Colors Shakti: The Second Screen Bullet – Show Lapsers Switch Back To Primetime TV Show at 40% Higher Conversions

Viacom 18, a major Indian broadcaster, encouraged lost viewers to tune back into its Shakti programme by targeting them on their smartphones with promotional material.

Campaign Details

Brand: Viacom 18 Media Pvt. Limited / Colors ShaktiLead Agency: Zapr Media LabsRegion: APAC

Strategy

Objective

45% of TV viewers in India tune in during prime-time (8 PM – 12 AM) everyday to watch entertainment content in the form of reality shows, fictional episodes, etc. making it the most valuable few hours in the world's second largest TV population. A major Indian broadcaster, Viacom 18 Media Pvt. Limited, was faced with dipping viewership for a fiction series 'Shakti' aired on one of its top watched channels 'Colors TV', a major contender in the...

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