Are FMCG companies bullying the big broadcasters as they have huge ad spends?
FMCG companies need general entertainment channels like STAR Plus most, but pay the lowest. They should be paying the highest rates as they consume huge inventory. Every major broadcaster should take cognisance of that. Why should white goods and car manufacturers pay higher when FMCG companies need mass channels? There can be a difference but the gap cant be huge. You cant be in a situation where majority of the clients are subsidising a few big spenders. This is one of the reasons why P&G is not on STAR. L S Nayak What options do broadcasters have? If TV channels have to optimise revenues, you should have a category-wise rate card. Mass channels should charge a premium on brands who need them the most while incentivising other clients by making it cheaper for them. This same principle should hold good for niche channels. Majority of clients will benefit from this, barring five to six clients. Who are the five culprits? Everyone knows who they are, though I wouldnt like to call them c
