the fate of programmes.